With a solid retail footprint and more than 500 stores across southern Africa, TOPS at SPAR is known for its edgy marketing and advertising campaigns. 
The launch of a new social network, DRYVER, that will be a “push of a button” away for those who’ve had one too many. The app is a South African first, and once again puts TOPS at SPAR at the forefront of innovation in its sector.
With new liquor legislation imminent, TOPS at SPAR has taken the lead in addressing the issue of drinking and driving – not with shock tactics, but with a proactive solution. The severely restricting laws will call for a total ban on liquor advertising in the traditional media, prohibit sports sponsorships and outlaw a range of other promotional activities involving liquor.
“We aim to affect positive change…immediately and in the future,” says TOPS at SPAR Group liquor manager, Mark Robinson.
“We know the effects of drinking and driving and we want to give our customers a solution, making them aware that they have a choice to be responsible.
“Drinking and driving is a serious issue in our country and we feel strongly about playing our part in finding solutions to the problem. By delivering our message in a practical, fun way, that includes a call to action, we believe we are taking our responsibility seriously.”
The DRYVER mobile app is “tipsy friendly” and simple to use. By creating a mobile community network of friends from one’s existing phone contacts, help or a lift home can be arranged, at any time users feel they have consumed too much alcohol.
Users can set their status to “DRYVING” or “DRINKING”. Friends can view one another’s statuses and connect with each other before they set out for a social occasion, or use DRYVER when they’re already out and about.
In addition, designated drivers can be agreed on in advance and this can be communicated to the DRYVER Friends List.
A clever feature of the DRYVER app is the “rescue me” option, which can be activated if users are feeling a little too tipsy to contact a friend directly.
DRYVER will send out an SOS message with their current location to all the active DRYVERS on their list.
If all else fails, the DRYVER taxi service tab will enable the user to find a taxi in the area, ensuring a safe trip home.
The dryver.mobi. app is paired with networking and geo-location technology, and is available for Apple, Android, Windows and Blackberry smartphones.