2006 BEST ONE-OFF MEDIA IDEA WINNER

CAMPAIGN - The Point of No Return- Drink Drive Campaign 2005/2006

AGENCY - Starcom Adelaide

CLIENT - Govt of South Australia- Department of Transport. Energy and Infrastructure

SPONSORED BY
www.adnews.com.au

OBJECTIVE

The South Australian government wanted to deliver the anti-drink driving message to the whole community, however research identified men in the 18 to 24-year-old age group as the "hot spot". This target was difficult to reach with traditional media as they are cynical about advertising and challenge authority. This campaign needed to cut through social marketing clutter and connect with a cynical target audience in an engaging way. It also needed to find a way to communicate with the target audience at the moment of greatest relevance.

CAMPAIGN

Using Roy Morgan Single Source databases, the target was identified as cynical about traditional advertising, heavy socialisers and peer influenced. They needed to be connected with in a way that would not be easily dismissed. A "buzz" surrounding the media execution would create cut-through and discussion among the target about their capacity to drive. Brainstorming sessions identified the insight that young men never grow out of the innate temptation to aim at objects in urinals and toilet bowls.

This campaign sought to exploit the stimulus-response effect of a "target in the toilet" on young men by reminding them of the legal blood limit at the greatest moment of relevance - when making room for more drinks. Anti-drink driving messages were placed in relevant venues, using the more traditional bathroom poster network. Using this as leverage, negotiations were made to sell the concept of a urinal sticker to the publicans.

This resulted in an innovation in ambient media. A sticker placed on urinals in pubs and clubs challenged the audience to "Aim Below" at a target that changed when hit by urine to reveal ".05", reminding them to aim below .05 when in the bar drinking.

RESULTS

The stickers provoked public and media interest, inciting watercooler talk and media coverage. Qualitative research showed significant improvement in awareness and attitudes to drink driving - 41% attributed their change in attitude to advertising they had seen about drink driving, 84% of drivers on full licence (post campaign) mentioned the correct blood alcohol concentration, compared with 75% pre-campaign. Also, 28% of respondents said they didn't drink and drive anymore - an increase from 15%.

JUDGE'S COMMENTS

"Drink Drive SA - Simple but effective and reaching males at a point when they could potentially drink and drive. The judges thought it would encourage talk ability and it was, after all, the ultimate ‘consumer generated’ content."