The heavy episodic rate of Korea is twice as high as the OECD average, and the average of 400 drunk driving cases are reported daily. As such, drunk driving remains as one of the gravest social issues in Korea.

Kakao is a mobile application service used by 97% of smartphone users in Korea. Among Kakao’s key services are Mobile Pay and the designated driving service application.

As a majority of daily tasks are processed via mobile phone in Korea, we thought we could tap into Kakao’s diverse mobile system provide not only convenient services but also campaigns for the public interest.

Two major reasons why Korea has a high number of drunk driving accidents are the society-wide tolerance towards drunk driving and “slap on the wrist” punishments for the offenders.

Accordingly, it is inevitable that many people tend to have the “one drink should be okay” mentality and get behind the wheel unconsciously even after drinking.

Against this backdrop, this preventive measure, which reminds the danger to people whose judgment is compromised by alcohol and naturally elicits change in behavior through receipts for drinks, is expected to create a significant impact.

While every other receipt in this world is white,

we came up with the idea of red receipt signaling the danger of drunk driving.

Kakao is a mobile application service used by 97% of smartphone users in Korea.

When the payment is made via KakaoPay, payment data is analyzed real-time through the POS (point-of-sale) system, which is capable of Accurate Targeting.

Then, white receipts will be issued to customers who didn’t consume alcohol and red ones for those who did.

The receipt includes a warning message about drunk driving and a button for calling a designated driver.

With a tap on the button, the designated driver arrives at the location of the customer within a few minutes, which is enabled through real-time location tracking.

With one piece of red receipt, the situation that could have led to drunk driving instead ends with a safe trip home with a designated driver.

It is a common sense for everyone that one should not be driving while intoxicated.

However, the biggest issue is that alcohol can numb the mind, leading one behind the wheel.

Therefore, we need a preemptive measure which signals dangers and prevents drunk driving during those few minutes between finishing the drinks and getting behind the wheel.

What we paid attention to is receipts that we get after paying for the drinks.

Especially in Korea, where the rate of mobile payment users is among the highest in the world, customers are often issued with mobile receipts after making payments at restaurants or bars.

We thought it would be highly effective in preventing drunk driving if mobile receipts issued right after paying for the drinks can signal the danger of drunk driving through the payment data analysis technology that sets apart customers who consumed alcohol.

For the execution location, we designated restaurants and bars in popular areas for drinking and dining.

The campaign took place from February 22 to March 8, 2019 at two locations: “Lee-Ga Korean Barbeque,” a college-student-frequented restaurant near Hanyang University, Seoul, and “Yeon-An Restaurant,” a popular destination for corporate get-togethers in the business district of Pangyo.

Throughout fifteen days, many people visited the restaurants, tried out Redceipt, and participated in the campaign voluntarily.

For the fifteen days of the campaign, many people visited the restaurants, paid for their drinks via mobile payment, received Redceipt, and went home safe using the designated driver service.

Also, a large number of people shared Receipt through KakaoTalk, Korea’s leading mobile messenger, and on their social media.

During the campaign period, the service use of Kakao’s designated driver service also increased to a large extent; the whole campaign process and results were covered by major media and social media outlets.

- A substitute driver (REDCEIPT) connection call rate 30%.

- One in three people will returned home calling for a substitute with the REDCEIPT during the campaign period.

- Drunk driving accidents rate decreased by 37% during the campaign period.

*Source : Kakao Data Center / Kakaopay Pos System

*There may be a numerical difference due to the difference in the surveying areas within the same period.