Touch of Care India|海报/平面|广告营销案例【ADGuider广告指南】

关怀印度

案例简介：挑战的解释 (30% 的选票) 印度的每个人都知道维克斯。首先作为一小罐VapoRub进入市场，成为no.1咳嗽和感冒缓解品牌。这个品牌已经缓解了三代人的咳嗽和感冒，是 “家庭护理” 的同义词。几十年来，维克斯一直在交流中进行这种熟悉; 传递产品新闻，包裹在令人放心的温暖和熟悉的家庭生活中。到2016，新一代进步的印度父母出现了。与过去相比，他们童年的品牌现在是他们最不愿意选择的; 相反，在700多个可供选择的市场中，寻找看似更有效、更现代的品牌。在这些年轻消费者的带领下，对该品牌的情绪正在下降。 “品牌信任” 从同年的56% 高点跌至64% 低点。因此，经过多年的边际增长，维克斯开始失去市场份额。为了扭转这种衰退，该品牌不得不与新一代印度人重新联系 -- 他们对我们的熟悉程度现在已经成为我们最大的弱点。我们的目标是重新点燃他们对品牌的潜在感情。恢复维克斯作为文化偶像的地位 -- 这是现代家庭生活和未来几代人的有意义的一部分。洞察力/突破性思维 (30% 的选票) 75年的品牌资产不能 (也不应该) 被丢弃。相反，我们重新审视了 “家庭护理”。关心 (和寻求关心) 就是做人。护理是一种永恒而普遍的价值 -- 提供的护理维克斯保持不变。然而，家庭正在演变。家庭紧密而独特的纽带是印度社会的传统基石。一个基因库，一个名字，一个地方。然而，到2016年，现代印度社会的每一个转变都在挑战这个紧密的单位; 个人主义、城市化、婚前同居、单身、移民劳动力、开放同性恋等。家庭的本质正在改变。但我们的品牌没有。不再仅仅是家庭定义了你应该关心谁。相反，谁关心你 (以及你关心谁) 现在定义了你认为谁是家人。不仅仅是谁碰巧和你同姓。 “家庭是关心的地方。” 是最初的创意简报 (附后) 中的命题。这让维克斯在文化中扮演了明确的角色。从怀旧家庭温暖的被动象征到塑造和加强现代家庭纽带的积极凝聚力。仍然是 “家庭关怀” 的冠军，但倡导对家庭是什么包容的新信念。创意 (20% 的选票) 维克斯的创造性机会是庆祝关怀的力量，重新定义现代印度的家庭。这些不是我们能创造的故事。由护理定义的家庭已经存在，但未被承认。我们的角色只是帮助他们以尊重和诚实的态度讲述自己的故事，这表明我们相信每个人都应该得到一点关心。关怀的第一个故事探索了单身母亲高里和她的养女在逆境中挣扎的感人关系 -- 因为她是变性人。下一个是妮莎。一个讲述护理重要性的孤儿 -- 作为一个拥有13亿人口的国家每年仅有的42个有特殊需求的孤儿之一。这些不是广告，而是专门在社交媒体上发现和分享的品牌纪录片内容。 # TouchOfCare基金也是为了支持这些事业而启动的。结果/结果 (20% 的选票) (虽然听起来很夸张) 这个品牌再次成为一种文化力量。《关怀之触》的故事证明了这个平台在印度乃至其他地方都是非常热门和突出的。) 第一部电影获得了3700万的浏览量、1.16亿的印象，第二部电影获得了3140万的浏览量和2.436亿的跨渠道总体影响力。这两个故事都被全球媒体 (如美国有线电视新闻网、美国全国广播公司) 报道，产生了800万美元的公关总价值。这重新点燃了消费者与品牌的关系。 '信任' 从2016的56% 低点持续上升，达到74% 的新峰值。该品牌的增长率显著加速至19% 的同比销售增长，这一增长一直保持到目前为止。(之前的同比销售增长为4%)。渗透率显著增长，仅VaporRub变体就增加了超过6.5毫米的家庭。市场份额增长到49% 的新高。由于维克斯的增长速度比其他类别快5%。陪审团的文化/上下文信息 (150字) 高里故事 -- 在印度主流社会，对变性人的描绘一直是刻板的、粗鲁的，通常被用作大声的喜剧救济。在这部电影中，我们第一次在这个国家把她描绘成仅仅是一个母亲和人类。这部影片播放前一年印度最高法院的权利的承认第三性别。妮莎的故事 -- 虽然印度是一个现代国家，但社会仍然被陈旧的传统和信仰所困扰。因果报应和轮回的概念传播了这样一个信念 -- 生来残疾或生下残疾孩子的人正在偿还前世的业力债务。由于这已经根深蒂固了几代人，残疾人普遍被社会排斥。有特殊需要的孤儿受影响最大，很少有人收养这样的孩子。在过去一年里，只有42名特殊需要的孤儿被收养。

关怀印度

案例简介：The Interpretation of the Challenge (30% of vote ) Everyone in India knows Vicks. First entering the market as a little jar of VapoRub and becoming the no.1 cough and cold relief brand. Having soothed cough and colds for three generations, the brand is synonymous with ‘Family Care’. For decades Vicks traded on this familiarity in communications; delivering product news wrapped in reassuringly warm and familiar slices of family life. By 2016, a new generation of progressive Indian Parents had emerged. Defining themselves against the past, the brand of their childhood was now the last thing they’d choose; instead seeking seemingly more effective and contemporary brands, in a market of over 700 to choose from. Sentiment towards the brand was in decline, led by these younger consumers. ‘Brand Trust’ hit a low of 56% from a high of 64% that same year. Consequently after years of marginal growth, Vicks began losing market share. To reverse this decline, the brand had to reconnect with a new generation of Indians- whose deep familiarity with us had now become our biggest weakness. Our objective was to reignite their latent affection for the brand. To reinstate Vicks as a cultural icon- a meaningful part of modern family life and for generations to come. The Insight / Breakthrough Thinking (30% of vote ) 75 years of brand equity couldn’t (and shouldn’t) be discarded. Instead, we re-examined ‘Family Care’. To care (and to seek care) is to be human. Care is a timeless and universal value- and the care Vicks provided remained unchanged. Family however, was evolving. The tight and exclusive bond of family was the traditional bedrock of Indian society. One gene-pool, one name and in one place. However by 2016, every shift in modern Indian society was challenging this tightknit unit; individualism, urbanisation, pre-marital cohabitation, singles, migrant labour forces, open homosexuality etc. The essence of family was shifting. But our brand hadn’t. No longer did family alone define who you should care for. Instead conversely, who cares for you (and who you care for) now defines who you see as family. More-so than just who happens to share your surname. “Family is where the care is.” was the proposition from the original Creative Brief (attached). This now gave Vicks a clear role in culture. From being a passive symbol of nostalgic familial warmth to an active, cohesive force in shaping and reinforcing modern family bonds. Remaining the champion of ‘Family Care’ but advocating an inclusive new belief about what family is. The Creative Idea (20% of vote ) The creative opportunity for Vicks was to celebrate the power of care to redefine what family is in modern India. These weren’t stories we could create. Families defined by care already existed but were unacknowledged. Our role was simply to help them tell their own stories with respect and honesty - demonstrating our belief that everyone deserves a Touch of Care. The first story of care explored the touching relationship of single mother Gauri and her adopted daughter struggling in the face of adversity - because she is transgender. The next was that of Nisha. An orphan who tells of the importance of care - as one of only 42 special-needs orphans adopted each year in a country of 1.3 billion. These were not adverts, they were branded documentary content to be discovered and shared exclusively in social media. The #TouchOfCare fund was also launched to support these causes. The Outcome / Results (20% of vote) (Although it sounds hyperbolic) the brand once again became a cultural force. Touch of Care stories proved the platform was highly topical and salient across India (and beyond.) The first film gained 37 million views, 116 million impressions and the second 31.4 million views and 243.6 million overall reach across channels. Both stories were picked up by media outlets worldwide (e.g. CNN, NBC), generating a combined PR value of $8m. This reignited consumers’ relationship with the brand. ‘Trust’ consistently increased from a 2016 low of 56%, reaching a new peak of 74%. The brand’s growth rate accelerated significantly to 19% YOY sales growth which has been sustained to date. (vs. 4% YOY sales growth prior). Penetration grew significantly, adding over 6.5MM households for the VaporRub variant alone. Market share increased to a new high of 49%. As a result of Vicks growing 5% faster than the rest of the category. Cultural/Context Information for the Jury (150 words) Gauri story - In Indian mainstream society, the portrayal of transgender individuals has always been stereotyped, crude and typically used as loud comic relief. In this film, for the first time ever in the country, we portrayed her as simply a mother and human being. This film aired one year prior to the Indian Supreme Court’s recognition of the rights of the third gender. Nisha story - While India is a modern nation, society is still caught up in time-worn traditions and beliefs. The concept of karma and reincarnation, propagates one such belief – people who are born disabled or bear a disabled child are repaying a karmic debt from a previous lifetime. As this has been ingrained for generations, the disabled have been generally ostracised from society. Special-needs orphans are the most affected, with few people adopting such children. In the past year, only 42 special-needs orphans were adopted.