Accessibility Mat|海报/平面|广告营销案例【ADGuider广告指南】

无障碍垫

案例简介：背景在巴西，有4600万人患有某种类型的残疾。其中7% 有运动残疾。尽管轮椅使用者能够驾驶改装的汽车，但当他们上街时，即使在主要城市，他们也必须面对压倒性的无障碍环境。无障碍垫将福特的机动性信念变成了能够改变人们生活的有形部分。这是一种思考移动性的新方式。即使驾驶员在车外，也是一种新的移动方式。由于它的技术描绘了缺乏可及性，它把残疾人作为他们生活的主角，让他们指出需要调整的地方。使用它的人越多，我们就越知道哪些地方需要调整可访问性。创建了一个宝贵的数据库，我们可以与地方当局共享，以帮助建设无障碍城市。描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性当我们谈论无障碍环境时，巴西远非理想。即使在巴西主要城市，甚至有大量残疾人人口，无障碍公共政策实际上也不存在。轮椅使用者必须面对许多障碍，才能有规律的生活，才能在人群中移动并与人们融为一体。由于缺乏可及性，他们中的许多人失去了机会。描述创意 (投票30%) 这是一种重新设计的汽车垫，可作为残疾驾驶员的便携式辅助工具。一种由非常轻巧且坚固的材料制成的设计，由汽车内部已经存在的一部分 (行李箱垫) 制成。驾驶员只需将垫子放在行李箱中，将其折叠，放在轮椅的后部，并在需要时使用即可。垫子还具有传感器和微处理器，该微处理器将蓝牙信号发送到轮椅用户的手机，以及带有地图点的应用程序。这样，我们创建了一个宝贵的数据库，可以与地方当局共享，以帮助建设无障碍城市。福特Ecosport之所以被选为该项目，是因为它是最畅销的残疾驾驶员福特汽车。描述策略 (投票20%) 这个想法是在不同的渠道推出新的原型，以促进关于这个主题的大规模对话，并收集更多的意见和反馈。现场活动对于让我们的主要目标残疾人接触并测试垫子非常重要。他们可以在第30届圣保罗国际车展和校园派对等现场活动中做到这一点。在网上，我们可以增加与整个目标的对话，与残疾司机、无障碍热情、技术爱好者和车迷交谈。描述执行 (投票20%) 在整个执行过程中，创建的所有原型都经过了不同类型的测试以批准其功能。自项目开始以来，轮椅使用者一直参与其中，进行测试并提供见解。比利和米歇尔是最重要的搭档。无障碍垫于2018年10月23日推出，这是福特媒体和合作伙伴独有的活动。同时，我们在Youtube和Facebook上的福特页面上推出了一部在线电影。之后，我们在第30届圣保罗国际车展和巴西校园派对等现场活动中推广了垫子。描述结果/影响 (投票30%) 制作了一部电影向公众展示该项目，并在福特的网站，Facebook和Youtube上进行了宣传。超过5000万人受到影响，竞选活动获得了超过1700万名媒体。它在网上开始了宝贵的对话，因此我们可以收集大量有关原型的不同意见，想法和反馈的数据。它还促进了关于媒体无障碍和机会均等的辩论，甚至巴西总统本人米歇尔·特梅尔 (Michel Temer) 也参观了第30届圣保罗国际车展上的福特展台，以更好地了解无障碍垫。

无障碍垫

案例简介：Background In Brazil, there are 46 million people with some type of disability. 7% of them have a motor disability. Despite a wheelchair user being capable of driving an adapted car, when they go to the streets, they must face the overwhelming lack of accessibility, even in the main cities. The Accessibility Mat came to turn Ford beliefs of mobility into a tangible piece capable of changing people’s lives. It’s a new way to think mobility. A new way to move even when the driver is outside the car. Because of its technology that maps the lack of accessibility, it puts the disabled people as protagonists of their life, allowing them to point the places that need adjustments. The more people use it, the more we know which places need accessibility adjustments. A precious databank is created, that we can share with local authorities in order to help building accessible cities. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context When we talk about accessibility, Brazil is far of the ideal. The public policy of accessibility is practically inexistent, even in the main Brazilian cities and even with a huge disabled people population. The wheelchair users must face a lot of obstacles to have a regular life, to move through the crowds and feel integrated with the people. Lots of them lost opportunities because of the lack of accessibility. Describe the creative idea (30% of vote) It is a car mat redesigned to work as a portable accessibility tool for disabled drivers. A piece of design, made of a very light and resistant material, created from a part that already exists inside the car, the trunk mat. The driver just needs to get the Mat in the trunk, fold it, put in the back of their wheelchair and use it whenever they need to. The Mat also has sensors and a microprocessor that sends Bluetooth signals to the wheelchair user’s mobile phone and an app with a map point the exactly place it was used. That way we create a precious databank that we can share with local authorities in order to help building accessible cities. Ford Ecosport was chosen for this project because it is the best-selling Ford vehicle for disabled drivers. Describe the strategy (20% of vote) The idea was to launch the new prototype in different channels in order to promote a huge conversation about the subject and collect the more opinions and feedback we could. The live events were important to allow our main target, disabled people, got in contact and test the Mat. They could do this in live events like the 30th São Paulo International Auto Show and the Campus Party. Online we could increase the conversation with the whole target, talking with disabled drivers, accessibility enthusiastic, technology lovers and car fans. Describe the execution (20% of vote) During the whole process of execution, all prototypes created have passed through different kind of tests to approve its capability. Wheelchair users have participated since the beginning of the project, testing and giving insights. Billy and Michele were the most important partners. The Accessibility Mat was launched on 23 October 2018, in a Ford event exclusive for media and partners. At the same time, we launched an online film at Fords pages on Youtube and Facebook. After this we promoted the Mat in live events like the 30th Sao Paulo International Auto Show and the Brazilian Campus Party. Describe the results/impact (30% of vote) A film was produced to present the project to the public and it was promoted on Ford’s website, Facebook and Youtube. More than 50 million people were impacted and the campaign had more than 17 million earned media. It started a precious conversation online, so we could collect a huge amount of data with different opinions, ideas and feedbacks about the prototype. It also promoted a debate about accessibility and equality of opportunities in the media, even Brazil’s president himself, Michel Temer, paid a visit to Ford’s stand at the 30th Sao Paulo International Auto Show to understand better about the Accessibility Mat.