Drinkaware Direkt EXCUSES OgilvyOne London

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Branche Öffentliche Mitteilungen (soziale Werbung)
Medien Direkt
Markt Vereinigtes Königreich
Agentur OgilvyOne London
Executive Creative Director Charlie Wilson
Creative Director Emma De La Fosse
Art Director Rod Broomfield
Copywriter Ruth Jamieson
Designer Amy Ward
Veröffentlicht Juli 2011

Kredite und Beschreibung

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: DRINKAWARE
Executive Creative Director: Emma de la Fosse (OgilvyOne London)
Executive Creative Director: Charlie Wilson (OgilvyOne London)
Creative Director: Emma de la Fosse (OgilvyOne London)
Art Director: Rod Broomfield (OgilvyOne London)
Copywriter: Ruth Jamieson (OgilvyOne London)
Designer: Amy Ward (OgilvyOne London)
Digital Designer: Cleber Zerrenner (OgilvyOne London)
Digital Designer: Simon Pike (OgilvyOne London)
Account Manager: Ed Henderson (OgilvyOne London)
Account Manager: Will Deacon (OgilvyOne London)
Digital Project Manager: Rachel Prentice (OgilvyOne London)
Print Project Manager: Simon Thompson (OgilvyOne London)
Media placement: Expandable Banners (Leaderboards/skyscrapers/MPU) - Targeted Sites:segmented On Health Aware (Eg. Weightwatchers)/Non-Health Aware(Eg.Sky Sports) - 12 July 2011
Media placement: Email - Email Broadcast Lists;segmented On Health Aware (Eg. Weightwatchers)/Non-Health Aware(Eg.Sky Sports) - 12 July 2011
Media placement: Press - Partners' Magazines (Eg. Sainsbury's) - 12 July 2011

Describe the brief/objective of the direct campaign.
Drinkaware, an alcohol awareness charity, wanted to encourage people to sign up for a new calculator tool they’ve developed which helps you keep track of your drinking. The problem was that the very people who would benefit from using the new tool don’t realise they are the target audience. 35+ professionals who mostly drink at home unwittingly consume large amounts of alcohol. However, telling them they are binge drinking simply makes them reject the message. Our challenge was to find a fresh way to help them change their drinking behaviours, as they do not respond to the alarmist health messages that are normally associated with this sector.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In research, we discovered that this group permit themselves a lot of alcohol if they think the situation allows it. In fact, they all have their own individual list of justifications. The solution lay in helping our target audience to self-identify by making them realise just how long and varied their lists were, and thereby how much, and how often, they were drinking. We were then in a position to offer them an easily accessible solution to help them change their habits and cut their alcohol consumption in the form of the ‘My Drinkaware’ drinks tracker.

Explain why the creative execution was relevant to the product or service.
It was important to empathise with this group and people’s own excuses for drinking provided the inspiration for the campaign. Juxtaposing typical excuses, in twin press ads, was more likely to draw a wry smile of recognition and keep them engaged. The ‘mirror excuse’ thought was used throughout the body copy too. In fact, press allowed us to carry on the conversation for longer than other mediums would. We capitalised on this by directing them to search ‘My Drinkaware’ which would allow them try out the tool and sign up to it.

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.
Over 250,000 people visited the ‘My Drinkaware’ calculator tool page.
108,000 signed up for the calculator.

14,894 took part in the Facebook ‘Excuses’ competition.
83% of people who had engaged with the campaign said it made them think about how much they were drinking.
79% said it made them want to keep track of how much they were drinking.
One user wrote ‘Thanks so much. No alcohol since 31st December. Resolution to stay sober until 31st March’.