MyTeksi Digital DON'T DRIVE TO DRINK by Ogilvy & Mather Kuala Lumpur

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Industry Traffic safety, Against alcohol
Media Digital, Interactive & Mobile
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Director Leslie Chew
Creative Director Rafael Guida Ogilvyone Hk
Art Director Kuan Kim Wai, Wong Chin Wei
Copywriter Barry Victor
Photographer Edmund Leong Of Untold Images
Released January 2013

Credits & Description

Category: Floating
Advertising campaign: DON'T DRIVE TO DRINK
Product/Technical Lead: Aaron Gill (MyTeksi )
Account Manager: Armand Adnan (Ogilvy Malaysia)
Art Director: Kuan Kim Wai (Ogilvy Malaysia)
Director: Leslie Chew (Cenxus Multimedia )
Account Director: Nizwani Shahar (Ogilvy Malaysia)
Account Manager: April Toh (Ogilvy Malaysia)
Copywriter: Barry Victor (Ogilvy Malaysia)
Art Director: Wong Chin Wei (Ogilvy Malaysia)
Photographer: Edmund Leong (Studio 20 Twelve)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Rafael Guida (Ogilvy Malaysia)

Brief Explanation
THE BRIEFDrunk driving contributes to approx. 25% of all fatal accidents in Malaysia. MyTeksi wanted to highlight the dangers of drunk driving and promote a safer alternative.SOLUTION90% of people close web banners instantly. We used this to our advantage, creating a banner that initiates when closed.The banner surprised users and demonstrated the delayed reaction of a drunk driver.We targeted sites around 5pm-8pm, encouraging people to book a taxi to go out drinking.RESULTS•Bookings increased by 14% in the early evening•More people booked taxis to go out, so they couldn't drive back