Advertiser: MYTEKSI SDN BHD
Agency: OGILVY MALAYSIA
Category: Mobile Marketing
Advertising campaign: DON'T DRIVE TO DRINK
Product/Technical Lead: Aaron Gill (MyTeksi)
Copywriter: Barry Victor (Ogilvy Malaysia)
Photographer: Edmund Leong (Studio 20 Twelve)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Account Director: Nizwani Shahar (Ogilvy Malaysia)
Director: Leslie Chew (Cenxus Multimedia)
Art Director: Kuan Kim Wai (Ogilvy Malaysia)
Creative Director: Rafael Guida (Ogilvy Malaysia)
Account Manager: April Toh (Ogilvy Malaysia)
Account Manager: Armand Adnan (Ogilvy Malaysia)
Art Director: Wong Chin Wei (Ogilvy Malaysia)
Outcome
• Bookings increased by 14% • More people booked taxis to go out, so they couldn't drive back
Execution
Instead of the usual scare tactics, we choose a simpler but stronger message based on the insight that alcohol slows a person’s reaction time. We used a media that was perfect to surprise users as well as demonstrate the message of the ad at the same time.
Implementation
We surprised users by delaying the content of the ad, at the same time, demonstrating the delayed reaction of a person driving under the influence.A call to action for the user to download the MyTeksi app and book a taxi to go out drinking was given as a better and safer alternative.
Client Brief Or Objective
Drunk driving contributes to approximately 25% of all fatal accidents in Malaysia. MyTeksi, a taxi service, wanted to highlight the dangers of drunk driving and promote taxis as a safer alternative.