Ghost Chips

The Broblem

Drink Driving is a big problem in New Zealand, particularly with young Maori fellas. And it’s even a bigger problem trying to tell them anything. Whenever they see a typical drink driving ad full of dead people, they switch off. Well, that was until Ghost Chips came along.

The Solution

‘Ghost Chips’ was pretty revolutionary. Instead of the usual, ‘Drink and Drive, you’re a bloody idiot’ approach, we went for the opposite approach: ‘Don’t Drink and Drive, Legend!!!’

Instead of trying to emulate cool, contemporary rangatahi culture, we created our own fictitious East Coast surf vibe to give it a unique, aspirational feel.

And boy, did it work…..

With no paid digital media, PR, or viral seeding, it leveraged a powerful story that was designed to start conversations with our online audience

Knowing our target audience were active social media participants, we laced the content with potential catchphrases and mashability.

We launched on TV, and then simply placed the content on YouTube. It was up to the audience to find, and then share amongst their social media peers.

And boy, did they do that!