Unsuccessful Ticket Sampling|短视频|广告营销案例【ADGuider广告指南】

不成功的票证抽样

案例简介：执行 1月21日早上，几名在节目中表演的罗姆移民重新写下了他们的纸板标志，讲述了他们的表演，他们有免费的门票可以赠送。他们站在你期望找到他们的地方; 坐地铁，在杂货店外面，以及斯德哥尔摩许多其他最繁忙的地方。一整天，他们试图引起斯德哥尔摩人民的注意。数千人路过，无视这一信息。直到 12 小时后，一个人停下来读了这个标志 -- 最后两张票可以被赠送。全天的活动被隐藏的摄像头记录下来，并上传到 Facebook 上。概要民俗歌剧是斯德哥尔摩的一座歌剧院，以突出社会问题的主题而闻名。在他们的当代歌剧《上帝伪装》中，罗姆移民在舞台上表演，以说明我们社会中暴露的群体是如何被忽视的。罗姆移民是一个游牧民族。许多人来到瑞典，乞讨金钱，作为他们唯一的生存机会。但是即使在友好的瑞典，他们也是看不见的。歌剧《民俗歌剧》希望帮助罗姆移民变得引人注目。但是你如何宣传一部关于人们尽最大努力忽视的东西的歌剧呢？相关性通过简单地修改纸板信息，我们证明了我们的观点。这是一个一对一的活动，分两部分。第一部分在第二部分是不成功的。活动描述门票是免费赠送的 -- 我们要求在歌剧中表演的罗姆移民免费赠送门票。你现在可以读到他们会在节目中，他们有两张免费的票作为对看到信息的感谢，而不是他们纸板上通常的文字。不出所料，票证抽样不成功。在 10 个地点呆了 12 个小时后，只有 2 张票被赠送。然后我们在 Facebook 上发布了关于它的视频，突然每个人都知道了。无形的变得可见。结果这部歌剧成为民间歌剧史上最受关注的作品。1.02 亿媒体印象。创纪录的销售额: 84% 的门票以全奖售出。(2 个额外的节目)。甚至国王和王后也首次访问民俗，以表明他们对这项事业的支持。罗姆移民第一次出现在舞台上和媒体上。两个月后，瑞典决定延长对罗姆移民的经济援助。战略歌剧是一种衰落的艺术形式。一部歌剧在社交媒体平台上获得关注是非常罕见的。由于对罗姆移民的低兴趣和无知，我们需要做一些事情来提高人们的意识并开始对话。正如预期的那样，一对一的票证抽样起初没有成功。通常寻求文化的斯德哥尔摩人刚刚通过信息。直到关于它的视频发布在 Facebook 上。上传的视频让目标观众认识到自己的行为并对其提出质疑。我们给了他们第二次机会去看他们 -- 在民俗歌剧的舞台上。但这一次他们不得不支付门票。

不成功的票证抽样

案例简介：Execution On the morning of the 21st of January, several of the Romani migrants performing in the show re-wrote their cardboard signs to tell about their performance and that they had free tickets to give away. They stood where you would expect to find them; by the subway, outside the grocery store and on many other of Stockholm’s busiest locations.The whole day they tried to get the attention of the people of Stockholm. Thousands passed by and ignored the message. Not until 12 hours later, one person stopped and read the sign – finally 2 tickets could be given away. The full day activity was documented with hidden camera and uploaded on Facebook. Synopsis Folkoperan is an opera house in Stockholm famous for themes that highlight social issues. In their contemporary opera ”God Disguised” Romani migrants perform on stage to illustrate how exposed groups are ignored in our society. Romani migrants are a nomadic ethnic group. Many come to Sweden, to beg for money, as their only chance of survival. But even in friendly Sweden they are invisible.With the opera Folkoperan wanted to help Romani migrants become visible.But how do you promote an opera about something people do their best to ignore? Relevancy With a simple change of a cardboard message we proved our point. This was a one-to-one activity in 2 parts. The first part was meant to be unsuccessful to become successful in the second part. CampaignDescription The tickets were given away for free - We asked the Romani migrants performing in the opera to give away the tickets for free. Instead of the usual text on their cardboard, you could now read that they would be in the show and that they had 2 free tickets as a thank for seeing the message.As expected the ticket sampling was unsuccessful. After 12 hours on 10 locations, only 2 tickets were given away. Then we posted the video about it on Facebook and suddenly everyone knew about it. The invisible became visible. Outcome The opera became the most talked about in Folkoperan's history.102 million media impressions.Record sales: 84% of tickets sold at full prize. (2 extra shows). Even the King and the Queen made their first ever visit to Folkoperan, to show their support to the cause.The invisible became visible. Romani migrants were seen for the first time, on the stage, and in media. Two months later Sweden decided to extend their economic aid for the Romani migrants. Strategy Opera is an artform in decline. It's very rare that an opera gets attention on social media platsforms. Because of the low interest in and ignorance of the Romani migrants we needed to do something that would create a lot of awareness and start the conversation.The one-to-one ticket sampling was, as expected, at first unsuccessful. The usually culturally seeking people of Stockholm just passed by the message. Until the video about it was posted on Facebook.The uploaded video got the target audience to recognize their own behavior and question it. And we offered them a second chance to see them - on the stage of Folkoperan. But this time they had to pay for the tickets.