Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: BLAUES KREUZ
Product/Service: ANTI ALCOHOL ORGANISATION
Agency: ADVICO Y&R
Executive Creative Director: Dominik Oberwiler (Advico Y&R)
Creative Director: Martin Stulz (Advico Y&R)
Copywriter: Marietta Mügge (Advico Y&R)
Art Director: Luca Schneider (Advico Y&R)
Art Director: Sandro Tissi (Advico Y&R)
Account Manager: Ramun Knapp (Advico Y&R)
Media placement: Notes - Nightclubs, Facebook - 17.12.2011
Describe the objective of the promotion.
Alcohol dependency often begins at a young age. The Blue Cross, a Swiss organization that helps alcoholics, wanted to make young people aware of the problem of alcohol abuse – and not with a raised index finger but in a more playful way.
Describe how the promotion developed from concept to implementation.
Coat check staff in various nightclubs snuck notes into the jacket pockets of visitors. Written on the notes were intimate messages from supposed secret admirers. When recipients visited Facebook, they saw evidence of a malicious one-night stand that, due to having drunk so much the night before, they could not remember. After surviving this shock, they could then print out their own notes and sneak them into the jackets of their friends when they were leaving clubs. The message spread this way on its own.
Explain why the method of promotion was most relevant to the product or service.
When the topic is alcohol abuse, young people close their minds to it fast. This promotion addressed the topic in an unusually comic way and succeeded in breaking the ice and getting young people to think about the problem.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The action provided a lot of food for discussion as well as a noticeable increase in the number of click on the Blue Cross website.