Young people didn’t want to show their id at the BOTTLE SHOP.

The best way to get someone to do something, especially young people, is to make them think it was their idea.
So, instead of a boring behavior change campaign, we leaked a ‘secret discount code’ that involved proactively showing your ID.
Then leaked the code to Influencers, for young people to ‘discover’.
And made them think it was their idea.

The ‘secret code’ was used by more than 8000 people in the first week.