Brazil: join the pact
Case study 26 JUN 2015
Changing behaviour is a key aim of our responsible campaigns – and one behaviour we'd like to eliminate completely is drink driving.
In Brazil, our Johnnie Walker brand offered to donate one million kilometres in free taxi rides in order to encourage people planning to drink alcohol to take a taxi rather than drive themselves.
After a high-profile launch by Formula 1 driver Jenson Button and Brazilian model and actress Debora Nascimento, the campaign used social media and interactions with consumers in bars and nightclubs to get its message across – and the programme's 99Taxis App enabled people to use a taxi and take advantage of their free kilometres.
There were 130,000 taxi rides taken as a result of the programme, and we reached seven million people through social media. Our research found that the number of people answering that they would 'take cabs when intending to drink' increased by 16% following the campaign.