INVISIBLE PEOPLE|短视频|广告营销案例【ADGuider广告指南】

看不见的人

案例简介：简要说明: 尽管非政府组织过去的传统营销努力是为了提高人们的认识，但许多韩国人，尤其是 20 多岁的韩国人，对他们和他们的苦难仍然无动于衷。简报呼吁以一种新的、更有吸引力的方式与他们接触。描述客户的简报: 该运动旨在提高人们对朝鲜难民遭受韩国人苦难的认识。设计过程: 联合国难民署在首尔艺术博物馆举办了一个名为 “看不见的人” 的展览。难民和他们的情感故事以雕像的形式化身。为了创造这些雕像，我们使用了独特的 3D 扫描和打印技术。然后，我们把难民情感故事的视频嵌入其中。这些雕像不是传统的展示，而是藏在博物馆里，所以游客必须找到它们。一旦被发现，当游客们在雕像上轻敲他们支持 QR/NFC 的手机时，他们被关于难民痛苦的情感片段吸引住了。结果: 仅仅三周时间，展览就引起了极大的兴趣 -- 48,216 人参观了展览，5,000 多条令人鼓舞的信息被张贴在 Facebook 页面上，并发送给难民。尽管该运动不是为了筹集资金，但有 87 人报名成为难民署全球难民努力的赞助者。总共有 350万人通过口碑、社交媒体和大众媒体了解难民。由于运动的成功，外国博物馆已经与难民署联系，在他们的国家举办类似的展览。

看不见的人

案例简介：Brief Explanation: Despite the NGOs' past traditional marketing efforts to raise awareness, many South Koreans, especially those in their 20s, remain indifferent to them and their sufferings. The brief called for a new and more appealing way to reach out to them. Describe the brief from the client: The campaign aims to raise awareness about the sufferings of North Korean refugees to South Koreans. Design Process: UNHCR, the UN's refugee agency, held an exhibition titled "Invisible People" at the Seoul Museum of Art. The refugees and their emotional stories were incarnated in the form of figurines. To create these figurines, we used a unique 3D scanning and printing technology. Then, we embedded them with videos of the refugees’ emotional stories. Instead of displaying them conventionally, the figurines were hidden in the museum so visitors had to find them. Once spotted, visitors were engaged by emotional clips about the refugees' sufferings when they tapped their QR/NFC-enabled mobiles on the figurines. Results: In just three weeks, the exhibition garnered significant interest – 48,216 people visited the exhibition and more than 5,000 encouraging messages were posted on the Facebook page and sent to the refugees. Although the campaign wasn't intended to raise funds, 87 people signed up to become sponsors of UNHCR's global refugee efforts. In total, 3.5 million people came to know about the refugees through word of mouth, social media and mass media. Due to the success of the campaign, foreign museums have approached UNHCR to hold similar exhibitions in their countries.