Road To Recovery|短视频|广告营销案例【ADGuider广告指南】

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复苏之路

案例简介：描述活动/条目邦德堡朗姆酒面临非常困难的监管形势。除了帝亚吉欧促进负责任饮酒的内部行为准则 DMC 之外，我们还必须遵守政府的 AAPS (酒精广告预审查服务)。所有上述线路通信必须通过严格的审批程序，以确保他们提倡负责任的饮酒等。结果两年前，昆士兰州被一场灾难性的洪水吞噬，覆盖了法国大小的地区。今年的 1月26日，它又遭到了一次袭击。这一个惩罚了一个小得多的地区，但更凶猛。对我们的家乡班特堡来说，这是历史上最糟糕的一次。这场灾难导致了新闻公告，但几天后，这个故事就被埋葬了。作为班达堡最著名的居民，我们的任务有两个: (1) 引诱人们回到邦迪，以促进当地经济的衰退; (2) 抗击 “洪水疲劳”, 确保这个自豪的社区的勇敢永远不会被忘记。就在洪水发生 6 周后，我们开始了一项雄心勃勃的活动，创建班达堡有史以来最大的旅游活动。活动的中心是促销朗姆酒。这些瓶子被称为 “恢复之路”，上面印有邦迪受洪水影响的街道的名字。所有的 171。这种备受追捧的产品只能在 3月16日从酿酒厂买到, 这意味着朗姆酒爱好者需要去我们的活动，如果他们想购买他们独特的瓶子，他们需要在我们镇上花一些钱。朗姆酒的所有收益将捐赠给洪水灾民。口碑、公关和社交媒体是主要的工具，因为我们大型活动的消息通过我们邦迪 · 朗姆酒拥护者社区传播。这一热潮得到了一些传统媒体的称赞，包括印刷、电视、广播、户外和 DM。反应是压倒性的。3月16日周末，超过 6000 人前往该镇朝圣，人口增加了 8%。这是班达堡有史以来最大的旅游活动。估计有 250万美元注入了陷入困境的当地经济。朗姆酒完全卖光了，为慈善事业筹集了 3 万美元。公关产生了近 100万美元，有 169 个媒体作品。总覆盖超过 7 个半万人。在网上，我们的第一个 Facebook 恢复之路帖子吸引了我们整个人口的惊人 13%，268,130 独特的用途参与了恢复之路活动 -- 几乎每 3 个粉丝中就有 1 个。我们的 Facebook 页面粉丝增加了 9,000 多人。我们的社交活动达到了 2,692,405 个独特的人，超过 2090万个印象。由于他们的朋友与我们的 Facebook 活动的互动，1,037,470 人被联系到了。最重要的是，这个著名的事件确保了这个自豪的社区的勇敢永远不会被忘记。

复苏之路

案例简介：Describe the campaign/entry Bundaberg Rum faces a very difficult regulatory situation. In addition to DMC, Diageo's internal code of conduct to promote responsible drinking, we must also comply with the government's AAPS (Alcohol Advertising Pre-Vetting Service). All above the line communications must pass through their strict approval process to ensure they promote responsible drinking etc. Results Two years ago the state of Queensland was engulfed by a catastrophic flood, covering an area the size of France. On January 26 this year, it was hit by another. This one punished a much smaller area, but was even more ferocious. For our hometown of Bundaberg, it was the worst in history. The disaster led news bulletins, but within a couple of days the story became buried. As Bundaberg's most famous resident, our task was twofold: (1) Lure people back to Bundy to boost a decimated local economy; (2) Fight 'flood fatigue', ensuring the bravery of this proud community is never forgotten. We embarked on an ambitious campaign to create Bundaberg's biggest ever tourism event, just 6 weeks after the deluge. The centrepiece of the event was a promotional rum. Called 'Road to Recovery', the bottles were emblazoned with the names of Bundy's flood-affected streets. All 171 of them. This highly sought-after product would only be available from the Distillery on March 16, meaning rum-lovers would need to make the journey to our event and spend some money in our town if they wanted to claim their unique bottle. All proceeds from the rum would be donated to flood victims. Word of mouth, PR and social media were the primary tools, as news of our big event spread through our community of Bundy Rum loyalists. This groundswell was complimented by some traditional media including print, TV, radio, outdoor and DM. The response was overwhelming. Over 6000 people made the pilgrimage to the town for the weekend of March 16, swelling the population by 8%. It was the biggest tourism event Bundaberg has ever seen. An estimated $2.5 million was pumped into the struggling local economy. The rum completely sold out, raising $300,00 for charity. Nearly $1 million in PR was generated, with 169 media pieces. The total reach exceeded 7 and a half million people. Online, our first Facebook Road to Recovery post engaged an amazing 13% of our entire population and 268,130 unique uses engaged in the month of Road to Recovery activity - almost 1 in 3 fans. Our Facebook page fan base increased by over 9,000 people. Our social activity reached 2,692,405 unique people with in excess of 20.9 million impressions. 1,037,470 people were reached as a result of their friends interaction with our Facebook activity. And most importantly, this famous event ensured that the bravery of this proud community would never be forgotten.