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Cheers & Uber – MBM New Zealand

Creating a Mobile Messenger Bot to tackle NZ's binge-drinking culture



We needed to remind young Kiwis to eat, drink water, pace themselves and plan their way of getting home. But young Kiwis aren’t ‘planners’. To convince our audience to change their mindset around planning, we had a real-time conversation with them during their night out.

We developed a Facebook Messenger Bot that would send night-outers a message from their sober selves. Messages encouraged them to drink responsibly throughout the night and then alerted them when it was time to head off. A time that their sober self had set them. The Sober Self Bot incentivised leaving with a 25% Uber discount that only lasted one hour!


We delivered over 157,000 interactions with the bot, made up of 14,000 unique users and a 60% redemption rate of the uber discount code.

Beacon Awards: Gold - Best Creative Media Idea

Beacon Awards: Gold - Best Use Of Mobile

Beacon Awards: Silver- Best Use Of Technology

Featured at the United Nations exhibition in New York by the International Alliance for Responsible Drinking (IARD) as a world class example of ‘Changing Attitudes’


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