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天使
案例简介：2007年，瑞士与交通有关的年度死亡人数四年来首次增长，伤亡人数比前一年增加了 4%。为了应对这一增长，联邦道路安全计划委托瑞士保险协会、交通安全基金和事故预防委员会发起了一场反对超速的联合运动, 主要针对 18-30 岁人群。 但是你如何让年轻一代听到一个不受欢迎的、完全没有吸引力的信息，比如 “开车慢一点”？ 目的是发起一场目标群体可以参与的运动。“慢下来。轻松一点 ”Facebook 页面超过了 25,000 粉丝的预期目标，而不是获得 235,000。这首由 Franky Slow Down 录制的主题曲在 MTV 和 33 个不同的广播电台播放，在瑞士单曲排行榜上达到第五名。超过 100万次对 You Tube 的观看，目标受众的品牌知名度达到 88.5%，通过联系人生成和媒体报道，广告金额超过 150万 €，“慢下来”。放松点 ”真的让年轻人坐起来听。
天使
案例简介：For the first time in four years, the number of annual traffic-related deaths in Switzerland grew in 2007, with 4% more casualties than in the previous year. In response to this increase, the Federal Program for Road Safety commissioned the Swiss Insurance Association, the Fund for Traffic Safety, and the Council for Accident Prevention to launch a joint campaign against speeding, mainly targeting the 18-30 year old population. But how do you get an unpopular and altogether unattractive message such as “drive slower” across to the younger generation in a way that makes them listen? The aim was to launch a campaign that the target group could relate to. The “Slow Down. Take it Easy” Facebook page exceeded the desired target of 25,000 fans, instead gaining 235,000. The theme song, recorded by Franky Slow Down, was played on MTV and 33 different radio stations and peaked at number 5 in the Swiss singles chart. Over 1 million views on You Tube, brand awareness at 88.5% for the target audience and an advertising equivalent of over € 1.5 million through contact generation and media coverage, “Slow Down. Take it easy” really made young people sit up and listen.
Angel
案例简介：2007年，瑞士与交通有关的年度死亡人数四年来首次增长，伤亡人数比前一年增加了 4%。为了应对这一增长，联邦道路安全计划委托瑞士保险协会、交通安全基金和事故预防委员会发起了一场反对超速的联合运动, 主要针对 18-30 岁人群。 但是你如何让年轻一代听到一个不受欢迎的、完全没有吸引力的信息，比如 “开车慢一点”？ 目的是发起一场目标群体可以参与的运动。“慢下来。轻松一点 ”Facebook 页面超过了 25,000 粉丝的预期目标，而不是获得 235,000。这首由 Franky Slow Down 录制的主题曲在 MTV 和 33 个不同的广播电台播放，在瑞士单曲排行榜上达到第五名。超过 100万次对 You Tube 的观看，目标受众的品牌知名度达到 88.5%，通过联系人生成和媒体报道，广告金额超过 150万 €，“慢下来”。放松点 ”真的让年轻人坐起来听。
Angel
案例简介：For the first time in four years, the number of annual traffic-related deaths in Switzerland grew in 2007, with 4% more casualties than in the previous year. In response to this increase, the Federal Program for Road Safety commissioned the Swiss Insurance Association, the Fund for Traffic Safety, and the Council for Accident Prevention to launch a joint campaign against speeding, mainly targeting the 18-30 year old population. But how do you get an unpopular and altogether unattractive message such as “drive slower” across to the younger generation in a way that makes them listen? The aim was to launch a campaign that the target group could relate to. The “Slow Down. Take it Easy” Facebook page exceeded the desired target of 25,000 fans, instead gaining 235,000. The theme song, recorded by Franky Slow Down, was played on MTV and 33 different radio stations and peaked at number 5 in the Swiss singles chart. Over 1 million views on You Tube, brand awareness at 88.5% for the target audience and an advertising equivalent of over € 1.5 million through contact generation and media coverage, “Slow Down. Take it easy” really made young people sit up and listen.
天使
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Angel
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基本信息
- 广告战役： #SVV# , # FVS# , # bfu. (Via Sicura)-平面-74112#
- 广告品牌： SVV , FVS , bfu. (Via Sicura)
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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Slow Down. Take it easy
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