MyTeksi: DON'T DRIVE TO DRINK

Credits & Description:

Advertiser: MYTEKSI SDN BHD
Agency: OGILVY MALAYSIA
Category: Floating
Advertising campaign: DON'T DRIVE TO DRINK
Product/Technical Lead: Aaron Gill (MyTeksi )
Account Manager: Armand Adnan (Ogilvy Malaysia)
Art Director: Kuan Kim Wai (Ogilvy Malaysia)
Director: Leslie Chew (Cenxus Multimedia )
Account Director: Nizwani Shahar (Ogilvy Malaysia)
Account Manager: April Toh (Ogilvy Malaysia)
Copywriter: Barry Victor (Ogilvy Malaysia)
Art Director: Wong Chin Wei (Ogilvy Malaysia)
Photographer: Edmund Leong (Studio 20 Twelve)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Creative Director: Rafael Guida (Ogilvy Malaysia)

Brief Explanation
THE BRIEFDrunk driving contributes to approx. 25% of all fatal accidents in Malaysia. MyTeksi wanted to highlight the dangers of drunk driving and promote a safer alternative.SOLUTION90% of people close web banners instantly. We used this to our advantage, creating a banner that initiates when closed.The banner surprised users and demonstrated the delayed reaction of a drunk driver.We targeted sites around 5pm-8pm, encouraging people to book a taxi to go out drinking.RESULTS•Bookings increased by 14% in the early evening•More people booked taxis to go out, so they couldn't drive back