Taigucang Wharf Bar Street Promo, Case study THE DUV by Cc&e Guangzhou

THE DUV

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Industry Traffic safety, Against alcohol
Media Promo & PR, Case study
Market China
Agency Cc&e Guangzhou
Creative Director Sky Lin
Art Director Alan Lee, Tita He
Copywriter Fiona Li
Released March 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: TAIGUCANG WHARF BAR STREET
Product/Service: ANTI DRUNK DRIVING
Agency: CC&E GUANGZHOU
Chief Creative Officer: Daming Zheng (CC&E Guangzhou)
Creative Director: Sky Lin (CC&E Guangzhou)
Copywriter: Fiona Li (CC&E Guangzhou)
Art Director: Tita He (CC&E Guangzhou)
Art Director: Alan Lee (CC&E Guangzhou)
Television Assistant: Junyan Chen (CC&E Guangzhou)
Production Staff: Quanheng Li (CC&E Guangzhou)
Production Staff: Xianlie Zeng (CC&E Guangzhou)
Production Staff: Zitao Chen (CC&E Guangzhou)
Media placement: Event - Tagucang Wharf Bar Street - 22th March 2012

Summary of the Campaign
In China, drunk driving kills 1 person every 2 hours. Meanwhile, over 50% of drivers admit drunk driving at least once. How can we alert people that drunk driving could really kill?

In China, paper-made stuff is a dead man’s privilege. Paper-made stuff like the Hell Bank Note, house, car, servant, and even iPhone is sacrificed to the deceased to wish them wealthy and happy in the afterlife. That is to say, if someone receives paper-made living supplies, it means he is dead. On the other hand, giving people paper-made stuffs makes them feel creeped-out.

We built a 1:1 real sized paper car that looks exactly like the Chinese traditional paper-made sacrifice. We called it the DUV, the Drunk-Utility Vehicle. Then we launched it in the busiest bar street in the city. When night came, everyone passing by the bar street surprisingly discovered a paper-made car, the DUV. While they felt a little bit creeped out about it, they immediately got the message: drunk driving could really kill.

Right after the launch, the event generated an instant buzz online. Within 2 days, 12,148 retweets, over 700 comments, over 5m media impressions on weibo.com, the most influential SNS in China. It was also reported by local newspapers and many online media. Over time, the topic continues to spread over the internet.

The event was executed on a special occasion – outside a bar. Then it became a hot topic online and was discussed by the masses.

The Situation
In China, drunk driving kills 1 person every 2 hours. Meanwhile, over 50% drivers admit drunk driving at least once. The danger of drunk driving is not taken seriously.

The Goal
We want to alert people that drunk driving could really kill.
Our target audience are young people in China, aged 25-35. They are an uprising confident generation who work in the day for an honorable income, and love to go out at night to enjoy life. They are open to all kinds of fun, and indifferent to old-fashioned preaching, so it is best to attract them with fresh and daring ideas.

The Strategy
In China, paper-made stuff is dead men's privilege. Paper-made stuff like Hell Bank Note, house, car, servant, and even iPhone is sacrificed to the deceased to wish them wealthy and happy in the afterlife. That is to say, if someone receives paper-made living supplies, it means he is dead. On the other hand, giving people paper-made stuffs makes them feel creepy.

While the idea is based on a traditional Chinese custom, we also chose a special timing: right before the traditional Chinese Tomb-Sweeping Festival, when people sacrifice paper-made stuffs to their dead family members and friends.

To expose our event precisely to our target consumer, we located it in Taicucang Wharf Bar Street, the busiest bar street in the city, where young people love to visit in the evening.

Execution
We built a 1:1 real sized paper car that looks exactly like the Chinese traditional paper-made sacrifice. We called it the DUV, the Drunk-Utility Vehicle. Then we launched it in the busiest bar street in the city. When night came, everyone passing by the bar street surprisingly discovered a paper-made car, the DUV.

While they felt a little bit creepy with it , they immediately got the message: drunk driving could really kill.

Documented Results
Right after the launch, the event generated an instant buzz on-line.

Within 2 days, 12,148 retweets, over 700 comments, over 5m media impressions on weibo.com, the most influential SNS in China.

It was also reported by local newspapers and many online media. Over time, the topic continues to spread over the internet.

Meanwhile, people were alarmed by the message: drunk driving can kill.