In a campaign that has run throughout the festive season, and continues until the end of the month, the Manchester-based agency has utilised mobile projectors to display the current Home Office drink awareness TV ads (‘would you start a night like this?’) onto walls and buildings around the city’s social hotspots.

The projections ask revellers to turn on their Bluetooth settings on their mobiles, which then enables each sex to receive GIF images warning them of the dangers of excessive drinking.

Gender specific messages are also sent, asking girls if they’d get into cars with men they’ve only just met and boys if they’d smash a pint over someone’s head.

Gencia has used Bloowire units to deliver the information – claimed to be the world’s most powerful technology of its kind,

Bluetooth and the bingers

Agency director Christina Nicolaides said of the project: “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.”
 
She also stated that the firm has “more big plans in the coming months” to utilise the technology to help other clients meet their marketing needs.

Gencia was appointed to the current task by Liverpool Trading Standards in association with Merseyside Police.

In a second burst of activity later this month the agency will be sending out a free alcohol units calculator to drinkers, allowing them to keep a track of their night’s consumption.

Gencia also works with the  Co-Op, Carphone Warehouse and Norwich Union.

www.gencia.co.uk

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Comments (8)

2  By Christina Nicolaides , on 20-01-2009 13:18 All valid points and they will be taken into consideration. The exercise is to raise awareness and get the message out. The 'extras' you mention are all in place for the 31st Jan which is when we are next running the campaign. It takes place in Concert Square, Liverpool. Report

8  By Rob , on 21-01-2010 18:57 Hello, sorry that I am a bit slow and have just found this blogg, but as the preferred supplier of Bluetooth messaging services to Merseyside police along with the fire and rescue and several councils on Merseyside, then we should get a mention? Gencia may be offering a scheme to the police and council to rent a system and the people to operate it, but we actually supply the equipment that is owned and used by the force and have done for nearly two years. and will be expanding this in the area in 2010 after good results in fighting crime and disorder. Thanks for listening?? Report