Call Brussels|短视频|广告营销案例【ADGuider广告指南】

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打电话给布鲁塞尔

案例简介：执行从 1月7日到 1月11日，我们在布鲁塞尔放置了不同的带有集成电话的广告牌: 一个在艺术山，一个在弗拉菲广场, 还有一个在莫伦贝克的地方社区 (一些巴黎袭击者住在那里，包括萨拉赫 · 阿卜德斯拉姆)。在欧洲各地的旅游网站上发起了一场银行活动。从国外的网站上，人们可以选择一个广告牌，拨打免费电话，向布鲁塞尔的人们诚实地回答这个城市的生活到底是什么样的。通过 livestreams，人们可以看到接电话的人以及周围地区。概要然而… 有些事情已经改变了。这场运动是在 2016年3月22日布鲁塞尔爆炸案发生前两个月进行的。布鲁塞尔决定继续分享这一点，作为反对恐怖主义的象征，因为我们永远不会放弃开放和宽容的价值观。活动描述这个想法是为了在布鲁塞尔的人和比利时以外的人之间建立联系。我们给了布鲁塞尔人表达自己的机会，告诉他们布鲁塞尔的生活是什么样的。潜在的游客有机会获得与城市相关的任何问题的未经过滤的答案。布鲁塞尔的人们可能会拿起电话，通过给出他们的观点来纠正对他们城市的误解。结果在 5 天内，从 12,688 个国家打了 154 个电话。标签 # CallBrussels 在世界各地都被使用。这项运动被媒体和社交媒体大量传播 (超过 3280万个印象)，并得到了《华盛顿邮报》的测试和批准。在今天的背景下，这部电影成为了反对恐怖主义的声明。反对对我们价值观的攻击。反对对我们自由的攻击。相关性 2015年11月，布鲁塞尔与巴黎的恐怖袭击有关联后，国际媒体将布鲁塞尔描绘成 “恐怖主义之都”，许多游客取消了他们的旅行。布鲁塞尔旅游局想改变这种负面看法。我们激活了当地人，告诉他们当时城市的生活是如何的。战略我们在欧洲的旅游网站上用横幅瞄准潜在游客，邀请他们免费打电话给布鲁塞尔，询问布鲁塞尔的当地人生活到底如何。准确描述一个城市的样子和提升它的品质的最好的人是当地人。布鲁塞尔的生活怎么样？问问布鲁塞尔的人。

打电话给布鲁塞尔

案例简介：Execution From 7 January to 11 January, we placed different billboards with integrated phones in Brussels: one at the Mont des Arts, one at Place Flagey, and one at the Place Communale in Molenbeek (where some of the Paris attackers lived, including Salah Abdeslam). A bannering campaign was launched on travel websites all over Europe. From a website people from abroad could choose one of the billboards and make free calls to ask people in Brussels an honest answer about what life was really like in the city. Via livestreams people could view the person answering the phone as well as the surrounding area. Synopsis However… something has changed.This campaign was made 2 months before the Brussels bombings on the 22nd of March 2016. visit.brussels decided to keep sharing this as a symbol against terrorism, because we will never give up our values of openness and tolerance. Campaign Description The idea was to create a connection between people in Brussels and the people outside of Belgium. We gave people in Brussels the chance to express themselves and tell what life is really like in Brussels. Potential visitors had an opportunity to get unfiltered answers to any question related to the city. People from Brussels might pick up the phone and could rectify misconceptions about their city by giving their point of view. Outcome In 5 days, 12,688 phone calls were made from 154 countries. The hashtag #CallBrussels was used all over the world. The campaign was massively spread by the press and social media (more than 32.8 million impressions) and was tested -and approved- by The Washington Post.In todays context, the movie became a statement against terrorism. Against the attacks on our values. Against the attack on our freedom. Relevancy In November 2015, after Brussels was linked to the terrorist attacks in Paris, the international media portrayed Brussels as ‘the capital of terrorism’ and many tourists cancelled their trip. visit.brussels, the Brussels tourism board, wanted to change this negative perception. We activated locals to tell LIVE how life really was in the city at that time. Strategy We targeted potential visitors with banners on travel websites in Europe, inviting them to call Brussels for free and ask locals in Brussels how life really is. The best people to accurately describe what a city is like and promote its qualities are the locals. How is life in Brussels? Ask someone in Brussels.