This is yet another anti-drink driving direct advertisement campaign launched by 7 Leisures Group, Bahrain’s biggest chain of night clubs, pubs and restaurant. The group launched this direct campaign to remind its customers about the dangers of drink driving and offering them a safe alternative. The advertisers decided to use a different and unique technological device to communicate message to its target group, communicating through Bluetooth. Since the use of Bluetooth technology is very famous among youth in Bahrain to make new friends and socialize at clubs and other hangouts, the advertisers decided to use this very medium to communicate their message.
The advertisers installed Bluetooth transmitters at the exits of all group’s venue and these transmitters used to sent animated message to all mobile phone falling within 30 ft diameter. The message delivered on the phone was, ‘don’t take a chance, take a taxi’. The strategy was to communicate the message at the right time and place, which was successfully achieved, as the message was delivered at a time when people were about to take decision to drive back home.
Advertisers have informed that the campaign had met considerable success. According to them, within two weeks there was a considerable increase in the number of taxies being called on after weekend parties. The campaign was created by JWT, Manama.
Via Ad Blog Arabia
