The Brief

Thailand ranks number three in the world in drunk driving fatalities and annually, large investments in advertisements warn people about the dangers of driving drunk however, nothing seems to convince them. Targeting mostly drivers who always think they’ve had just a few drinks and are capable of driving, they don’t realize that just a few drinks can cost lives. The objective was to stop these drivers before they stepped into their vehicles, targeting them where they had an opportunity to risk driving drunk and to give these people a thought provoking message that could help them to reconsider.

Describe how the promotion developed from concept to implementation

The Drink Drive Tester let people get a glimpse of the worst that could happen to them, so they could reconsider driving drunk. By simply logging into Facebook, the camera candidly captured their faces and requested them to blow into the breathalyzer to discover if they were fit to drive. The results were presented in an impactful way and auto-shared on Facebook, based around various outcomes in accordance to the alcohol levels in their system. The desired outcome was to give them a sense of brutal truth about what could occur if they chose to drink and drive.

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

The results were highly effective in changing drinker’s perception of driving under the influence. Because of the personalized graphical image presented to the target audience, that was also shared on Facebook, the thought provoking message resulted in most changing their minds about driving drunk. Most participates of the Drunk Drive Tester opted to call either their family or friends, or take taxi’s that we provided. Clearly many of whom witnessed or heard about the Drink Drive Tester that night also left their cars behind. The ROI proved highly effective verses traditional ads that merely advised not to drink and drive.

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

The Drink Drive Testers were relevant because; • It was placed in high traffic bars around Bangkok directly where drivers had the opportunity to risk driving drunk. • It directly impacted the target audience via a personalized message, based around their own consumption of alcohol. • It was placed where drivers would be most receptive and venerable to our thought provoking message. • It auto-shared driver’s personalized message on Facebook, invoking friends to also reconsider our message. The creative execution was appropriate to the brand because of its deliberate relevancy to the objective, effectiveness of communicating directly, and where traditional advertisements had failed previously.