Direct Line
Project: The Brush-a-lyser
Freshening up the drink driving conversation
As one of the UK’s leading insurers, Direct Line is on a mission to make the nation’s roads safer. We created the world’s first breathalyer toothbrush, to deter people from driving the morning after consuming alcohol.
01The Context
With drink driving convictions at their highest rate since 2009 and 25% of British adults admitting to driving the morning after a night out despite feeling under the influence of alcohol, something needed to be done to deter people from taking to the roads in the morning after consuming alcohol.
02The Move
To change consumer attitudes and behaviours we needed to take a completely different approach. We took the item most synonymous with freshening up the morning after and made it a totem for our intentions. Introducing The Brushalyser, world’s first breathalyser toothbrush.
03The Action
Our game-changing new concept was designed to freshen up the drink driving conversation and make people think twice before driving the morning after a night out. After brushing, users blow into the breathalyser on the back of the fully working prototype; the light flashes red and vibrates if over the limit, and glows green if it’s safe to drive. Then we launched a full-scale media outreach programme and enlisted spokespeople to build upon our earned narrative.
04The Impact
The Brushalyser got the nation talking, with widespread coverage across nationals and broadcast on launch day, followed by further spokespeople interviews and case study placements to sustain conversation.
Discover more valuable ideas
Let’s talk
Ready to make an impact? Build something brave? Let’s do it together.
Fields with * are required.