THE HAPPY ENDINGS VOUCHER – is designed for couples, so they can reward each other for driving drink-free.

The voucher uses alcohol litmus technology that one’s partner ‘licks’ to show they are drink-free, to ‘redeem’ their voucher.

Over a two month period we targeted young Aucklander's as they prepared for a night out.

The vouchers became a ‘handbag meme’: with the design cues of a luxury brand and distributed to key influencer's and selected outlets where women plan for a night out – hair salons, nail parlors and clothing stores.

This once desensitised audience, are now putting the drive drink-free message in their pocket. And, they can’t get enough. The vouchers became so desirable, some consumers reportedly offered to purchase the vouchers.

As a result of the campaign, 83% of the target audience now prefer to stay drink-free when they drive.

Significantly, the number of people in the target audience feeling annoyed by staying drink free on a night out has dropped by 70%. That’s because drink-free driving is now seen as the road to a happy ending.

*Perceptive Media