I HAVE ALREADY DIED|短视频|广告营销案例【ADGuider广告指南】

我已经死了

案例简介：描述客户的简报增加对荷兰 ALS 基金会 (也称为卢 · 格里克病或运动神经元病) 的捐款。ALS 是一种无法治愈的致命神经系统疾病，它会让你的肌肉逐个停止。患者平均在确诊后 3 年内死亡。这是愤世嫉俗的，但这是制药行业不投资寻找治愈方法的主要原因。所以急需钱。为了让人们意识到这种未知的疾病并增加给予的意愿，选择了对抗策略。参与的病人发表了竞选声明，这些声明在他们死后播出。创意执行为了让人们意识到这种未知的疾病，在没有任何预算的情况下渡过难关，提高捐赠意愿，选择了一种对抗策略: ALS 患者的竞选声明在他们死后播出。参与的患者解释了他们什么时候被诊断患有 ALS，这种疾病意味着什么，为什么急需钱。他们要求捐赠不是为了他们自己，因为他们已经去世，这是 ALS 是一种无情疾病的最终证据。描述简短/目标的创造性解决方案。患有 ALS 或卢 · 格里克病的患者发表了竞选声明，他们要求人们通过捐赠来加入对抗这种无情疾病的斗争。不是为他们自己，因为他们的竞选声明是在他们死后播出的。为了从一开始就把这场发人深省的运动放在正确的角度，它是在国家新闻上发起的。在这场运动中，各种媒体、电视节目、杂志和所有主要报纸都发表了关于这场运动的报道，参与者和他们的亲人担任大使。尽可能详细地描述结果。尽管荷兰 ALS 基金会根本没有竞选预算，而且依赖于免费广告空间，但捐款增加了 500%。对 ALS 的认识从 62% 上升到 81%。* 意愿从 27% 上升到 40% * * 市场研究，经过验证，荷兰普通观众，年龄 18 岁以上。随着运动的继续，预计将会有更多的资金用于科学研究，因为 9 名参与的患者都在与 ALS 的斗争中失败。

我已经死了

案例简介：Describe the brief from the client Increase donations to the ALS Foundation Netherlands (also known as Lou Gehrig’s disease or motor neuron disease). ALS is an incurable and deadly disease of the nervous system that makes your muscles stop one by one. On average patients die within 3 years of being diagnosed. It's cynical, but this is the main reason why the pharmaceutical industry does not invest in finding a cure. So money is desperately needed. To make people aware of this unknown disease and increase willingness to give, a confrontational strategy was chosen. Participating patients made campaign statements, which are aired after they have died. Creative Execution To make people aware of this unknown disease, cut through the clutter without any budget and raise willingness-to-give, a confrontational strategy was chosen: ALS patients whose campaign statements are aired after they have died. The participating patients explain when they were diagnosed with ALS , what the disease means and why money is so desperately needed. The fact that their request for a donation is not for themselves, because they have already passed away, is the ultimate proof that ALS is a merciless disease. Describe the creative solution to the brief/objective. Patients suffering from ALS or Lou Gehrig’s disease made campaign statements, in which they ask people to join the fight against this merciless disease by making a donation. Not for themselves, because their campaign statements are aired after they have died. To put this thought-provoking campaign into the right perspective from the start, it was launched on the national news. During the campaign, which ran in various media, TV shows, magazines and all major newspapers published reports on the campaign featuring participating patients and their loved ones as ambassadors. Describe the results in as much detail as possible. Although the ALS Foundation Netherlands has no campaign budget at all and depends on free ad space, donations rose 500%. •Awareness of ALS rose from 62% to 81%.* •Willingness-to-give rose from 27% to 40% * * Market Research, validated, Dutch general audience, age 18+. More money for scientific research can be expected as the campaign continues, as each of the 9 participating patients loses the fight against ALS.