Food for thought: The spy who sold out
Forgiving a pretty face
Facebook to agencies: how will people share your story?
Is “The Pitch” an accurate reflection of our industry?
How do you make people think twice about driving drunk when they don’t think it’s a big deal? You put a price on the consequences. Literally.
$73,000 Bar Tab is an in-bar initiative the racks up the real costs of drinking and driving onto the actual bills of unsuspecting customers in two of Brazil’s most popular bars. The unorthodox tactic yielded an 80% increase in the number of cabs called from those locations (an equally unorthodox metric!). Plus, its nearing a quarter of a million hits on YouTube is helping spread the message further afield.
A big idea from Ogilvy Brazil and one that, unlike so many responsible-use campaigns, eschews TV ads in favour of an in-bar tactic. Bars, of course, being the ultimate point of connection in this category.
Lovely work.
Tweets that mention $73,000 bar tab « Big Orange Slide -- Topsy.com
June 23, 2010 @ 10:56 am
[...] This post was mentioned on Twitter by Mark Coleran and Matt Howe, hamiltonink1. hamiltonink1 said: My $73,000 bar tab… http://bit.ly/cGWjmg [...]
Miranda Voth
June 23, 2010 @ 12:09 pm
I saw this! Great idea.
Ian Mackenzie
June 23, 2010 @ 12:52 pm
80% increase in cabs called? Who was the client on this again?
Afshin
June 23, 2010 @ 1:25 pm
Awesome way to get them to tune in… and hear the message.
But the cab companies were clearly the winners :)
Allison Hunt, HATCH Research Intelligence Inc.
July 4, 2010 @ 11:44 am
Noooooo, Afshin. The people who weren’t killed by drunk drivers were “clearly the winners :)”