| Digital / Direct Response |
| Client |
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ANI Technologies |
| Brand |
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Ola |
| Entrant |
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Happy mcgarrybowen |
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| Brief |
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Drunk driving is a pervasive problem in our society. And the last week of December, with its share of parties, witnesses a massive surge in reported drunk driving cases. While several campaigns/initiatives urged people not to ‘drink and drive’, the tonality has been non-participative, grim and has not cut ice with the digital generation. |
Solution
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25th December, while the world partied, we drunk tweeted. End of the activity, a clarification tweet revealed it was a social media stunt. It explained how drunk tweeting was dangerous, but drunk driving far worse. AIB’s music video amplified our cause -#PeekeMatChala. AIB also shared their most embarrassing drunk stories with #PeekeNahiChalaya, which led to a lot of participation from Twitterati. |
