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

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案例简介：描述活动/条目: 今年，艾滋病特别工作组的任务是让更多的人接受测试。1。早期发现可能意味着生与死的区别。了解你的状态对于不将病毒传染给他人至关重要。绝大多数以色列人没有接受艾滋病毒测试。我们所有的努力都是为了世界艾滋病日 1.12.10。我们与该国所有广播电台一起发起了一场公关活动，该活动有一个核心想法: 我们邀请所有广播电台的主持人现场进行艾滋病毒测试，并现场取得结果。“测试” 活动是一个开放的想法平台。主播利用这个平台让这场运动成为他们自己的运动。晚上，该活动包括 20 多小时的原创品牌内容。开放创意平台是公关、广告、媒体和内容之间的合作，目的是为了一个目标，以及一个信息: “接受测试”。结果: 与 2009年相比，艾滋病毒检测增加了一倍多。描述客户的简报: 将艾滋病毒检测数量增加 15%。把这个话题放回公共议程上。目标受众是 18 岁以上 (主要是年轻人)。很难直接接触到他们，因此重要的是采取突出的行动，让他们到达他们在场的地方，他们的听力水平很高。我们决定使用广播，因为年轻人与音乐联系紧密，广播在以色列是一种受欢迎的媒体。战略: 我们决定，使艾滋病毒检测问题合法化的最佳方式是与领先的舆论领袖 -- 顶级电台主持人合作，创建一个大型而有意义的公关活动。以色列的主要主持人将在广播期间进行现场测试，并现场获得结果 -- 这样他们将为所有年轻听众树立榜样，并能有所作为。我们在 1.12.10 世界艾滋病日与全国所有广播电台合作。我们创建了一个开放的平台 -- 一个主播可以使用并成为工作队大使的平台。我们为他们创建了开放平台，他们创建了内容、采访和项目。电台和主播觉得有责任向公众传达信息，在这个问题上展示他们的观点，并树立榜样 -- 而不是作为一场广告活动, 而是作为公关和内容活动。执行: 三周前-与所有车站经理会面，在项目中合作。一周前 -- 3 天前发给所有车站经理的草稿信 (文件 #1 + 2) -- 与主播对话，说服他们进行现场测试 -- 这是一个非常规的请求。前一天 -- 同意的船锚是由于清晨的空气。他们收到了一份包含要交流的信息的文件 (#3 + 4)。世界艾滋病日上午 -- 给媒体的公关信息 + 给主要健康编辑和记者的电话 (#5 + 6)。广播公告 (#8 + 9 和 CD 中的文件夹 4)。同意接受测试的锚是有影响力的。我们把它传播到不同的媒体渠道，发布了这个项目。转折点。更多的锚同意进行测试。30 多名领先的主播进行了现场测试。电视和互联网频道在突发新闻报道 (CD 中的文件夹 3) 上直播测试。情况: 工作队发现很难将这些信息传递给公众。人们没有来到测试中心，也没有意识到 30 分钟内给你结果的测试。70% 的以色列人口从未接受过艾滋病毒测试。随着新的医疗手段的出现，艾滋病已经成为一种慢性疾病，而不是晚期。这导致了听到艾滋病毒的危险后的自满和疲劳。目标受众对广告公司采取的 “可怕” 策略已经了解够了 -- 它是透明的。结果: 第二天 -- 自中央测试中心成立以来，第一次有一行人在中心门前伸展; 这对艾滋病特遣部队的人来说是一个非常不寻常的景象。创建了 20 多小时的原创品牌内容，包括项目,采访艾滋病工作队志愿者和首席执行官、医生等，以及主持人的个人音乐选择。主持人的个人例子促使听众采取行动: 2010年12月导致艾滋病特别工作组历史上最高的艾滋病毒检测率。与 2009年相比，这个数字增加了一倍多。

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案例简介：Describe the campaign/entry: This year, the Aids Task Force mission was to make more people to get tested. 1. Early discovery can mean the difference between life and death 2. Knowing your status is crucial in order not to pass the virus on to others. The vast majority of the Israeli population haven't taken a HIV test. All our efforts were aimed for World Aids Day, 1.12.10. Together with all radio stations in the country we created a PR campaign which had a core idea: We invited anchors from all radio stations to take HIV tests LIVE and get results LIVE. The "Get Tested" campaign was an open idea platform. Anchors used the platform to make the campaign their own. At evening the campaign included more than 20 hours of original branded content. The open idea platform was collaboration between PR, Advertising, Media and Content for one goal, and one message: "Get Tested". The results: HIV tests more than doubled compared to 2009. Describe the brief from the client: Increase the amount of HIV tests by 15%. Put the subject back on the public agenda. The target audience is 18+ (Young population mainly). It is difficult to reach them directly and therefore it is important to take prominent action that will reach them where they are present and their listening levels high. We decided to use radio as young people connect strongly with music and radio is a popular media in Israel. The Strategy: We decided that the best way to legitimize the HIV tests issue is to create a large and meaningful PR event in collaboration with leading public opinion leaders – top Radio anchors. The leading anchors in Israel will take tests LIVE during broadcast and get results LIVE – in that way they will set an example to all young listeners and can make the difference. We collaborated with all radio stations in the country on World Aids Day, 1.12.10. We created an open platform – a platform which the anchors can use and become the Task Force's ambassadors. We created the open platform for them and they created the content, the interviews and items. The stations and anchors felt the responsibility to get the message through to the public, to bring their angle on the issue and to set an example – not as an advertising campaign, but as a PR and content campaign. Execution: Three weeks before–meetings with all station managers to collaborate in the Project. Week before - draft letter sent to all stations managers (document #1+2) 3 days before–conversations with anchors to convince them to take LIVE tests – a non-conventional request. 1 day before - anchors that agreed were due to air early morning. They received a document containing the messages to communicate (#3+4). Morning of World Aids Day –PR message to media + calls to the main health editors and reporters (#5+6). Radio announcements (#8+9 and Folder 4 in CD). The anchors which agreed to take the test were impactful. We spread it to the different media channels, which published the item. The turning point. More anchors agreed to be tested. More than 30 leading anchors took the test LIVE. TV and Internet channels broadcast the tests LIVE on breaking news reports (Folder 3 in CD). The Situation: The Task Force found it difficult to pass these messages to the public. People were not coming to test centers and not aware of the test that gives you results in 30 min. 70% of the Israeli population haven't taken a HIV test ever. With new medical treatments available, the Aids epidemic has become a chronic disease and not terminal. This results in complacence and tiredness from hearing about the dangers of HIV. The target audience had enough of the "frightening" strategy adopted by advertising agencies – it is transparent to it. Results: The day after - for the first time since the founding of the Central Test Center, a line of people stretched in front of the center's doors; which was a very unusual sight for the Aids Task Force people.More than 20 hours of original branded content were created including items, interviews with Aids Task Force volunteers and CEO, doctors etc. and personal music choices by the anchors. The anchors' personal example pushed listeners into action: December 2010 resulted in the highest HIV test rates in the History of the Aids Task Force. The number more than DOUBLED compared to 2009.