Imarimba Project|短视频|广告营销案例【ADGuider广告指南】

Imarimba 项目

案例简介：执行 2016年4月28日，所有媒体都出席了新闻发布会，并在国家电视台直播，该部发起了改变铃声名称的提议，以及该提议背后的文化原因。公认的危地马拉艺术家也在那里，并加入了这项事业，在一个迅速传播的地方主演。该现场首次在活动中播出。这个国家立即开始讨论他们的文化。成千上万的危地马拉人开始在网上签署请愿书，要求苹果将名字从 “马林巴” 改为 “危地马拉马林巴”。概要危地马拉是拉丁美洲文化投资最少的国家之一。这反映在对一些文化建筑的忽视和恶化上。在国会即将批准新预算的那一年，我们在我们最伟大的文化偶像之一: 马林巴发现了一个机会。马林巴它不仅仅是该国的本土乐器，它也是危地马拉的官方民族乐器，也是其爱国象征之一。但是世界不知道的是，每次 iPhone 响起，你都会听到危地马拉的呼唤。自 2007 以来，“马林巴” 也是世界上最著名的铃声的声音和名称: 经典的 iPhone 铃声 “马林巴”。但是危地马拉人总是忽略了这一点。因此，为了提高人们对文化需要更多资源的认识，危地马拉文化部提出了一项特别要求。战略第一个目标是媒体，我们试图通过他们达到并说服其他目标: 危地马拉社会、公众舆论和政治阶层。所有这些倡议都必须在 4月的 9月至 2016年之间进行，因为在那个月，危地马拉国会开会讨论新的预算。这场运动是对公众施加压力，在此期间，议员应该鼓励他们增加文化预算。该计划是从该部当局的新闻发布会开始，邀请所有媒体告诉他们运动背后的想法。代表各种文化形式的公认艺术家: 音乐、绘画、文学等。支持这项提议的艺术家也将在那一天出席。那天，文化部长将阅读危地马拉给苹果的公开信，苹果是社交网络的所在地相关性这场运动能够影响该国的政治议程。有助于改变危地马拉的行为和对文化价值的看法。一种创造性的公共关系战略的实施方式使得全国没有人对这项提议漠不关心。因此，矛盾的是，低预算运动达到了为国家文化实现更大预算的目标。活动描述在国会即将批准新预算的那一年，危地马拉文化部起草了一封给苹果的公开信，要求他们在苹果著名铃声的名字中加入这个国家的名字。请愿书将 “马林巴” 铃声改名为 “危地马拉的马林巴”。该倡议打开了危地马拉人的眼睛和耳朵，让他们知道他的一个国家文化偶像在世界各地数百万人的生活中存在。结果危地马拉所有媒体都报道了这场运动。IMarimba 是连续 30 个小时的热门话题，680万赢得了媒体的印象，并获得了最想要的东西: 国会批准了完成建造马林巴研究所所需的长期追求的 Q12 万。旨在保存和传播文书遗产的建筑。由于缺乏资金，它的建设已经瘫痪了十年。此外，文化和体育部被分配了一个新的预算，超过了去年的预算 1.135 亿 q1。该运动在社交网络中提到马林巴和危地马拉文化的比例非常高。能够完成一座保存危地马拉土著音乐教学的建筑的价值是无形的，将受到所有一代危地马拉人的赞赏。这一增加也将有助于重建危地马拉文化的其他重要建筑，作为国家文化宫，并改善危地马拉在拉丁美洲文化投资排名中的位置。最后，我们文化的呼唤得到了回应。 Q = Quetzales (危地马拉货币)

Imarimba 项目

案例简介：Execution On 28th april 2016, all the media were present at the press conference and live on national television, the Ministry launched the proposal of changing the name of the ringtone and the cultural reasons behind the proposal. Recognized Guatemalan artists were also there and joined the cause, starring in a spot that went viral. The spot was aired at the event for the fist time. Immediately the country began to discuss about their culture. Thousands of Guatemalans started to sign the petition on line asking Apple to change the name from "Marimba" to "Marimba of Guatemala". Synopsis Guatemala is one of the latinoamerican countries that invests the least in culture. This is reflected in the neglect and deterioration of some of its cultural buildings. In the year when congress was about to approve a new budget we found an opportunity in one of our greatest cultural icons: The Marimba.The marimba It is not just a native musical instrument of the country, it is also Guatemala's official national instrument and one of its patriotic symbols. But what the world doesn´t know is that every time an iPhone rings, you´re hearing the calling of Guatemala. Since 2007, "Marimba" it is also the sound and the name of the most famous ringtone in the world: the classic iPhone´s ringtone called "Marimba". But Guatemalans have always overlooked this. So, to raise awareness about the need for more resources for the culture, the Guatemalan Ministry of Culture launched a special request. Strategy The first target was the media and through them we try to reach and persuade the other targets: Guatemalan society, the public opinion and the political class. All the initiatives had to be carried out between April and September of 2016, since in that month the congress of Guatemala met to discuss the new budget. The campaign was to exert pressure on the public and parliamentarians should be exercised during this period to encourage them to increase the budget for culture. The plan was to start with a press conference by the authorities of the Ministry inviting all media to tell them the idea behind the campaign. Recognized artists representing all forms of culture: music, painting, literature, etc. to support the proposal would also be present on that day. That day the Minister of Culture would read the open letter from Guatemala to Apple, the spot for social networks Relevancy The campaign was able to influence the political agenda of the country. Contributed to change a behavior and a perception about the value of the culture in Guatemala. A creative strategy of public relations was implemented in a way that made that nobody in the country was indifferent to the proposal. So it was that, paradoxically, a low-budget campaign reached the objective of achieving a larger budget for the culture of the country. CampaignDescription In the year when Congress was about to approve a new budget, the Guatemalan Ministry of culture crafted an open letter to Apple asking them to add the country’s name to the name of its famous ringtone. The petition was to rename the "Marimba" ringtone as "Marimba of Guatemala". The initiative open the eyes and the ears of the Guatemalans about the fact that one of his national cultural icons is present all over the world in the life of millions of people. Outcome All Guatemalan media covered the campaign. iMarimba was a trending topic for 30 consecutive hours with 6.8 million earned media impressions and obtained what was wanted the most: The Congress approved the long sought Q12 million needed to finish constructing the Marimba institute. A building intended to preserve and disseminate the legacy of the instrument. Its construction has been paralyzed for a decade because of lack of funds. And also, The Ministry of Culture and Sports was assigned a new budget that exceeded last year’s budget by Q113.5 million. The campaign increase in very high percentages the mentions of marimba and Guatemalan culture in social networks. The value of being able to finish the construction of a building to preserve the teaching of the Guatemalan indigenous music is intangible and will be appreciated by all generations of Guatemalans. This increase will also help to rebuild other important buildings for the Guatemalan culture as the National Palace of Culture and improve the location of Guatemala in the ranking Latin American investment in culture.Finally, the calling of our culture was answered.Q = Quetzales (Guatemalan currency)