Our innovative campaign in Poland supported by influencers delivered the message it’s never ok to drink and drive.
Kompania Piwowarska (KP) part of Asahi Europe & International, is a local leader and promoter of responsible alcohol consumption in Poland. This year, KP sought out a new way of engaging with consumers to make the message of not driving while drinking stand out and resonate with the public.
Consumer insights, especially among young adults told us that they often find 'don't drink and drive' messages patronising and lacking credibility. "I don't like people intimidating or patronising me, even when it comes to something important. I prefer that people tell me things in an intelligent way and don't belittle me. Their message is authentic because it comes from experience" – this was one such insight.
The idea behind the campaign was to engage consumers in creating the messages and enrol credible influencers to amplify and deliver them. The core of the message was that "drinking and driving never goes together; it doesn't work. Alcohol and car? There is no rhyme. This is true both literally and figuratively. It's an indisputable fact".
KP worked with three Polish influencers to create a hip-hop song that would resonate with key audiences and raise awareness credibly and innovatively. Piotr Fronczewski is a Polish cinema legend who is also considered the father of Polish rap, with a cult following under the name Franek Kimono. Adam Piechocki (Pih) is one of the creators of Polish rap, working with top Polish singers and taking part in the recording of over 80 albums. Tomasz Janiszewski (Magiera) is a composer and music producer, and he created a unique beat for the campaign, which was used in the song's production.
To create relevancy and connection with the public, KP launched a campaign on its social media accounts, asking consumers to propose 'don't drink and drive' rhymes that could be part of the song. The response from the public was overwhelmingly positive, with more than 2200 entries of suggested verses. Based on those, Pih created the lyrics of the song 'Alcohol and car? There's no rhyme'.
The song and its video received an immediate positive reaction from the public. The video has so far over 220,000 views on YouTube and more than 200 comments and positive reactions from consumers.
The song is available on the biggest and most popular streaming platforms, including Spotify, Amazon Music, Deezer and Apple Music, recording solid engagement with the public.
