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特奥会-凯文 · 德布劳内
案例简介:执行 体育英雄在社交媒体上得到了很多关注。我们利用这种关注将特奥会置于聚光灯下。这就是为什么我们创作了一幅有争议的肖像: 我们把比利时足球英雄凯文 · 德 · 布劳内的眼睛换成了比利时特别奥运选手克里斯托夫 · 斯瓦内珀埃尔的眼睛。我们让凯文在他的社交媒体频道上发布了这幅肖像,并提出了以下问题: “如果我长这样,你还会是粉丝吗? 12 小时后,当所有的目光都集中在我们身上时,凯文转发了这幅发人深省的肖像。这一次是特奥会宣称的。 结果 我们开始了成千上万人之间的对话。仅在 24 小时内,我们的第一篇文章就获得了 1.400 股和 150.000 多个赞。所有比利时新闻频道都报道了凯文非凡的社交媒体举动。国家广播电视和每一份全国性的大报纸都在网上和网上发表了我们的肖像。总的来说,付费媒体的零欧元创造了惊人的 400万欧元。我们的民族英雄的一篇发人深省的帖子,设法提高了人们的意识,打破了禁忌,给了成千上万的特殊奥林匹克运动员应有的关注。 战略 2014年特奥会在安特卫普 (比利时) 举行。与职业运动员相比,特奥会没有得到他们应得的关注。尽管他们做出了令人钦佩的努力,但他们在空荡荡的体育场里表演了他们一生中最重要的比赛,没有人群,没有注意力,什么都没有。我们的目标是提高对智力残疾运动员的认识。为了让体育场里充满欢呼的球迷,我们需要发起对话,打破关于智力残疾运动员的禁忌。我们将我们的竞选活动嵌套在这个想法中: “一场伟大的表演应该得到一个伟大的观众。“ 如果你真的努力训练了 8 年,成为温布尔登决赛选手,你会得到一个伟大的观众。嗯,如果你真的努力训练了 8 年,然后在游泳 50米上取得成功,你也应该得到一个伟大的观众。
特奥会-凯文 · 德布劳内
案例简介:Execution Sports heroes get a lot of attention on social media. We used this attention to put the Special Olympics in the spotlight. That’s why we created a controversial portrait: where we replaced the eyes of our Belgian football hero, Kevin de Bruyne with those of Christof Swaenepoel, a Belgian Special Olympian. We let Kevin post this portrait on his social media channels stating the following question: “Would you still be a fan if I looked like this?” 12 hours later, when all eyes were on us, Kevin reposted the thought-provoking portrait. This time it was claimed by the Special Olympics. Outcome We started a dialogue between thousands of people. Within 24 hours our first post alone got 1.400 shares and more than 150.000 likes. All Belgian news channels covered Kevin’s remarkable social media move. National radio & TV and every big national newspaper published our portrait, both on- and offline. All together, zero euros in paid media generated a stunning 4 million euros in earned media. One thought provoking post by our national hero, managed to raise awareness, break the taboo and give thousands of Special Olympians the attention they deserve. Strategy The Special Olympics of 2014 took place in Antwerp (Belgium). Compared to professional athletes, Special Olympians don’t get the attention they deserve. Despite of their admirable efforts, they perform the most important games of their lives in empty stadiums, there’s no crowd, no attention, nothing. Our goal was to raise awareness about athletes with intellectual disability. In order to fill stadiums with cheering fans, we need to initiate the conversation and break the taboo regarding athletes with intellectual disabilities. We nested our campaign in this idea: “A great performance deserves a great audience.” If you train really hard for 8 years and become a Wimbledon finalist, you get a great audience. Well, if you train really hard for 8 years and then succeed in swimming 50 meters, you also deserve a great audience.
Special Olympics - Kevin De Bruyne
案例简介:执行 体育英雄在社交媒体上得到了很多关注。我们利用这种关注将特奥会置于聚光灯下。这就是为什么我们创作了一幅有争议的肖像: 我们把比利时足球英雄凯文 · 德 · 布劳内的眼睛换成了比利时特别奥运选手克里斯托夫 · 斯瓦内珀埃尔的眼睛。我们让凯文在他的社交媒体频道上发布了这幅肖像,并提出了以下问题: “如果我长这样,你还会是粉丝吗? 12 小时后,当所有的目光都集中在我们身上时,凯文转发了这幅发人深省的肖像。这一次是特奥会宣称的。 结果 我们开始了成千上万人之间的对话。仅在 24 小时内,我们的第一篇文章就获得了 1.400 股和 150.000 多个赞。所有比利时新闻频道都报道了凯文非凡的社交媒体举动。国家广播电视和每一份全国性的大报纸都在网上和网上发表了我们的肖像。总的来说,付费媒体的零欧元创造了惊人的 400万欧元。我们的民族英雄的一篇发人深省的帖子,设法提高了人们的意识,打破了禁忌,给了成千上万的特殊奥林匹克运动员应有的关注。 战略 2014年特奥会在安特卫普 (比利时) 举行。与职业运动员相比,特奥会没有得到他们应得的关注。尽管他们做出了令人钦佩的努力,但他们在空荡荡的体育场里表演了他们一生中最重要的比赛,没有人群,没有注意力,什么都没有。我们的目标是提高对智力残疾运动员的认识。为了让体育场里充满欢呼的球迷,我们需要发起对话,打破关于智力残疾运动员的禁忌。我们将我们的竞选活动嵌套在这个想法中: “一场伟大的表演应该得到一个伟大的观众。“ 如果你真的努力训练了 8 年,成为温布尔登决赛选手,你会得到一个伟大的观众。嗯,如果你真的努力训练了 8 年,然后在游泳 50米上取得成功,你也应该得到一个伟大的观众。
Special Olympics - Kevin De Bruyne
案例简介:Execution Sports heroes get a lot of attention on social media. We used this attention to put the Special Olympics in the spotlight. That’s why we created a controversial portrait: where we replaced the eyes of our Belgian football hero, Kevin de Bruyne with those of Christof Swaenepoel, a Belgian Special Olympian. We let Kevin post this portrait on his social media channels stating the following question: “Would you still be a fan if I looked like this?” 12 hours later, when all eyes were on us, Kevin reposted the thought-provoking portrait. This time it was claimed by the Special Olympics. Outcome We started a dialogue between thousands of people. Within 24 hours our first post alone got 1.400 shares and more than 150.000 likes. All Belgian news channels covered Kevin’s remarkable social media move. National radio & TV and every big national newspaper published our portrait, both on- and offline. All together, zero euros in paid media generated a stunning 4 million euros in earned media. One thought provoking post by our national hero, managed to raise awareness, break the taboo and give thousands of Special Olympians the attention they deserve. Strategy The Special Olympics of 2014 took place in Antwerp (Belgium). Compared to professional athletes, Special Olympians don’t get the attention they deserve. Despite of their admirable efforts, they perform the most important games of their lives in empty stadiums, there’s no crowd, no attention, nothing. Our goal was to raise awareness about athletes with intellectual disability. In order to fill stadiums with cheering fans, we need to initiate the conversation and break the taboo regarding athletes with intellectual disabilities. We nested our campaign in this idea: “A great performance deserves a great audience.” If you train really hard for 8 years and become a Wimbledon finalist, you get a great audience. Well, if you train really hard for 8 years and then succeed in swimming 50 meters, you also deserve a great audience.
特奥会-凯文 · 德布劳内
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Special Olympics - Kevin De Bruyne
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基本信息
- 广告品牌: 特殊人奥林匹克
- 发布日期: 2000
- 行业领域: 公益慈善 , 公共事业
- 媒体类别: 短视频
- 广告语言: 英语
- 媒介平台: 网络
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获得奖项:
- Cannes Lions 2015 银奖 直效(Use of Social Audience in a Direct Marketing Campaign)
- Cannes Lions 2015 银奖 推广活动(Use of Social Platform(s) in a Promotional Campaign)
- Cannes Lions 2015 铜奖 网络(Content Placement (incl. Copy/Image/Audio/Video Placement))
- Cannes Lions 2015 入围 网络(Influencer/Celebrity/Blogger Outreach Program)
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