Alcool New Brunswick Liquor

Case Study:

ANBL selected Revolution as its communications partner for an initiative to reduce the instances of drunk driving in 16-19 year old youth. This project required the establishment of a new communications channel to enable our client to reach their target audience.

To make that happen, together we crafted and deployed a realistic cautionary tale using established online social media tools. Nous avons réalisé 13 vidéoclips publiés aux comptes de trois personnages sur YouTube. Comments from the user community quickly appeared, and debate ensued.

When ANBL was revealed as the author, we supported the initiative with media relations, a web presence, point of sale materials and advertising. To date the videos have accumulated more than 50 thousand views.

Results:

"Revolution Strategy was contracted by ANBL early in 2008 to develop and execute a hard-hitting social marketing campaign. Their vision of the project showed creativity and innovation. While the campaign was ground-breaking, Revolution Strategy was always careful with the steps being taken, and presented pros and cons to approaches that may have been deemed controversial. At all times, they took into consideration the objectives of the project, while ensuring the ANBL brand was appropriately represented. In summary, Revolution Strategy’s work was professional, thoughtful, fresh, and as important, delivered on time and on budget."
Linda Stafford
Social Responsibility/Publications Officer
Alcool New Brunswick Liquor