Captive Media today published results of its 2 month campaign for Drinkaware – results which showed a 41% rise in unprompted awareness of Drinkaware.
In collaboration with Ogilvy Neo and Ogilvy One, Captive Media ran a test campaign for Drinkaware, the organisation promoting responsible drinking. The trial ran over 6 weeks in January and February 2012 in a test venue in London.
The objective of the campaign was to assess the effectiveness of Captive Media’s Washroom engagement marketing system in raising awareness of Drinkaware and it’s messaging among drinkers. Captive Media’s screens carried visuals from Drinkaware’s “Why Let Good Times Go Bad” campaign. Captive Media also designed a custom quiz game for Drinkaware, which featured questions about alcohol interspersed with general trivia questions. Unprompted awareness of Drinkaware as a source of the facts about alcohol rose 41%.
Captive Media Director, Mark Melford, commented “These results are pleasing and confirm what we have been seeing in trials since last Summer – that Captive Media’s washroom system is an extremely effective medium to get through to young people when they are out socialising and drinking”.