> 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.

= 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

• ORCHID from Brendan Seery

• GOLD Prism: Best use of an event to build / change reputation

• SILVER Prism: Campaign of the Year finalist

• SILVER Prism: Media Relations

• BRONZE Prism: NPO

• FINALIST Loeries: 2020Media Innovation

• Creative Circle Ad of the year: 3rd place for PR & Media

• Assegai Gold: Experiential Media

• Assegai Gold: Social Media