As a key technical partner to True advertising agency, RUSH was approached to help combine great insight with our latest conversational technology and produce a unique customer experience to become the world’s first drink driving campaign that would send night-outers messages from their sober selves.
The great insight is that we promise ourselves we’ll “only have a couple drinks tonight” … and “get home at a decent time”. But then life gets in the way and all our good intentions go out the window.
How might we build a way to talk ourselves out of that behaviour during our night out?
Working closely with True and their client, mapping out the experience of a night out and how we foresaw our audience engaging with our offering, we found that once our audience made up their decision to go out, our chance to engage with them and then influence their decision making was very low so we had to get to them early, on their mobile.
Using these insights, we designed and refined how we envisioned the experience and began developing our platform in fortnightly sprints to bring to life the Sober self chatbot experience now driving responsible drinking across our user base.
Once our ‘night outer’ chose to leave on time, a simple click within Messenger would help them get home by taking them straight to their Uber account and giving them a discounted ride home. On top of getting you home safe and sound our Sober Self bot also encourages you to make sure you are keeping up responsible drinking habits such as keeping hydrated, eating food and looking after your mates.
Working with great creative thinkers who blend stunning insight combined with the latest technology drove huge success and broke category conventions in many ways. In doing so our Sober Self Bot changed the behaviour of 3,900 young adults, getting them home safely – making their night out one to remember.