Heineken worked with Publicis Brazil to develop 'An Ad That Saves Energy' and it took the form of a completely black advertisement to raise awareness for the Green Energy Project; this project is all about using renewable energy at 40% of Heineken’s partner bars and restaurants by the end of the decade.
An Ad That Saves Energy was created using screens that blocked out light and it ran during primetime slots on TV, successfully reaching about 33 million televisions at the same time. According to LuzIS Consultancy, the blackout advertisement from Heineken actually saved enough energy to power a small city of 57,000 residents for several hours. Additionally, the energy-saving ad was effective at driving a record number of registrations for Heineken's Green Energy Project.
Key Themes Behind This Trend
- Renewable Energy Advertising
- Brands can create renewable energy-focused campaigns that raise awareness while also saving energy.
- Blackout Ads
- Creating blackout-style ads that use minimal energy can be an effective way to promote sustainability and consciousness among viewers.
- Green Energy Projects
- More companies can partner with green energy initiatives to reduce their carbon footprint and promote sustainable practices.
Where This Applies
- Alcohol
- Alcohol brands can partner with renewable energy projects to promote sustainable practices and reduce their carbon footprint.
- Advertising
- Companies can create energy-saving ad campaigns that promote green energy initiatives and sustainability, while also driving engagement and brand awareness.
- Hospitality
- Partnering with renewable energy projects can help hospitality businesses reduce their energy consumption and costs, while also promoting sustainability to customers.
