Media > Product and Service
I'M FINE TO DRIVE
THE JUPITER DRAWING ROOM, Johannesberg / ALIVE / 2008
Awards:
Overview
Credits
Overview
CommunicationGoal
Our main target market is South African men and women between the age of 20 and 35. Previous anti drunk-driving campaigns were done as TV commercials and have proven to be low-impact. We decided to do things differently and communicate with our target market there where they least expect it; at places where they go out and socialise. We placed life-size drunkard decals in the toilets of bars, nightclubs, restaurants and in parking garages surrounding these places.
Effectiveness
Drunk-driving incidents went down 40% in the areas that the campaign was run. The return on investment was astounding given the injuries prevented and lives saved, especially seeing as there was no monetary investment for this campaign.
Execution
By choosing life-size drunkard decals, we could really reach our target market right there where they 'intoxicate' themselves, which made the message incredibly direct and powerful. They simply could not avoid seeing our campaign. It also created lots of talk in the toilets and parking garages which in return created lots more extra free word of mouth advertising. A double win!
MediaStrategy
South African men and women between the age of 20 and 35.
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