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Responsible drinking programmes
supported by European spirits producers

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• “Nightlife Confessions”
COUNTRY European Union
TIMING 2011 > 2011
THEME
Responsible drinking

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • VICE magazine
  • Virtue
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OBJECTIVE

  • To change drinking culture especially young adults between 18 and 25 years old.
  • To encourage young adults to identify with and create awareness of responsible drinking.
  • To encourage young adults to raise questions by reflecting upon changes to their own drinking habits.
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DESCRIPTION OF THE INITIATIVE

  • Background: Institutional research has revealed that patronizing campaigns have no significant impact on changing attitudes of young adults of legal purchasing age towards more responsible alcohol consumption but that interactive campaigns are especially effective within this group.
    • It is known that young adults attempt to impress their peers by emphasizing how well they can hold their drink, that they want the social acceptance of their friends and that one of the main reasons young adults drink is to help them build positive social interaction. However, they are often not sufficiently aware of the negative impact that excessive alcohol consumption has on their lives.
    • A change of attitude will only take place when moderate consumption of alcohol is regarded as an expression of confidence and independence.
    • Thus the idea was to create a peer-to-peer campaign to encourage responsible drinking, emphasise content that is created by the target audience, give people the opportunity to tell the truth about responsible drinking and their take on nightlife in general.
 
  • Campaign: Launched in Germany, Denmark and Belgium, Nightlife Confessions was an interactive platform, where users could exchange their opinions about responsible drinking and the nightlife experience.  The first phase ran from February until June 2011 and centred around: 
    • Booth and Interviews: A tailor-made Nightlife Confessions video booth toured on selected weekends and was placed strategically in key nightlife hotspots. It was staffed by trained production teams, who led consumers to the booth, informed them about the project and about drinking responsibly, and invited them to be interviewed inside. These interviews about nightlife and drinking were led by a professional, down to earth and engaging moderator, and were recorded on video cameras. The idea was for them to be open and honest about their opinions on nightlife and responsible drinking and to talk without being criticized or judged.
    • Videos: The 'confessional' video content was then edited and uploaded to the dedicated Nightlife Confessions website (no longer live). Anyone of legal purchasing age could watch, share, comment and vote on them.
    • Support from international nightlife stars, musicians, DJs and promoters who related exclusive stories about their own personal nightlife experiences, side by side with party reveller. Germany: Peaches, Boys Noize Westbam, Nilz Bokelberg and Patrice Bouédibéla. Denmark: Le Gammeltoft, Jean Von Baden, Thomas Barfod and Thomas Fleurquin, Bear Pig, Bertram Zanjani and Mads Laumann. Belgium: Evi Hanssen and An Reymen.
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IMPACT

  • The video booth visited key venues in Germany, Belgium and Denmark:
    • Brussels on 21 and 22 January and Antwerp on 13 and 13 March.
    • Copenhagen on 4 and 5 February and Århus on 1and 2 April.
    • Berlin on 11 and 12 March, Düsseldorf on 18 and 19 February, Munich on 04 and 5 March and Hamburg on 25 and 26 March.
  • On 14 March were 90 videos on the site, by mid April this had risen to 138 with 166 by the end of the tour resulting in over 200,000 unique video views.
  • A combined 2.1 million unique consumers in Germany, Denmark & Belgium were reached through the media with the campaign message. The highly targeted online media campaign delivered close to 10 million ad impressions, (web banners and pre-roll trailers were shown 10 million times online to the target group).
  • The website had over 100,000 unique visitors (until end June 2011).
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EVALUATION

  • On 4 April 2011 the first top line results for Belgium and Germany were received. Results suggested that the campaign had a lot of potential since the "like" scores are very good and  it had a higher than average TV score. Campaign likeability average is 7.9/10 in Belgium and 8.5/10 in Germany. Good TV campaign scores usually attain an average of 7 – so the campaign was very successful amongst 21-35year olds (Insites Consulting April 2011). However, exposure to and therefore recall of the campaign elements were low but expected due to the early stage of the campaign.
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