In France, almost a quarter of fatal nighttime road accidents occur between 2 and 6 a.m. Drinking and driving is, unsurprisingly, one of the most common risky behaviors. Faced with this observation, Matmut, insurer of around 3 million vehicles in France, called on the Saatchi & Saatchi agency for the second season of its “Promise Codes” campaign. As Halloween approaches, the objective is to raise awareness among young people of the various road risks they may face, particularly under the influence of alcohol. The concept of this campaign is simple: transform evening promises into Uber vouchers. €15 will be offered to those who respect the most important commitment there is: not to drive, and return safely after their evening.
This campaign will be deployed from October 23 to 31 digitally. In order to reach young people, 2,500 Uber Promise Codes will be distributed via activation on the Matmut Instagram account, and through a re-sharing system on Snapchat, TikTok and Facebook. At the same time, a print campaign will also be visible on 1,002 JCDecaux faces and in DOOH on 2,262 screens in festive venues in major French cities, but also on ultra-tactical media in bars and nightclubs. Young people will be able to flash QR codes in order to receive their Promise Codes. All accompanied by a very eloquent and impactful sentence: “Even if you’re scary at the end of the evening, you won’t be scary when you come home.”
