2014 Winners & Shortlists

The Brief

In a country where 11,000 car accidents have been reported due to drunk driving in 2012, with the lack of road safety regulations, RYMCO / Nissan wanted take on the most challenging mission yet: To make sure that drunk people got back home safe & sound after a night out! *Disclaimer: Documentation shots taken in the streets displaying various campaigns against reckless driving belong to their owners and are not part of the campaign, nor the property of our agency.

Describe how the promotion developed from concept to implementation

The idea: Suggest an Arrest with Nissan! A Facebook app was created encouraging people to care enough for their friends and families by arresting them for having one too many drinks! This app allowed people to suggest so Nissan could Arrest! The initiative spread quickly! With the countless suggests made, the Nissan Police Squad raided locations across Beirut, carried out sobriety tests on suspects, and arrested those who failed and drove them home safely. Over 100 were made in less than 4 weeks with an on ground engagement of over 5,000 people and a total reach of 1,023,556 individuals.

Describe the success of the promotion with both client and consumer including some quantifiable results

The topic ran on all major social network channels, tweeted and discussed by thousands reaching countries as far as England and India, with our app receiving countless suggests! We busted over 100 suspects in various locations in less than 4 weeks, at the same time creating an on ground engagement with over 5,000 of the Lebanese youth! The videos also gathered a staggering 15,000 views, and still counting! The issue was raised on national TV and radio, gaining pages and episodes of earned media worth $272,000 and a total reach of 1,023,556 individuals and a matching online outreach number.

Explain why the method of promotion was most relevant to the product or service

RYMCO / Nissan's line of cars is very popular among the young generation. And since the lives lost are those of the young youth of Lebanon, Nissan wanted its brands to talk to the target using their own language, while raising awareness to their own safety. This is why, the creative execution brought the brand physically closer to the target, engaging with them on a personal level, online and offline, in their favorite hangout zones. The initiative made the young crowd become heroes, by allowing them to suggest an arrest and save their drunk driving friends' lives.