The Life Saving Soap Operas|微电影|广告营销案例【ADGuider广告指南】

拯救生命的肥皂剧

案例简介：为什么这项工作与品牌内容和娱乐相关？这项工作与品牌内容和娱乐有关，因为它是一个完全生活在流行文化和电视节目世界中的想法，可以覆盖数百万人。在娱乐史上，第一次在不同电视剧的角色之间捐赠器官。我们利用小说的世界改变了成千上万人的现实。描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 秘鲁是该地区器官捐献者比例最低的国家之一。该国的卫生法规未能改变这种状况。政府试图开展许多运动来增加捐款，但没有一个奏效。大多数电视频道没有进行很多社交活动。健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？器官捐赠对于延长成千上万人的生命很重要，但是在秘鲁，成千上万的人从未收到他们需要的器官。这项工作的使命是挽救人们并改善正在等待可以挽救生命的器官的患者的状况。背景秘鲁的器官捐献者数量是拉丁美洲最低的。我们如何向人们展示器官捐赠的重要性及其工作原理？在一个有许多病人等待从未到来的捐赠的国家，这是一项艰巨的任务。目标很简单，增加该国的捐助者数量。器官捐赠的数量也很低。秘鲁电视连续剧的观众水平是该地区最高的。因此，我们决定利用这一背景向人们展示作为捐赠者的重要性，采取前所未有的行动。描述创意这个想法很简单。两个完全不同系列角色之间的器官捐赠。全国观众最多的两个系列。 Yair是 “Ojitos Hechiceros 2” 系列的主要角色之一，他去世了，并将肾脏捐赠给了Lorenzo，后者是 “se ñ orapis” 的主要角色，挽救了他的生命。一种从小说开始的流行文化跨界，旨在拯救现实中成千上万人的生命。描述策略该策略是通过全国收视率最高的系列人物之一的死亡来吸引数百万人的注意。当时，人们意识到这个角色是器官捐赠者。许多人开始询问谁将成为器官的受益者。几天后，在另一个完全不同的系列中，由于捐赠了另一个系列中的角色器官，保存了一个主要角色。这引起了数百万人的关注，对话开始于国家层面。描述执行情况执行非常复杂。首先，我们更改了两个系列的脚本。我们不得不利用这个系列的背景，因为一个角色即将死去。然后该集开始播放。第一个系列的角色死亡，然后我们透露死者是捐赠者。一旦发射，我们就一直等到人们完全不顾一切地想知道这个器官是给谁的。当时在一个完全不同的系列中，一个角色患了重病，另一个系列中的角色器官挽救了他的生命。仅推出了两个章节，这一消息在全国范围内变得巨大。谈话迅速在全国展开。描述结果此行动联系了大约850万人。该活动获得了超过500万的免费媒体。在短短一周内，该国的器官捐献者数量在200% 年有所增加谈话成为该国的主要话题之一。在短短几天内，这项运动设法挽救了11名患者的生命。

拯救生命的肥皂剧

案例简介：Why is this work relevant for Branded Content & Entertainment? This work is relevant to Branded Content & Entertainment because it is an idea that lives entirely in the world of Pop Culture and television programs to reach millions of people. For the first time in the history of entertainment, a donation of organs is made between characters from different TV series. We have taken advantage of the world of fiction to change the reality of thousands of people. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Peru has one of the lowest rates of organ donors in the region. The country's health regulations have not been able to change that situation. The government has tried to do many campaigns to increase donations but none has worked. Most television channels do not do many campaigns sociales. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Organ donations is important to extend the lives of thousands of people, but in Peru thousands of people never receive the organs they need. This work had as a mission to save people and improve the situation of patients who are waiting for organs that can save their lives. Background Peru has the lowest number of organ donors in Latin America. How do we show people the importance of organ donation and how it works? A difficult task in a country with many sick people waiting for a donation that never comes. The goal was simple, increase the number of donors in the country. As well as the numbers are very low in the donation of organs. The Peruvian TV series have the highest audience levels in the region. So we decided to take advantage of this context to show people about the importance of being a donor with an action never before done. Describe the creative idea The idea was simple. An organ donation between the characters from two totally different series. The two series with the largest audiences in the country. Yair, one of the leading characters of the series "Ojitos Hechiceros 2" died and donated his kidney to Lorenzo, the main character of "Señores Papis" saving his life. A Pop Culture Crossover that starts in fiction to save the lives of thousands of people in reality. Describe the strategy The strategy was to attract the attention of millions of people with the death of one of the characters of the most viewed series across the country. At that time, people realized that the character was an organ donor. Many people started asking about who would be the beneficiary of the organ. Some Days later, in another totally different series, one of the main characters was saved thanks to the donation of the character organ from the other series. This attracted the attention of millions of people and the conversation began at the national level. Describe the execution The execution was quite complicated. First, we changed the scripts of both series. We had to take advantage of the context of the series were a character was about to die. Then the episode was launched. The character of the first series die and in then we revealed that the deceased was a donor. Once launched, we waited until people were totally desperate to know who the organ would be for. At that time in a totally different series where a character was seriously ill, the organ of the character in the other series saved his life. With only two chapters launched, the news became giant in the whole country. The conversation quickly began throughout the entire country. Describe the outcome Approximately 8.5 million people were reached by this action. The campaign get more than 5 millions in free media. In just a week, the numbers of organ donors in the country increased in 200% The conversation became one of the main topics in the country. And in just few days, the campaign managed to save the lives of eleven patients.