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Responsible drinking programmes
supported by European spirits producers

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• “Drive responsibly: Don't drink and drive”
• “Condu Responsabil, Nu Bea La Volan !”
COUNTRY Romania
TIMING 2009 > 2010
THEME
Drink-driving

CONTRIBUTOR

  • Brown-Forman
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OBJECTIVE

  • To educate consumers, particularly those passionate about cars and motor sports, about the importance of responsible driving.
  • To inform the Rally audience (mostly men 20 - 45 years) about the dangers of drink-driving.
  • To have all motor sports and cars lovers, as well as those who respect values, embrace the program and become its ambassadors.
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DESCRIPTION OF THE INITIATIVE

  • The campaign ran during the Romanian Rally Championship (Campionatul National de Raliu). It was faced by the Jack Daniel's Rally Team which consists of four teams (Manager: Mihal Leu, Group A: Edwin Keleti and Victor Ponta, Group N1: Gergo Szabo and Levente Csegzy, Group K: Catalin Berari and Mihai Sandu, Group N2: Titi Aur and Karoly Borbely).
  • It mixed an entertaining competition with top rally pilots from Romania and abroad, special guests, spectacular cars and routes, with  innovative marketing tools. In 2010 the program evolved reaching different dimensions of communications, brand ambassadors, consumer bonding and brand exposure. All promotions carried the Romanian responsible consumption website address.
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IMPACT

  • In 2010:
    • Around 80,000 consumers attended the rally competitions, with 4,000 attending  the after Rally Events.
    • There were around 200 print news and articles (national and local press), which included interviews, advertorials, pictorials and glossy, specialiy magazines.
    • 500 news and articles appeared on-line.
    • 80 radio news and spots aired (national and local) which included contests and announcments.
    • 150 TV airings (interviews and news in national and local TV), which included news, news – Classic, Sport Channels and Dedicated Rally TV Shows. Own TV Show in July and August (Antena 1 and Euforia).
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