THE ELUSIVE COASTER

The Flash Media Player is required to view this content.
TitleTHE ELUSIVE COASTER
BrandSAB MILLER INDIA
Product / ServiceDON'T DRINK & DRIVE BY FOSTER'S
CategoryB04. Best use of Ambient Advertising: Bar & Restaurants etc.
EntrantOGILVY & MATHER Bangalore, INDIA
Entrant Company:OGILVY & MATHER Bangalore, INDIA
Advertising Agency:OGILVY & MATHER Bangalore, INDIA

Credits

Chief Creative OfficerPiyush Pandey
Creative DirectorMalvika Mehra/Amit Akali/Deepak Joshi
CopywriterManoj Jacob
Account SupervisorSoju Varghese
Art DirectorRavi Kumar C
Other CreditsProduction - V Sundar/B S Srikanth

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.