RYMCO / Nissan's new line of brands (Juke and Sentra) is designed to target the young generation. Nissan wanted its brands to talk to the target using their own language. This is why, the creative execution brought the brand physically closer to the target, engaging with them on a personal level, online and offline, in their favorite hangout zones.

The initiative made the young crowd become heroes, by allowing them to suggest an arrest and save their drunk driving friends' lives. The lack of road safety regulations and negligence by the authorities made the creative execution original and surprisingly bold.

The topic ran on all major social network channels, tweeted and discussed by thousands reaching countries as far as England and India, with our app receiving countless suggests! We busted 30 suspects in various locations in less than 4 weeks, at the same time creating an on ground engagement with over 3000 of the Lebanese youth! The videos also gathered a staggering 15,000 views, and still counting!

The issue was raised on national TV and radio, gaining pages and episodes of earned media worth $272,000 and a total reach of 1,023,556 individuals and a matching online outreach number.