CURATORS OF SWEDEN|短视频|广告营销案例【ADGuider广告指南】

瑞典馆长

案例简介：创意学分描述活动/条目瑞典作为一个进步国家的客观地位。计划你如何为一个远在欧洲北部的 9 百万小国创造好奇、兴趣和同情？你如何证明他们的核心价值观 (开放、真实、关心、创新)？公关策略开始对话，而不是单向沟通，以便让人们自愿传播这个词 -- 没有给定的预算。使用最快的媒体接触全球记者和乘数: 推特。Idea 通过让普通瑞典人一次控制官方 @ 瑞典账户 1 周来取消国家品牌惯例。让他们通过个人思考、深思熟虑、挑衅性和有趣的推特来代表瑞典。然后一周又一周重复这个程序，让新的人负责账户。通过推特，瑞典的形象被建立起来: 动态的、个人的、创新的和深刻的人性。然后添加: 没有审查。没有限制。就像瑞典一样。结果在 6 周内，我们吸引了来自 26,000 个国家的 120 多名追随者，并开始了数千次对话, 引发关于社交媒体透明度以及技术如何用于民主的讨论，并激励其他人开始类似的账户，如 @ WeAreAustralia 、 @ people oftheuk 、 @ TweetweekUSA 和 @ CuratorsMexico。该活动在所有主要媒体都有报道，如《泰晤士报》、英国广播公司、美国有线电视新闻网、 MSNBC 、福克斯新闻; 博客，如 boingboing boing 、 thenextweb 、 readwriteweb 和 mashable; 以及在赫芬顿、半岛电视台、阿拉伯半岛、时尚、华盛顿邮报、环球邮报、拉斯塔姆帕等网站上;并在瑞典、意大利和美国电台播出，公关价值超过 19,800,000 美元。描述客户的简报该倡议的总体目标是展示瑞典的行动进展。目标是双重的: 1。通过将官方沟通渠道的控制权移交给公民的民主行动，创造最大的公关效果; 2. 制作一张瑞典的照片，不同于通常的旅游手册。目标 1。世界各地推特社区的记者; 2. 瑞典以外的人对瑞典、瑞典文化、价值观和日常生活有不同程度的兴趣; 3. 公民: 让他们参与讨论，并通过他们的热情促进国家。结果结果在 6 周内，我们吸引了来自 26,000 个国家的 120 多名追随者，并开始了数千次对话, 引发关于社交媒体透明度以及技术如何用于民主的讨论，并激励其他人开始类似的账户，如 @ WeAreAustralia 、 @ people oftheuk 、 @ TweetweekUSA 和 @ CuratorsMexico。我们已经在所有主要媒体上亮相，如《泰晤士报》、英国广播公司、美国有线电视新闻网、 MSNBC 、福克斯新闻; 博客，如 boingboing boing 、 thenextweb 、 readwriteweb 和 mashable; 以及在赫芬顿、半岛电视台、阿拉比亚、《时尚》、《华盛顿邮报》、《环球邮报》、 La Stampa 等网站上;并在瑞典、意大利和美国电台播出，公关价值超过 19,800,000 美元。一些媒体在我们的策展人一周结束后直接联系他们进行采访。我们认为这很棒! 执行瑞典策展人不是一场运动，而是一项持续的倡议，实时生活在推特平台上。该倡议始于 2011年12月10日诺贝尔日。每周都会看到一位新的国家发言人，这在周日晚上公布，然后在周一早上开始他/她的光荣任务。策展人的推文和项目的简短描述的存档功能可以在策展人网站上同时获得。形势全球旅游业尚未适应变化的传播环境，主要依靠精美的小册子和广告活动。只有几个官方的国家推特账户，这些账户由政府雇员管理，他们发传统的单向旅游信息。甚至 @ 瑞典自 2009年以来也以这种方式运行。推特的主要机会是它与全球记者和多 piers 目标群体的关系，特别关注瑞典问题，如言论自由。战略 Strategy Twitter 是首选平台，因为它使人们能够在全球范围内实时分享想法和观点。推特很容易分享和更新，并鼓励追随者进行对话。除了其他事情之外，推特之所以被选中，是因为它在世界各地的记者圈子里很有魅力，这可能会导致媒体被赢得 -- 就像它所做的那样。创造性策略关键的创造性想法本身就是民主行为，其次是选择策展人来创造一个既有趣又有代表性的瑞典人组合来开始这个项目。推特内部的设计可能性是有限的，执行 -- 它每周都会改变头像 -- 覆盖着 “我” 的图片，然后是账户签名 @ 瑞典 -- 构成了一种力量每一个策展人的 ful 声明，即 “我很瘦”。

瑞典馆长

案例简介：CREATIVE CREDITS Describe the campaign/entry Objective Position Sweden as a progressive country. Plan How do you create curiosity, interest and sympathy for a small nation of 9m far up in the north of Europe? And how do you prove their core values (openness, authenticity, care, innovation)? PR Strategy Start conversations instead of one-way communication, in order to let people spread the word voluntarily - without a given budget. Use the fastest medium to reach journalists and multipliers globally: Twitter. Idea Remove nation-branding conventions by letting ordinary Swedes control the official @sweden account 1 week at a time. Let them represent Sweden through personal reflections, thoughtful, provocative and fun tweets. Then repeat the procedure week after week, putting new persons in charge of the account. Tweet by tweet, the image of Sweden is built: dynamic, personal, innovative and deeply human. Then add: No censorship. No limits. Just like Sweden. Results Within 6 weeks, we attracted over 26,000 followers from 120 countries and started thousands of conversations, sparking discussions on transparency in social media and how technology can be used for democracy as well as inspiring others to start similar accounts like @WeAreAustralia, @PeopleOfTheUK, @TweetweekUSA and @CuratorsMexico. The campaign was featured in all major media, such as The Times, BBC, CNN, MSNBC, Fox News; blogs, such as boingboing, thenextweb, readwriteweb and mashable; as well as on sites such as Huffington, Al Jazeera, Al Arabiya, Vogue, WashingtonPost, Globe&Mail, LaStampa; and was broadcast on Swedish, Italian and US radio for an equivalent PR value in excess of US$19,800,000. Describe the brief from the client The overall objective of the initiative is to show Sweden's progress in action. The goals were two-fold: 1. Create maximum PR effect with the democratic action of handing the control of an official communication channel over to the citizens; 2. Create a picture of Sweden different to that that can be obtained by the usual tourist brochures. Target 1. Journalists within the twitter community worldwide; 2. People outside of Sweden who are to various degrees interested in the country of Sweden, Swedish culture, values and everyday life; 3. Citizens: Get them involved in the discussion and through their enthusiasm promote the country. Results Results Within 6 weeks, we attracted over 26,000 followers from 120 countries and started thousands of conversations, sparking discussions on transparency in social media and how technology can be used for democracy as well as inspiring others to start similar accounts like @WeAreAustralia, @PeopleOfTheUK, @TweetweekUSA and @CuratorsMexico. We’ve been featured in all major media such as The Times, BBC, CNN, MSNBC, Fox News; blogs such as boingboing, thenextweb, readwriteweb and mashable; as well as on sites such as Huffington, Al Jazeera, Al Arabiya, Vogue, Washington Post, Globe and Mail, La Stampa; and was broadcast on Swedish, Italian and US radio for an equivalent PR value in excess of US$19,800,000. Some media have been contacting our curators directly for interviews after their week was up. We think this is great! Execution Curators of Sweden is not a campaign, but an ongoing initiative that lives in real-time on the Twitter platform. The initiative started on Nobel Day, December 10th, 2011. Each week sees a new spokesperson for the country, which is revealed on Sunday night, before starting his/her honorable task on Monday morning. An archive function of the curators’ tweets and a short description of the project are available in parallel on the curatorsofsweden.com website. The Situation The global tourism industry has not yet adapted to the changed communication landscape and mostly relies on glossy brochures and advertising campaigns. There are only a few official national Twitter accounts, and those few are run by Government employees who tweet traditional one-way tourism messages. Even @sweden had been run in this way since 2009. Twitter's main opportunity is its affinity within the target group of journalists and multipiers globally with a special focus on Swedish issues, like freedom of speech. The Strategy Strategy Twitter is the platform of choice as it enables people to share thoughts and views in realtime, globally. Twitter is easy to share and update and encourages followers to engage in a dialogue. Twitter was, amongst other things, chosen for its affinity within journalist circles all over the world, potentially resulting in earned media - as it did. Creative Strategy The key creative idea is the democratic act in itself, followed by the selection of curators to create a both interesting and representative mix of Swedes to start-off the project. The design-possibilities within Twitter are limited, the execution - with its weekly-changing avatar-pictures with the overlay of 'I’M' followed by the account signature @sweden - makes for a powerful statement for each and every curator, i.e. 'I am Sweden'.