| Title | OLA - DRUNK TWEETS |
| Brand | OLA CABS |
| Product / Service | OLA CABS |
| Category | C03. Use of Social Platforms |
| Entrant | HAPPY mcgarrybowen Bangalore, INDIA |
| Idea Creation | HAPPY mcgarrybowen Bangalore, INDIA |
| Name | Company | Position |
|---|---|---|
| Kartik Iyer, Praveen Das, Siddhartha Roy, Sandeep KS, Kanick Samuel, Vijay Joy, | Happy mcgarrybowen | Co-founder & CEO, Co-founder & MD, COO, Creative Director - Digital, Creative Director, Creative Dir |
On 25th December, while the world partied, we drunk tweeted. We cleverly-worded our tweets to grab immediate attention. Subsequently, our clarification tweet explained how drunk tweeting was indeed dangerous, but drunk driving was far worse. AIB’s music video #PeekeMatChala amplified our cause. AIB also shared their most embarrassing drunk stories with #PeekeNahiChalaya, that led to a lot of organic participation.
We drunk tweeted. Yes! We sent out several drunk-sounding tweets on the evening of 25th December. Some of which were borderline gibberish. We even tagged and needled popular Indian brands like Zomato, Flipkart and Netflix India. Our last tweet set the record straight and revealed how it was all a social media stunt. It explained how drunk tweeting was indeed dangerous, but drunk driving was far worse. We also commissioned India’s favourite standup comic group, All India Bakchod (AIB), to create a music video #PeekeMatChala that cleverly integrated our cause. AIB also shared their most embarrassing drunk stories with #PeekeNahiChalaya thereby resulting in a lot of participation from general Twitterati.
A hugely viral campaign that resulted in 60 million impressions across social media platforms. Drunk Tweets were liked 1306 and retweeted 1263 times. AIB’s music video has a total of 2 million views on YouTube ‘til date. More importantly, Ola cab bookings increased by as much as 15% after we rolled out the campaign (25th December, 2016 to 1st January, 2017).
While the Indian Government has, itself, rolled out several initiatives urging people not to ‘drink and drive’, they haven’t really managed to grab the attention of the youth. Our challenge, thus, was to talk to consumers directly in a way that would make them sit back and take notice. And bridge the gap with an already existing solution – to book an Ola cab if one is drunk, to ensure a safe ride back home.
Our strategy, therefore, was to talk to consumers in a way that would make them sit back and take notice. The need of the hour was a campaign that had to be fun as well as relatable. We needed to grab this serious issue by the horns and give our message out in a cheeky way.