THE BRIEF

Drunk driving contributes to approx. 25% of all fatal accidents in Malaysia. MyTeksi wanted to highlight the dangers of drunk driving and promote a safer alternative.

SOLUTION

90% of people close web banners instantly. We used this to our advantage, creating a banner that initiates when closed.

The banner surprised users and demonstrated the delayed reaction of a drunk driver.

We targeted sites around 5pm-8pm, encouraging people to book a taxi to go out drinking.

RESULTS

• Bookings increased by 14% in the early evening

• More people booked taxis to go out, so they couldn't drive back

Instead of the usual scare tactics, we choose a simpler but stronger message based on the insight that alcohol slows a person’s reaction time.

We used a media that was perfect to surprise users as well as demonstrate the message of the ad at the same time.

• Bookings increased by 14%

• More people booked taxis to go out, so they couldn't drive back