Heineken's digital campaign proved to be successful

“Know the signs” is part of the succesful “Enjoy Heineken responsibly” marketing plan through which Heineken aims to provide comprehensive information about the effects of alcohol consumption.

The campaign has reached Hungary in November 2008 and proved to be successful. Through global research Heineken has learnt that people tend to transform into one of 5 embarrassing characters or alter-egos on a night out, and that although they might reluctantly admit it for themselves, they definitely see the transformation in their friends. These characters have been identified as: The Crier, The Fighter, The Sleeper, The Exhibitionist or The Groper.