CASE STUDY: Boosting Awareness for DrinkAware

Provided by Captive Media
Captive Media used their unique washroom media platform to help promote responsible drinking to young men
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What was the Challenge / Background of the Campaign?

DrinkAware promotes responsible drinking and works to reduce alcohol misuse and harm in the UK. They need to constantly ensure that their messaging is prevalent and constantly front of mind.

What was the Campaign Objective?

The objectives of the campaign were to raise awareness of DrinkAware and it's messaging amongst drinkers by engaging them at the point of sale - i.e. in the bar.

What was the Solution?

Captive Media ran a 6 week campaign in one South London venue. The unique washroom media screens carried visuals from DrinkAware's "Why Let Good Times Go Bad" campaign. Captive Media also designed a custom quiz game for DrinkAware, which featured questions about alcohol we interspersed with general trivia questions. Men engaged with the game, competing to score highly and top an online leaderboard. In doing so, they engaged with DrinkAware's content.

What were the Results?

The quiz was played over 12,000 times during the course of the 6 week campaign. Unprompted awareness of DrinkAware as a source of the facts about alcohol rose 41%. The campaign was also hugely successful in prompting consideration with over half of those surveyed prompted to think about pacing their drinking.

What were the Key Learnings of this Campaign?

The effectiveness of the campaign was a result of both the high levels of engagement with Captive Media's washroom media solution and the highly targeted nature of the message - by ensuring DrinkAware's messaging was exposed to their exact target audience at the perfect time.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kQuiz was played 12,000 times over 6 weeks
16 - 24
25 - 34
Male
OUTDOOR / DIGITAL OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
London19 Jul 14 - 15 Jul 15POS PROXIMITYEXPERIENTIAL
SALES PROMOTION
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