The amount of car accidents caused by people falling asleep is a worldwide problem. Drivers listen to the radio to stay awake. Sobe Adrenaline Rush Energy Drink aired these radio spots on all major radio stations from 1 am to 5am. Through this radio campaign, Sobe Adrenaline Rush Energy Drink proved once again that it keeps you awake when you needed the most.

Using the insight that drivers listen to the radio to stay awake, the media team bought radio slots (on all major radio stations) from 1 am to 5 am, the hours when accidents caused by sleepy drivers happen the most. The radio spots had extremely loud noises to wake up sleepy drivers. Sobe used the screams of different alarms to the loud sounds of jungle animals, to make sure drivers didn’t fall asleep at the wheel.

It solidified Sobe Adrenaline Rush Energy Drink’s promise that it keeps you awake when you need it the most.