個案資料

In January 2018, an account manager at a Canadian advertising agency was tasked with making a recommendation regarding a potential workplace safety marketing campaign in Manitoba, Canada, that aimed to lower the number of work-related injuries and deaths. The account manager had previously been involved with a 2016 advertising campaign that had used an innovative approach to expose the attitudes and opinions that young people had about workplace safety. Cleverly utilized hidden-camera footage of inexperienced young people eagerly agreeing to dangerous working practices caught the attention of the public and media, and ultimately helped raise awareness and reduce workplace injuries in Manitoba. The account manager felt strongly that more needed to be done to improve workplace safety, but he needed to analyze the 2016 results to determine whether a new marketing campaign was the best solution. He would be working with and ultimately pitching his recommendation to a multi-faceted team made up of members who each had a stake in improving workplace safety in Manitoba. With the team already formed and time of the essence, he knew he must analyze and address the potential opportunities of a behavioural marketing campaign in order to make a recommendation on a course of action that could potentially save young Manitobans’ lives.

This case was designed for undergraduate- and graduate-level courses in marketing. The focus is on understanding the elements involved in creating an effective advertising campaign and marketing for behavioural change. Discussing this case can help students learn how to use data from a previous campaign to influence strategy and recommendations for a subsequent behavioural marketing campaign. This includes choosing a marketing strategy, defining objectives, and carrying out target audience segmentation and media planning. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Explore the unique challenges and opportunities that a behavioural marketing campaign can provide.</li><li>Facilitate discussion on marketing strategy and the marketing mix based on available data.</li><li>Develop and define target audience segmentations for an advertising campaign.</li><li>Understand and apply core marketing concepts from behavioural change marketing strategies.</li><li>Develop and analyze various marketing approaches and make recommendations.</li></ul>

• marketing
• advertising
• behavioural change
• marketing strategy
• behavioural marketing campaign
• target audience segmentation
• media planning
• marketing campaign
• marketing mix