Published on March 6, 2014
Quantum Bringing together all elements of Advertising Craig Bennett, Will Bradbury, Kyle Stewart, Josh Oberman Client:
Introduction Raise awareness of the risks of binge drinking throughout Europe to young adults aged 16 – 25 Produce a campaign to achieve further awareness Risks Social well being Constraints
Target Audience 16 - 25 Go out at least twice a week Large groups Attend University Tech savvy Target Audience Users of Social Media Watch TV frequently Frequent online users
Secondary Research – Key findings Health Social Economic Political Advertising
Primary Research – Focus Groups Results Females Started drinking socially at 13-14 Unaware of alcohol to units breakdown Felt that drinking in the home under 12 is wrong Teenagers need clarification of alcohol consumption Shock advertising Remembered ads Supported our main idea
Primary Research – Focus Groups Results Males Didn’t know the unit breakdown Unaware of some major long term effects Started drinking socially at 15 – 16 Didn’t know binge drinking applied to them Ad campaigns Remembered ads General – shock factor and story telling Criticised one of our ideas Supported our main idea
Conclusions from Research Target Audience – unaware of unit consumption Insight from research Key demographic Consumption – too earlier Lack of knowledge with target audience Advertising Male and female – shock ads and storyline series Encouraging support for our idea
Our idea Shock narrative ads Following 4 stories “Your Liver, Your Heart, Your Brain, Your Soul” “Your Responsibility” media formats Translated into all European languages
Why it will succeed Can be easily translated for each individual language Graphics provides shock Hits our TA preferences Research – shock, storytelling Across several platforms
Conclusion Campaign - To raise awareness of binge drinking effects Research - show effects + unit limits Communication - social media, television Main media outlets used by TA Shock advertising to express the points Focus groups response
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