In Peru, as in many countries, the allowed blood alcohol limit to drive is 0.5 g/l. From that level up, the driver’s reactions are impaired and risks of suffering an accident multiply. In order to generate awareness about this fact, we created a banner that invited the people during the video playback, to interact with the platform of YouTube using a function that has always been there but very few use: playback speed slow down to 0.5. In a very fun way, this function, when slowing playback speed down to 0.5, makes anyone speaking in the video act very much like a person under the influence of 0.5 g/l of blood alcohol.

During a week, we placed the banner in the most popular videos of YouTube, making famous people like Messi, Obama, pope Francis, and the most popular youtubers such as SoyGerman work for our campaign for free. Influencers spread the word about the campaign with the hashtag #EfectoCeroPuntoCinco (#ZeroPointFiveEffect), making it into a trending topic in Peru.

-With just a click, we were able to show how drinking alcohol may affect physical, motor and psychological ability when driving.

-27.000.000 digital impressions (Approximately 73% of Peru's entire population)

-Trending Topic in Peru

-Hundreds of user-generated videos

-We created a FUN campaign in a very "BORING" category, positioning Pacifico Seguros specially with millennials, which are some of the most affected by this issue.

-We raised awareness about one of the most important causes of deaths in Per. A very important issue specially for an insurance company that is not only responsible for taking care of it's clients in case of an accident, but also to prevent them to happen.