The result was the responsible and successful introduction of recreational cannabis throughout Nova Scotia. The digital awareness campaign had 1.5+ million impressions, leading to fewer than anticipated questions and less confusion from customers in-store and across the province. The campaign also saw an estimated total earned media value of $146,000 through daily and weekly news sources like The Chronicle Herald, CBC Nova Scotia, and various radio stations.
As Nova Scotia’s provincially owned liquor corporation, NSLC has a mandate to promote the responsible consumption of beverage alcohol. Revolve works with the NSLC to develop corporate responsibility strategies that celebrate those who make smart decisions, rather than vilifying poor decisions.
NSLC Cannabis Need to Know
In December 2017, the NSLC was appointed the recreational cannabis retailer for Nova Scotia, online and in select stores. This significant change required the development of new and existing corporate social responsibility (CSR) messaging to educate staff, consumers and the general public about the responsible consumption of cannabis.
To enforce responsible sales, we developed a CSR platform to introduce Nova Scotians 19+ to the five key “Need to Know” messages surrounding recreational cannabis. Anticipating questions and confusion from the public, we developed and implemented educational materials and ads far before the legalization date. This included store handouts, a digital and print paid awareness campaign, website materials and information, in-store signage, training videos for NSLC employees and social posts.
To thank Nova Scotians for planning ahead and not drinking and driving, NSLC surprised them with a free ride home they’ll never forget. Revolve turned an ordinary van into a rolling karaoke club, complete with disco balls, karaoke monitors, microphones and cameras to catch all the action.
In addition to two TV spots, Cabbioke was supported with POS collateral, made appearances on local news that was picked up nationally, was in the Halifax Parade of Lights, and was featured at centre ice during a Halifax Mooseheads hockey game.
Keep It Social
In an effort to educate university students about the harms of binge drinking, the NSLC in partnership with Nova Scotia universities tasked Revolve to take a disruptive thinking approach to deliver this important message. Rooted in reality, Revolve’s Keep It Social strategy doesn’t vilify alcohol or the students who choose to drink. Instead, it paints a clear picture of both social and sloppy consumption while reminding students that it’s always best to keep it social.
Revolve developed all of the content for keepitsocial.ca – the online communication hub for the entire platform. Packed with useful content tailored for our university aged audience, the mobile-friendly site includes an interactive tool that defines what “a drink” is – whether spirit, beer or wine, striking visuals and animated gifs, and clear examples of social versus sloppy drinking behaviour.
To create buzz for the Keep It Social message, Revolve created a wide variety of communication collateral deployed to university campuses. Posters, digital screens, mirror clings, tray liners, tabletop cards, coasters, floor decals and banners all promote the Keep It Social message and drive students to keepitsocial.ca.