Carlsberg // Cars In Control
Background
Despite tough drink-driving laws, alcohol-related accidents rose by 8.2% last year. Carlsberg wanted a direct way to deter would-be drunk drivers. Our insight: drivers have a false sense of security once they get into their cars, no matter how much they have had to drink.
Idea
In July 2012, drunk drivers found out one sobering truth: When you’re drunk, so is your car. We targeted drunk drivers in the car parks of nightlife areas. Using a High-Powered FM Transmitter, we briefly hijacked the signal of popular radio stations and broadcasted messages directly into their cars.
Results
The guerilla campaign was a great success, with over 68% of the drivers deciding to take a taxi home, or sobering up before driving. Alcohol-related accidents fell for the first time in 9 months. The best result? Motorists now know they are too drunk to drive when their cars start talking to them.
