VERY GOOD MANNERS|短视频|广告营销案例【ADGuider广告指南】

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很有礼貌

案例简介：结果和有效性: 媒体预算只有 1000 欧元 (桌垫)，两个城市的 4 家餐馆开始了非常好的礼仪。在短短几个月内，这个想法产生了: -红十字会捐款增加 65%, -250 多个传统、数字和社交媒体出版物, -15,000,000 多名观众, -赚了媒体 800,000 + -16 个城市的 30 多家餐馆都非常有礼貌。随着波兰越来越多的餐馆志愿服务，红十字会计划在法国、德国、俄罗斯、西班牙和英国引入这一想法。创意执行: 媒体预算只有 1000 欧元，我们把精力集中在餐馆的沟通上，在餐馆里，这个想法是用简单的纸质桌垫传达的。当潜在的捐赠者考虑食物时，他们会在正确的地点和时间接触到他们。当顾客点餐时，等待的工作人员会把桌垫放在桌子上。所以每个顾客都有足够的时间做出捐赠的决定。新餐馆志愿者通过网站参与，并通过粉丝页面推荐食客，哪些餐馆应该与红十字会联系并鼓励参与。通过将慈善机构与餐桌礼仪交叉，我们毫不费力地进行捐赠，随着参与的餐馆数量的增加，非常好的礼仪可以接触到更多的潜在捐赠者。见解、战略和想法: 自 2001 以来，波兰红十字会一直在组织一次性筹款活动，为波兰 700 000 多名营养不良儿童购买热餐。这些传统方法 (付费短信、银行转账、钱罐) 会导致一次性捐赠，不会促进定期支持。我们的目标是鼓励人们定期支持红十字会，并为一次性筹款创造一个替代方案。我们引入了一种新的方法，在用餐后将餐具留在盘子里 -- 在参与的餐馆里，当顾客穿过他们的餐具时 (类似于红十字会的符号) 他们向员工发出他们想捐赠的信号。工作人员收集盘子，并在账单上增加 1.5 欧元。钱被餐馆转移到红十字会。这足以为一个孩子买一顿热饭。这个想法在餐馆里用纸垫传达。

很有礼貌

案例简介：Results and Effectiveness: With only 1000 EUR of media budget (table mats), Very Good Manners started in 4 restaurants in 2 cities. Within just a few months the idea resulted in: - 65% increase in donations for the Red Cross, - 250+ publications in traditional, digital and social media, - 15,000,000+ audience, - EUR 800,000+ in earned media - more than 30 restaurants in 16 cities joining Very Good Manners. As more restaurants in Poland are volunteering, the Red Cross is planning to introduce this idea in France, Germany, Russia, Spain and United Kingdom. Creative Execution: With a media budget of only 1000 EUR we focused our efforts on communication in restaurants where the idea was communicated using simple paper table mats. Potential donors are reached at the right place and at the right time - when they are thinking about food. The table mats are placed on the table by the waiting staff when customers order their meals. So each customer has enough time to make a decision to donate. New restaurants volunteer to participate through the website, and through the fan page diners recommend, which restaurants should the Red Cross contact and encourage to participate. By crossing charity with table manners, we made donating effortless and with the number of participating restaurants increasing, Very Good Manners can reach more potential donors. Insights, Strategy and the Idea: Since 2001, the Polish Red Cross has been organising one-off fundraising campaigns to buy hot meals for more than 700 000 malnourished children in Poland. These traditional methods (paid text messages, bank transfers, money tins) result in one-off donations and do not promote regular support. Our goal was to encourage people to support the Red Cross regularly and to create an alternative to one-off fundraisers. We introduced a new way of leaving cutlery on the plate after the meal - in participating restaurants when customers cross their cutlery (similar to the Red Cross symbol) they signal the staff that they would like to donate. The staff collects the plate and adds 1.5 EUR to the bill. The money is transferred by the restaurants to the Red Cross. This is enough to buy one hot meal for a child. The idea is communicated in restaurants using paper table mats.