Chain Of Bars: "Drunk Valet" Direct marketing by Ogilvy Brasil

Type of Entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser/Client: BAR AURORA & BOTECO FERRAZ
Product/Service: CHAIN OF BARS
Entrant Company: OGILVY BRASIL São Paulo, BRAZIL
Sales Promotion/Advertising Agency: OGILVY BRASIL São Paulo, BRAZIL
VP Executive Creative Director: Anselmo Ramos
Creative Director: Rubens Filho
Copywriter: Beto Cocito
Copywriter: Pedro Fernandes
Copywriter: Flavio Tamashiro
Art Director: Paula Fernandes
Art Director: Lucas Osis
Art Director: Raina Rocha
Account Manager: Valeria Barone
Account Supervisor: Camila Porto
Planner: Daniela Bombonato
Director: Carlão Busato
Executive Producer: Alex Mehedff
Producer: Renata Dumond
Company Sound: James Pedrozo
Describe the brief from the client:
Brazil has one of the highest rates of alcohol related car accidents. Even after instating a zero tolerance policy on the subject, 40.000 people died due to drunk driving in the country last year. Brazilian authorities consider it a cultural issue. People drink and think it is ok to drive. The objective of this campaign was to raise awareness and make people think about drunk driving. The target audience was comprised of the regular customers of Bar Aurora and Boteco Ferraz and new customers from the Internet.
Describe how the promotion developed from concept to implementation:
The idea was to place an apparently drunk parking valet to drive the cars. So, as people refused to give up their keys, we delivered a message in the valet ticket: NEVER LET A DRUNK DRIVER TAKE YOUR CAR. EVEN IF THAT DRIVER IS YOU. The real action was recorded without drivers noticing and then transformed in a internet film in order to spread the message.
Describe the success of the promotion with both client and consumer including some quantifiable results:
A 100% of the drivers didnt’t let the valet take their car and more people realized that, when it comes to drunk driving, they should be as tough with themselves as they are with others.
The customers took the valet tickets with them to show their friends. The message quickly spread on twitter, orkut and facebook through users around the world. The idea was recognized and highlighted on blogs and mentioned on traditional media as an example. Bar Aurora & Boteco Ferraz received the attention they pursued and the most important, people walked away with a handy reminder: no one should drive after drinking.
Explain why the method of promotion was most relevant to the product or service:
The strategy of this campaign was to impact people in the moment that they were most capable of realizing the risks of drunk driving: before their first drink. The action not only drew attention to the cause, but also to Bar Aurora and Boteco Ferraz.