The Launch of Shipbuilding Hero|短视频|广告营销案例【ADGuider广告指南】

造船英雄的推出

案例简介：描述活动/条目: 本主题详细介绍了造船业如何更好地改变他们不受欢迎的形象，以获得优秀的年轻工人。他们寻找的是一种改变 “令人生畏、肮脏、危险” 三要素的方法，这最终使这个行业受到年轻人的不喜欢。它改变了 “令人生畏、肮脏、危险” 的座右铭，让年轻工人在积极因素 “坚韧、狂野、 “勇敢”，并在前所未有的动画系列广告中向世界介绍了一个新的动漫英雄。将基于学校的 “不良漫画” 动画类型与该行业的主要产品和油轮混合在一起，这个新的动画角色 “造船班乔” 引起了年轻人的爆炸性反应。造船业的形象已经完全改革，应用程序已经淹没了 Sanoyas Hishino Meisho 的办公室。描述客户的简报: 目标是通过创建一场创新运动，将造船的负面形象转化为积极的信息，让 Sanoyas Hishino Meisho 有更多的年轻工人。结果: 这个革命性的动漫系列广告获得了目标青年的巨大反响。第一次播出后，听众直接将视频上传到 Youtube 和日本电视网站 NicoNico Douga，在推特、博客和日本最大的公告板 2 频道上引发讨论。对该公司网站的访问也急剧增加，赢得了 Sanoyas Hishino Meisho 公司的声誉。许多看到广告的学生参加了工作描述会议。该活动成功吸引了比前一年多五倍的求职者。超过 90% 的求职者看过我们的竞选活动。执行: 在英雄动画的世界里，存在着一种被称为 “拖欠漫画” 的类型。在这些类型的故事中，一个被称为 “班乔” 的魅力领袖致力于摆脱他的学校的邪恶。Sanoyas Hishino Meisho 公司将他们的主要产品 tankers 的形状与 Bancho 的独特发型 pompadour 混合在一起，创造了一个全新的动漫角色。一首 14 秒的开场歌曲、 1 秒的剧集和 14 秒的结尾歌曲被组合在一起，形成了前所未有的 30 秒动画系列广告。当这部动画在冈山的 Sanoyas Hishino Meisho 公司总部播出时，一幅使用造船班丘来解释工作细节的漫画被制作和分发。情况: 描述造船工作和环境的 “令人生畏、肮脏、危险” 的座右铭导致学生避开造船业，导致其缺乏新工人。由于无法聚集新的、杰出的年轻员工，Sanoyas Hishino Meisho 公司决定创建一个新的公关方法来应对这一问题。战略: “令人生畏、肮脏、危险” 实际上让年轻人不喜欢造船业的 3 个因素可以变成 3 种魅力武器。我们所寻求的是一个欢迎这三个因素作为积极因素的世界。这就是日本世界闻名的文化 “日本动画” 的由来。尤其是在英雄的世界里，令人生畏、肮脏和危险的词语可以变成积极的替代词 “坚韧、狂野、勇敢”，这是创造成功所需的 3 个绝对必要的元素。这部动漫的目标是 20 多岁的年轻学生，他们在 1990 多岁时经历了动漫的黄金时代。我们决定将造船业插入英雄动画中，因为我们觉得这将吸引目标市场，并向他们介绍这份工作的乐趣和价值。

造船英雄的推出

案例简介：Describe the campaign/entry: This topic details how the shipbuilding industry changed their unpopular image for the better in order to secure brilliant new young workers. What they sought out was a way to change the three elements 'Daunting, Dirty, Dangerous', which ended up making the industry be disliked by the youth. It has changed its motto of 'Daunting, Dirty, Dangerous' that has kept young workers at wide berth to the positive elements 'Tough, Wild, Brave' and introduced a new anime hero to the world in an unprecedented animation series commercial. Mixing the school-based “delinquent manga' anime genre with the industry's main product, and tanker ships, this new anime character 'Shipbuilding Bancho' has caused an explosive response from the youth. The shipbuilding industry's image has been completely reformed, and applications have been flooding the offices of Sanoyas Hishino Meisho. Describe the brief from the client: The goal was to get Sanoyas Hishino Meisho more young workers, by creating an innovative campaign which switches shipbuilding's negative image into a positive message. Results: This revolutionary anime series commercial has garnered a great response from its target youth. Directly after its first broadcast, listeners uploaded the video to Youtube and the Japanese TV site NicoNico Douga, generating discussion on Twitter, blogs, and Japan's largest bulletin board, 2channel. Access to the company's site also skyrocketed, vaulting the fame of the Sanoyas Hishino Meisho Company. Many students who saw the commercial took part in the job description meeting. The campaign was successful in attracting five times as many job applicants than the previous year. And over 90% of the job applicants had seen our campaign. Execution: In the world of hero anime exists a genre known as the “delinquent manga”. In these types of stories, a charismatic leader known as a 'Bancho' works to rid his school of evil. The Sanoyas Hishino Meisho Company mixed the shape of their main product, tankers, with the characteristic hairstyle of a Bancho, the pompadour, to create a completely new anime character. A 14-second opening song, 1-second episode, and 14-second ending song have been put together to make an unprecedented 30-second animation series commercial. While the anime is broadcast in the Sanoyas Hishino Meisho Company's headquarters of Okayama, a manga using the Shipbuilding Bancho to explain the job's details was produced and distributed. The Situation: The 'Daunting, Dirty, Dangerous' motto that describes the shipbuilding work and environment caused students to avoid the shipbuilding industry, causing it to suffer from a lack of new workers. Being unable to gather new, brilliant young workers, the Sanoyas Hishino Meisho Company decided to create a new PR approach to counter this. The Strategy: 'Daunting, Dirty, Dangerous' the 3 elements that actually made young people dislike the shipbuilding industry can be changed into 3 weapons of charm. What we were seeking was a world that would welcome these three elements as positive elements. That's where the world-renowned culture of Japan, 'Japanimation', comes in. Especially in the world of heroes, the words daunting, dirty, and dangerous can be changed into the positive alternates 'tough, wild, brave', 3 absolute necessary elements needed to create a hit. The anime's targets young students in their 20’s have grown up experiencing the golden age of anime in the 1990s. We decided to insert the shipbuilding industry into a hero anime as we felt this would appeal to the target market, and introduce them to the joy and value that the job possesses.