THE MOST POPULAR SONG|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

最受欢迎的歌曲

案例简介：描述活动/条目失业是一场全球危机。但是，当世界其他地方努力寻找工作时，波多黎各却在努力寻找想工作的人。随着 60% 的人口接受政府救济，靠福利生活已经成为一种常见的生活方式。这是如此习惯，以至于在有史以来最受欢迎的萨尔萨舞中庆祝，这是一部波多黎各经典名著，名为《没有哈戈 · 马斯 · 纳》，它翻译成 “我什么都不做”。作为波多黎各最大的银行，大众银行的成功和企业形象取决于该岛的经济。因此，为了帮助推动它朝着正确的方向发展，它说服了埃尔格兰组合改写历史。8月16日，在全国所有电视台和广播电台的同步广播中, 乐队发表了一个鼓舞人心的演讲，然后出人意料地发布了他们的老热门歌曲的重写和重新录制的版本，新歌词传达了完全不同的信息。这首歌一路登上了排行榜的榜首，成为了品牌的象征。在人们特别不喜欢银行的时候，这场运动将大众银行的形象和声誉指数提高到了创纪录的 80%。描述客户的简报大众银行希望改变公众舆论，不仅是对银行，也对国家。为了实现这一壮举，世行打算首先引发一场关于阻碍该岛经济发展的问题的辩论。对所有年龄和阶层的波多黎各人进行的广泛调查帮助我们缩小了对工作的悲观和漠不关心，这是阻碍经济进步的主要障碍。研究还表明，这个问题与所有波多黎各人有关。银行的运动必须真正让每个人都倾听。结果这首歌很快成为波多黎各文化的一部分，立即与银行的品牌联系在一起，甚至没有提到它的名字。在银行特别不喜欢的时候，银行的整体形象和声誉指数达到了创纪录的 80%。这首新歌立即在 13 家广播电台的排行榜上一路攀升。这首歌播放了数千次，每一次都包括 3 分钟的银行免费宣传。这首歌一夜之间的成功促使流行银行组织了一场免费音乐会，为 60,000 多名观众举办了一场以格兰组合为特色的音乐会。新调的流行发展成为由世行赞助的运动，100 家公司和社区组织也加入了进来。它制作了纪录片，并确立了基层努力，以便将致力于该岛进步的波多黎各所有年龄和阶层的工人和企业家聚集在一起。执行 8月15日，波多黎各的新闻浪潮蜂拥而至，宣布埃尔格兰组合对该岛有重要信息。它同时在全国每个电视和广播电台亮相。El Gran Combo 在发布他们的热门歌曲的重写和重新录制的版本之前发表了一个鼓舞人心的演讲，这次用了传达完全不同信息的新歌词。这个传奇的合奏团刚刚把他们懒惰的国歌变成了工作的国歌。整个国家都措手不及。没有人预料到该组织会重写这样一部经典作品。这首新歌是全国所有媒体谈论的话题。第二天，流行银行透露，它是幕后黑手，发起了一场多媒体运动，连接电视、广播、印刷、户外、网络横幅, 和社会-要求消费者帮助使新曲目成为全国最受欢迎的歌曲。形势世界各地的经济都面临着高失业率。但波多黎各经济面临更大的危机。当世界其他地方努力寻找工作时，波多黎各努力寻找想工作的人。60% 的人口接受政府救济，靠福利生活是一种常见的生活方式。作为波多黎各最大的银行，大众银行的成功和企业形象取决于该岛的经济。在银行特别不受欢迎的时候，他们必须帮助推动人民的士气和经济朝着正确的方向发展。战略这个国家对福利的依赖是如此普遍，以至于它在有史以来最受欢迎的萨尔萨舞中被庆祝，这是一部波多黎各经典名著，名为 “No Hago mas n á, 意思是 “我什么都不做。” 这首歌，是一个懒惰的人一天的旅程，他为自己的福利资助生活方式感到自豪,是世界上最著名的萨尔萨乐队 El Gran Combo 的最大热门之一。他们的名声如此之大，以至于《纽约时报》把他们和滚石乐队放在了同一个联盟，作为有影响力的人和文化大使。它们是波多黎各为数不多的吸引所有世代和社会领域听众的音乐表演之一。为了引发辩论，让每个人都倾听，世行的策略是说服格兰组合改写历史。

最受欢迎的歌曲

案例简介：Describe the campaign/entry Unemployment is a global crisis. But while the rest of the world struggles to find jobs, Puerto Rico struggles to find people who want to work. With 60% of the population receiving government handouts, living off welfare has become a common way of life. It’s so customary that it’s celebrated in the greatest salsa hit of all time, a Puerto Rican classic titled “No Hago Más Ná,” which translates to “I Do Nothing.” As the largest bank in Puerto Rico, Banco Popular’s success and corporate image depend on the island’s economy. So to help propel it in the right direction, it convinced El Gran Combo to rewrite history. On August 16, in a simultaneous broadcast through all of the country’s TV and radio stations, the band delivered an inspirational address before unexpectedly releasing a rewritten and rerecorded version of their old hit song with new lyrics that conveyed a completely different message. The song made it all the way to the top of the charts and became a symbol of the brand. In times when banks are particularly disliked, the campaign increased Banco Popular’s Image and Reputation Index to a record 80%. Describe the brief from the client Banco Popular wanted to transform public opinion, not only toward the bank but also toward the country. To perform such a feat, the bank intended to first spark a debate about the problems that hindered the island’s economic progress. Extensive surveys conducted among Puerto Ricans of all ages and classes helped us narrow down on pessimism and indifference toward work as the main hurdles that stood in the way of economic progress. Research also showed the issue was relevant to all Puerto Ricans. The bank’s campaign had to truly make everyone listen. Results The song quickly became part of Puerto Rican culture, instantly becoming associated with the bank’s brand without even mentioning its name. In times when banks are particularly disliked, the bank’s overall Image and Reputation Index reached a record-high 80%. The new song immediately climbed all the way up to the top of the charts in 13 radio stations. Each of the thousands of times the song played consisted of 3 minutes of free publicity for the bank. The song’s overnight success moved Banco Popular to organize a free concert featuring El Gran Combo for over 60,000 spectators. The popularity of the new tune grew into a movement sponsored by the bank and joined by 100 corporations and community organizations. It produced documentaries and established grassroots efforts in order to bring together Puerto Rican workers and entrepreneurs, of all ages and classes, committed to the progress of the island. Execution On August 15, Puerto Rico’s news waves buzzed with the announcement that El Gran Combo had an important message for the island. It was simultaneously unveiled on every TV and radio station of the country. El Gran Combo delivered an inspirational address before releasing a rewritten and rerecorded version of their hit song, this time with new lyrics that conveyed a completely different message. The legendary ensemble had just transformed their anthem of laziness into an anthem of work. The entire country was caught off-guard. No one expected that the group would ever rewrite such a classic. The new song was the talk of every media outlet in the country. The next day, Banco Popular revealed it was behind the effort by launching a multimedia campaign, linking TV, radio, print, outdoor, web banners, and social - asking consumers to help make the new track the country’s most popular song. The Situation Economies around the world are facing high unemployment. But the Puerto Rican economy faces an even greater crisis. While the rest of the world struggles to find jobs, Puerto Rico struggles to find people who want to work. With 60% of the population receiving government handouts, living off welfare is a common way of life. As the largest bank in Puerto Rico, Banco Popular’s success and corporate image depends on the island’s economy. In a time when banks are particularly disliked, they had to help propel the population’s morale and the economy it in the right direction. The Strategy The country’s dependency on welfare is so common that it’s celebrated in the greatest salsa hit of all time, a Puerto Rican classic titled “No Hago Más Ná,” which translates to “I Do Nothing.” The song, a journey through a day of a lazy man who’s proud of his welfare-financed lifestyle, is one of the greatest hits of El Gran Combo, the most famous salsa band in the world. Their fame is such that the New York Times placed them in the same league as The Rolling Stones as influencers and ambassadors of culture. They’re one of the few musical acts in Puerto Rico that appeal to listeners of all generations and social spheres. In order to spark the debate and make everyone listen, the bank’s strategy was to convince El Gran Combo to rewrite history.