BOOZEFILTER by Edelman Deportivo Stockholm for Iq

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BOOZEFILTER

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Industry Against alcohol
Media Promo & PR, Case study
Market Sweden
Agency Edelman Deportivo Stockholm
Creative Director Stefan Ronge
Art Director Tomas Måsviken
Released August 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: IQ
Product/Service: ALCOHOL CONSUMPTION AWARENESS
Creative Director: Stefan Ronge (Deportivo)
Account Manager: Mats Mehlberg (Deportivo)
Chief Executive Officer: Ann-Therése Enarsson
Web Director: Anders Hallen (Deportivo)
PR Consultant: Mattias Ronge (Deportivo)
Art Director: Tomas Måsviken (Deportivo)
Production Manager: Diana Backelin (Deportivo)
Backend Developer: Fredrik Davidsson (Teknograd)
Frontend, Game Developer: Tobias Sjösten (Kollegorna)
Media placement: Press Release - Aftonbladet, Expressen, Metro, Göteborgs-Posten, Svenska Dagbladet, SVT Gomorron - 2 November 2010
Media placement: Blogs - Feber.se, Blogg.tkj.se, Kulturbloggen.com, Teknoblogg.com, Djungeltrumman.se - 2 November 2010
Media placement: Twitter User - Http://twitter.com/#!/deeped, Http://twitter.com/#!/feber,http://twitter.com/#!/ - 2 November 2010

Summary of the Campaign
Our client IQ works to encourage a smarter approach to alcohol, with the main focus on young adults. Their aim with the campaign was to reach young adults and put some focus on alcohol consumption and use of social media.

First we did a survey and found out that a lot of young adults really post stuff on the Internet while under the influence. We used this information for gaining interest from journalists and bloggers when launching the campaign.

We invented the world’s first sobriety test for social media, www.fyllefilter.se (English version:http://www.boozefilter.com/). On the website we provided a handful of randomly selected, easy to start, hard to pass, fun to do-tests, to find out whether you are sober enough to post on Facebook.

If you passed the test, the posting on your Facebook wall was tagged as "boozefiltered" and if not passed, the posting was tagged with a warning "the content of this post is not booze-filtered". The sobriety test spread exceptionally fast amongst the target group and got lots of media coverage. It also showed a big effect on young adult's behaviour and awareness.

The Situation
IQ (www.iq.se) is a subsidiary of Systembolaget, the Swedish Alcohol Retail Monopoly. IQ works to encourage a smarter approach to alcohol, by stimulating change in attitudes and behaviour in order to reduce the negative aspects of drinking.

IQ’s main problem is to reach young people with something as boring as raising awareness about alcohol, with the risk of sounding like an annoying parent or teacher.

IQ gave us a challenging task: Get young adults to reflect on alcohol consumption and the use of social media, with a completely new approach.

The Goal
Our aim was to:
- Engage young adults and get them to spread the message themselves.
- Get media coverage about alcohol consumption and social media.
- Use a sense of humour to make young people reflect on alcohol and social media.

With no budget for traditional advertising, the aim was using the strength of the idea (the boozefilter) to reach out to the target group in non-paid channels, such as Twitter, Facebook and traditional media.

Related research: 45 percent of young adults admitted that they updated their Facebook accounts after consuming alcohol. 63 percent claimed that their friends posted stuff whilst drunk.

The Strategy

Why would young people want to reflect on their drinking habits? Well, we started with why they wouldn’t: Alcohol addiction seems far away, the liver still feels strong and healthy, and young adults don´t want anyone telling them what to do.

So what was left for us to work with?
Young people’s fear of making a fool of themselves.

The reasoning for this campaign went: When you are drunk, you are more likely to make a fool of yourself, and when you use social media, there are many witnesses. And what´s worse: Nobody stops you from posting stuff on your wall or on Twitter when you are under the influence.

But what if someone did stop you from posting under the influence? Like a boozefilter on the Internet which is where young adults hang out anyway. Yeah, let´s do that.

Execution
The preparation for the campaign was extensive. We wanted to have several tests on the boozefilter so people wouldn´t get bored. They must be on a level where you can pass them sober but not so easily while drunk. The tests had to be funny. With subcontractors we made the site and the tests, and made everything very spreadable.

The launch was, as planned, at the beginning of November. The same day as launching, we communicated the project with press releases, e-mails and information to key journalists and bloggers. No traditional advertising was involved.

We had scheduled the campaign to last for a week (after day one, it was almost entirely in the hands of the Swedish people). It lasted nearly three weeks, with postings on blogs, twitter, Facebook and traditional media coverage.

Documented Results
People loved it. After two days: 42,000 unique visitors. Today 65,602 people have taken 514,695 tests to see if they are sober enough to communicate in social media. More than 5,000 people liked our site to Facebook and on Google we went from practically no hits to 66,600.

Media loved it. More than 35 Swedish media covered and among them, all the biggest newspapers, TV-channels and national radio. 389 postings on Twitter reaching more than 100,000 people, and more than 100 blogs wrote about our test.

Young adults reflected. In a survey conducted two weeks after fyllefilter.se was launched 51 percent of young adults (18-35 years) had heard about a booze filter for Facebook. 30 percent had read about fyllefilter.se and social media. 20 percent claimed that, thanks to fyllefilter.se, they had started to reflect on people's consumption of alcohol while using social media.