The Life Saving Scarecrow|海报/平面|广告营销案例【ADGuider广告指南】

拯救生命的稻草人

案例简介：结果我们的 t恤在 36 小时内就卖完了，荷兰名人在整个节日和电视上穿着。在社交媒体上，我们大受欢迎: 最受欢迎的标签是: # europride 、 # gay 、 # rookworst (# smoked香肠) 和 # tompouce (# custardpie)。我们在周末创造了 87,801,806 多个媒体印象，媒体价值超过 2,115,114 欧元 (营销投资回报率为 26 倍)。我们 t恤销售的收益捐赠给同性恋直系联盟，这些联盟的学生努力让学校对 LGBTQ 学生和老师来说是安全的。执行我们把我们的品牌图标，烟熏香肠和蛋羹馅饼，变成了爱的象征, 我们以一种显而易见的方式暗示香肠应该能够喜欢香肠，馅饼应该能够喜欢馅饼。我们制作了限量版 t恤，只在欧洲骄傲节举行的阿姆斯特丹商店出售。在节日期间，所有的眼睛和耳朵都在阿姆斯特丹的街道和运河上，我们能够把我们的 t恤放在节日庆祝活动的最前沿。在热爱我们姿态的同性恋社区影响力人士的帮助下，我们的品牌图标成为社交媒体上的热门话题。除了一些只在电影节上的户外广告牌，没有媒体被购买，但是我们的信息成了镇上的话题。活动描述因为赫马是荷兰的一个真爱品牌，他们真的很想在爱情方面就平等和多样性发表强烈声明。赫马因许多事情而受到珍视: 他们在荷兰社会和历史中的地位 (自 1926年以来)，他们的设计和产品。其中一些产品不仅仅是赫马创造的，而且在荷兰社会中占据了突出的地位: “rookworst” (烟熏香肠) 和 “tompouce” (蛋羹派，或字面翻译: tompussy)。这些品牌图标为我们提供了一个理想的机会，让盒马对多样性做出强有力的声明。概要荷兰人为他们接受的社会感到自豪，那里每个人都可以自由地做自己。作为最受欢迎的零售品牌，也是荷兰及其人民的骄傲代表，赫马希望在欧洲骄傲期间就这种自由发表声明。EuroPride 是一个每年一度的节日，旨在鼓励多样性的知名度，2016年由阿姆斯特丹的 Pride 组织举办。像骄傲组织一样，赫马认为每个人都有权利做自己，爱他/她想要的人。

拯救生命的稻草人

案例简介：Outcome Our T-shirts were sold out in 36 hours and worn throughout the festival and on TV by Dutch celebrities. On social media we were a big hit: the most popular hashtags were: #europride, #gay, #rookworst (#smokedsausage) and #tompouce (#custardpie). We generated more than 87,801,806 media impressions over the weekend and more than €2,115,114 in media value (26x return on marketing investment). The proceeds of our T-shirt sales were donated to Gay-Straight Alliances, groups of students who strive to make schools safe for LGBTQ students and teachers. Execution We turned our brand icons, the smoked sausage and custard pie, into symbols for love, where we implied in an admittedly obvious way that sausage should be able to love sausage and pie should be able to love pie. We created limited edition T-shirts that were only available in selected Amsterdam stores where the EuroPride festival took place.During the festival all eyes and ears are on the streets and canals in Amsterdam and we were able to put our T-shirts on the forefront of the festival celebrations. Our brand icons became the hot topic on social media with the help of influencers in the gay community who loved our gesture. Apart from some outdoor billboards only on the festival, no media was bought, but our message became the talk of the town. CampaignDescription Because HEMA is a true love brand in the Netherlands, they really wanted to make a strong statement about equality and diversity when it comes to love. HEMA is cherished for a great number of things: their place in Dutch society and history (since 1926), their design and their products. Some of these products are not just created by HEMA, but have gotten a prominent place in Dutch society: the ‘rookworst’ (smoked sausage) and the ‘tompouce’ (custard pie, or translated literally: tompussy). These brand icons provided us with an ideal opportunity for HEMA to make that strong statement about diversity. Synopsis The Dutch are proud of their accepting society where everybody is free to be themselves. As the most loved retail brand and a proud representative of The Netherlands and its people, HEMA wanted to make a statement about this freedom during Europride. EuroPride is a yearly festival to encourage visibility for diversity, in 2016 organised by the Pride Organization in Amsterdam. Like the Pride organization, HEMA believes that everyone has the right to be themselves and to love whom he / she wants.