Kakao: Redceipt

The heavy episodic drinking rate of Korea stays twice as high as the OECD average, and the average of 400 drinking under the influence(DUI) cases are reported daily. As such, drunk driving remains as one of the gravest social issues in Korea. Cheil Worldwide Seoul came up with the idea of red receipt signaling the danger of drunk driving. Kakao is a mobile app service used by 97% of smartphone users in Korea. When the payment is made via KakaoPay, payment data is analyzed real-time through the POS(point-of-sale) system, which is capable of Accurate Targeting. Red receipts including a warning message about drunk driving and button for calling a designated driver will be issued to customers who consumed alcohol. With one piece of red receipt - a preemptive measure that prevents drunk driving during those few minutes between finishing the drinks and getting behind the wheel - the situation that could have led to drunk driving ends with a safe trip home.