MY BLOOD IS RED AND BLACK|短视频|广告营销案例【ADGuider广告指南】

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我的血是红色和黑色

案例简介：描述活动/条目今天，巴西的大多数品牌产品和服务都不做社论或娱乐。他们只使用试图成为编辑或娱乐的传统广告。电视频道甚至政府都有数百个限制，但没有任何东西证明是我们运动的障碍，这值得在这方面提及。结果血库在 6月和 7月遭受了最大的血液短缺。对于 Hemoba 来说，为了满足人口的需求，有必要将数量增加 25%。这是一个事实: 人们只有在他们喜欢的人需要的时候才有献血的动机。因此，我们决定邀请人们为他们最大的热情献血: 他们的足球俱乐部。我们摘下了维托利亚百年纪念套装的红色条纹。只有在粉丝们的直接参与下，通过献血，球衣的颜色才会回来，一条的条纹就像献血一样。一开始是新闻发布会。然后团队穿着没有红色条纹的衬衫进入了现场。传单和新闻资料袋被分发给粉丝、记者和有影响力的粉丝，解释发生了什么。比赛结束后，我们发起了一场综合运动，包括瓦格纳 · 莫拉讲述的电视节目, 在 “精英阵容” 电影中扮演 “capitao Nascimento” 的演员和一个狂热的 vitó ria 支持者。球队打了十场比赛。人们开始献血，条纹逐渐回来。足球在巴西是一个非常严肃的话题。例如，反对国家足球队教练的抗议很常见，但反对我们国家的腐败却不常见。因此，我们做了一些人们已经被自然吸引的事情，足球。此外，我们可以在一个已经充满渴望新闻的消费者的宇宙中产生更多的内容，更多的问题。献血增加 46% (最初的目标是 21%)。投资 15,000.00 美元，自发媒体产生 8,000,000.00 美元。大约 1.3亿人受到影响: 超过 10亿的网页浏览量和 935 分钟的电视曝光，包括比赛、比赛节目和文章。国家和国际社会对此做出了巨大反应。甚至维多利亚最大的竞争对手巴伊亚的支持者也加入了竞选。电子游戏玩家为职业进化足球 2012 开发了新制服。这件球衣成为俱乐部的第三件官方制服，甚至还有海盗版本，可以在街头小贩那里找到。该俱乐部将这场运动作为纪念活动的一部分，并正在制作一部纪录片。

我的血是红色和黑色

案例简介：Describe the campaign/entry Today, most of the brand products and services in Brazil don't do editorials or entertainment. They only use traditional advertising which tries to be editorial or entertainment. There are hundreds of restrictions from TV channels and even the Government, but nothing that has proved an obstacle for our campaign which deserves to be mentioned in this context. Results Blood banks suffer their greatest shortage of blood in the months of June and July. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25%. It's a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood to their greatest passion: their football club. We took off the red stripes from Vitória's centenary kit. Only with the direct participation of the fans, through blood donations, would the color of the jersey come back, stripe by stripe as blood was being donated. It started with a press conference. Then the team entered the field in shirts without the red stripes. Flyers and a press kit were distributed to the fans, journalists and influencial fans, explaining what was happening. Right after the match, we launched an integrated campaign, including a TV spot narrated by Wagner Moura, the actor who played "Capitão Nascimento" in the "Elite Squad" films and a fanatical Vitória supporter. For ten matches, the team played in the new kit. People started donating blood and the stripes gradually returned. Football is a subject taken very seriously in Brazil. It is common to see protests against the coaches of the national football team, for example, but not against our country's corruption. Thus we did something that people were already naturally attracted to, football. In addition, we could generate more content, more issues, in a universe that is already full of consumers eager for news. An increase of 46% in blood donations (the original goal was 21%). With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international response. Even the supporters of Bahia, Vitoria's biggest rival, joined the campaign. Videogame players developed the new uniforms for the Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and there was even a pirate version, which could be found at street vendors. The club immortalized the campaign as part of its memorial celebrations and is producing a documentary.