Brand: HEINEKEN
Agency: Edelman UK/Edelman Deportivo UK
Research agency: Innovia Technology
Production: Electric Robin
Published: June 2018
Synopsis:
Heineken® has partnered with leading behavioural change experts to develop a programme for its responsible consumption campaign, When You Drive, Never Drink. Based on consumer research data and the insight that behaviour change starts in the place of decision making, Heineken® equipped a bar that encourages people not to drink and drive.
Heineken®, in collaboration with Innovia Technology created a collection of nudges, reminders and prompts to change the psychology of drink drivers. These interventions were tested in a pilot study, conducted over a two-week period, in ten UK bars. The programme was also supported by leading nudge and behavioural design expert Sille Krukow.
Prominent “nudges” deliver drink-driver reduction
The bars with the highest level of support for the pilot study saw a reduction of drink driving behaviour of up to 50%
Peer support matters – it’s not just an individual decision
80% of people said the programme would encourage them to support their friends not to drink alcohol if driving
Public commitment is an impactful tool to promote drink driving behaviour change
60% of people said the pilot made them think about changing their behaviour
Prominence of alcohol-free options including Heineken® 0.0 made a positive impact on drink driving behaviour
14% more customers said it was easier to access alcohol-free beers from control week to test week