Wanna Drink?

Background

7 Leisures Group, owner of Bahrain’s biggest chain of nightclubs, pubs and restaurants, wanted to remind its customers about the dangers of drinking and driving and to offer them a solution. JWT Bahrain’s task was to capture the consumers’ attention and make them take note.

Idea

Bluetooth is very popular amongst the youth of Bahrain, who use it as a tool to make new friends and to socialise in pubs and popular hangouts. JWT Bahrain’s idea was to take advantage of this popular pastime, in order to reach consumers where the message would be most relevant. They planted Bluetooth transmitters at the exits of all 7 Leisures venues. These transmitters sent an animated message to all mobile phones within a 30ft radius, telling them: ‘Don’t take a chance, take a taxi.’ The message reached the audience at the right time and place, just as they were about to take the decision to drive back home.

Results

Within two weeks there was a significant increase in the number of Radio Taxis being called on weekends after parties.

Target Audience

Our Thoughts

Talk about targeting the right people in the right place at the right time! With this well placed bit of bluejacking, those in need of transport are immediately guided to the most convenient option. Simultaneously being socially responsible and potentially lucrative (particularly for the cab firm whose number is included!) we can see this becoming a far more popular method of DM, notwithstanding the regulation minefield.