Martini / Mini Taxi: Takemehome Machine

Martini asked us to highlight the fact that they care about their customers and encourage responsible drinking among clubbers. That's why we made Martini and Mini Taxi co-promotion. We set up special Martini TAKEMEHOME machine in clubs. It measures your blood alcohol content and if it exceeds certain limit you receive 30% discount on Taxi Mini.

Advertising Agency: Friends, Moscow, Russia
Creative Director: Arina Avdeeva
Copywriter: Semyon Polyakovskiy
Art Directors: Alexander Zavacky, Arina Avdeeva
Designer: Max Denisov
Production company: The Viewmakers' Studio
General Producers: Anastasia Kotelnikova, Artem Mansimov
Product Designers: Aleksandr Veshaev, Gaya Asaturova
Programmer: Tigran Azaryants
Published: April 2012

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Milan Solanki's picture
Milan Solanki
986 pencils

well this would simply work because customers would want to bag 30% discount

gadgets's picture
1063 pencils

"encourage responsible drinking"??! by giving discount if you drink more? No way!

Milan Solanki's picture
Milan Solanki
986 pencils

i thought the same but then
1) they don't want consumers, not in any case, to drink less
2) even when they say Responsible Drinking, they mean when you drink more, let a taxi drive you home, and not that you should drink less
3) everyone would want 30% discount, so consumers would not mind drinking a little more to bag the discount, that means more selling, as a client that's the first thing you would want
4) it's kind of honest too with a message that says drink but go home safe

kleenex's picture
26435 pencils

The 30% discount is a no no.

Nike Diesel's picture
Nike Diesel
13339 pencils

I disagree.
IMO the 30% makes it even stronger and even more plausible for people to take part in this.

Milan Solanki's picture
Milan Solanki
986 pencils


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