Taxi Frankfurt Print KARAOKE STUNT by Saatchi & Saatchi Frankfurt

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Industry Taxi
Media Print, Magazine & Newspaper
Market Germany
Agency Saatchi & Saatchi Frankfurt
Executive Creative Director Jorg Riommi, Arturo Vittorioso, Daniela Nedelschi
Art Director Vitor Mainho
Copywriter Alice Gnodde
Producer Iris Teubert
Photographer Tobias Schrenk
Editor Jeremy Nagel, Gabriel Manz
Released March 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Product/Service: SOCIAL SERVICES
Executive Creative Director: Jorg Riommi (Saatchi/Saatchi Frankfurt)
Art Director: Vitor Mainho (Saatchi/Saatchi Frankfurt)
Copywriter: Alice Gnodde (Saatchi/Saatchi Frankfurt)
Producer: Iris Teubert (Saatchi/Saatchi Frankfurt)
Art Buying: Victoria Sigird (Saatchi/Saatchi Frankfurt)
Account Director: Lars Bendels (Saatchi/Saachi Frankfurt)
Account Manager: Niklas Boger (Saatchi/Saatchi Frankfurt)
Account Manager: Thomas Adam (Saatchi/Saatchi Frankfurt)
Production: Ben Schlangen (Acht Frankfurt)
Production: Charlotte Kühn (Acht Frankfurt)
After Effects/Graphics: Christopher Kasten (Acht Frankfurt)
Editor: Gabriel Manz (Acht Frankfurt)
Editor: Jeremy Nagel (Acht Frankfurt)
Photographer: Tobias Schrenk (Acht Frankfurt)
Photographer: Tim Lukas Leinert (Weare:now Gbr)
Sound: Thomas Rudeck (Studio Funk)
Media placement: ambient - karaoke screens - 17.03.2012

Describe the objective of the promotion.
St. Patrick’s Day is renowned everywhere for people drinking too much. Some of those people will probably drive home drunk.
How can we reach them in a relevant and surprising way, when it matters the most? – While they’re drinking!

Describe how the promotion developed from concept to implementation.
Most people are only brave enough to sing karaoke in front of a room full of people, if they liquor up beforehand.
And most Irish pubs host popular karaoke evenings so St. Patrick’s Day is the perfect occasion to spread a relevant, hard-hitting message and make people think twice about driving drunk.

Explain why the method of promotion was most relevant to the product or service.
Using the karaoke screen as the medium, we created a special song selection of the most popular Irish drinking songs and changed their lyrics, hiding an S.O.S. message amongst the karaoke verses. So the unaware drunk karaoke stars end up singing a request to their friends and audience not to let them drive home drunk, rather call a taxi.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The unsuspecting drunk singers and their audience got the message through an unexpected medium: karaoke! Those who weren’t too wasted to notice the change picked up the valuable message instantly: if you’re drunk enough to sing, you’re probably too drunk to drive.