4g4good|短视频|广告营销案例【ADGuider广告指南】

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4g4good

案例简介：观众该活动的受众既包括新客户，也包括现有客户。与观众的相关性来自消费者的洞察力，即移动计划中未使用的分钟、数据和 SMSes 被认为每个月都会浪费。作为一个社会，我们已经习惯了捐赠我们不使用的东西，比如衣服、书籍、玩具和家具，那么移动技术不也应该这样吗？客户简报或目标新加坡是世界上排名第二的国家。平均每个新加坡人都有 1.5 部手机，但与此同时，这个国家还有一些弱势群体仍然没有联网，造成了数字鸿沟。作为电信公司，StarHub 的首要承诺是连接人们。所以我们把它的 4g 服务变成了一个很好的平台，让用户能够连接弱势群体。想法是: 在电信领域，用户第一次被赋予了捐赠他们未使用和剩余数据的权力,分钟和 SMSes 去慈善机构 -- 而不是让他们每个月都去浪费。直接机制:-StarHub 不仅仅是捐款，而是呼吁客户做出回应和帮助。 -要选择参加该计划，所有客户需要做的就是通过短信回复我们的活动号码。执行我们推出了 4g 移动网络，而不仅仅是 4g 移动服务。在电信领域，客户第一次被赋予了捐赠未使用和剩余数据的权力和选择, 分钟和 SMSes 去慈善 -- 而不是让他们每个月都去浪费。所有客户需要做的是选择通过一个简单的短信。收集的数据、分钟和 SMSes 被编码成预付费 sim卡，并捐赠给慈善机构，包括亚洲妇女福利协会、脑性瘫痪联盟、身体残疾协会和视障协会。此外，我们发起了一项慈善运动，鼓励客户将他们用过的手机捐赠给我们通过的慈善机构，让弱势群体获得设备和连接能力。结果仅在第一个月，就有 7,000 多名客户响应了这项活动，并选择加入这项运动 -- 承诺总共有 720,000 分钟、 300万个 SMSes 和 9 tb 的 4g 数据。这意味着 500 天的通话时间，12 个月的在线视频学习 * 和 344 年的 SMSes *。(* 根据 Business Insider 每月发送 1080 个 SMSes 的平均中位数，以 726 p * * 的在线视频流。)) 概要电信公司 StarHub 希望推出第四代 (4g) 移动网络。这项技术被宣传为移动技术的未来，以至于被称为 LTE -- 移动技术的长期发展。考虑到 StarHub 的竞争对手更早推出了他们的 4g 网络，我们想让 StarHub 与众不同，并帮助它代表更多的东西。因为如果这项技术有可能改变世界，我们难道不应该改变我们看待它的方式吗？如果 4g 中的 G 不仅仅意味着另一代人呢？

4g4good

案例简介：Audience The audience for the campaign cuts across both new and existing customers. The relevance to the audience is drawn from the consumer insight that unused minutes, data and SMSes from mobile plans are perceived to be going to waste every month. And as a society, we are used to donating the things we do not use e.g clothes, books, toys and furniture, so shouldn't it be the same for mobile technology too? Client Brief Or Objective Singapore is ranked the second most connected country in the world. On average every Singaporean has 1.5 mobile phones, but yet at the same time there are underprivileged people in the country who still aren’t connected, creating a digital divide.As a telco, StarHub's first and foremost promise is to connect people. So we turned its 4G service into a 4Good platform and empowered subscribers to connect the disadvantaged.The Idea: For the first time in telecommunications, subscribers were given the power to donate their unused and leftover data, minutes and SMSes to charity – instead of letting them lapse and go to waste every month.The Direct Mechanics:- Instead of just making a donation, StarHub called on its customers to response and to help.- To opt in to the programme, all customers needed to do was reply to our campaign by SMS-ing to a campaign number. Execution Instead of just launching a 4G(eneration) mobile service, we launched a 4G(ood) mobile network. For the first time in telecommunications, customers were given the power and option to donate their unused and leftover data, minutes and SMSes to charity – instead of just letting them lapse and go to waste every month. All customers needed to do was opt in via a simple SMS. The data, minutes and SMSes collected were then encoded into prepaid SIM cards and donated to charities including Asian Women’s Welfare Association, Cerebral Palsy Alliance, Society for the Physically Disabled and Association of the Visually Handicapped. Also, we started a charity drive that encouraged customers to donate their used mobiles to our adopted charities, empowering the disadvantaged with both the devices and the connectivity. Outcome In just the first month alone, over seven thousand customers responsed to the the campaign and opted in to the movement – pledging over 720,000 minutes, 3 million SMSes and 9 terabytes worth of 4G data in total. This translates into 500 days worth of talktime, 12 months of online video learning* and 344 years of SMSes**. (*Based on streaming online videos at 1080p **Based on Business Insider’s median average of 726 SMSes sent per month.) Synopsis StarHub, a telco, wanted to launch its 4th generation (4G) mobile network. This technology is hyped to be the future of mobile, so much so that it is termed LTE – the long-term evolution of mobile tech. Considering StarHub's competitors launched their 4G networks earlier, we wanted to differentiate StarHub and help it stand for something more. Because if this technology has the potential to change the world, shouldn’t we change the way we look at it? What if the G in 4G meant more than just another generation?