Marketing

Great Campaigns: Heineken – The Office Cleaners

According to a report by the ADP Research Institute, workers worldwide were working an average of 9.2 hours of unpaid overtime each week. This trend of overworking has been on the rise since the onset of the pandemic. Workers were putting in more hours than ever, which can led to a decline in their physical and mental health. Overworking can have adverse effects on an individual’s well-being. Despite this, many people continued to work long hours, either out of ambition or necessity. Such high levels of overworking could lead to burnout, increased stress, and a lack of work-life balance.

Insights

In an attempt to address this issue, Heineken partnered with Le Pub to launch a global campaign to promote responsible work habits. The campaign was focused on restoring a healthy work-life balance by encouraging individuals to take breaks, manage their time effectively, and avoid working extra hours unnecessarily. The campaign was launched in response to the observation that some individuals remain at work until the cleaners arrive, indicating an imbalance between their professional and personal lives. This initiative aims to promote a culture of responsible work habits and encourage individuals to prioritize their well-being.

In Argentina, where 81% of individuals have admitted to overworking, Heineken and Le Pub have debuted “The Office Cleaner” campaign, directed by acclaimed filmmaker Ali Ali. This powerful commercial portrays an employee working late in an empty office, a poignant reminder of the dangers of overworking.

Connection to the brand

Heineken, renowned for its commitment to fostering genuine connections over a beer with friends, hoped to encourage discussions around the importance of prioritizing leisure and social time, particularly in the face of societal pressures to grind constantly. Campaigns such as these encourage workers worldwide to reconsider their work-life balance and devote more time to meaningful interactions with loved ones.

Campaign

The hero film in this campaign for The Office Cleaners served as the centrepiece of a comprehensive 360° campaign, which included social media and digital content and an engaging viewer activation. Heineken and Le Pub partnered with local corporate cleaning companies to further promote the Heineken #workresponsibly movement. Office cleaners wore vests featuring QR codes that unlock vouchers for Heineken beers at nearby bars after work hours when scanned.

Heineken has adopted an innovative approach to tackle the issue of overwork, which had become a rising problem in today’s fast-paced world. This approach promoted a healthier work-life balance by offering a tangible incentive for socializing and reconnecting with friends. With this initiative, Heineken encouraged individuals to prioritize their well-being and meaningful relationships by taking a break from their busy work schedules. This initiative by Heineken was towards creating a more positive and healthy work environment. The company recognized the importance of a work-life balance and its impact on an individual’s physical and mental health. By encouraging individuals to take time to socialize and connect with their loved ones, Heineken is promoting a better lifestyle.