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Lion New Zealand refreshes alcohol learning platform with mobile-friendly features


By Shawn Lim, Reporter, Asia Pacific

November 27, 2019 | 3 min read

New Zealand alcohol company Lion has seen an increase in visits to its alcohol education platform, Alcohol&Me after an interactive makeover.


Lion tapped creative agency YoungShand to create a mobile-friendly and immersive experience that is engaging to users.

Launched in 2013, Alcohol&Me aims to educate Kiwis on how alcohol affects the body and mind, empowering them to make smarter drinking choices. However, the platform was unable to keep visitors engaged for long periods as it was not built for mobile, which most were accessing the platform from.

Lion tapped creative agency YoungShand to create a mobile-friendly and immersive experience that is engaging to users.

The new features include interactive standard drink pour, designed to give users a more real-world experience so they can learn how to pour a standard drink by sight. An update to the interactive blood alcohol simulator shows users exactly how male and female bodies process alcohol throughout a night, depending on the number of drinks consumed.

The Kirin-owned brand claimed that since the makeover in July, over 40,000 Kiwis have visited the platform, which is a 945% increase from the same period in 2018. There were also over 12,000 goal completions, a 2% bounce rate and average time on site of over seven minutes in the first month.

“The Alcohol&Me brand has grown organically from very humble roots, but seven years on, there was a big disconnect between the user experience in our face-to-face workshops and the online version of the programme,” said Jude Walter, the programmae manager of Alcohol&Me.

"We knew from participant research that the content was good, but it was no longer engaging enough to hold people’s attention online.”

He added: “We knew the upgrade would reap benefits, but the response from users to date has far surpassed our expectations. Right from the start, the YoungShand team just got it – they listened to what we wanted to achieve and then set about finding new and exciting ways to deliver this. The result is a site that we are all very proud of and one that will continue to help kiwis to stay safe and sociable when they drink for years to come.”

Alcohol&Me by Lion New Zealand

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