We had to reach consumers with our message right at the time when they were about to drive a vehicle after the consumption of alcohol. The precise way to do this was occupying the panel on digital radios in cars with RDS (Radio Data System), on those days and hours when Cristal’s target audience usually goes out on the town and drinks alcohol, showing the phrase “If you’re going to drink, hand over the keys” – Cristal Beer, that’s the way we like it. This message appeared on the panel just in time when consumers were starting to drive. Apart from reinforcing our idea among the younger set, this appeal was also available on mobile phones featuring RDS.

This action helped the concept “Hand over the Keys” to catch on in the mass media as well as among people in general, as common parlance. In this way, a conscience of responsibility associated to the consumption of alcohol started to appear in relation to driving, led by Cristal Beer.