| Title | NO NO NO NO AND NO... |
| Brand | SYSTEMBOLAGET |
| Product/Service | SWEDISH MONOPOLY OF ALCOHOL |
| Category |
E05. Influencer / Talent |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
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NORD DDB Stockholm, SWEDEN
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Media Placement
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NORD DDB Stockholm, SWEDEN
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Media Placement 2
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SYSTEMBOLAGET Stockholm, SWEDEN
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PR
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NORD DDB Stockholm, SWEDEN
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PR 2
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SYSTEMBOLAGET Stockholm, SWEDEN
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Production
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NORD DDB Stockholm, SWEDEN
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Post Production
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NORD DDB Stockholm, SWEDEN
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Credits
| Andreas Dahlqvist |
NORD DDB Stockholm |
Chief Creative Officer |
| Kalle dos Santos |
NORD DDB Stockholm |
Art Director |
| Stefan Gustafsson |
NORD DDB Stockholm |
Copywriter |
| Jonas Björlin |
NORD DDB Stockholm |
Client Director |
| Johanna Wernqvist |
NORD DDB Stockholm |
Client Manager |
| Beatrice Geijer |
NORD DDB Stockholm |
Client Manager |
| Elias Betinakis |
NORD DDB Stockholm |
Planner |
| Elina Reinerstam |
NORD DDB Stockholm |
Planner |
| Jesper Andersson |
NORD DDB Stockholm |
Media Planner |
| Kristin Åkerlund |
NORD DDB Stockholm |
PR strategist |
| Siri Lindén |
NORD DDB Stockholm |
Community Manager |
| Patrick Emt |
NORD DDB Stockholm |
Graphic Designer |
| Emily Rider |
NORD DDB Stockholm |
Graphic Designer |
| Emilia Helgesson |
NORD DDB Stockholm |
Graphic Designer |
| Markus Berkvist |
Musik Super Circus |
Music |
Background
The Swedish Alcohol Monopoly (Systembolaget) exists to reduce alcohol-related problems if alcohol is sold responsibly and without a profit motive. One of the most important cornerstones of the mission to sell responsibly is to protect young people from obtaining alcohol.
The task was to launch a campaign under the new concept “Different for a reason” that would contribute to Systembolaget's important work to protect young people from getting alcohol and encourage older siblings to say no when being asked if they could buy alcohol.
Describe the strategy
The target group was young adults primarily as studies show that 1/3 of young adults have bought alcohol to a person under the age of 20. To encourage that group to refrain from buying alcohol underaged we needed to find out why they do it.
We found that many say "yes" because they want to build a better relationship with the person who asks. We found that 6/10 say "yes" out of consideration because they do not want the person they care about to get into trouble because of alcohol that comes from unreliable sources. But studies show that every other teenager wouldn’t turn to other sources for alcohol if their loved one said "no".
It’s not natural to say "no" to people you care about. Therefore we realized we must encourage them to say “no” by showing them that it’s an act of love.
Describe the execution
In August 2020, when High School starts again, we started out with a national broad reaching "traditional" media mix with TV/OLV/Radio/Social/Influencers to ensure high reach and impact in media consumed by both Young Adults and Parents. We wanted to create a conversation between the parent and the Young Adults. To follow up and gain momentum with the Young Adults (older siblings to the under aged kids) we did a hyper focused impact with influencers (all had younger siblings) in social media. The media impact created a media reach of 80% with a 5+ frequency at 50% of the audience.
List the results
We reached a wide audience of 437 578 people, a total of over 500 comments and 20 000 likes – and an average engagement rate of 3,5%. We worked with profiles with 100-500k followers, and the engagement rate were over 1% higher than their averagage content.
The goal was to create engagement in the subject, and let the profiles create content with an unexpected twist, and deliver a ”no” in a different way. We also increased the total following of the business account with 2% during the campaign period.
The media impact created a media reach of 80% with a 5+ frequency at 50% of the audience.