BOTTLE BANK by Advico Y&R Zurich for Blaues Kreuz

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BOTTLE BANK

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Industry Against alcohol
Media Direct marketing
Market Switzerland
Agency Advico Y&R Zurich
Executive Creative Director Philipp Skrabal
Creative Director Dominik Oberwiler
Copywriter Andi Portmann
Account Supervisor Daniela Britt
Typographer Laurie Morard
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: BLAUES KREUZ (BLUE CROSS)
Product/Service: ALCOHOLISM PREVENTION INITIATIVE
Agency: ADVICO Y&R
Date of First Appearance: Nov 9 2009 12:00AM
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Executive Creative Director: Philipp Skrabal (Advico Y&R Switzerland)
Creative Director: Dominik Oberwiler (Advico Y&R Switzerland)
Copywriter: Andi Portmann (Advico Y&R Switzerland)
Typographer: Laurie Morard (Advico Y&R Switzerland)
Account Supervisor: Daniela Britt (Advico Y&R Switzerland)
Production: Uwe Gartmann (Futurecom Y&R Switzerland)
Media placement: Ambient-action with special MP3-players and stickers, reports on news broadcasts - Recycling container for glass, reported repeatedly in the hourly TeleZuri news b - 31 October 2009

Describe the brief/objective of the direct campaign.
Blaues Kreuz Zurich offers simple and discrete information and services to alcoholics on their website. However, since it is typical for alcoholics to deny that they have a problem, these services are not always easy to communicate. In order to overcome these psychological barriers with a minimal communication budget, we wanted to speak the people where they are confronted with their own drinking: at the recycling containers in which bottles are thrown away. The unusual location at which the target group is addressed should additionally stir up interest among TV stations, reaching an even wider public through PR.

Explain why the creative execution was relevant to the product or service.
The addressing of the target group takes place where one must inevitably deal with his or her own drinking: if one has a lot of alcohol bottles to throw away, one will have difficulty defying the message of Blaues Kreuz Zurich. Rather, one tends to be ready to look at the website’s services. In addition, the action was so unusual that a TV station became interested in it and so Blaues Kreuz Zurich, with its small budget, was able to reach the general public.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We built special MP3-players which were equipped with a noise sensor and then mounted them inside the containers. As soon as someone throws in a bottle, the voice of a drunken person could be heard from within the container. A sticker on the container points out that alcohol can become a prison to anyone and invites you to visit the website of Blaues Kreuz Zurich. We showed the reaction of the astounded people by using a hidden camera and passed the footage on to a Zurich TV station. In the end, they reported on the action in their own news broadcast.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The action took place in the city of Zurich. The PR goal was to reach a wide public. A Zurich TV station reported on the action, reaching approximately 390,000 viewers in the target area, which amounts to nearly 20 percent of the population and would require a media budget of about 180,000 Swiss francs if done with classic TV advertising. As a result considerably more people were interested in the services offered on Blaues Kreuz Zurich’s website: The click-rate rose 8.1 percent.