YOU DRINK WE DRIVE by The Bank for SCOOTERMAN

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YOU DRINK WE DRIVE

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Industry Traffic safety
Media Promo & PR, Case study
Market United Kingdom
Agency The Bank
Creative Director Alex Mcreynolds
Art Director Ryan Shaw
Copywriter Jaimin Harji
Released December 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SCOOTERMAN
Product/Service: SAFETY TRANSPORT
Agency: THE BANK
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: THE BANK, London, UNITED KINGDOM
Creative Director: Alex McReynolds (The Bank)
Copywriter: Jaimin Harji (The Bank)
Art Director: Ryan Shaw (The Bank)
Art Buyer: Sarah Clark (The Bank)
Media placement: Ambient Media Small Scale - Pubs And Bars In Central London - 10 December 2009

Results and Effectiveness
The interactive ambient campaign proved to create a talking point within pubs, but where it mattered most it actually changed consumer behaviour – not only encouraging consumers to drink less (there were those that said it made them think twice about how much they were consuming) but also encouraging those that had drunk too much, to call scooterMAN.

Creative Execution
The creative solution involved the use of beer mats so as to be directly in the pub environment when the decision on drinking was being made. It featured an interactive, ‘playful’ element to carry the hard-hitting message. The Beer mat creative featured a simple black graphic of a pin man in a seated position. Hidden ink reacted to the coldness of a glass when placed upon it to reveal a wine stain which made up the shape of a wheelchair, forming the disabled symbol. Supporting beer mats using a pre-printed wine stain without the interactive element were also distributed. On the flip side of the beer mat was the scooterMAN logo, address, contact details and the message “you drink, we drive”.

Insights, Strategy & the Idea
During the Christmas season, drink driving is particularly prevalent. ScooterMAN provides a sensible, safe alternative (driver arrives on a folding scooter which fits in the boot of the customer’s car enabling the car and its passengers to be driven safely home). Consumer research identified that whilst shock tactic advertising had proven effective at the time of viewing, it tended to remain latent especially when it matters most - at point of consumption i.e. in the pub. Research also identified that for some of these consumers, they felt almost ambivalent to the idea of their own death. What really struck a chord was if they were to be left severly injured/disabled from the results of drink driving. The brief was to drive interest and awareness of scooterMAN where it mattered most and encourage the target to think twice about drink driving and the service.