INTEGRATION DAY|短视频|广告营销案例【ADGuider广告指南】

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整合日

案例简介：描述客户的简报这项运动的目标是充分利用世界唐氏综合症日，吸引公众关注唐氏综合症患者融入社会的重要性。特别是，我们的目标是由该国所有能够为他们提供工作机会的公司组成的。这是因为确保唐氏综合症患者更高水平的自给自足意味着确保一个更平静的未来，尤其是当他们达到一定年龄时, 可能没有一个亲戚能够帮助他们。创意执行因为最有效的交流方式是不说，但实际上做, 我们决定以自己的方式实现我们想要促进的那种整合的一个特殊但实质性的例子。因此，我们决定将我们的沟通集中在一天。我们绝对肯定，这将吸引足够的关注和反应，一方面让人们谈论它，另一方面让公司采取实质性行动。所以它做到了。描述简短/目标的创造性解决方案。 3月21日，在世界唐斯综合症日，一些最著名的国内和国际品牌 (Illy Coffee 、 Averna laceur 、 Cartasi 信用卡、丰田、帮宝适) 在电视上播出。在拍摄过程中，我们拍摄了替代场景，其中最初的演员被患有唐氏综合症的演员取代。这些替代版本出现 334 次。印刷活动也是如此 (Enel 、家乐福、丰田)。同样，3月21日，唐氏综合症患者出现在一些最著名的意大利电视节目中，取代了通常的明星。尽可能详细地描述结果。这次行动引起了所有国家媒体的注意，包括电视、报纸、杂志、收音机、社交媒体和博客，并在接下来的几天在全国范围内展开了辩论。我们创造了相当于 550 万英镑的覆盖面，我们达到了 1800 万人口，占意大利人口的三分之一。最重要的是，在沟通活动后的一周，有兴趣将唐氏综合症患者融入组织的公司对 CoorDown 的询问上升了 600%。

整合日

案例简介：Describe the brief from the client The goal of the campaign was to take full advantage of World Downs Syndrome Day to attract the attention of the public to the importance of integrating people with Downs Syndrome into society. In particular our target was made up of all those companies in the country that could offer them a job opportunity. This because ensuring people with Downs Syndrome a higher level of self-sufficiency would mean ensuring a more serene future especially when, once they reach a certain age, there might be no relative capable of helping them out. Creative Execution Since the most effective way to communicate something is to not say it, but actually do it, we decided to realise in our own way an exceptional though substantial example of the kind of integration we wanted to promote. Therefore we decided to focus our communication on one single day. We were absolutely positive it would attract enough attention and reaction to get people talking about it on the one hand and generate substantial action by companies on the other. And so it did. Describe the creative solution to the brief/objective. On the 21st of March, on World Downs Syndrome Day, alternative versions of the commercials of some of the most well-known national and international brands (Illy Coffee, Averna Liqueur, Cartasi Credit card, Toyota, Pampers) were broadcast on TV. During filming, we had shot alternative scenes in which the original actor was substituted by an actor with Downs Syndrome. These alternative versions appeared 334 times. The same happened with print campaigns (by Enel, Carrefour, Toyota). And in the same vein, on the 21st of March, people with Downs Syndrome appeared in some of the most famous Italian television programmes, replacing the usual stars. Describe the results in as much detail as possible. The operation attracted the attention of all the national media, including TV, newspapers, magazines, radios, social media and blogs and, on the following days it opened a debate all around the country. We generated the equivalent of nearly €5.5m worth of coverage and we reached around 18m people, a third of the Italian population. And, most important of all, in the week following the communication event, enquiries to CoorDown from companies interested in integrating people with Downs Syndrome into their organisations went up 600%.