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统一纸
案例简介：结果和有效性 这项活动取得了成功，许多名人和个人发表了评论，产生了超过 220,000 的喜欢、分享和观点，占斯里兰卡 Facebook 用户的 15%。在新闻节目和四个主要日报的封面上进行了免费宣传。Ada Unity 报纸在出版当天的销售额增长了 20%，导致报纸售罄。 创意执行 客户是一个媒体品牌，媒体团队的角色至关重要，他们的工作是说服 Ada 把自己变成一家双语报纸。他们还促进了 Ada 的编辑和记者以及创意团队之间的想法分享，这样就可以为 “统一文件” 创建内容，这将有助于加强想法的信息。媒体团队还帮助其他媒体，如电视、户外和其他出版物，宣传报纸。 见解、战略和想法 2009 年，斯里兰卡残酷的 30 年内战终于结束。四年过去了，尽管取得了进展，但和解进程仍未完成。随着传统的新年即将到来，一个由相关社区庆祝的事件，大众市场日报 Ada, 希望我们找到一种方法，让它为和解进程做出贡献。 我们对挑战的解决方案是为 Ada 找到一种方法来帮助弥合两个说完全不同语言的社区之间的差距, 是通过创建斯里兰卡第一家双语报纸来联系他们。尽管斯里兰卡种族非常多样化，但该国从未有一份不止一种语言的报纸。我们相信，通过这样做，我们将让人们谈论与和解相关的问题，增加报纸的知名度，并促进销售。
统一纸
案例简介：Results and Effectiveness The campaign was a success with many celebrities and individuals commenting resulting in over 220,000 likes, shares and views, which adds up to 15% of all Sri Lankan Facebook users. Free publicity was given on news programmes and the front covers for four leading dailies. The Ada Unity Paper, on the day of publication, saw a 20% increase in sales which resulted in the paper being sold out. Creative Execution With the client being a media brand, the role of the media team was crucial and it was their job to convince Ada to turn itself into a bilingual newspaper. They also facilitated the sharing of ideas between editors and journalists of Ada and the creative team so content could be created for the 'Unity Paper' that would help strengthen the message of the idea. The media team also assisted in getting other media outlets like TV, outdoor and other publications to promote the newspaper. Insights, Strategy and the Idea In 2009, Sri Lanka’s brutal 30-year civil war finally came to an end. Four years on, and though progress had been made, the process of reconciliation was still not complete. With the traditional New Year coming up, the one event celebrated by both the communities involved, Ada, a mass-market daily newspaper, wanted us to find a way for it to contribute to the reconciliation process. Our solution to the challenge of finding a way for Ada to help bridge the gap between two communities who speak completely different languages, was to reach out to both of them by creating Sri Lanka’s first bilingual newspaper. Despite Sri Lanka being very ethnically diverse, the country had never had a newspaper that was in more than one language. We believed that by doing this we would get people talking about the issues related to reconciliation, increase the profile of the paper and boost sales.
UNITY PAPER
案例简介：结果和有效性 这项活动取得了成功，许多名人和个人发表了评论，产生了超过 220,000 的喜欢、分享和观点，占斯里兰卡 Facebook 用户的 15%。在新闻节目和四个主要日报的封面上进行了免费宣传。Ada Unity 报纸在出版当天的销售额增长了 20%，导致报纸售罄。 创意执行 客户是一个媒体品牌，媒体团队的角色至关重要，他们的工作是说服 Ada 把自己变成一家双语报纸。他们还促进了 Ada 的编辑和记者以及创意团队之间的想法分享，这样就可以为 “统一文件” 创建内容，这将有助于加强想法的信息。媒体团队还帮助其他媒体，如电视、户外和其他出版物，宣传报纸。 见解、战略和想法 2009 年，斯里兰卡残酷的 30 年内战终于结束。四年过去了，尽管取得了进展，但和解进程仍未完成。随着传统的新年即将到来，一个由相关社区庆祝的事件，大众市场日报 Ada, 希望我们找到一种方法，让它为和解进程做出贡献。 我们对挑战的解决方案是为 Ada 找到一种方法来帮助弥合两个说完全不同语言的社区之间的差距, 是通过创建斯里兰卡第一家双语报纸来联系他们。尽管斯里兰卡种族非常多样化，但该国从未有一份不止一种语言的报纸。我们相信，通过这样做，我们将让人们谈论与和解相关的问题，增加报纸的知名度，并促进销售。
UNITY PAPER
案例简介：Results and Effectiveness The campaign was a success with many celebrities and individuals commenting resulting in over 220,000 likes, shares and views, which adds up to 15% of all Sri Lankan Facebook users. Free publicity was given on news programmes and the front covers for four leading dailies. The Ada Unity Paper, on the day of publication, saw a 20% increase in sales which resulted in the paper being sold out. Creative Execution With the client being a media brand, the role of the media team was crucial and it was their job to convince Ada to turn itself into a bilingual newspaper. They also facilitated the sharing of ideas between editors and journalists of Ada and the creative team so content could be created for the 'Unity Paper' that would help strengthen the message of the idea. The media team also assisted in getting other media outlets like TV, outdoor and other publications to promote the newspaper. Insights, Strategy and the Idea In 2009, Sri Lanka’s brutal 30-year civil war finally came to an end. Four years on, and though progress had been made, the process of reconciliation was still not complete. With the traditional New Year coming up, the one event celebrated by both the communities involved, Ada, a mass-market daily newspaper, wanted us to find a way for it to contribute to the reconciliation process. Our solution to the challenge of finding a way for Ada to help bridge the gap between two communities who speak completely different languages, was to reach out to both of them by creating Sri Lanka’s first bilingual newspaper. Despite Sri Lanka being very ethnically diverse, the country had never had a newspaper that was in more than one language. We believed that by doing this we would get people talking about the issues related to reconciliation, increase the profile of the paper and boost sales.
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