Category: Titanium and Integrated
Advertiser: BRANDHOUSE
Product/Service: BRANDHOUSE DRIVE DRY INITIATIVE
Agency: FoxP2
Date of First Appearance: Nov 29 2010
Entry URL: http://www.gloo.co.za/drivedry/
Creative Director: Justin Gomes (FoxP2)
Creative Director: Andrew Whitehouse (FoxP2)
Art Director: Ryan Barkhuizen (FoxP2)
Copywriter: Simon Lotze (FoxP2)
Copywriter: Mimi Cooper (FoxP2)
Art Director: Michael Lees-Rolfe (FoxP2)
Copywriter: Gavin Williams (FoxP2)
Director: Robin Goode (Fundi Films)
Producer: Katherine Tripp (FoxP2)
Producer: Laura Sampson (Fundi Films)
Account Manager: Kaylin Mendes (FoxP2)
Account Executive: Morgan Tomes (FoxP2)
Editor: Anthony Lee Martin (Deliverance)
Audio Engineer: Arnold Vermaak (We Love Jam Cape Town)
Audio Engineer: Stephen Webster (The Workroom)
Director of Photography: Michael Cleary (Freelance)
Digital: Gloo Digital Design (Gloo Digital Design)
Photographer: Sacha Waldman (Sacha Waldman)
DTP: Ebrahim Emandien (FoxP2)
Media placement: TV Commercial - 1 Spot - SABC 1,2,3, ETV, M-Net, Supersport 1-7 - 29 November 2010
Media placement: Radio Commercials - 4 Spots - 5FM, KFM, RSG, Metro, East Coast Radio, - 6 December 2010
Media placement: Outdoor - 5 Executions - Washrooms, Taverns, Bars, Nightclubs, Township Carwashes - 6 December 2010
Media placement: Digital - Thunda.com Video - www.thunda.com - 6 December 2010
Describe the campaign/entry
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 and show 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. To achieve this, we worked closely with actual former prison inmates to create a unique and attention-grabbing campaign.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign launched with the TVC on 29 November 2010, followed by a radio campaign and outdoor executions which launched nationwide on 6 December. We also entered into a co-operation with Thunda.com, South Africa's most popular social photo website which takes pictures of people at nightclubs and parties.
We used the site to host a video that embedded visitors' pictures into a video featuring a prisoner with hugely dramatic effect.
The campaign also quickly went viral, spreading via Twitter, blogs and Facebook.
It spawned a consumer-generated Facebook fan page with over 17 000 members along with a number of Youtube clips that generated tens of thousands of hits in the first week alone, culminating in a fan's music remix of the ad which even received radio airplay.
Give some idea of how successful this campaign/entry was with both client and consumer
The Love to Meet You campaign for the Drive Dry Initiative received extensive national press, radio, TV and blog coverage, generating free publicity to the value of almost 14 million Rand. The iconic phrase "Papa wag vir jou" which means "Daddy's waiting for you" was quickly adopted by the public to warn their friends about drinking and driving and entered into everyday conversation.
Within weeks, the campaign 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.