Results and Effectiveness

The activity was a roaring success and got massive word-of-mouth publicity. It was widely written about in newspapers, magazines and online blogs. Various organizations like Delhi Police, NGOs and student bodies pledged their support to the cause. It also generated PR buzz worth Rs. 12 million across the print, Internet and social media… all within a budget of a few thousand rupees.

Creative Execution

A car fully covered with a typical car cover with “drunk driving is as dangerous” printed on both sides was driven across the busy streets of Delhi for a week. In order to ensure a safe drive, a special one way see-through material – transparent from inside and opaque outside – was used for the cover. The car created quite a buzz around the places it was seen. The sight of a covered car being driven across the streets got onlookers talking. This earned the initiative extensive word-of-mouth publicity, making sure the word travelled even to those who didn’t catch a glimpse of the car.

Insights, Strategy and the Idea

New Delhi has witnessed a huge rise in drunk driving accidents in the last few years. In 2010 alone, around 9,000 such accidents took place in the city. Over 2100 of these were fatal. While people of Delhi recognize the serious threat posed by drunk driving, they often tend to ignore it. Hard Rock Café felt the only way to check this alarming trend is to convey the dangers of drunk driving in an impactful manner. So, we decided to do an outdoor stunt, using the very same medium through which they commit the offence – a moving car. Thus ensuring the message registered well with the people on the roads.