$73,000 Bar Tab
Issue 16 | September 2010
Agency
Ogilvy & Mather Brazil
Creative Team
Executive Creative Director: Anselmo Ramos; Creative Director: Rubens Filho; Head of Art: Denis Kakazu; Copywriter: Megan Farquhar; Art Directors: Bruno Ribeiro
Production Team
Production Company: HungryMan
Other Credits
Head of Production: Nana Bittencourt; Producers: Cecilia Taioli, Mauricio Granado; Account: Fernando Musa, Camila Porto, Samia Paz; Client: Pedro Costa
Date
15th March 2010
Background
Despite a zero tolerance policy on drunk driving in Brazil, 35,000 people died in car accidents last year.
The Bar Aurora and Boteco Ferraz chain wanted a campaign that would draw attention to them but in a way that was positive and socially acceptable.
Idea
When customers paid their bar tabs at Bar Aurora or Boteco Ferraz, they were shocked by the sums they were being asked to pay, often as much as 79,000 Reals or $73,000 USD.
Itemised among their drinks were the costs of the ambulance, hospital treatment, X-Rays, amputation and wheelchair they could need.
At the bottom of the bill was the message, Driving home could be very expensive. Don’t Drink and Drive. Bar Aurora and Boteco Ferraz.
Results
People asked to take the bar tabs with them so they could show their families and friends. From there the message took off and there are currently over 503,000 links to it on Google . It became a Trending Topic on Twitter, and the video gained more than 200,000 views on YouTube, mentioned in hundreds of blogs all over the world.
In both Brazil and Spain, it was one of YouTube’s most discussed educational videos. Not only did Bar Aurora and Boteco Ferraz receive the attention they hoped for, on the nights that the action was live, there was an 80% increase in the number of taxis called from their bars.
Our Thoughts
If you want to change consumer behaviour, the closer you can get to the precise time and place when they have to make a decision the better your chances.
Talking to people through their bar bills at the exact moment they are settling up and about to totter out to their cars is inspired. First, shock. Then comprehension. Finally, understanding. The message becomes startlingly relevant precisely because of where and when it is delivered.
It is so obvious an idea, why has no-one has ever done it before? (For an answer to that, read David Harris on ‘Inspiration’ on page xx).