Case Study: ab+c Creative Intelligence helps the Delaware Office of Highway Safety get intoxicated drivers home safely with Trumpia

ab+c Creative Intelligence uses mobile keywords to help the Delaware Office of Highway Safety get drunk drivers home safe

ab+c Creative Intelligence worked with the Delaware Office of Highway Safety to reduce drunk driving by creating a simple, text-based program that anyone could use. The challenge was to find a potentially viral, broadly accessible way to deter impaired drivers and give them an easy alternative to driving—recognizing many people don’t have smartphones or barcode scanners.

The agency ran two Trumpia-powered SMS keyword campaigns: texting CHECKPOINT to a short code sent an automated weekly list of DUI checkpoints, and texting TAXI returned a link to local cab services. Promoted via radio, TV, bar posters and coasters, the program drove strong engagement—more than 2,000 subscribers (and growing), frequent forwarding among users, and a database of names and numbers for future outreach.

ab+c Creative Intelligence

Scott Bille

Marketing/Interactive Director