Pernod Ricard UK and the Automobile Association (AA) have launched the fourth phase of their anti-drink-driving marketing campaign. The campaign will run over the summer-holiday season until the end of September.
Designed to address the on-going issue of drink driving among young adults in the UK, the campaign is targeted at 18-24 year olds looking to enjoy the various sporting events this summer in pubs, bars and at friends’ houses.
The summer anti-drink driving campaign uses digital and social media to reach the target audience of 18-24 year old young adults. The advertising creative will be placed on Facebook, Spotify, w00t!, network sites and mobile applications. This social media campaign will be highly targeted with the advertisement appearing online during key usage periods when young adults are most likely to be socialising, from Thursday to Saturday between 6-11pm. The AA will also place the creative in its monthly members’ magazine throughout the summer, which reaches a further 1 million people each month. The campaign is expected to reach at least 64% of all 18-24 year olds.
The on-going partnership between one of the largest premium wines and spirits suppliers in the UK and the UK’s biggest motoring organisation has run since Christmas 2010.