DRIVE RESPONSIBLY

Short List
TitleDRIVE RESPONSIBLY
BrandJUPILER
Category G07. Corporate Purpose & Social Responsibility
Product/ServiceBEER
Entrant BBDO BELGIUM Brussels, BELGIUM
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement VIZEUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Credits
Name Company Position
Arnaud Pitz BBDO Creative Director
Sebastien De Valck BBDO Creative Director
Frederik Clarysse BBDO Associate Creative Director
Tom Jacobs Freelance Creative
Frederik Clarysse BBDO Creative
Tom Jacobs Freelance Creative
Johan Van Oeckel Freelance Creative
Sofie Verstreken BBDO Chief Strategy Officer
Jesse Donkor BBDO Strategist
Lore Desmet BBDO Account Director
Janne Aerts BBDO Account Executive
Lieselot De Fraine BBDO Account Manager
Patricia Van De Kerckhove BBDO Head of RTV
Marlies Neudt Freelance Producer
Eva Segers BBDO Belgium Producer
Mathieu Schots BBDO Belgium Sound Engineer
Neil Skeet BBDO Belgium Video Editor
Tom Nackaerts BBDO Belgium Head of Studio
Lut Van Lombeeck BBDO Belgium Desktop Publisher
Anton Ceuppens BBDO editor

Why is this work relevant for Media?

To revive the worn out "drink responsibly" message from its own beer ads ("Beer brewed with love is to be consumed with care."), Jupiler, Belgiums biggest beer brand, negotiated with media sales houses and pinpointed the exact commercial slots for car ads and radio and tv. It bought the media space right behind these ads and launched a new alcohol warning for car ads: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler." Turning car ads into alcohol warnings with creative media buying and planning.

Background

Jupiler is the biggest beer brand in the land of beers: Belgium. Unfortunately, Belgium is also the land of drinking and driving. It has one of the worst drinking and driving records in Europe with 43% of Belgians admitting they have driven under the influence in the past 12 months. As the biggest and most influential beer brand, Jupiler wanted to make a clear statement against drinking and driving. A statement that leaves no room for interpretation and supports zero tolerance behind the wheel.

Describe the creative idea / insights (30% of vote)

In fact, Jupiler has been broadcasting the same industry-standard warning message at the end of every commercial since 1992: "beer brewed with love is to be consumed with care." After 27 years of repeating them, these messages go unnoticed. Meanwhile, car manufacturers are making continuous efforts to make our cars safer, while the most important safety option is... a sober driver. Jupiler created a new message: "cars built with love are to be used with care. Don't drink when you drive. Jupiler" But Jupiler didn't broadcast it during its own commercials. It attached them to car commercials. Turning every car ad into an anti drink-driving ad.

Describe the strategy (20% of vote)

In the past, anti- drink driving adverts often addressed consumers in the same way – at a bar, drinking with friends, followed by an accident. According to research, this has often conversely normalised drink-driving behaviour. Jupiler wanted to adress the problem from a different angle by instead attaching its message to car ads. With this fresh approach we made it more likely this message would imprint into the minds of consumers. To once again sensitise consumers to its important message, Jupiler reinvents its original message, in terms of language and context, making it fresh, and thus more noticeable. We didn't choose the classical timing for beer ads in our media plan. Instead, planned our campaign in the peak period for car ads: in the weeks before the Brussels Car Expo.

Describe the execution (20% of vote)

Instead of a classically bought campaign, we needed a tailor made media buying mechanism, to put our message directly after the car manufacturers’ ads. We first needed to spot the commercial slots where cars were advertised. There was no transparency on that one as this is information we didn’t have access to. That's why we partnered with media saleshouses to make the buying based on our plans. This was a close collaboration between them and us as we were closely following up on the spotlists they were sending us and shared guidelines when needed to meet the expectations. So after pinpointing the slots where car brands were advertising, media saleshouses manually inserted a 5" tagon right after the car ad, containing our message. Jupiler adapted its media plan to car advertisers, by choosing the peak period for car ads to launch its campaign: the weeks before the Brussels Car Expo

List the results (30% of vote)

We reached 69% of Jupiler’s core audience (Legal drinking age 18+). Aside from being praised by industry experts on reinventing a stagnated messaging, post campaign measurement by Ipsos shows: A 12 percentage point decrease of people who tolerate others consuming alcohol and driving A 6 percentage point increase of people who practice or want to practice a zero tolerance policy when it comes to alcohol and driving. A 6 percentage point decrease of people who feel it’s ok to drive a car after drinking two beers On top of that, the campaign was picked up in mainstream and social media and was praised by industry experts.

Please tell us how the brand purpose inspired the work

Jupiler is Belgium’s leading beer brand, and also the most stereotypical masculine brand. For over 30 years, Jupiler had been built on the baseline of “Men know why”. This positioning is disputed in society, but at the same time the brand is still very influential among men. In 2019, we all felt that it was time to update that - disputed - positioning, making it more modern. Jupiler now sees its role in society as to “move men forward” in every way possible. Not in a patronizing way, but in a no-nonsense and simple problem-solving way, just like men are themselves. Since 8 out of 10 drivers caught drunk are male, Jupiler wanted to move men forward in that area. Could we move men in finally stop driving when under influence?