Judging Entry N

Name of Intervention/ Program
DrinkSense Brand Behaviour

Background and Situation Analysis
Social marketing is an approach designed to encourage positive behaviour (or behaviour change) for the benefit of individuals and society. Fundamentally, this is what we strive to do every day with DrinkSense.

Priority Audiences(s)
Primary: Albertans 18-29. Secondary: Albertans 30 -55+ and influencers of individuals aged 18-29. To enhance our targeting, we targeted Albertans in places they may be consuming alcohol

Behavioral Objectives
The aim of our campaign was to use social marketing practices via a “right time and place” and in-situational OOH advertising strategy when Albertans are consuming alcohol to encourage moderate alcohol consumption.

Description of Strategy/Intervention
Description of Strategy/Intervention (max 750 words) • Encourage Albertans to use their DrinkSense and incorporate low-risk habits when consuming alcohol. • Increase the relatability and position DrinkSense as a program for all Albertans who consume alcohol. • Increase DrinkSense brand equity by providing relevant and relatable information to key audiences. • Increase the relatability and position DrinkSense as a program for all Albertans who consume alcohol. • Increase awareness of DrinkSense for Albertans 18+.

Implementation
The aim of this branding campaign is to leverage the brand and simplicity of the logo to impact a behaviour change with OOH advertising when Albertans are consuming alcohol. For this campaign we utilized cross media outdoor platforms to achieve maximum reach in conjunction with Google Display Network and programmatic advertising. OOH placements include: • Targeted Digital Billboards + Mobile Retargeting • Ice District (Edmonton) Domination • Liquor Store Digital Poster Advertising • Restaurant Digital Table Toppers • Programmatic – Location Targeting and In-Game Virtual Out of Home

Evaluation Methods and Results
Digital placements drove over 16,889,774 impressions, 57,295 clicks, 44,948 website sessions, and spent a total of $27,057.11 . Mobile retargeting saw an average CTR of .39% for a total clicks of 12,516. Overall, campaign impressions reached 264,473,295.

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Judge's Name *Select Judge's NameTracey HaldemanDulce EspelosinMike KujawskiKristin JonesBrian BiroscakNancy LeeLynda BardfieldStephanie DukesCatalina GarciaDivina LadeDana MiddletonMelissa SchockRochelle GermanoTom PynnEmily PattersonMarilu Fernandez Haddad

Entry Letter *

Engagement - Entries demonstrate how the work was key in successfully driving positive behavior change interaction with the target audience(s).poor (1)below average (2)average (3)good (4)excellent (5)

Creativity/Originality/Innovation - Entries demonstrate how their work was memorable and/or inspired behavior change inspiring, including originality and innovation.poor (1)below average (2)average (3)good (4)excellent (5)

Strategy - Entries include a clearly defined, evidence-based/research driven strategy that includes a clear behavior objective, audience insights and a marketing intervention mix developed to address audience barriers, desired benefits and motivators that were key to the program meeting its objectives.poor (1)below average (2)average (3)good (4)excellent (5)

Effectiveness - Entries report on program outcomes and demonstrate how the program or tactic was evaluated to determine effectiveness in meeting goals and objectives.poor (1)below average (2)average (3)good (4)excellent (5)

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