The Annoying Lump|海报/平面|广告营销案例【ADGuider广告指南】

恼人的肿块

案例简介：活动描述乳腺癌的十年存活率是 92%，当它被乳房 x光检查发现时。然而，30% 的合格女性忽略了得到一个。如果有一个肿块藏在他们的乳房里，忽略它只是让它变得越来越大，也越来越有攻击性。我们决定通过创建一个恼人的肿块来证明这一点，这个肿块跟踪了互联网上的女性，当她们忽略它时，它会变得更大、更有侵略性。执行没有什么比重新定位横幅更烦人的了 -- 在网上看一双鞋，他们会到处跟着你。幸运的是，“烦恼” 正是我们想要的。对于乳腺癌意识月，我们创建了一个小肿块，出现在重新定位的横幅上。肿块传递了一个简单的信息: “通过预订乳房 x光检查来摆脱我。“ 一些妇女注意到并预订了乳房 x光检查。但是很多人没有。所以这个肿块坚持在网上到处跟踪他们，每次他们看到它都会变得更大、更有侵略性。它出现在他们的浏览器、 Facebook 、手机甚至 YouTube 上。摆脱它的唯一方法是点击并预订乳房 x光照片。结果我们简单横幅活动的点击率比行业标准高出十四倍。今年登记乳房 x光检查的女性比以往任何时候都多，2016年10月成为新西兰乳腺癌基金会有史以来最成功的乳房 x光检查。简要解释战略我们的目标受众是乳房 x光检查合格的女性 (35-50)。年龄较大 (50 岁以上) 并且以前做过乳房 x光检查的女性更有可能再次预订, 所以最有效的方法是说服女性不要推迟第一次乳房 x光检查。这个目标每天在屏幕上花费 9 个多小时，使得在所有平台上重新定位横幅成为接触他们的最理想方式。我们用重新定位的横幅来展现乳腺癌真正发生的事情 -- 如果你不采取行动，癌症会变得更大、更致命。它惩罚惰性，提醒妇女采取行动的重要性。利用社交媒体上的横幅促使女性与朋友分享肿块，扩大了活动的范围，并作为个人行动的推动。 BriefWithProjectedOutcomes 新西兰没有关于医疗保健/RX/制药通信的限制或法规概要乳腺癌的十年存活率是 92%，当它被乳房 x光检查发现时。然而，30% 的合格女性忽略了得到一个。这使得乳房 x光检查成为新西兰乳腺癌基金会最大的任务之一，其目标是大幅增加每年接受乳房 x光检查的女性数量。

恼人的肿块

案例简介：CampaignDescription The ten-year survival rate for Breast Cancer is 92%, when it’s detected by a mammogram. However, 30% of eligible women ignore getting one. And if there is a lump hiding in their breast, ignoring it just leaves it to get bigger and bigger, as well as more aggressive.We decided to demonstrate this by creating an annoying lump that followed women around the internet, getting bigger and more aggressive when they ignored it. Execution There’s nothing more annoying online than retargeting banners - view a pair of shoes online, and they’ll follow you everywhere. Luckily, ‘annoying’ was exactly what we wanted to be. For Breast Cancer awareness month, we created a small lump that appeared in retargeting banners. The lump carried a simple message: “Get rid of me by booking a mammogram.” Some women took notice and booked a mammogram. But many didn’t.So the lump persisted by following them everywhere online, getting bigger and more aggressive each time they saw it. It appeared throughout their browsers, on Facebook, mobile and even on YouTube.The only way to get rid of it, was to click and book a mammogram. Outcome Our click through rate for a simple banner campaign was fourteen times higher than industry standards. This year more women booked a mammogram than ever before, and October 2016 became New Zealand Breast Cancer Foundation’s most successful mammogram drive ever. BriefExplanation Strategy Our target audience were women on the cusp of mammogram eligibility (35-50). Women who are older (50+) and have had mammograms before are much more likely to book in again, so the most effective thing to do is to convince women not to delay getting their first mammogram. This target spend more than 9 hours a day on screens, making retargeting banners across all platforms the most ideal way to reach them. We used the retargeting banners to bring to life what really happens with breast cancer – if you don’t take action, the cancer gets bigger and more deadly. It punished inertia, reminding women of the importance of taking action.Utilising banners on social media prompted women to share The Lump with friends, broadening the reach of the campaign and acting as a personal nudge to action. BriefWithProjectedOutcomes No restrictions or regulations regarding Healthcare/RX/Pharma communications in New Zealand Synopsis The ten-year survival rate for Breast Cancer is 92%, when it’s detected by a mammogram. However, 30% of eligible women ignore getting one. This makes mammogram awareness one of the biggest tasks for New Zealand Breast Cancer Foundation, with their objectives to dramatically increase the amount of women getting their annual mammogram.