The Mumbai Traffic Police printed coasters using a special invisible red ink which spreads only when wet--for example, when a drink is placed on them.
The Mumbai Traffic Police placed these coasters at tables and bar counters in the city. Any customer using them as a coaster is then instantly reminded of the horrific consequences of drinking and driving.
Implications - To make drunk driving campaigns stand out, marketers must push the creative envelope in a way that won't feel preachy to drinkers. By using printed coasters that change color and mimic blood when they're wet, the Mumbai Traffic Police reinforced the deadly consequences of drunk driving in a pervasive way.
Key Themes Behind This Trend
- Interactive Coasters
- The use of coasters with special ink that reacts when wet creates interactive and engaging experiences for consumers.
- Invisible Ink Marketing
- Brands can leverage invisible ink technologies to surprise and captivate their target audience in unique and memorable ways.
- Behavioral Reminder Advertising
- Creating visual cues that remind individuals of the potential consequences of their actions can help in promoting responsible behavior.
Where This Applies
- Hospitality
- Hotels, restaurants, and bars can use interactive coasters to enhance customer experiences and promote responsible drinking.
- Marketing and Advertising
- Invisible ink marketing opens up new opportunities for creative and engaging campaigns that leave a lasting impression on consumers.
- Law Enforcement
- Law enforcement agencies can leverage innovative advertising methods, such as behavioral reminder coasters, to raise awareness about important social issues.
