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案例简介：简要解释 黎巴嫩吸收了 200万叙利亚难民。一半以上是儿童，街头乞讨的儿童人数急剧增加。一些人被帮派利用，利用交给孩子们的钱购买非法物品和物质。黎巴嫩人不确定他们的钱去向，停止了捐赠。由于国家没有为他们提供足够的服务，这使得许多街头儿童没有基本必需品。黎巴嫩连锁超市 Bou Khalil 成立于 1935年，承诺 “世世代代的关怀”，创造了 “好纸币” -- 一种只能花在食物、水、黎巴嫩各地 Bou Khalil supermarch é 分支机构及其附属药房的毯子和处方药物。所有的利润都受益于一个关心街头儿童的组织。一场跨平台的交流运动导致人们购买这张纸币，而不是把钱交给街头儿童，同时教育街头儿童购买新的纸币以及在哪里消费。这一倡议在黎巴嫩和全世界引起了共鸣。当地媒体和国际媒体报道了这一好消息，包括美国之音、阿拉伯天空新闻、半岛电视台、阿拉伯半岛、雅虎新闻和阿拉伯经济论坛。公共利益为媒体和公共关系创造了 420万美元的收入，估计有 2000万社交媒体用户。价值 2500万黎巴嫩镑的好钞票在全国流通, 该倡议成功地利用沟通来改变态度和行为转变 -- 在黎巴嫩人和街头儿童之间重新建立信任，在社会层面改变看法,通过向黎巴嫩人保证他们正在负责任地给予，同时使街头儿童能够获得基本必需品，使他们能够再次给予。该倡议成功地提高了地方和国际一级对负责任地给予街头儿童以及 Bou Khalil supermarch é 品牌的认识,在一个竞争激烈的零售行业中，太多的本地和国际玩家正在为不断减少的馅饼而战，他们通过一项实地举措有效地实现了几代人护理的品牌承诺 societal 水平的差异。这场运动的嗡嗡声通过清晰地传达该品牌的核心信仰，有效地增加了全体黎巴嫩人的考虑，并将该国最古老的连锁超市带给了黎巴嫩年轻一代。
好的音符
案例简介：BriefExplanation Lebanon has absorbed more than 2 million Syrian refugees. More than half are children, drastically increasing the number of children begging on the streets. Some were exploited by gangs, who used the money handed to the children to buy illicit items and substances. Unsure of where their money was going, the Lebanese stopped giving. With insufficient state services to provide for them, this left many street children without basic necessities.Founded in 1935 and pledging “generations of care”, Lebanese supermarket chain Bou Khalil created the Good Note - an alternate currency that can only be spent on good things such food, water, blankets and prescribed medication at Bou Khalil Supermarché branches across Lebanon and its affiliated pharmacy. All profits from the Good Note benefit an organization that cares for street children. A cross-platform communication campaign led people to buy the note and give it to street children instead of money, while simultaneously educating the street children on the new note and where to spend it. The initiative resonated across Lebanon and the world. The Good Note was covered by local media and international media including Voice of America, Sky News Arabia, Al Jazeera, Al Arabiya, Yahoo News and Arabic Economic forum . Public interest generated $4.2 million in earned media and PR and reached an estimated 20 million social media users .With more than 25 million Lebanese pounds worth of Good Notes circulating around the country, the initiative successfully leveraged communication to change attitudes and create a behavior shift – re-establishing trust between the Lebanese population and street children, changing perceptions at a societal level, enabling the Lebanese to give again by assuring them they were giving responsibly and simultaneously enabling street children to access basic necessities. The initiative successfully raised awareness at a local and international level on giving to street children responsibly as well as the Bou Khalil Supermarché brand itself, amid a hyper competitive retail industry where too many local and international players are fighting over a decreasing pie by effectively bringing to life its brand promise of generations of care via an on-ground initiative that would make a difference at a societal level. The buzz from the campaign effectively increased Increase consideration among the entire Lebanese population, via clear communication of the brand’s core beliefs and brought the country’s oldest supermarket chain to the younger generation of Lebanese.
The Good Note
案例简介：简要解释 黎巴嫩吸收了 200万叙利亚难民。一半以上是儿童，街头乞讨的儿童人数急剧增加。一些人被帮派利用，利用交给孩子们的钱购买非法物品和物质。黎巴嫩人不确定他们的钱去向，停止了捐赠。由于国家没有为他们提供足够的服务，这使得许多街头儿童没有基本必需品。黎巴嫩连锁超市 Bou Khalil 成立于 1935年，承诺 “世世代代的关怀”，创造了 “好纸币” -- 一种只能花在食物、水、黎巴嫩各地 Bou Khalil supermarch é 分支机构及其附属药房的毯子和处方药物。所有的利润都受益于一个关心街头儿童的组织。一场跨平台的交流运动导致人们购买这张纸币，而不是把钱交给街头儿童，同时教育街头儿童购买新的纸币以及在哪里消费。这一倡议在黎巴嫩和全世界引起了共鸣。当地媒体和国际媒体报道了这一好消息，包括美国之音、阿拉伯天空新闻、半岛电视台、阿拉伯半岛、雅虎新闻和阿拉伯经济论坛。公共利益为媒体和公共关系创造了 420万美元的收入，估计有 2000万社交媒体用户。价值 2500万黎巴嫩镑的好钞票在全国流通, 该倡议成功地利用沟通来改变态度和行为转变 -- 在黎巴嫩人和街头儿童之间重新建立信任，在社会层面改变看法,通过向黎巴嫩人保证他们正在负责任地给予，同时使街头儿童能够获得基本必需品，使他们能够再次给予。该倡议成功地提高了地方和国际一级对负责任地给予街头儿童以及 Bou Khalil supermarch é 品牌的认识,在一个竞争激烈的零售行业中，太多的本地和国际玩家正在为不断减少的馅饼而战，他们通过一项实地举措有效地实现了几代人护理的品牌承诺 societal 水平的差异。这场运动的嗡嗡声通过清晰地传达该品牌的核心信仰，有效地增加了全体黎巴嫩人的考虑，并将该国最古老的连锁超市带给了黎巴嫩年轻一代。
The Good Note
案例简介：BriefExplanation Lebanon has absorbed more than 2 million Syrian refugees. More than half are children, drastically increasing the number of children begging on the streets. Some were exploited by gangs, who used the money handed to the children to buy illicit items and substances. Unsure of where their money was going, the Lebanese stopped giving. With insufficient state services to provide for them, this left many street children without basic necessities.Founded in 1935 and pledging “generations of care”, Lebanese supermarket chain Bou Khalil created the Good Note - an alternate currency that can only be spent on good things such food, water, blankets and prescribed medication at Bou Khalil Supermarché branches across Lebanon and its affiliated pharmacy. All profits from the Good Note benefit an organization that cares for street children. A cross-platform communication campaign led people to buy the note and give it to street children instead of money, while simultaneously educating the street children on the new note and where to spend it. The initiative resonated across Lebanon and the world. The Good Note was covered by local media and international media including Voice of America, Sky News Arabia, Al Jazeera, Al Arabiya, Yahoo News and Arabic Economic forum . Public interest generated $4.2 million in earned media and PR and reached an estimated 20 million social media users .With more than 25 million Lebanese pounds worth of Good Notes circulating around the country, the initiative successfully leveraged communication to change attitudes and create a behavior shift – re-establishing trust between the Lebanese population and street children, changing perceptions at a societal level, enabling the Lebanese to give again by assuring them they were giving responsibly and simultaneously enabling street children to access basic necessities. The initiative successfully raised awareness at a local and international level on giving to street children responsibly as well as the Bou Khalil Supermarché brand itself, amid a hyper competitive retail industry where too many local and international players are fighting over a decreasing pie by effectively bringing to life its brand promise of generations of care via an on-ground initiative that would make a difference at a societal level. The buzz from the campaign effectively increased Increase consideration among the entire Lebanese population, via clear communication of the brand’s core beliefs and brought the country’s oldest supermarket chain to the younger generation of Lebanese.
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The Good Note
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基本信息
- 广告战役： #Bou Khalil Supermarché-设计与品牌-4284#
- 广告品牌： Bou Khalil Supermarché
- 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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