The Davos Challenge: Walk For Education|短视频|广告营销案例【ADGuider广告指南】

达沃斯挑战: 为教育而行走

案例简介：相关性对于瑞银来说，确保子孙后代的教育非常重要。为了做到这一点并说服利益相关者和潜在客户，进行有影响力的公关活动至关重要。在整个想法中，瑞银希望表明他们的活动是可持续的。要发起一场引人注目的唤醒运动。活动描述许多孩子在南非农村面临每天步行到学校的6千米或更多。这就是为什么他们经常迟到，疲倦或无法完全参与学习过程的原因。为了改变这一点，瑞银决定为他们散步。该公司与2015达沃斯世界经济论坛合作，并邀请1,000世界和商业领袖采取行动，改善非洲的教育。通过与小学生在达沃斯逗留期间走相同的距离。每步行6公里，瑞银就会向一名南非学童捐赠一辆自行车。因为自行车帮助他们更快地上学，所以可以获得更多的学习时间。为了让代表步行，参与者收到了特殊的Fitbit腕带，可以测量他们的步数。达沃斯各地的航站楼都展示了步行的所有步骤，已经达到的自行车数量以及这如何改善非洲的学习。还增加了竞争优势。这样，代表们就可以很容易地发现他们在教育方面是否也是表现最好的。最后，步行了11,000多公里，导致2,500辆自行车。首席执行官，政客，学者和有远见的人都花了公里，并赢得了自行车。所有这些步行都没有被忽视。实际上，这是达沃斯历史上涉及最多的话题之一。赫芬顿邮报 (Huffington Post) 等出版商和CNN (CNN) 等广播公司报道了该项目，并向参与者发送了推文。不仅获得了宣传，而且还创造了对话。客户简介或目标为了帮助南非的儿童每天步行到6千米学校，从而增加他们接受教育的机会，瑞银与世界自行车救济组织合作，希望捐赠2,500辆自行车。达沃斯世界经济论坛的目标受众包括政治家，商人和有远见的人。习惯了经济挑战的人。人们，他们通常有完整的会议时间表，需要向他们展示杰出的想法和概念，以引起他们的注意。因此，在整个概念阶段开发的所有想法都是针对该受众的需求的。有效性所有1,000 Fitbit Flex手镯分发给参与者。首席执行官，政客，学者和有远见的人都努力工作，并赢得了自行车。最后，步行了11,000多公里，导致2,500辆自行车。所有这些步行都没有被忽视。实际上，这是达沃斯历史上涉及最多的话题之一。CNN在 “Quest meets Business” 中报道了该项目，《赫芬顿邮报》、《今日美国》、《卫报》和《澳大利亚人报》等出版商报道了该项目。发布的文章和视频引发了数百个赞，分享和推文。执行为了证明瑞银企业社会责任活动的意义，需要开发一种有影响力的沟通理念。与世界自行车救援组织合作，瑞银的目标是向学童捐赠2,500辆自行车。参与者收到了Fitbit Flex手镯，该手镯测量了步行距离。每个参与者都可以登录到专门设计的微型网站，该微型网站既为台式机设计，也为移动设备设计，并检索其个人身份。除微型站点外，还在会议中心，一些酒店和瑞银分公司建立了终端，其中显示了有关项目背景的信息。终端和微型站点上都显示了步行公里数，捐赠的自行车和花费的学习时间的实时统计数据。该项目按计划执行，由于压倒性的参与，实现了目标。战略这个想法必须既有趣又容易。有趣的是，观众是由全球精英组成的。容易，因为参与者没有时间详细处理项目。只有满足这些要求，目标受众才能参与到项目中 -- 这是获得知名度的必要条件，因此瑞银在企业社会责任领域的声誉得以塑造。目标受众用于企业社会责任项目。这就是为什么以下战略组成部分是该想法的核心: 直接参与，可衡量的结果和可持续增长。这是通过将步行的公里数与捐赠自行车，计算步骤并确保数据透明度的Fitbits以及对教育的关注直接链接来实现的，因为教育的改善可能会带来未来的财富。

达沃斯挑战: 为教育而行走

案例简介：Relevancy For UBS securing education for future generations is very important. To do that and to convince stakeholders and prospects, an impactful PR campaign was essential. Throughout the idea UBS wanted to show that their activities are sustainable. To step out an eye-catching and attention awakening campaign was to be created. Campaign Description Many children in rural South Africa face a daily walk to school of 6 km or more. That’s why they often arrive late, are tired or unable to fully participate in the learning process. To change this UBS decided to do the walking for them. The company partnered with the 2015 World Economic Forum in Davos and invited 1,000 world and business leaders to take action for better education in Africa. By walking the same distance as a school child does during their stay in Davos. For every 6 kilometers walked, UBS donated a bicycle to a South African school child. Because bikes help them get to school faster, more learning time can be achieved. To get the delegates walking participants received special Fitbit wristbands that measured their steps. Terminals all over Davos displayed all steps walked, the number of bicycles already achieved and how this is improving learning in Africa. Also a competitive twist was added. That way the delegates could easily find out whether they were also top performers for education. In the end more than 11 thousand km were walked resulting in 2,500 bikes.Kilometers were crunched and bikes were earned by CEOs, politicians, academics and visionaries. And all this walking didn’t go unnoticed. In fact it was one of the most covered topics in Davos history. Publishers such as Huffington Post and broadcasters such as CNN reported about the project and tweets were sent among participants. Not only publicity was gained but dialogues were created. Client Brief Or Objective To help children in South Africa with their daily walk to school of 6 km and thus increase their chance to education, UBS in collaboration with World Bicycle Relief wanted to donate 2,500 bicycles. The target audience of the World Economic Forum in Davos consists of politicians, business people and visionaries. People, who are used to economic challenges. People, who usually have full meeting schedules and to whom one needs to present outstanding ideas and concepts in order to gain their attention. Therefore, all ideas that were developed throughout the conceptual phase were geared to the needs of this audience. Effectiveness All 1,000 Fitbit Flex bracelets where handed out to participants. Kilometers were crunched and bikes were earned by CEOs, politicians, academics and visionaries. In the end, more than 11 thousand km were walked resulting in 2,500 bikes.All this walking didn’t go unnoticed. In fact, it was one of the most covered topics in Davos history. CNN reported about the project in “Quest meets Business”, and publishers such as Huffington Post, USA today, The Guardian and The Australian reported about the project. Hundreds of Likes, Shares and Tweets followed from the articles and videos published. Execution In order to prove the meaning of UBS’s CSR activities, an impactful communication idea was to be developed. In cooperation with World Bicycle Relief, UBS’s target was to donate 2,500 bicycles to school children. Participants received a Fitbit Flex bracelet that measured the distance walked. Each participant was able to log in to a specially designed microsite, which was both designed for desktop and for mobile, and retrieve his personal status. In addition to the microsite, terminals were set up both at the Convention Center, as well as in some hotels and in the UBS branch, where information about the background of the project were shown. Live statistics on the total number of walked kilometers, the donated bikes and the learning time spent were displayed both on the terminals and on the microsite. The project was executed as planned and thanks to an overwhelming participation, the target was achieved. Strategy The idea had to be intriguing and easy at the same time. Intriguing as the audience is made of the global elite. Easy as the participants do not have time to deal with the project in detail. Only by meeting those requirements, the target audience can be involved in the project – and that’s the necessity in order to gain awareness, so UBS’s reputation in the fields of CSR is shaped. The target audience is used to CSR projects. That’s why the following strategic components were the core of the idea: direct involvement, measurable results and sustainable growth. This was achieved by direct linkage of kilometers walked to donation of bikes, Fitbits that count steps and ensure transparency of data and the focus on education as improvement of education may lead to wealth in the future.