ARRIVE ALIVE

Arrive Alive, The Department of Transport’s road safety initiative, wanted to ensure their drunk driving message would not be missed over the notorious Easter long weekend. A period that claims hundreds of lives on our roads each year, many of which due to drivers driving under the influence of alcohol.

The brief was to develop a shock-tactic campaign that drinkers and drivers would not be able to ignore.

Insight: Drunk driving messages are often avoided because people do not want anything to dampen their festive fun. But what if we could use a common experience of festive fun to deliver a Trojan Horse that contains a surprising message of responsible drinking.

The Common Experience: The face one pulls after a shot of tequila looks a lot like the face one might pull at the point of impact in a road accident.

Idea: #TequilaFace
The campaign began under the guise of a  “small batch, big bite” tequila brand with 58% ABV called Vida Muerte, which means life or death. The new tequila rolled out across social media, digital, and billboards, with engaging messages that called for consumers to share their #TequilaFace. We partnered with brand ambassadors, actress Anele Ney Zondo, influencer Moshe Ndiki, and rapper C had Mansoor to bring the campaign visuals to life and connect with party-goers.

On the 1st April, it was revealed to press and social users the true message of the campaign – “Don’t let your #TequilaFace be your last.” All the user generated and influencer content was reposted to “glitch” rendering the party images into car accident scenes. Even the packaging of Vida Muerte transformed to show the dark side of the campaign.

The delivery of a drunk driving message concealed as a high ABV tequila brand launch that asked for a #TequilaFace worked. The reveal of the truth of the campaign – don’t let your #TequilaFace be your last – worked. The campaign created awareness and was noticed but even more importantly consumers engaged.

#ArriveAlive trended at number one on Twitter on April 1st. The campaign trended in 5 spots on Twitter in SA. The campaign achieved over 13M Opportunities To See, reached over 1.5M unique users and Twitter garnered 37.8M impressions.

Over 300 influencers participated Pro Bono and generated 2524 posts across social media.

Total earned media achieved: R1.1M

ROI of 1225%

Budget: R83 000 (Production & Media)
Duration: 23 March – 30 April 2021