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Arrive Alive: I'm Fine To Drive
| See full size 1190x818 px | |
| Released: | June 2008 |
| Avertiser: | ARRIVE ALIVE |
| Brand name: | ANTI-DRINK-DRIVING MESSAGE |
| Agency: | THE JUPITER DRAWING ROOM |
| Country: | South Africa |
| Category: |
Public health & safety
|
| Awards: |
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: I'M FINE TO DRIVE
Advertiser/Client: ARRIVE ALIVE
Product/Service: ANTI-DRINK DRIVING MESSAGE
Entrant Company, City: THE JUPITER DRAWING ROOM SOUTH AFRICA, Johannesburg
Country: SOUTH AFRICA
Media/Advertising Agency, City: THE JUPITER DRAWING ROOM SOUTH AFRICA, Johannesburg
Country: SOUTH AFRICA
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: I'M FINE TO DRIVE
Advertiser/Client: ARRIVE ALIVE
Product/Service: ANTI-DRINK DRIVING MESSAGE
Entrant Company, City: THE JUPITER DRAWING ROOM SOUTH AFRICA, Johannesburg
Country: SOUTH AFRICA
Media/Advertising Agency, City: THE JUPITER DRAWING ROOM SOUTH AFRICA, Johannesburg
Country: SOUTH AFRICA
Credit Details:
| Name | Position | Company |
| Chantelle Dos Santos | Art Director | The Jupiter Drawing Room SA |
| Gavin Stradi | Copywriter | The Jupiter Drawing Room SA |
| Graham Kietzmann | Photographer | |
| Graham Warsop | Executive Creative Director | The Jupiter Drawing Room SA |
| Michael Blore | Creative Director | The Jupiter Drawing Room SA |
| Simphiwe Mdlalose | Account Executive | The Jupiter Drawing Room SA |
| Tom Cullinan | Creative Director | The Jupiter Drawing Room SA |
| Frank Van Rooijen | Art Director | The Jupiter Drawing Room SA |
Innovative Media Strategy:
Our main target market is South African men and women between the age of 20 and 35. Previous anti drunk-driving campaigns were done as TV commercials and have proven to be low-impact. We decided to do things differently and communicate with our target market there where they least expect it; at places where they go out and socialise. We placed life-size drunkard decals in the toilets of bars, nightclubs, restaurants and in parking garages surrounding these places.
Creative Execution:
By choosing life-size drunkard decals, we could really reach our target market right there where they 'intoxicate' themselves, which made the message incredibly direct and powerful. They simply could not avoid seeing our campaign. It also created lots of talk in the toilets and parking garages which in return created lots more extra free word of mouth advertising. A double win!
Target Audience:
South African men and women between the age of 20 and 35.
Effectiveness:
Drunk-driving incidents went down 40% in the areas that the campaign was run. The return on investment was astounding given the injuries prevented and lives saved, especially seeing as there was no monetary investment for this campaign.