Advertiser: CHEVROLET
Agency: McCANN ERICKSON
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: WHEELCHAIRS
Account Director: Carlos Fernandez (McCann Erickson Chile)
Art Director: Francisco Guzman (McCann Erickson Chile)
Vice President Creative Director General: Guido Puch (McCann Erickson Chile)
Creative Director: Ricardo Corsaro (McCann Erickson Chile)
Copywriter: Patricio Reyes (McCann Erickson Chile)
Strategy
Chile leads the south american region in per capita alcohol consumption. During the Chilean national holidays, the amount of transit accidents and deadly victims registered related with alcohol consumption skyrockets. In order to fight this reality, we created a simple idea.After the home, the bars are the following place in alcohol consumption. So, we replaced the customary chairs with wheelchairs and a simple message on their back: 'if you are going to drink and drive, this might well be your next vehicle.'
Effectiveness
Supported by an online campaign, a video was developed and released that quickly spread across the different platforms and social networks.Of the 65 videos uploaded to date in the official chevrolet site in Chile , 'wheelchair' is the one who has scored more 'favorites' and generated more 'likes'.At the same time, it has the 3rd historical place with the highest percentage of playback (81,1%).In addition, comparing to 2011, in 2012 the number of deaths for car accidents in Chile decreased in a 9%, being the lowest rate in 16 years.
Execution
Thinking about the preferences of our target, we made a selection of their most popular bars.At the 'moloko' and many other similar bars, we installed hundreds of wheelchairs, so as to make a great impact even before sitting down and enjoying a good time with friends.Finally, a film crew was responsible to capture the different reactions and comments.