drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Don't spoil a great night out”
COUNTRY Netherlands
TIMING 2008 > 2009
THEME
Responsible drinking

CONTRIBUTOR

  • Bacardi-Martini
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PARTNER(S)

  • TMF/MTV
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OBJECTIVE

  • To promote responsible alcohol consumption.
  • To raise awareness about the negative effects associated with alcohol misuse.
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DESCRIPTION OF THE INITIATIVE

  • Commercial and educational programme, highlighting the fact that drinking too much is not "cool". Broadcast during 3 months in cooperation with MTV/TMF and presented by a well known Dutch TV presenter, young consumers who had drank too much on a night out got the possibility to apologise and "say sorry with Nikkie".
  • Dedicated website where consumers could post pictures onto the "wall of shame", play a game and watch previous episodes of the programme.
  • Publicised through banners and viral marketing (word-of-mouth).
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IMPACT

  • 10 episodes available for view online.
  • Best scoring programme on TMF: Twice as much viewers than normally.
  • Total absolute reach: 915,400 single viewers. 67,745 visitors to the website.
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EVALUATION

  • Evaluation will be done in cooperation with MTV/TMF, by post testing with a small focus group in 2009.
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