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LCBO Expands Deflate the Elephant Promotion, Offers Free Cab Rides During Holiday Season

Remember the LCBO campaign “Deflate the Elephant,” which we’ve covered in the past?  Well it looks like the LCBO is bringing the successful promotion back for the holiday season.  You might have already noticed elephants on the road, well not really but every Saturday night in December, from December 8th onward, between 9 p.m. and 2 a.m., a select number of “Deflate the Elephant” cabs will ‘herd’ around city cores in Toronto, Hamilton and Ottawa.  If an elephant cab is spotted, passengers will receive a free cab ride up to $10 in value.

“The medium is the message,” says Bill Kennedy, Executive Director, Corporate Communications, LCBO. “Select cabs which offer the $10 discount feature a deflated 3D elephant stuffed into a cab’s roof topper. This mirrors the TV and print ads which show an elephant inflating in a room when people ignore those drinking who plan on driving.  The elephant in the room is only deflated when people speak up.”

This campaign extends upon the 2012 integrated campaign for “Deflate the Elephant”, the LCBO’s current social responsibility campaign which launched in 2009. One Advertising has once again helped to create this unique campaign incorporating the elephant who’s there to remind people to have the courage to speak up to help stop a friend or family member from drinking and driving.

The key campaign message is:  Drinking and driving should never be the elephant in the room. Speak up. You could save a life.  The message will also be delivered through integrated advertising on cabs (interior head-rest advertising and exterior magnetic posters on cabs), geo-targeted online display advertising, premium Facebook ads, messaging to the existing Facebook “Deflate the Elephant” community and in all 628 LCBO stores, including checkout screens and counters, posters and shelf signs. Ads will direct people to the “Deflate the Elephant” website.

Advertising Agency: One Advertising

Media Planning and Buying:  ZenithOptimedia