Context :

Raise awareness among the 16-25 age group of the dangers of drunk driving via a free and interactive mobile service.

Objectives :

Generate traffic from carriers' portals to deliver as many prevention messages as possible.

Campaign :

Creation of the "Zerotracas.com" / MMA mobile Internet site - 100% dedicated to preventing traffic hazards with information files covering a wide range of subjects, a free "Drinking and Driving" blood-alcohol level test and a competition involving electronic breathalyzer tests and a chance to win a free driving course.

A comprehensive package to support the launch of the blood-alcohol level test with a three-week media campaign on operators' portals (banners and keywords).

An Orange WAP Push campaign targeting young drivers during student nights.

A mainstream three-month campaign on Orange World aimed at encouraging young drivers to test their blood-alcohol level before climbing behind the wheel.

Results :

More than 700,000 ad views in two weeks,

6% click-through rate,

Traffic increased tenfold throughout the campaign.

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