• by Teresa Buyikian , 11 hours ago

Heineken continues its global campaign encouraging in-person connections with its latest effort via WhatsApp.

The brand this week launched new creative as a pilot program in Brazil, the country that sends and receives the most voice messages in the world, per data from Meta -- a total of almost 150 hours a year spent sending and received voice notes.

Created by LePub Milan and Sao Paulo, the work provides incentive to “those who’d prefer to meet up and connect face-to-face, bringing back the art of in person conversation.” Now WhatsApp users can send those too-long-to-listen-to voice memos (over three minutes in length) to a private, encrypted bot. In response they will receive a message “Could have been a Heineken,” along with a voucher for a free beer and a recommendation of local bars to meet up with friends in real life.

“Just like we all know meetings that ‘could have been an email,’ we’re now seeing voice notes that ‘Could have been a Heineken,’” says Nabil Nasser, global head of Heineken, in a release. “We want to make it easier for people to share moments of socialization in real life.”

In a study of over 14,000 consumers worldwide, more than half (52%) of those polled “feel voice notes are replacing IRL interactions, rising to 60% amongst Gen Z.” Half of those (49%) admitted to “spending entire evenings” sending voice notes, despite 54% saying they have their most fulfilling conversations face-to-face.

The campaign is currently running in Brazil, via OOH and social activations and video, such as seen here. Additional global markets will be added in the next few months, according to the brand.