Brief: SABMiller India (the official distributors of Foster's beer in India), as a part of their Corporate Social Responsibility campaign, wanted to communicate the hazards of drinking and driving, in an entertaining and memorable manner, at all their key accounts (pubs), across all major metros in India. Solution: We created a set of coasters with pictures of cars printed on them and placed them at all major pubs that served Foster's beer. At first glance they appeared to be normal coasters, until you placed your mug of Foster's on them that is. When you did, the magnets concealed under the mug and the coaster repelled each other (thanks to the opposite polarities). After recovering from their surprise, the TG saw the message - "Drinking and driving don't mix" on the mugs. Result: The activity was conducted at over 40+ accounts across major metros generating the desired word-of-mouth and buzz. Effectively communicating the proposition right at the place and time where the TG were most prone to receive it. Both consumers and establishments felt that this was by far the most memorable, fun and appealing communication to address the hazards of driving and driving. And in contrast to 2007 and 2008, the first three months of 2009 has seen a sharp decline in drunken driving accidents. Consumers hailing cabs post a drinking session increased by 70%. Establishments too have taken to providing services such as chauffeurs/cabs services.
Type of Entry: Ambient Category: Ambient: Bars, Restaurants & Stores, etc. Title: THE ELUSIVE COASTER Advertiser/Client: SAB MILLER INDIA Product/Service: DON'T DRINK & DRIVE BY FOSTER'S Entrant Company: OGILVY & MATHER Bangalore, INDIA Advertising Agency: OGILVY & MATHER Bangalore, INDIA Creative Credits Chief Creative Officer: Piyush Pandey Creative Director: Malvika Mehra/Amit Akali/Deepak Joshi Copywriter: Manoj Jacob Account Supervisor: Soju Varghese Art Director: C Ravikumar Other Credits: Production - V Sundar/B S Srikanthvia www.coloribus.com