I absolutely love it when people think out of the box and go over and beyond to provide a unique competitive advantage based on innovation and truly wanting to blow the consumers mind. And Uber Karaoke is one of those growing innovations that I get so excited about whenever I think about it. I love Karaoke and I most definitely frequent Uber so to be able to ride and participate in one of my favorite pastimes is super
C😎😎L and I am grateful for those who make this a reality. I am even more super charged when the cause is bigger than profit.
Pernod Ricard‘s annual anti-drink driving campaign this year is an Absolut-branded Karaoke Uber adventure. To learn more check out a film entitled, “Enjoy your journey home this Christmas. Don’t drink and drive”, which will be seeded on Facebook and IG. The video captures joyful groups of friends and family being picked up and surprised by the ride with a Karaoke machine, disco ball, Christmas lights and props.
“We remain committed to changing behaviour and promoting the importance of responsible drinking. Our position is clear: if you have a drink, don’t drive,” Toni Ingram, head of marketing at Pernod Ricard, commented. “We know under-30’s are at greatest risk of drink-driving and we know digital media is the best way of engaging them, so we’ve devised a fun social campaign they can relate to in order to divert away from drink-driving and instead highlight how much fun journeys home should be.”
“Everything we do for Absolut is about celebrating what they stand for, not against. Rather than talking about the dangers of drink driving, we wanted to remind people of the fun they can have on the way home instead,” BBH executive creative director Anthony Austin, said.
Absolut teamed up with Bartle Bogle Hegarty (BBH) for the campaign, which is a continuation of the agency’s work on the brand’s Create a Better Tomorrow, Tonight campaign and ground-breaking Equal Love film that launched earlier this year. Uber is also a client of the agency which helped bring the partnership together.
💜Love & Light☀️,
CRISTEN M. MILLS