It's simple - we
have to try and
make a difference
USA
Nigeria
6i
W
RESPONSIBLE CONSUMPTION
After a night out, don't think about
drink driving - use the Taxi Magic
app instead to book a taxi and get
home safely.
COMMUNICATING THE MESSAGE
MARKET BACKGROUNDSUPPORTING PARTNERSHIPS CAMPAIGN RESULTS
In the USA, many consumers are frequent
car users, choosing to drive everywhere.
Making sure this doesn't include driving
home after enjoying a night out is an
important message.
KEY CAMPAIGN MESSAGE
In November 2013, HEINEKEN USA
launched a seasonal 'Cabbie' limited edi
tion of Newcastle Brown Ale. The name
'cabbie' specifically references hailing a taxi
(or 'cab') and is the first time a HEINEKEN
brand has had a responsible consumption
message as part of its brand identity.
'Cabbie' packaging and point-of-sale infor
mation highlighted a promotional code for
the Taxi Magic app. By using the CABBIE
code when downloading the app, consum
ers received a $5 credit off their taxi bill,
plus the option to give $5 credit to a friend.
MARKET BACKGROUND
In Nigeria, roads are the major means
of transportation and are used by
commercial drivers. For this target group,
it is particularly important to raise
awareness of the harmful effects of
drinking and driving.
KEY CAMPAIGN MESSAGE
The message was clear and to the point:
'Don't Drink and Drive'.
COMMUNICATING THE MESSAGE
Nigerian Breweries has run educational
campaigns since 2008. In 2013, they
organised four large-scale educational
rallies in motor parks across southwest
Nigeria, targeting commercial drivers.
More than 1,000 drivers participated.
SUPPORTING PARTNERSHIPS
Nigerian Breweries partnered with
the Federal Road Safety Corps plus
the National Union of Road Transport
Workers, who encouraged their members
to attend the rallies.
CAMPAIGN RESULTS
In September 2013, the International
Centre for Alcohol Policies (ICAP)
evaluated the initiative and found the
slogan had registered in the minds of
drivers and, importantly, that driver
behaviour on the roads has improved.
HEINEKEN USA worked with the online
and mobile taxi booking service Taxi
Magic to create this project. The
free service is directly integrated
with taxi despatch systems across
America, making it simple to book a
taxi. HEINEKEN has had a successful
relationship with the company on other
projects for several years.
In total, 7,745 users engaged with the
'Cabbie' programme through SMS, the
campaign website and the promotional
CABBIE code. This figure surpassed
expectations and the activation is
considered a success.
34 World of HEINEKEN Edition 1 2014
