Mattel: KEY CHAIN

Credits & Description:

Advertiser: MATTEL TOYS (INDIA)
Agency: OGILVY & MATHER INDIA
Category: Special Build
Advertising campaign: KEY CHAIN
Art Director/Copywriter: Sameer Sojwal (Ogilvy & Mather India)
Senior Creative Director: Sameer Sojwal (Ogilvy & Mather India)
Vice President: Ajay Mehta (Ogilvy & Mather India)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather India)
Senior Creative Director: Amitabh Agnihotri (Ogilvy & Mather India)
Photographer: Chirayu Palande (Ogilvy & Mather India)
Account Executive: Devasmita Halder (Ogilvy & Mather India)
Account Director: Kankana Ghosh (Ogilvy & Mather India)
National Creative Director: Rajiv Rao (Ogilvy & Mather India)
Editor: Shiva Verma (Action & Cuts, Mumbai)
Copywriter: Yogesh Mani Pradhan (Ogilvy & Mather India)

Implementation
Patrons leave their car keys with the valet while entering the pub. That’s when key chains with damaged Hot Wheels and the message "Even a Small Drink is Enough" were attached to them, along with the phone number of the driver service. While exiting, the patrons were handed their keys with the attached Hot Wheels key chain that carried the social message.We wanted late-nighters to get home safe. Call a driver service, or friends or even family if they'd had a few drinks, or even just one.

Client Brief Or Objective
According to Indian law, it is legal to have one drink (about 30ml alcohol or 1 glass of beer/wine) and drive. But according to studies, even a single drink can turn drivers into a potential menace on the roads. Our target group, partygoers between 21 and 40, often drive home after having a small drink. We wanted to drive home a social message: Even a small drink is enough to cause harm.

Outcome
Party Club Drivers, the driver service we had tied up with, reported a spurt in calls (250% higher than average). Importantly, many of them were 'repeat' callers, which suggests that the key chains left behind as a reminder was working.The Little Door, the pub we had associated with, got very positive feedback from its patrons for organizing this awareness drive. The Hot Wheels 'Key Chain' activity was picked up and shared on various blogs as well as Facebook, Pinterest, Twitter, etc.

Execution
What better time to drive home a "Don't drink and drive" message than when people are about to do just that? And what better place than at a big and popular pub? The banged up key chains themselves were very evocative and provocative. They showed what a potential crash looked like. After a few drinks, no driver thinks thinks they're going to meet with an accident. The key chains made them visualize, 'What if?'