The Designated Driver consisted of a 360° platform developed to establish a responsible drinking habit among Johnnie Walker consumers in a very entertaining and engaging way: exploring the sophistication and thrills provided by the Formula 1 circus. For example: in the streets a blitz done with safety cars spread the concept around selected establishments. On the Internet a promotion invited people to tell how they would choose the Designated Driver among their friends. In the Brazilian GP, promotion winners enjoyed the race in an exclusive grandstand and some of them joined the Charity Drive inside a Ferrari!

More than 55,000 people, including opinion makers and trendsetters were impacted by the actions at bars, events and at the Brazilian Grand Prix. Each online promotion message was sent to an average of 9 different people, a true viral marketing effort. The pre-race party was packed with celebrities, former F1 drivers; McLaren driver, Juan Pablo Montoya, were there reinforcing the importance of the Designated Driver concept. Specialized press, like Vogue, took the event to a broader and selected audience. At raceday more than 500 promotion winners joined an unforgettable experience to watch the race from a unique spot.