Dial Direct pays homage to Buzzfeed with designated driver site

This is pretty clever. Insurance company Dial Direct has created a Buzzfeed-style site to promote its new designated driver product.

The site, which has been given the name BuzzedFeed, includes a collection of drunk texts as well as audio ads that tie in to the campaign.

“We all do ridiculous things when we are drunk,” the site’s about section says, “Buzzedfeed is a collection of our drunk selves at their worst”.

The Designated Driver Assist programme can be added to a number of existing Dial Direct products for around R20 a month. That gives you access to two designated driver trips a month and will see the company will dispatch two drivers to pick you up, ensuring that both you and your car get home safe.

While the campaign makes good sense from a safety point of view, it also makes a lot of sense for Dial Direct to get a lot of people using the service. After all, the fewer clients it has driving drunk, the less likely they are to drive drunk and have accidents it would have to pay out for.