Experiential marketing has proved an effective way to communicate with masses and raise awareness against social issues. It is all about how we choose to distribute the information and how we approach the audience to accept that information and pass it on or action it.
We have recently commented on a great awareness campaign by Hard Rock Cafe against drink driving in New Delhi. This is another good example of corporate social responsibility by the beverages company AmBev in Brazil.
To help reduce the high rates of accidents caused by drink driving in Brazil, Antartica beer has launched an experiential campaign entitled “Breathalyzer”.
The action took place in bars and clubs in Sao Paulo to show consumers how their skills can be affected by alcohol. The “Breathalyzer” pod spotlighted on a video screen a normal-looking girl or guy inviting you to take an alcohol-level test on the machine.
The ones who are approved by the pod are free to go, but if the machine detects someone with high level of alcohol, the image of the girl or guy on screen instantly turns into a good-looking and attractive person showing how alcohol can play with your mind.
It’s a fun and engaging campaign that brings to light how our judgement skills are affected by booze! For those who failed the test, the pod prints out a discount coupon for a taxi company and a safe return home.