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简历活动
案例简介：结果和有效性 这场运动立即出名了。人们在简历后阅读简历。有些人甚至错过了他们的火车，这样他们就可以再读一遍。数百个博客和其他社交媒体对此进行了报道。全国电视新闻对无家可归者和运动进行了长达 4 分钟的报道，使其成为全国性的事情。 最重要的是，该运动帮助无家可归者出售了创纪录数量的杂志。从历史上看，12月是慷慨大方的好月份，他们希望与上个月相比增长 50%。 实际增长 101%。12月期提前一周售罄。 创意执行 在漫长而寒冷的冬天，无家可归的卖家在地铁内外寻求温暖。通过使地铁站成为主要媒体，并通过选择接近销售情况的媒体，我们使直接行动成为可能。人们看到了这场运动，可以立即走到一个无家可归的人面前，买下杂志。 见解、战略和想法 在斯德哥尔摩无家可归是非常困难的。特别是在漫长寒冷的冬天。大约 1800 名无家可归者在街上出售《斯德哥尔摩情况》月刊。它给他们钱买食物和住所。但是越来越多的无家可归者让他们变得太熟悉了 -- 出售杂志越来越困难。2012 期间销售额下降 22%。 我们想让无家可归的卖家成为强大的个体。不要把他们描绘成受害者。所以信息是: “需要一个特别的人来出售股票”。通过让一些无家可归的卖家写下他们真实的简历，描述他们的小工作经历和悲惨的生活，我们让人们看到了杂志背后的人性。 这场运动让人们再次发现他们。公众可以突然看到你和我一样，因为现在有一种生活可以联系。
简历活动
案例简介：Results and Effectiveness The campaign became instantly famous. People read CV after CV. Some even missed their train so they could read one more. Hundreds of blogs and other social media wrote about it. The national TV News made an 4 minute long feature of the homeless and the campaign - making it a national matter. Most importantly, the campaign helped the homeless to sell a record breaking number of magazines. December is historically a good month for generosity and they hoped for a 50% increase compared to the month before. Actual increase was 101%. The December issue sold out a week early. Creative Execution During the long and cold winter the homeless sellers seek warmth in and around the subway. By making the subway stations the main media and by choosing a media close to the selling situation we made direct action possible. People saw the campaign and could instantly walk up to a homeless and buy the magazine. Insights, Strategy and the Idea Being homeless in Stockholm is very difficult. Specially during the long, cold winter. Some 1800 homeless people sell Situation Stockholm, a monthly magazine, on the streets. It gives them money to buy food and shelter. But the increasing number of homeless have made them a too familiar sight - its harder and harder to sell the magazine. During 2012 sales dropped 22%. We wanted to lift the homeless sellers as strong individuals. Not paint them as victims. So the message was: 'It takes someone special to sell Situation Stockholm'. By letting a few of the homeless sellers write their authentic CV's, describing their little work experience as well as their tragic life's we made people see the human being behind the magazine. The campaign made people discover them again. The public could suddenly see the same as you and me, because now there was a life to relate to.
CV CAMPAIGN
案例简介：结果和有效性 这场运动立即出名了。人们在简历后阅读简历。有些人甚至错过了他们的火车，这样他们就可以再读一遍。数百个博客和其他社交媒体对此进行了报道。全国电视新闻对无家可归者和运动进行了长达 4 分钟的报道，使其成为全国性的事情。 最重要的是，该运动帮助无家可归者出售了创纪录数量的杂志。从历史上看，12月是慷慨大方的好月份，他们希望与上个月相比增长 50%。 实际增长 101%。12月期提前一周售罄。 创意执行 在漫长而寒冷的冬天，无家可归的卖家在地铁内外寻求温暖。通过使地铁站成为主要媒体，并通过选择接近销售情况的媒体，我们使直接行动成为可能。人们看到了这场运动，可以立即走到一个无家可归的人面前，买下杂志。 见解、战略和想法 在斯德哥尔摩无家可归是非常困难的。特别是在漫长寒冷的冬天。大约 1800 名无家可归者在街上出售《斯德哥尔摩情况》月刊。它给他们钱买食物和住所。但是越来越多的无家可归者让他们变得太熟悉了 -- 出售杂志越来越困难。2012 期间销售额下降 22%。 我们想让无家可归的卖家成为强大的个体。不要把他们描绘成受害者。所以信息是: “需要一个特别的人来出售股票”。通过让一些无家可归的卖家写下他们真实的简历，描述他们的小工作经历和悲惨的生活，我们让人们看到了杂志背后的人性。 这场运动让人们再次发现他们。公众可以突然看到你和我一样，因为现在有一种生活可以联系。
CV CAMPAIGN
案例简介：Results and Effectiveness The campaign became instantly famous. People read CV after CV. Some even missed their train so they could read one more. Hundreds of blogs and other social media wrote about it. The national TV News made an 4 minute long feature of the homeless and the campaign - making it a national matter. Most importantly, the campaign helped the homeless to sell a record breaking number of magazines. December is historically a good month for generosity and they hoped for a 50% increase compared to the month before. Actual increase was 101%. The December issue sold out a week early. Creative Execution During the long and cold winter the homeless sellers seek warmth in and around the subway. By making the subway stations the main media and by choosing a media close to the selling situation we made direct action possible. People saw the campaign and could instantly walk up to a homeless and buy the magazine. Insights, Strategy and the Idea Being homeless in Stockholm is very difficult. Specially during the long, cold winter. Some 1800 homeless people sell Situation Stockholm, a monthly magazine, on the streets. It gives them money to buy food and shelter. But the increasing number of homeless have made them a too familiar sight - its harder and harder to sell the magazine. During 2012 sales dropped 22%. We wanted to lift the homeless sellers as strong individuals. Not paint them as victims. So the message was: 'It takes someone special to sell Situation Stockholm'. By letting a few of the homeless sellers write their authentic CV's, describing their little work experience as well as their tragic life's we made people see the human being behind the magazine. The campaign made people discover them again. The public could suddenly see the same as you and me, because now there was a life to relate to.
简历活动
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CV CAMPAIGN
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基本信息
- 广告战役： #Situation Stockholm-户外-8d38#
- 广告品牌： Situation Stockholm
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频 , 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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