Here is an email i received from Drinkaware, this was part of my email which i sent around to various organizations to get an insight into how some of their campaigns worked. I did not get alot of replys. This was mainly due to the fact that most of the are government run companies so would not want to disclose this kind of information to me. However the response i did get proved to be useful in getting an insight into how they run their campaigns.
Dear Peter,
Drinkaware does not produce TV adverts of our own, but drinks companies
can voluntarily put the Drinkaware logo and website on their ads to show
their commitment to responsible drinking. The hard-hitting alcohol ads
such as “you wouldn’t start a night like this…” are Government
campaigns/ not Drinkaware:
http://www.guardian.co.uk/media/2008/jun/17/advertising.health?INTCMP=IL
CNETTXT3487
We have attached a recent comment piece from Marketing magazine which
may interest you.
1. Is there a particular formula you follow when constructing these
campaigns, or is each one unique?
Drinkaware current campaigns have three target audiences:
A) parents of under 18s - aiming to encourage parents to talk to their
children about alcohol before they start drinking with an overall aim to
increase the age young people start drinking.
B) young adults aged 18-24 - aiming to reduce the acceptability of
drunkenness and increase awareness of tips for responsible drinking
C) adults aged 30-45 - aiming to raise awareness of daily unit
guidelines and encourage the audience to recognise when their drinking
exceeds them.
With each campaign we do research with each target audience -
qualitative and quantitative to gather insight about what influences and
informs that audience. We develop logic models for each of our
campaigns - looking at inputs, activities and when short, medium and
long term objectives. For each campaign our ultimate goal is behaviour
change.
This insight will inform a creative brief which then goes to an agency.
The brief needs to answer who/ what/ how and why.
The overall strategic process has 4 key steps:
Planning; creative; production; measurement/ evaluation/ optimisation.
2. How effective is shock advertising on an audience, how do you
judge/gauge its effectiveness?
Ideally we would test a creative with the target audience - a skilled
moderator would take a group through a discussion asking them questions
on their response.
You might be interested in reading about neuromarketing which measures
brain activity prompted by different sensory experiences - although this
is not something Drinkaware does. Marketing magazine 2.11.11 has an
article on this.
3. What themes do you typically incorporate into your videos?
We do not produce TV ads, although we have produced a video for our
parents campaign
http://www.drinkaware.co.uk/talking-to-under-18s/parents
And a “Katy Perry” video for our young adults campaign:
http://www.drinkaware.co.uk/campaigns/2011/why-let-good-times-go-bad-201
1/katy-perry-video
4. What is the best way to create an impact on an audience; what
emotions do you play on?
It is different for different audiences, e.g. for parents you know they
want to do the best for their children and keep them safe; for adults -
a motivation might be to perform well at work, look good.
5. What has been your most effective campaign and why?
We continually evaluate and refine our campaigns to ensure strong reach
and impact and if we need to make changes to a creative or strategy if
something is not performing as it should be.
Successful campaigns include: Why Let Good Times Go Bad - campaign
working with industry to encourage young adults to adapt tips to drink
responsibly; Hoof It - adults campaign tied to the world cup to increase
awareness of units; Your Kids and alcohol - encouraging parents to talk
to kids about alcohol - working with parenting bloggers to encourage
peer to peer discussion and a video creative of children popping out
from behind an alcohol product asking parents tricky questions about
alcohol.
Good luck with your project.
Marta Carvalho
Executive Assistant - CEO and Digital Communications
