Without a doubt, this is one of the creations that I am most proud of having been able to do my bit.
The Federación Española de Bebidas Espirituosas (FEBE) and Universidad Rey Juan Carlos (URJC), launched in the fall of 2017, a contest for students that consisted of creating a campaign to promote responsible consumption in university students.
After a long year of work and effort, we were chosen to present our idea at the DIAGEO offices in London. Here I show you some things about the campaign.
Target and Concept
The first thing we did was analyze our target well (a simple thing, because the campaign was aimed at people like us). The data we obtained was what we expected, we were targeting young, dynamic, urban people who basically drink partying and socializing. But we highlight one important thing: young people are reluctant to drink if they have responsibilities the next day.
For building this concept, we wanted to throw out there: So, is Saturday morning and you have to go see Grandma? Maybe workout at the gym? You don’t need to stop drinking, just drink in moderation. Drink Like There Is Tomorrow (Bebe Como Si Hubiera Mañana).
We wanted to get away from all those dark and lugubrious campaigns where they condemn alcohol consumption, showing how it affects your life in a negative way. Young people are (we are) cured of that kind of message. We had to change the tone, make it more cheerful, show how cool it is to drink in moderation, because our life is very busy and we have many things to do. The following video describes our concept:
In order to give it this tone, we considered it important to bring the campaign personality, distancing ourselves from any organization (like FEBE) that could give us the impression that it is our father who scolds us for not drinking well. Here you have the logo and the type, in addition to this striking magenta.
But hey, let’s focus now on our specific proposals. We divide them into two large blocks. We think of branding actions, those that would add personality to our campaign; and special actions, which go further and could function independently of the campaign.
Branding Actions
Viral
What better way to make something cool than with a viral? If people get to do crazy things for their minute of fame in social networks, it is very important that our campaign has a viral challenge. With the help of certain influencers, the idea is to launch a challenge that consists of doing something the next day that you cannot do with a hangover. This action would be the seed that would plant our concept in the heads of Spanish university students.
Spotify
Young people and music go hand in hand. Forever. So Drink Like There Is Tomorrow had to be yes or yes on Spotify. And we would do it in two ways, combining musical spots (covering songs of the moment), and with situation spots that make the metaphor between alcohol and something from day to day, for example, watching Formula 1.
Interactive Mupis
Another key moment to remind our target that it is convenient to drink responsibly is when they have to back home. That long wait at dawn for the night bus that takes time to arrive always takes forever. But it can be enlivened if you have an evil interactive mupi that captures the viewer’s face and superimposes it on the marquee, showing some activity that the person could do the day after drinking as if there were tomorrow. It’s the kindest way to remember that “Buff, maybe I should have controlled myself a bit …“.
Special Actions
Tomorrow App
Friends meeting, post-work drinks, shots before going to the disco … it would be nice that a drink app always accompanies us that adapts to the moment, right?
This is the intention of Tomorrow App: that it can put us a playlist according to our mood; to propose drinking games that are not based on having a drink every time someone brakes a rule; or remind us that our intention was to take only one, that tomorrow we will open the library. He’s our personal cupping assistant.
El Mañaneo Lounge Bar
Drinking as there is tomorrow is very cool, yes, so we thought it would be great a place where all these people could show off their responsibility. A cool modern place that can combine after-college drinks with a hangout to taste piñacoladas. A Starbucks of spirits.
That atmosphere is nice, but how is it different from any other cocktail bar? Here you can wear a bracelet that will remind us when we should stop drinking. In recent months, bracelets that control sweat alcohol have been released, notifying us when we exceed a certain limit. Our bracelet would have two colours: green when we are still correct, and red when it is advisable to reject that shot of Jäger that they offer us.
The Team
