Official Formula 1 partner Heineken promoted its Heineken 0.0% in the UK by hosting a 70th Anniversary Grand Prix celebration with a socially distanced drive-in race screening and experiential event for healthcare workers on 9 August at Mercedes-Benz World in Weybridge.
The full-day experience was designed to thank frontline healthcare staff who have gone the extra mile for the country and their communities during the COVID-19 pandemic.
The event saw the brand invite F1 fans who work within UK’s healthcare service to get closer to the race action with an event that, as well as the Grand Prix screening, also included a special welcome message from former F1 racer and Heineken ambassador, David Coulthard as well as Mercedes-Benz World passenger rides.
To drive home Heineken’s ‘When You Drive, Never Drink’ initiative, the event was ‘hosted’ by Heineken 0.0% which thus dovetailed with the Drive-In event.
Julia George, Global F1 Sponsorship Manager at Heineken said: “We’re so pleased to be able to celebrate the Formula 1 70th Anniversary race with fans in such a creative way which allows us to socialise responsibly. As these have been incredible unprecedented times, all around the world, we wanted to use this event to say thanks to healthcare workers for all they have done over these times.”
Comment:
This local, pandemic-inspired initiative sees the brand continue to use its Formula 1 partnership as the pillar platform for its ‘When You Drive, Never Drink’ programme and this UK initiative follows on from March’s ‘Father & Son’ campaign promoting the cause (see case study).
Links:
Heineken
https://www.facebook.com/HeinekenUK
https://www.instagram.com/Heineken/
https://www.youtube.com/user/heineken
F1
https://www.facebook.com/Formula1/
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