Title | BLIND CAR |
Brand | HARD ROCK CAFE |
Product / Service | ANTI-DRUNK DRIVING |
Category | B04. Public Service, Charity & Fund Raising |
Entrant | McCANN WORLDGROUP Mumbai, INDIA |
Entrant Company: | McCANN WORLDGROUP Mumbai, INDIA |
Sales Promotion/Advertising Agency: | McCANN WORLDGROUP Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Prasoon Joshi | McCann Worldgroup | Executive Chairman & Regional Executive Creative Director, Asia Pacific |
Ashish Chakravarty | McCann Worldgroup | Creative Director |
Amit Nandwani | McCann Worldgroup | Creative Director |
Rohit Devgun | McCann Worldgroup | Creative Director |
Amit Nandwani | McCann Worldgroup | Copywriter |
Rohit Devgun | McCann Worldgroup | Art Director |
Qutub Sheikh | Freelancer | Production Manager |
Aakash Gupta | Freelancer | Music Composer |
Ashutosh Joshi | Uncommon sense Communications | Producer |
Satish Kataria | McCann Worldgroup | Editor |
V. Bhaskar Preenja | McCann Worldgroup | Account Manager |
Chandra Shekhar | Freelancer | Photographer |
Pranjal Bordoloi | McCann Worldgroup | Photographer |
Dheeraj Renganath | McCann Worldgroup | Creative consultant |
Ali Zaved Rizvi | Freelancer | DOP |
Jeet Kalra | McCann Worldgroup | Agency Producer |
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.
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.
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.
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.