Win A Breast Reconstruction|短视频|广告营销案例【ADGuider广告指南】

赢得乳房重建

案例简介：结果一个直接回复在社交媒体上获得了支持。3100 的 Facebook 股票和 11.190 的网站访问量在国家电台和主要新闻频道获得了 Yamina。窃取一个臭名昭著的零售品牌正在寻求的关注，并将其用于一个好的理由。费用: 只有 30 欧元和一天的工作。结果，在劫持事件发生的第二天，ZEB 以一个新网站回应。他们给了 € 5000 (那是两个新乳房)，并提供了终身合作。但最重要的是，我们获得了: 对 Benetiet 的更广泛的了解，他们的使命，以及在政治议程上的地位。今天，辩论仍在进行中。活动描述一天后，我们用一个新网站劫持了 ZEB 的竞选活动: benetietcutsthecrap.be。它显示了一封公开信中声称该奖项是由比利时非营利组织和筹款机构 Benetiet 的创始人 Yamina Krossa 签署的。患了乳腺癌后，她发现健康保险不包括乳房重建的费用。为什么？因为它被认为是整容手术。因此，时尚商店 ZEB 的奖金可能不仅仅是丰满的嘴唇或扁平的腹部。换句话说，我们使用了一个糟糕的运动，并重建了它来服务于一个好的事业。概要客户客户 Benetiet (= 'benefit + title')，支持在对抗乳腺癌后需要乳房重建的女性。比利时的健康保险不包括费用。因为它被认为是整容手术。Benetiet 每天通过筹集资金和艰苦的游说来对抗这种不公正。比利时时尚商店 ZEB 每年都会发起一场有争议的运动。今年，为了引起人们的注意，他们捐赠了价值 5000 € 的整容手术。对媒体来说是一种享受，但对每个人来说却是一种震惊。要参加比赛，你必须去 zebcutsthecrap.be (Zebwindtergeendoekjesom.be in 荷兰语)。相关性这项活动是一个时尚品牌和一个非营利组织之间的一对一对话。另一方面，它是一封公开信。写信给一个人，但要求许多人的回应。我们希望每个人都加入对话，并说服 Zeb 将奖金捐给真正需要手术的女性。执行 Day1: 时尚商店 Zeb 推出 zebcutsthecrap.be，一个在线竞赛，奖励价值 5000 € 的整容手术。一场令人厌恶的运动，给每个人留下了令人震惊的印象，但却获得了许多媒体的关注。第二天: 我们用一个快速的回应劫持了 ZEB 的媒体关注: benetietcutstheccrap.be。该网站显示了比利时非营利组织和筹款机构 Benetiet 的创始人 Yamina Krossa 的一封公开信。她领取了 ZEB 的奖金，并解释说乳房重建不会退款。因为比利时健康保险认为这是整容手术。所以泽布的奖金可能不仅仅是平坦的腹部或丰满的嘴唇。该网站作为博客在脸书和推特上分享，并发送到报纸的联系人。同一天，Yamina 接受了国家电视台和电台的采访。利用 ZEB 的可怕运动来造福于一个美好的事业。战略我们创建了一个迷你网站，带有一个响应 ZEB 网址的网址。创建一个每个人都可以关注的在线对话。为了传播这个网站，我们使用了 Facebook 、 Twitter 和 PR。这使每个人都能够加入对话并表示支持。我们有三个目标群体。1.政客 2.公共 3。ZEBWe 利用 ZEB 的活动创建了一个在线故事。我们需要让公众谈论 Benetiet 和他们所反对的不公正。因为人们谈论这个问题越多，就越容易让政治家真正对此采取行动。这最终是我们的主要目标。

赢得乳房重建

案例简介：Outcome One direct reply gained support on social media. 3100 Facebook-shares and 11.190 website visits got Yamina on national radio and major news channels. Stealing the attention a notorious retail brand was seeking, and using it for a good cause. The cost: only €30 and a day’s work. The result, on day after the hijack ZEB responded with a new website. They gave the €5000 (that’s two new breasts) and offered a lifetime partnership. But most importantly we gained: a broader knowledge of Benetiet, their mission, and a place on the political agenda. Today, the debate is still ongoing. Campaign Description One day later, we hijacked ZEB’s campaign with a new website: benetietcutsthecrap.be. It showed an open letter that claimed the prize, signed by Yamina Krossa, founder of Belgian non-profit and fundraiser Benetiet. After suffering from breast cancer, she discovered health insurance doesn’t cover the cost of a breast reconstruction. Why? Because it’s considered cosmetic surgery. So fashion store ZEB’s prize money could mean much more than fuller lips or a flat belly. In other words, we used a bad campaign and reconstructed it to serve a good cause. Synopsis CLIENTOur client Benetiet (= 'Benefit + Tit'), supports women who need a breast reconstruction after fighting breast cancer. The Belgian health insurance doesn’t cover the cost. Because it’s considered cosmetic surgery. Benetiet fights this injustice everyday by raising funds and hard lobbying. THE SITUATIONEvery year Belgian fashion store ZEB launches a controversial campaign. This year, in a cry for attention, they gave away €5000 worth of cosmetic surgery. A treat for the press, but a shock for everyone. To participate in the contest you had to go to zebcutsthecrap.be(Zebwindtergeendoekjesom.be in dutch). Relevancy This campaign is a one on one conversation between a fashion brand and a non-profit organisation.On the other hand it's an open letter. Written to one, but asking for the response of many. We wanted everybody to join the conversation and persuade Zeb to donate the prize money to women who really need the surgery. Execution Day1: Fashion store Zeb launches zebcutsthecrap.be, an online contest that awards €5000 worth of cosmetic surgery. A distasteful campaign, which leaves a shocking impression on everyone, but gains a lot of media attention. Day2: We hijacked ZEB’s media attention with a quick response on: benetietcutsthecrap.be. The website showed an open letter by Yamina Krossa, founder of Belgian non-profit and fundraiser Benetiet. She claimed ZEB’s prize money and explained that breast reconstructions are not refunded. Because Belgian health insurance considers it to be cosmetic surgery. So ZEB’s prize money could mean much more than a flat belly or fuller lips. The website was shared on Facebook and Twitter as a blogpost and sent to contacts at the newspapers.The same day Yamina got interviews on national TV and Radio. Using ZEB’s dreadful campaign to benefit a good cause. Strategy We created a mini site with an url that responded to ZEB’s url. Creating an online conversation that everyone could follow.To spread this website we used Facebook, Twitter and PR. This enabled everybody to join the conversation and show support. We had three target groups. 1. Politicians2. The public3. ZEBWe used ZEB’s campaign to create an online story. We needed to get the public talking about Benetiet and the injustice they fight. Because the more people talk about this problem, the easier it is to get politicians to actually do something about it. That’s eventually our main objective.