ARA

As an exciting new initiative by the SAB, the Castle Designated Driver promotion ran in 80 outlets nationwide over the 2009 festive season. At each participating outlet, activations were held where customers could nominate themselves as the designated driver for their group of friends for the evening.

All the “Designated Drivers” were breathalysed and had to be under the legal limit to participate in the promotion. They were also given free non-alcoholic beverages to enjoy during the evening.

Towards the end of the night, each “Designated Driver” was breathalysed again and if they were under the legal limit for the evening they were entered into a lucky-draw with some great prizes. The grand prize was one of 24 safe ride home packages (ie. a taxi ride home every week for a year). As a partner of the promotion, SACAB provided the prizes.

As part of the campaign SACAB also introduced the ‘taxi phone’ concept, which was made available at various outlets. Calls made from the taxi phone are free and allow customers to call a taxi company when they have had too much to drink and unable to drive themselves home. In total 62 phones have been placed in outlets around the country and are still in use.

In promoting the campaign, Castle ran an extensive PR campaign and managed to secure almost R2 million worth of media and digital coverage, including presence on blogs, Facebook and Twitter.

Castle Lager became the first alcohol brand ever to be featured on the Stay Alert Stay Alive’s public service announcement TV advertisements. Well-known South African DJ’s also supported the initiative and Sasha Martinengo had the following to say; “The Castle Designated Driver campaign is a brilliant initiative and should be continued and supported whole-heartedly. SAB pro-actively displayed that having a designated driver should become the norm amongst all people of all ages.” Gareth Cliff commented, “It was the most practical, socially-responsible and effective anti-drunk-driving campaign.”

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