“Every team needs a hero” is the core idea behind the Castle Lager ‘Designated Driver' campaign, which is aimed at promoting responsible drink driving over the festive period.
Castle Lager executive brand manager, Charl Bassil, says the company has partnered with taxi service SACAB to promote responsible behaviour during a period when drink-driving statistics typically increase. “We're committed to helping people enjoy their beer responsibly and we are keen to entrench designated driver behaviour, where one friend takes it upon himself to get his mates home safely after a night out,” he says.
The promotion will run at 80 venues around the country until the end of December 2009. Consumers will be encouraged to nominate themselves as designated drivers for the night to the brand's promoters at the various venues. Willing participants undergo a breathalyser test when they register and another one towards the end of the evening before they go home. To encourage minimal alcohol intake during the promotion, each designated driver is given free soft drinks.
Free rides with SACAB
If designated drivers are below the legal limit by the end of the evening, they will be entered into a lucky draw. Each week four designated drivers will stand a chance of winning a year's free cab rides from SACAB.
SACAB was seen as the perfect partner for the campaign, as it offers consumers professional and reliable taxi services 24-hours a day, seven days a week nationwide. It has partnered with existing cab companies nationwide to ensure a maximum reach and to make themselves accessible to all.
To ensure the initiative has a lasting impact, Bassil says that the company will install dedicated SACAB phones in each of the selected outlets. “This will give consumers direct access (the call is free) to arrange a safe lift home after a night out during the festive season and beyond,” he says.
More on the promotion on www.castledd.mobi/ and www.castlelager.co.za.
