Imagine wanting to reach your vacation destination and getting stuck in the toll traffic. To make things worse, the temperature is almost 40 degrees hot.
This is what many Brazilians face every summer. So, Heineken found an unexpected solution to this problem: Heineken turned every Heineken 0.0 beer into a payment method to open road tolls.
All drivers had to do was show a Heineken 0.0 beer and get its barcode scanned. OOH and gas station banners in the roads promoted the project. Geolocated ads on Waze and Spotify made sure drivers knew where to buy 0.0.
