Written by Christine Dissing
Christine is a guest writer on Mindjumpers’ blog: Christine works with mobile marketing at the Danish mobile marketing company Responsfabrikken. When Christine isn’t working she is finishing her master degree in Market Communication Management.
How do you communicate and deliver a serious message to teens, who are always on the go and hate to be instructed? First off all you choose the right channels and make it possible for the teen to decide when and where to find the message.
“Stop før 5” (Stop before 5 units of alcohol) is the headline of a new campaign by the Danish Board of Health targeting teens. The message is; don’t get drunk and embarrassing when partying: when you get drunk, you don’t just loss control – you also might lose friends. Whether the message is exaggerated with 5 units can be discussed, but the campaign sure is heavily discussed, creating buzz and is thus at least getting the teens attention.
The interesting thing to point out with this particular campaign is the proper use of the mobile. It is still a new and different choice of media in the marketing landscape, it is yet uncluttered – and try to name a teen in the age of 13-17, who hasn’t got a mobile? – I rest my case…
A simple, valuable and entertaining mobile application has been integrated in the campaign. The app is marketed through all the other campaign elements and is build around a small menu, where you can choose to check your blood alcohol level or test how much the alcohol has affected one’s balance. Furthermore you can easily call the nearest cab company or find friends at other parties nearby. One of the good things is that this app not only works on iPhones or other touch phones, but my Nokia 6300 handles the app just fine.
The app and the small tests make it possible and hopefully attractive to the teens to engage with the campaign when they are out partying. Even though this campaign hands over the power of when and where to interact it to the teens, the Danish Board of Health still achieves to be present at the most crucial time – when teens are in fact consuming alcohol!
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