Alcohol Change / Dry January® Try Dry® app
Inspiring new audiences to transform their relationship with alcohol
Boss It with Try Dry®
The challenge
The Dry January® challenge is a cultural phenomenon. But the majority of people are unaware they’re missing out on helpful resources from Alcohol Change UK that can double their chances of success.
The Insight
Nobody sets out to fail at the Dry January® challenge, so we needed to motivate people with the feeling of accomplishment and highlight the Try Dry® app as the tool that can help them do it.
Watch ‘Bossin’ the Booze’ with Razor, Motty, and Franks
The Platform for Change
We brought to life the feeling of BOSSING the Dry January® challenge, using a suite of fictional and humourous characters across a core ad campaign in digital and OOH formats.
THen we expanded the campaign impact and the messaging with PR activity, by using relevant impact stats and an engaging film where footballing legends open up about their relationship with alcohol.
Impact
5%
We effectively shifted the demographics of new app users, with a 5% increase in the proportion of people aged 55-64 and a 7% shift towards men.
21m
The core digital campaign gained over 21m impressions with the PR securing 394 pieces of quality coverage.
Coverage
The campaign was covered widely in the media, including the Daily Mirror, The Daily Mail and Men’s Health.