2013 Results

CAT 26 - Mobile Communications (BC)


Forsman & Bodenfors (SWEDEN)

Systembolaget, The Swedish Alcohol Retail Monopoly: "Level .06"26-00948-BC


Copywriter(s): Johan Olivero

Art Director(s): Joakim Blondell

Interaction Designer: Johan Wingård

Webb Producer: Peter Gaudiano

Account Executive: Leif Sorte

Account Manager: Jessica Sjollin

Web Development: Monterosa

Media Agency: CARAT

Advertiser's Supervisor: Anna Larsson, Åsa Hessel, Malin Forsman

Short explanation

We started with the fact that half of all heavy drinkers in Sweden actually want to drink less. But as we all know, changing one's behavior is hard. Almost impossible if you don't have a clear goal. So we introduced a clear goal for people who want to drink more moderately: Keeping your blood alcohol content below 0.06 percent. (The point where the positive effects of alcohol are at their peak.) And an app that helps you do it.

According to the World Health Organization no campaign in the world had ever managed to get people to drink less. So instead of just telling everybody how to behave in TV, print or other advertising media, we created a practical tool for people who already wanted to change their behavior. A free app for their phones, which they already use all the time when they're in restaurants and bars. Scientists have known for years that the positive effects of alcohol decrease when your blood alcohol content exceeds 0.06 percent. But it's been difficult to act upon, until now.

The app was covered by all leading Swedish media and became a conversation piece at bars, restaurants and private parties all over Sweden. It quickly became the most popular free app at both App Store and Google Play. In a few months it's been downloaded by almost a quarter of all smartphone owners in Sweden. And it continues to spread, since four out of ten users tell their friends about it. Most importantly: 24 % of the app's users have reduced their alcohol consumption. This kind of change in behavior has previously only been achievable with individual counseling.