Home Office enlist Kontraband.com as part of its £4m anti "Binge Drinking" campaign
- Added:
- Jul 07, 2008
As part of its £4m campaign to tackle binge drinking, the Home Office and COI have appointed Kontraband.com’s creative ad formats and viral video blog outreach to build on the success of its “Know Your Limits” campaign. The campaign was bought and planned by Ad2one and i-level.
The film, created by VCCP, is based around a fashion show; the first model walks out onto the cat walk and suddenly starts to shift her skirt around, squats on the floor and takes a pee! The show descents into chaos as the other models puke up and start a fight. The audience looks on horrified.
The strategy behind the message is “You wouldn't start a night like this so why end it that way?” The objective of the campaign is to increase awareness and consideration of the consequences of drinking irresponsibly.
Kontraband.com, one of the UK’s leading online entertainment sites for young males (ComScore), will promote Home Office’s campaign throughout the site for the six week campaign duration.
The viral video will be placed within Kontraband’s new Video wrap so every time a user plays its video, a bespoke Video wrap will display around the creative encouraging significantly greater click through to the client’s micro site.
Kontraband believe that by placing call to action prompts clearly around viral content, the likelihood of users clicking through will increase dramatically. Early testing of the bespoke Video wrap ad formats has clearly demonstrated this increased effect. The two creative ad formats work well in tandem; Viral allows brands to target its audience with a clear message whilst Video wraps encourage a strong call to action.
Richard Spalding CEO of Kontraband said, "We have worked with COI on a number of successful campaigns this year. The strength of the Kontraband brand and our significant reach within the UK male demographic allows us to get this powerful message directly out to the target audience of young males, the content is VERY Kontraband and we’ve had a great response from our audience with over 250k views few days of launch"
A report published earlier this year by Positive Futures and Crime Concern revealed that 42% of young people in some communities began drinking when they were 13 or younger and some 39% drank up to 20 units of alcohol a week.