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| CLIENT |
COI |
| CAMPAIGN |
Talk to Frank |
| SERVICE |
Online Advertising |
| TERRITORY |
uk |
| OFFICE |
London |
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| The Challenge |
FRANK launched an integrated campaign to assist young people and their families in finding open and honest information about the effects of drugs.
Focusing specifically on the risk of Class A and other illicit drugs, FRANK's aim was to open up discussion and debate about drugs and encourage the target audience to seek further help or advice. FRANK also wanted to build credibility and enhance Frank's reputation as an expert on all drug matters and to drive traffic to talktofrank.co.uk.
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| The Solution |
Targeting both genders between the ages of 11-18, the audience was split into two groups, ‘contemplators' and ‘dabblers'.
Profero produced creative work focusing on vulnerable young people adopting serious and edgy messaging to match the mindset of this audience, who have experienced the ups and downs of drug taking first hand within their family or community.
Incorporating an innovative approach to interactive ad formats, Profero reflects the concept of FRANK's credibility skilfully. In the Drug ‘n' Drop execution the user is able to drag a drug from the selection of drugs in the banner space, onto the teenager in the skyscraper. Sampling each drug, the teenager reveals the different effects of each drug.
The online campaign uses a strong illustrative design that is consistent throughout all of Frank's advertising, creating strong brand recognition amongst the target audience.
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| Results |
So far the results have been staggering. Interaction rates have reached up to 21.43% on the Ecstasy expandable banner, which demonstrates that the ads are massively succeeding to engage the target audience. So far all of the interactive executions have achieved a click through rate much higher than the industry standard, with the highest being 0.62% in the Drug n Drop execution.
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