> CHALLENGE
Create a disruptive TTL campaign that educates and informs consumers on responsible alcohol consumption.
+ IDEA
Get consumers to focus on all they could potentially gain by moderating their alcohol consumption with the message:
“When you drink, drink like there is a tomorrow.”
Our conceptual 90 sec TVC was launched amid significant media buzz, as it brought the conversation around alcohol consumption into a totally new light, with the emphasis on a happy, feel-good resolution.
Across our design elements, the juxtaposition of our moderation message against references to high-end alcohol bottles served to grab people’s attention in a way that traditional shock tactics had failed to do.
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= RESULTS
SOCIAL MEDIA
REACH
48.57m (267% over target)
SOCIAL FOLLOWERS
36 500
TRADITIONAL MEDIA
REACH
40m
IMPRESSIONS
16.5m (260% over target)
CLICKS
50 000
ENGAGEMENTS
1.3m (30% over target)
YOUTUBE VIEWS
518 900
PR
RETURN ON INVESTMENT
1:37
PR VALUE
R4.7m
> RECOGNITION
2018 LOERIE FINALIST - TVC