We created a Martini and Mini Taxi co-promotion. We set up a special Martini Takemehome Machine in a club. When ordering any Martini cocktail at the bar, you also received a straw you could use to blow into the Martini Takemehome Machine. It measures the blood alcohol content and displays a status depending on the results. If BAC is high, exceeding a certain limit, people will receive a discount on Mini Taxi services so they could get home safely. But even if BAC isn’t high enough, you still can order Mini Taxi. Discount was linked to your phone number for the night.

Martini asked us to highlight the fact that they care about their customers and encourage responsible drinking among clubbers. Many of us know how hard it is to get home sometimes when you're really drunk.

The promotion has just started, but it has already got a lot of clubbers involved and achieved high word of mouth effect. Some of the results are already in: our Takemehome Machine has already increased both the orders for Mini Taxi and Martini sales at the bar. For 1 night Mini Taxi even got more orders than it could process, so they had to increase their cars amount. But as the promotion is still going we expect to receive more of these encouraging results.

Originality: Nobody before made anything with breathalyzers, although they are great for interaction. People could have some fun by blowing into them, sharing their photos on Facebook and receiving a valuable (30%) discount for a taxi to get home safely.Why it's appropriate to the brand: Martini is strongly pro-responsible drinking and it shows they care about their customers.