Inverse Goal Celebration|短视频|广告营销案例【ADGuider广告指南】

逆进球庆祝

案例简介：观众这项活动的目标超越了传统的足球支持者，是我们与熟悉的目标接触的挑战。观众:-核心目标-儿童-扩展目标-家庭和整个社会。客户简报或目标识别我们做了一项研究，以确定是什么激励了孩子，在哪里以及如何瞄准他们。区分我们为目标发布了一个相关的信息，使用正确的渠道以经济高效的方式接触他们。RESPONSEWe 推出了 DR communication，《行动呼吁》鼓励孩子们通过互联网发送他们的目标庆祝视频。个性化的 responsevewe 使用他们发送的视频为最佳音调创造个性化激励。执行这就是为什么与孩子联系是关键，因为他们能够在圣诞节期间激活整个家庭。这就是为什么我们决定生活冠军的真正主角不应该是足球明星，而是孩子!我们是怎么做到的？阶段 1) 通过展示、户外和印刷活动收集进球庆祝活动，西甲足球明星要求孩子们发送进球庆祝视频。此外，我们在路演中拍摄了儿童庆祝活动。阶段 2) 进球庆祝模仿足球明星在比赛前选择了他们最喜欢的，并在比赛中进球时模仿他们。电视直播了最初的孩子庆祝活动，当时它正在被模仿。阶段 3) Buzz generationWe 发送了一份新闻稿，其中包含关于该倡议的信息，以及向媒体解释该倡议的视频摘要。结果 -全世界 30 个国家的电视直播 (免费)。观众-11,4% 在 La1 频道 (141% 的平均观众)。 -赢得媒体价值 69.14亿欧元。 -出席。 21.391 人。 4.000 个孩子的庆祝聚会。 -筹集的资金对 120 万儿童产生了影响。概要圣诞节充满了慈善活动，从电视节目到为数百个非政府组织和社会事业筹集资金的各种体育活动。成千上万的儿童每天都在受苦，这不是每个人都想到的富裕国家。为了提高认识和筹集资金，我们与 LFP 合作组织了终身冠军，LFP 是去年圣诞节为儿童举办的一场友好的足球比赛。

逆进球庆祝

案例简介：Audience The target of this event goes beyond traditional football supporters, being our challenge to engage with a familiar target.Audience:-Core target – Children-Extended target – Families and the whole society. Client Brief Or Objective IDENTIFICATIONWe did a research to identify what motivates children and where and how to target them.DIFFERENTIATIONWe launched a relevant message for the target using the correct channels to reach them in a cost-efficient way.DIRECT RESPONSEWe launched DR communication and the call to action encouraged kids to send their goal celebration videos through Internet.PERSONALISED INCENTIVEWe used the videos they sent to create a personalized incentive for the best tones. Execution This is why connecting with children was key as they are able to activate their whole family during Christmas. This is why we decided that the real protagonists of Champions for Life should not be football stars, but children!How did we do it? Phase 1) Goal celebrations gatheringThrough a display, OOH and print campaign, La Liga’s soccer stars asked children to send videos with goal celebrations. In addition, we shot children’s celebrations in a roadshow.Phase 2) Goal celebrations imitationSoccer stars chose their favourite ones before the match and imitated them whenever a goal was scored during the match. TV broadcasted live the original kid’s celebration while it was being imitated.Phase 3) Buzz generationWe sent a press release with information about the initiative and a video summary explaining the initiative to media. Outcome - TV live in 30 countries around the world (for free).- Audience - 11,4% on La1 channel (141% over its average audience).- Earned media worth 6,914 million Euros.- Attendance.- 21.391 people.- 4.000 kid’s celebrations gathered.- The funds raised had an impact on 1,2 million children. Synopsis Christmas is full of charity events, from TV programs to all kind of sport events raising funds for hundreds of NGOs and social causes.Thousands of children suffer every day, something that not everyone has in mind on wealthy countries. To raise awareness and collect funds, we organised Champions for Life in collaboration with LFP, a friendly football match on the benefit of children that took place last Christmas.