Takemehome Machine

April 2012
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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

Comments (6)

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Milan Solanki's picture
Milan Solanki
994 Activity Scores

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