Title | ELUSIVE COASTER |
Brand | SAB MILLER INDIA |
Product / Service | SOCIAL RESPONSIBILITY CAMPAIGN |
Category | A05. Alternative Media |
Entrant | OGILVY & MATHER Bangalore, INDIA |
Entrant Company: | OGILVY & MATHER Bangalore, INDIA |
DM/Advertising Agency: | OGILVY & MATHER Bangalore, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Piyush Pandey | Ogilvy & Mather | National Creative Director |
Malvika Mehra | Ogilvy & Mather | Creative Director |
Amit Akali | Ogilvy & Mather | Creative Director |
Deepak Joshi | Ogilvy & Mather | Creative Director |
Manoj Jacob | Ogilvy & Mather | Copywriter |
C Ravikumar | Ogilvy & Mather | Art Director |
Soju Varghese | Ogilvy & Mather | Account Supervisor |
V Sundar | Ogilvy & Mather | Production |
B S Srikanth | Ogilvy & Mather | Production |
The objective: establish that drinking and driving don't mix and persuade people not to drive after drinking.
Our challenge: deliver the relevant message without being preachy and make people smile. Insights: Beer communication and consumption is viewed unfavorably by the Government and large sections of the general public in India. To add to this, India was witnessing a significant rise in the number of road accidents caused by drunken driving and the attendant media coverage (one accident involved a Bollywood celebrity) had brought the activities of Liquor companies under severe criticism. It was against this backdrop that Foster's, a popular brand that epitomized 'cool' for the youth, decided to lead the initiative of responsible drinking.
Specially designed coasters with pictures of cars printed on them were placed at key accounts (Pubs, bars). At first glance they seemed like normal coasters, until the mugs were placed on them. When customers placed the mugs on the coasters, the mugs repelled them, thanks to the similar polarities of magnets concealed under the mugs and the coasters. Once the TG recovered from their initial surprise, they saw the message 'Drinking & Driving don't mix' on the mugs. Unlike regular ads, the message was delivered at the point of consumption just before the action we were trying to influence: driving.
Results and Effectiveness The activity was conducted at over 40 pubs and night clubs and generated the desired word-of-mouth and buzz. Effectively communicating the proposition at a place and time where the TG least expected it, but were most prone to receiving it. Both consumers and establishments felt that this was by far the most fun and engaging communication to address the hazards of drinking and driving. And as a result, many pubs and nightclubs have taken it upon themselves to provide cab services to their patrons.