Beauty is in the eye of the beer holder
Toot-n-Scoot
Issue 2 | July 2008
Agency
TEQUILA Johannesburg
Creative Team
Hagan de Villiers - Writer and Creative Director;Gary Steele - Art Director and Creative Director;Matthew Barnes - Executive Creative Director
Production Team
Lisa - Make-up; Craig Walker - Production
Date
November - December 2006
Background
Thousands of South Africans are killed annually from alcohol-related motorcar accidents. While consumers are bombarded each year by fear-based communications that desperately try to persuade people not to drink and drive, the problem persists. What does this tell us? You can’t change the drinking habits of South Africans. The Toot-n-Scoot Taxi Service takes another two crucial factors into account: South Africans don’t have a reliable public transport system. They would rather drive drunk than leave their cars unprotected overnight. What this innovative fold-away scooter service therefore focuses on is changing the driving habits of South Africans. However, awareness levels of the service were low. The client had very little money and as a result wanted a knock-n-drop leaflet. TEQUILA\ Johannesburg wanted to make a difference.
Idea
Fear-based anti drunk-driving advertising was not working in South Africa. So instead of ‘big brother’ telling you not to drink and drive, TEQUILA\ Johannesburg’s communication came from an unlikely source – an ugly-as-sin party-goer. To extend the lifespan of the activation, they placed posters of the ‘uglies’ on toilet doors, ashtrays and branded cigarettes were left on counters and a stencil was sprayed in parking lots. They chose to launch the campaign over the Festive Season - a period over which alcohol consumption increases, as does the need for taxis.
Results
The campaign garnered free publicity in three national newspapers, coverage on numerous websites and radio exposure on three of the country’s biggest radio stations (combined listenership: 3.1 million). Toot-n-Scoot enjoyed their busiest Festive Season to date with an ROI of over 2000%.
Target Audience
Anyone, not at home, drinking over the Festive Season
Size
Brand activation over the Festive Season (around six weeks)
Our Thoughts
Ever thought of the tee-shirt as a communication channel? It’s a poster that moves. Or, in Scoot-n-Toot’s case, a poster that is embarrassing, unattractive and unable to dance. This idea made us laugh out loud. We all know how the demon drink changes the way we see things. Here’s how a new company grew its business by talking to prospects at the very time and place they were thinking about driving home after a couple of drinks too many.