Sdia Project|短视频|广告营销案例【ADGuider广告指南】

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Sdia 项目

案例简介：结果和有效性: 在 SDIA 的秘密被揭露之前: 一周内超过 8 小时的广播时间在以色列音乐排行榜上排名第四，在 “下载次数最多的铃声” 列表中排名第九，在 300 家咖啡店每小时播放一次。•用作 “老大哥” 节目唤醒主题 (最受欢迎的电视节目) 被以色列排名第一的 “电子娱乐” 电视节目评论。在 SDIA 的秘密被揭露后: SDIA 的故事和艾滋病问题成为了突发新闻和顶级媒体的故事，为特遣部队赢得了全国电视、广播电台第2 次免费媒体报道, 报纸、互联网和欧洲 MTV。+ 75% 媒体对世界艾滋病日的报道 vs.2009 创意执行: 收音机是触发器: 我们没有使用收音机进行商业广告，而是瞄准了媒体的核心: 音乐内容。我们创建了一个名为 SDIA 的虚构乐队，发行了一首名为《一路走》的歌曲，并将其发送到所有广播电台。同时，我们拍摄了一个视频片段，并为乐队打开了一个 MySpace 网站。在很短的时间内，这首歌就在收音机上播放，剪辑开始播放。这首歌在咖啡店播放，并被 “老大哥” 电视节目作为他们的唤醒主题。在世界艾滋病日，在这首歌被抓住后，我们揭示了乐队的秘密: SDIA = 艾滋病 (拼写向后)，这是世界艾滋病日运动。人们已经从毫无戒心的音乐迷变成了社交活动中的活跃玩家。数小时明显无辜的内容立刻变成了一个有意义的信息。从一个青少年不想再听的问题开始，艾滋病意识再次成为讨论的一部分…… 这一切都始于一个不存在但有很大变化的乐队。这就是广播内容的力量。见解、战略和想法: 与世界其他地方相比，以色列的艾滋病毒病例数量呈上升趋势，我们需要让人们，特别是青少年，对艾滋病问题已经有了足够的了解, 再次谈论它。但是你如何克服人们对这个问题的敌意，让他们传播一个没人想听到的预防艾滋病的信息: 我们让无线电具有传染性。

Sdia 项目

案例简介：Results and Effectiveness: BEFORE SDIA’s secret was revealed: • Over 8 HOURS of radio airtime within weeks • Ranked #4 on Israel’s music chart • Ranked #9 on the "Most Downloaded Ringtones" list • Played once every hour in 300 coffee shops. • Used as the "Big Brother" Show wake-up theme (most popular TV show) • Reviewed by Israel’s #1 "E-Entertainment" TV show. AFTER SDIA’s secret was revealed: The SDIA story and the AIDS issue became breaking news and a top media story that earned the Task Force a 2nd wave of free media coverage on National TV, radio, newspapers, the Internet and MTV Europe. +75% media coverage of World AIDS Day vs. 2009 Creative Execution: Radio was the trigger: Instead of using radio for its commercial breaks, we aimed for the core of the medium: music content. We created a fictitious band named SDIA, released a song called "Going all the way" and sent it to all radio stations. Simultaneously we filmed a video clip and opened a MySpace website for the band. Within a short time the song was being played on the radio and the clip was making the rounds. The song was played in coffee shops and was adopted by the "Big Brother" TV show as their wake-up theme. On World AIDS Day, after the song caught, we revealed the band's secret: SDIA = AIDS (Spelled backwards) And this was the World AIDS Day Campaign. People had turned from unsuspecting music fans to active players in a social campaign. Hours of apparently innocent content became a meaningful message at once. From an issue teens didn't want to hear about anymore AIDS awareness became part of the discussion again… And it all started with a Band that didn’t really exist but made a big difference. This is the power of radio content. Insights, Strategy and the Idea: With the number of HIV cases in Israel showing an upward trend, as opposed to rest of the world, we needed to get people, teenagers in particular, who had had enough of the AIDS issue, to talk about it again. But how do you get past people's antagonism towards the issue and get them to spread an AIDS prevention message nobody wants to hear about: we made radio infectious.