Heineken.
Heineken stopped motor-racing lovers in their tracks at this year’s Formula 1 Qatar Airways Australian Grand Prix with an activation via independent strategic creative agency Momentum.
“Formula 1 brings motor racing aficionados together like no other sport, and with ‘Cheers To All Fans’ we’re turning that energy into real connections,” said Heineken Australia country manager, Dino Bozzone.
“Albert Park was the perfect place to celebrate shared passions, enjoy a Heineken Silver, and create moments that fans will remember long after the checkered flag.”
The activation was a seven-metre-high, four-container stacked bar, complete with a live DJ booth.
75 per cent of fans say their passion has helped them meet new people, according to research from Heineken.
“We’ve been activating with Heineken at Formula 1 for more than a decade, and our focus is always on elevating the experience for visitors,” said Momentum managing director, Jen Peace.
“This year we wanted to create something impossible to ignore, a bold social landmark that embodies the power of fandom to bring people together while driving meaningful engagement and trial for Heineken."
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