Background

Over the festive period drink related incidents increase drastically in any city centre.

Challenge

Using groundbreaking new technology, Gencia brought home a serious Government message to drinkers in Liverpool city centre.

Solution

Gencia utilised 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.

Gencia promo’ girls also visited various bars to encourage people to turn their Bluetooth on so they could receive the units calculator application in the campaigns second phase at the end of January. This was free to receive and helped revellers work out how many units they had consumed. Over a two hour period 1,248 handsets were contacted, resulting in 722 successful downloads.

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