Case study: Diageo ‘Guardian Angel’ app offers drink drive alternatives

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This smart piece of marketing by Diageo encouraged Colombians to download a ‘guardian angel app’, offering discounted alternatives to drink driving home. In a country where drinking and driving is almost a habit, Wunderman Colombia had to come up with an idea that would encourage people to enjoy their drinks in a responsible way. The app offered alternatives to driving home such as chauffeur services, taxis and discounted nearby parking spots. In just 10 days, Diageo gained more than 35,000 new Facebook followers and the app was downloaded 3,162 times- reaching the top 30 apps on Apple.

Diageo Angel guardian - REF Amiga from Buuu Studio on Vimeo.

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Brand: Diageo | Sector: Food and Beverages | Objective: build brand engagement | Format: Mobile, apps | Agency: Wunderman Colombia | Country: Colombia


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