Brand Awareness Campaign for San Rafael 71'

KCAB RUOY TOG SYAWLA EW

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!