The youth of Bahrain have a fancy for Bluetooth. And use it as a tool to make new friends and socialize in clubs and popular hangouts. They planted Bluetooth transmitters at the exits of all 7 Leisures venues. These transmitters sent a animated message to all mobile phones within 30 ft. Diameter telling them – Don’t take a chance, take a taxi. Their message reached their target adience at the right time and place, when they were about to take the decision to drive back home. The message was extremely effective. Within 2 weeks there was an increase in the number of Radio Taxis being called on weekends after parties.
Agency: Agency: JWT, Bahrain.