Heineken Design & Branding, Case study THE PISSALYZER by Publicis Italy

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THE PISSALYZER

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Industry Beers and Ciders, Traffic safety, Against alcohol
Media Design & Branding, Case study
Market Italy
Agency Publicis Italy
Director Fabrizio Squeo Agency Producer
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Marco Viganò
Copywriter Michele Picci Publicis Italy
Client Service Director Stefania Savona - Account Director
Released April 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: HEINEKEN
Product/Service: ANTI DRUNK DRIVING CAMPAIGN
Agency: PUBLICIS ITALY
Date of First Appearance: Apr 1 2011
Entrant Company: PUBLICIS ITALY, Milan, ITALY
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Copywriter: Michele Picci (Publicis Italy)
Art Director: Marco Viganò (Publicis Italy)
Account Manager: Giada Salerno (Publicis Italy)
Client Service Director: Stefania Savona (Publicis Italy)
Director: Fabrizio Squeo
Brand Manager: Cristina Borgonovi (Heineken)
Group Brand Manager: Carlo Maria Vitali (Heineken)
Media placement: Guerrilla - Clubs/Bars - 1-2 April 2011
Insights, Strategy & the Idea
To be a drunk driver you don’t need to be drunk. But how do you know when you had one too many? Our core audience of 18-30yrs old are traditionally unresponsive to anti-drinking messages. So, to bypass their natural cynicism to get our message across, we decided to catch people at the moment that they were about to get into their cars to drive home. To do this, we forced them to think about the consequences for their actions by a non-invasive way that exploits a natural drinking effect: the pee.
Creative Execution
Alcohol is a diuretic. Especially beer. When guys drink alcohol, they ultimately end up going to the toilet. That’s why we’ve developed The Pissalyzer, a black heat sensitive sticker placed inside urinals of bars and clubs across Milan that discourages people from drunk driving. The average time for a Caucasian male under 30 to relief himself from one pint is 24.8 sec. The Pissalyzer, cooled by ceramic and running water, discloses after 25 seconds its message: IT’S TAKING YOU TOO LONG FOR HAVING DRUNK ONLY ONE BEER. CALL A CAB.
Results and Effectiveness
The Pissalyzer received huge interest, with the installation creating buzz amongst bars and clubs in which it was installed. Moreover, during the media activity there was a 65% increase in consumers hailing cabs from these locations (thus a decrease of drink-driving incidents in the areas where the campaign was run). This initiative is now planned to expand to other clubs and bars across Milan with the support of the owners.