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Don’t Drink and Drive 2012
Pilot Campaign
Contest 1st city - “CITY MANIFEST”
Premises
• The continuation of the Don’t drink and drive message
• Building consistency with POLITAXI communication: YOU
CHOOSE WHO YOU ARE GOING TO MEET TONIGHT => Now
in Real Life, not theoretically only = > encouraging the
drivers to choose the taxi as the best option if they have
consumed alcohol
• Keep a high level of the key stakeholders implication
(National Road Police & Authorities)
• Creating a platform that actively involves the consumers –
building consumer response
• We focus on the HOT MOMENT of the Decision Making
Process – AFTER THE CONSUMER HAS CONSUMED
ALCOHOL and BEFORE DRVING.
“City Manifest – The City that Does
not Drink/Drive”
Strategy
• Create awareness for Don’t Drink and Drive
message and for our consumer website by
stimulating consumers to prove that their city
is the best at not drinking while driving.
• National contest among more cities.
Kick-off
• Pilot campaign of the City Manifest starting in
IASI, where Politaxi has been placed in Q4
2012.
- Multilevel communication on media, digital,
PR, promo activation.
How it Works?
LOCAL Media
(Radio, Outdoor, PR)
Key Locations next to nightlife outlets
Register on
consuma-responsabil.ro
Get a SMS code with a unique
registration number
Register
yourself
OR
The hostess registers
you in promo
RFRD team + Police will wait for people at club exists at key hours; they will offer
vouchers of 10 lei each if you have consumed alcohol and DO NOT take your car
back home / do not drive.
Key Visual _ Outdoor
JOIN City Manifest-Iasi
Iasi can be the first city in
Romania which does not drink
drive!
Register on
www.consuma-responsabil.ro
and you can win a free taxiride.
Live Outdoor
OOH de noapte
Radio
MALE VOICE OVER
Are you from IASI? And are you going clubbing? Do you think that Iasi is the coolest city in
Romania? Join the City Manifest!
Demonstate that IASI can be the first city in Romania that does not drink/drive.
Register your data on consuma-responsabil.ro and you can get the code via SMS.
You can win a taxi ride home, after your clubbing night.
From 12 October to 12 November, we are in City Manifest for Iasi.
Consumă-responsabil.ro and make sure of it!
Consuma-responsabil.ro
Website Registration
JOIN THE City Manifest for Iasi. IASI can be the first city in
Romania that does not drink drive.
PLEDGE: I do not Drink/drive,
Name/mobile phone/city/age/I agree to the rules &
regulations/ I JOIN IN>
Congratulations! You have eneterd City
Manifest. You will receive your unique
code via SMS> Keep it – it can bring you a
free taxi ride home after your clubbing
night.
Facebook and promo announcer
Anunt promovare Facebook
“Win a taxi ride home”+
Directing consumers towards
our website for promo
registration
Timely posting plan on the FB account => same wall posts are visible on the FB accounts of the
RFRD members
Wall post example week 1: LIVE INTENSELY EVERY NIGHT AND CELEBRATE RESPOSIBLY< THIS SATURDAY, YOU AND THE
WHOLE EUROPEAN CONTINENT IS JOINING THE EUROPEAN NIGHT WITHOUT ACCIDENTS. GO TO www.consumaresponsabil.ro AND BE PART OF THE EUROPEAN MANIFEST “NO ALCOHOL WHILE DRIVING”
Posts of RFRD member brands
(print screens – European Night w. accidents)
FACEBOOK POSTS on the
brand accounts
of the RFRD members
Youtube
Animation
posted on
the RFRD
youtube
account.
http://www.youtube.com/watch?v=NYUuDTzL6cU
Press conference for City Manifest
Implicare din partea partenerilor
Contracted on-trade
by RFRD members =>
part of the game via
table tents placed on
the club tables.
The text reads:
This club is part of the
IASI City Manifest,
enter www.consumaresponsabil.ro and get
your unique code via
SMS.
You can win a taxi ride
home. If you have
consumed alcohol, you
never get behind the
wheel.
Taxi Vouchers & Flyers
10 lei. It can be used for the two most known
Taxi companies
Flyers placed in the taxi cars of the participating
companies + clubs
Flyers in Malls
• Flyer distribution in Iasi Shopping Malls +
consumer on-the-spot registration in the
promotion
500 flyere in MALLS
1000 flyere to the taxi
drivers
Table Tents on Clubs Tables
• The Table tents have been placed in the locations where RFRD members
had annual agreed contracts
– Dublin, Skye, Queen’s, Academy si Office
300 table tents placed
in the clubs
5 participating clubs
The Promo team
• 2 RFRD
hostess +
2
policemen
from the
IASI police
office
Costume
• T-shirt branded
“I love IS” – short
for IASI city name
and consumer
website address
with the message
“I love my town
and I encourage it
to consume
responsibly”
Activation
• The promo team is waiting for
consumers outside the club
• The ones who have consumerd
alcohol (in a reasonable quantity)
were informed about the promo
560 voucher s
offered
Consumer Feedback
--“A cool idea! I like it! I drink and I get free taxi ride!”
-- “Really? I take this to the taxi and I really do not have
to pay?”
-- “A nice way to keep me not to take my car tonight. “
--” When are you coming again? Any other clubs?”
-- “Finally somebody who takes it positively! I am sick
and tired of campaigns who show dead brains on the
street!”
City Manifest IASI _ RESULTS
RADIO COMMERCIAL broacasted 2 local stations: Radio ZU and Radio KISS FM
(leading radio stations)
144 radio spots broacasted in 3 weeks
8 outdoor pannels in key nightlife locations
Number of registrations 2880 people
Number of facebook likes 1170 people
Number of vouchers distributed in the two weekends 560
Number of people reached by the campaign outside the clubs aprox 5000
(average 250 people x 5 clubs x 4 nights)
Average of young people in IASI city (clubbers) approx 16000 – it means we have
reached 1/3 of the young clubbing target group
+10% increase in website unique visitors in one month only (from 34650 to
38500)
Overall appreciation_IASI
-
Extremely positive feedback from consumers
Drives website traffic
Involves digital world
Takes place at the HOT moment of the night: after
drinking, before driving!
……………………………………………………………………………………………………
- Extremely expensive
- Cost / contact including media 6.5 euro
- Cost /contact excluding media 2.78 euro
- Difficult vouchers tracking if no unique codes