LOVE TO MEET YOU by Foxp2 Cape Town, Gloo Digital Design for Brandhouse

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LOVE TO MEET YOU

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Industry Public awareness
Media Promo & PR, Case study
Market South Africa
Agency Foxp2 Cape Town
Director Robin Goode. Ari Lung
Creative Director Andrew Whitehouse, Justin Gomes
Art Director Ryan Barkhuizen, Michael Lees - Rolfe
Copywriter Gavin Williams, Mimi Cooper, Simon Lotze
Producer Katherine Tripp, Laura Sampson
Editor Anthony Lee-Martin
Agency Gloo Digital Design
Released December 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BRANDHOUSE
Product/Service: BRANDHOUSE DRIVE DRY INITIATIVE
Agency: FoxP2
Agency: GLOO DIGITAL DESIGN
Date of First Appearance: Dec 6 2010
Entrant Company: FoxP2, Cape Town, SOUTH AFRICA
Entry URL: http://www.thunda.com/cgi/picscheckit.cgi
Creative Director: Justin Gomes (FoxP2)
Creative Director: Andrew Whitehouse (FoxP2)
Art Director: Michael Lees-Rolfe (FoxP2)
Copywriter: Gavin Williams (FoxP2)
Copywriter: Simon Lotze (FoxP2)
Art Director: Ryan Barkhuizen (FoxP2)
Copywriter: Mimi Cooper (FoxP2)
Director: Robin Goode (Fundi Films)
Producer: Katherine Tripp (FoxP2)
Producer: Laura Sampson (Fundi Films)
Director of Photography: Michael Cleary (Freelance)
Digital: Gloo Digital Design (Gloo Digital Design)
Account Manager: Kaylin Mendes (FoxP2)
Account Executive: Morgan Tomes (FoxP2)
Audio Engineer: Arnold Vermaak (We Love Jam Cape Town)
Editor: Anthony Lee Martin (Deliverance)
Media placement: Digital - Www.thunda.com - 6 December 2010

Insights, Strategy & the Idea
South Africans have become de-sensitized to advertising about drinking and driving that relies on gory accident scenes so we had to try a fresh, hard-hitting approach.

We decided to target male drivers who are statistically more likely to get behind the wheel after drinking.
As South Africa's prisons are notorious for their incidences of violence and rape, we decided to play on the male target market's biggest fear by showing them what they could expect if they were arrested at a road block in South Africa - namely getting to know unpleasant people in prison intimately. This media activation formed part of the resulting "Love To Meet You" campaign.

Creative Execution
To target people who regularly consume alcohol and often drive home afterwards, we entered into a co-operation with Thunda.com, South Africa's most popular social photo website. We embedded a video into the site's party galleries. When male visitors to the site clicked on their pictures taken at parties and nightclubs the previous night, they expected to see a picture of themselves at the event. Instead, their picture was embedded into the video, where a prisoner in a cell pulled out their picture and gazed longingly at it.
This was followed by the title: "He'd love to meet you. Never drink and drive."
Once the video had finished playing, viewers had the option viewing it again, sharing it via social media.

Results and Effectiveness
Within the 2 months flighting period on thunda.com, the video received 85 507 views as word quickly spread across South African blogs,Twitter and Facebook.

Overall, the Love to Meet You campaign for Drive Dry received extensive local press, radio, TV and blog coverage, generating free publicity to the value of almost 14 million Rand. The campaign also received endorsements from the National Department of Transport, including the Western Cape MEC for Transport, Robin Carlisle, and the Road Traffic Management Organisation. But most importantly, it ignited a public debate in South Africa which contributed towards changing attitudes towards drinking and driving.