GCI Presentation

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Entreprise Prévention
Designated Driver Campaign 2002  Celui qui
conduit, cest celui qui ne boit pas 


May 27th 2003
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Context Entreprise Prévention

• A large script-writing contest set up by Sécurité
  routière
• For young people between 14-25
• Issue drink-driving
• With the partnership of Entreprise Prévention
• 5 winning scripts selected
• adapted and produced by famous young directors
• TV and cinema showing
• French Road Safety Authority

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April 2002 Entreprise Prévention

• Contest anouncement
• A large e-marketing campaign
• humorous computer animation
• sent to 20 000 young people
• in order to encourage them to participate
• Creation of a mini-site
• presenting the contest
• Application form, QA

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December 2002 Entreprise Prévention

• A large field campaign
• A new e-marketing campaign
• sent to over 40 000 young people
• inviting them to go and see the winning videos
  on the web site
• funny enough to encourage them to send it to
  their friends
• A large distribution of prevention kits to
  students
• 10 campuses targeted
• 40 000 kits delivered
• containing key-ring, small alcohol indicator
  ruler, breathalyser and windscreen sticker

On prend la route ce soir?
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December 2002 Entreprise Prévention

• Lively events in nightclubs and bars
• 30 events across France
• 4 young hosts for each operation, dressed up as
  firemen and nurses
• free non-alcoholic beverages and
  give-aways(tee-shirts, key-rings) for each
  designated driver
• Screening of the 5 winning short filmsduring the
  evening

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Results Entreprise Prévention

• Contest participation
• 3 500 scripts sent by young people between 15
  and 24 years old
• 2 000 young people registered on the web site
• Campuses
• 40 000 kits delivered
• 100 of the students favourable to the operation
• Nightclubs
• 30 targeted nightclubs
• 25 000 young people in contact with the
  designated driver concept
• 3 000 designated drivers
• 90 said they will now apply this concept when
  they go out

3 500
40 000
25 000