Alcohol and driving definitely don’t mix, but those most in need of having their keys taken away are the worst judges of how much they've had to drink. As part of an anti-drink/drive campaign by Singapore’s Zouk nightclub, DDB Group Singapore developed the Pee Analyzer: a system fitted to urinals that tests patrons’ alcohol levels every time they take a trip to the bathroom.
Singapore sees 2141 cases of drunk driving a year, some fatal. Zouk called upon DDB Group Singapore to devise a campaign to reduce drunk driving by catching those over the limit before they get behind the wheel in a way that was “relevant and impactful.” The result was the Pee Analyzer.
The Analyzer is a series of bespoke urine testing devices that can reset instantly for consecutive readings from multiple patrons. These devices are paired with an RFID reader and when patrons park their car, they exchange their car keys for parking cards containing RFID tags. These tags can then be used to identify the patrons and record their alcohol levels.
If a patron is above the legal limit while contemplating the wall, the system notes the RFID tag and, in keeping with a nightclub atmosphere, a bright message is flashed above the urinal suggesting that the patron take advantage of the club’s drive home program or call a cab. Another RFID reader at the valet station flashes similar warnings when the patron presents their parking cards so the valets can make the same suggestion for a ride or cab.
The results of the campaign saw 573 drivers warned in two weeks. Of these, 342 used the drive home service or called a cab.
According to DDB Singapore, “Anti-drink driving awareness advertisements have almost become blind spots. Our solution took anti drink-driving messaging to a new level. By identifying drivers, testing their urine for alcohol content with a custom-designed device in urinals and discouraging them from driving drunk. All at a place they least expected. Bars.”
The system is far from perfect. Obviously, it doesn't help the female patrons who might be driving and it presumes that the driver will have the parking card on him, so there could be a logistical gap, but hat's off to this innovative approach to tackling this wide spread problem.
The Pee Analyzer promotional campaign was shortlisted for the 2013 Cannes Lions Award.
The DBB video below runs us through the Pee Analyzer campaign.
Sources: DDB Group Singapore, Cannes Lions via PSFK
