Mistaken Love Song|海报/平面|广告营销案例【ADGuider广告指南】

错误的情歌

案例简介：为什么这项工作与音乐娱乐狮子相关？在这场战役中，这首歌被用作艺术杰作。在将近一个月的时间里，与公众的联系只能通过纯正形式的歌曲进行。人们唱歌，评论并最终仅将其作为普通的情歌来消费。在他们完全参与进来之后，他们对音乐视频完全改变了他们的想象感到惊讶。这项工作的重要性在于通过歌曲探索和揭露渗透到人们关系中的情感联系和过程。这场运动证明了音乐在让人们参与和传达重要信息方面的力量。背景巴西政府的原则之一是使国家更安全，对妇女更平等。为此，它一直在该国进行变革、行动和运动，以提高民众的认识。鉴于困扰巴西家庭的几起暴力侵害妇女案件，政府决定与人权部联手，11月25日在消除暴力侵害妇女行为国际日开展一场运动。在巴西，许多女性，无论年龄或社会阶层，都经历暴力，不寻求帮助，要么是因为爱、恐惧、羞耻、对伴侣的依赖，要么是因为她们不知道如何采取行动。为了打击暴力案件，该运动旨在发起24小时虐待热线 (180)，提高人们对妇女不应接受生活在任何暴力状况的认识。描述创意许多女性认为自己处于恋爱关系中，而实际上，她们生活在虐待之中。我们在运动的机制中复制了相同的过程。一位著名的巴西浪漫歌手推出了一首歌，乍一看似乎是一首情歌。原来所有的诗句都有双重意义。当这首歌广为人知并出现在前十名中时，发布了一个剪辑，解构了关于这首歌的所有想象。像 “这样的爱情是并排24/7的” 这样的诗句，似乎指的是一对相爱的情侣，喜欢在一起，在视频中透露，事实上，是关于一个男人控制他的妻子在街上跟随她，并发送咄咄逼人的WhatsApp消息。互联网上开始了一个新的倡议，标签是 # youhaveavoice 描述策略该运动的数据收集基于三个方面: 政府数据，案头研究和与妇女的圆桌讨论。这项调查首先分析了全国暴力侵害妇女行为登记处，该登记处有120万多次谴责。该数据库非常广泛，显示了竞选中最微妙的解决途径: 人际关系中的暴力。有了第一个方向，我们开始研究科学研究和暴力案例报告。结果表明，许多女性看不到自己处于虐待关系中。他们没有确定在严重虐待之前发生的小暴力，这可能是致命的。因此，我们必须进行一场运动，首先与他们进行对话。首先用一条信息来影响受影响最大的观众，让他们回顾整个情况，并采取行动结束痛苦。描述执行情况该战略选择了11月25日 (即消除对妇女的暴力行为国际日)，在全国范围内开展这项运动，在大型广播公司中开展了两项商品销售活动，并通过该活动播放了音乐视频。在接下来的几天中，进行了三个商品销售动作，生成了自发媒体。共有14家电视台225次播放了30英寸的视频。该活动还在96个城市的1,686家电影院中放映。来自9个首都的108广播电台6,379次广播30 “点。在机场，公共汽车和地铁中，电视屏幕上播放了数字小插曲，从而向人们传达了信息。在Internet上，社交网络，视频网络，搜索引擎，门户和音乐流是该策略中使用的主要类别，优先播放该活动的音乐视频。所有这些动作发生在37天 (从11/25到12/31/18) 内。描述结果与2017年同期相比，该运动使2018年12月的180热线电话增加了101%。在YouTube上的联邦政府个人资料中，该视频的观看次数超过160万，而在歌手Naiara Azevedo的频道中，该视频的观看次数超过400万。总的来说，考虑到整个互联网上的所有观点，我们有1000万多个观点。这项运动是联邦政府运动中股票的最高峰。在其Twitter个人资料中，11/25/2018上有15,000多个转发。媒体体积计占互联网上大约1.71亿次点击，130万来自Spotify上的流媒体，66.52% from TV覆盖范围，约占3700万次点击。

错误的情歌

案例简介：Why is this work relevant for Entertainment Lions for Music? In this campaign, the song is used as an artistic masterpiece. For almost a month the contact with the public is only through the song in its pure form. People sing, comment, and ultimately consume it merely as an ordinary love song. After they are totally involved they are surprised by the music video that completely changes what they had imagined. The importance of this work is to explore and expose the emotional connections and processes that permeate people's relationship through the song. The campaign proves the power of music in involving people and conveying important messages. Background One of the principles of the Brazilian government is to make the country safer and more equal for women. For this purpose, it has been making changes, actions and campaigns in the country to raise awareness among the population. In view of the several cases of violence against women that haunt Brazilian homes, the government decided to join forces with the Ministry of Human Rights and prepare a campaign on the International Day for the Elimination of Violence Against Women, November 25. In Brazil, many women, regardless of age or social class, experience violence and don’t seek help, either due to love, fear, shame, dependence on the partner or simply because they do not know how to take action. In order to fight violence cases, the campaign aimed to launch the 24-hour abuse line (180) raising awareness that women should not accept to live in any situation of violence. Describe the creative idea Many women think they are in a love relationship when, in fact, they are living an abusive one. We reproduced in the mechanics of the campaign the same process. A famous Brazilian romantic singer launched a song that, at first sight, seems to be a love song. It turns out that all the verses have double meaning. When the song became widely known and appeared among the Top 10, a clip was released deconstructing everything that had been imagined about the song. Verses like “A love like that was 24/7 side by side”, which seemed to refer to a couple deeply in love that enjoys being together, was revealed in the clip to be, in fact, about a man who controls his wife following her on the street and sending aggressive WhatsApp messages. A new initiative was started on the internet with the hashtag #youhaveavoice Describe the strategy The data collection of the campaign was based on three fronts: government data, desk research and round table discussions with women. The survey began by analyzing the National Registry of Violence Against Women, which has more than 1.2 million denounces. The database is extensive and showed the most delicate path to address in the campaign: violence within relationships. With this first direction, we began to research scientific studies and case reports of violence. Results have shown that many women can’t see that they are in an abusive relationship. They don’t identify the small violence that precedes a great abuse, which can be fatal. So we had to make a campaign that spoke to them first. To impact the most affected audience first with a message that would make them to review the whole situation and take action to end the pain. Describe the execution The strategy chose November 25, which is the International Day for the Elimination of Violence Against Women, to launch the campaign nationally with two merchandising actions in large-audience broadcasters, through which the music video was shown. In the following days, three merchandising actions were performed generating spontaneous media. In all, 14 television stations broadcasted the 30” video 225 times. The campaign was also shown in 1,686 movie theaters in 96 cities. 108 radio broadcasters from 9 capitals broadcast the 30” spot 6,379 times. In airports, buses and subways, digital vignettes were broadcast on TV screens, reinforcing the message to the population. On the Internet, social networks, video networks, search engines, portals and music streaming were the main categories used in the strategy, which priority broadcasted the campaign’s music video. All this action occurred in the period of 37 days (from 11/25 to 12/31/18). Describe the outcome The campaign contributed to an increase of 101% in the calls for the 180 hotline in December 2018, compared to the same period of 2017. In the profile of the Federal Government on YouTube, the video had more than 1.6 million views, and in the channel of the singer Naiara Azevedo it had more than 4 million views. In total, accounting for all views on the Internet as a whole, we had more than 10 million views. This campaign had the highest peak of shares ever on a Federal Government campaign. In its Twitter profile, there were more than 15 thousand retweets on 11/25/2018. Media volume gauge accounted for approximately 171 million hits on the Internet, 1.3 million from streaming on Spotify, and 66.52% from TV coverage, which accounted for approximately 37 million hits.