A lesson in responsible brand engagement

A lesson in responsible brand engagement
Joss Davidge BEcause

Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly hunt for great marketing ideas.

This week’s campaign is a lesson in responsible brand engagement, which managed to communicate brilliantly with a rowdy, fun-loving crowd.

 
When a beer brand is the official sponsor of one of the most famous and exuberant street-parties in the world, encouraging responsible behaviour calls for an innovative approach.
 
Brazilian beer Antarctica was the official sponsor of the famous Rio de Janeiro Carnival 2013. The Carnival is a world-famous spectacle, where people really let their hair down, dance, drink and celebrate. After a long day partying, many revellers choose to risk driving home under the influence, leading to a staggering 50% rise in fatal accidents around the time of the carnival.
 
To encourage people to use public transport to get home, Antarctica cans doubled-up as an underground ticket. Using “optical reading” software, when cans were dropped through an adapted turnstile people were able to walk through and use the underground for free. This lead to an 83% uplift in the amount of people using the service and, most importantly, 43% less people were caught for drink driving while the beer can tickets were in use.



The Beer Turnstile is a great example of a brand truly connecting with its audience by aligning itself with the needs of the consumer and mirroring the tone and atmosphere of an event. This was a brilliantly executed goodwill gesture that delivered revellers home safely and made Antarctica stand out as a responsible brand and event sponsor.  
 
Read more from Joss Davidge in our Clubhouse.

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