BRAM DER KINDEREN

CREATIVE

SUSAN VAN OOSTERHOUT

ACCOUNT DIRECTOR

MILOU VAN DER POEL

PLANNER

REBECCA POLAK

PRODUCER

Background & Summary

The meaning of binge drinking varies.

To simplify things we have chosen this meaning:

a woman maximally can have four drinks per two hours

and a man maximally can have six drinks per two hours. For many people this max is an understatement to what

they really consume. Question however is why?

Simple, because they can and because friends make it

out to be cool. You probably would like to know at whom we will aim? Our given target group is 18 to 25 years old.

But we will especially aim at the modern youngsters who game

or use a lot of electronic devices.

We see it as our task to inform youngsters through games with humor but wisdom as well.

By collaborating with game developers a variety of MAX

EDITION games will be launched. These MAX EDITIONS are additions to the original games and will mainly be fun. This is

all supported by the overall campaign to increase the

awareness of binge drinking.

This document is based on the example game, Call of Duty, but will

be applicable to all other games. (except it's design)

Insights

1 Youngsters won't spontaneously

seek information, entertainment is needed!

2 Entertainment Education causes change within health behavior

throughout popular media

3 78,9% of youngsters (Dutch) play at

least on a weekly basis

4 While gaming you are focused for a long time

Check out this video: http://youtu.be/y-GxrtLQRVQ

Aim

Creating awareness amongst gamers and

change the social attitude of youngsters towards binge drinking because binge drinking ain’t no game!

Objectives

Create an interest in MAX EDITION GAMES within two weeks of the release.

The target group will create a MAX EDITION GAME three months after the campaign has been launched.

Successfully create a live-event around THE MAX EDITION GAMES a year after the campaign has been launched and

break LAN gaming record.

Overriding Aim:

The gaming community doesn’t only exist out of the primary target

group. We hope to educate the younger gamers (13-17) as well.

This way we introduce them to the and the health risks involved

with binge drinking which will create early awareness and prevent binge drinking on a long term.

MAX EDITION games

Logo

The MAX logo is made from a combination of a bottle of

alcohol and an game controller. The name MAX is

prominently present in the logo. This way it only takes one look to understand what campaign it is about.

Games

In collaboration with the game developers new additions for existing games will be made. These new editions are called

MAX EDITION games. In these editions it’s for example

possible to consume alcohol and gain special abilities. In

each game there is a different approach of creating awareness of binge drinking.

Website

The portal of the website gives a choice between games, or,

if you clicked on a link in the game itself, you get directed to the right part of the website automatically. This part of the site is

designed in style of the game and leaderboards are shown. There

also is information available about the quantity of alcohol you

consumed in the game and what it’s effects were in the game as well as in real life.

Poster

The game poster (for example call of duty) is in the same design as the original game, with the MAX logo added in the design of the

particular game.

Strategy & Tactics

1 At the launch of the campaign the target group will be engaged

through a SWAT-team that will emerge after an unsub drinks too

much. At this point multiple cameras will film the fuzz that is going

on. These cameras are installed inside the bar, on the members of the SWAT-team and inside their van. The tapes shot will be used for

promotional purposes only and put on the YouTube channel of MAX.

This easily can be spread amongst youngsters but to make it

extravagant phrases of the movie will be shown on billboards as well.

Selected target group: youngsters between 18 and 24 years old

who will game and drink.

2 THE MAX EDITION of the games will be launched. At this point

awareness is created and after they finish a level within an edition

they can share their achievements, leaderboards and their alcohol percentage. This can be shared on media such as social media, the

website and forums.

3 When the target group is online they can participate in the

thinking process of a new game. Also there will be a change to

create a special meme and post it on sites like 9gag. This way we

engage the target group.

4 A year after this has passed a live-event will take place in the

capitol of the country where the highest scores were set. The new

MAX EDITION game(s) will be launched and we will try to set a

record for the Guinness Book of Records by organizing a giant LAN party.

Involved parties will be: game developers, app developers, 9gag,

partners (such as PlayStation, Xbox, Nintendo, Steam) and of course MAX.

( BRAM )

Creative brief part 1

Purpose

Make youngsters from Europe

between the ages of 18-25

more aware of the risks of binge drinking in a fun way.

Target group

1. Youngsters between 18-25 years

old in Europe, who play games

2. Males and females from different

ages, who play games

Reason why

Youngsters find amusement and

entertainment really important,

so it’s a really good way to inform about health as well.

Unique Selling Proposition

The use of THE MAX EDITION

GAMES is to inform but its goal is

to do it sneaky so the fun is on the surface.

Amusing Informational

Humor Tonality Fun

Concentration Interaction

Popular Challenging

Desired response The target group will experience fun and create awareness while playing games. In the games they are triggered to interact with social media, friends and the website which will create more awareness and start a social mind change when it becomes to binge drinking.

“What we’re seeing in games is art at a world-

class stage design that is almost unmatched anywhere else. It has been very exciting to me

to see so many ideas that integrate social good

and efforts to make the world a better place into

games.”

- Al Gore

Creative execution

Each game will have a different creative execution which comes out

of a collaboration of the creative team and the game developer.

This whole document shows an example based on the game 'Call of

Duty'. The creative team will ensure the message 'THIS IS THE MAX' and the overall design of MAX will come into its

own in the game and the design of its campaign.

Media recommendations A guerilla action will start the campaign, a SWAT-team will drop in

to local bars and this will be captured on film and send to YouTube.

Gamers are the main focus of this campaign; a buzz will be created

so players will inform their friends. Leaderboards will create competitive behavior amongst gamers.

The usage of traditional offline media will be limited; the main part

of our media strategy will take place in videogames.

It will be possible to share results and achievements through social

networking sites. In-game and in-app advertising is highly

recommend so players can instantly download MAX EDITION

games. Banners will be necessary to create awareness of the MAX campaign.

Visual

Media plan

Results

Direct results:

Web Analytics of all websites, advertisements and leaderboards

Sales of games Downloads of games Social Media Metrics

Long-term results:

Comparison of awareness-surveys Comparison of social behavioral studies

References

“Oh my gosh! What a wonderful idea!

What do I have to do to help? How clever as well that you come up

with such an idea to help youngsters!” Annalize, Head of Public Relations,

Rockstar Games, USA

MAKING OF INSPIRATION (4,5 minutes):

http://www.youtube.com/watch?v=TXcnYsuDk3s

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