Good job reaching for those greens|海报/平面|广告营销案例【ADGuider广告指南】

做好接触那些绿党的工作

案例简介：加州的蒙特利县被迫变得健康。或者至少更健康。一个集成的电视、数字、环境、印刷和运输活动推销羽衣甘蓝、足球、徒步旅行和健身房，并 disses 甜甜圈，同时它也是新成立的发起活动, 加州蒙特利非营利蒙太奇健康。这项工作是广告代理思想学院为新成立的客户提供的第一份工作。商业目标只是为新的健康协会创造意识，该协会提供健康保险、诊所和家庭护理、健康/健身中心，还包括该县最大的医院。然而，作为一个非营利组织，社区的目标同样重要，那就是改善该县的整体健康状况。蒙特利县最近被评为加州第 22 位最健康的县，该运动呼吁 “做得更好”。在黄金时段和功能编程期间，所有网络上出现三个电视频道: 30 s。作为一个序列，斑点发出健康挑战 (“插旗”)，同情人们需要做出的艰难选择 (“全在”)，并展示他们的进步, 还有一些挫折 (“我们得到了这个”)。每个人都在网上运行，还有第四个视频 (“新能源”)，聚焦于一个希望不会参加世界杯的足球。竞选口号是 “我们是蒙太奇健康”。我们得到了这个。” 此外，环境广告将出现在比赛和远足小径上，祝贺那些推动身体的人，以及农产品市场上，祝贺那些伸手去拿果岭的人。所有五份当地报纸的整页都强调了良好的食物和锻炼的必要性。出现在所有县线上的 busside 广告可能会让那些喜欢在旅途中吃甜甜圈的司机大吃一惊。

做好接触那些绿党的工作

案例简介：California’s Monterey County gets pushed to get healthy. Or at least, healthier. An integrated TV, digital, ambient, print and transit campaign touts kale, soccer, hiking and the gym—and disses donuts—while it also serves as the launch campaign for the newly formed, nonprofit Montage Health, Monterey, Calif. The work is advertising agency School of Thought’s first for the newly formed client. The business goal is simply to create awareness for the new health association, which offers health insurance, clinic and home care, wellness/fitness centers, and also includes the county’s largest hospital. As a non-profit, though, the community goal is equally important, and that is to improve the county’s overall health. Monterey county was recently named California’s 22nd healthiest, and the campaign comes as a call to “do better.” Three TV :30s appear on all networks during prime time and feature programming. As a sequence, the spots issue the health challenge (“Plant a Flag”), empathize with the hard choices people need to make (“All In”), and show their progress, as well as a few setbacks (“We Got This”). Each also runs online, along with a fourth video (“New Energy”) focusing on one soccer hopeful who will not be competing in the World Cup. The campaign tagline is “We are Montage Health. And we got this.” Additionally, ambient advertising will turn up at races and hiking trails, congratulating those who push their bodies, and at produce markets, congratulating those who reach for the greens. Full pages in all five local newspapers stress the need for a good food and exercise. And a busside ad appearing on all county lines may startle those drivers of a certain compact who enjoy a donut on the go.