This impressive statistic builds on the success of last year’s ‘They’d Love To Meet You” campaign which saw “Papa wag vir jou” become a part of popular South African culture.

Actual statistics of the ’Who’s Driving You Home Tonight?’ campaign include:
- 120 media articles across newspaper, magazines, TV, radio and blogs were generated;
- The TVC was spread across social media with more than 165 000 views
- 13 963 views of the ‘Who’s Driving You Home Tonight?’ viral on thunda.com
- 32 376 views on YouTube
- The original Facebook target set was 3 500 likes, and the actual likes at the end of June had reached 6 149, resulting in a massive R50 000 donation by brandhouse to South Africans Against Drunk Driving (SADD), who were chosen as the campaign’s charity recipient should Facebook likes hit their target
- The campaign generated R12 591 282.61 in earned media over the four months of its duration.

The hard-hitting television commercial saw FoxP2 collaborating with legendary South African band, the Springbok Nude Girls, to create a darker version of their iconic Daddy’s Little Blue Eyes to complement Giant director, Robin Goode’s gritty visuals. Once again, the commercial featured real-life ex-cons to deliver the uncompromising authenticity needed to dramatise the very real dangers facing drivers when they drink and drive in South Africa. The print campaign shot by internationally awarded photographer Sash Waldman featured the same characters as the TV and together with radio, online and club activations, helped spark a much-needed, and at times quite heated, debate about drinking and driving in South Africa.