STRATEGY:

Shopkeepers have to challenge customers they believe to be under age on certain purchases including alcohol.

 

If the person doesn't have ID on them, it can get awkward pretty fast. It can even lead to violence.

 

Our solution was to remove the conversation by providing retail outlets (Spar in this test) with eyecatching POS.

 

That 'pre-empts' the question, diffusing the situation with a clear example and a simple headline.

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OUTCOME:

We have no idea. The client left for a new career and nobody ever got back to us. ​