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特洛伊木马瓶子
案例简介：结果和有效性: 食品银行已经为德国 50 万人提供了最基本的必需品。多亏了 “瓶子里的信息” 运动，未来会有更多的信息。回应: 许多关于地方和地区电视频道、广播、在线和印刷媒体的报道。结果是: 公众对 “瓶子里的信息” 运动的广泛认识，以及一个现在能够帮助更多需要帮助的人的食品银行。这个简单的环境媒体想法一点也不值! 创意执行: 传统的广告在这里不合适。这就是法兰克福食品银行使用存款瓶收集来传达信息的原因。在整个城市，它分发特别准备的瓶子，乍看起来像真正的存放瓶子。任何拿出这些 “瓶子里的信息” 并仔细观察的人都会看到，人们可以从澳大利亚众多的食品银行分销中心收到一个食品袋来换取瓶子法兰克福。德国食品银行的名字是 “Tafel”。所有的瓶子都标有 “Tafelwasser”，意思是 “饮用水” 和 “食物银行的水”。 见解、战略和想法: 德国有超过 500,000 人生活在贫困线以下，而且这个数字还在上升。他们中的许多人太尴尬了，不敢要求好处，或者根本不知道如何去做。因此，他们通过收集空瓶子和可退还的存款来筹集一点钱来满足他们最迫切的需求，这些空瓶子已经被不小心扔掉了。我们如何才能接近这些有需要的人，让他们意识到法兰克福食品银行提供的帮助，而不冒犯他们的骄傲和尊严？
特洛伊木马瓶子
案例简介：Results and Effectiveness: Half a million people in Germany are already being provided with the most basic necessities by the Food Banks. Thanks to the "message in a bottle" campaign, there will be even more in the future. The response: Many reports on local and regional TV channels, radio, online and in the printed press. The results: A wide public awareness of the “message in a bottle” campaign and a Food Bank that is now able to help even more people in need. And this simple ambient media idea didn't cost a single cent! Creative Execution: Conventional advertising is out of place here. This is why the Frankfurt Food Bank uses deposit bottle collection to convey its message. Throughout the city, it distributes specially prepared bottles, which at first glance look like real deposit bottles. Anyone who pulls out one of these “messages in a bottle” and looks closer will see that one can receive a food bag in exchange for the bottle from any of the numerous Food Bank distribution centres in Frankfurt. The German name for the Food Bank is “Tafel”. All bottles are labelled “Tafelwasser” which means “table water” as well as “water from the Food Bank”. Insights, Strategy and the Idea: More than 500,000 people in Germany are living below the poverty line – and that number is rising. Many of them are too embarrassed to claim benefits or simply don’t know how to go about it. So instead, they gather a little money to cover their most urgent needs by collecting empty bottles with refundable deposits that have been carelessly thrown away. How can we approach these people in need and make them aware of the help offered by the Frankfurt Food Bank without offending their pride and their human dignity?
Trojan Bottles
案例简介：结果和有效性: 食品银行已经为德国 50 万人提供了最基本的必需品。多亏了 “瓶子里的信息” 运动，未来会有更多的信息。回应: 许多关于地方和地区电视频道、广播、在线和印刷媒体的报道。结果是: 公众对 “瓶子里的信息” 运动的广泛认识，以及一个现在能够帮助更多需要帮助的人的食品银行。这个简单的环境媒体想法一点也不值! 创意执行: 传统的广告在这里不合适。这就是法兰克福食品银行使用存款瓶收集来传达信息的原因。在整个城市，它分发特别准备的瓶子，乍看起来像真正的存放瓶子。任何拿出这些 “瓶子里的信息” 并仔细观察的人都会看到，人们可以从澳大利亚众多的食品银行分销中心收到一个食品袋来换取瓶子法兰克福。德国食品银行的名字是 “Tafel”。所有的瓶子都标有 “Tafelwasser”，意思是 “饮用水” 和 “食物银行的水”。 见解、战略和想法: 德国有超过 500,000 人生活在贫困线以下，而且这个数字还在上升。他们中的许多人太尴尬了，不敢要求好处，或者根本不知道如何去做。因此，他们通过收集空瓶子和可退还的存款来筹集一点钱来满足他们最迫切的需求，这些空瓶子已经被不小心扔掉了。我们如何才能接近这些有需要的人，让他们意识到法兰克福食品银行提供的帮助，而不冒犯他们的骄傲和尊严？
Trojan Bottles
案例简介：Results and Effectiveness: Half a million people in Germany are already being provided with the most basic necessities by the Food Banks. Thanks to the "message in a bottle" campaign, there will be even more in the future. The response: Many reports on local and regional TV channels, radio, online and in the printed press. The results: A wide public awareness of the “message in a bottle” campaign and a Food Bank that is now able to help even more people in need. And this simple ambient media idea didn't cost a single cent! Creative Execution: Conventional advertising is out of place here. This is why the Frankfurt Food Bank uses deposit bottle collection to convey its message. Throughout the city, it distributes specially prepared bottles, which at first glance look like real deposit bottles. Anyone who pulls out one of these “messages in a bottle” and looks closer will see that one can receive a food bag in exchange for the bottle from any of the numerous Food Bank distribution centres in Frankfurt. The German name for the Food Bank is “Tafel”. All bottles are labelled “Tafelwasser” which means “table water” as well as “water from the Food Bank”. Insights, Strategy and the Idea: More than 500,000 people in Germany are living below the poverty line – and that number is rising. Many of them are too embarrassed to claim benefits or simply don’t know how to go about it. So instead, they gather a little money to cover their most urgent needs by collecting empty bottles with refundable deposits that have been carelessly thrown away. How can we approach these people in need and make them aware of the help offered by the Frankfurt Food Bank without offending their pride and their human dignity?
特洛伊木马瓶子
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Trojan Bottles
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