THE PEE ANALYSER

Short List
TitleTHE PEE ANALYSER
BrandZOUK SINGAPORE
Product / ServiceANTI-DRINK DRIVING
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
Rowena Bhagchandani DDB Group Singapore Account Manager
Steven Chin DDB Group Singapore Producer
Leslie Goh DDB Group Singapore Producer
Jackie They DDB Group Singapore Head Of Broadcast
Aaron Santos DDB Group Singapore Technologist
Yishu See DDB Group Singapore Technologist
Loy Yoke How DDB Group Singapore Technologist
Yeo Wee Lee DDB Group Singapore Head Of Technology
Chris Soh DDB Group Singapore Art Director
Pradeep D'souza DDB Group Singapore Copywriter
Ken Choo DDB Group Singapore Integrated Creative Director/Art Director
Thomas Yang DDB Group Singapore Deputy Executive Creative Director/Head Of Art/Design
Joji Jacob DDB Group Singapore Group Executive Creative Director
Neil Johnson DDB Group Singapore Chief Creative Officer

Results and Effectiveness

Over 573 drivers were tested in just 2 week. •More than 342 drivers took the Drive Home Service or called a cab.

Creative Execution

We worked with Zouk Singapore to modify their existing urinals in a natural, non-obtrusive manner and install display screens that displayed personal messages to drunk drivers after they were tested for alcohol content. Additionally, we also helped them design and implement a brand new Parking Valet counter that could identify the tagged RFID Card of drunk drivers with a built-in RFID Reader and flash another message to them.

Insights, Strategy and the Idea

Insight Almost every drunk driver thinks he is sober enough to drive Strategy Catch drunk drivers even before they started driving, at a place they least expected. Solution The Pee Analyser. A customized system that identified drivers, tested their urine for alcohol and discouraged drunk driving. RFID Parking Cards were exchanged for car keys by Parking Valets and urinals were modified with urine testing devices and RFID Readers. The RFID Readers detected drivers, the device tested their urine for alcohol and if drunk, the Reader tagged the Parking Cards, which were detected at the Parking Valet counter. Drunk drivers were then offered a Drive Home Service or asked to call a cab.