The Brief

Zouk, Asia's premier clubbing destination, wanted to deter drunk driving in a way that was relevant and impactful.

Describe how the promotion developed from concept to implementation

To discourage drunk driving, we created a customized system that identified drivers, tested their urine for alcohol and discouraged drunk driving. Our solution: The Pee Analyser 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.

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

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

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

Anti-drink driving awareness advertisements have almost become blind spots. Our solution took anti drink-driving messaging to a new level. By identifying drivers, testing their urine for alcohol content with a custom-designed device in urinals and discouraging them from driving drunk. All at a place they least expected. Bars. Creative Strength: Ideally located to catch drunk drivers in a non-obtrusive manner. Originality: We custom-built a Urine Testing Device that could be placed in multiple urinals and could provide consecutive readings in crowded toilets.