Project Akshar (Alphabets)|短视频|广告营销案例【ADGuider广告指南】

Akshar 项目 (字母)

案例简介：在迪拜，学习英语将帮助许多劳工获得更好的工作和薪水。但是，由于平均月薪为 220 美元，工作时间为 12 小时，他们既没有钱，也没有时间自我教育。迪拜劳工非政府组织 SmartLife 希望帮助改善他们的地位和生活质量。我们创建了项目 Akshar (字母)，在那里我们开始将迪拜的劳动者从蓝领变成白领。我们首先推出免费英语课程。为了鼓励劳动者注册和注册，我们首先需要向他们展示学习英语有多容易。因此，使用有效的视觉学习技术，我们把对他们有用的单词，用印地语脚本写下他们的英语语音，并将它们与他们的视觉表现相结合, 创造单词，通过他们自己的语言教他们英语。然后，我们在迪拜的日常旅程中，放置了数百个这样的单词，设计成看起来像学校的记事本。我们在后面给了他们一个注册号码。我们把迪拜变成了他们的黑板。劳动营变成了教育营。交通巴士变成了校车。建筑工地变成了学习工地。平凡的例行公事成为鼓舞人心的旅程。我们通过创建以下渠道扩展了他们的学习: 学习抽认卡、交互式卡拉ok 歌曲、白话媒体上的平面广告、劳改营周围的公共汽车收容所广告。他们在所有接触点都学会了英语单词。每个单词都让他们更接近学习英语。本着免费英语课的精神，我们分享了一个他们可以给未接电话的号码，SmartLife 打电话给他们，让他们重新注册。我们创建了一本特别版书来为这个项目筹集资金。一个社交媒体应用程序触发了相关市场上印地语观众为该项目提供的新词。结果: Akshar 项目 (字母) 正在将他们的劳动生活转变为学习生活。 (1) 迄今为止，已有 5000 多名学生在该项目中毕业。 (2) 28% 的人已经批准了白领工作的面试。 (3) 12% 在国内推出了企业。 (4) 23% 的人从他们在同一家公司的现有蓝领工作中被提升到白领工作。 (5) 37% 的人获得了更高的工资; 包括某些工人，在短短 12 个月内，从每月 800 AED (220 美元) 到每月 8000 AED (2200 美元) 毕业。 (6) Akshar 项目 (字母) 也被邀请成为迪拜政府 “快乐迪拜” 倡议的一部分。 (7) 所有费用都是免费的 (0 美元) 礼貌 SmartLife 的合作伙伴。 (8) SmartLife 在电视、新闻、广播和社交媒体上为其品牌创造了前所未有的价值 230,000 美元的媒体。在许多其他方面，我们得到了暂停、迪拜一号、国家、海湾新闻、 XPRESS 、 expatwoman.Com 、迪拜市政、阿联酋 24/7 、 GEMS 温彻斯特学校、迪拜媒体公司 7 市、 manorama News，Manoramaonline.com，Khaleej Times，Gulf Madhyam daily。

Akshar 项目 (字母)

案例简介：In Dubai, learning English will help its many labourers get better jobs and salaries. But with average monthly salaries of $220, and a hard life of 12-hour work shifts, they neither have the money nor time to educate themselves. SmartLife, an NGO for Dubai's labourers wanted to help improve their status and quality of life. We created Project Akshar (Alphabets), where we set out to graduate Dubai's labourers from blue-collar to white-collar. We first launched free English classes. And to encourage labourers to register and enroll, we first needed to show them how easy it is to learn English. So, using effective visual learning techniques, we took words that are useful to them, wrote their English phonetic pronunciations in the Hindi script, and combined them with their visual representation, to create words that teach them English through their own language. We then placed hundreds of words like these, designed to look like school notepads, across their daily journey, across Dubai. And we gave them a number at the back for registrations. We turned Dubai into a blackboard for them. Labour camps became Educational camps. Transport buses became School buses. Construction sites became Learning sites. Mundane routines became Inspiring journeys. We extended their learning across channels by creating: Learning flashcards, an Interactive karaoke song, Print ads in vernacular media, Bus shelter ads around labour camps. They picked up English words across all touch points. Each word brought them closer to learning the English language. In the spirit of free English classes, we shared a number they could give a missed call on and SmartLife called them back to enroll them. We created a special edition book to generate funds for the project. And a social media app triggered contributions of new words for the project from Hindi-speaking audiences across relevant markets. Results: Project Akshar (Alphabets) is transforming their lives of labour into lives of learning. (1) 5000+ students have graduated thus far in the project. (2) 28% have cleared job interviews for white-collar jobs. (3) 12% launched businesses back home. (4) 23% got promoted to white-collar jobs, from their existing blue-collar job in the same companies. (5) 37% got higher salaries; including certain workers graduating from 800 AED ($220) per month to 8000 AED ($2200) per month in just 12 months. (6) Project Akshar (Alphabets) has also been invited to be a part of the Dubai Government’s ‘Happy Dubai’ initiative. (7) All costs were pro bono ($0) courtesy SmartLife’s partners. (8) SmartLife generated unprecedented earned media for its brand worth $230,000 across TV, Press, Radio and Social Media. Among many others, we were endorsed by Timeout, Dubai One, The National, Gulf News, XPRESS, Expatwoman.com, Dubai Municipality, Emirates 24/7, GEMS Winchester School, City 7, Dubai Media Inc, Manorama News, Manoramaonline.com, Khaleej Times, Gulf Madhyam daily.