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The campaign was supported by an unforgettable television advert featuring the vivacious Helen Mirren and a BTL communications plan which featured in both wholesale and on-trade channels across the country.
The campaign resulted in over 2,000 consumers getting home safely on Christmas Eve using their free Uber, 1,000 on-trade POCM kits implemented nationwide and nearly 7,000 car key fobs distributed by brand ambassadors to drive awareness.