drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Accept Responsibility”
COUNTRY United Kingdom
TIMING 2008 > Ongoing
THEME
Drink-driving

CONTRIBUTOR

  • Pernod Ricard
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PARTNER(S)

  • Automobile Association 
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OBJECTIVE

  • To challenge consumers to accept responsibility for the choices they make about drinking alcohol and to confront their own drinking behaviours.
  • To educate consumers about the dangers of drink-driving.
  • To contribute to a reduction in the number of drink-drivers.
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DESCRIPTION OF THE INITIATIVE

  • The campaign began in 2008 and featured adverts in national newspapers and online banners around portals and social networks including Facebook, MSN and Yahoo. It was delivered in three stages over the year targeting an "irresponsible" group of drinkers by highlighting common excuses used by them. Phase one, targeted binge drinking. Phase two, targeted underage drinking. Phase three, targeted drink-driving issues. 
  • From 2009 the campaign is run at Christmas time and promotes anti-drink driving. Messaging focusses on the morning after drinking the night before and targetes 18-34 year old men. To help provide guidance for drivers about the danger of being over the limit, the campaign is fronted by a brand from the premium spirit company’s portfolio; Jameson Irish Whiskey. The decision was made in order to effectively target the Jameson brand’s young adult audience, by delivering the serious nature of the message in a visually engaging way.
  • The message reaches the target audience through programmatic buying, focusing on consumers whose internet behaviour demonstrates their interest in pubs, clubs and going out. Targeted digital ads ran over the festive season into January on websites such as: Time Out, Metro and Transport for London features straplines including, ‘Driving? Enjoy a Jameson some other time’ and ‘The key to a great night. No car key’. 
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IMPACT

  • In 2015, the campaign served over 3,361,203 impressions to the target audience over the course of December 2015. The animated video on Facebook had 2,437,217 impressions.
  • Display activity: engagement rate of 3.81% (number of clicks on the campaign). Facebook: action rate of 16.70%.
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