ANTI BINGE DRINKING CAMPAIGN 2009 by wtr48155

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									                                Case Study
              HEALTH PROMOTION BOARD’S
                     ANTI BINGE DRINKING
                          CAMPAIGN
                             2009




Confidentiality: The material contained in this Agreement of Work represents confidential
information pertaining to ZoCard and ZoMedia’s methods. By Accepting this document
the intended receiver and it’s related companies hereby agrees that the information
contained herein shall not be disclosed outside of their respective organization.



                                    ZoMedia Pte Ltd
           179 River Valley Rd, #01-01 River Valley Building, Singapore 179033
           Tel: 6883 1525 Fax: 6883 1526 Company Registration: 199906106N
The Health Promotion Board undertakes various national health promotion and disease
prevention programmes in Singapore that reach out to the population, with a goal of
increasing the quality and years of healthy life and preventing illnesses, disability and
premature death.

This year, in a bid to educate and create more awareness among the public on the
harmful effects of Binge drinking, Health Promotion Board launched a nationwide anti
binge drinking campaign, and collaborated with ZoMedia to advertise its message on
ZoCard postcards. The cards also included an SMS competition campaign that was used
to attract the target audience to pick up the card and read its message.

A total of 30, 000 cards were distributed Island wide to hundreds of venues including bars
and cafes, shopping centres, places of interest as well tertiary institutions.




                                     ZoMedia Pte Ltd
            179 River Valley Rd, #01-01 River Valley Building, Singapore 179033
            Tel: 6883 1525 Fax: 6883 1526 Company Registration: 199906106N
                        Front of ZoCard




                        Back of ZoCard




                         ZoMedia Pte Ltd
179 River Valley Rd, #01-01 River Valley Building, Singapore 179033
Tel: 6883 1525 Fax: 6883 1526 Company Registration: 199906106N
Campaign Details:

Client: Health Promotion Board
Start of Campaign: 7 April 2009
Cards Finished in Zo Store: 28 April 2009
Number of Designs: 1
Total Print Quantity: 30,000
Total Distribution Quantity: 29,700
Total Quantity of Returns: 300
ZoCard Account Manager: Baby Tai

Campaign Objectives:

Health Promotion Board initiated this campaign to reach out to the public and
create awareness on the harmful effects of binge drinking and alcohol poisoning.

Target Audience:

The campaign was targeted predominantly at youths who are easily and more
influenced by their peers to drink large amounts of alcohol.




                                    ZoMedia Pte Ltd
           179 River Valley Rd, #01-01 River Valley Building, Singapore 179033
           Tel: 6883 1525 Fax: 6883 1526 Company Registration: 199906106N
Campaign Execution:

The postcard consisted of a design by local designer and art educator eeshaun. The
cartoon graphics on the front of the ZoCard is quirky and fun, to grab the attention of
the younger crowd and encourage them to pick them up.

ZoMedia Pte Ltd distributed 30,000 cards on 454 ZoCard racks available Island wide.
Besides this, an additional SMS campaign was attached to the message at the back
of the card. The SMS call-to-action promo was introduced into the campaign to track
responses, gather feedback, develop a database, and overall evaluate the
effectiveness of the campaign, and more importantly the performance of ZoCard
against other more traditional media. The SMS campaign invited audiences to SMS
their answers to the questions related to Binge Drinking. To encourage participation, a
pair of movie vouchers would be given out to 50 lucky winners who took part in this
campaign.

On top of this, the contest was also extended to ZoCard’s monthly Win with Zo e-
newsletter. This also generated amazing responses from the public.

Campaign Results:

The campaign received an overwhelming response from the people who picked up
the cards because of the attractive graphic design that appealed to the masses. Out
of 30, 000 cards that were distributed on the racks, only 300 were left after 3 weeks
since the start of the campaign. The card seemed to be popular at food and
beverage venues, followed by shopping and entertainment venues. We also
observed at tertiary institutions.

With regards to the SMS and e-newsletter contest tied in with the campaign, a total of
331 email and 254 SMS responses were generated. This result, compared to recent
ZoCard campaigns such as REDKEN’s theblackparty sms and email campaign which
generated 118 SMS and 166 Email responses, has shown that HPB’s Anti-Binge
Drinking campaign has gotten at least doubled amount of responses. The good SMS
contest mechanics that encouraged the public to find out more on Binge Drinking
before entering the SMS and Email contest has definitely also helped to create
awareness and spread the message of Binge drinking, and ultimately made this a
successful campaign.




                                   ZoMedia Pte Ltd
          179 River Valley Rd, #01-01 River Valley Building, Singapore 179033
          Tel: 6883 1525 Fax: 6883 1526 Company Registration: 199906106N
                         ZoMedia Pte Ltd
179 River Valley Rd, #01-01 River Valley Building, Singapore 179033
Tel: 6883 1525 Fax: 6883 1526 Company Registration: 199906106N

								
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