Serbia
COMMUNICATING THE MESSAGE
6 kaplorü
Trg Repubfike
vanbecjna
Easy journey:
festival attendees
discover HEINEKEN
buses can get them
home
MARKET BACKGROUND
One of the most common causes of road
accidents in Serbia is drunk driving and
research shows a lack of appreciation of the
dangers among the population.
The Serbian government, keen to tackle
this issue, have welcomed support from
HEINEKEN to promote a message of
responsibility.
KEY CAMPAIGN MESSAGE
HEINEKEN Serbia created a campaign
promoting public transport as a safe
alternative to driving after drinking, using the
tagline Guys, who drives home?'
The message was promoted at the annual
Belgrade Beer Fest, a popular five-day beer
and music festival attended by more than
700,000 people. Four additional HEINEKEN-
sponsored bus lines were added during the
festival to make sure revellers could use public
transport to get home.
Press releases, print and online media plus
more than 100,000 leaflets were used to raise
awareness of the additional buses, along with
the importance of responsible consumption.
SUPPORTING PARTNERSHIPS
HEINEKEN Serbia developed the project
together with City authorities in Belgrade,
the Municipality Secretariat for Transport
and Public Transport Company (GSP). To
spread the message, posters were placed at a
number of bus stops and maps of bus routes
were published on the official Festival and
GSP websites.
CAMPAIGN RESULTS
More than 40,000 festival-goers made their
way home safely on HEINEKEN buses and
the partnership was named as the best
promotion during the Belgrade Beer Fest by
the Belgrade Cultural Network.
The impact spread beyond this group, with
the achievement recognised by project
members, the wider community and
Government stakeholders. K
Edition 1 2014 World of HEINEKEN 35
