The campaign will begin with the print ads, where we will place error messages in adshels and magazines. The idea is to face people with the issue of binge drinking (without saying too much), ads that they will not be able to escape by pressing “OK” so they will have no choice but to read the copy. 

The next phase of the campaign entails a partnership with Walkabout. Through them, we will recieve access to our target market’s personal data.

Walkabout are a global chain, making them an appropriate brand to partner with. To be part of this movement, they will be accociated with the promotion of responsible drinking. 

Using the data collected from the participants, they will be contacted via text message, regarding their night out. The

message will contain an error image suggesting that they have had a blackout.

 

The idea is to get the audience to think about the consequences of binge drinking and the effects it can have on their memory.

The T.V advert is the final part of the campaign, drawing all the other elements

together. It is perceived to be a genuine advertisment for an alcohol brand;

however during the T.V slot the viewers are introduced to the error message.