In 2007 Brandhouse conducted extensive consumer research to understand consumer attitudes and motivations toward drinking and driving. The company wanted to understand why consumers drink and drive, even though they know that it is illegal and has possible severe consequences. The results showed that most people believed it wouldn’t happen to them.
This gave rise to the creation of the Brandhouse Drive Dry campaign, which was then launched as a through-the-line media programme. Adopting the ‘It won’t happen to me” tag line, the Drive Dry campaign aims to provoke thought around the issue and to discourage consumers in a hard hitting way. The campaign underscores that it can, in fact, happen to them and they should therefore not drink and drive. The campaign message is conveyed through television, cinema, outdoor and radio.
To date, Drive Dry has been well received by the public and a recent survey indicates that consumers are very aware of it and the message it carries. It has also being the recipient of numerous awards. These include a Silver Lion at the Cannes Award, a Silver Pencil at the D & AD Awards (the only South African television commercial to do so) and recognition as the Best Digital Ad of the Year at the 2011 Ad of the Year Awards.