There’s some extra trunk space in taxis in three Ontario cities this month.
As an extension of its three-year-old social responsibility campaign “Deflate the elephant,” the LCBO has introduced specially marked cabs designed to discourage people from drinking and driving during the festive season.
Developed by One Advertising, the initiative began Dec. 8 and runs from 9 p.m. to 2 a.m. each Saturday in December. It features nine specially marked cabs with what looks like a deflated elephant stuffed inside the rooftop ad unit cruising through the city core in Toronto, Hamilton and Ottawa. People hailing the cabs can get a free cab ride up to $10.
“We wanted to truly bring the message to life using the medium itself,” said John Pace, vice-president group account director for One Advertising in Toronto. “Because one of the solutions is taking a cab, there’s a very nice connection there. It allows us to leverage that and use it as an incentive.”
The agency worked with the Toronto cab company Co-Op Cabs, along with Blue Line Taxi in Hamilton and Ottawa, to create the elephants on the road. Pace said the companies all achieved their quota of 35 fares per cab (based on an estimate of seven fares per hour) during the campaign’s first day.
The anti-drinking and driving message is also being amplified via magnetic posters on the exterior of the cabs, as well as interior head-rest advertising, online display and targeted advertising to the existing Facebook “Deflate the elephant” community, which boats more than 38,000 likes.
The LCBO has also revamped its “Speak up” app with a new game that challenges partygoers who think they’re okay to drive to navigate the Deflate the Elephant mascot out of the house before it inflates.
As people take the challenge, inevitably bumping into walls, they are exposed to messages such as “Look out! Avoid any strenuous activities–people are more prone to accidents while drinking.”
Pace said “Deflate the Elephant” is becoming an “ownable” platform for the LCBO, with research indicating strong recognition and positive sentiment for the initiative via social media channels. “There’s a lot of great chatter about the movement, and people are latching on to it,” said Pace.
