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海洋之声
案例简介：为什么这项工作与公关相关？ 工业捕鱼对海洋的破坏性后果是公众所不知道的，而政客们则忽略了。在不到48小时的时间里，“海洋之声”: 来自海上的SOS到达了超过1亿人。在没有任何投资的情况下，电视频道、广播电台和国家印刷媒体就锁定了这一主题。海洋守护者的信息传播开来，态度终于开始改变。帕梅拉 · 安德森 (Pamela Anderson) 和法国演员奥马尔 · 西 (Omar Sy) 等坚定的影响者的参与带来了国际反响，使所有人都能听到。多亏了 “海洋之声”，公众和舆论领袖意识到了这一紧迫性。 背景 保护海洋的非政府组织海洋守护者需要让公众意识到工业捕鱼对海洋的后果。 因为在50年里，我们的鱼消费量随着我们的人口增加了一倍。密集捕鱼在世界各地肆虐。被政客忽视，被游说团体最小化，这种情况每年都在恶化。科学家正在敲响警钟: 如果这种情况没有改变，到2048年，海洋将清空所有鱼类。 面对这种紧急情况，Sea Shepherd希望制造一种电击来改变态度，并使人们了解解决方案可以来自我们每个人，从我们的盘子开始。 在没有媒体投资的情况下，目标是通过公关机制和单一的体验式内容在社交平台上吸引最多的人的注意力。 描述创意 (20% 的选票) 多亏了 “海洋守护者” 行动，海洋终于从寂静中脱颖而出，向人类发出了求救信号，即SOS。“海声” 是一个独特的声音的故事，包括三十个声纳哀叹: 鱼叉鲸鱼，拖网渔船网中捕获的海豚或成千上万的鱼捆在一起。 这个想法是在图片和文字通常占主导地位的社交媒体上，以一种新的方式激发公众的注意力。在这里，“神秘的声音” 令人惊讶，滋养了幻想和讨论的飞行，在不到24小时的时间内，社交网络就淹没了媒体。 关于声音来自何处的辩论一经展开，Sea Shepherd便揭示了其重要性，从而提醒公众注意过度捕捞的危险。通过 “海洋之声”，海洋直接与人类对话，海洋守护者使公众可以看到和听到以前未知的暴行。 描述公关策略 (30% 的选票) 第一个野心是让人们相信大海确实发出了奇怪的声音，并以绝对的匿名方式前进。 一切都经过精心策划，以使声音可听和合法。声音是在已知的潜水地点附近首次播放的，尤其是由Guillaume n é ry (法国潜水员，世界自由跳水双冠军，在社交媒体上拥有强大的社区) 听到的。 从那一刻起，声音就毫无疑问。在不到24小时的时间内，成千上万的评论，喜欢和转发，幻想和问题启动了机器，电视，广播和印刷媒体也转播了该机器: 正是我们想要的。 Sea Shepherd选择了适当的时机，通过传播视频来发布最终答案，该视频由高度坚定的Sea Shepherd社区以及对该事业有利的媒体和人物再次转播。 描述公关执行 (20% 的选票) 1.纪尧姆 · 内里 (Guillaume n é ry) 给予了这一合理的初步合法性和普遍的公众反响。 动员了特定的影响者: 海洋学家，水手，潜水员，科学家，海上爱好者-传达纪尧姆 · 内里 (Guillaume n é ry) 的职位，并提高信誉，并在社交媒体上进一步扩大声音的影响力。 2.在24小时内，声音产生了数百万次观看和评论。然后，Sea Shepherd通过2分钟的视频在其Twitter，Instagram和Facebook帐户上透露了起源。美国海洋守护者，德国，西班牙，意大利和澳大利亚也同时发布了视频。 3. Sea Shepherd在本地和国际上部署了一项庞大的公关计划: 电视，广播，新闻， 加强这种声音在社交网络之外的传播。 列出结果 (30% 的投票) 必须包括以下两个层: 在仅72小时内，并且没有媒体投入: • 该操作在社交网络上的观看次数超过3500万次。 • 总计超过1.5亿个媒体印象 海洋牧羊人的意识提高了25% • 海上牧羊人网站和社交网络上的最佳流量表现: 操作期间的150%。 影响价值860万欧元的媒体: 通过以下方式转发: 帕梅拉 · 安德森 o Guillaume n é ry (世界自由跳水双料冠军) Omar Sy (法国演员) 奥 · 皮埃尔 · 尼内特 (法国演员) 媒体: o电视观众 (TF1，M6，法国2，BFM) 感谢不同的广播: 1500万法国人 o广播 (RTL，法国信息) 观众7-9和12:30-1pm新闻时段: 300万听众 o Geo / S科学与Avenir: N ° 1户外与科学法国出版社。 o赫芬顿邮报，巴黎比赛，费加罗，解放，巴黎，布鲁特
海洋之声
案例简介：Why is this work relevant for PR? The devastating consequences of industrial fishing on the ocean are unknown by the general public and ignored by politicians. In under 48 hours, “Sound Of Sea”: the SOS from the sea reached over 100 million people. Without any investment, TV channels, radio stations and national print media latched onto the subject. Sea Shepherd’s message spread and attitudes finally began to change. The participation of committed influencers like Pamela Anderson and the French actor Omar Sy brought an international echo making it audible to everyone. Thanks to “Sound Of Sea“, the general public and opinion leaders are aware of the urgency. Background Sea Shepherd, the NGO protecting the oceans, needs to make the general public aware of the consequences of industrial fishing on the sea. Because in 50 years our consumption of fish has doubled along with our population. Intensive fishing wreaks havoc all over the world. Neglected by politicians and minimised by lobbies, the situation is only worsening year after year. Scientists are sounding the alarm: if this situation doesn’t change, the oceans will be emptied of all fish by 2048. Faced with this emergency, Sea Shepherd wanted to create an electroshock to change attitudes and make people understand that the solution can come from each of us, starting in our plates. Without media investment, the aim is to catch the attention of the greatest number, on social platforms via a PR mechanism and singular experiential content. Describe the creative idea (20% of vote) Thanks to the Sea Shepherd operation, the ocean at last emerges from silence sending Humankind a distress call, an SOS. “Sound Of Sea” is the story of a unique sound, comprising thirty sonar laments: a harpooned whale, a dolphin caught in trawler mesh, or thousands of fish bunched together in a net. The idea is to excite the attention of the general public in a new way on social media where pictures and words usually dominate. Here the “enigmatic sound” surprises, nourishing flights of fantasy and discussions which, in under 24 hours, flood social networks then the media. Once the debate was launched about where the sound came from, Sea Shepherd revealed its significance, thus alerting the public about the dangers of overfishing. Through “Sound Of Sea,” the ocean talks directly to Humankind, and Sea Shepherd makes previously unknown atrocities visible and audible to the general public. Describe the PR strategy (30% of vote) The first ambition was to make people believe there really was a strange sound emanating from the sea and to progress in absolute anonymity. Everything was orchestrated to render the sound audible and legitimate. The sound was broadcast for the first time near known diving spots and was notably heard by Guillaume Néry (a French diver who is the world’s free diving double champion and who has a strong community on social media). From that moment, the sound was never in doubt. With several tens of thousands of comments, Likes and retweets in under 24 hours, fantasies and questions launched the machine, also relayed by TV, Radio and print media: exactly what we wanted. Sea Shepherd chose the opportune moment to deliver the final answer by spreading a video reveal, relayed again by the highly committed Sea Shepherd community, but also by the media and personalities favourable to the cause. Describe the PR execution (20% of vote) 1. Guillaume Néry gave this sound initial legitimacy and a general public echo. Specific influencers were mobilised: oceanographers, sailors, divers, scientists, sea lovers – to relay Guillaume Néry’s posts and to lend credibility and amplify the sound’s reach even more across social media. 2. In 24 hours the sound had generated millions of views and comments. Sea Shepherd then revealed the origin on its Twitter, Instagram and Facebook accounts with a 2-minute video. Sea Shepherd USA, Germany, Spain, Italy and Australia also unveiled the video simultaneously. 3. Sea Shepherd deployed a massive PR plan locally and internationally: TV, radio, press, to intensify the spread of this sound beyond social networks. List the results (30% of vote) must include at least two of the following tiers: In only 72 hours, and without media investment: • the operation was viewed more than 35 million times on social networks. • it totaled over 150 million media impressions • Sea Shepherd awareness increased by 25% • Best traffic performance on Sea Shepherd’s website and social network: + 150% during the operation. The impact is valued at €8.6 M of EARNED MEDIA: • Reposts by: o Pamela Anderson o Guillaume Néry (world’s free diving double champion) o Omar Sy (French Actor) o Pierre Ninet (French Actor) • Media: o TV audience (TF1, M6, France 2, BFM) thanks to different broadcasts: 15 million French people o Radio (RTL, France Info) audience 7-9 and 12:30-1pm news slots: 3 million listeners o Geo / Science & Avenir: N°1 Outdoor & Scientific French press. o HUFFINGTON POST, PARIS MATCH, FIGARO, LIBÉRATION, LE PARISIEN, BRUT
Sound of Sea
案例简介：为什么这项工作与公关相关？ 工业捕鱼对海洋的破坏性后果是公众所不知道的，而政客们则忽略了。在不到48小时的时间里，“海洋之声”: 来自海上的SOS到达了超过1亿人。在没有任何投资的情况下，电视频道、广播电台和国家印刷媒体就锁定了这一主题。海洋守护者的信息传播开来，态度终于开始改变。帕梅拉 · 安德森 (Pamela Anderson) 和法国演员奥马尔 · 西 (Omar Sy) 等坚定的影响者的参与带来了国际反响，使所有人都能听到。多亏了 “海洋之声”，公众和舆论领袖意识到了这一紧迫性。 背景 保护海洋的非政府组织海洋守护者需要让公众意识到工业捕鱼对海洋的后果。 因为在50年里，我们的鱼消费量随着我们的人口增加了一倍。密集捕鱼在世界各地肆虐。被政客忽视，被游说团体最小化，这种情况每年都在恶化。科学家正在敲响警钟: 如果这种情况没有改变，到2048年，海洋将清空所有鱼类。 面对这种紧急情况，Sea Shepherd希望制造一种电击来改变态度，并使人们了解解决方案可以来自我们每个人，从我们的盘子开始。 在没有媒体投资的情况下，目标是通过公关机制和单一的体验式内容在社交平台上吸引最多的人的注意力。 描述创意 (20% 的选票) 多亏了 “海洋守护者” 行动，海洋终于从寂静中脱颖而出，向人类发出了求救信号，即SOS。“海声” 是一个独特的声音的故事，包括三十个声纳哀叹: 鱼叉鲸鱼，拖网渔船网中捕获的海豚或成千上万的鱼捆在一起。 这个想法是在图片和文字通常占主导地位的社交媒体上，以一种新的方式激发公众的注意力。在这里，“神秘的声音” 令人惊讶，滋养了幻想和讨论的飞行，在不到24小时的时间内，社交网络就淹没了媒体。 关于声音来自何处的辩论一经展开，Sea Shepherd便揭示了其重要性，从而提醒公众注意过度捕捞的危险。通过 “海洋之声”，海洋直接与人类对话，海洋守护者使公众可以看到和听到以前未知的暴行。 描述公关策略 (30% 的选票) 第一个野心是让人们相信大海确实发出了奇怪的声音，并以绝对的匿名方式前进。 一切都经过精心策划，以使声音可听和合法。声音是在已知的潜水地点附近首次播放的，尤其是由Guillaume n é ry (法国潜水员，世界自由跳水双冠军，在社交媒体上拥有强大的社区) 听到的。 从那一刻起，声音就毫无疑问。在不到24小时的时间内，成千上万的评论，喜欢和转发，幻想和问题启动了机器，电视，广播和印刷媒体也转播了该机器: 正是我们想要的。 Sea Shepherd选择了适当的时机，通过传播视频来发布最终答案，该视频由高度坚定的Sea Shepherd社区以及对该事业有利的媒体和人物再次转播。 描述公关执行 (20% 的选票) 1.纪尧姆 · 内里 (Guillaume n é ry) 给予了这一合理的初步合法性和普遍的公众反响。 动员了特定的影响者: 海洋学家，水手，潜水员，科学家，海上爱好者-传达纪尧姆 · 内里 (Guillaume n é ry) 的职位，并提高信誉，并在社交媒体上进一步扩大声音的影响力。 2.在24小时内，声音产生了数百万次观看和评论。然后，Sea Shepherd通过2分钟的视频在其Twitter，Instagram和Facebook帐户上透露了起源。美国海洋守护者，德国，西班牙，意大利和澳大利亚也同时发布了视频。 3. Sea Shepherd在本地和国际上部署了一项庞大的公关计划: 电视，广播，新闻， 加强这种声音在社交网络之外的传播。 列出结果 (30% 的投票) 必须包括以下两个层: 在仅72小时内，并且没有媒体投入: • 该操作在社交网络上的观看次数超过3500万次。 • 总计超过1.5亿个媒体印象 海洋牧羊人的意识提高了25% • 海上牧羊人网站和社交网络上的最佳流量表现: 操作期间的150%。 影响价值860万欧元的媒体: 通过以下方式转发: 帕梅拉 · 安德森 o Guillaume n é ry (世界自由跳水双料冠军) Omar Sy (法国演员) 奥 · 皮埃尔 · 尼内特 (法国演员) 媒体: o电视观众 (TF1，M6，法国2，BFM) 感谢不同的广播: 1500万法国人 o广播 (RTL，法国信息) 观众7-9和12:30-1pm新闻时段: 300万听众 o Geo / S科学与Avenir: N ° 1户外与科学法国出版社。 o赫芬顿邮报，巴黎比赛，费加罗，解放，巴黎，布鲁特
Sound of Sea
案例简介：Why is this work relevant for PR? The devastating consequences of industrial fishing on the ocean are unknown by the general public and ignored by politicians. In under 48 hours, “Sound Of Sea”: the SOS from the sea reached over 100 million people. Without any investment, TV channels, radio stations and national print media latched onto the subject. Sea Shepherd’s message spread and attitudes finally began to change. The participation of committed influencers like Pamela Anderson and the French actor Omar Sy brought an international echo making it audible to everyone. Thanks to “Sound Of Sea“, the general public and opinion leaders are aware of the urgency. Background Sea Shepherd, the NGO protecting the oceans, needs to make the general public aware of the consequences of industrial fishing on the sea. Because in 50 years our consumption of fish has doubled along with our population. Intensive fishing wreaks havoc all over the world. Neglected by politicians and minimised by lobbies, the situation is only worsening year after year. Scientists are sounding the alarm: if this situation doesn’t change, the oceans will be emptied of all fish by 2048. Faced with this emergency, Sea Shepherd wanted to create an electroshock to change attitudes and make people understand that the solution can come from each of us, starting in our plates. Without media investment, the aim is to catch the attention of the greatest number, on social platforms via a PR mechanism and singular experiential content. Describe the creative idea (20% of vote) Thanks to the Sea Shepherd operation, the ocean at last emerges from silence sending Humankind a distress call, an SOS. “Sound Of Sea” is the story of a unique sound, comprising thirty sonar laments: a harpooned whale, a dolphin caught in trawler mesh, or thousands of fish bunched together in a net. The idea is to excite the attention of the general public in a new way on social media where pictures and words usually dominate. Here the “enigmatic sound” surprises, nourishing flights of fantasy and discussions which, in under 24 hours, flood social networks then the media. Once the debate was launched about where the sound came from, Sea Shepherd revealed its significance, thus alerting the public about the dangers of overfishing. Through “Sound Of Sea,” the ocean talks directly to Humankind, and Sea Shepherd makes previously unknown atrocities visible and audible to the general public. Describe the PR strategy (30% of vote) The first ambition was to make people believe there really was a strange sound emanating from the sea and to progress in absolute anonymity. Everything was orchestrated to render the sound audible and legitimate. The sound was broadcast for the first time near known diving spots and was notably heard by Guillaume Néry (a French diver who is the world’s free diving double champion and who has a strong community on social media). From that moment, the sound was never in doubt. With several tens of thousands of comments, Likes and retweets in under 24 hours, fantasies and questions launched the machine, also relayed by TV, Radio and print media: exactly what we wanted. Sea Shepherd chose the opportune moment to deliver the final answer by spreading a video reveal, relayed again by the highly committed Sea Shepherd community, but also by the media and personalities favourable to the cause. Describe the PR execution (20% of vote) 1. Guillaume Néry gave this sound initial legitimacy and a general public echo. Specific influencers were mobilised: oceanographers, sailors, divers, scientists, sea lovers – to relay Guillaume Néry’s posts and to lend credibility and amplify the sound’s reach even more across social media. 2. In 24 hours the sound had generated millions of views and comments. Sea Shepherd then revealed the origin on its Twitter, Instagram and Facebook accounts with a 2-minute video. Sea Shepherd USA, Germany, Spain, Italy and Australia also unveiled the video simultaneously. 3. Sea Shepherd deployed a massive PR plan locally and internationally: TV, radio, press, to intensify the spread of this sound beyond social networks. List the results (30% of vote) must include at least two of the following tiers: In only 72 hours, and without media investment: • the operation was viewed more than 35 million times on social networks. • it totaled over 150 million media impressions • Sea Shepherd awareness increased by 25% • Best traffic performance on Sea Shepherd’s website and social network: + 150% during the operation. The impact is valued at €8.6 M of EARNED MEDIA: • Reposts by: o Pamela Anderson o Guillaume Néry (world’s free diving double champion) o Omar Sy (French Actor) o Pierre Ninet (French Actor) • Media: o TV audience (TF1, M6, France 2, BFM) thanks to different broadcasts: 15 million French people o Radio (RTL, France Info) audience 7-9 and 12:30-1pm news slots: 3 million listeners o Geo / Science & Avenir: N°1 Outdoor & Scientific French press. o HUFFINGTON POST, PARIS MATCH, FIGARO, LIBÉRATION, LE PARISIEN, BRUT
海洋之声
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Sound of Sea
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基本信息
- 广告战役： #海洋守护者协会-影视-5d72#
- 广告品牌： 海洋守护者协会
- 发布日期： 2020
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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