Our solution was simple. We gave a young man a tough task: He was to say no to alcohol for an entire night, in the company of his drunk and unsuspecting friends. To observe their reactions, we set up hidden, manoeuvrable cameras in five different, likely locations. From there, the rest was up to them. And they didn’t disappoint. They called him names, spiked his drink with vodka, and basically did everything within their power to make him drink. The following morning, we surprised the friends, showed them our footage and confronted them with their behaviour. What we ended up with was a simple, extremely authentic reflection of the youth’s reality, served with a meaningful message that invited the youth to discuss their own role in all of this.

To grab the target group’s attention, we launched the campaign with a short, eye catching trailer. If they liked what they saw, they could jump right to the full film with a length of four minutes and 25 seconds. To keep high relevance over the campaign period, we regularly released four shorter films of unseen footage that dived deeper into the thoughts of those involved, as well as behind the scenes material that was made prove the campaign’s authenticity. All films linked back to the full experience, who kept getting views past the planned period.

With Denmark’s small population of just 5.6 million people in mind, the impact was already huge after only one week. Also, keep in mind that our target group (men and women aged 15-25) at that time consisted of no more than roughly 680.000 people on Facebook, which makes the campaign’s results and impact even that more impressive:

Impressions 5.400.000

Total reach 2.500.000

Organic reach: 1.000.000

Engagement: 38.000

Interactions: 400.000

Likes: 25.000

Shares: 6000

Views 1.200.000