Situation Analysis
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Smirnoff, Johnnie Walker, Guinness, Baileys, J&B, Captain Morgan, Cuervo, Tanqueray and wines from Beaulieu Vineyard and Sterling Vineyards.

Diageo Korea was seeking a campaign to underpin its commitment to Korea and further establish its leadership in the industry.

Strategy & Implementation
The campaign devised by Burson-Marsteller was aimed at helping to redefine Korea's drinking culture for its younger generation, promoting healthier living and more responsible fun, while supporting the government in its efforts to eradicate drink driving.

Burson-Marsteller took a positive approach in designing the Cool Driver Campaign, avoiding the hard-nosed didacticism used in most drink-driving campaigns. To maximize the campaign's visibility, Burson-Marsteller recruited Mr. Yeon Jung Hoon, an actor who was popular among young professionals in Korea, to act as a spokesperson at the launch of the campaign. By seeking cooperation from and building relationships with government ministries and offices, NGO's and other groups, Burson-Marsteller was able to extend the campaign's reach and visibility.

Results
The campaign saw major coverage in print and broadcast media. During the pilot phase of the campaign, 13,000 people pledged to participate and Diageo decided to expand the movement nationwide.