The Brief

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 that the only way to check this alarming trend is to convey the message strongly that drunk driving is deadly and can take away their lives.

Describe how the promotion developed from concept to implementation

Given the seriousness of the situation, a strong message had to be delivered in a manner that would leave a deep impact in the minds of Delhi-ites. So, a car fully covered with a typical car cover was driven across the busiest streets of Delhi for a week. The message “drunk driving is as dangerous” printed on both sides drove the point home quite simply and clearly. In order to ensure a safe drive, a special one way see-through material – transparent from inside and opaque outside – was used for the car cover.

Describe the success of the promotion with both client and consumer including some quantifiable results

The activity was a roaring success. We reached out to thousands of people on the road who watched the fully covered car with sheer awe and disbelief. Thanks to the massive word-of-mouth publicity, the Blind Car became the talk of the town in no time. Besides, the campaign was widely written about in newspapers, magazines and online blogs. Various organizations like Delhi Police, NGOs and student unions pledged their support to the cause. It generated PR buzz worth Rs. 12 million across the print, Internet and social media… all within a budget of a few thousand rupees.

Explain why the method of promotion was most relevant to the product or service

The method of promotion was relevant as it used the very same medium through which people commit the offence – a moving car. Thus ensuring the message registered well with the people on the roads. Moreover, the unusual sight of the Blind Car was impossible to miss. Its striking visual appeal grabbed attention and made the people of Delhi sit up and take notice. Besides being highly cost-effective, it showcased a unique, innovative medium that itself became the message.