The Samsung Calories Marathon|短视频|广告营销案例【ADGuider广告指南】

三星卡路里马拉松

案例简介：利奥 · 伯内特以色列介绍: “三星卡路里马拉松” -- 燃烧卡路里来养活穷人三星是特拉维夫马拉松 * 的官方赞助商，这是以色列今年最大的体育赛事。多年来，它一直是一个传统，始于 2017年的 “三星游戏马拉松”，它决定利用这个机会做好事。因此，今年它推出了 “三星卡路里马拉松”: 一场马拉松，你燃烧的卡路里越多，三星代表你向穷人捐赠的食品就越多。三星与 “Pitchon Lev” 汤厨房 * -- 该国最大的汤厨房，每年为 250.000 多名以色列人提供食品和基本需求 -- 合作，承诺匹配每燃烧的卡路里它将以跑步者的名义向该组织捐赠类似的富含卡路里的食品。因此，如果你考虑到一个体重 75 公斤的正常人可能会在不到四个小时的时间内完成 42 公里的马拉松 -- 我们说的是燃烧近 4000 卡路里乘以至少 40.000 参与者 -- 这相当于 320.000 顿饭! 三星将如何管理它？跑步者将配备一个特殊的卡路里计数乐队，并随时向人们展示已经增加和燃烧了多少卡路里, 该公司将在市政厅对面的拉宾广场 -- 特拉维夫中心广场上设立一个现场卡路里柜台。在马拉松日, 越过终点线的跑步者将被引导到一个品牌的化合物，在那里，除了获得他们跑步的个人视频之外，他们还将被邀请选择与他们燃烧的卡路里数量相匹配的食品编辑将代表他们捐赠的食品包装。但这还不是全部。为了扩大三星的努力, 该公司将在全国的高交通密度点和购物中心建立 “三星卡路里站”，在那里人们将被邀请在跑步机上跑步，并将他们燃烧的卡路里添加到普通人群中 “燃烧热量” 计数。一项允许人们一次、两次或更多捐赠卡路里的活动。在我们看来，“三星卡路里马拉松” 意味着一件事: 跑步。烧伤。饲料。重复。在这里观看我们的广告: https://youtu.be/tM7yJOe08Eo * Pitchon Lev-是一个非政治非营利组织，成立于 1998年，致力于打破以色列代际贫困的循环。一个致力于让不太幸运的人过上有尊严的生活，同时努力为他们提供摆脱贫困的平台的组织。该组织每年帮助 250,000 多人，不分性别、宗教、种族、出身或国籍。接受者接受食品、婴儿食品、家用器具、服装、鞋类、电器、法律和医疗咨询以及美发服务方面的援助。

三星卡路里马拉松

案例简介：Leo Burnett Israel presents: “The Samsung Calories Marathon” – Burning Calories to feed the needy Samsung is the official sponsor of the Tel Aviv Marathon* - Israel’s biggest sports event of the year. It has been for a number of years and true to a tradition started in 2017 with the “Samsung Gaming Marathon”, it has decided to use that occasion to do good. So this year it is launching the “Samsung Calories Marathon”: A marathon where the more calories you burn, the more food products Samsung donates on your behalf to the needy. Working together with the “Pitchon Lev” soup kitchen* –the country’s largest soup kitchen which services over 250.000 Israelis each year with food products and basic needs - Samsung has pledged to match each calorie burnt with a similar calorie-rich food product it will donate on runners’ behalf to the organization. So if you take into account that a normal person weighting 75 kilograms would probably complete the 42 kilometer marathon in just under four hours – we’re talking about burning close to 4000 calories multiplied by at least 40.000 participants – that’s the rough equivalent of 320.000 meals! How will Samsung manage it? Well runners will be outfitted with a special calorie counting band and to show people at all times how many calories have already been raised and burnt, the company will set up a live calorie counter on Rabin Square – Tel Aviv’s central square right opposite town hall. On Marathon day, runners crossing the finish line will be directed to a branded compound where besides getting a personal video of their run – they will be invited to choose the food products that match the number of calories they burned and compile the food package that will be donated on their behalf. But that’s not all. To amplify Samsung’s effort, the company will be setting up “Samsung Calories Stations” at high traffic density spots and shopping malls throughout the country– where people will be invited to run on treadmills and add their burnt calories to the general ‘burnt calories’ count. An activity that will allow people to donate their calories once, twice or more. The way we see it, the “Samsung Calories Marathon” means one thing: Run. Burn. Feed. Repeat. Watch our commercial here: https://youtu.be/tM7yJOe08Eo *Pitchon Lev - is an apolitical non-profit organization founded in 1998, working to break the cycle of intergenerational poverty in Israel. An organization dedicated to enabling less fortunate people to lead a dignified life while striving to supply them with a platform to exit from poverty. The organization assists over 250,000 people each year regardless of sex, religion, race, origin or nationality. The recipients receive aid in food, baby food, household utensils, clothing, footwear, electrical appliances, legal and medical advice and hairdressing services.