| Title | DRUNKEN MISTAKES |
| Brand | THE SWEDISH ALCOHOL RETAILING MONOPOLY (SYSTEMBOLAGET) |
| Product/Service | AWARENESS ABOUT PEOPLE DEALING ALCOHOL TO THEIR YOUNGER SIBLINGS. |
| Category |
C07. Co-Creation & User Generated Content |
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Entrant
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GEELMUYDEN KIESE Stockholm, SWEDEN
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Idea Creation
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GEELMUYDEN KIESE Stockholm, SWEDEN
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PR
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GEELMUYDEN KIESE Stockholm, SWEDEN
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Credits
| Ingrid Sydow |
Geelmuyden Kiese |
Creative Director |
The Campaign
We created a social media based content platform ‘Drunken Mistakes’ (‘Fyllemisstag’ in Swedish), from which we encouraged the target group to share their own drunken mistakes, as well as taking part of other people’s stories.
Execution
Through a survey, we collected hundreds of real drunken stories, experienced and told by young adults all over the country. These stories were published on a dedicated Instagram account, days before Halloween. Bloggers acted as ambassadors for the campaign by sharing their own stories and gathering new ones via Snapchat and their blogs. The discussion that followed generated authentic content written by the target group.
By disrupting the otherwise polished social media feed with a serious narrative we managed to get a serious message across to this target group which is generally hard to reach.
-Through traditional and social media, we reached 17 million people
-The campaign generated authentic content written by the target group
The Situation
Underage drinking is a subject many people has opinions about - especially dull authorities. In order to make the very hard-to-reach target group 20-somethings listen, we realised we needed to let them to re-experience and deliver the message themselves through social media.
The Strategy
Statistics show that younger siblings don’t drink alcohol at all if they don’t get alcohol from someone they know well, e.g. their older siblings. We needed to find a way to reach the older siblings in order to make them realize how much influence they have on their younger peers. The main insights for this was anxiety – alcohol makes us do things we often regret. Whether they want it or not, older siblings by default turn into role models in the eyes of their younger family members.
The strategy was to remind older siblings in their early 20s of their own drunken mistakes, in order for them to think twice before dealing alcohol to minors.