IQ-Initiativet
Ruset
Love burns brightest in the chaos. Sweden's first drama series on TikTok captures the wild highs and crushing lows of nights that spiral out of control. Ruset is the integrated content campaign that portrayed young people's new drinking habits and sparked conversations that reached far outside the scroll.
Challenge
Young people today drink less alcohol than past generations. A fact few of them were aware of. Mostly because alcohol is still associated with being cool and culture still portraying alcohol according to old norms. But by spreading awareness of this new norm, IQ wanted more people to identify with it and feel empowered to make more conscious drinking choices.
Solution
Ruset is a 10-part drama about a young girl’s secret infatuation for her best friend, and the sudden need to decide whether or not to confess her secret. A piece of fiction that explores complex alcohol-related topics of peer pressure, feelings of worry and how drinking affect you and those you care about. It all started with an activation where the target audience could audition for one of the lead roles using TikTok's Duet feature. The premiere included an exclusive press and creator’s event, as well as a nationwide OOH/DOOH campaign, OLV and on social media. Each day, a new episode was released alongside reflective, in-depth content.
Results
The massive engagement received on the casting activiation set the tone for the remainder of this campaign, with media coverage in print, online, on TV, radio and on TikTok spanning the entire six months between the casting activation and the series' premiere. After the series was released, and even more press coverage, IQ saw that best results from any campaign ever. Record-breaking view-times, 1,5 million organic views, over 150 000 likes, and a staggering 71% of viewers stated that they had changed their drinking behavior after watching. Up from IQ's precious average of 29%.
Out-of-home advertising in central Stockholm.
Ruset premiere, Stockholm.
