Heineken unites Aussies over their love of Formula 1 with Player 0.0 launch via Publicis

Heineken unites Aussies over their love of Formula 1 with Player 0.0 launch via Publicis

In line with what promises to be yet another exceptional F1 racing season, Heineken has launched Player 0.0, an integrated gaming initiative in cities across Australia, to mark the Formula 1 Rolex Australian Grand Prix. The intiative was created by Publicis, Herd MSL, Momentum Worldwide and UM.


Created in partnership with global F1 superstar, two-time World Champion, and avid gamer, Max Verstappen, Player 0.0 is a national Sim Racing tournament that seeks to unite Aussie F1 fans through their shared love of the sport.

Along with a raft of local influencer talent, Heartbreak High actor, Josh Heuston and gaming expert, Stephanie ‘Hex’ Bendixsen, are collaborating on the campaign, inviting Aussies to race around a virtual F1 racetrack at event sites across the country in Sydney, Perth and Melbourne.

The winner from each pop-up activation will win a trip to attend the Formula 1 Rolex Australian Grand Prix 2023 in Melbourne where they will compete for the ultimate title – the Australian Heineken Player 0.0 Champion!

Player 0.0 is part of Heineken’s global campaign, ‘When You Drive, Never Drink’ with brand ambassador Max Verstappen. Through a series of global sponsorship activations, Heineken is encouraging responsible consumption, complementing the brand’s existing association with Formula 1.

Separately, there will also be an epic Heineken Saturday free ticketed event, featuring local live acts DJ Hayden James, Kinder and Crooked Colours. The variety of campaign formats nod to the anticipation and excitement building around the event from around Australia and the world.

Says Dino Bozzone, country manager Australia, Heineken: “We are incredibly excited to launch Heineken Player 0.0 with global superstar, Max Verstappen, as well as working with local fans of the sport, Josh Heuston and Stephanie Bendixsen. From IRL to URL – the launch of Heineken Player 0.0 enables us to entertain and unite F1’s passionate and growing fanbase in new ways, as we spread the message of ‘Enjoy Heineken Responsibly’ even further.”

Heineken’s Player 0.0 activations will be live at the following locations:

Sydney: Westfield Parramatta, 10th – 12th March

Perth: Brass Monkey, Northbridge, 17th – 19th March

Melbourne: Chadstone Shopping Centre, 24th – 26th March

For more information, visit www.heinekenf1.com.au.

Global creative agency: Publicis

PR and Influencer agency: Herd MSL
Steph Banno – Strategy Director
Bryony Czujko – Senior Account Director
Cat Schwerdt – Senior Account Manager
Nikki Carruthers – Senior Account Executive
Ishwari Naicker – Account Executive

Activation agency: Momentum Worldwide
Angela McGlinchey – Group Account Director
Vasudha Arora – Account Manager
Renee Schembri – Executive Producer
Matt Batten – Executive Creative Director

Media agency: UM
Lauren Thornborough – Senior Client Director
Amy Cummins – Senior Integrated Planning Director
Ryan McIntosh – Performance Manager