"Enjoy Safety"
SOCIETY
BUSINESS: 477 PRACTICES
TOPIC:
Initiative
SUBMITTED FROM:
ΟΛΥΜΠΙΑΚΗ ΖΥΘΟΠΟΙΙΑ ΑΕ
Objective Action
The aim of the campaign is to inform the public about responsible consumption before or during water sports. For the campaign, a different approach from the established ones was adopted, aiming at the successful transmission of the message. With inspiring and creative content, it was achieved not only to inform the public and strengthen responsible consumption, but also to significantly increase the popularity and awareness of the aims of the M.K.O., Safe Water Sports.
Target Audience
Men and Women aged 18 – 64 years.
It is aimed at the wider audience of the Greek market with an emphasis on beer and summer sports lovers.
Duration
4 Months (May - August 2019)
Description
Olympic Brewery S.A. in collaboration with M.K.O Safe Water Sports jointly created a campaign with the aim of fully informing the public regarding safety during water sports, especially during the summer season. The main vehicle of the information campaign is a spot starring Safe Water Sports ambassador and European swimming champion, Yiannis Drymonakos, who creatively communicates the resounding message that responsible alcohol consumption must always follow and not precede or be combined with any activity in the water. The specific synergy of Olympic Brewery stems from the company's own Purpose "We brew for a better today and tomorrow", staying true to its commitment to promote the responsible consumption of its products.
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Impact on Society
• Publications of articles in the media: 94 articles with Estimated Reach: 4,098,437
• Creation of a Media Event with the attendance of 34 representatives from major media.
• Advertisements in the Digital environment on 28 websites: Total Impressions: 7,174,332, Total Unique Users: 2,645,353 and Total Clicks: 93,321, during the period 30/05/2019 – 31/07/2019
•Campaign viewing statistics on YouTube from the Olympic Brewery channel: Total Impressions: 918,420, True View Rate: 38.36% and Complete Views: 36%, during the period 06/14/2019 – 06/30/2019
Initiative Location
Greece
Working with Organization
Safe Water Sports: Safe Water Sports is a non-profit association whose main objectives are to inform and raise awareness of citizens on all matters related to activities (sports and recreational) in water, with a particular emphasis on safety and prevention issues of accidents as well as strengthening the broader institutional framework for safety in our country.
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Workers Participation
Olympic Brewery SA, Safe Water Sports & V+O
Benefits for Οrganization
• The Safe Water Sports application saw a 30% increase in downloads during the period the campaign ran, compared to the corresponding period in 2018.
• The Safe Water Sports website, during the campaign period, had 48,000 users. Compared to 2018, there was a 233.4% increase in traffic.
• 903 Views of the TV spot on Greek TV channels.
Connection with Global Goals
