drunk driving
Post on 19-Jul-2015
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ALONTO | ASERON | CEJALVO GOTLADERA | MALLARI | MIRAFUENTE | PEPINO
THE ADVOCACYDRUNK DRIVING
THE ADVOCACYTHE ADVOCACY
DRUNK DRIVINGRATIONALE:
A Friend Died In A Car Accident. We Believe Most Of Our Friends Are Prone To This As Well, Which
Is Why This Is Our Chosen Advocacy.
THE ADVOCACYTHE ADVOCACY
CULTURE IN THE PHILIPPINES
Predominantly male custom
influenced by western culture
THE ADVOCACYTHE ADVOCACY
CULTURE IN THE PHILIPPINESPredominantly male custom
influenced by western culture
THE ADVOCACYTHE ADVOCACY
CULTURE IN THE PHILIPPINESdrinking has become a medium for
socializing
THE ADVOCACYTHE ADVOCACY
CULTURE IN THE PHILIPPINES
HOW DO YOU GO HOME AFTER DRINKING?A. TAXIb. FRIENDc. SLEEPOVERd. i drive
THE ADVOCACYTHE ADVOCACY
DEFINITION OF “DRUNK”
1. Excessive consumption of alcoholic beverage
2. Physical and mental capabilities are temporarily impaired
3. Change in attitude
THE ADVOCACYTHE ADVOCACY
EFFECTS OF ALCOHOL
30-120 minutes
HOW LONG IT TAKES FOR THE BODY TO FULLY ABSORB ALCOHOL
Slows down central nervous systemLOSS OF BALANCE
BLURRY VISION MEMORY LOSS
VOMITING NAUSEA
INABILITY TO DRIVE INTENSE SWEATING
UNCONSCIOUS LOWERED REASONING ABILITY
LOSS OF CAUTION
THE ADVOCACYTHE ADVOCACY
EFFECTS OF ALCOHOL
blood alcohol concentration
(bac) levels
THE ADVOCACYTHE ADVOCACY
statistics from LTO
THE ADVOCACYTHE ADVOCACY
anti-drunk and drugged driving act of 2013
mADE TO ENSURE ROAD SAFETY THROUGH HIGH PENALTIES
FIELD SOBRIETY
TEST
CHEMICAL BLOOD
TEST
MEASURING SYSTEM
DRIVING-RELATED ADVOCACY
THE ADVOCACYTHE ADVOCACY
RESPONSIBLE DRIVING CAMPAIGNS DRIVING-RELATED ADVOCACY
OUR ADVOCACYINTELLIGENT DRIVING: SMART WAYS TO LIVE
THE ADVOCACYTHE ADVOCACY
about the consumer
THE ADVOCACYTHE ADVOCACY
about the consumer
THE ADVOCACYTHE ADVOCACY
about the consumer
WHY PEOPLE DRINK AND DRIVE PERCEPTION
OVERCONFIDENCE SHY TO ADMIT THEY ARE DRUNK
NO OTHER WAY HOME ABSENCE OF DESIGNATED DRIVER ON SITE
THE ADVOCACYTHE ADVOCACY
about the consumer
THE ADVOCACYTHE ADVOCACY
about the consumer
THE ADVOCACYTHE ADVOCACY
about the consumer
Attributes consumer will look for Accessibility
Safety Reliability
Price Speed
Convenience
THE ADVOCACYTHE ADVOCACY
TARGET MARKET
victoria dela cruz 21-year-old
student from upd
THE ADVOCACYTHE ADVOCACY
TARGET MARKET
martin reyes 28-year-old sales
officer in a gas company
THE ADVOCACYTHE ADVOCACY
TARGET MARKET
sam romero 28-year-old
business tycoon
THE ADVOCACYTHE ADVOCACY
GOALS AND OBJECTIVES
Increase awareness of
the alternatives
Increase usage of proposed alternatives
THE ADVOCACYTHE ADVOCACY
MARKETING STRATEGIESbe witty, funny &
concernedyouth as the
starting pointutilize social media.
focus on benefits, not features
MARKETING MIXPRODUCT
DISTRIBUTIONPROMOTIONS
PRODUCTpositioning statement
To men and women who drink and drive that enjoy going
out and drinking with friends, "Intelligent Driving: Smart
Ways To Live" is an advocacy that promotes safety and
provides alternatives to prevent drunk driving. The reasons
are (1) the numerous alternatives to get home safely
without drunk driving, (2) the growing industry of nightlife
entertainment and (3) several cases of drunk driving.
PRODUCTunique selling point
not instilling fear
not dictating what to do
offer smart convenient
alternatives
PRODUCTunique selling point
not instilling fear
not dictating what to do
offer smart convenient
alternatives
PRODUCTf e a t u r e s
DESIGNATEGRABTAXI
DIAL-A-DRIVERUBER MANILA
MOBILE APPSMART CARD
PRODUCTb r a n d i n g
fullness of lifeSAFE
CONVENIENT SMART
PERFECT FOR EVENTS
MARKETING MIXPRODUCT
DISTRIBUTIONPROMOTIONS
DISTRIBUTIONsmart way home application
set up booths strategic locationsDISTRIBUTION
set up booths strategic locationsDISTRIBUTION
course it through partnershipsDISTRIBUTION
MARKETING MIXPRODUCT
DISTRIBUTIONPROMOTIONS
PROMOTIONSUTILIZE SOCIAL MEDIA
PROMOTIONAL POSTERSPROMOTIONS
PROMOTIONAL POSTERSPROMOTIONS
VIRAL VIDEO - STORY BOARDPROMOTIONS
VIRAL VIDEO - STORY BOARDPROMOTIONS
VIRAL VIDEO - STORY BOARDPROMOTIONS
VIRAL VIDEO - STORY BOARDPROMOTIONS
VIRAL VIDEO - STORY BOARDPROMOTIONS
VIRAL VIDEO - STORY BOARD
THERE ARE SMARTER WAYS TO GET HOME.don’t drink and drive.
PROMOTIONS
VIRAL VIDEO - STORY BOARD
THERE ARE SMARTER WAYS TO GO HOME.
SMART WAY HOME APPaVAILABLE ON app store & google play.
PROMOTIONS
#THESMARTWAYCONSUMER ACTIVITIES
PROMOTIONS
NON-TRADITIONAL ACTIVITIES
THERE ARE SMARTER WAYS TO COME HOME TO ME.
BEDROOM SETUP NEAR CLUB ENTRANCE
PROMOTIONS
NON-TRADITIONAL ACTIVITIES
grabtaxi codes during events
PROMOTIONS
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