> 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.

= 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