Polish Diacritics Campaign|短视频,活动|广告营销案例【ADGuider广告指南】

波兰变音运动

案例简介：描述活动/条目: 在波兰的字母有月特殊标记: ą，ć，ę，ł，斯基，ó，ś，ź，ż。他们帮助我们正确理解单词，它们的意思和发音。由于新技术的发展，我们越来越少地使用它们: 由于逻辑，多达 53% 的极点不使用波兰符号, 由于这一点 -- 正如我们所进行的调查所认为的 -- 信息写得更快。但是如果我们不添加破折号或尾巴，我们可能会创建一个新单词，甚至改变整个句子的意思!有些没有波兰语的词听起来很愚蠢，有些则毫无意义。人们可能会写罗比奇 · 拉斯克 (给口交) 而不是罗比奇 · 拉斯克 (给你一个例子)。这将导致波兰语言的消失，并削弱波兰文化遗产代代相传的作用。为了向波兰人展示他们的语言有多奇怪和愚蠢，因为有一天我们从所有媒体上删除了音调符号。字面上。就好像你在一个国家醒来时，你周围的每个媒体都以一种奇怪的声音说话 -- 几乎就像你的母语一样。该活动涉及 6 个音乐乐队、 34 个广播电台、 250 个门户网站、 21 家报纸和 16 家电视台。预算 3000 欧元，我们获得了价值 500000 欧元的免费媒体报道。一天之内，我们到达了 38 million 个波兰人中的 24 个。你看，波兰是不同的。让我们保持这种方式。描述客户的简报: 我们的研究表明，超过一半的波兰人在短信和电子邮件中没有使用波兰语标记。我们竞选的目标是让他们意识到他们正在扼杀他们的语言。我们的目标群体是一个 3800万的国家。精确到 38.542.000。结果: 在国际母语日，波兰的标志从电视、广播电台、报纸和互联网上消失了。活动的一天导致了超过百万个查询，我们的网站在短短几个小时内被分享了近 3000 次! 行动涉及: 6 个顶级音乐乐队、 34 个广播电台、 250 个门户网站、 21 家报纸和 16 家电视台。我们在竞选中投资了大约 3 000 欧元。我们收到的免费宣传的价值约为 500 000 欧元。仅仅一天，我们就引起了波兰一半以上人口 -- 24.000.000 人的注意。尽管这是一场当地的、不可翻译的运动，但它还是吸引了国际媒体的注意。《卫报》、《华盛顿邮报》、《美国广播公司新闻》、《太阳报》、《波士顿先驱报》、《日本时报》、《上海日报》 -- 仅举几例 -- 在他们的互联网问题上提到了这一点。执行: 首先，我们选择了竞选大使 -- 波兰语委员会的著名教授。接下来我们进行了一项调查。然后我们想出了一个简单的无线电主意。6 波兰音乐乐队同意免费录制他们的点击率，没有波兰分数。歌曲被上传到一个网页上，该网页的地址包含音调符号 (www.językpolskijestąę.pl)。材料准备好了，我们去了广播电台。当他们同意播出时，就像是雪崩的开始。我们邀请记者参加新闻发布会。越来越多的媒体加入了这场运动。我们设法说服他们使用不正确的波兰语。因此，它涉及 34 家广播电台、 250 家门户网站、 21 家报纸和 16 家电视台，所有这些都以有趣的方式发言。我们的预算为 3000 欧元，达到 24.000.000 人。所有时间限制在 24 小时内。情况: 波兰语是世界上最困难的语言之一，它的拼写是一场噩梦，但它是我们的。我们有九个被称为变音符号的特殊标记，用于正确理解单词、它们的含义和发音。今天，波兰语受到避免变音的趋势的威胁。超过 50% 的电线杆不会在 SMSs 和电子邮件中使用它们。这将导致语言的消失，以及文化遗产代代相传的作用被削弱。波兰科学院波兰语委员会要求我们提请注意这个问题。战略: 我们战略的核心是相信，为了实现所有预期的结果，我们需要展示在光线下使用适当语言的问题，娱乐和鼓舞人心的行动方式。这个想法很简单: 让我们把波兰商标排除在所有媒体之外。我们的目标是向波兰人展示，如果电视、报纸和广播中的所有特殊标记消失一天，会发生什么。我们发现，展示没有变音符号的波兰声音的最令人印象深刻的方式是从歌曲中删除它们。我们邀请波兰音乐明星录制他们最伟大的歌曲，没有圆点和尾巴。多亏了这个想法，全国各地的人们可以听到他们最喜欢的、熟知的歌曲听起来奇怪、有趣，在某些时刻令人费解。其他媒体很快加入，让每一根杆子都感觉被一整天奇怪的语言包围着。

波兰变音运动

案例简介：Describe the campaign/entry: In the Polish alphabet there are 9 special marks: ą, ć, ę, ł, ń, ó, ś, ź, ż. They help us with the correct understanding of words, their meaning and pronunciation. Due to the development of new technologies we use them less and less: up to 53% of Poles do not apply Polish signs due to logic, thanks to which – as believed by the surveyed we conducted – messages are written way faster. But if we don’t add a dash or a tail, we may create a new word or even change the meaning of a whole sentence! Some words without Polish marks sound stupid others make no sense. People may write ROBIĆ LASKE (to give a blowjob) instead of ROBIĆ ŁASKĘ (to do a favour) just to give you an example. This will lead to the disappearance of the Polish language and a weakened role of transferring Polish cultural inheritance from generation to generation. To show Poles how strange and silly their language may become, for one day we deleted diacritics from all media. Literally. It is as if you woke up in a country where every media around you speaks in a bizarre sounds-almost-like-your-mother-tongue. The campaign involved 6 music bands, 34 radio stations, 250 portals, 21 newspapers and 16 TV stations. With a budget of 3000 Euros, we received free media coverage worth 500000 Euros. In one day we reached 24 out of 38 millions of Poles. You see, POLISH IS DIFFERENT. Let's keep it this way. Describe the brief from the client: Our research shows that more then half of Poles don’t use Polish marks in text messages and emails. The goal of our campaign was make them aware they are killing their language. Our target group was a 38 million nation. 38.542.000 to be precise. Results: On The International Day of Mother Tongue Polish signs disappeared from television, radio stations, newspapers and the internet. One day of the campaign resulted in more than a million queries and our website was shared almost 3000 times in just a few hours! The action involved: 6 top music bands, 34 radio stations, 250 portals, 21 newspapers and 16 TV stations. We invested about 3 000 euros in the campaign. The value of the free publicity we received, was about 500 000 euros. In just one day we caught the attention of more than a half the population of Poland – 24.000.000 people. Although it was a local, untranslatable campaign, it managed to catch the attention of the international media. The Guardian, The Washington Post, ABC news, The Sun, Boston Herald, Japan Times, Shanghai Daily - to name just a few - mentioned it in their internet issues. Execution: First we chose campaign’s ambassador – a famous professor from the Council of the Polish Language. Next we conducted a survey. Then we came up with a simple radio idea. 6 Polish music bands agreed to record their hits without Polish marks for free. Songs were uploaded to a web page with an address containing diacritics (www.językpolskijestąę.pl). With the material ready we hit radio stations. When they agreed to air it, it was like a start of an avalanche. We invited journalists for a press conference. More and more media joined the campaign. We managed to persuade them to use incorrect Polish. As a result it involved 34 radio stations, 250 portals, 21 newspapers and 16 TV stations, all speaking in a funny way. With a budget of 3000 Euros we reached 24.000.000 people. All in the period limited to 24 hours. The Situation: Polish is one of the most difficult languages in the world, it's spelling is a nightmare but it is ours. We have nine special marks called diacritics, used for the correct understanding of words, their meaning and pronunciation. Today Polish is threatened by the tendency to avoid diacritics. More than 50% of Poles don’t use them in SMSs and emails. This will lead to disappearance of the language and a weakened role of transferring cultural inheritance from generation to generation. The Council of the Polish Language at the Polish Academy of Sciences asked us to draw attention to this issue. The Strategy: The core of our strategy was the belief that to achieve all the desired results we need to show the problem of using proper language in light, entertaining and inspiring to action way. The idea was simple: let’s exclude Polish marks from all media. Our goal was to show Poles what would happened if all the special marks disappeared from television, newspapers and radio for one day. We found out that the most impressive way to show how Polish sounds without diacritical signs is to remove them from songs. We invited Polish music stars to record their greatest hits without dots and tails. Thank to that idea people around the country could hear their favourite, well-knows songs sound strange, funny and in some moments incomprehensibly. Other media soon joined and made every Pole feel surrounded by the strange language during the whole day.