Land Transport, New Zealand, had recently launched this anti-drink driving direct campaign to urge young males to not to drive after being drunk. The campaign apparently aims at making young males stop driving after getting drunk in a unique way.
A research report revealed that usually when a person of this young genre decides to drive home, their friends are worried, but they do not ask the person to stop driving altogether. Therefore, it was decided to devise a tool to make those friends express their concern anonymously. The advertisers found an interesting way to urge young adults not to drive drunk by reminding them via mobile phones, and the campaign was titled, ‘the phone legends’.
The advertisers made arrangement for a concerned friend to choose a Phone Legends character from a poster or beer coaster at the pub. He then texts the character’s name, along with the probable drink driver’s mobile phone number, to an automated operator. The prospective drink driver then receives a voice message from that character on his mobile phone, comically reminding of the consequences of drink driving.
The campaign had attracted national media attention and contributed to achieving New Zealand’s lowest road toll ever. The campaign was created by CLEMENGER BBDO, Wellington, New Zealand. The campaign was chosen Cannes Lions 2007 Direct Gold Winner.
Via Canneslionslive.com
