Execution

Specially designed coasters and mugs were distributed across several Key accounts (pubs, watering holes). The coasters had pictures of cars and speed statistics on them while the mugs carried the simple message 'Drinking & Driving don't mix'. At first glance they seemed like normal coasters, until the mugs were placed on them. When customers tried to place the mugs on the coasters, the mugs repelled the coasters, thanks to the similar polarities of the magnets concealed under both the mugs and the coasters. Once the TG recovered from their initial surprise, they saw the message on the mug: 'Drinking & Driving don't mix'. The message, unlike most regular ads, was delivered at the point of consumption and more importantly just before the action which we were trying to influence: driving.