We created the big social campaign for Martini ROAR FOR LIFE to support for responsible driving. ROAR FOR LIFE became the great race to save millions of lives.

Exhilarating. Engaging. Powerful.

MARTINI collaborates with the most responsible drivers of all time from the Williams Martini Racing Team, who announced the international campaign against irresponsible drivers to promote DON’T DRINK AND DRIVE social mission.

People were invited to make a video of themselves roaring like a racing car, share it in social media with the special hashtag or on roarforlife.info website, and nominate their friends. Social campaign became really social.

The results announced before the start of the Russian F1 GP in Sochi during the VIP party at the Terrazza MARTINI.

RUSSIAN MEDIA:

Launch – Publications 152 – OTS 335 927 625

Due to quality of guests (TV channel Friday, Muz TV, autodni.ru and other media representatives) who came to launch event we could manage to have publications in TOP Russian media and overachieve OTS targets.

Ongoing support – Publications 267 –

OTS 176 955 380

Proactive work with media, interview with hosts of the project and fund Zhivoy, partnership with TV Rain, Playboy and championat.com, organization of the special projects gave a chance to get impressive numbers of publications

Final event – Publications 312 –

OTS 144 797 383

Due to invitation of top media and celebrities in Sochi on reveal event we had guaranteed publications with good coverage.

TOTAL NUMBERS:

RU – 731– OTS 648 680 388

UA – 136 – 11 940 327

KZ – 107 – 24 086 130

PL – 136 – 101 355 830

The campaign lasted for 100 days in 4 countries. Trendy, popular and relevant to the campaign media have been supporting the campaign from the launch till the reveal.

Tier1: Over 218k roars were recorded across Eastern Europe, it means that 218k people paid attention to the responsible drawing and attack the attention of the other people. Only at Woodstock Rock Festival in Poland 6k people roared instantaneously.

Tier 2: 1,100 publications in 4 countries were made with over 786,062,675 media impressions.

Tier 3: At the final event in Sochi during Formula 1, brand MARTINI donated the 120k dollars to support activities to promote responsible driving of local non-profit organizations in Russia, Poland, Ukraine and Kazakhstan. Total PR Value - 946 636 USD.