| Cannes Lions 2013 | ||
|---|---|---|
| Media Lions | Use of Media; Best Use of Special Events and Stunt/Live Advertising | Bronze |
Advertiser: RESPONSIBLE YOUNG DRIVERS (RYD)
Product/Service: NGO
Agency: PUBLICIS BRUSSELS, BELGIUM
Media: Ambient
Campaign Name : The Alcohol Barrier
Title of Ad : The Alcohol Barrier
Advertiser/Client : Responsible Young Drivers (RYD)
Product/Service : NGO
Date of First Appearance : 05/04/2013
Country : Belgium
Media : Activation, outdoor, social media, Youtube, TV
Executive Creative Director : Paul Servaes
Copywriter : Tom Berth
Art Director : Geert De Rocker
Account Director : Francis Lippens
Account Manager : Julie Oostvogels
Strategic Planner : Annemie Goegebuer
Production Company 1 : Farmboy
Producer: Mike Van Cleven
Production Company 2: BePark
Name of Client Contact : Johan Chiers
Country : Belgium
Results and Effectiveness
The free parking lot with the alcohol barrier was fully booked. For 90% of the drivers the barrier opened immediately, 10% switched seats or sobered up.
ROI: 100% of participants acted as responsible young drivers.
More than 15.000 party people at Carré were involved. The large stunt was covered by Flemish news channels; it reached 1 out of 3 Flemish people via TV, newspapers, blogs, radio (340.000€ advertising value). The best covered public awareness message from Responsible Young Drivers ever.
The coming months the barrier is adopted by major events. The barrier’s long career in drunk driving prevention has started.
Creative Execution
If we can’t stop drunken drivers from getting behind the wheel, maybe we can stop their cars from going on the road?
We built a partnership with ‘Carré’, Belgium’s most famous club for dancing, and most infamous location for drinks and drugs.
Our media channel: an innovative parking barrier.
We developed the first parking barrier that doesn’t work with a ticket or chip, but with an alcohol test. You have to blow safe for it to open. If you drank too much alcohol the barrier stays closed.
People were committed to stay sober because they knew they couldn’t leave the parking otherwise. And to those who drank too much, Responsible Young Drivers and Carré offered some non-alcoholic drinks to sober up.
We installed the barrier at Belgium’s biggest club ‘Carré’ during the weekend of its 22nd anniversary. The coming months major music and sports events are hosting the barrier too.
Insights, Strategy and the Idea
Belgium is at the top of the black list of road accidents in Western Europe. Driving under the influence is a major problem. Every year, hundreds of drunken people die on the Belgian roads. During party weekends, 33% of road deaths are people younger than 25.
Despite countless ‘don’t drink and drive’ campaigns, Belgians are still driving under the influence after a night out. The organization Responsible Young Drivers needed to find a more convincing, engaging and effective way of drunk driving prevention.
How to stop people from driving drunk?
Stop them literally. Before they leave the parking lot.
This experiential event outperformed classical ‘don’t drink and drive’ campaigns. This time it wasn’t about warning only, the campaign aimed to effectively engage and activate party people. And that’s 100% relevant if we want to reduce road deaths.