Objective
Heineken's Credentials campaign aimed to inspire consumers to choose its high-quality beer over other premium brands.

Strategy
Uber identified that the average rider in Brazil is a regular beer drinker, making them an ideal target. By focusing on riders in high-intent destinations such as bars and restaurants in São Paulo, Heineken achieved maximum coverage and frequency with their target audience.

Results
The campaign led to significant brand lift for Heineken, with double-digit increases in brand favorability, consideration intent, and message association. Ninety percent of exposed consumers viewed Heineken favorably, and 89% said they would consider the brand in the future. Additionally, consumers who viewed the Journey Ad were twice as likely to associate unique "flavor" with Heineken, a key success criterion for the campaign.