The No Means No ATM|装置,活动|广告营销案例【ADGuider广告指南】

不意味着没有自动取款机

案例简介：为什么这项工作与媒体相关？我们改造了自动取款机 (自动取款机)-大量的人每天与之互动，以提高人们对一个涉及整个社会的问题的认识: 性骚扰。背景据统计，阿根廷93% 的妇女遭受了某种形式的基于性别的暴力，因此每年3月8日，妇女走上街头，要求解决这个问题。描述创意/见解 (30% 的选票) 在国际妇女节，我们支持女性的说法，创造了一种自动取款机，它不会接受No的回答，这样用户就可以亲身体验到被困在你没有选择的情况下的感觉。这一努力旨在帮助提高对那些遭受实际骚扰的人的同情心，强化了一个值得重复的信息: “没有就是没有。” 描述策略 (20% 的选票) 在阿根廷，女权运动每天都在壮大。人们已经开始质疑父权制，以及什么曾经被认为是 “正常” 的行为。汇丰希望对基于性别的暴力采取强硬立场，以配合他们对内部性别政策的改变。我们的目标是培养同理心和意识，并加入关于性别暴力的对话，传播一个强烈的反对性别暴力的话题。描述执行 (20% 的选票) 5月8日，我们对分布在全国各地的450台自动取款机进行了重新编程，这样他们就不会接受 “否” 的回答。之后，我们在社交媒体平台上上传了汇丰官方账号的数字内容; 它在几个小时内迅速走红，在记者 @ DiegoBattle在他的Twitter个人资料上分享后，它迅速升级，得到了许多强烈倡导女性主义的意见领袖的非常积极的回应。列出结果 (得票率的30%) + 3月份，10MM人直接与我们的450台自动取款机互动在短短24小时内 + 4MM有机观点在Twitter上，在Instagram上 + 1MM观点 # 汇丰在国际妇女节成为阿根廷的热门话题 + 5000万美元赚取的媒体

不意味着没有自动取款机

案例简介：Why is this work relevant for Media? We transformed ATMs – machines tons of people interact with daily – to raise awareness on a problem that involves the entire society: sexual harassment. Background Statistically, 93% of women in Argentina have suffered some form of gender-based violence so every March 8, women march down the streets demanding this issue to be addressed. Describe the creative idea/insights (30% of vote) For International Women´s Day, we supported women’s claims creating an ATM that wouldn´t take No for an answer so users could experience firsthand what it’s like to feel trapped in a situation where you have no options. This effort seeks to help boost empathy towards those who have suffered actual harassment, reinforcing a message worth repeating: "No means No." Describe the strategy (20% of vote) In Argentina, the Feminist Movement is growing stronger every day. People have begun to question patriarchy and what was once considered "normal" behavior. HSBC wanted to take a hard stance against gender-based violence in line with the changes they’re making to their internal gender policies. The goal was to foster empathy and awareness, and join the conversation about gender violence spreading a strong message against it. Describe the execution (20% of vote) On May 8th, we re-programmed 450 ATMs distributed around the country so they wouldn´t take No for an answer. After that, we uploaded the digital content on social media platforms from HSBC’s official accounts; it went viral in a matter of hours, quickly escalating after journalist @DiegoBattle shared it on his Twitter profile, getting a very positive response from a number of opinion leaders who are strong advocates of feminism. List the results (30% of vote) +10MM people interacted directly with our 450 ATMs during March In just 24 hours +4MM organic views on Twitter & +1MM views on Instagram #HSBC became a trending topic in Argentina on International Women´s Day +US$50MM Earned Media