Digital Communications Conference

Going mobile at Drinkaware

Ben Butler, Head of Digital, Drinkaware

Five things I’ve learnt about mobile

By Ben Butler (aged 32 years and 25 days)

Drinkaware was set-up in 2007

To increase awareness of:• Why and how to drink safely and responsibly. • The impact of alcohol misuse on the health and well-

being of individuals, their families and communities.

Improve attitudes towards:• Motivation and personal responsibility to drink sensibly.• Binge drinking and drink-related disorder.

Effect positive changes in drinking behaviour

Targeted campaigns

Parents and young people • Encouraging parents to talk to their children about

alcohol before they start drinking

Young adults aged 18-24 years old• Sensible drinking tips to prevent a good night going bad

All adults• Awareness of alcohol units and health-related harms

1. 2011 is the year of mobile

(... No, I really mean it this time)

UK mobile usage

• 48.5m mobile subscribers in the UK

• 35% of all new phones sold are smartphones

• 91% of mobile users keep their phone within one metre of them 24

hours a day

• 65% use smartphones to kill time when travelling to work

• 91% use smartphones during downtime in work

• 20% of internet traffic is mobile (UK)

Traffic to Drinkaware.co.uk from mobile sites has increased by nearly 200%

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2010/2011

2009/2010

Top 10 pages accessed via mobile devices

1. Unit calculator2. Homepage3. Drink driving4. Calories in alcohol5. Alcohol poisoning6. Dealing with a hangover7. Alcohol and breastfeeding8. Are you ready to cut down?9. Guide to units and measures10. Tips on cutting down

…but there are questions we still need to answer

• Are we optimised for mobile?• Is the site mobile friendly and not just accessible via mobile devices?• Is it a fully functional mobile site and not just a ‘website on a mobile’?• Have we factored in our audience’s mobile needs?

2. Understand how mobile fits with your objectives and your audience

…and therefore understand how you should be ‘doing’ mobile

“It is only when you understand how mobile fits within your plan and within the lives of your target audience that you

can begin to set its objectives. This objective may be reached via a mobile site or app, perhaps even driving

downloads of that app... But the app production or use of a QR code cannot be the objective, planning mobile from

day one helps avoid this.”‘How to get started in mobile’ - IAB

Campaign aims and objectives:

• Reduce frequency of drunkenness

• Decrease social acceptability and desirability of drunkenness

• Promote and increase adoption of tips

Why let good times go bad?

G o o d Tim e s Bad Times

Contextualise the Tipping

Point

Our insights1. Users want to get ‘good drunk’ – i.e. not step over

their tipping point

Provide practical and fun tips and help to help them stay the right side

2. Their tipping point is often unknown

Provide them with a fun way of understanding their own limits to keep good nights lasting longer

3. We have little place currently in their social & conversational world.

Frame the debate in their world, with their content on their device

4. What their peers think and their social standing is paramount

Embrace social networks that keep them connected but deliver personal tips and tools to keep a good night good

Our audience : A night in the life..

• Invite a group of friends to a night out – detailing start, end time/date and location

• Debate where to go

• Invite a group of friends to a night out – detailing start, end time/date and location

• Debate where to go

• Proactive tip –time to eat before we start

• Check that friends are on the way

• Proactive tip –time to eat before we start

• Check that friends are on the way

• Review personal and peer group posts

• Self evaluate• Debate - WGTWB

• Review personal and peer group posts

• Self evaluate• Debate - WGTWB

• Drink capture• Post private

pictures and comments

• Rate good/bad time

• Tip – water time• Help – time to bail.

Call a taxis!

• Drink capture• Post private

pictures and comments

• Rate good/bad time

• Tip – water time• Help – time to bail.

Call a taxis!

…A mobile app is the answer

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It is the only lifestyle tool that:

• is with them 24/7 on the night and after the night

• enables co-creation & participation

• always on and always connected

• automatically captures your location

• can capture the moment in photos and comments

3. Provide utility and offer value

…why would they ever voluntarily engage with the ‘fun police?’

Industry apps

Responsible Drinking

• BAC Calculator• Big Night Out• Can I drive yet• DrinkSafe

Branded Apps• Heineken - Know

the signs• Carlsberg -

CatNAV• Smirnoff - Time

out• Stella Artois – Le

Bar guide• Diageo – TheBar• Guinness – Rugby

Responsible Drinking : Wide selection of apps to track drinks and BAC. All single purpose and mainly formal. Unlikely to engage with majority of 18-24yr olds

Branded Apps: Majority of apps provide a location based service with the ability to find a bar which serves their ‘brand’. Others align with their sponsorship to deliver integrated media offering from Guinness and Rugby to Smirnoff & timeout. Half do not link to brand in their name

General market

Location• Foursquare• Yelp• Around me• GoWalla

Social• Facebook• iloader for

facebook• Twitterific• G-Wizz! Social

Night out• Last night never

happened• Squark!• Call a taxis• Lynx stream

Location : Key differentiator of mobile ‘location’ is key to delivering successful utility apps. These examples are all based around delivering ‘offers’, ‘info’ or sharing reviews/experiences based on a users location

Social : one of the more popular categories with this segment, although most popular apps are not the ‘official’ social network app, but those that enable aggregation or posting easier - e.g. G-Wizz! Or Twitterfic.

Night out : Selection of individual utility apps that range from providing info on taxis & locating friends to collating or deleting a stream of social network posts.

Capture, track and relive your night

‘Good times’

• Ever forgot what happened last night?

• Ever lost a friend on a night out?

• Ever wondered if someone got home safely?

• Ever wish you hadn’t had that last drink?

• Ever wished you didn’t feel embarrassed by the night before?

• Ever wanted help on a night out?

If the answer is “Yes’ to any of the above here’s the app for you…..

The solution :‘Good times ’ application

Keeping the good times going

1. Tracks friends

• See where you and others went during the night

• Live GPS tracker of who went where, when

• Stay safe – See when others have arrived home safely

2. Documents the good times

• View live scrapbook of everyone's pictures, posts on one place sorted by friend, time & location

• Pictures and posts rated ‘good times’ or ‘bad times’

• Relive, upload an comment on the night the morning after with your friends

Your tools, when you need them

1. Help

• Access to taxis wherever, whenever you need it

• Tips & Tricks on keeping sober during the night to dealing a hangover the morning after

2. Drinks tracker

• Capture what you drank and the effects on you & the night

4. Be positive and integrate

(…That’s really a 4(a) and a 4(b))

G o o d Tim e s

Driving engagement – we are on a journey

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Yesterdays audience :

Offline Posters

Today’s audience:

Digital, mobile & social

Out of home media

How will it be promoted?

On & Off Trade Media

Out Of Home Media

WLGTGB

Mobile site

WLGTGB

Applications

Targeted mobile media

Social

Media

Digital display

PR

5. Evolve and refresh

(…and keep it interesting)

The future…

Provides a platform for more relevant partner collaboration, sponsorship and even revenue generation…

Any questions?