Beer Coaster
Adelheit.de
Issue 2 | July 2008
Agency
Y&R Germany
Creative Team
Christian Daul - Creative Director;Claudia Frank - Art Director;Harald Schumacher - Copywriter
Production Team
Marion Lakatos - Agency Producer
Date
November 2006
Background
Adelheit.de is a road safety website. As well as advertising online, Adelheit.de wanted to get their message across locally in the places where alcohol is consumed.
Idea
Y&R Germany developed a guerrilla promotion in pubs in the Rhein-Main area. They distributed 20,000 beer coasters of a fantasy brand. The coasters asked drinkers to decide whether they wanted to leave their car behind where it was parked, or to fill out their last will and testament on the back of the coaster and leave it behind with the barman.
Results
No detailed results available yet. However, the number of visitors to the website has increased by more than 50%.
Target Audience
All pub goers with cars in the Rhein-Main area
Size
20,000 beer coasters in pubs and bars
Our Thoughts
You’re briefed to warn people that if you drink and drive you can die. What do you do? Most people would come up with an image of a wrecked car and a headline warning of the perils of the demon drink. Y&R approached death from a different angle. If you’re on the piss, then you know the consequences, they suggest. So, have you written your last will and testament? Best Use of Beermat, without a doubt.