Surprise Selection|海报/平面|广告营销案例【ADGuider广告指南】

惊喜的选择

案例简介：活动描述什么会吸引足够的注意力来一次介绍、解释和建立游戏统一？如果我们让我们国家足球队的教练在官方选拔中突然说出 8 个完全未知的名字，即精神残疾运动员的名字，会怎么样？当国家媒体洗耳恭听时，我们向他们发表了讲话，这是国家足球队的正式选拔。他们总是在寻找新球员入选国家队的独家新闻。但他们没想到会这样。8 个不明姓名，属于 8 名精神残疾运动员 (特殊足球运动员)。8 名运动员将与我们的国家足球英雄进行统一的比赛。没有什么比召集特殊的足球运动员和全国最好的足球运动员一样更有力量的了。战略我们想联系比利时每一个没有媒体预算的体育爱好者。我们请求国家足球队的帮助。足球是最受欢迎的运动，足球运动员是国家英雄，有很多社交媒体追随者。我们没有要求他们捐钱，我们要求他们捐出他们的聚光灯: 我们劫持了国家队选拔的官方新闻发布会，我们组织了一场统一的比赛。这给了我们讲述我们故事的舞台，但也展示了它: 与特殊运动员和国家足球英雄的统一比赛在公众和媒体的广泛关注下进行。每个人都可以通过他们的眼睛看到和体验玩统一游戏的快乐。那时我们激活了他们在 playunified.be 注册。结果我们没有要求国家足球英雄捐钱，我们要求他们捐出他们的聚光灯。由于没有媒体预算，几乎没有自己的影响力，我们设法将聚光灯集中在游戏上，导致网站流量、巨大的新闻报道 (广播、电视、印刷、感谢我们的 8 个足球英雄,在赢得的媒体中，总覆盖面超过 3000万，近 200万欧元。此外，竞选活动为自己买单。由于这场运动，它获得了额外赞助，比成本高出 4,12 倍。但最重要的是，我们终于得到了国家体育联合会 (足球、保龄球、网球、羽毛球) 的关注。竞选结束后，他们的人数从 1 人增加到 10 人。我们的目标是在四年内增加 60% 个体育俱乐部的数量; 仅在六个月内，增长就已经 36%。此外，在半年内，特殊运动员的数量增加了 24% 或 3000。由于这些伙伴关系，我们改变了比利时的 # playunified 课程。现在，数百个俱乐部和数千名运动员将会发现团结一致比赛的乐趣，实现我们最重要的胜利: 通过一个团队比赛，通过体育运动创造社会包容。人们对有精神残疾的球员提出了全新的观点。执行 9月30日: 国家足球队选拔的官方新闻发布会。国家队教练马丁内斯向聚集在一起的比利时媒体宣读球员的名字。当选择结束时，他给球队增加了 8 名未宣布的未知球员，这让每个人都大吃一惊。在接下来的 3 天里，焦点集中在 Play Unified 上。# playunified 成为热门话题。10月3日，我们的国家足球运动员和特殊运动员之间的统一比赛在大量媒体和公众的关注下进行。从官方新闻发布会上，聚光灯集中在 # playunified 上，我们一直在那里。在比赛期间、赛前和赛后，我们得到了全国性报纸、大型电视期刊和广播电台的报道。# Playunified 是社交媒体上的热门话题，每个人都可以见证玩 Unified 的快乐。概要统一体育是由不同规则的各种体育运动组成的独立类别。有智力残疾和没有智力残疾的运动员在一个团队中一起比赛。胜利不仅意味着赢得比赛，还意味着精神残疾运动员通过体育获得社会包容。特奥会坚信通过体育实现社会融合和包容。通过在同一个团队中训练和比赛来增强相互尊重和理解。问题是什么？在比利时，“统一体育” 仍然是非常未知的。除了不为人知的问题之外，我们知道人和体育俱乐部害怕将患有精神残疾的运动员纳入训练或比赛。我们的特殊运动员没有机会体验统一的比赛。目标: 我们不仅需要通知人们玩统一游戏，还需要说服他们去玩他们的第一个统一游戏，不是出于同情，而是出于对游戏的相互热爱。相关性我们劫持了一个备受期待的新闻活动，将焦点放在了游戏统一上，这个概念在比利时是完全未知的。9月30日: 50 名记者准备参加比利时足球的官方新闻发布会上午。国家队教练马丁内斯读了球员的名字; 但是随后球队增加了 8 名未经宣布的未知球员。那些有精神残疾的运动员。结果？立即大规模的媒体和公众的关注，长达 4 天。推出 # playunified，达到 3000万，200万赢得媒体。更重要的是，对精神残疾运动员有一个全新的视角。

惊喜的选择

案例简介：CampaignDescription What would draw enough attention to introduce, explain and establish Play Unified in one go? What if we let the Coach of our National Soccer team call up unannounced 8 totally unknown names at the official selection, the names of athletes with a mental disability. We addressed the national press when they were all ears, at the official selection for the national soccer team. They are always looking for a scoop on new players being selected for the national team. But they weren’t expecting this. 8 unknown names belonging to 8 athletes with a mental disability (special football players). 8 Athletes who would play a unified game with our national football heroes. There’s no message more empowering than calling up special football players in the same breath as the best football players of the country. Strategy We wanted to reach every sports lover in Belgium with no media budget. We called in the help of our national soccer team. Football is the most popular sport and football players are national heroes, with a lot of social media followers. We didn’t ask them to donate money, we asked them to donate their spotlight: we hijacked the official press conference for the selection of the national team and we organised a Unified game. This gave us the stage to tell our story, but also to show it: the Unified game with special athletes and national football heroes was played under massive public and media attention. Everyone could see and experience the joy of Playing Unified through their eyes. That's when we activated them to sign up at playunified.be. Outcome We didn’t ask the national football heroes to donate money, we asked them to donate their spotlight. With no media budget and little owned reach, we managed to get and hold the spotlight on Play Unified, leading to a peek in site traffic, huge press coverage (radio, tv, print, online) and social media attention thanks to our 8 football heroes, leading to a total reach of more than 30 million and almost 2 million euro in earned media. Besides, the campaign paid for itself. It earned 4,12 times more than it costed thanks to extra sponsoring because of the campaign. But most importantly, we finally got the attention of national sports Federations (football, bowling, tennis, badminton). After the campaign their number raised from one to ten participating sports Federations. We had the goal to increase the number of sportclubs with 60% over four years; in only six months the increase is already 36%. Besides, in half a year, the number of special sporters raised with 24% or 3000 extra sporters. Thanks to these partnerships, we changed the course of #playunified in Belgium.Now, hundreds of clubs and thousands of athletes will discover the joy of Playing Unified, achieving our most important victory: creating social inclusion through sports by playing on one team. One press a whole new perspective on players with a mental disability. Execution September 30th: the official press conference for the selection of the national soccer team. National coach Martinez reads the names of the players to the gathered Belgian press. When the selection is over, he surprises everyone by adding unannounced 8 unknown players to the team. During the following 3 days, the spotlight is on Play Unified. #playunified becomes a hot topic. 3th of October, the Unified game between our national football players and special athletes takes place under massive media and public attention. From the official press conference, the spotlight was on #playunified, and we kept it there. During, before and after the game we got coverage in national newspapers, the big television journals and radio stations. #playunified was a hot topic on social media, and everyone could witness the joy of Playing Unified. Synopsis Unified sports is a separate category of various sports with different rules. Athletes with and without intellectual disabilities play together in one team. Victory does not only mean winning the game, but also the social inclusion of mental disabled players through sports. Special Olympics believes strongly in social integration and inclusion through sports. Enhancing mutual respect and understanding by training and playing on the same team. The problem? In Belgium “Unified Sports” is still very unknown. Next to the problem of being unknown, we knew that people and sports clubs are afraid to include athletes with a mental disability into a training or match. Our special athletes didn't get the chance to experience Play Unified. Objective: we not only needed to inform people about Play Unified, but also convince them to go and play their first unified game, not out of pity, but out of mutual love for the game. Relevancy We hijacked a much anticipated press event to put the spotlight on Play Unified, a concept totally unknown in Belgium. September 30th: 50 journalists are ready for the official press conference for the selection of the Belgian soccer team. National Coach Martinez reads the names of the players; but then adds unannounced 8 unknown players to the team. Those of athletes with a mental disability. Result? Immediate massive press and public attention, 4 days long. Launching #playunified with a reach of 30 million, and 2 million earned media. And importantly, a whole new perspective on athletes with a mental disability.