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生病的孩子 VS-所有在
案例简介：概要 医院建于 1949年，为生病的孩子 (生病的孩子) 分崩离析，迫切需要 13亿美元的改革。我们的任务是传达筹集 13亿美元建造一所新医院的必要性，并超越同比筹款结果。这是一个令人生畏的目标，为了实现这个目标，我们需要团结整个城市。因为医院被认为是政府资助的和成功的筹款活动，捐助者需要有一种极度的需求和紧迫感。 战略 多伦多被称为 “邻里之城”。每个人都有独特的文化和身份，我们挖掘了都灵人对自己的地盘的压倒性的当地自豪感，并通过社区特定的电影、户外壁画、数字广告直接与他们交谈, 和电子邮件，以来自他们自己社区的真正的病人为特色，打电话给他们代表他们的兜帽,加入战斗，成为新医院的每月捐赠者。 相关性 这是一场完全一体化的运动，每一种媒体都被设计成做不同的工作，吸引不同的目标。该活动包括电视、在线电影、 OOH 、有针对性的社交媒体、数字广告，以及向潜在捐赠者发起的一场富有超针对性的 1:1 活动。 结果 这场运动创造了前所未有的筹款记录，总额达到令人难以置信的 1.46亿美元。在线捐赠和交易都增加了？同比 21%。 执行 我们用一部两分钟的黑白在线电影和 90 分钟的电视节目发起了这场运动通过任何必要的手段抢救材料来建造新医院。对 OOH 来说，当地社区企业捐赠了墙壁，我们在那里手绘了比生活更大的壁画，并粘贴了野生帖子，展示了当地的病童患者聚集他们周围的社区成为每月捐赠者。这是由一个广泛的一对一数字组件完成的，该组件具有针对性和定制的社交媒体帖子、横幅广告、电影和电子邮件，按邻居个性化, 并进一步根据目标进行分割。每个媒体都将潜在的捐赠者联系回我们的 SickKids 网站，在那里他们可以注册成为每月捐赠者，并在他们的社区插上一面旗帜。 活动描述 为了戏剧化对一家新的儿童医院的迫切需求，并让城市对一栋建筑进行情感投资，我们创造了一个坚韧不拔的建筑, 黑白直接运动的特色是真正的病童患者徒手拆开自己的房子，以抢救材料，以任何必要的方式建造一所新医院。通过有针对性和本地化的电影，哦，一对一的数字和电子邮件, 我们描述了他们自己社区的真正的患病儿童患者，他们团结他们的社区成员代表他们的引擎盖，并通过成为每月的捐赠者来资助新医院来加入战斗。 BriefWithProjectedOutcomes N/A 简要解释 观众 这场运动的目的是为急需的新精神病医院大楼筹集捐款，并将其带入 21世纪，这将极大地影响多伦多和世界各地无数儿童的生活。
生病的孩子 VS-所有在
案例简介：Synopsis Built in 1949, The Hospital for Sick Children (SickKids) was falling apart and in desperate need of a $1.3 billion dollar overhaul. We were tasked with communicating the need to raise $1.3 Billion to build a new hospital and to surpass YOY fundraising results. It was a daunting goal, and to achieve it we needed to rally the entire city. Because the hospital is perceived as both government funded and a successful fundraiser, donors would need to feel an extreme sense of need and urgency. Strategy Toronto is called ‘The City of Neighbourhoods’. Each with a distinct culture and identity, We tapped into the overwhelming local pride that Torontonians have for their own hood and spoke to them directly via neighbourhood specific films, OOH murals, digital ads, and emails, featuring real SickKids patients from their own neighbourhoods calling them out to rep their hood, join the fight, and become a monthly donor to fund the new hospital. Relevancy This was a fully integrated campaign, with each medium designed to do different jobs and appeal to different targets. The campaign consisted of television, online film, OOH, targeted social media, digital advertising, and a rich hypertargeted 1:1 campaign to potential donors. Outcome This campaign resulted in an all-time fundraising record, contributing to an incredible $146 million dollar total. Both online donations and transactions increased ?21% YOY. Execution We launched the campaign with a gritty two-minute black-and-white online film and :90 cutdown for TV featuring real SickKids patients desperately tearing apart their own homes and neighbourhoods, salvaging materials to build the new hospital by any means necessary. For OOH, local community businesses donated walls where we hand painted larger-than-life murals and pasted up wild postings, featuring local SickKids patients rallying their surrounding neighbourhood to become monthly donors. This was rounded out by an extensive one-to-one digital component featuring targeted and customized social media posts, banner ads, films, and emails, personalized by neighbourhood, and further segmented by target based on. Every medium linked potential donors back to our SickKids website where they could sign up to become a monthly donor and plant a flag in their neighbourhood. CampaignDescription To dramatize the critical need for a new SickKids hospital, and get the city emotionally invested in a building, we created a gritty, black-and-white direct campaign featuring real SickKids patients tearing apart their own homes with their bare hands, to salvage materials to build a new hospital by any means necessary. Through targeted and localized film, OOH, and one-to-one digital and emails, we profiled real SickKids patients in their own neighbourhoods rallying their fellow community members to represent their hood and join the fight by becoming a monthly donor to fund the new hospital. BriefWithProjectedOutcomes N/A BriefExplanation Audience This campaign was created to raise donations for a desperately needed new SickKids hospital building, bringing it into the 21st century, which would greatly impact the lives of countless children both in Toronto and around the world.
SickKids VS - All In
案例简介：概要 医院建于 1949年，为生病的孩子 (生病的孩子) 分崩离析，迫切需要 13亿美元的改革。我们的任务是传达筹集 13亿美元建造一所新医院的必要性，并超越同比筹款结果。这是一个令人生畏的目标，为了实现这个目标，我们需要团结整个城市。因为医院被认为是政府资助的和成功的筹款活动，捐助者需要有一种极度的需求和紧迫感。 战略 多伦多被称为 “邻里之城”。每个人都有独特的文化和身份，我们挖掘了都灵人对自己的地盘的压倒性的当地自豪感，并通过社区特定的电影、户外壁画、数字广告直接与他们交谈, 和电子邮件，以来自他们自己社区的真正的病人为特色，打电话给他们代表他们的兜帽,加入战斗，成为新医院的每月捐赠者。 相关性 这是一场完全一体化的运动，每一种媒体都被设计成做不同的工作，吸引不同的目标。该活动包括电视、在线电影、 OOH 、有针对性的社交媒体、数字广告，以及向潜在捐赠者发起的一场富有超针对性的 1:1 活动。 结果 这场运动创造了前所未有的筹款记录，总额达到令人难以置信的 1.46亿美元。在线捐赠和交易都增加了？同比 21%。 执行 我们用一部两分钟的黑白在线电影和 90 分钟的电视节目发起了这场运动通过任何必要的手段抢救材料来建造新医院。对 OOH 来说，当地社区企业捐赠了墙壁，我们在那里手绘了比生活更大的壁画，并粘贴了野生帖子，展示了当地的病童患者聚集他们周围的社区成为每月捐赠者。这是由一个广泛的一对一数字组件完成的，该组件具有针对性和定制的社交媒体帖子、横幅广告、电影和电子邮件，按邻居个性化, 并进一步根据目标进行分割。每个媒体都将潜在的捐赠者联系回我们的 SickKids 网站，在那里他们可以注册成为每月捐赠者，并在他们的社区插上一面旗帜。 活动描述 为了戏剧化对一家新的儿童医院的迫切需求，并让城市对一栋建筑进行情感投资，我们创造了一个坚韧不拔的建筑, 黑白直接运动的特色是真正的病童患者徒手拆开自己的房子，以抢救材料，以任何必要的方式建造一所新医院。通过有针对性和本地化的电影，哦，一对一的数字和电子邮件, 我们描述了他们自己社区的真正的患病儿童患者，他们团结他们的社区成员代表他们的引擎盖，并通过成为每月的捐赠者来资助新医院来加入战斗。 BriefWithProjectedOutcomes N/A 简要解释 观众 这场运动的目的是为急需的新精神病医院大楼筹集捐款，并将其带入 21世纪，这将极大地影响多伦多和世界各地无数儿童的生活。
SickKids VS - All In
案例简介：Synopsis Built in 1949, The Hospital for Sick Children (SickKids) was falling apart and in desperate need of a $1.3 billion dollar overhaul. We were tasked with communicating the need to raise $1.3 Billion to build a new hospital and to surpass YOY fundraising results. It was a daunting goal, and to achieve it we needed to rally the entire city. Because the hospital is perceived as both government funded and a successful fundraiser, donors would need to feel an extreme sense of need and urgency. Strategy Toronto is called ‘The City of Neighbourhoods’. Each with a distinct culture and identity, We tapped into the overwhelming local pride that Torontonians have for their own hood and spoke to them directly via neighbourhood specific films, OOH murals, digital ads, and emails, featuring real SickKids patients from their own neighbourhoods calling them out to rep their hood, join the fight, and become a monthly donor to fund the new hospital. Relevancy This was a fully integrated campaign, with each medium designed to do different jobs and appeal to different targets. The campaign consisted of television, online film, OOH, targeted social media, digital advertising, and a rich hypertargeted 1:1 campaign to potential donors. Outcome This campaign resulted in an all-time fundraising record, contributing to an incredible $146 million dollar total. Both online donations and transactions increased ?21% YOY. Execution We launched the campaign with a gritty two-minute black-and-white online film and :90 cutdown for TV featuring real SickKids patients desperately tearing apart their own homes and neighbourhoods, salvaging materials to build the new hospital by any means necessary. For OOH, local community businesses donated walls where we hand painted larger-than-life murals and pasted up wild postings, featuring local SickKids patients rallying their surrounding neighbourhood to become monthly donors. This was rounded out by an extensive one-to-one digital component featuring targeted and customized social media posts, banner ads, films, and emails, personalized by neighbourhood, and further segmented by target based on. Every medium linked potential donors back to our SickKids website where they could sign up to become a monthly donor and plant a flag in their neighbourhood. CampaignDescription To dramatize the critical need for a new SickKids hospital, and get the city emotionally invested in a building, we created a gritty, black-and-white direct campaign featuring real SickKids patients tearing apart their own homes with their bare hands, to salvage materials to build a new hospital by any means necessary. Through targeted and localized film, OOH, and one-to-one digital and emails, we profiled real SickKids patients in their own neighbourhoods rallying their fellow community members to represent their hood and join the fight by becoming a monthly donor to fund the new hospital. BriefWithProjectedOutcomes N/A BriefExplanation Audience This campaign was created to raise donations for a desperately needed new SickKids hospital building, bringing it into the 21st century, which would greatly impact the lives of countless children both in Toronto and around the world.
生病的孩子 VS-所有在
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SickKids VS - All In
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基本信息
- 广告战役： #Sickkids Foundation-影视-f2218#
- 广告品牌： SickKids Foundation
- 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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