Title | THE PEE ANALYSER |
Brand | ZOUK SINGAPORE |
Product / Service | ANTI-DRINK DRIVING |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
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 |
Over 573 drivers were tested in just 2 week. •More than 342 drivers took the Drive Home Service or called a cab.
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.
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.