The Office Cleaners - Heineken

In a world where overtime is often worn as a badge of honor, Heineken delivered a message that resonated with the overworked: it's time to log off and live on. The "Night Office Cleaners" campaign by Heineken was not just a reminder but a ticket to camaraderie, cleverly using the backdrop of the work environment itself.

As office lights burn late into the night, signaling the unwavering dedication of employees, Heineken saw an opportunity to promote work-life balance in a novel way. In the corridors of Argentine offices, cleaning staff became the unlikely heralds of leisure and social life, wearing QR codes that held the promise of free beer at nearby bars.

This campaign ingeniously repurposed QR technology, typically a tool for work, into a passport for pleasure, integrating a call to action that resonated with the very ethos of Heineken: bringing people together. The strategic placement of these codes on the night cleaners' attire was a gentle nudge: "When you see us, it's time to see your friends."

With over 7,000 QR codes redeemed in the first week, this campaign didn't just encourage leaving the office; it made it the best part of the day.

Key Takeouts:

1. Timely Trigger: The campaign brilliantly timed the appearance of cleaners with the moment employees should be wrapping up, merging the cue to leave work with an instant reward.

2. Strategic Partnerships: Aligning with seven major cleaning companies, Heineken ensured widespread reach within the corporate ecosystem.

3. Behavioral Insight: By capitalizing on the moment workers encounter night staff, Heineken turned a routine signal to wrap up the day into an invitation for social interaction.

Heineken's "The Night Office Cleaners" campaign is a testament to the power of context-driven marketing. It turned the end-of-day routine into a celebration of disconnecting, driving the message that life beyond the desk is ripe for enjoyment. With over 7,000 QR codes redeemed in the first week, this campaign didn't just encourage leaving the office; it made it the best part of the day.

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• Credits

  Bruno Bertelli: Global CEO Le Pub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy - LePub

  Cristiana Boccassini: Chief Creative Officer - LePub

  Mihnea Gheorghiu: Chief Creative Officer - LePub

  Andrey Tyukavkin: Global Executive Creative Director - LePub

  Eoin Sherry: Global Executive Creative Director - LePub

  Cyril Louis: Executive Creative Director - Le Pub Singapore

  Antonio Jorgaqi: Senior Experience Strategist - LePub

  Alessandro Agnellini: Associate Creative Director - LePub

  Ilko Petkov: Global Data Strategist - LePub

  Daniela De Seta: Associate Creative Director - LePub

  Francesca Zazzera: Chief Creation Officer - LePub

  Mattia Anelli: Senior Art Director - LePub

  Claudio Roveda: Editor - Freelance

  Andrea Zanino: Senior Copywriter - LePub

  Paola Natellis: Global Client Service Director - LePub

  Isabella Cecconi: Global Head of PR & Communication - LePub

  Ilaria Castiglioni: Group Account Director - LePub

  Monica Radulescu: Global Strategy Director - LePub

  Gonzalo Gutiérrez Gauna: Account Director - LePub

  Maria Lekka: Senior Strategic Planning| Team Lead - AMPLIFY

  Marie Boucaut: Global Client Manager - AMPLIFY

  Lisa van Vliet: Senior Campaign Manager - AMPLIFY

  Ruben Neuhaus: Campaign Manager - AMPLIFY

  Ali Hares: Social Media Director - LePub

  Natalia Cortes: Social Media Manager - LePub

  Cinzia Morandi: Producer - LePub

  Fernando Bellotti: Chief Creative Officer Latam - Publicis Argentina

  Fabio Mazía: Chief Creative Officer Argentina - Publicis Argentina

  Francisco Bledel: Executive Creative Director - Publicis Argentina

  Nicolás Gruschetsky: Account Director - LePub

  Daniel Marando: Account Director - Publicis Argentina

  Federico Provenzano: PR Account Director - Ninch

  Daniel Peralta: PR Account Coordinator - Ninch

  Camila Barbieri: PR Account Executive - Ninch

  Ernestina Cáceres: PR Account Assistant - Ninch

  Bram Westenbrink: Sr. Director Global Heineken® Brand - Heineken

  Agnieszka Gorecki: Heineken® Global Communication Director - Heineken

  Rob Van Griensven: ​​Heineken® Global Digital Director - Heineken

  Guilherme Retz: Heineken® Global Communication Manager - Heineken

  Jonathan O’Lone: Heineken® Brand Global PR Lead - Heineken

  Bram Reukers: Heineken® Global Digital Production Manager - Heineken

  Fernando Sanz Nicuesa: Heineken® Country Manager South Cone - Heineken

  Luciana Ortega: Heineken® Marketing Manager Argentina - Heineken

  Carolina Casasnovas: Heineken® Brand Manager Argentina - Heineken

  Mariano Defelipe: Managing Director The Pub Argentina - The Pub Production

  Greta Bosisio: User Experience Designer - LePub

  Francois Rousseau: Global Director Experience and Innovation - LePub

  Diego Mc Loughlin: Executive Producer - The Pub Argentina

  Esteban: Producer - Freelance (The Pub Argentina)

  Nicolas Mazzi: Director - TresBien

  Tomas Vidal: Executive Producer - TresBien

  Matías Caresani: Producer - TresBien

  Merlina Seijo: Producer - TresBien

  Julián Babino: DP - TresBien

  Teresa Pini: Art Director - TresBien

  Carolina Segatta: Stylist - TresBien

  Anna Visigalli: Grading - Freelance

  Franco Canoba: Senior Copywriter - Publicis Argentina