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Case study: iLevel / COI (MWA Winner)

Provided by i-Level
COI's FRANK drugs advice service launched a hugely successful online campaign on MSN.

What was the Challenge / Background of the Campaign?

COI manages the Talk to FRANK drugs advice and information service. Teenagers already knew, liked and trusted FRANK, but we wanted them to experience him as a source of support by encouraging stronger interaction. The problem was that teenagers were no longer spending a lot of time on either face-to-face or phone conversations. They were spending the majority of their time chatting on IM services such as MSN. So we decided to go into their world and provide them with all the information they needed about drugs on MSN so that they could decide for themselves. Find out more...

What was the Campaign Objective?

The aim of the campaign was to encourage higher levels of interaction and communication with FRANK by allowing teenagers to access the service via a medium they felt most confident with.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThere have been over 1.2m online conversations with FRANK
0 - 9
16 - 24
Female
Male
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERS
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