| Title | THE NO EXPERIMENT |
| Brand | KRÆFTENS BEKÆMPELSE & TRYGFONDEN |
| Product/Service | PUBLIC HEALTH |
| Category |
E02. Social Purpose |
|
Entrant
|
HJALTELIN STAHL Copenhagen, DENMARK
|
|
Idea Creation
|
HJALTELIN STAHL Copenhagen, DENMARK
|
|
PR
|
HJALTELIN STAHL Copenhagen, DENMARK
|
|
Production
|
U ITCH I SCRATCH Copenhagen, DENMARK
|
|
Production 2
|
PEGASUS PRODUCTION Copenhagen, DENMARK
|
Credits
| Rasmus Gottliebsen |
Hjaltelin Stahl |
Creative Director |
| Luong Lu |
Hjaltelin Stahl |
Art Director |
| Lasse Vintersbølle |
Hjaltelin Stahl |
Copywriter |
| Nicolai Dimon |
Hjaltelin Stahl |
Art Director |
| Mette Kruse |
Hjaltelin Stahl |
Project Manager |
| Mette Hørdum |
Hjaltelin Stahl |
Client Service Director |
| Nicolai Stahl |
Hjaltelin Stahl |
Creative Director |
| Henriette Keyper |
Hjaltelin Stahl |
Project Manager |
| Klaus Spendser |
U Itch I Scratch |
Director |
| Jacob Salling |
U Itch I Scratch |
Producer |
| Charlotte Esmann |
Pegasus Production |
Producer |
The Campaign
45% of the 15-25 year olds have been peer pressured into drinking too much – often by their closest friends. If we could somehow create a debate evolving around this sad phenomenon, we could possibly make it easier to say no to alcohol.
Our solution was simple: We observed a typical group of young, male friends on a night out. What they didn’t know, was that we had a deal with one of their own, who had to say no alcohol all night long. We recorded everything, including their reactions and peer pressure, with hidden, manoeuvrable cameras in five, different locations, and launched the footage on Facebook.
Creative Execution
The media strategy relied on a short trailer that would catch the audience’s attention, and link them to the experiment itself, lasting 4 minutes and 29 seconds. The question “Do we really respect a no?” ended the film and invited the target audience to debate the subject in the commentaries.
To keep their interest over the next couple of weeks, we produced five other films with extra material and interviews featuring Kenneth and his friends, in which the audience could dive deeper into the experiment and its participants.
The No Experiment reached nearly half of the population on social media, helped spark a much-needed debate, and made it a bit more acceptable to say no to alcohol. For a small nation of just 5.7 million people, the results were extremely impressive.
The campaign received 5.400.000 impressions and a total reach of 2.500.000 with 1.000.000 being purely organic, thanks to 6000 shares and 25.000 likes. The experiment was seen 1.200.000 times and got 400.000 interactions.
The No Experiment provided a disturbing, authentic glimpse of the Danish alcohol culture, and provided the target group with a chance to discuss the problem openly. The campaign succeeded in reaching the young millennials with a difficult subject, and became one of the most viral campaigns in Denmark that year.
The target audience was 18-25-year-old Danes. On Facebook, which was the campaign’s main platform, this group consists of 680.000 profiles.
We chose Facebook since the youth no longer watch flow-TV, or care much for other traditional media, and we only targeted mobile users, because 87% of our target audience use their smartphone to visit the platform every day.