> CHALLENGE
Communicate aware.org’s drinking and driving & drinking and walking festive messages in a new and interesting way.
+ IDEA
To get people to sit up and listen, we launched South Africa’s first drive-though bar on the side of William Nicol Drive in Sandton, Johannesburg.
As soon as we revealed our bar as an anti-drunk driving activation, we went live with “Having even 1 drink? Re-think. Don’t drive.” as a targeted TTL awareness and education campaign.
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= RESULTS
SOCIAL MEDIA (within 48 hours)
REACH
2 132 157
ENGAGEMENT
204 822
TRENDING
Trended 3rd on the
day of launch
PR(within the first week)
AVE.
R10m
PR VALUE
R30m
> RECOGNITION
-
January AdDynamo award for creativity on Twitter
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ORCHID from Brendan Seery
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GOLD Prism – Best use of an event to build / change reputation
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SILVER Prism – Campaign of the Year finalist
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SILVER Prism – Media Relations
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BRONZE Prism – NPO
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FINALIST Loeries - Media Innovation