INSPIRED BY ICELAND|短视频|广告营销案例【ADGuider广告指南】

灵感来自冰岛

案例简介：描述活动/条目挑战: 我们被要求发展成功的 “受冰岛启发” 运动的下一阶段，该运动在 2010年火山灰云之后扭转了冰岛的旅游业。第一阶段扭转了所有重要夏季月份旅游业的下降，但下一阶段冰岛政府要求我们回答以下问题: “我们如何让更多的人在冬季访问我们的国家？目标: 1) 增加冬季旅游人数。2) 加强冰岛作为全年目的地的形象。3) 产生全球公关，让人们谈论冰岛。策略: 这场运动必须与我们定义为 “开明游客” 的观众联系起来: 他们思想独立，不喜欢去其他人去的地方; 他们积极拥抱不同的文化; 他们喜欢会见当地人; 他们渴望做以前从未做过的事情。因此，我们想创造一个 “不适合每个人” 的体验，这个群体会重视和谈论。我们希望他们感到特权和特殊的一部分。这个想法是: 今年冬天去冰岛的游客不仅被视为游客: 他们成为了 “荣誉冰岛人”。作为 “荣誉冰岛人”，他们有机会获得体验，为冰岛的生活提供独特的视角。我们要求冰岛人开放他们的家园，数千人做出了回应。结果: 我们在 57 个国家发布新闻，产生了 18 亿全球媒体印象，对冰岛的考虑增加了一倍，创造了冰岛历史上最成功的冬天。描述客户的简报这项运动的主要目标是通过将冰岛定位为全年旅游目的地来增加游客数量, 创造一个能产生全球公关的想法，并激励一个难以瞄准 “开明的游客” 在冬季访问冰岛的人。研究表明，“开明的游客” 可能会认为冰岛是一个夏季目的地，在他们认为寒冷和不友好的冬季，很少有冰岛的经历对他们有吸引力。结果成千上万的冰岛人开放了他们的家园，通过他们的努力，这项运动实现了其关键目标: 1) 冰岛冬季旅游最成功的一年 -- 冰岛游客数量增加了 16%。这为冰岛带来了 3400 万英镑的增量收入。2) 对冰岛的考虑增加了一倍多 -- 对冰岛作为冬季度假目的地的考虑在运动期间增加了 124%。3) 一场让世界各地都有新闻的运动 -- 这场运动在超过 57 个国家赢得了 18 亿全球媒体的印象。-全球几乎所有主要新闻媒体的报道。-价值 960 万英镑的保险，预算不到 98,000 英镑。执行冰岛敞开大门运动的第一阶段旨在让冰岛人向游客开放家园。为了鼓励他们，冰岛总统奥拉夫 · 拉格纳尔 · 格里姆松, 以一个历史性的在线全国演讲开始了这场运动，他在演讲中承诺了自己独特的邀请，并敦促他的同胞也这样做。总统的讲话引发了全国各地冰岛人成千上万的回应。然后，他们被要求向 “受冰岛启发” 网站提交承诺。游客可以浏览邀请，决定哪种独特的体验激励了他们，并可以通过网站和 Facebook 直接向提供这种体验的冰岛人申请。当游客抵达冰岛时，他们得到了一份 “冰岛名誉” 护照，并被护送到他们独特的经历中。我们捕捉到了这些惊人的经历，并创作了一部获奖纪录片，然后在网上播种。形势旅游业的重要性: 冰岛经济崩溃后，旅游业取代银行业成为该国最重要的产业。夏季的游客人数 (除了火山爆发时) 逐年增长，但在非高峰季节几乎没有增长。一个感知问题: 冰岛最繁忙的旅游时期 (占所有游客人数的 65%) 一直在 5 到 9月之间，因为游客认为这是最好的旅游月份。但事实是，在冬季也有很多事情要做。战略对观众的深刻理解激发了这场运动的策略。我们知道 “开明的游客” 想要一个完全独特的体验。但是我们必须聪明一点，确保这场活动不像是传统的营销理念。我们知道它必须感到由衷、温暖和真诚。因此，通过利用冰岛人民作为国家大使，并要求他们邀请人们进入他们的家园，我们可以为 “开明的游客” 提供他们从未经历过的东西。这个想法不仅仅是一场传统的提高认识的公关活动因为它激励人们参与进来。除了改变人们对冰岛的态度之外，最重要的影响是行为的改变能够产生底线结果。

灵感来自冰岛

案例简介：Describe the campaign/entry The Challenge: We were asked to develop the next stage in the successful ‘Inspired by Iceland’ campaign that had turned around Iceland’s tourism industry following the ash cloud in 2010. The first stage had reversed the decline in tourism during the all important summer months, but for the next stage the Icelandic government challenged us to answer the following question: “How do we get more people to visit our country during the winter months?” Objectives: 1) Increase tourism numbers during the winter months. 2) Strengthen Iceland’s image as a year round destination. 3) Generate global PR and get people talking about Iceland. Strategy: The campaign had to connect with an audience who we defined as the ‘enlightened tourist’: They are independently minded and don’t like to go where everyone else goes; they actively embrace different cultures; they love meeting local people; and they’re thirsty to do things they’ve never done before. Therefore, we wanted to create a ‘not for everyone’ experience that this group would value and talk about. We wanted them to feel privileged and part of something special. The Idea: Visitors to Iceland this winter weren’t just treated as tourists: They became 'Honorary Icelanders'. As 'Honorary Icelanders' they had access to experiences offering a unique look into the life of Iceland. We asked Icelanders to open their homes and thousands responded. Results: We made news in 57 countries, generated 1.18bn global media impressions, doubled consideration of Iceland and created the most successful winter in Iceland’s history. Describe the brief from the client The key objectives for this campaign were to increase visitor numbers by positioning Iceland as an all year round destination, creating an idea that would generate global PR and inspiring a hard to target 'enlightened tourist’ to visit Iceland during the winter months. Research showed that 'enlightened tourists' were likely to think of Iceland as a summer destination, with few Icelandic experiences that held appeal to them in the winter months which they perceived as cold and inhospitable. Results Thousands of Icelanders opened their homes and through their efforts the campaign achieved its key objectives: 1) Iceland's most successful year for winter tourism ever - Iceland experienced a 16% increase in visitor numbers. This accounts for £34m incremental revenue for Iceland. 2) Consideration of Iceland more than doubled - Consideration of Iceland as a winter holiday destination increased by 124% during the campaign amongst those aware of it. 3) A campaign that made news around the world - The campaign earned 1.18bn global media impressions, in over 57 countries. - Coverage in almost every major news media globally. - £9.6m worth of coverage on a budget of less than £98,000. Execution Iceland Opens Its Doors The first stage of the campaign was designed to get Icelanders to open their homes to tourists. To encourage them, the President of Iceland, Ólafur Ragnar Grímsson, kick-started the campaign with an historic online address to the nation in which he pledged his own unique invite and urged his fellow citizens to do the same. The President’s address sparked thousands of responses from Icelanders across the country. They were then asked to submit their pledges to the ‘Inspired by Iceland’ website. Tourists could then browse invites, decide which type of unique experience inspired them and could apply for that experience, direct to the Icelander who offered it, through the website and Facebook. As tourists arrived in Iceland they were given an ‘Honorary Icelander’ passport and escorted to their unique experience. We captured these amazing experiences and created an award-winning documentary that we then seeded online. The Situation The Importance of Tourism: After the economic collapse in Iceland, tourism replaced banking as the most important industry for the country. Visitor numbers during the summer months (apart from when the volcano hit) had been growing year on year but there had been little growth during the off-peak season. A Perception Problem: Iceland’s busiest tourism period (65% of all visitor numbers) has always been between May to September as tourists believe that these are the best months to visit. But the truth is that there is so much to do during the winter months too. The Strategy A deep understanding of the audience inspired the strategy for this campaign. We knew that the ‘enlightened tourist’ would want an experience that was totally unique. But we had to be smart and make sure the campaign didn’t feel like a traditional marketing idea. We knew that it had to feel heartfelt, warm and sincere. So by using the people of Iceland as ambassadors of the country and asking them to invite people into their homes we could offer the ‘enlightened tourist’ something they had never experienced before. This idea was more than a traditional awareness building PR campaign because it inspired people to get involved. The most important effect, beyond changing people's attitude towards Iceland, was behaviour change capable of generating bottom line results.