In June 2008, the Brazilian government imposed a zero tolerance law for drinking and driving. People were afraid to be punished and alcohol consumption immediately dropped by 40 percent.We created a PR campaign for Johnnie Walker as a new activity for the responsible drinking program “Piloto da Vez” Movement (Designated Driver). It began in 2004, when the brand became a sponsor of the Vodafone McLaren Mercedes F1 team.The brand wanted to contribute to behaviour changes, help bar owners keep their customers and, most important, get people talking about the exclusive Johnnie Walker expression “Piloto da Vez”.With low budget and high agility, we developed a plan: Johnnie Walker donated 20,000 kilometres of free taxi rides to any citizen over 18 to go to restaurants, bars and return home in São Paulo and Rio de Janeiro. We also negotiated no-cost partnerships with important communication networks.We requested Mika Häkkinen to launch the free taxi rides activity in Rio de Janeiro. Lewis Hamilton honoured all taxi drivers and drove a Mercedes customized as a cab in São Paulo. They also gave rides to consumers, bar owners, celebrities and journalists.The media placements were over R$4 million (US$ 1.7 million).

We made it possible for Johnnie Walker to offer the free taxi rides less than 20 days after the new law.From July 12th 2008 to October 5th, anyone over 18 could call the taxi company in São Paulo and ask for the free ride (up to 10 kilometres) with the password: “I want my Piloto da Vez” from 7 pm on Saturday until 5 am on Sunday. This service is currently still running but the rides are to specific bars.In Rio de Janeiro, the offer began on October 7th , announced by Mika Häkkinen during an event at Sambódromo (Carnival Avenue). In São Paulo, on October 30th, Lewis Hamilton honoured all taxi drivers and drove a Mercedes customized as a cab, leaving from the night club Museum. They also gave rides to consumers, celebrities and journalists.An activation plan was also designed to engage bar owners into the “Piloto da Vez Movement”.

With a low budget, we reached maximum results. The media placements were over R$4 million (US$ 1.7 million) in major Brazilian media and also generated internet buzz in consumer's blogs.Johnnie Walker donated 20,000 kilometres in 2,500 free taxi rides. The cab company had the number of taxi drivers doubled to 200 cars - and the business increased 80% during the activity period.The positive press exposure helped build awareness of “Piloto da Vez Movement” as the pioneer responsible drinking program of Johnnie Walker. The brand was the first brand in the alcoholic beverage industry in Brazil to offer a safe option for people to still go out and come back home by taxi, without worrying about the new Law. Johnnie Walker was also the only brand to conduct research about Brazilian drinking and driving habits before and after the new Law, which received big coverage.For 77% of Brazilians the Movimento Piloto da Vez is the best choice for not drinking and driving.