A Heineken® beer abroad can cost up to three times more than it does at home for South Africans which affects how much we can socialise when travelling abroad. When every round requires a quick mental conversion, the moment starts to feel a little less free. So, Heineken® decided to remove the maths. Introducing ‘Bar De Change’ – a Bureau de Change, but for beers.
At OR Tambo International Airport in Johannesburg, Heineken® installed a one-of-a-kind exchange counter where travellers could purchase Heineken® beers at South African prices before they departed. Instead of exchanging currency, travellers received digital vouchers which were redeemable at participating Heineken® partner bars across Europe.
The result? At selected partner bars across Europe, a Heineken® could cost the same as it does back home. One beer there = one beer here, making it easier for South Africans to keep socialising and sharing moments wherever their travels take them.
‘South Africans understand better than most how exchange rates can shape everyday experiences abroad,’ said Alex Drake, Heineken® Brand Director South Africa. ‘As the world’s most international brewer, Heineken exists to bring people together across borders. With Bar De Change, we wanted to remove the friction of currency conversions so travellers can focus on what really matters, sharing social moments wherever they are.’
To bring the idea to life, a group of South African creators travelled to Europe, redeeming their Heineken’s across multiple cities and documenting the experience in real time.
Actor Kwenzo Ngcobo captured the simplicity of the idea, ‘It’s such a simple thing but it changes everything. You’re not thinking about the price or doing the conversion, you’re just in the moment, enjoying the city and the people around you.’
Content creator Katlego added, ‘It turns something small into something memorable. Your first beer in a new city already feels like home.’
And for Candice Coulsen (Kandis Kardash), it was about what the idea represents, ‘Travel is about new experiences, but this makes you feel connected straight away.’
Bar De Change was launched out of South Africa, a country where the impact of exchange rates is felt every time people travel. But, if the Rand ever strengthens, we’ll make sure the next round is on us.
HEINEKEN
www.theHEINEKENcompany.com
