Cannes Lions

MYTEKSI

OGILVY MALAYSIA, Kuala Lumpur / MYTEKSI SDN BHD / 2013

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THE BRIEF

Drunk driving contributes to approximately 25% of all fatal accidents in Malaysia. MyTeksi, a taxi service, wanted to highlight the dangers of drunk driving and promote taxis as a safer alternative.

SOLUTION

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 surprised users by delaying the content of the ad, at the same time, demonstrating the delayed reaction of a person driving under the influence.

A call to action for the user to download the MyTeksi app and book a taxi to go out drinking was given as a safer alternative.

RESULTS

• Bookings increased by 14%

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

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