“Formula One. Two words that make hearts thump harder. Some say F1 is fast cars and the brave drivers who race them. We say it’s a once in a lifetime event, every time.”
In conjunction with announcing their global partnership with Formula 1 (F1), Heineken unveiled 2 new campaigns today; “When You Drive, Never Drink” and “More than a Race”.
Utilising the F1 platform to drive positive change, the partnership advocates the message “When You Drive, Never Drink” as part of Heineken’s long term commitment to encourage responsible drinking.
A new TV commercial featuring road safety pioneer and F1 legend, former British F1 driver Sir Jackie Stewart, creatively communicates a powerful anti-drink driving message and reinforces the company’s view that when one is behind the wheel, abstinence is the only option.
Heineken’s “More than a Race” campaign, on the other hand, centres on the fun fact that the exhilarating F1 is not just a 2-hour race, but a 72-hour spectacle of glamour and excitement which takes place in some of the world’s greatest cities.
The “More than a Race” TV commercial features former British F1 driver turned presenter, commentator, and journalist David Coulthard introducing “the crown jewel of motorsport” to an F1 first-timer. It’s a beautiful 1-and-a-half minute clip complete with zig-zagging track action and fireworks to boot.
Malaysians can expect more exciting initiatives from Heineken Malaysia Berhad in the coming weeks, including rebates for designated ride-hailing services at Heineken Malaysia Berhad’s event venues and safety reminders through a community-based road traffic navigation app.
For example, leading up to the 2016 FORMULA 1 PETRONAS MALAYSIA GRAND PRIX, Heineken transformed TREC KL on 17th and 18th September 2016 into an enjoyable circuit weekend where F1 fans were given the opportunity to watch the live broadcast of the 2016 FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIX on a big screen. During the event, Heineken Malaysia Berhad provided promo codes to ride safely to and from TREC.
Moving forward, these initiatives will continue to reach out to consumers in Kuala Lumpur’s entertainment hubs as well as at the Sepang International Circuit during the Malaysia Grand Prix event.