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KEEP6IX unafraid uninhibited unconventional
YOU READY FOR KEEP6IX? We are the misfits, the disruptors, the underdogs. We're the ones that want to be told we can’t just to show them that we can. If there's a box, we're the
ones
throwing
spitballs
at
it.
We
stare
challenges in the face and say bring it on. We help
other
become
underdogs
forces
to
be
rise
from
reckoned
the
ashes
with.
We
and don’t
want the spotlight. We want our work to shine. Our team has always looked in from the outside and
found
unexpected
ways
to
chew
up
challenges and spit them out. Our motley crew of offbeat, eccentric dark horses always finds a way to break through. With our ears to the ground and our finger on the pulse, Keep6ix has got your back.
MEET THE CREW JONATHAN: ACCOUNT MANAGER A man of the people
&
FLAVIA: MEDIA PLANNER Will tell you where to stick it, no apologies
MEET THE CREW ALEJANDRA: COPYWRITER Silver tongue, golden personality
&
HEATHER: STRATEGIST Cutting through clutter like a knife through butter
MEET THE CREW AMANDA: ART DIRECTOR The mad scientist of anything visual. Never far from the lab(top)
&
CONNOR: RESEARCHER Brushes his hair with a fine tooth comb
WHERE THIS $%#& STARTED
We were asked to create an integrated, inspiring and industry-leading San Rafael ’71 brand campaign focused on responsible consumption.
THE $%#& YOU ASKED US TO DO
To launch an integrated campaign anchored by a big idea, that includes strategy, creative and a media connections plan.
THE HARD $%#&
The challenge we faced was encouraging responsible consumption by experienced cannabis users in a way that reflects the San Rafael ’71 brand and resonates with an experienced target consumer.
$%#& WE LOOKED AT THE CANNABIS ACT HEALTH CANADA AD STANDARDS COUNCIL ARTICLES & DATABASES COMPETITORS DISPENSARIES HEAD SHOPS
HOW WE DID IT
IDI'S
ONLINE SURVEYS
PHONE CALLS
we spoke to budtenders at 7
we conducted an online survey,
we called stores across Canada,
cannabis retail stores in ON
and received 37 submissionsÂ
conducting phone interviews with budtenders
THE $%#& WE FOUND OUT
INFLUENCE Consumers rely on the expertise of budtenders to make a purchase decision
CONSUMER INSIGHTS
REASONS FOR PURCHASE Price & high THC content is most important factor in final purchase decision
LOYALTY Regular cannabis users know what they like and what they're looking for
TYPE OF USERS Most cannabis users are familiar with existing products but are willing to try new delivery methods
INFLUENCE Budtenders guide purchase, but can’t recommend. All are CannSell-Trained to guide purchase decisions
BUDTENDER INSIGHTS
DECISION TO PURCHASE Weed affects everyone differently, so a ‘recommendation’ is never given, questions are asked to understand the consumers needs
LOYALTY Users are very loyal but if the quality or brand values are compromised, they won’t buy that brand again
TYPE OF USERS Loyal customers, new customers, frequent customers curious to try new things
LOCATION PREFERENCES 90% prefer using cannabis after work to have fun and relax, most often with groups of less than 3 people
SURVEY INSIGHTS
METHODS OF CONSUMPTION 89% of all respondents smoke joints, but 77% of Classic Consumers like edibles, as opposed to 33% of Young and Free consumers
SAFE CONSUMPTION CONCERN 44% are unconcerned with ‘safe consumption’. 78% will get high after work or at home, with 52% agreeing anywhere but work
INFLUENCE Budtenders have incredible influence in purchase decision
$%#& WE KEPT SEEING
DECISION TO PURCHASE Price & high THC content are the most important considerations for cannabis users
LOYALTY Consumers enjoy supporting specific brands but their trust can be broken if they feel like they're not valued
TYPE OF USERS Most cannabis users visiting stores are familiar with existing products but are open to try new delivery methods
INDUSTRY ANALYSIS
POLITICAL Legalization brought heavy regulation 2019 cannabis stocks drop
INDUSTRY LANDSCAPE
ECONOMIC Black market sales affect Stock 2019 The “Cannabis 2.0” market expects to generate $250M of sales in the first year
SOCIOLOGICAL Illegal sales create unsafe environments & product Illegal market is accessible to minors
TECHNOLOGICAL CBD has shown anti-tumor properties in cancer cells New methods (Nanoemulsion) Cannabis use in the beauty industry
INDUSTRY LANDSCAPE
Upcoming oral strip technology for rapid dose therapeutics
ENVIRONMENTAL
Canadian fresh water resources diminishing Pesticide use affect flora and fauna
LEGAL Privatisation by province Online/retail packaging info Max carry amount Promotion regulations
S W
STRENGTHS Under the Aurora Umbrella Informed customers Consumers are excited about new products Trusted quality Pesticide free + 3rd party trusted
WEAKNESSES Legal regulations washing out weed culture Limited advertising opportunities restrict information needed to make informed purchase
O T
OPPORTUNITIES No brand is “nailing” responsible consumption New methods of consumption Trusted brand backed by science Long term growth opportunities
THREATS Competition Legal regulations Black market
COMPETITORS The largest cannabis producer and seller in the world $4.4 billion investment in funding A wide variety of products 4 product brands 8 company facilities Net Revenue: $83M CAD
A company endorsed by more than 40 years in the pharmaceutical and healthcare industry 5 product brands 1 central company facility The company is growing exponentially Entering new markets Net Revenue: $12.6M CAD
Medical cannabis company founded in 2011 First company in receiving the license to produce and sell cannabis 5 product brands 8 company facilities High profile and controversial Net Revenue: $21.7M CAD
WHO WE WANT TO BUY OUR $%#&
YOUNG & FREE DEMOGRAPHICS
VIEWS ON ADS
30 years old, lives in a major city, college
Believes out of home is a cool way to
educated, working full time, spends an
advertise, will turn to internet for more
average of $40/month on cannabis
information about brand/product
CONSUMPTION PREFERENCES
LIFESTYLE
Primary method of cannabis consumption is
Enjoys chilling at home or at restaurants
smoking a joint, followed by bongs & pipes
and bars with close friends
TRANSIT
PERSONAL VIEWS
Takes transit daily and sees ads on buses,
Enjoys music. Relies on close friend circle
subways, buses and LRT
and considers personal relationships very important
CLASSIC DEMOGRAPHICS
VIEWS ON ADS
55 years old, lives close to city center,
Believes out of home is a cool way to
works full time but anticipates retirement,
advertise and will take some action as a
spends an average of $70/month on
result - either search product or visit store
cannabis
CONSUMPTION PREFERENCES
LIFESTYLE
Primary delivery method is joints, but
Dines out frequently but also enjoys
increasing edible use. Use cannabis as a way
entertaining at home
to relax and have fun
TRANSIT
PERSONAL VIEWS
Takes transit a few times a week and pays
Refuse to buy from a company they
attention to out of home ads. Will likely
disapprove of
search the product onlineÂ
$%#& THAT CAME BEFORE US
01 03
02 04
$%#& THAT INSPIRED US
FIGHT FOR YOUR RIGHTS
SHARING
COMMUNITY
LEGALISATION
OUR BIG %$#@&$! IDEA
BIG IDEA Share knowledge, memories and cannabis responsibly with one another
- your Buds and San Rafael '71.
TAGLINE
"Share the Good Times"
Fueled by frustration, our big idea was born when we'd had enough of The Man telling us what we could and couldn’t do to promote San Raphael ‘71 and the dope products it has to offer.
Our "Buds" are no strangers to the cannabis industry. They
HOW WE GOT HERE
don't want to be told what to do, so a traditional campaign wasn't going to catch their attention.
We wanted to keep things subtle and chill, with some cheeky humour. Those who know, will know.
Our Buds know their $%#& about the cannabis they use and they know their $%#& about their rights surrounding use.
We finally threw our hand up and said, "let's just put the %$#@&% Cannabis Act on a billboard." And the rest is history.
CREATIVE $%#&
TRANSIT
WASHROOMS IN 19+ VENUES
IN STORE
The Cannabis Act made for the
We understand that because of
With these informational
perfect content to communicate
the regulations, we can't bring our
pamphlets we want to capture our
safe consumption to our buds.
Buds to the fun times. However,
Buds’ attention. The nostalgia of
Our message will arouse our Buds'
they can take us with them and
the records' images appeal to
curiosity by motivating them to
enjoy San Rafael ‘71 responsibly in
both demos and give our Buds a
look closer at The Act and learn
their own way. Our
fun interaction with the brand. We
more about San Rafael ’71.
#HowDoYouDoBud initiates user
want them to trust us and let them
generated content, skirting the
in on the new goodies we are
regulations for social media.
offering. To be handed out in store with each SR'71 purchase.
TRANSIT-BUS SHELTER
TRANSIT-POSTER
INSIDE TRANSIT- BANNER
WASHROOMS
BACK
IN STORE - PAMPHLET
FRONT
FRONT
BACK
IN STORE - INFO CARDS INSIDE PAMPHLET
FRONT
BACK
BACK
IN STORE - PAMPHLET 4" X 4"
FRONT
FRONT
BACK
IN STORE - INFO CARDS INSIDE PAMPHLET
FRONT
BACK
$%#& WE WANT THIS CAMPAIGN TO DO To
provoke our Buds to recognize restrictions of cannabis
communications To
inform our Buds that San Raphael '71 is a trusted part of
their cannabis consumption and experience To
inspire our Buds' curiosity about the products offered and
the science-backed proof of SR'71s quality To
create
consumer
direct and open communication between brand and
$%#& WE WANT OUR BUDS TO FEEL CONNECTED
AWARE
To feel like a part of something bigger and
To feel like San Rafael '71 gives them all the
have a close, personal, interactive
information they need about what's new and
relationship with the brand
what's available. They also know their legal rights and aren't afraid to exercise them
CONFIDENT
PROUD
To feel good about purchasing San Rafael '71
To feel empowered and unafraid to show
products, about knowing their rights and their
their love of San Rafael '71
proud sense of their love for cannabis
to the world
CUSTOMER JOURNEY
Our Buds share a love for cannabis and everything that comes along with it.
WHY OUR BIG IDEA WORKS
They know what they want and they know how to use it.
They are part of a close-knit community of passionate cannabis advocates.
San Rafael ‘71 wants be part of that community. We want our Buds to know that they have the tools they need to consume their cannabis however they want.
MEDIA RATIONALE This campaign will be focusing on out-of-home and digital strategies In-store promo cards, bars, transit, and search will catch the attention of young & free and classic cannabis consumers and lead them choose San Rafael ‘71 as their brand of choice Transit ads will be placed inside buses and subway cars, bus shelters near dispensaries, bars and pubs, targeting consumers that use local transit and go out in their neighbourhoods Posters ads with a call to action will be displayed in city-specific bar and pub washrooms Placing in-store information cards across the stores that sell San Rafael ‘71 products ensures that the target audience will be informed about new products These will also increase search and will be a critical component for our strategy and an important part of the campaign. This will drive more traffic to San Rafael’s website, increasing brand awareness
BUDGET BY MEDIUM Bars & Pubs 14.1%
Search 31.3%
Transit Bus Shelter 15.2%
Transit Posters 16.2% In-Store Promo Cards 23.2%
BUDGET BY PROVINCE Ontario 16%
PEI 0.2%
National Search 31.9%
Quebec 12%
British Columbia 14%
Nova Scotia 8%
Alberta 18%
FLIGHTING SCHEDULE
KPI'S Post-campaign survey tracking Campaign Awareness/Recognition Brand, product and delivery method preferences
Measure website traffic, as well as social media and user-generated content prior to, during and after the campaign's conclusion
Use Google Analytics and ComScore to measure website traffic
Limited time supply of in-store promo cards distributed by population, measuring how long supplies last in order establish
User generated content & engagement with #HowDoYouDoBud
purchase frequency of SR'71 products
A FEW RECOMMENDATIONS INTERACTIVE
ADVERTISEMENT
A vintage video game console in stores.
Wild postings
Will have safe consumption "games" on it that customers interact with while they wait
MERCH
to be served by budtenders
T-shirts with San Rafael '71 logo on the front
IN STORE PROMO PAMPHLET As product line continues to expand, continue adding promo pamphlets at store level to bring brand awareness to new consumption methods
TRANSIT TTC Wrap & Subway takeover Go Transit
and The Act printed on the back
Keep6ix has a solid understanding of San Rafael’s vision and we have found a chill and effective way to promote safe
LET'S WRAP THIS $%#& UP
consumption while always having San Raf’s back.
Through our research, we were able to understand that our demo really knows what's up, and can be trusted to make their own informed decisions. SR'71 Buds and Keep6ix share a passion for community and staying true to our beliefs. Both our agency and SR'71 are confident in what we know and love, and have no shame in speaking out for what we believe in.
We let them know who’s side SR’71 is on. We trust them, and they trust us to keep them on the level with the most current %$#&, every time.
THANKS, BUDS!