Title | HOTLINE SERVICE FOR DRINKERS |
Brand | DUVEL |
Product / Service | BEER |
Category | A05. Alternative Media |
Entrant | PUBLICIS SHANGHAI, CHINA |
Entrant Company: | PUBLICIS SHANGHAI, CHINA |
DM/Advertising Agency: | PUBLICIS SHANGHAI, CHINA |
Credits |
Name | Company | Position |
---|---|---|
Cherry Chan | Publicis Shanghai | Creative Director |
Nicky Wong | Publicis Shanghai | Copywriter |
Leo Lee/Ken Lee | Publicis Shanghai | Art Director |
To enhance Duvel Beer’s image on commonwealth, by the way of creating a special way to deliver the message“don’t drive and drink”. People maybe die or get injured if they drive after drinking, all people know the truth, but they still do this. So our strategy is an action, to let them call taxi after drinking, instead of just telling them not to drive after drinking by word of mouth.
It’s a special and interesting event, and much more effective than just telling people “Hey, it’s dangerous, don’t do that” in normal ads, And many people in bars join in the event unconsciously. DUVEL is a beer brand, so the product owns the property for entertainment ambience with beauties and bars. and what's most important is that it's more proper for DUVEL BEER to launch such a commonweal event ,"don't drink and drive".
We make an event in bars and clubs, and “seduce” drunk people to call for taxis instead of driving. From August 2008, a hotline―54173 applied, Duvel has launched a “taxi hotline for drunk people” campaign. and founded “The belle special operation team”, composed by beautiful young ladies. They sneak into bars and clubs to “seduce” the drunk men, leaving them with the hotline number for taxis.
The whole campaign is spread to Focus Media and Internet. According to track, during the campaign, more than 1 thousand drunk men called the hotline. Tudou, Youku, LED in bars, Focus Media also covered this campaign. Some people even pass them to friends via MSN or QQ… All of sudden, hotline become hot topics and the idea of “taxi hotline” become more rooted in people’s heart.