The One Who Will End Cancer|短视频|广告营销案例【ADGuider广告指南】

将结束癌症的人

案例简介：执行一张脸。一个声音。一次竞选。在一项综合运动中，我们要求一个国家团结起来，成为结束癌症的人。支持者可以通过在浏览器中使用 webGL 和 HTML5 技术构建的微型网站，通过简单地将自己添加到 “一个” 的实时、不断变化的界面中来表示他们的支持。定制信息、人脸和 URL 的创建为用户提供了个性化的社会资产，以显示他们对基金会的支持。为了推动网站的流量，我们使用电影、电视、数字户外、横幅、海报、新闻和广播来加入行动呼吁。结果这项活动的最终成功衡量标准将是辅助和辅助品牌意识的提高 -- 尤其是在年轻的澳大利亚人中间。对于 ACRF 这样的慈善机构来说,这个品牌跟踪是每两年进行一次的，这意味着自从这个活动开始以来，结果还没有公布。到目前为止，我们所知道的是: 这个网站已经覆盖了世界各地数百万人，超过 170万澳大利亚人在线。推出一个月后，每 6 个独特的访客中就有一个，增加了他们的面部和细节。对 ACRF 的认识每天都在增长。战略凭借最小的品牌知名度和老化的支持者基础，(ACRF) 澳大利亚癌症研究基金会正在进行的挑战是在慈善机构的海洋中脱颖而出。虽然很明显，澳大利亚人总的来说更喜欢忠于少数几个慈善机构，但年轻的澳大利亚人被发现在他们的慈善支持中更 “滥交”。这给了 ACRF 一个招募他们作为支持者的机会，但是有这么多慈善机构在争夺他们的注意力，挑战是以正确的方式吸引他们。说到慈善支持，利他主义和自恋之间的关系越来越紧张。年轻的观众利用慈善机构来帮助策划他们的 “社交自我” 以及其他人如何在网上看待他们。这个想法让一代人能够结束癌症。而大多数慈善机构想要你的钱。我们只想要你的脸。介绍 -- 结束癌症的人。

将结束癌症的人

案例简介：Execution One face. One voice. One campaign.In an integrated campaign we ask a nation to come together to be The One Who Will End Cancer.Supporters can show their support by simply adding themselves to the live, evolving face of ‘The One’ through a microsite built with webGL and HTML5 technologies within the browser. The creation of a bespoke message, face and URL gave users a personalised social asset to show their support for the Foundation.To drive traffic to the site, we used cinema, TV, digital OOH, banners, posters, press and radio with the call-to-action to join. Outcome The ultimate success metric for this campaign will be improvements in aided and unaided brand awareness – particularly amongst younger Australians.For a charity such as ACRF, this brand tracking is done on a bi-annual basis meaning that results since this campaign went live are not yet available.What we know so far:•The One has reach millions around the world and over 1.7 million Australians online.•Resulting in 1 in 6 unique visitors to The One, adding their face and details, just over one month since launch. •The One and awareness of the ACRF continues to grow each day. Strategy With minimal brand awareness and an ageing supporter base, the (ACRF) Australian Cancer Research Foundation’s ongoing challenge is to stand out in a sea of charities. While it's clear that Australian's in general prefer to stay loyal to a select few charities, younger Australian's were found to be more 'promiscuous' in their charity support. This presented the ACRF with an opportunity to recruit them as supporters, but with so many charities vying for their attention, the challenge was to engage them in the right way.When it comes to charity support, there’s a growing tension between altruism and narcissism. Where a younger audience uses charity to help curate their 'social-self' and how others perceive them online.This idea empowers a generation to end cancer. While most charities want your money. We just want your face. Introducing – The One Who Will End Cancer.