A Hair Raising Message|短视频|广告营销案例【ADGuider广告指南】

一个令人毛骨悚然的消息

案例简介：活动描述瑞典儿童癌症基金会是一个著名的非营利组织，致力于筹集资金预防和防治儿童癌症疾病。这场运动背后的策略是解释之前的洗发水药店广告。如果没有我们掌握的媒体预算，这是一个相当大的挑战。有效性挑战和目标: 10月是瑞典儿童癌症基金会捐款迅速减少的时期。该组织看到了增加捐赠和品牌意识的冲动。策略: 通过解释之前的 schampoo 广告，我们创造了一个令人毛骨悚然的信息，仍然在世界各地回响。执行: 我们在数字广告牌上为每一位路过地铁站的旅行者创造了引人入胜的体验。数字广告牌通过运动传感器对经过的火车做出反应。人们被鼓励用他们的智能手机捐款。为了增加覆盖面和捐款，我们制作了一部短片，记录了反应并上传到 Youtube 上。实施尽管这是斯德哥尔摩地铁站的一个实体设施，但这项活动的主要目的是记录反应。这意味着我们的主要目标受众不仅是斯德哥尔摩的 1200 万地铁通勤者，还有瑞典的其他人口。通过我们掌握的媒体预算，我们需要一个引人注目的想法来吸引媒体的关注。凭借如何推出我们的品牌内容的明确战略，消费者发现并通过社交媒体、文章、电视新闻、 Youtube 、推特、 Facebook 和娱乐网站传播我们的活动。结果自 10月以来，这部电影已经有 1000万多次观看。七天后，它在 217 个国家被观看，并成为瑞典 Youtube 上浏览量最高的片段。数百家媒体报道，包括《卫报》、《名利场》、《赫芬顿邮报》和《独立报》。估计 pr值为 350 万欧元。但最重要的是，捐赠增加了 900%。媒体或种子预算中没有一个欧元。经过数百次对特别创作的音乐的请求，我们现在已经在 Spotify 上发布了 “Linn 的主题” 的完整版本。相关性我们与领先的户外提供商 Clear Channel 合作，解释了之前的洗发水广告。我们解释了之前的洗发水广告，并在同一地铁站的同一个数字广告牌上使用了同样的技术。记录了我们的数字广告牌体验，以便为我们的目标受众创建引人入胜的内容。这部电影被上传到 Youtube 媒体平台

一个令人毛骨悚然的消息

案例简介：Campaign Description The Swedish Childhood Cancer Foundation is a well-known non-profit organisation dedicated to collecting money to prevent and combat cancer diseases in children. The strategy behind this campaign was to interpret a previous pharmacy ad for shampoo. Without a media budget at our disposal, this was quite a challenge. Effectiveness The challenge and objective: October is a period where The Swedish Childhood Cancer Foundation see a rapid decrease in donations. The organization saw an urge to increase donations and brand awareness. The strategy: By interpreting a previous schampoo ad we created a hair-raising message that still echoes around the world. The execution: We created an engaging experience in a digital billboard for every traveler who passed the metro station. The digital billboard reacted on trains passing by through motion sensors. People were encouraged to donate with their smart phone. To increase reach and donations, we made a short film where we documented reactions and uploaded on Youtube. Implementation Even though this was a physical installation in a subway station in Stockholm, the main purpose of the campaign was to document reactions. Meaning that our primary target audience was not only the 1,2 million metro commuters in Stockholm, but also the rest of the Swedish population. Witthout a media budget at our disposal, we needed a spectacular idea that would attract the attention of the press. With a clear strategy on how to roll out our branded content, consumers found and spread our campaign through social media, articles, tv news, Youtube, Twitter, Facebook and entertainment websites. Outcome Since October, the film has had over 10 million views. After seven days it had been viewed in 217 countries and it became the clip with the highest amount of views on Swedish Youtube. Hundreds of media outlets have reported, including The Guardian, Vanity Fair, The Huffington Post and The Independent. Resulting in an estimated PR value of 3,5 million euros. But most importantly, donations increased by 900%. Without a single euro in media or seeding budget. After hundreds of requests for the specially written music, we have now released "Linn's Theme" in a full-length version on Spotify. Relevancy We teamed up with leading outdoor provider Clear Channel and interpreted a previous shampoo ad. We interpreted a previous shampoo ad and used the same technique on same digital billboard on the exact same metro station. Our digital billboard experience was documented in order to create engaging content for our target audience. The film was uploaded on media platform Youtube