The Worst Soap Opera|短视频|广告营销案例【ADGuider广告指南】

最差的肥皂剧

案例简介：概要在多米尼加共和国，37% 的女性在 18 岁之前结婚，12% 在 15 岁生日之前结婚。更糟糕的是，法律实际上允许这一点，但这个国家的很大一部分人对这一现实视而不见。儿童基金会要求我们提供帮助，使这成为一个符合国家利益的问题，并要求政府采取行动修改法律。战略我们的策略是以一种原始的方式讲述这个故事，以引起观众的厌恶，让他们感到不舒服，并要求电视网络停止播放肥皂剧, 这在我国的不雅念内容中是屡见不鲜的。然后，我们把我们的谈话从厌恶变成了战争呼吁变革，揭示了直接从经历这种暴力的人的生活中获得的故事, 没有人愿意再看到的真实故事,让公众知道有一项允许童婚的法律，它必须改变。该策略是获得公众、名人、媒体的支持，最重要的是，让政府官员修改这项法律。相关性电视是多米尼加共和国最重要的媒体，电视 (肥皂剧) 是每个电视网络中收视率最高的内容。为了接触到人口，我们必须利用电视在这个国家的相关性来吸引观众，并利用数字来推动他们进行对话。引发一场要求政府修改法律的对话结果 -10 集-最糟糕的肥皂剧成为离线和在线的热门话题。-在最初的两周内: 在一个只有 1,048,278 人的国家，在盈利媒体上超过 6,000,000 美元，在 YouTube 和 FaceBook 上超过 1060万的浏览量。-超过 200 次播放和放置，包括主要电视网络、电视、报纸、杂志、数字频道、社交媒体和广播的公关报道。-超过 1,000,000 名影响者和博客作者响应了我们的信息。国会议员公开谈论修改法律的必要性，甚至副总统也参与其中。-制定了一项新法律，禁止结婚至 18 岁，但没有例外。-该运动已被正式确认为儿童基金会最成功的运动之一。执行在这个国家，肥皂剧是最受欢迎的内容。我们创作了一个十集的故事，讲述了一个成年男人和一个未成年女孩生活在一起的爱情，以及随之而来的原始暴力和虐待，而她的家人对此无能为力。该节目以一场综合运动首映，这些剧集在黄金时段在最重要的电视网络上播出，之后就在互联网上播出。这引发了社交媒体上的对话，观众被要求停止播放肥皂剧。然后，在现场采访中，我们透露这些故事不是虚构的，实际上是受现实生活的启发。此后，谈话变成了恳求政府修改法律的人。活动描述我们创建了一个内容，吸引观众，并向他们展示了这个现实。肥皂剧是这个国家最受关注的媒体和电视内容，这就是为什么我们创作了十集关于一种不寻常的爱的故事: 和一个未成年女孩生活在一起的成年男人的爱，以及随之而来的原始暴力和虐待,她的家人一直对此无能为力。该节目以一场综合运动首映，这些剧集在黄金时段在最重要的电视网络上播出，之后就在互联网上播出。愤怒是我们的目标，我们想激怒观众，让他们对肥皂剧的内容生气，以便开始对话。

最差的肥皂剧

案例简介：Synopsis In the Dominican Republic, 37% of women get married before turning 18, and 12% before their 15th birthday. To make matters worse, the law actually allows this but a big part of the country is blind to this reality. Unicef asked for our help to make this a matter of national interest and demand action from the government to change the law. Strategy Our strategy was to tell the story in a raw way to provoke disgust in the viewers, making them feel uncomfortable and demand the TV networks to take the soap opera off air, which is a common occurrence in our country when it comes to indecent content. We then turned our conversation from disgust into a war cry for change, by revealing that the stories where taken directly from the lives of people going through this kind of violence, true stories that no one would like to see ever again, letting the public know that there is a law that allows child marriage and that it had to be changed. The strategy was to get the support of the public, celebrities, the press and, most importantly, get government officials to change this law. Relevancy TV is the most important media in Dominican Republic and telenovelas (soap operas) are the highest rated content in every TV network. In order to reach the population we had to take advantage of the relevance that TV has in the country to pull in the audience, and using digital to push them into conversation. Igniting a conversation that would demand the law to be change by the government Outcome - 10 episodes -The Worst Soap Opera became trending topic offline & online. - In the first 2 weeks: More than US$1,048,278 on earned media, More than 6,000,000 views on YouTube and FaceBook, in a country with only 10.6 million people. -More than 200 airings and placements including major TV networks, PR coverage in TV, newspapers, magazines, digital channels, social media and radio. -Over 1,000,000 influencers & bloggers echoed our message. -Congressmen spoke publicly about the necessity to modify the law, and even the Vice-president got involved. -A new law was made prohibiting marriage until 18 years of age, with out exceptions. -The Campaign has been officially recognized as one of the most successful UNICEF campaigns. Execution In the country, soap operas are the most viewed piece of content. We created a ten episode story about the lusty love of an adult man living with an underage girl and the raw violence and abuse that followed, all while her family was unable to do anything about it. The show premiered with an integrated campaign and the episodes aired during prime time in the most important TV networks, and on the Internet right after. This ignited a conversation on social media were the viewers asked to take the soap opera off air. Then, on live interviews we revealed that these stories were not fiction and were actually inspired by real life ones. After this, the conversation switched into people pleading the government to change the law. CampaignDescription We created a piece of content that lured viewers in and showed them this reality. Soap operas are the most watched media and TV content in the country, that's why we created a ten episode story about an unusual kind of love: the lusty love of an adult man living with an underage girl and the raw violence and abuse that followed, all while her family was unable to do anything about it. The show premiered with an integrated campaign and the episodes aired during prime time in the most important TV networks, and on the Internet right after. Indignation was our goal, we wanted to provoke the audience by making them angry with the content of the soap opera in order to start a conversation.