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Racing To Responsibility: Heineken’s Player 0.0 Crowns Malaysia’s Top Driver
Heineken has wrapped up its “When You Drive, Never Drink” (WYDND) campaign with a thrilling finale in Malaysia, blending the excitement of racing with a strong message about responsible drinking. The campaign, starring three-time Formula 1 World Champion Max Verstappen, introduced Malaysia to Player 0.0—a unique mobile and sim racing competition designed to underscore the importance of staying sober behind the wheel.
Since June, over 1,500 participants engaged in the Player 0.0 competition, resulting in 50,000 gameplays. The competition reached its peak this month as the top 20 racers were invited to the Player 0.0 Malaysia Finals at Piazza, Pavilion Bukit Jalil. The event, held alongside a live viewing of the Formula 1 Dutch Grand Prix, offered fans an immersive experience complete with F1-themed activities and a vibrant atmosphere.
As attendees enjoyed Heineken 0.0, they watched the finalists battle it out on the sim racing setup, where Chong Kai Chang emerged as Malaysia’s ‘Player 0.0’. Chong will now represent Malaysia at the global finals in Madrid, Spain, held during the Gamergy Esports and gaming festival, with the added thrill of meeting Max Verstappen.
The event wasn’t just about racing; it was a celebration of motorsport and responsible enjoyment, with local DJs Blink, Jovynn, Mister Rodrigo, Pitch Shift, and Shwan Zod energising the crowd with F1-themed music.
“Heineken has always aimed to bring people together through refreshing experiences. With our Player 0.0 initiative, we’re promoting responsible consumption in an innovative way through mobile and sim racing. Our goal is to inspire consumers to enjoy responsibly, emphasising that the best driver is the one who isn’t drinking unless it’s a Heineken 0.0.”
– Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad.
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