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？这项运动围绕着dosist及其屡获殊荣的基于大麻的产品的许多健康益处 “在加拿大没有” 的中心沟通。这些公式包括失眠的睡眠、焦虑问题的平静、疼痛的缓解等等。加拿大不可用的消息在一系列媒体中始终如一地表达，包括OOH，OLV，社交，付费搜索和显示。所有活动要素都将驱动到中央宣传中心 (NotAvailableInCanada.ca)，该中心邀请消费者采取行动以支持在加拿大提供该产品。描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 加拿大的大麻广告受到严格限制: 没有关于大麻产品的健康声明不允许进行价格或分销、证明或背书的通信不允许在OOH中的产品图像禁止在Facebook，Google上禁止大麻健康声明与吸引年轻人 (即活力) 的生活方式元素没有关联健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？加拿大人是世界上遭受失眠，抑郁症和阿片类药物危机打击最严重的国家之一。 dosist的科学支持的治疗性大麻产品是一种有效的替代品，获得了《时代》杂志和FastCompany的赞誉。由于该品牌被加拿大休闲大麻合法化所不公平地排除，因此这项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。这项突破在全球范围内得到TIME，FastCompany，Wired，Bloomberg等认可，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。随着休闲，基于植物的大麻合法化于2018年10月17日进入加拿大，该品牌已准备好扩展到加拿大。这是一个巨大的机会，但我们也面临着巨大的障碍。最大的是，dosist的治疗性油基产品仍然是非法的，被《大麻法》明确排除。另外，大麻广告具有很高的限制性。简介: 我们的任务是推出一款未经联邦政府批准或不允许上架的新健康技术产品。目标: 增加政府对大麻立法变更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 (投票20%) 为了揭示这个想法，我们磨练了加拿大的一个关键见解。加拿大人自然会与美国人竞争，而一贯的骄傲是加拿大获得优质医疗保健的优势。但是，同样的自豪感意味着，当加拿大人发现有效的，经过验证的和/或屡获殊荣的治疗替代品可供美国人使用，但不是美国人，这会激起他们的愤怒。因此，我们不仅推出了一个品牌，还推出了 “加拿大不可用” 活动。这个总体概念使我们能够通过传达dosist的可用性来合法地传达dosist的许多健康益处，从而使该品牌能够以其他大麻品牌无法在加拿大解锁的方式推出。描述策略 (投票30%) 目标: 健康爱好者。年轻 (21-35岁)，受过教育，富有创造力，富裕，主要是城市。进步的思想家，他们超越公认的规范来改善健康。方法: 尽管有全民医疗保健，加拿大人仍在遭受苦难 (第三大睡眠不足的国家，情绪障碍每年使经济损失约 $ 50B，阿片类药物危机) 我们的挑战不是合法化，而是自满。当注意力集中在休闲大麻上时，我们着手开始新的对话，使加拿大人能够控制自己的健康。集成: 至关重要的是，我们的目标看到了与其特定需求相关的消息。但我们面临着一个大问题: 平台不适用于大麻品牌。为了克服这一点，我们将我们的活动定位为PSA，旨在为有需要的加拿大人提供解决方案。我们成为第一个与谷歌/OOH供应商合作的品牌，并成为Facebook/Instagram上罕见的例外。倡导一项事业使我们能够对加拿大人甚至无法尝试的产品产生大众意识。描述执行 (投票30%) 实施: 我们发起了这项运动，dosist主席在加拿大参议院露面，辩论将我们的产品纳入即将到来的大麻法案。同时，我们的 “加拿大国家不可用” 运动使用OOH，OLV，social，display和search来根据上下文针对特定的健康问题 (例如，通过将dosist最镇定的公式与正在建设中的城镇地区。) All pat路领导了t o 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斗争。时间线: 2018年6月25日-2018年9月30日。放置: 国家数字: 付费搜索，YouTube预播放，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: 多伦多和温哥华的国家数字 + 强劲的OOH购买 (总共717张面孔/广播) 列出结果 (投票20%) 该活动带来了452万的印象和1400万的收入，来自60家媒体的报道，极大地提高了加拿大人对dosist的认识。活动开始时，dosist Canada的电子邮件数据库为36。到活动结束时，代表我们注册并与政府代表联系的消费者总数上升到近80,000。启动六个月后，该运动的最重要目标实现了: 政府启动了一个程序，该程序将使加拿大人可以使用dosist，预计零售日期为2019年10月，最终将在加拿大不可用变为现在在加拿大可用。注意: dosist的启动活动的独特性质 (提高意识的合法化) 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.