Despite decades of anti drink-driving advertising, young drivers in Auckland still often drive after a drink or two – so Auckland Transport decided to shift gears.
Using sex and humour to address a deadly serious issue, J Walter Thompson and Auckland Transport have developed a ‘Happy Ending Voucher’ to encourage couples to reward each other for abstaining from alcohol when driving.
“A good end to the night makes for a good night out,” said Mark Hannan, a spokesman for Auckland Transport.
“The purpose of this campaign is to communicate the key message that sober driving means having zero drinks. It’s very difficult to estimate how many alcoholic drinks a person can have before they reach their limit.”
Between 2010 and 2014, almost 59 per cent of death and serious injury crashes on roads in Auckland were alcohol or drug-related. Auckland Transport wanted to persuade the target audience – 25 to 39-year-olds – that zero drinks was the only safe policy.
Since 82 per cent of the target audience is in a relationship, they made a strategic decision to shift the target to the driver’s significant other, the most influential person in their life.
Available at clothing stores and hair and nail salons, the Happy Ending voucher uses an alcohol screening litmus test pad that a partner “licks” to show they are drink-free, in order to “redeem” their voucher.
The voucher packaging, advertising and Facebook film feel like a sensual ad for perfume or designer fashion, marking a major shift from the usual shock tactics of anti-drink-driving campaigns, to delayed gratification and reward.
“The Happy Endings Voucher creates a currency for couples to reward each other for driving sober.” said Cleve Cameron, executive creative director of J. Walter Thompson Auckland.
“There’s only one thing more persuasive than beer, and that’s the chance of a smooch at the end of the night.”
The Happy Ending campaign runs from January to March 2016 and includes social media, online video, outdoor, editorial and direct marketing.
Adland, stop what you’re doing and listen up: B&T’s 30 Under 30 Awards are back in business and open for 2021 entries! For all you keen beans and those who are truly dedicated to nabbing a coveted 30 Under 30 Award, now’s the time to submit your entry! With international borders still closed, starting your […]
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]
Wavemaker, News Corp and South Australia Health collaborated to launch a Covid-Safe mask giveaway in time for Black Friday sales activating a campaign that would normally take 6-8 weeks in just 6-8 hours. Following the recent unexpected Parafield cluster that led to Adelaide’s lockdown, SA Health identified Black Friday – a key shopping event with […]
This year triple j’s Hottest 100 is partnering with Lifeline, a provider of crisis support and suicide prevention in Australia. As 2020 comes to a close, triple j is taking a look back at the year in music. Despite its challenges, 2020 gave us a remarkable amount of memorable music, so join us as we celebrate […]
Salesforce boutique partner 8squad has hired former Australia Post senior executive Jessica Thompson in the new role of chief operating officer, to accelerate the company’s expansion. The company is now nearing 50 employees, gained within 18 months of launching, with 8squad helping Australian businesses and building platforms for innovative FinTech business launches. CEO Frank Cuiuli […]
Google Australia has revealed it has signed deals to pay Australian publishers, despite the ongoing debate around the Government’s proposed News Media Bargaining Code. Google announced a new initiative last month, named the Google News Showcase, which will see the tech giant pay publishers around the world $1 billion over the next three years. Upon […]
iStock has released its top visual communications trends to help small and medium-sized businesses better plan their brand and performance marketing for 2021. Experts from across iStock have identified key emerging trends that they claim will resonate with consumers after a year of disruption—from major political events, the impact of COVID-19, effects of climate change, […]
Air New Zealand and Tourism New Zealand have today launched a new safety video, ‘Aotearoa, the 8th Wonder of the World’, to help support the domestic tourism industry. The new campaign sees destinations across the country put forward their submission to be named the eighth wonder of the world—plus, there’s even a bit of a […]
With the Australian government currently undertaking the most significant review to our data laws ever, smrtr’s co-founder and CTO Boris Guennewig explains what might be next for Australia’s privacy laws. Australia’s privacy laws look set for a significant shakeup following the ACCC’s inquiry into digital platforms. As part of the government’s response to the Digital […]
Only 11 per cent of marketing managers are happy with their public relations agency, staggering findings from a new IBA International report show. IBA International, a leading B2B marketing communications consultancy, has announced the findings of a primary research report, which examines the confidence of B2B organisations in their marketing and communications agency structures. It […]
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]
Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]
It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]
TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]