Heinz Bottleneck
We partnered with Waze to utilize their app’s built-in navigation and speed tracking system to target Canadians across the country that were stuck in traffic. If they went the same speed as Heinz Ketchup (0.045km/h), they were rewarded with free Heinz Ketchup.
TARGETED OUT-OF-HOME
To target drivers stuck in slow traffic, we made billboards that activated when nearby cars drove 0.045km/h.
When drivers travelled at the speed of Heinz, they saw a message offering them free Heinz Ketchup.
LONG-COPY BILLBOARD
During peak traffic hours, we ran long-copy billboards, giving drivers something to read while they were stuck driving the speed of Heinz.
Accolades
2022 The Webby’s | People's Voice Winner - Media & PR - Online Guerrilla & Innovation
2022 Andy Awards | SHORTLIST
2022 AToMic | SILVER - Digital Brand Experience
2022 AToMic | BRONZE - Engagement
2022 The Drum Digital Awards | Best Mobile Campaign
2022 Marketing Awards | GOLD - Digital, Apps/Mobile
2022 Marketing Awards | SILVER - OOH, Integrated Campaign
2022 Marketing Awards | SILVER - Direct, Best in Direct
2022 Marketing Awards | BRONZE - Digital, Creative Use of Technology
2022 Marketing Awards | BRONZE - OOH, Experiential/Special Events/Stunts
2022 Communication Arts | Advertising - Digital
2022 SIA | GOLD - Path to Purchase
2022 SIA | SILVER - Data
2022 The Drum Digital Awards | Best Mobile Campaign