slingshotvancouver · 2016-06-22 · the bcsc received an iabc bronze quill (provincial), silver...
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slingshotvancouver.ca
Year 1 – Mulicultural Focus 1
Year 1 – Results 7
Year 2 – English Language Focus 8
Year 2 – Results 15
Year 3 – English Language Focus 16
Year 3 – Results 21
INDEX
BCSC Case Study
1
Move cursor to reposition magnifying glass over copy to
reveal fraud warning signs
MicrositeCreated in English, Chinese, and Punjabi
YEAR 1 – MULICULTURAL FOCUSInvestRight, a program of the BC Securities Commission (BCSC), was developed to provide investors with tools to research and assess potential investments and protect themselves from falling victims to fraud. After three years, the BCSC had little to no awareness of the InvestRight program. Our challenge was to increase awareness of the program, making them worthy of national attention.
What resulted was a campaign for the Chinese and South Asian communities that focused on empowering them to protect their dreams by learning the warning signs of fraud. The message was carried out through various forms of media. The centrepiece of the campaign was a fraud-specific microsite that gave access to tools, information, and videos, all in Chinese, Punjabi, and English.
BE FRAUD AWARE CAMPAIGN - YEAR 1
BCSC Case Study
2
TV commercials, videos, and animation can be found at: http://www.slingshotvancouver.ca
“Fraudsters”TV Spots
“Victim’s Story”Online Videos
BE FRAUD AWARE CAMPAIGN - YEAR 1
BCSC Case Study
3
Guaranteed investments with proven
12 - 15% returns!
No Risk!Tax Free.
THIS OPPORTUNITY WON’T LAST!Your friends and family are talking about it and may have already profited from this money-making venture.
You’ve heard about the results – don’t get left behind!
Get insider information and profit like the pros!
ProWEALTHInvestor.com
Not everythingis as good as it
appears.
Protect your dreams. Learn the warning signs of investment fraud.
Visit InvestRight.org
(( turn page ))
Full-Page NewspaperCreated in English, Punjabi and Chinese.
ProWealthInvestor.com redirects to BeFraudAware.ca
BE FRAUD AWARE CAMPAIGN - YEAR 1
BCSC Case Study
4
(( rotate page ))
Full-Page MagazineCreated in Chinese
BE FRAUD AWARE CAMPAIGN - YEAR 1
BCSC Case Study
5
Move cursor to reposition magnifying glass over copy to
reveal fraud warning signs
Online AdBig Box ad produced in English, Punjabi, and Chinese
BE FRAUD AWARE CAMPAIGN - YEAR 1
BCSC Case Study
6
4”x 9” brochureDirect mail and newspaper insert
BE FRAUD AWARE CAMPAIGN - YEAR 1
BCSC Case Study
7
Result
Corporate Awareness & Reputation Chinese South AsianPunjabi
Increase awareness of BCSC by 5% + 38% + 52%
Increase favourable opinion of BCSC by 20% + 131% + 69%
Increase awareness of InvestRight by 100% + 267% + 229%
Campaign Response – Set baseline of 25% Chinese
Campaign recall 42% 62%
View campaign favourably 67% 87%
Value for relevance ( “For people like me” ) 49% 88%
Value for ease of understanding 88% 90%
Value for being informative 73% 92%
Key message recall ( Be Fraud Aware ) 34% 27%
South AsianPunjabi
RESULTS
The BCSC received an IABC Bronze Quill (Provincial), Silver Leaf (National), and Gold Quill (International) awards for the Year 1 Be Fraud Aware multicultural campaign. This campaign also won Gold Quill “Best of Best”.
BE FRAUD AWARE CAMPAIGN - YEAR 1
BCSC Case Study
8
YEAR 2 – ENGLISH LANGUAGE FOCUSAfter the success of the multicultural launch campaign, we were tasked with building on the assets of the first year. The target audience was much broader, including pre-retirees and retirees 55+. The two main focuses in this campaign were to launch both BeFraudAware.ca and the new Be Fraud Aware mobile app within the English-speaking audience.
New creative was developed for all campaign pieces, including the debut of our “fraudster” in two broadcast TV spots. Our team also created a comprehensive mobile app that launched in February 2013 along with its supporting campaign.
TV commercials, videos, and animation can be found at: http://www.slingshotvancouver.ca
BE FRAUD AWARE CAMPAIGN - YEAR 2
“Two Faced”TV spot
“Stolen Dreams”TV spot
BCSC Case Study
9
TV commercials, videos, and animation can be found at: http://www.slingshotvancouver.ca
Online AdAnimated big box
“Ponzi 101”Online video
“Fraudster Exposed 2”Online video
BE FRAUD AWARE CAMPAIGN - YEAR 2
BCSC Case Study
10
4”x 9” brochureDirect mail and newspaper insert
BE FRAUD AWARE CAMPAIGN - YEAR 2
BCSC Case Study
11BC Ferries RFEOI 09-09-2014 MARKETING SERVICES PRE-QUALIFICATION
Be Fraud Aware App
BE FRAUD AWARE CAMPAIGN - YEAR 2
BCSC Case Study
12
Transit Shelter
BE FRAUD AWARE CAMPAIGN - YEAR 2
BCSC Case Study
13
HIGH RETURNS.
NO RISK!
HIGH RETURNS.
NO RISK!
HIGH RETURNS.
NO RISK!PROTECT
YOUR MONEYGet the App at BeFraudAware.ca
PROTECTYOUR MONEY
2:30 PM
Online AdAnimated big box
BE FRAUD AWARE CAMPAIGN - YEAR 2
BCSC Case Study
14
TV commercials, videos, and animation can be found at: http://www.slingshotvancouver.ca
Tradeshow Booth Event Stunt and video - ZoomerShow
BE FRAUD AWARE CAMPAIGN - YEAR 2
BCSC Case Study
15
Corporate Awareness & Reputation - Increase by 5% each
Chinese Results
South AsianPunjabi Results
English Results
Increase awareness of BCSC by + 7% + 2% + 7%
Increase favourable opinion of BCSC by + 3%^ + 5% + 8%
Increase awareness of InvestRight.org - 1% - 1% + 17%
Campaign Response—Increase by 5% each
Campaign Recall + 12% + 10% + 22%
View campaign favourably (“very favourable”) + 12% + 7% + 20%
Value for relevance - Made for someone like me” (“strongly agree”)
+ 4% + 8% + 7%
Value for ease of understanding + 11% + 2% + 27%
Value for being informative (“very informative”) - 4% - 4% + 20%
Key message recall (Be aware of fraud) - 19% + 3% - 3%
Key attitudes and behaviours
Likelihood of becoming a victim + 6% + 18% - 32%
Recognition of typical scam tactic - 2% + 5% + 14%
Likelihood to seek information for BCSC + 4% - 10% + 3%
Calls to BCSC Inquiries—increase by 5% Not tracked Not tracked + 112%
The BCSC received an IABC Bronze Quill (Provincial), and Gold Quill (International) awards for the Year 2 Be Fraud Aware multicultural campaign.
RESULTS
BE FRAUD AWARE CAMPAIGN - YEAR 2
BCSC Case Study
16
YEAR 3 – ENGLISH LANGUAGE FOCUS The marketing efforts of years 1 and 2 saw our fraudster David reach cult status among the target audience. It was decided that in year 3 David needed a challenger. That challenger would be a sweet but feisty retiree named Jean, who would go out of her way to ensure David did not lure another victim into a fraudulent investment. She did so with a great sense of empowerment and a twinkle in her eye. The campaign results are not in at this time but early indicators and feedback from the target audience are extremely positive.
Click on Fraudster bullet points to reveal fraud warning sign
BE FRAUD AWARE CAMPAIGN - YEAR 3
MicrositeRefresh in English, Chinese, and Punjabi
BCSC Case Study
17
TV commercials, videos, and animation can be found at: http://www.slingshotvancouver.ca
“2 Faced - Part 2”TV spot
“At the Coffee Shop”TV spot
“At the Canucks Game”TV spot
“At the Investment Conference”TV spot
BE FRAUD AWARE CAMPAIGN - YEAR 3
BCSC Case Study
18
Transit Shelter Newspaper
BE FRAUD AWARE CAMPAIGN - YEAR 3
BCSC Case Study
19
SkyTrain Interior Card
OnlineAnimated big box
BE FRAUD AWARE CAMPAIGN - YEAR 3
BCSC Case Study
20
4”x 9” brochureDirect mail and newspaper insert
BE FRAUD AWARE CAMPAIGN - YEAR 3
BCSC Case Study
21
RESULTS
Sustain Corporate Awareness & ReputationChinese South Asian
Punjabi General Population
Baseline2011 Year 3 2014 Baseline
2011Year 3 2014
Baseline2011
Year 3 2014
Aware of BCSC * (very/somewhat) 15% 8% 17% 27% 29% 49%Favourable opinion of BCSC (very/somewhat) 13% 39% 12% 46% 38% 42%Aware of InvestRight.org * 2% 8% 7% 18% 8% 18%
Recall campaign 2% 34% 5% 37% 4% 67%
Campaign Response—Sustain Baseline2012 Year 3 Baseline
2012 Year 3 Baseline2012 Year 3
View campaign favourably (very) 15% 40% 39% 61% 28% 46%Relevance-Made for someone like me” (strongly)
15% 32% 57% 68% 24% 33%
Value for ease of understanding (very) 49% 74% 59% 72% 52% 85%Value for being informative (very) 24% 23% 41% 61% 17% 37%Key message recall (Be aware of fraud) 34% 30% 27% 39% 28% 41%
Key attitudes and behaviours Baseline2011 Year 3 Baseline
2011 Year 3 Baseline2011 Year 3
Likelihood of becoming a victim (disagree) 55% 30% 26% 39% 39% 48%
Recognition of typical scam tactic 68% 68% 51% 70% 71% 77%
Likelihood to seek information for BCSC n/a 56% n/a 83% n/a 57%
Willingness to report investment fraud (disagree)
38% 47% 45% 69% 67% 68%
Calls to BCSC Inquiries—increase by 5% n/a n/a 78 201
Better able to recognize a scam n/a 79% n/a 88% n/a 62%
BE FRAUD AWARE CAMPAIGN - YEAR 3
BCSC Case Study
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