Dosist ''Not Available in Canada''|海报/平面|广告营销案例【ADGuider广告指南】

Dosist “在加拿大不可用”

案例简介：为什么这项工作与集成相关？该活动围绕着中央沟通，dosist和他们获奖的大麻产品的许多健康益处 “在加拿大没有” 这些公式包括睡眠失眠，平静的焦虑问题，缓解疼痛，等等。在加拿大不可用的消息一直在一系列媒体中表达，包括OOH，OLV，社交，付费搜索和显示。所有活动元素都驱动到一个中央宣传中心 (NotAvailableInCanada.ca)，邀请消费者采取行动支持在加拿大提供产品。描述您所在国家/地区有关健康和健康通讯的任何限制或规定，包括: 大麻广告在加拿大受到严重限制: 没有关于大麻产品的健康声明不允许进行价格或分销、证明或背书的交流不允许OOH中的产品图像在Facebook、谷歌上禁止大麻健康声明与吸引年轻人的生活方式元素没有关联 (即活力) 健康和健康工作必须证明它如何符合 “改变生活的创造力” 的标准。为什么你的工作与健康相关？加拿大人是世界上受失眠、抑郁和阿片类药物危机影响最严重的人之一。 Dosist的科学支持的治疗大麻产品是一种有效的替代产品，赢得了《时代》杂志和FastCompany的声望。由于该品牌被加拿大休闲大麻合法化不公平地排除在外，这场运动激起了公众对获得dosist的强烈抗议。背景情况: Dosist是一家位于加利福尼亚的大麻健康公司，通过严格的测试和科学，该品牌开发了世界上第一个剂量控制的大麻设备。《时代周刊》、《快速公司》、《连线》、《彭博》等在全球范围内得到认可，这一突破为消费者提供了一种替代方案，针对失眠或疼痛等特定需求。随着 2018 年 10 月 17 日娱乐性植物大麻合法化进入加拿大，该品牌准备扩展到加拿大。这是一个巨大的机会，但我们也面临着巨大的障碍。最大的问题是dosist的治疗性油基产品仍然是非法的，被大麻法案明确排除在外。此外，大麻广告限制很大。简介: 我们的任务是推出一种新的健康和健康技术产品，该产品未经联邦批准或允许上架。目标: 增加政府对大麻立法变化的支持产生消费者需求dosist的产品和有针对性的健康益处大幅增加dosist的消费者电子邮件数据库描述创意 (20% 的选票) 为了揭示这个想法，我们磨练了加拿大的一个关键见解。加拿大人天生与美国人竞争，而加拿大获得优质医疗保健的优势一直是他们的骄傲。但同样的骄傲意味着，当加拿大人发现有效的、经验证的和/或获奖的治疗选择可供美国人使用，但不是他们，这激起了他们的愤怒。因此，我们不仅仅是推出一个品牌，而是通过引入 “加拿大不可用” 活动来发起一项事业。这个总体概念使我们能够通过传达dosist缺乏可用性来合法地传达他们的许多健康益处，允许该品牌以其他大麻品牌在加拿大无法解锁的方式推出。描述策略 (30% 的选票) 目标: 健康爱好者。年轻 (21-35 岁)，受过教育，有创造力，富裕，大部分是城市。进步的思想家，他们超越公认的规范来改善健康。方法: 尽管普遍的医疗保健，加拿大人正在遭受痛苦 (第三大睡眠不足的国家，情绪障碍花费经济 ~ $ 50B/年，阿片类药物危机) 我们面临的挑战不是合法化，而是自满。当注意力集中在娱乐性大麻上时，我们开始了新的对话，赋予加拿大人控制自己福祉的权力。集成: 我们的目标看到了与他们的特定需求相关的信息，这一点至关重要。但是我们面临着一个大问题: 平台无法与大麻品牌合作。为了克服这一点，我们将我们的活动定位为PSA，为有需要的加拿大人带来解决方案。我们成为第一个与Google/OOH供应商合作的品牌 & 成为Facebook/Instagram上罕见的例外。支持一项事业让我们能够让大众意识到加拿大人甚至无法尝试的产品。描述执行情况 (30% 的选票) 实施: 我们发起了这场运动，dosist的总统出现在加拿大参议院，讨论将我们的产品纳入即将到来的大麻法案。同时，我们的国家不可在加拿大活动使用OOH，OLV，社交，展示和搜索来针对特定的健康问题 (例如，通过将dosist最镇定的公式配对为down重建镇区。) 所有路径都指向NotAvailableInCanada.ca，这是一个倡导平台，通过代表dosist向当地政府代表发送一封信，邀请消费者加入我们的战斗。时间线: 2018 年 6 月 25 日-9 月 30 日，2018。放置: 国家数字: 付费搜索、YouTube预滚动、显示、社交: FB & IG 多伦多: “Meet dosist” 事件/激活多伦多/温哥华: OOH (TSAs，10x20s，壁画，数字板) 比例: 国家数字 + 一个强大的OOH购买在多伦多和温哥华 (共 717 张面孔/airings) 列出结果 (20% 的选票) 该活动推动了 452 + 印象和 14m收入，来自 60 家媒体的报道，大大提高了加拿大人对dosist的认识。在活动开始时，dosist Canada的电子邮件数据库为 36。到活动结束时，代表我们注册和联系政府代表的消费者总数上升到近 80,000。发起六个月后，该运动最重要的目标实现了: 政府启动了一个让加拿大人接触dosist的程序，预计零售日期为 2019 年 10 月，最后，在加拿大不可用，现在在加拿大可用。注意: dosist的推出活动的独特性质 (在合法化前不断增长的意识) 意味着销售从未被设定为目标，因此为 0。

Dosist “在加拿大不可用”

案例简介：Why is this work relevant for Integrated? The campaign revolves around the central communication that dosist and their award-winning, cannabis-based product’s many health benefits are “Not Available in Canada.” These formulas include Sleep for insomnia, Calm for anxiety issues, Relief for pain, and more. The Not Available In Canada message is consistently expressed in a range of media including OOH, OLV, social, paid search and display. All campaign elements drive to a central advocacy hub (NotAvailableInCanada.ca) that invites consumers to take action in support of making the product available in Canada. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Cannabis advertising is heavily restricted in Canada: No health claims about cannabis-based products whatsoever No communications of price or distribution, testimonials or endorsements allowed No images of products in OOH allowed Ban on cannabis health claims on Facebook, Google No association with lifestyle elements that appeal to youth (IE vitality) Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Canadians are among the world’s worst-hit with insomnia, depression, the opioid crisis. dosist’s science-backed, therapeutic cannabis products are an effective alternative, earning prestigious accolades from Time Magazine and FastCompany. With the brand unfairly excluded by Canada’s legalization of recreational cannabis, this campaign fuelled public outcry for access to dosist. Background Situation: dosist is a Californian, cannabis-based health & wellness company, and through rigorous testing & science, the brand developed the world’s first dose controlled cannabis device. Recognized globally by TIME, FastCompany, Wired, Bloomberg and more, this breakthrough offers consumers an alternative, targeting specific needs like insomnia or pain. With recreational, plant-based cannabis legalization coming to Canada on October 17, 2018, the brand was ready to expand to Canada. It was a massive opportunity, but we also faced massive roadblocks. The biggest was that dosist’s therapeutic, oil-based product would still be illegal, categorically excluded by The Cannabis Act. Plus, cannabis advertising is highly restrictive. Brief: We were tasked with launching a new health & wellness tech product that isn’t federally approved or allowed on shelves. Objectives: Increase government support for cannabis legislation change Generate consumer demand dosist’s products and targeted health benefits Dramatically Increase dosist’s consumer email database Describe the creative idea (20% of vote) To uncover the idea, we honed in on a key Canadian insight. Canadians are naturally competitive with Americans, and a consistent source of pride is Canada’s superior access to quality healthcare. But that same pride means that when Canadians discover effective, proven and/or award-winning therapeutic alternatives available to Americans but not them, it ignites their outrage. So instead of just launching a brand, we launched a cause by introducing the “Not Available in Canada” campaign. This overarching concept allowed us to convey dosist’s many health benefits legally by communicating their lack of availability, allowing the brand to launch in a way no other cannabis brand had been able to unlock in Canada. Describe the strategy (30% of vote) Target: Wellness enthusiasts. Young (21-35), educated, creative, affluent, mostly urban. Progressive thinkers, they look beyond accepted norms to improve health. Approach: Despite universal health care, Canadians are suffering (third most sleep-deprived nation, mood disorders cost the economy ~$50B/ year, opioid crisis) Our challenge wasn’t one of legalization, but of complacency. While attention was focused on recreational cannabis, we set out to start a new conversation, empowering Canadians to take control of their wellbeing. Integration: It was critical our target saw messages relevant to their specific needs. But we faced a big issue: platforms wouldn’t work with a cannabis brand. To overcome this, we positioned our campaign as a PSA about bringing solutions to Canadians in need. We became the first brand to partner with Google/OOH vendors & became a rare exception on Facebook/Instagram. Championing a cause allowed us to create mass awareness about a product Canadians couldn’t even try. Describe the execution (30% of vote) Implementation: We launched the campaign with an appearance by dosist’s president at the Canadian Senate to debate including our product into the upcoming Cannabis Act. In tandem, our national Not Available In Canada campaign used OOH, OLV, social, display and search to target specific health concerns by context (for example, by pairing dosist’s most calming formula to a downtown area under heavy construction.) All paths led to NotAvailableInCanada.ca, an advocacy platform that invited consumers to join our fight by sending a letter to local government representatives on dosist’s behalf. Timeline: June 25, 2018 –Sept 30, 2018. Placement: National Digital: Paid search, YouTube pre-roll, display, Social: FB & IG Toronto: “Meet dosist” event/activation Toronto/Vancouver: OOH (TSAs, 10x20s, murals, digital boards) Scale: National digital + a robust OOH buy in Toronto and Vancouver (total of 717 faces/airings) List the results (20% of vote) The campaign drove 452M+ impressions & 14M earned, with coverage from 60 media outlets, dramatically increasing Canadians’ awareness of dosist. At the start of the campaign, dosist Canada’s email database stood at 36. By the campaign’s end, the total of consumers who signed up & contacted their government representatives on our behalf rose to a total of nearly 80,000. Six months after the launch, the campaign’s most important objective was achieved: the government set in motion a process that will give Canadians access to dosist, with a projected retail date of October 2019, finally turning Not Available in Canada to Now Available in Canada. Note: The unique nature of dosist’s launch campaign (growing awareness pre-legalization) meant sales were never set as objectives and are thus 0.