As an extension of its four-year-old social responsibility campaign “Deflate the Elephant,” Ontario’s liquor retailer LCBO has partnered with Kia for the “Speak Up and Win” promotion, inviting Ontarians to speak up against impaired driving for the chance to win the use of a 2014 Kia Rondo for one year.
The LCBO approached Kia (both longtime partners of MADD Canada) with the idea of a contest to encourage and promote responsible hosting, said John Pace, vice-president and director of client services at One Advertising, the LCBO’s social responsibility business agency of record..
The LCBO has also released a new “Deflate the Elephant” 30-second TV spot that began airing on Dec. 1. According to Pace, the goal is to get hosts thinking about accountability earlier in the planning process.
“We’re taking a 360 -degree responsible hosting approach. Our message has been about getting the host to stop a guest from drinking and driving the moment it happens. We wanted to cement responsibility sooner in the planning process, specifically about how people are going to get home.”
Other elements of the integrated campaign include banner ads, English and French print ads in the holiday issue of LCBO’s Food & Drink magazine, a dedicated Facebook page and a website . A new feature called “The Podium” has been added to the site, which invites people to share their ideas on entertaining and how to prevent impaired driving.
Creative for “Speak Up and Win” is appearing in LCBO stores throughout December on point-of-sale screens, shelves, shopping carts, checkout counters and parking lot signs. Kia is also promoting the contest at various dealerships across the province.
Developed by One (formally Due North Communications), the $1.4 million “Deflate the Elephant” campaign was first launched in December 2009. The “Speak Up and Win” promotion launched Dec. 1 and will run until Jan. 4.