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Dna 之旅
案例简介：活动描述 打狭隘意识和展示我们的共同点，与世界各地的人们，我们发明了一种全新的方式飞行。DNA 的旅程。旅行，如果你不确定的目标，你的 DNA。我们欢迎来自世界各地的人们，DNA 测试，揭示其祖先是，回到 2000 年，然后给他们机会去那里的。常常令人惊讶的结果迫使人们重新思考那些他们并使他们更愿意开放到原来的地方。 相关性 在世界似乎比以往任何时候都更加分裂时，DNA 的旅行提供了对未来的希望。它鼓励人们不要害羞的多样性，而自豪，因为显示的，而不是一个纯粹的种族, 多样性是在美国。 结果 月.专注于宽容和开放的世界--全球关注: + 8.43亿全覆盖 + 3.78亿视频点击 + 984 压夹 + 8,3 亿媒体 impressions2.开始一个普遍适用的谈话--参与: 11,5 万社会 engagements98 % 有机 sharing3.关于辩论的一种流行的运动--社区: 电影绝大多数冲突地区; 15.7%.总的观点在中间 East170.378 加入机会拥有自己的 DNA-西游记 (最终将由墨西哥曼努埃尔) 内容的许多学校、大学、企业, 社会团体和访谈节目 (e. g 奥普拉) 收集。经营范围: 市场渗透和分享: 获得媒体价值 122million 万美元的投资回报率 162 (超值 122/预算的 0.75) 增加 8% penetration2p.p 全球市占率 概要 旅行不仅仅是为商务和娱乐。旅行是很重要的。但最近的全球调查显示，48% 认为我们越来越不容忍的文化。Momondo，全球旅游搜索网站，相信我们的共同点，世界比大多数人认为的。为了让民众持开放的态度，以创造一个开放的世界，我们必须证明它。我们的任务是建立沟通有助于 purpose.1.Create aWorld2.Start 宽容和开放的重点是普遍适用的，而不是政党政治辩论 issue3.Turn world4.Drive 辩论的人民运动的一个更好的市场渗透和增加市场分享 战略 该专题的多样性和容忍是普遍适用于人类的未来和 momondo，全球旅游搜索引擎。我们面临的挑战是如何让 momondo 强烈的目标，促进对话和驱动器的病毒式内容实现真正的社会影响。对此，我们创建一个平台和内容服务的角度来看，在正在进行的辩论，同时解决多样化的价值的最直接和有效的方式。 执行 在主要的电影，来自世界各地的人，其 DNA 测试表明他们祖先的历史，距今 500-2000 年。与会人员还接受了采访他们的国家意识、骄傲、爱国主义和偏见。其次，他们被要求考虑他们曾经透露，他们常常令人惊讶的结果。运动开始时，世界范围的调查显示了人们的出行习惯之间的容忍的文化。然后主要电影和一些人像电影。在此，我们邀请了全世界参加。有机会赢得自己的 DNA 之旅、个人申请 momondo DNA 吐套件。最终胜出的选手获得他们上传视频后有接受 DNA 的结果。这场历时近月个月为止，走遍世界大赛冠军的为人之旅。
Dna 之旅
案例简介：CampaignDescription To fight narrow mindedness and show we have more in common with people around the world, we invented a completely new way of travelling. The DNA Journey. A journey where you don't decide the destination, your DNA does. We invited people from around the world to take a DNA test, revealing where their ancestors came from, going back 2000 years, then gave them a chance to travel there. The often surprising results forced people to rethink who they are and made them more willing and open-minded to travel to the previously foreign places. Relevancy In a time when the world seems more divided than ever, the DNA journey provided hope for the future. It encouraged people not to be ashamed of their diversity, but to be proud of it, because as revealed in the film, their is no such thing as a pure race, diversity is in us all. Outcome 1. Focus on tolerance and openness in the world - global attention:+843million total reach+378million video views+984 press clips+8,3billion media impressions2. Starting a universally relevant conversation - engagement:+11,5million social engagements98% organic sharing3. Turning debate into a popular movement - community:Film over-represented in regions burdened by conflict; 15.7% of total views in Middle East170.378 joined chance to have their own DNA-Journey (finally won by Manuel from Mexico)Content used by numerous schools, universities, corporations, social communities and talk shows (e.g Oprah)4. Business: Market penetration and -share:Earned media value of USD 122millionROI 162 (value 122/budget 0.75)8% increase in penetration2p.p increase in global market share Synopsis Travel is not just for business and pleasure. Travel is important. But a recent global study shows that 48% think that we have become less tolerant towards other cultures. Momondo, the global travel search-site, believes we have more in common with the world than most think. In order to get people to travel with an open mind to create an open world, we needed to prove it.Our task was to create communication that contributes to the purpose.1.Create a focus on tolerance and openness in the world2.Start a universally relevant rather than party-political debate on the issue3.Turn the debate into a popular movement for a better world4.Drive market penetration and increase market share Strategy The topics of diversity and tolerance are universally relevant for the future of humanity and for momondo, a global travel search engine. Our challenge was to give momondo’s purpose a strong voice, spur conversations and drive the content virally to generate real social impact. In response, we created a platform and content that served as a point of view in an ongoing debate, while simultaneously addressing value of diversity in the most direct and potent way possible. Execution In the main film, people from all over the world had their DNA tested to show their ancestral history, dating back 500-2000 years. The participants were interviewed about their sense of national identity, pride, patriotism and prejudices. Secondly, they were asked to reflect upon their often surprising results once revealed to them. The campaign started as a world-wide survey that showed a link between people’s travel habits and their tolerance towards other cultures. Then came the main film and several portrait films. After this, we invited the whole world to participate. With the chance of winning their own DNA Journey, people applied for momondo DNA spit kits. The finalists who received them, uploaded videos of themselves once they received their DNA results. The campaign lasted approximately 3 months and ended when the winner of the competition travelled the world for their DNA journey.
The Dna Journey
案例简介：活动描述 打狭隘意识和展示我们的共同点，与世界各地的人们，我们发明了一种全新的方式飞行。DNA 的旅程。旅行，如果你不确定的目标，你的 DNA。我们欢迎来自世界各地的人们，DNA 测试，揭示其祖先是，回到 2000 年，然后给他们机会去那里的。常常令人惊讶的结果迫使人们重新思考那些他们并使他们更愿意开放到原来的地方。 相关性 在世界似乎比以往任何时候都更加分裂时，DNA 的旅行提供了对未来的希望。它鼓励人们不要害羞的多样性，而自豪，因为显示的，而不是一个纯粹的种族, 多样性是在美国。 结果 月.专注于宽容和开放的世界--全球关注: + 8.43亿全覆盖 + 3.78亿视频点击 + 984 压夹 + 8,3 亿媒体 impressions2.开始一个普遍适用的谈话--参与: 11,5 万社会 engagements98 % 有机 sharing3.关于辩论的一种流行的运动--社区: 电影绝大多数冲突地区; 15.7%.总的观点在中间 East170.378 加入机会拥有自己的 DNA-西游记 (最终将由墨西哥曼努埃尔) 内容的许多学校、大学、企业, 社会团体和访谈节目 (e. g 奥普拉) 收集。经营范围: 市场渗透和分享: 获得媒体价值 122million 万美元的投资回报率 162 (超值 122/预算的 0.75) 增加 8% penetration2p.p 全球市占率 概要 旅行不仅仅是为商务和娱乐。旅行是很重要的。但最近的全球调查显示，48% 认为我们越来越不容忍的文化。Momondo，全球旅游搜索网站，相信我们的共同点，世界比大多数人认为的。为了让民众持开放的态度，以创造一个开放的世界，我们必须证明它。我们的任务是建立沟通有助于 purpose.1.Create aWorld2.Start 宽容和开放的重点是普遍适用的，而不是政党政治辩论 issue3.Turn world4.Drive 辩论的人民运动的一个更好的市场渗透和增加市场分享 战略 该专题的多样性和容忍是普遍适用于人类的未来和 momondo，全球旅游搜索引擎。我们面临的挑战是如何让 momondo 强烈的目标，促进对话和驱动器的病毒式内容实现真正的社会影响。对此，我们创建一个平台和内容服务的角度来看，在正在进行的辩论，同时解决多样化的价值的最直接和有效的方式。 执行 在主要的电影，来自世界各地的人，其 DNA 测试表明他们祖先的历史，距今 500-2000 年。与会人员还接受了采访他们的国家意识、骄傲、爱国主义和偏见。其次，他们被要求考虑他们曾经透露，他们常常令人惊讶的结果。运动开始时，世界范围的调查显示了人们的出行习惯之间的容忍的文化。然后主要电影和一些人像电影。在此，我们邀请了全世界参加。有机会赢得自己的 DNA 之旅、个人申请 momondo DNA 吐套件。最终胜出的选手获得他们上传视频后有接受 DNA 的结果。这场历时近月个月为止，走遍世界大赛冠军的为人之旅。
The Dna Journey
案例简介：CampaignDescription To fight narrow mindedness and show we have more in common with people around the world, we invented a completely new way of travelling. The DNA Journey. A journey where you don't decide the destination, your DNA does. We invited people from around the world to take a DNA test, revealing where their ancestors came from, going back 2000 years, then gave them a chance to travel there. The often surprising results forced people to rethink who they are and made them more willing and open-minded to travel to the previously foreign places. Relevancy In a time when the world seems more divided than ever, the DNA journey provided hope for the future. It encouraged people not to be ashamed of their diversity, but to be proud of it, because as revealed in the film, their is no such thing as a pure race, diversity is in us all. Outcome 1. Focus on tolerance and openness in the world - global attention:+843million total reach+378million video views+984 press clips+8,3billion media impressions2. Starting a universally relevant conversation - engagement:+11,5million social engagements98% organic sharing3. Turning debate into a popular movement - community:Film over-represented in regions burdened by conflict; 15.7% of total views in Middle East170.378 joined chance to have their own DNA-Journey (finally won by Manuel from Mexico)Content used by numerous schools, universities, corporations, social communities and talk shows (e.g Oprah)4. Business: Market penetration and -share:Earned media value of USD 122millionROI 162 (value 122/budget 0.75)8% increase in penetration2p.p increase in global market share Synopsis Travel is not just for business and pleasure. Travel is important. But a recent global study shows that 48% think that we have become less tolerant towards other cultures. Momondo, the global travel search-site, believes we have more in common with the world than most think. In order to get people to travel with an open mind to create an open world, we needed to prove it.Our task was to create communication that contributes to the purpose.1.Create a focus on tolerance and openness in the world2.Start a universally relevant rather than party-political debate on the issue3.Turn the debate into a popular movement for a better world4.Drive market penetration and increase market share Strategy The topics of diversity and tolerance are universally relevant for the future of humanity and for momondo, a global travel search engine. Our challenge was to give momondo’s purpose a strong voice, spur conversations and drive the content virally to generate real social impact. In response, we created a platform and content that served as a point of view in an ongoing debate, while simultaneously addressing value of diversity in the most direct and potent way possible. Execution In the main film, people from all over the world had their DNA tested to show their ancestral history, dating back 500-2000 years. The participants were interviewed about their sense of national identity, pride, patriotism and prejudices. Secondly, they were asked to reflect upon their often surprising results once revealed to them. The campaign started as a world-wide survey that showed a link between people’s travel habits and their tolerance towards other cultures. Then came the main film and several portrait films. After this, we invited the whole world to participate. With the chance of winning their own DNA Journey, people applied for momondo DNA spit kits. The finalists who received them, uploaded videos of themselves once they received their DNA results. The campaign lasted approximately 3 months and ended when the winner of the competition travelled the world for their DNA journey.
Dna 之旅
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The Dna Journey
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