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• “Champions Drink Responsibly”
COUNTRY United Kingdom
TIMING 2008 > 2009
THEME
Drink-driving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To raise awareness about the dangers of drink-driving.
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DESCRIPTION OF THE INITIATIVE

  • The 2008 Silverstone British Grand Prix was used as a vehicle to launch the UK awareness campaign consisting of:
    • Digital advertising in the Grand Prix programme, F1 Racing and Autosport magazines.
    • Distribution of campaign leaflets containing key "Champions Drink Responsibly" information and promotional message to enter a free prize draw to win a pair of tickets to the Brazilian Grand Prix.
    • "Champions Drink Responsibly motorhome", situated near the entrance to Silverstone, where consumers collected instant gifts (such as branded flags, car stickers and whistles on lanyards), entered the prize draw and viewed the campaign print and TV advertising.
    • Periphery branding including large format flags and branded panels in key car park locations.
    • Sponsorship of the "Park and Ride" scheme.
  • A competition to win the chance of Michael Schumacher acting as their designated driver at the Ascari Race Resort in Spain in May 2009 was promoted via the Times Newspaper. A follow up article was conducted by the Times on-line, the Telegraph Newspaper and Hello Magazine.
  • For more information see Europe/Champions Drink Responsibly.
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IMPACT

  • 18,200 leaflets, 12,000 car stickers, 500 flags and 500 whistles were distributed during the Silverstone Grand Prix (July - August 2008).
  • 2,600 people entered the competition and two winners were selected to attend the event in Spain.
  • The "Park and Ride" scheme reached 30,000.
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