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Responsible drinking programmes
supported by European spirits producers

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• “Drive your team: the best formula – the driver doesn’t drink”
• “Pilota tu equipo: la mejor fórmula - el que conduce no bebe”
COUNTRY Spain
TIMING 2006 > 2008
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Vodafone
  • Mclaren
  • Mercedes
  • Directorate General of Traffic
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OBJECTIVE

  • To promote responsible alcohol consumption.
  • To encourage the use of the designated driver/public transport concept as normal behaviour.
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DESCRIPTION OF THE INITIATIVE

  • Promotion of the key campaign messages: "The best formula: a driver for each night”. “Team strategy: the driver doesn't drink" (Estrategia de Equipo: el que conduce no bebe).
  • In 2006, coinciding with the celebration of Spain Grand Prix Formula 1 in Barcelona, in May 2006, Diageo held a Safe Driving Day. Any adult could participate in a competition for ideas to promote the use of alternatives to the car to go drinking. The winners of attended a safe driving course with the RACC. In addition, attendees were able to share a lecture about driving and driving safety with Spanish test driver for McLaren Mercedes, Pedro de la Rosa. 
  • During 2007 numerous events took place such as: 
    • A competition to propose a "strategy against drink-driving" on the Johnnie Walker site.
    • A day with Mika Häkkinen involving: a morning spent with Diageo employees; a press conference/lunch in the afternoon; evening event where Christian Gálvez (a popular showman) and Mika Häkkinen gave responsible drinking tips and an awards ceremony for the winners of the Johnnie Walker webstie contest.
  • During 2008 numerous events took place such as:
    • Two weeks in July 2008 the campaign was ran in Makro shops. It was supported by a video and photo's bearing the campaign tag line.
    • Advertising campaign featuring Grand Prix champion Fernando Alonso to encourage the use of designated drivers followed by leaflets to promote a new taxi service and to remind people about the designated driver.
    • Coinciding with the start of the Formula 1 season in 2008, Johnnie Walker ran a competition for consumers to say what they saw as the best team approach for a safe driving environment. Awards were given during the “Team Strategy” event. In addition the winning team were driven to the event by Mikka Hakkinen serving as t the “designated driver”.
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IMPACT

  • 300 entered the 2006 competion.
  • 900 consumers took part in the 2007 responsible drinking competition and 2,000 people attended the evening event with Mika Häkkinen.
  • Between 2,000 and 2,500 consumers reached during the 2 week promotion in July 2008 and 8,000 entered the 2008 competition. More than 1,500 attended the “Team Strategy” event.
  • 200,000 leaflets were distributed in 2008.
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EVALUATION

  • Evaluation by GFK showed that attitudes such as taking turns to drive and using alternative transport have increased significantly. The oldest are more sensitive to the message and state that they drink less if they plan to drive. 94% understood the message.
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