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现实圣诞
案例简介：概要 2016年中东的冲突及其许多影响，如难民危机，在节日期间呈现出黯淡的前景。当阿勒颇的灾难性事件发生时，人道主义慈善机构世界医生组织 (DOTW)，其无畏的志愿者在整个地区提供重要的医疗援助, 需要以前所未有的全球受众为目标，在这个关键时刻提高认识和捐款。但最重要的是，对英国政府施加压力，要求建立医疗航空走廊。DOTW 以前没有重要的媒体形象，也没有大型医疗慈善机构的规模、网络、资源或声誉。但是我们的目标是利用这一点，用一个勇敢而新颖的创意来实现改变，以获得至少 2,000 个签名。 结果 总的来说，这些卡片有 17.8亿的在线印象，导致网站流量增加了 1853%，成为 152,468 “免费阿勒颇” 请愿签名的催化剂 (7,623% 高于我们的目标)，这是一个关键的 KPI, 加上捐款飙升至比我们最初的目标高出 336%,使 DOTW 志愿者能够继续在整个中东提供关键的医疗援助。尽管 DOTW 总部设在英国，但它在国际上取得了成功。美国有线电视新闻网、英国广播公司在线、时代杂志和国际商业时报的报道引起了全世界的巨大兴趣。更多的出版物涵盖了全球范围内的运动，包括美国、澳大利亚、以色列、印度尼西亚、荷兰、韩国、巴西、德国、马来西亚和南非，仅举几例。它甚至被宗教领袖所接受。随后，圣诞卡的订单越来越多，我们成功地将世界关注的问题传递给了英国政府。以这种规模参与品牌的人的价值是前所未有的。 战略 我们的媒体规划策略是在一个小的季节性窗口内实现最大的影响: 来临。专注于我们挑衅性的圣诞卡，作为我们的核心活动元素，围绕着印刷、广播、社交媒体和户外。我们的目标受众是国际、专业人士和退休人员，他们对人道主义问题感兴趣,以及媒体中第三部门支持者以外的中端市场和鼓励行动。但最重要的是，我们通过这一报道以及卡片本身，瞄准了政治家，在这个关键时刻施加压力。行动呼吁很简单: 购买卡片，通过这样做传播消息，并签署请愿书 -- 让阿勒颇危机脱颖而出。 活动描述 每年圣诞节，我们都会看到 “圣地” 的浪漫形象。一切看起来都很平静。然而今天，中东被战争蹂躏。对于世界上的慈善医生来说，我们用 # RealityXmas 突出了这一不方便的讽刺 -- 一套圣诞卡，旨在引发辩论、激起愤怒、获得请愿书签名和增加捐款。将传统的耶稣诞生场景 (节日的代名词) 与真正的 2016 编辑战争图像相结合，它们成为一套独特的、强大的视觉效果走向全球，获得了前所未有的回应。 执行 我们把卡片放在网上出售 -- 这样人们就可以购买它们，并自己传播信息。在购买时，人们可以选择签署请愿书，并根据持续的阿勒颇危机向政府施加压力。我们还用这些卡片写了数百条个人信息，以影响媒体 (克里斯蒂安 · 阿曼普尔、琼恩 · 雪诺)，以及政治家 (特里萨 · 梅、杰里米 · 科尔宾) 备受瞩目的人道主义者 (科菲·安南、安东尼奥 · 古特雷斯) 和宗教领袖 (坎特伯雷大主教)。在圣诞节和降临节的建设过程中，我们有一个创造最大影响的机会之窗。来签名和筹集资金。预算只有 3,101 英镑，我们从 2120 张卡片开始。但这些在 48 小时内就卖完了。我们进行了再投资，以产生额外的 2 次跑步来满足需求，以保持在到来期间的势头。 相关性 我们认为这项工作与媒体狮子相关，因为我们围绕一个意想不到的低预算印刷频道建立了一个高效、挑衅性的战略。我们开始这个项目的目标是获得 2,000 个请愿书签名，以迫使英国政府在阿勒颇上空开放医疗航空走廊。我们以惊人的 152,468 结束了这个项目。捐款比我们最初的目标高出 336%，美国有线电视新闻网和英国广播公司在线报道超过了其他报道。所有这些都来自一套简陋的 4 张视觉上引人注目的圣诞卡 -- 鞋绳预算只有 3,101 英镑。
现实圣诞
案例简介：Synopsis Conflict across the Middle East in 2016, and its many repercussions such as the refugee crises, had presented a bleak outlook going into the festive period. And, when the disastrous events of Aleppo unfolded, Humanitarian charity Doctors of The World (DOTW), whose fearless volunteers provide vital medical aid across the region, needed to target a global audience like never before, to raise awareness and donations at this critical time. But most importantly, apply pressure on the UK government to establish a medical air corridor. DOTW didn’t previously have a significant media profile, or the scale, network, resource or reputation of bigger medical charities. But we aimed to use this to our advantage, and bring about a change with a brave and novel creative idea to gain at least 2,000 signatures. Outcome Overall the cards had 1.78 billion online impressions, causing a 1853% increase in site traffic, acting as a catalyst for 152,468 ‘Free Aleppo’ petition signatures (7,623% above our objective), a key KPI, along with donations that soared at 336% above our initial target, enabling DOTW volunteers to continue to provide critical medical aid across the Middle East. Despite DOTW being UK based, it was an international success. Coverage on CNN news, BBC Online, Time magazine and International Business Times, spurred huge interest worldwide. Further publications covered the campaign globally, including the US, Australia, Israel, Indonesia, Netherlands, Korea, Brazil, Germany, Malaysia, and South Africa to name but a few. And it was even embraced by religious leaders. Subsequently, orders for Christmas cards rolled in, and we successfully delivered the concerns of the world to the UK government.The value of people engaging with the brand on this scale was unprecedented. Strategy Our media planning strategy was to achieve maximum impact within a small seasonal window: advent. Focusing on our provocative Christmas Cards as our core campaign element, surrounded by print, radio, social media and OOH.Our target audience – to ensure the message spread, and people signed the petition – were international, professionals and retirees, those interested in humanitarian issues, as well as the mid-market and encouraging action from beyond the usual third sector supporters in media. But most significantly, we targeted politicians through this coverage, and the cards themselves, to apply pressure at this critical time.The call to action was simple: purchase the cards and by doing so spread the word, and sign the petition – to bring the Aleppo crises to the fore. CampaignDescription Every Christmas, we see romanticised images of the ‘Holy Land’. Everything looks calm and peaceful. Yet today, the Middle East is ravaged by war. For charity Doctors of the World, we brought this inconvenient irony to the fore with #RealityXmas - a set of Christmas cards designed to spark debate, provoke outrage, get petition signatures and increase donations. Combining traditional nativity scenes, synonymous with the festive season, with genuine 2016 editorial war images, they become a set of unique, and powerful visuals went global, gaining an unprecedented response. Execution We put the cards for sale online – so people could purchase them, and spread the message themselves. And upon purchase people could opt to sign the petition and apply pressure to government in light of the ongoing Aleppo crisis. We also used the cards to write hundreds of personal messages to influences in media (Christiane Amanpur, Jon Snow), as well as politicians (Theresa May, Jeremy Corbyn) high-profile humanitarians (Kofi Annan, António Guterres) and religious leaders (The Archbishop of Canterbury). Over the course of the build up to Christmas and advent, we had a tight window of opportunity to create maximum impact. To drive signatures and raise funds. With a budget of just £3,101 we began with a small run of 2120 cards. But these sold out within 48 hours. We re-invested to produce an additional 2 runs to meet demand, to keep momentum going for the duration of advent. Relevancy We feel this work is relevant for Media Lions as we built a highly-effective, provocative strategy around an unexpected, low-budget print channel. We began this project with the objective of gaining 2,000 petition signatures to pressure the UK government into opening a medical air corridor over Aleppo. We ended the project with a staggering 152,468. With donations 336% above our initial target, and coverage on CNN Worldwide and BBC Online amongst others. All this from a humble set of 4, visually arresting Christmas cards – on a shoe-string budget of just £3,101.
Reality Xmas
案例简介：概要 2016年中东的冲突及其许多影响，如难民危机，在节日期间呈现出黯淡的前景。当阿勒颇的灾难性事件发生时，人道主义慈善机构世界医生组织 (DOTW)，其无畏的志愿者在整个地区提供重要的医疗援助, 需要以前所未有的全球受众为目标，在这个关键时刻提高认识和捐款。但最重要的是，对英国政府施加压力，要求建立医疗航空走廊。DOTW 以前没有重要的媒体形象，也没有大型医疗慈善机构的规模、网络、资源或声誉。但是我们的目标是利用这一点，用一个勇敢而新颖的创意来实现改变，以获得至少 2,000 个签名。 结果 总的来说，这些卡片有 17.8亿的在线印象，导致网站流量增加了 1853%，成为 152,468 “免费阿勒颇” 请愿签名的催化剂 (7,623% 高于我们的目标)，这是一个关键的 KPI, 加上捐款飙升至比我们最初的目标高出 336%,使 DOTW 志愿者能够继续在整个中东提供关键的医疗援助。尽管 DOTW 总部设在英国，但它在国际上取得了成功。美国有线电视新闻网、英国广播公司在线、时代杂志和国际商业时报的报道引起了全世界的巨大兴趣。更多的出版物涵盖了全球范围内的运动，包括美国、澳大利亚、以色列、印度尼西亚、荷兰、韩国、巴西、德国、马来西亚和南非，仅举几例。它甚至被宗教领袖所接受。随后，圣诞卡的订单越来越多，我们成功地将世界关注的问题传递给了英国政府。以这种规模参与品牌的人的价值是前所未有的。 战略 我们的媒体规划策略是在一个小的季节性窗口内实现最大的影响: 来临。专注于我们挑衅性的圣诞卡，作为我们的核心活动元素，围绕着印刷、广播、社交媒体和户外。我们的目标受众是国际、专业人士和退休人员，他们对人道主义问题感兴趣,以及媒体中第三部门支持者以外的中端市场和鼓励行动。但最重要的是，我们通过这一报道以及卡片本身，瞄准了政治家，在这个关键时刻施加压力。行动呼吁很简单: 购买卡片，通过这样做传播消息，并签署请愿书 -- 让阿勒颇危机脱颖而出。 活动描述 每年圣诞节，我们都会看到 “圣地” 的浪漫形象。一切看起来都很平静。然而今天，中东被战争蹂躏。对于世界上的慈善医生来说，我们用 # RealityXmas 突出了这一不方便的讽刺 -- 一套圣诞卡，旨在引发辩论、激起愤怒、获得请愿书签名和增加捐款。将传统的耶稣诞生场景 (节日的代名词) 与真正的 2016 编辑战争图像相结合，它们成为一套独特的、强大的视觉效果走向全球，获得了前所未有的回应。 执行 我们把卡片放在网上出售 -- 这样人们就可以购买它们，并自己传播信息。在购买时，人们可以选择签署请愿书，并根据持续的阿勒颇危机向政府施加压力。我们还用这些卡片写了数百条个人信息，以影响媒体 (克里斯蒂安 · 阿曼普尔、琼恩 · 雪诺)，以及政治家 (特里萨 · 梅、杰里米 · 科尔宾) 备受瞩目的人道主义者 (科菲·安南、安东尼奥 · 古特雷斯) 和宗教领袖 (坎特伯雷大主教)。在圣诞节和降临节的建设过程中，我们有一个创造最大影响的机会之窗。来签名和筹集资金。预算只有 3,101 英镑，我们从 2120 张卡片开始。但这些在 48 小时内就卖完了。我们进行了再投资，以产生额外的 2 次跑步来满足需求，以保持在到来期间的势头。 相关性 我们认为这项工作与媒体狮子相关，因为我们围绕一个意想不到的低预算印刷频道建立了一个高效、挑衅性的战略。我们开始这个项目的目标是获得 2,000 个请愿书签名，以迫使英国政府在阿勒颇上空开放医疗航空走廊。我们以惊人的 152,468 结束了这个项目。捐款比我们最初的目标高出 336%，美国有线电视新闻网和英国广播公司在线报道超过了其他报道。所有这些都来自一套简陋的 4 张视觉上引人注目的圣诞卡 -- 鞋绳预算只有 3,101 英镑。
Reality Xmas
案例简介：Synopsis Conflict across the Middle East in 2016, and its many repercussions such as the refugee crises, had presented a bleak outlook going into the festive period. And, when the disastrous events of Aleppo unfolded, Humanitarian charity Doctors of The World (DOTW), whose fearless volunteers provide vital medical aid across the region, needed to target a global audience like never before, to raise awareness and donations at this critical time. But most importantly, apply pressure on the UK government to establish a medical air corridor. DOTW didn’t previously have a significant media profile, or the scale, network, resource or reputation of bigger medical charities. But we aimed to use this to our advantage, and bring about a change with a brave and novel creative idea to gain at least 2,000 signatures. Outcome Overall the cards had 1.78 billion online impressions, causing a 1853% increase in site traffic, acting as a catalyst for 152,468 ‘Free Aleppo’ petition signatures (7,623% above our objective), a key KPI, along with donations that soared at 336% above our initial target, enabling DOTW volunteers to continue to provide critical medical aid across the Middle East. Despite DOTW being UK based, it was an international success. Coverage on CNN news, BBC Online, Time magazine and International Business Times, spurred huge interest worldwide. Further publications covered the campaign globally, including the US, Australia, Israel, Indonesia, Netherlands, Korea, Brazil, Germany, Malaysia, and South Africa to name but a few. And it was even embraced by religious leaders. Subsequently, orders for Christmas cards rolled in, and we successfully delivered the concerns of the world to the UK government.The value of people engaging with the brand on this scale was unprecedented. Strategy Our media planning strategy was to achieve maximum impact within a small seasonal window: advent. Focusing on our provocative Christmas Cards as our core campaign element, surrounded by print, radio, social media and OOH.Our target audience – to ensure the message spread, and people signed the petition – were international, professionals and retirees, those interested in humanitarian issues, as well as the mid-market and encouraging action from beyond the usual third sector supporters in media. But most significantly, we targeted politicians through this coverage, and the cards themselves, to apply pressure at this critical time.The call to action was simple: purchase the cards and by doing so spread the word, and sign the petition – to bring the Aleppo crises to the fore. CampaignDescription Every Christmas, we see romanticised images of the ‘Holy Land’. Everything looks calm and peaceful. Yet today, the Middle East is ravaged by war. For charity Doctors of the World, we brought this inconvenient irony to the fore with #RealityXmas - a set of Christmas cards designed to spark debate, provoke outrage, get petition signatures and increase donations. Combining traditional nativity scenes, synonymous with the festive season, with genuine 2016 editorial war images, they become a set of unique, and powerful visuals went global, gaining an unprecedented response. Execution We put the cards for sale online – so people could purchase them, and spread the message themselves. And upon purchase people could opt to sign the petition and apply pressure to government in light of the ongoing Aleppo crisis. We also used the cards to write hundreds of personal messages to influences in media (Christiane Amanpur, Jon Snow), as well as politicians (Theresa May, Jeremy Corbyn) high-profile humanitarians (Kofi Annan, António Guterres) and religious leaders (The Archbishop of Canterbury). Over the course of the build up to Christmas and advent, we had a tight window of opportunity to create maximum impact. To drive signatures and raise funds. With a budget of just £3,101 we began with a small run of 2120 cards. But these sold out within 48 hours. We re-invested to produce an additional 2 runs to meet demand, to keep momentum going for the duration of advent. Relevancy We feel this work is relevant for Media Lions as we built a highly-effective, provocative strategy around an unexpected, low-budget print channel. We began this project with the objective of gaining 2,000 petition signatures to pressure the UK government into opening a medical air corridor over Aleppo. We ended the project with a staggering 152,468. With donations 336% above our initial target, and coverage on CNN Worldwide and BBC Online amongst others. All this from a humble set of 4, visually arresting Christmas cards – on a shoe-string budget of just £3,101.
现实圣诞
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Reality Xmas
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基本信息
- 广告战役： #Doctors of the World-设计与品牌-73f7#
- 广告品牌： Doctors of the World
- 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
- 获得奖项：
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