Participants 2016

Innovative Campaign

BBDO GROUP/PROXIMITY SOFIA

Alcohol Is a Bad Driver

The Alcohol Is a Bad Driver campaign is part of Kamenitza AD's long-term corporate policy, focused on the responsible consumption of alcohol and aimed at making a positive change in the drivers' behaviour.

The topic of drunk driving is widely communicated – both by other companies and by the main institutions related to safe driving (Interior Ministry, Traffic Police). That and the fact that the period the campaign was held – November-December, coinciding with the presidential elections and the active Christmas season, posed a few serious challenges. The media environment was mostly dominated by political messages and the usual social Christmas campaigns.

To set ourselves apart from other campaigns, to attract media attention, and to reach the young drivers, we chose an innovative approach – we made a movie. A make-believe movie. Because everyone loves the cinema and having fun with friends at the latest new movie.

We followed the rules of the film industry – we made a trailer, a poster and a website. We asked a movie blogger to write an annotation, we created "news" about the upcoming movie. We invited the media to a premiere in a real cinema and… we showed them an advertising video of the Alcohol Is a Bad Driver campaign.

The campaign continued with massive online campaign, OOH, media and bloggers relations. The movie was great success – we received very positive comments and feedback. Despite the busy media environment, the campaign generated extensive media coverage.

Images

Video

http://proximitysofia.com/bapra/2017/kamenitza/