The use of radio as a medium could not be more critical to the campaign. Radio is the only medium capable of infiltrating into the sanctity of an inebriated driver's car, when he is at the critical point of deciding to operate a vehicle that could well endanger himself and others. This is especially amplified when the radio became the voice of the (drunk) car.

We made potential drunk drivers realise one sobering truth -- When you’re drunk, so is your car.

We targeted potential drunk drivers in car parks near crowded nightlife areas. Using a High-Powered FM Transmitter, we briefly hijacked the signal of popular radio stations and broadcasted special messages directly into their cars.

The use of radio as the medium could not be more critical to the campaign. Radio is the only medium capable of infiltrating into the sanctity of an inebriated driver’s car, when he is at the critical point of deciding to operate a vehicle that could well endanger himself and others. This is especially amplified when the radio became the voice of the (drunk) car.

The guerilla campaign was a great success, with over 68% of the drivers deciding to take a taxi home, or sobering up before driving. Alcohol-related accidents fell for the first time in 9 months. Brand awareness scores for Carlsberg's CSR efforts rose markedly and the social media was abuzz with the campaign. The best result? Motorists now know they are too drunk to drive when their cars start talking to them.