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Evert_45
案例简介：概要 二战的教训: 这些故事必须传承下去 每年 5月4日和 5 日，荷兰人纪念二战的伤亡，庆祝他们的自由。这是激动人心的日子，战争幸存者的个人故事发挥了突出的作用。但是越来越少的战争目击者仍然活着。这意味着更少的人能够用他们独特的个人故事来吸引新一代。 当我们读到一篇报纸文章，在这篇文章中，退伍军人请求传递他们的故事，这让我们思考。连接人们是 KPN 的使命。那么 KPN 如何将今天年轻的人和二战期间年轻的人联系起来，并帮助传递他们的故事呢？我们如何让这一点积极反映 KPN 品牌 -- 提高其品牌吸引力？ 战略 说今天的语言 关于过去的故事往往无法吸引年轻一代。如果我们想确保这些故事被传播下去，我们必须用今天的语言，并通过年轻人每天使用的渠道分享它们。 与著名影响者合作 为了接触年轻人，我们与 YouTube 和 Instagram 上的有影响力的人合作，他们觉得与这个主题有联系。他们每个人都创建了一个关于自由和 Evert_45 的项目，并以自己的格式和渠道分享。 分阶段方法 在运动的第一阶段，我们允许该倡议在没有任何 KPN 品牌的年轻人中发挥其潜力。在下一阶段，我们的努力面向更广泛的受众。现在我们知道 KPN 是这项倡议的幕后黑手。这种方法帮助我们在年轻和年长的观众中建立信誉。 相关性 第二次世界大战的故事正在消失。字面上。这就是为什么最后幸存的抵抗战士在报纸上发出情感呼吁，让他们的故事继续流传下去。通过 evert _ 45，KPN 找到了一种将今天的年轻一代与二战期间的年轻一代联系起来的方法。Evert_45 是一个用 Instagram 和 Youtube 讲述 1945年故事的男孩。巨大的成功: 大量的年轻人吵着要越来越长的视频。Evert_45 成为他们的 YouTube 偶像之一。从第四个 vlog 开始，追随者们在上传内容时竞争评论 “第一”。 结果 年轻人看了 130万分钟的历史课 Evert_45 的故事影响了 70% 的年轻人，其中 93% 的人对这项倡议做出了积极回应。三周内，荷兰年轻人自愿观看了 130万多分钟的历史课。看到这一压倒性的反应，教师们现在正在二战中使用 Evert_45 的故事，Evert_45.com 将于 2018年被纳入荷兰学校课程。 Evert_45 倡议也对品牌形象产生了积极影响。大多数人认为这是 KPN 提出的一项有价值 (87%) 和可信 (71%) 的倡议。在那些认可该活动的人中，相关品牌声明的得分明显更高，“kpn 让你感觉自由” 的得分为 24% 对 18%，“kpn 为社会增加价值” 的得分为 18% 对 15%。考虑到短期竞选，这是一个显著的结果。 执行 真实的历史故事 尽管 Evert_45 这个角色是虚构的，但他的故事是基于第二次世界大战中普通荷兰人的真实故事。历史学家 J · 罗森达尔博士保障了历史准确性。专家和利益相关者 (如退伍军人、教师和荷兰抵抗博物馆) 监督了进一步的发展。 Evert_45 vlogging 像今天 Evert_45 通过自己的 YouTube 和 Instagram 频道分享他的故事。他的视频和帖子反映了年轻人的视觉语言和他们的兴趣 (如恶作剧和美食帖子)，但它们也非常接近他真实的经历和历史背景。在三周的时间里，Evert_45 分享了 12 个 vlog，总共 54 分钟的视频，以及 Instagram 上的许多帖子和故事。他更新的频率、持续时间和位置适应了年轻人通常如何查看 vlogger 内容。 活动描述 Evert_45: 从 1945年开始，一个通过社交媒体讲述自己故事的男孩 一个男孩今天和孩子们分享他对二战的第一手资料，使用他们生活和呼吸的工具。还有什么更好的方法让年轻人体验战争的现实和自由的价值？在荷兰的民族解放庆典上，Evert_45 就是这样做的。 Evert_45 是一场身临其境的运动，在 Instagram 、 YouTube 和 evert45.com 上作为一个持续的系列进行。埃弗特的战争故事讲述了他逃离德国劳改营后发现他哥哥躲藏的旅程。故事是由许多对二战目击者、历史学家和教师的深刻采访精心制作的。 这项倡议是针对荷兰报纸的一篇文章而提出的，该文章的特色是对老年抵抗战士的采访，他们恳求在他们离开时保持他们的故事我再也不能告诉他们了。
Evert_45
案例简介：Synopsis Lessons from WWII: these stories must be passed on Every year on May 4th and 5th, the Dutch commemorate the casualties of WWII, and celebrate their freedom. These are emotional days, and the personal stories of people who survived the war play a prominent role. But fewer and fewer eye-witnesses of the war are still alive. This means fewer people are able to engage new generations with their unique personal stories. When we read a newspaper article in which war veterans reached out with a plea to pass on their stories, it got us thinking. It is KPN’s mission to connect people. So how could KPN connect those who are young today with those who were young during WWII and help to pass on their stories? And how could we let this reflect positively on the KPN brand – boosting its brand appeal? Strategy Speaking today’s language Stories about the past often fail to engage younger generations. If we want to make sure these stories are passed on, we have to share them in the language of today, and through the channels young people use on a daily basis. Collaboration with famous influencers To reach young people, we collaborated with influencers on YouTube and Instagram who felt connected to the theme. They each created an item about freedom and Evert_45 – and shared it in their own format and on their own channel. Phased approach In the first phase of the campaign, we allowed the initiative to reach its potential among young people without any KPN branding. In the next phase we aimed our efforts at a broader audience. Now we made it known that KPN was behind the initiative. This approach helped us to establish credibility with both younger and older audiences. Relevancy The stories from the Second World War are dying out. Literally. That’s why the last surviving resistance fighters made an emotional appeal in newspapers to keep their stories alive. With Evert_45, KPN found a way to connect today’s young generation to the generation that was young during WWII. Evert_45 is a boy who tells his story from 1945 using Instagram and Youtube. With great success: large numbers of young people clamoured for more and longer videos. Evert_45 became one of their YouTube idols. From the 4th vlog onwards, followers competed to comment ‘first’ when content was uploaded. Outcome Young people watched 1.3 million minutes worth of history lessons The story of Evert_45 reached 70% of young people, with 93% of them responding positively to the initiative. Within three weeks, young Dutch people voluntarily (!) watched over 1.3 million minutes of history lessons. Seeing this overwhelming response, teachers are now using Evert_45’s story in their lessons on WWII and Evert_45.com is due to be included in the Dutch school curriculum as of 2018. The Evert_45 initiative also had a positive impact on brand image. Most think this is a valuable (87%) and credible (71%) initiative by KPN. Scores on relevant brand statements are significantly higher among those who recognise the campaign, with ‘KPN makes you feel free’ at 24% vs. 18% and ‘KPN adds value to society’ at 18% vs. 15%. A remarkable result, considering the short campaign period. Execution Real historical stories Even though the character of Evert_45 is fictional, his story is based on true stories of ordinary Dutch people from the Second World War. Historical accuracy was safeguarded by historian Dr. J. Rosendaal. Further development was overseen by experts and stakeholders (e.g. veterans, teachers and the Dutch Resistance Museum). Evert_45 vlogging like today Evert_45 shares his story through his own YouTube and Instagram channels. His vlogs and posts reflect the visual language of young people and their interests (such as pranks and foodie posts), yet they also stay very close to his authentic experience and the historical context. Over a period of three weeks, Evert_45 shared 12 vlogs with a total of 54 minutes of video, as well as numerous posts and stories on Instagram. Frequency, duration and placement of his updates were adapted to how young people normally view vlogger content. Campaign Description Evert_45: a boy who tells his story through social media, from the year 1945 A boy sharing his first-hand account of WWII with kids today, using the tools they live and breathe. What better way to let young people experience the reality of war and the value of freedom? During national liberation celebrations in the Netherlands, Evert_45 did just that. Evert_45 is an immersive campaign played out as an ongoing series on Instagram, YouTube and evert45.com. Evert’s war story recounts his journey to find his brother in hiding after escaping a German labour camp. The narrative was carefully crafted from numerous insightful interviews with WWII eyewitnesses, historians and teachers. The initiative was developed in response to a Dutch newspaper article featuring interviews with elderly resistance fighters who pleaded to keep their stories alive when they would no longer be around to tell them.
Evert_45
案例简介：概要 二战的教训: 这些故事必须传承下去 每年 5月4日和 5 日，荷兰人纪念二战的伤亡，庆祝他们的自由。这是激动人心的日子，战争幸存者的个人故事发挥了突出的作用。但是越来越少的战争目击者仍然活着。这意味着更少的人能够用他们独特的个人故事来吸引新一代。 当我们读到一篇报纸文章，在这篇文章中，退伍军人请求传递他们的故事，这让我们思考。连接人们是 KPN 的使命。那么 KPN 如何将今天年轻的人和二战期间年轻的人联系起来，并帮助传递他们的故事呢？我们如何让这一点积极反映 KPN 品牌 -- 提高其品牌吸引力？ 战略 说今天的语言 关于过去的故事往往无法吸引年轻一代。如果我们想确保这些故事被传播下去，我们必须用今天的语言，并通过年轻人每天使用的渠道分享它们。 与著名影响者合作 为了接触年轻人，我们与 YouTube 和 Instagram 上的有影响力的人合作，他们觉得与这个主题有联系。他们每个人都创建了一个关于自由和 Evert_45 的项目，并以自己的格式和渠道分享。 分阶段方法 在运动的第一阶段，我们允许该倡议在没有任何 KPN 品牌的年轻人中发挥其潜力。在下一阶段，我们的努力面向更广泛的受众。现在我们知道 KPN 是这项倡议的幕后黑手。这种方法帮助我们在年轻和年长的观众中建立信誉。 相关性 第二次世界大战的故事正在消失。字面上。这就是为什么最后幸存的抵抗战士在报纸上发出情感呼吁，让他们的故事继续流传下去。通过 evert _ 45，KPN 找到了一种将今天的年轻一代与二战期间的年轻一代联系起来的方法。Evert_45 是一个用 Instagram 和 Youtube 讲述 1945年故事的男孩。巨大的成功: 大量的年轻人吵着要越来越长的视频。Evert_45 成为他们的 YouTube 偶像之一。从第四个 vlog 开始，追随者们在上传内容时竞争评论 “第一”。 结果 年轻人看了 130万分钟的历史课 Evert_45 的故事影响了 70% 的年轻人，其中 93% 的人对这项倡议做出了积极回应。三周内，荷兰年轻人自愿观看了 130万多分钟的历史课。看到这一压倒性的反应，教师们现在正在二战中使用 Evert_45 的故事，Evert_45.com 将于 2018年被纳入荷兰学校课程。 Evert_45 倡议也对品牌形象产生了积极影响。大多数人认为这是 KPN 提出的一项有价值 (87%) 和可信 (71%) 的倡议。在那些认可该活动的人中，相关品牌声明的得分明显更高，“kpn 让你感觉自由” 的得分为 24% 对 18%，“kpn 为社会增加价值” 的得分为 18% 对 15%。考虑到短期竞选，这是一个显著的结果。 执行 真实的历史故事 尽管 Evert_45 这个角色是虚构的，但他的故事是基于第二次世界大战中普通荷兰人的真实故事。历史学家 J · 罗森达尔博士保障了历史准确性。专家和利益相关者 (如退伍军人、教师和荷兰抵抗博物馆) 监督了进一步的发展。 Evert_45 vlogging 像今天 Evert_45 通过自己的 YouTube 和 Instagram 频道分享他的故事。他的视频和帖子反映了年轻人的视觉语言和他们的兴趣 (如恶作剧和美食帖子)，但它们也非常接近他真实的经历和历史背景。在三周的时间里，Evert_45 分享了 12 个 vlog，总共 54 分钟的视频，以及 Instagram 上的许多帖子和故事。他更新的频率、持续时间和位置适应了年轻人通常如何查看 vlogger 内容。 活动描述 Evert_45: 从 1945年开始，一个通过社交媒体讲述自己故事的男孩 一个男孩今天和孩子们分享他对二战的第一手资料，使用他们生活和呼吸的工具。还有什么更好的方法让年轻人体验战争的现实和自由的价值？在荷兰的民族解放庆典上，Evert_45 就是这样做的。 Evert_45 是一场身临其境的运动，在 Instagram 、 YouTube 和 evert45.com 上作为一个持续的系列进行。埃弗特的战争故事讲述了他逃离德国劳改营后发现他哥哥躲藏的旅程。故事是由许多对二战目击者、历史学家和教师的深刻采访精心制作的。 这项倡议是针对荷兰报纸的一篇文章而提出的，该文章的特色是对老年抵抗战士的采访，他们恳求在他们离开时保持他们的故事我再也不能告诉他们了。
Evert_45
案例简介：Synopsis Lessons from WWII: these stories must be passed on Every year on May 4th and 5th, the Dutch commemorate the casualties of WWII, and celebrate their freedom. These are emotional days, and the personal stories of people who survived the war play a prominent role. But fewer and fewer eye-witnesses of the war are still alive. This means fewer people are able to engage new generations with their unique personal stories. When we read a newspaper article in which war veterans reached out with a plea to pass on their stories, it got us thinking. It is KPN’s mission to connect people. So how could KPN connect those who are young today with those who were young during WWII and help to pass on their stories? And how could we let this reflect positively on the KPN brand – boosting its brand appeal? Strategy Speaking today’s language Stories about the past often fail to engage younger generations. If we want to make sure these stories are passed on, we have to share them in the language of today, and through the channels young people use on a daily basis. Collaboration with famous influencers To reach young people, we collaborated with influencers on YouTube and Instagram who felt connected to the theme. They each created an item about freedom and Evert_45 – and shared it in their own format and on their own channel. Phased approach In the first phase of the campaign, we allowed the initiative to reach its potential among young people without any KPN branding. In the next phase we aimed our efforts at a broader audience. Now we made it known that KPN was behind the initiative. This approach helped us to establish credibility with both younger and older audiences. Relevancy The stories from the Second World War are dying out. Literally. That’s why the last surviving resistance fighters made an emotional appeal in newspapers to keep their stories alive. With Evert_45, KPN found a way to connect today’s young generation to the generation that was young during WWII. Evert_45 is a boy who tells his story from 1945 using Instagram and Youtube. With great success: large numbers of young people clamoured for more and longer videos. Evert_45 became one of their YouTube idols. From the 4th vlog onwards, followers competed to comment ‘first’ when content was uploaded. Outcome Young people watched 1.3 million minutes worth of history lessons The story of Evert_45 reached 70% of young people, with 93% of them responding positively to the initiative. Within three weeks, young Dutch people voluntarily (!) watched over 1.3 million minutes of history lessons. Seeing this overwhelming response, teachers are now using Evert_45’s story in their lessons on WWII and Evert_45.com is due to be included in the Dutch school curriculum as of 2018. The Evert_45 initiative also had a positive impact on brand image. Most think this is a valuable (87%) and credible (71%) initiative by KPN. Scores on relevant brand statements are significantly higher among those who recognise the campaign, with ‘KPN makes you feel free’ at 24% vs. 18% and ‘KPN adds value to society’ at 18% vs. 15%. A remarkable result, considering the short campaign period. Execution Real historical stories Even though the character of Evert_45 is fictional, his story is based on true stories of ordinary Dutch people from the Second World War. Historical accuracy was safeguarded by historian Dr. J. Rosendaal. Further development was overseen by experts and stakeholders (e.g. veterans, teachers and the Dutch Resistance Museum). Evert_45 vlogging like today Evert_45 shares his story through his own YouTube and Instagram channels. His vlogs and posts reflect the visual language of young people and their interests (such as pranks and foodie posts), yet they also stay very close to his authentic experience and the historical context. Over a period of three weeks, Evert_45 shared 12 vlogs with a total of 54 minutes of video, as well as numerous posts and stories on Instagram. Frequency, duration and placement of his updates were adapted to how young people normally view vlogger content. Campaign Description Evert_45: a boy who tells his story through social media, from the year 1945 A boy sharing his first-hand account of WWII with kids today, using the tools they live and breathe. What better way to let young people experience the reality of war and the value of freedom? During national liberation celebrations in the Netherlands, Evert_45 did just that. Evert_45 is an immersive campaign played out as an ongoing series on Instagram, YouTube and evert45.com. Evert’s war story recounts his journey to find his brother in hiding after escaping a German labour camp. The narrative was carefully crafted from numerous insightful interviews with WWII eyewitnesses, historians and teachers. The initiative was developed in response to a Dutch newspaper article featuring interviews with elderly resistance fighters who pleaded to keep their stories alive when they would no longer be around to tell them.
Evert_45
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Evert_45
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