Designated Driver campaign impacts habits

Its executive brand manager, Charl Bassil, says the campaign's aim was to encourage consumers to volunteer as the hero for the evening and be the designated driver. "Promotions were held at 80 outlets nationwide where willing participants underwent a breathalyser test when they registered as a designated driver and another one towards the end of the evening before they went home. To encourage minimal alcohol intake during the promotion, each participant was given free soft drinks throughout the evening," he says.

If designated drivers were below the legal limit by the end of the evening, they were entered into a lucky draw. Each week, designated drivers stood a chance to win a year's free cab rides from SACAB and by the end of the competition, 24 designated drivers had won.

Raised awareness

In addition to the designated driver promotions, the brand installed dedicated SACAB taxi phones in selected outlets nationwide. "In a country where catching a cab is a relatively new mindset, these free of charge phones gave consumers direct access to the taxi service to arrange a safe lift home," says Bassil.

To date, SACAB has recorded 238 transfers as a direct result of these dedicated phones. Bassil says the consensus of managers at the outlets where the highest number of calls were recorded is that the Designated Driver campaign was highly successful.

"It definitely raised awareness amongst consumers about responsible drink driving, highlighted how easy it is to exceed the limit and showcased the importance of having a designated driver or cab service available when you're having a good time with your mates," he concludes.