Drink driving is an entrenched behaviour in Auckland. 58.6% of serious crashes on roads are alcohol related.Auckland Transport (the city council) have embarked on a long-term plan to change this behaviour, to encourage zero drinks when driving. The target audience: males 25-39 yrs.For decades anti drink-driving advertising has used shock tactics. Audiences had become desensitised. It was time for a fundamental shift in strategy.THE HAPPY ENDINGS VOUCHER a direct innovation designed by JWT New Zealand for couples, so they can reward each other for driving drink-free.
The voucher uses alcohol litmus technology that one’s partner ‘licks’ to show they are drink-free, to ‘redeem’ their voucher.
The vouchers became a ‘handbag meme’: with the design cues of a luxury brand and delivered to key influencers and selected outlets where women plan for a night out – hair salons, nail parlours and clothing stores.
This once desensitised audience, are now putting the drive drink-free message in their pocket. And, they can’t get enough.
Title: Happy Endings
Media: Direct Marketing
Category: Public services & utilities
Client: Auckland Transport
Agency: J.Walter Thompson New Zealand
Country: New Zealand
Managing Director: simon lendrum
Head of Projects: Kereti Kanawa
Executive Creative Director: Cleve Cameron
Creative: Mariona Wesselo-Comas
Creative: Sam Dickson
Creatives: Imogen Cahill
Creatives: Leilani Misikea
Planner: Jacqueline Smart
Group Account Director: Lisa Rixon
Sound: Iain Gordon - Dobieblaze
Designer: Glenn Chapman
Account manager: Siobhan Kelly
Account Executive: Violetta Savage