To develop a creative solution to target a hard to reach audience, across multiple channels and territories on the subject of responsible drinking. The creative needed to inform and encourage people to consider the level of alcohol units they consume, without being preachy and deterring them from viewing and sharing.
The key target audience was 18–24 year olds. We created a branded Twitter account, and YouTube channel to house the films. They were seeded out across European markets via bloggers and relevant websites. A variety of global press and publication platforms also featured articles and links to the campaign. The film was shown across all 88 NUS campuses during September as well digital screens in clubs, pubs and bars.
MEASURES OF IMPACT AND EFFECTIVENESS
Within 1 month views exceeded 1 million. Featured in press globally; Campaign’s “Ad of the day” and most popular on YouTube. Evaluation showed 3/4 people would tell friends and 2/3 would share. It achieved PR reach of 286,318,521 and 1,183,556 total YouTube views