Leading Manchester digital agency, Gencia, is using groundbreaking new technology to bring home a serious Government message to drinkers in Liverpool city centre.

The team has been appointed by Liverpool Trading Standards in conjunction with Merseyside Police to run a Drinks Awareness Campaign. It utilises the latest mobile and Bluetooth technology in the first campaign of its kind in the North West.

The awareness programme started over the festive period and runs throughout January. It features mobile projectors projecting the current Home Office drink awareness TV adverts (Would you start a night like this?) onto walls and buildings around the bars and clubs in the city. The projection instructs both boys and girls to ‘turn on your Bluetooth now’, with each sex receiving relevant GIF messages warning of the dangers of drinking; men are asked whether they would smash a pint glass on someone’s head and women are asked whether they would get into cars with men they’ve only just met.

The concept aims to raise awareness of the dangers of binge drinking right at the point of purchase in a hard hitting and memorable way.
 
Gencia is using their own Bluetooth units ‘Bloowire’ the worlds most powerful Bluetooth marketing system, to deliver the drink awareness message, which also reaches any phones within a 100 metre radius.

Christina Nicolaides, Gencia Director, said:
“This is an exciting campaign for us to deliver as we don’t believe any agency outside of London has used this new technology yet. The projections have so much more visual impact than leaflets and create immediate talkability. Clients also benefit as it’s cheaper and more effective, plus we are able to track the delivery of the message on the system to report back effectively.

“We have more big plans in the coming months to use the technology for other clients and make the most of some of the features such as delivering games.”

Dave Horsfield, Liverpool Trading Standards added:
“Binge drinking is a serious problem in many city centres across the UK so we are keen to educate those out in Liverpool about the dangers they can face and hopefully avoid any unnecessary incidents. The initial phase was well received by the public on the night and were looking forward to seeing how many people have interacted and received the applications.”

Gencia also plan to deliver an alcohol units calculator application in the campaigns second phase at the end of January which will be free to receive and will help revellers work out how many units they have consumed.