Sip Safe|短视频|广告营销案例【ADGuider广告指南】

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Sip 安全

案例简介：概要 4,500 澳大利亚人的饮料每年都在增加 -- 其中 40% 会导致性侵犯。作为年轻人的看护者，莫纳什大学设置了一个简短的帮助教育，让他们的学生和更广泛的社区更了解饮料安全。我们设定的目标是向年轻人灌输在各种环境中社交时确保他们安全的能力。成功的一个关键指标是通过在生活的关键时刻创造行为改变，看到饮料安全意识的改变。这种行为上的改变对于防止饮料在发生之前出现呕吐的最终目标至关重要。战略为了推出 Sip Safe，我们在面向大学预科生和大学校园的活动中建立了该产品，然后将其带给更广泛的俱乐部和节日观众。我们最初将腕带对准风险最大的年轻人。这被发现是那些在学校庆祝的人，学校是澳大利亚高中考试派对的最大终点，因为那些参加的人远离了他们通常的环境，现在已经大到可以喝酒了。我们还向大学生介绍了该产品，当时他们正面临新的环境和社会动态。至关重要的是，分享 Sip 安全腕带的方法是为个人提供信息和效用，以做出自己明智的决定。在酒吧、俱乐部和其他场馆，我们将该策略定位为场馆的责任之一，为其顾客提供安全预防措施。相关性我们直接针对三个关键地点的受众。在为期一周的考试结束派对的高风险环境中寻找离校生，我们在他们提名自己选择的大学之前的一周建立了关系。腕带也在大学校园里分发给体验离家生活的学生，以及已知的大学酒吧、俱乐部和闲逛场所。所以，无论是通过大学校园的促销人员，还是夜总会酒吧的销售点, sip Safe 创建了一个对饮料安全行动的呼吁和一个确定的方法。结果到目前为止，这一结果非常显著。在六个月的时间里，我们向一些最脆弱的年轻人推出了一款产品, 在大学校园周围开始了一个持续的项目，在那里已经分发了 6,000 多个腕带，并获得了国际媒体的关注。最重要的是，在一项大学调查中，89.5% 的学生在接触 Sip Safe 后，现在对饮酒安全有了更高的认识。进一步的调查结果显示: 31.6% 的人知道他们的饮料被加满了 78.9% 可以看到自己或朋友使用腕带。从商业角度来看，Sip 安全腕带已注册商标，网站有来自 27 个国家的订单查询。随着规模的转变，莫纳什大学开发的产品现在有可能为全球年轻人减少伤害。执行 Sip 安全腕带于 2017年11月在学校考试结束派对上首次推出。这种激活与市场研究配对，通过访谈和调查，提供关于分销、使用和参与的知识。 4月 2018年，莫纳什大学校园启动了一个激活计划。这个最初的项目看到 6,000 多个腕带分发给大学生，以及饮料安全信息。在这些活动的同时，我们聘请了一个场馆安全组织 “北方酒吧” 的创始人，开始游说有执照的场馆。活动描述在观察到年轻人习惯于在节日和其他活动中佩戴腕带后，我们找到了灵感来创造一些东西来帮助阻止喝酒。 Sip 安全腕带检测饮料是否被药物加满。佩戴者只需将一滴饮料放在腕带上，如果腕带接触到氯胺酮或 GHB -- 两种常见的饮料加注药物，它会在短时间内改变颜色。测试自己饮料的能力为佩戴者提供了效用和选择的自由。此外，佩戴 Sip 安全腕带提供了一种视觉威慑任何将是饮料 spiker。腕带的设计可以结合任何品牌、夜总会或节日的标志，为顾客提供这些腕带。简要介绍预计结果关于喝酒的交流的关键限制是，它可以发生在人们社交的任何地方。它是如此令人难以置信的不可预测和不可估量，直到它发生在某人身上。观众与饮料扣球相关的性侵犯数量惊人，Sip 安全腕带是打击掠夺性行为的功能先锋。实用和教育这款简单的腕带有能力保护日常生活中人们的健康，并停止饮酒的文化。

Sip 安全

案例简介：Synopsis 4,500 Australians have their drink spiked every year - 40% of which lead to sexual assaults. As a caretaker of young people Monash University set a brief to help educate and make their students and the wider community more aware of drink safety. The objectives we set out to achieve were to instil young people with the ability to ensure their safety when socialising in various surroundings. A key indicator of success was to see a change in awareness of drink safety by creating behavioural change at a key moment in life. This change in behaviour was crucial in the ultimate objective of preventing drink spiking before it happens. Strategy To launch Sip Safe we established the product at events for pre-university students and on university campuses before taking it to the wider audience of clubs and festivals. We initially targeted the wristbands at the young people who are most at risk. This was found to be those celebrating at Schoolies, Australia’s biggest end of high school exams party, as those attending are away from their usual environment and are now old enough to drink alcohol. We also introduced the product to university students at a time when they are being exposed to new environments and social dynamics. Critically, the approach to sharing the Sip Safe wristband is about providing information and utility for the individual to make their own informed decisions. In bars, clubs and other venues, we positioned the strategy as one of responsibility for venues to provide safety precautions for their patrons to utilise. Relevancy We directly targeted our audience at three key locations. Seeking out school leavers in the high-risk environment of their week-long end of exams party, we built relationships in the week before they nominated their university of choice. Wristbands were also distributed on university campuses to students experiencing life away from home, as well as in known university bars, clubs and hang outs. So, whether through promotional staff at a university campus, or a point of sale stand on the bar inside a nightclub, Sip Safe created a call to action of drink safety and a method to know for sure. Outcome The results to date have been nothing short of remarkable. In the space of six months we have launched a product to some of the most vulnerable young people, begun an ongoing program around university campuses where more than 6,000 wristbands have been distributed as well as garnered international media attention. Most importantly, in a university survey 89.5% of students now have a greater awareness of drink safety after engaging with Sip Safe. Further survey results showed: 31.6 % knew of people who’ve had their drink spiked 78.9% Could see themselves or their friends using the wristbands. From a commercial viewpoint, the Sip Safe wristband has been registered for a trade mark and the website’s had order enquiries from 27 countries. With this shift in scale the product developed with Monash University now has the potential to do far more good in harm minimisation for young people across the globe. Execution The Sip Safe wristband was first launched at the Schoolies end of exams party in November 2017. This activation was paired with market research through interviews and surveys that provided learnings on distribution, usage and engagement. Taking this feedback on board a program of activations was launched on Monash University campuses in April of 2018. This initial program saw more than 6,000 wristbands distributed to university students along with drink safety information. Coinciding with these activations we engaged the founder of Bars of the North, a venue safety organisation, to begin a program of lobbying licensed venues. Campaign Description After observing that young people are accustomed to wearing wristbands at festivals and other events we found inspiration to create something to help stop drink spiking. The Sip Safe wristband detects if a drink has been spiked with drugs. The wearer simply puts a drop of their drink onto the wristband and in a short amount of time the wristband changes colour if it has been exposed to ketamine or GHB – two common drink spiking drugs. The ability to test your own drink provides utility and the freedom of choice to the wearer. Also, wearing the Sip Safe wristband provides a visual deterrent to any would be drink spiker. The design of the wristband can incorporate the logos of any brand, nightclub or festival that provides these wristband to its patrons. Brief With Projected Outcomes The key restriction in communications regarding drink spiking is that it can happen anywhere that people socialise. It is so incredibly unpredictable and immeasurable until it has happened to someone. Audience With the staggering amount of sexual assaults related to drink spiking the Sip Safe wristband is a functional spearhead in the fight against predatory behaviour. Both utility and education this simple wristband has the ability to protect the wellbeing of everyday people and stop the culture of drink spiking.