Category: Best Consumer Engagement
Advertiser: OFFICE OF NATIONAL DRUG CONTROL POLICY
Product/Service: ABOVE THE INFLUENCE
Agency: DRAFTFCB
Senior Vice Presidnet/Group Management Director/Account Management: Suzanne Santiago (Draftfcb)
Executive Vice President/Chief Media Officer/Media: Richard Gagnon (Draftfcb)
Senior Vice President/Executive Director/Digital Business Strategy/User Experience: Timothy Queenan (Draftfcb)
Executive Vice President/Executive Creative Director/Creative: Luke Bailey (Draftfcb)
Vice President/Account Director/Account Management: Julie Arndt (Draftfcb)
Account Supervisor/Account Management: Dana Fiore (Draftfcb)
Senior Vice President/Strategic Planning Director/Strategic Planning: Tanya White (Draftfcb)
Senior Digital Business Strategist/User Experience: John Normoyle (Draftfcb)
Digital Strategist/User Experience: Nicholas Fico (Draftfcb)
Associate Media Director: Katherine Dahill (Draftfcb)
Media Supervisor: Zachary Bruning (Draftfcb)
Media Planner: Lisa Frangella (Draftfcb)
Digital Senior Project Manager: Jessica Mccormack (Draftfcb)
Content Manager/User Experience: Susan Visakowitz (Draftfcb)
Senior Web Developer/User Experience: Jim Hubbell (Draftfcb)
Associate Creative Director: Colin Gaul (Draftfcb)
Copywriter: Lorelai Bandrovschi (Draftfcb)
Director/Experience Architecture/User Experience: Chris Gierlich (Draftfcb)
Assistant Account Executive: Desiree Yanes (Draftfcb)
Media placement: TV Campaign - 7 Creatives - ABC Family, Adult Swim, BET, Comedy Central, Fuel, Fuse, MTV, MTV2, MTV Tr3s, Mun2, Teen Nick, Etc. - 17 October 2011
Media placement: Digital Display Campaign - ABC Family, AOL, Buzz Media, Comedy Central, IGN, MyYearbook, Pandora, Photobucket, MTV, Etc. - 17 October 2011
Media placement: Digital Video Campaign - Fandango, Hulu, OoVoo, VEVO, YouTube - 17 October 2011
Media placement: Facebook Ad Campaign - Facebook - 17 October 2011
Media placement: Print Campaign - 10 Pages - Seventeen - 21 November 2011
Media placement: Radio Campaign - 4 Creatives - Clear Channel - 17 October 2011
Insights, Strategy & the Idea
By 2011 the Office of National Drug Control Policy’s Above the Influence (ATI) campaign achieved 88% awareness among teens and had proven effective in decreasing substance use. But awareness alone wasn’t driving a change in attitudes about drugs and alcohol. Research revealed that a teen’s active engagement with ATI content was.
So the opportunity was clear: turn the media plan into a participation plan that is even more embedded and shared within teen culture.
Our engagement strategy focused on the time that teens value most, their weekends. This insight inspired a contact idea called the Unwasted Weekend, a program encouraging active involvement with ATI-inspired weekend activities.
We enlisted trusted teen media partners and teen culture leaders on the forefront of music, fashion and entertainment to help ignite conversations. Their active involvement inspired teen generated stories of rising above negative influences of drugs and substance abuse.
Creative Execution
Our participation plan embedded Unwasted Weekend in teen culture and drove active involvement with Above The Influence content. We joined forces with Clear Channel Radio to create an album for-teens-and-by-teens about rising above pressures and influence. Songs were produced and performed by Youtube sensation Karmin at NYC’s Z100 Jingle Ball featuring Lady Gaga.
We aligned with MTV asking teens to submit their most epic Unwasted Weekend. Hundreds of videos later, four stories were turned into short films that ran on MTV. Seventeen Magazine’s ‘Style Squad’ challenged girls to showcase their “Unwasted Weekend Wardrobe” with recognition being a fashion shoot and spread in the magazine. And YouTube stars created custom episodes for Unwasted Weekend inspiring teens to join in the social conversation.
All transmedia efforts drove to AbovetheInfluence.com where thousands of teens could see, “like,” share and comment, seeing that they are never alone in choosing to live above the influence.
Results and Effectiveness
Teens participated with ATI in numbers never before achieved. They brought the brand into environments that mattered to them, leading to 6 million measured interactions, including over 5 million video views and shares.
Our Facebook community grew by over 400%.
AbovetheInfluence.com page views nearly doubled to 2.87MM.
Added value enlisted Ryan Seacrest, Amy Teagarden, Stawburry17 and ten other personalities to encourage teens to rise above the influence and celebrate their stories.
Most importantly, we see indication in tracking studies that teen anti-drug beliefs are strengthening and Above the Influence is a brand that teens are truly making their own.