Absolut creates song and dance over Uber journeys home

By Stuart Stone contact

- Last updated on GMT

Safe journey: the Uber Karaoke campaign focuses on the fun side of travelling home at night
Safe journey: the Uber Karaoke campaign focuses on the fun side of travelling home at night
In a video campaign fronted by Absolut Vodka, brand owner Pernod Ricard UK has teamed up with taxi service Uber to take a different tune in its annual anti-drink-driving campaign by introducing Uber Karaoke.

Pernod Ricard UK brand Absolut vodka has joined forces with taxi service company Uber to produce a short video on making safe journeys home this Christmas, which can be seen on social media throughout the festive period.

The video titled Enjoy your journey home this Christmas. Don’t drink and drive​ showcases joyful groups of friends and family being picked up and surprised at what they find in an Absolut-branded ‘Uber Karaoke’ car.

The campaign takes the rapid rise of cab-crooning to extremes by placing a karaoke machine, disco ball, Christmas lights and props in the back of several taxis – all of which are put to good use by festive revellers on their journeys home.

Pernod Ricard UK head of marketing Toni Ingram said: “We remain committed to changing behaviour and promoting the importance of responsible drinking.

“Our position is clear: if you have a drink, don’t drive. We know under-30s are at greatest risk of drink-driving and we know digital media is the best way of engaging them, so we’ve devised a fun social campaign they can relate to in order to divert away from drink-driving and instead highlight how much fun journeys home should be.”

The short film will target 18 to 44-year-olds but will have a particular focus on those aged under 30 – who are perceived to be most at risk on Britain’s roads – through social media campaigns on Facebook and Instagram.

Absolut teamed up with creative agency BBH for the campaign, which continues the agency’s work on the brand’s Create a Better Tomorrow, Tonight​ campaign. 

Related topics: Health & safety, Marketing

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