Title	THE HIDDEN CAR CRASH WINE LABEL
Brand	UBER
Product/Service	TAXI SERVICES
Category	B05. Use of Ambient Media: Small Scale
Entrant	LEO BURNETT MOSCOW, RUSSIA
Idea Creation	LEO BURNETT MOSCOW, RUSSIA

Name	Company	Position
Mikhail Kudashkin	Leo Burnett Moscow	Executive Creative Director
Ilya Pryamilov	Leo Burnett Moscow	Senior Art Director
Vasiliy Gubin	Leo Burnett Moscow	Senior Copywriter
Andrey Kokorin	Bang Bang Studio	Illustrator
Irina Kartina	Leo Burnett Moscow	Senior Corporate Communication Magager
Ksenia Sharapova	Leo Burnett Moscow	Junior Corporate Communication Manager
Anastasia Naassan	Uber	Marketing manager Uber
Evgeniya Shipova	Uber	Head of communications

The Campaign

Both true wine connoisseur and those who pretend to be one do enjoy examining their wine bottle labels - grape variety, vintage year, degree of slope incline, none of those details should not go unnoticed. Besides, beautiful vineyard landscapes are often depicted in gravure technique on the labels. Our idea - to issue a limited run of house wine bottle labels in collaboration with Jean-Jacques wine restaurants. Terrible car crash scenes are inserted into these beautiful landscapes. Below, in place of grape variety, a warning tells about danger of drinking and driving. An Uber offer is placed on the back label, which is usually examined right after the front label of a wine bottle. It gives a promo code for a free trip, so that all would be safe and did not get behind the wheel inebriated.

Creative Execution

We introduced our promo to the Jean-Jacques wine bar chain. With that in mind, we took the already popular and beloved by many private label wine made by Jean-Jacques. And now we just had to issue a new run of wine bottle labels - we came up with a series of three different landscapes. A batch of one thousand bottles was selling in all eight Jean-Jacques restaurants throughout Moscow. We didn't talk in advance about our idea and guests learned about promo only when they read the text printed on the bottle of wine they just have ordered. Toward the end of the campaign, we told journalists about it and released a short video, which then was placed in the mass media and social media.

Main outcome - thanks to the waiters who knew exactly how many bottles of wine had been ordered, hundreds of drivers did not get behind the wheel while impaired by alcohol. Uber was able to track the exact number of codes used in this promo - 92 percent. Thanks to unconventional media, there were mass media articles and social media discussions of the campaign - video got tens of thousand hits. - 92% Uber was able to track the exact number of codes used in this promo - 1000 bottles were ordered - 200 000 social media impressions - 30+ coverage of influent media ...but was most important all the passengers got home safe and sound. Uber has helped to make roads safer in Russia, and has proven itself as a socially responsible brand. And, the company won many new customers without spending a penny on media budget.

Traditional media are peppered with warnings about the dangers of drink & drive. And all who see these warnings agree 150 percent. However, when a person is at a bar - a glass of wine in his right hand and car keys in his left hand - everything changes. We need to make an appeal directly to the bars and restaurant attendees, and at the right time - a second before the decision is made.

Insights, Strategy and the Idea

In a bar or a restaurant, drivers spontaneously make a decision to have a drink before they get behind the wheel. It's important that we address these people and at the right moment - just before they get behind the wheel. We didn't talk about our idea in advance and people learned about the promo only when they read the text printed on the bottle of wine they just have ordered.