‘When drinking never drive’ campaign features Formula 1 drivers Daniel Ricciardo, Sergio Perez and Naomi Schiff as protagonists
Global sponsor of F1, Heineken 0.0 has launched an action to encourage responsible alcohol consumption. From tomorrow (11) to Sunday (13), Uber users across Brazil will have access to vouchers with discounts of R$ 10 on trips.
According to the brand, the action will promote a takeover of the user’s journey due to a new media format within the Uber app. The idea is to play an active role in the discussion about the use of alcoholic beverages and positively change the behavior of consumers.
The coupon codes, which will be made available in the app when the Uber user requests a trip, will bring the names of three great personalities in world motorsport: McLaren racing driver Daniel Ricciardo, Oracle Red Bull Racing driver , Sergio Perez, and W Series racing driver and ambassador Naomi Schiff.
The three also star in Heineken’s F1 campaign ‘When drinking never drive‘ The global partnership with Uber also includes insertions in the Waze navigation app, with advertisements within the platforms and responsible consumption messages.
The When Drinking Never Drive Campaign, addresses situations caused by overconfidence when drinking alcohol. In the film, car stars Daniel Ricciardo, Sergio Perez and Naomi Schiff appear enjoying the night with friends and show how later you can start to think you are a great driver.
However, at the end of the night, the characters return to normal and make the right choice of not driving a vehicle and instead getting into a taxi.
