CCR Promo, Case study IF YOU DRINK, BLOW by Loducca

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Industry Traffic safety, Against alcohol
Media Promo & PR, Case study
Market Brazil
Agency Loducca
Creative Director Pedro Guerra, Cassio Moron, Jose Augusto Guga Ketzer, Marco Aurelio Monteiro
Art Director Fernanda Fajardo E Maria Eduarda Pietro
Copywriter José Arnaldo Suaid E Bruno Bocchese
Producer Luciano Marangoni
Released December 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CCR
Date of First Appearance: Dec 17 2010
Entrant Company: LODUCCA, Sao Paulo, BRAZIL
Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Pedro Guerra (Loducca)
Creative Director: Marco Monteiro (Loducca)
Art Director: Fernanda Fajardo (Loducca)
Copywriter: José Arnaldo Suaid (Loducca)
Account Group Director: Carmen Assumpção (Loducca)
Account Director: Aldo Moino (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Producer: Luciano Marangoni (Loducca)
Media Vice President: Daniel Chalfon (Loducca)
Media Director: Gabriel Queiroz (Loducca)
Media Manager: Silvia Ramazzotti (Loducca)
Media Supervisor: Gabriela Oliveira (Loducca)
Media Assistent: Fernanda Fonseca (Loducca)
Planning Director: Isabella Mulholland (Loducca)
Marketing Director: Francisco Bulhões (CCR)
Marketing Manager: Jocelyn Cárdenas (CCR)
Media placement: Magazine - 4 Rodas - 17 December 2010

Insights, Strategy & the Idea
During the end of year holidays, the number of accidents involving drunk drivers increases considerably on Brazilian roads.

Realizing this, CCR, the largest highway operator in Brazil, needed something to increase driver awareness to the dangers of drinking and driving.

Creative Execution
Thousands of ads have already been created to generate awareness about the dangers of drinking and driving. Instead of creating one more warning ad, we created an ad that would detect whether a driver could or could not drive. A Breathalyzer ad.

It works as follows: the person blows where indicated and chemical reagents will indicate whether he can or cannot hit the road.

And we used the main automotive magazine in Brazil: Quatro Rodas, using an ad insert that went to its 17 thousand subscribers to reach our audience in a differentiated and efficient manner.

Results and Effectiveness
With 17 thousand units, the CCR ad was the largest distribution of free breathalyzers in the history of the country.
In addition, the returns in PR represent over three times the amount invested in the action.