Responsible consumption
Korea
alcohol abuse to the newly licensed drivers, and
offered them the opportunity to sign a pledge that
they won't drink and drive. Those who did received
a small gift.
In addition, Heineken worked with the Kangnam
District police station, the capital's biggest issuer
of drivers' licenses. During the month of December,
Heineken handed out flyers about the dangers of
Periodic and heavy alcohol consumption and peer
pressure drinking are a fact in some parts of Korean
society. Particularly in December, when offices hold
their end-of-year parties, there are many cases of
drunk driving. In an attempt to change that, Heineken
Korea launched an attention-grabbing campaign
in Seoul.
Consumers could apply online for a luxury limousine
service - complete with bodyguard - that would take
them and nine friends to and from a party of their
own choosing. The idea particularly appealed to
young adults.
Some 221 people applied online for one of 24
limousine rides. While applying, they all had to sign
a pledge not to drink and drive. The limousine service,
which Heineken piloted in 2008, was widely covered
by the media, which exposed even more people to
the simple, yet vital message.
The campaign's kick off was widely covered by TV and
newspapers, which printed pictures of people signing
the pledge. Eventually, 2,025 people, mainly first-time
drivers, signed the pledge and an estimated 3.5
million people watched it on TV or read about it
in the newspaper.
According to Marketing Manager Heri Kim, "It's
important to educate people about the dangers of
alcohol abuse. It's part of our culture and we want
to change that. It might take ten years, but it will
change." Heineken Korea is now trying to get other
alcohol companies to get involved in joint campaigns
and is lobbying the government to do more about
drunk driving.
