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Ruset med IQ-initiativet

Case24 June 2024
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Ruset IQ-initiativet

Ungdomar dricker idag mindre alkohol än tidigare generationer – ett faktum som väldigt få av dem är medvetna om eftersom alkohol fortfarande förknippas med att vara cool. Genom att sprida medvetenhet om den nya normen hoppas IQ-initiativet att fler ska identifiera sig med den positiva trenden och känna sig stärkta att tacka nej till eller fatta mer medvetna beslut när det kommer till alkohol. Något som i sin tur bara skulle stärka denna samhällsförändring ytterligare.

Samtidigt tillbringar en majoritet av denna åldersgrupp ett antal timmar varje dag på TikTok. Plattformen tillfredsställer deras behov av att bli underhållna, vilket ny forskning visar, är ungdomars primära syfte med att använda sociala medier. Så för att nå denna trendkänsliga, reklamtrötta och underhållningssugna publik bestämde sig IQ för att förmedla sitt budskap genom en dramaserie. Och det på plattformen där de alla redan hänger.

Ruset, Sveriges första dramaserie på TikTok, kom till liv. En serie i 10 delar om en ung tjejs hemliga förälskelse i sin bästa vän och det plötsliga behovet av att bestämma sig för om hon ska erkänna hemligheten eller inte. Ett stycke fiktion som utforskar komplexa alkoholrelaterade ämnen som grupptryck, oroskänslor och hur man reflekterar över sitt eget alkoholbeteende.

Kampanjen började med en aktivering där målgruppen bjöds in för att provspela för en av huvudrollerna i serien. Detta gjordes exklusivt på TikTok, där användarna instruerades att “duetta” IQ:s castingvideor genom att läsa från det faktiska manuset, sida vid sida med traditionellt castade professionella skådespelare. Det fantastiska engagemanget satte tonen för resten av kampanjen, med mediabevakning i print, online, på TV, radio och på TikTok som sträckte sig över hela sex månader mellan castingaktiveringen och seriens premiär.

Premiären innehöll ett exklusivt press- och kreatörsevent, samt en rikstäckande kampanj på tunnelbanestationer, gallerior, universitet, online video och på sociala medier. Varje dag släpptes ett nytt avsnitt på TikTok. Avsnitten fortsatte i tio dagar i rad tillsammans med reflekterande, djupgående innehåll och korta outtakes.

Allt som allt blev castingen och lanseringen på TikTok en unik kombination av spännande, hjärtskärande drama och fantastiskt publikengagemang.

Se mer om Ruset här:

Arbetsgrupp

IQ

  • VD: Mojtaba Ghodsi
  • Varumärkesstrateg: Åsa Markén
  • Digital kommunikatör: Olivia Giltze
  • Projektledare: Johanna Bringefält
  • Projektledare: Sara Dinwiddie
  • Digital strateg: Charlotta Ulvenlöv
  • Projektledare: Selena Bahto Sehic

ABBY.WORLD

  • Kreatör/Producent/Head of Content: Jonas Eriksson
  • Producent: Amanda Nordlöw
  • Kundansvarig & Projektledare: Louise Ljungberg
  • Planner: Johanna Lindberg
  • Produktionsledare: Louise Persson
  • Designer: Alexander Hedström
  • Art Director: Adam Radi
  • Copywriter: Lina Franzon
  • Creative Director: Oskar Hellqvist
  • Content Creative: Moa Sewerin
  • Designer: Agnes Åkervik
  • Art Director: Matilda Blomqvist
  • Event Coordinator: Noel Montti

Wavemaker

  • Client Manager: Josefin Ogesten
  • Client Director: Louise Michalowski

GroupM Nexus

  • Influencer Marketing Specialist: Denise Nyberg
  • Concept & Content Manager: Kristin Larsson
  • Social Media Lead: Michaela Druse
  • Paid Social Coordinator: Erica Rajnai Persson

Produktion

  • Regissör: Rojda Sekersöz
  • Manusförfattare: Sofie Forsman
  • Manusförfattare: Tove Forsman
  • Talents: Wilma Lidén, Sabina Ddumba, Fabian Penje, Juan Carlson
  • Filmfotograf: Iga Mikler
  • Klippare: Ali Alsalem
  • Scenograf: Emelie Ekenborn
  • Hair & Make: Daniela Mengarelli
  • Produktionsledare: Astrid Stang-Lund Sanne
  • FAD: Sam Safinia
  • Property master: Maria Chifflet
  • Property master: Jennie Boqvist
  • Property master: Molly Carlzon
  • Assistand property master: Louise Svärdman
  • Ljud: Felix Aneer
  • Ljuddesign: Felicia Steen Holm
  • Ljuddesign: Johan Johnson
  • DIT: Philip Bengtsson
  • First assistant camera: Joel Brunskog
  • Second assistant camera: Smilla Frykholm
  • First assistant camera: Charlie Jansen
  • Best boy: Oskar Lundh
  • Gaffer: Peter Övgård
  • Stylist: Mia Andersson
  • Stylist assistent: Lisa Pyk
  • Online editor: Hampus Lindén
  • Grade: Martin Steinberg
  • Music supervisor: Li Stanley
  • Music supervisor: Rasmus Thord
  • Produktionsassistent: Oscar Cassel
  • Runner: Einar Thorén

Relaterade artiklar

Wavemaker nominerat i European Search Awards för Arken Zoo
Wavemaker kammar hem tre priser i Mixx Awards
IQ, Abby World och Wavemaker vinner Greatest TikTok i Nordic TikTok Awards

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