Pernod’s Uber Karaoke campaign takes aim at drink driving

Pernod Ricard UK has launched its annual anti-drink driving campaign in the run up to Christmas, this year partnering with Uber.

‘Uber Karaoke’ aims to raise awareness about drink driving

The Uber Karaoke campaign encourages revellers not to drink and drive over the festive period by celebrating “one of the best moments of a night out” – the journey home.

Absolut vodka is fronting the digital campaign and has partnered with taxi app Uber to target those most at risk of driving under the influence of alcohol.

Toni Ingram, head of marketing at Pernod Ricard UK, 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-30’s 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.”

A short campaign video (below) has been supported by Uber and aims to encourage people to have a safe journey home. It will be released across social media throughout the festive period.

The video, entitled ‘Enjoy your journey home this Christmas. Don’t drink and drive’, captures joyful groups of friends and family being picked up and surprised by what they find in an Absolut-branded ‘Uber Karaoke’. The film will target 18-44-year-olds on Facebook and Instagram.

Earlier this year, the Swedish vodka brand teamed up with Rita Ora to campaign for more acceptance in song.