drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “You are the star”
• “El protagonista eres tú”
COUNTRY Spain
TIMING 2008 > 2008
THEME
Drink-driving

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Vodafone
  • Mclaren
  • Mercedes
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DESCRIPTION OF THE INITIATIVE

  • To celebrate the arrival of European Grand Prix Formula 1 held in August 2008 in Valencia, Johnnie Walker and Pedro Martinez de la Rosa, F1 pilot, carried out the “You are the Star” initiative.
  • The night before the Grand Prix Pedro Martinez de la Rosa personally called consumers to promote the designated driver concept through the "You're the star" message: "Hello, this is Pedro de la Rosa, in the Valencia 2008 F1 Grand Prix; you are the star, so join Johnnie Walker in not drinking and driving. F1 pilots always implement the best team strategy: "the driver doesn't drink". Remember this message on your trips, and when going out with friends. Always enjoy responsibly".
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IMPACT

  • "You're the star" message reached:
    • 30,000 consumers through the calls made by Pedro Martinez de la Rosa. 
    • 2,200 clients and 350 stakeholders.
    • 237,000 consumers through media coverage.
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