New Australia-land|海报/平面|广告营销案例【ADGuider广告指南】

新澳大利亚-土地

案例简介：为什么这项工作与PR相关？这场运动的目的是让人们和媒体谈论。我们的夏季羔羊活动一直是澳大利亚广告公司的一个广告超级碗，公众热切地等待着年度分期付款。十多年来，这些运动一直是新闻，引发争议，引起国际紧张局势，最重要的是，让人们谈论羔羊。今年的竞选活动也没有什么不同，好莱坞演员，总理和两家国家航空公司都在谈论这项运动，导致它在一个只有2400万人的国家赢得了超过3亿个媒体印象。所有这些都是在相对较小的媒体预算下完成的。背景澳大利亚羔羊一直致力于将人们聚集在一起。在过去的十年中，我们通过标志性的活动来促进人们在澳大利亚国庆日聚集在一起。这些运动已经成为一个机构，每年的分期付款都在热切期待中。但是，由于有关澳大利亚国庆日的辩论是在英国入侵澳大利亚的同一天，一支国家队在体育运动中作弊，并且无法保留总理，因此我们不得不找到一种新的方法来使人们团结起来，从而使羊肉成为 #1肉类今年夏天澳大利亚烧烤者的选择。描述创意 (投票20%) 澳大利亚羔羊一直致力于团结。因此，当澳大利亚遇到麻烦时，我们注意到新西兰比澳大利亚做得更好。他们的世界知名和富有魅力的总理Jacinda Ardern引领了道路。澳大利亚和新西兰有着长期的友好竞争，这主要是由于澳大利亚偷走了新西兰最好的东西-甜点，赛马和名人，再加上一些口音笑话和可疑的腋下板球事件，1981年很好地进行了。因此，我们决定将两国之间的友好竞争置于过去，并要求新西兰加入我们，建议我们团结起来创建一个新国家: 新澳大利亚。交换新西兰的一切，就像他们的总理一样，交换我们的澳大利亚总理羔羊-现在这是一项公平贸易协议。描述公关策略 (投票30%) 我们的目标受众是自豪的澳大利亚烧烤者，对他们来说，暗示澳大利亚与友好的竞争对手新西兰联合就像暗示墨西哥和美国合并一样。这种挑衅性的想法肯定会引起对话。由于最近的问题，澳大利亚面临的问题已经在网上引起了轰动，我们在竞选活动中引用了这些问题，鼓励人们谈论我们与新西兰合并以解决问题的提议。通过添加精心制作的对我们电影的引用，这些引用旨在获得媒体以及Jacinda Ardern和Russell Crowe等人的回应，为随后的压倒性反应奠定了基础。通过将我们希望人们回应的所有参考资料集中在一部电影中，我们确保了它获得了最大的覆盖范围，并且所有预期的人都看到了它。描述PR执行情况 (投票20%) 我们发布了2分钟的电影，显示澳大利亚政客在塔斯曼海与一些猕猴桃会面，并诱使他们加入我们; 提供我们的总理羔羊以换取他们的总理。在几天之内，我们得到了回应，Jacinda Ardern礼貌地拒绝了我们成为国家电视台新澳大利亚土地领导人的提议，而好莱坞a-lister Russell Crowe对他的客串做出了反应。在接下来的一周中，这个想法在新西兰旅游局，两国的国家航空公司和一家澳大利亚啤酒厂中进一步传播，这些品牌希望加入New Australia-land，谈论我们的竞选活动并传播Lamb的团结信息。在每个人都支持竞选活动的情况下，我们决定在塔斯曼海举办庆祝烧烤活动，邀请对竞选活动做出回应的关键人物参加活动，并为正在谈论这一活动的公众提供门票。列出结果 (投票30%) 必须至少包括以下两层: 第1层: 在这个只有2400万人口的国家，该运动得到了广泛的媒体报道，在1,191个媒体中进行了报道，获得了7,881,079的观点并获得了334,731,189的媒体印象。第3层: 到目前为止，我们增加了销售11%，活动的影响导致这一数字仍在上升。

新澳大利亚-土地

案例简介：Why is this work relevant for PR? This campaign was designed to get people, and the media talking. Our summer Lamb campaign has been Australian advertising’s one ad Super Bowl, with the public eagerly awaiting the annual instalment. For over a decade the campaigns have made the news, sparked controversy, caused international tensions and most importantly, got people talking about Lamb. This year’s campaign was no different, with a Hollywood actor, a Prime Minister and two national airlines talking about the campaign, leading to it earning over 300 million media impressions in a country of just 24 million people. All done with a relatively small media budget. Background Australian Lamb has always been about bringing people together. For the last decade, we’ve done this through iconic campaigns promoting people coming together on Australia Day. These campaigns have become an institution and the annual instalment is eagerly awaited. But with debate over Australia Day being on the same date Britain invaded Australia, a national team cheating at sport and an inability to keep a Prime Minister, we had to find a new way to get people to unite, thereby making Lamb the #1 meat choice for Aussie BBQers this summer. Describe the creative idea (20% of vote) Australian Lamb has always been about unity. So, when Australia was running into trouble, we noticed that New Zealand was doing ‘Australia’ better than Australia. Leading the way with their world-renowned and charismatic Prime Minister, Jacinda Ardern. Australia and New Zealand have a long-standing friendly rivalry, largely caused by Australia stealing New Zealand’s best stuff – desserts, racehorses and celebrities, plus a few accent jokes and a dubious underarm cricket incident in 1981 thrown in for good measure. So, we decided to put the friendly rivalry between our two nations in the past and asked New Zealand to join us, proposing that we unite to create a new country: New Australia-land. Exchanging everything great about New Zealand, like their Prime Minister, for our Australian Prime Lamb - now that’s a fair-trade agreement. Describe the PR strategy (30% of vote) Our target audience were proud Australian BBQers, and to them, suggesting that Australia unites with their friendly rival NZ was like suggesting that Mexico and the USA merge. This provocative thought was guaranteed to drum up a conversation. And with the recent issues, Australia had been facing already causing a stir online, us referencing these in our campaign incentivised people to talk about our proposal to merge with New Zealand in order to solve the issues. By adding in carefully crafted references to our film that were designed to get a response from the media plus people like Jacinda Ardern and Russell Crowe, the stage was set for the overwhelming response that followed. By centralising all the references we wanted people to respond to in a single film, we ensured it received maximum coverage and all the intended people saw it. Describe the PR execution (20% of vote) We released our 2-minute film showing Aussie politicians meeting some Kiwis in the Tasman Sea and enticing them to join us; offering up our prime Lamb in exchange for their Prime Minister. Within days we got a response, with Jacinda Ardern politely declined our offer to be the leader of New Australia-land on national TV & Hollywood A-lister Russell Crowe reacted to a cameo of him. In the following week, the idea spread further with Tourism New Zealand, the national airlines of both countries & an Australian brewery among the brands wanting to join New Australia-land, talking about our campaign & spreading Lamb’s message of unity. With everyone getting behind the campaign, we decided to host a celebration BBQ in the Tasman Sea, inviting key figures who had responded to the campaign to the event and offering up tickets for the general public who were talking about it. List the results (30% of vote) must include at least two of the following tiers: Tier 1: The campaign received widespread media coverage, featuring in 1,191 media outlets, receiving 7,881,079 views and earning 334,731,189 media impressions, in a country of just 24m people. Tier 3: So far, we increased sales 11%, with the impact of the campaign causing this number to be still rising.