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来自大海的 Vac
案例简介：描述活动/条目: 通过收集垃圾桶塑料海洋造成的真空吸尘器的它，伊莱克斯进行超过 1.75亿人在塑料，增加销售经销的 300%。挑战: 每个人都知道真空吸尘器可以让你的家保持清洁。但可以吸尘器也让世界吧？当伊莱克斯推出新型真空吸尘器由 70% 可回收材料-绿色系列--他们想证明清洁家用可挂干净的世界。解决方案是在太平洋发现的 -- 虽然陆地上回收塑料短缺，但我们的海洋中有塑料碎片岛。伏的海塑料收集来自世界各大海洋。用它制造真空吸尘器。展览真空吸尘器。将绿色范围的收入捐赠给研究。环保组织以及伊莱克斯-CEO 的各部分的设计，销售以综合方式实现项目的工作。在 2012-2010年期间，来自海上的空舱正在十多个国家展出。的绿色系列收入捐赠的倡议 “伏的海洋” 的塑料月环流和 Algalita 研究组织，由太平洋垃圾场的发现者。 描述客户的简报: 提高对塑料问题的认识和 electrolux 从 70% 到 100% 回收真空吸尘器的目标。•将绿色真空吸尘器在欧洲的分布增加 50%。 结果: 欧洲绿色真空吸尘器分布增加: 300% (目标: 50%)。•达到: 1.752亿音调: 95% 积极。•搜索点击率-“海上 vac”: 1010万 (必应)，10 800 博客提及 (谷歌博客搜索) 兴趣加速: 三周内 0-300,000 谷歌点击率, 在发布的前 24 小时，每隔一分钟发布一条关于 VFTS 的推文。领先的目标媒体主动报道。例如。美国有线电视新闻网，有线，路透社报道，纽约时报，雅虎新闻、瑞典最大的 TT 通讯社报道，快公司，探索频道设计繁荣和独立。资料来源: Meltwater 意想不到的结果来自环境组织 holl Norge Rent (保持挪威清洁) 的奖项国际知名非政府组织/商业利益相关者已经联系伊莱克斯进行合作。•新伙伴关系在塑料行业。•说到可持续性的副总裁在如生命周期评估可持续设计，迈阿密。•VFTS-博客在所有全球 electrolux.com 上访问量最大的页面 (这里没有设定目标)。 执行: 来自世界各地的环保组织都在为概念真空吸尘器收集塑料，每个代表一个特定的海洋。该项目通过使用以下主要公关驱动元素不断传播: 公司网站/博客、社交媒体、离线公关、内部销售材料和展览。6月全球概念付诸实施的全球和地方两级多 30 伊莱克斯市场的主要媒体，如 CNN (美国)，SVT (瑞典国家电视台、有线 (英国)。介质接触的每个项目阶段。•数字平台创建 (海博客日 Vac/微博/Facebook 账户) • 利益攸关者请主动 • 发言人: 可持续性 7月 VP-CEO 写的第一篇博文《公关目标: 设计/商业/绿色/技术媒体在 VFTS-blog 上监控/回复客座作家的反应推特/脸谱: 可持续发展副总裁更新 8月塑料收集:6月至 8月-发射-集合地点如皮皮岛 (泰国) 、夏威夷 (美国) 、圣西尔滨海 (法国) 、赫尔海洋 (波兰) 、索特内斯 (瑞典)。9月推出 Vacs · Vac 生产/推出 Vacs 3 月全球竞赛 5 Gyres-green blogger 成为塑料研究探险的新成员。可能在商店里: 从绿色牧场捐赠给 Algalita/5 Gyres 的海洋收入的 Vac。除此之外: 2010年-2012 期间在消费者/行业论坛上举办的展览，如达芬奇国家博物馆 (米兰) 、国家海事博物馆 (斯德哥尔摩) 、柏林 IFA (欧洲最大的电子产品交易会)。PR-TOOLS 企业网站/博客: 任务都记录在社交媒体: VFTS 微博/Facebook 的物理/视觉信息载体: 物理 vacs/新闻发布/显卡/新闻稿/媒体警报: 发送本地/全球每个阶段 B2B-tool: 销售/店内电影给零售/分销商合作伙伴/大使收藏: 环境组织展览: 博物馆客作家/专家: 记者/VFTS 专家博客。伊莱克斯: 首席执行官写了第一篇 VFTS 博客文章。可持续发展副总裁的发言人/更新微博/Facebook。 情况: 关于回收的交流一直是关于你可以从塑料中得到什么，而不是塑料来自哪里。伊莱克斯将这个问题来克服这一挑战。挑战: 让真空吸尘器和回收吸引消费者和媒体不觉得真空吸尘器令人兴奋。没有一个主题像回收一样被淡化。说话啊Pportunity: 真空吸尘器，不管它们有多好，都不是谈话的开始。太平洋上的一个塑料岛是德克萨斯州的两倍。 战略: 回收真空吸尘器很有趣 -- 塑料岛制成的真空吸尘器是全球新闻。在一个透明的世界里，企业责任必须通过行动来证明，伊莱克斯创造了一个长期项目，而不是传统的运动。这个项目是用五个要素建造的; 塑料悖论 (陆地上的塑料赤字和海上的剩余)，收集塑料，生产真空, 展示它们，并将绿色系列销售的收入捐赠给研究。每一步都迎合了许多利益相关者群体，从环保人士到普通消费者。尽管 electrolux 公司网站上的一个博客记录了这一努力，但渠道策略是将故事交给其他人。这样做的程度如此之大，以至于写过这个项目的著名记者和专家后来成为博客的客座作家。此外，收集塑料的大使成为合作伙伴，在他们自己的渠道传播这个故事。
来自大海的 Vac
案例简介：Describe the campaign/entry: By collecting plastic trash from oceans and creating vacuum cleaners from it, Electrolux engaged over 175 million people in the plastic issue, and increased sales distribution by 300%. Challenge: Everybody knows that a vacuum cleaner keeps your home clean. But can vacuum cleaners also keep the world clean? When Electrolux launched a new line of vacuum cleaners made from 70% recycled material – the Green Range – they wanted to show that a cleaner home can be linked to a cleaner world. The solution was found in the Pacific Ocean – while there is a shortage of recycled plastic on land there are plastic debris islands in our oceans. Vac from the Sea – Collect plastic from the world’s oceans. Manufacture vacuum cleaners from it. Exhibit vacuum cleaners. Donate revenue from Green Range to research. Environmental organizations, together with all parts of Electrolux – from CEO to design to sales – worked in an integrated way to realize the project. The Vacs from the Sea are being displayed in over ten countries during 2010–2012. Part of Green Range revenue is donated through the initiative “Vac for the Sea” to plastic research organizations 5 Gyres and Algalita, headed by the discoverer of the Pacific Garbage Patch. Describe the brief from the client: • Raise awareness about the plastic issue and Electrolux’ goal of going from 70% to 100% recycled vacuum cleaners. • Increase distribution of Green Range vacuum cleaners in Europe by 50%. Results: • European Green Range vacuum cleaner distribution increase: 300% (Goal: 50%). • Reach: 175.2 million • Tonality: 95% positive. • Search hits – “vac from the sea”: 10.1 million (Bing), 10 800 blog mentions (Google blog search) • Interest acceleration: 0-300,000 Google-hits in three weeks, one Tweet about VFTS every other minute during launch’s first 24 hours • Leading target media reported on initiative. E.g. CNN, Wired, Reuters, New York Times, Yahoo News, Sweden’s largest news agency TT, Fast Company, The Discovery Channel, Design Boom and The Independent. Source: Meltwater Unexpected results • Award from environmental organization Håll Norge Rent (Keep Norway Clean) • International high profile NGOs/commercial stakeholders have contacted Electrolux for collaboration. • New partnerships in plastic industry. • Speaking opportunities for sustainability VP at e.g. Life Cycle Assessment Sustainable Design Conference, Miami. • VFTS-blog most visited page on all global electrolux.com (drive traffic here not set goal). Execution: Environmental organizations from all over the world were engaged in collecting plastic for concept vacuum cleaners, each representing a specific ocean. The project was continuously spread through using the following main PR-driving elements: corporate site/blog, social media, offline PR, internal sales material and exhibitions. June The global concept was implemented on both global and local levels in over 30 Electrolux markets to key media such as CNN (US), SVT (Swedish national television), Wired (UK). Media contacts were made for each project phase. • Digital platforms created (Vac from the Sea-blog/Twitter/Facebook-account) • Stakeholders invited to initiative • Spokesperson: Sustainability VP July • CEO writes first blog post • Targeted PR: Design/business/green/technology media • Reactions monitored/responded to guest writers on VFTS-blog • Twitter/Facebook: Sustainability VP updates August Plastic gathered: June-Aug • Mission launch •Collection sites e.g. Phi Phi Islands (Thailand), Hawaii (USA), St Cyr-sur-Mer (France), Hel Marine (Poland), Sotenäs (Sweden). September Unveiling Vacs •Vac production/unveiling the Vacs March Global competition with 5 Gyres – green blogger becomes new crew member on plastic research expedition. May In-store: Vac for the Sea – revenue from Green Range donated to Algalita/5 Gyres. Beyond: • Exhibitions during 2010–2012 in consumer/industry forums e.g. Da Vinci National Museum (Milano), National Maritime Museum (Stockholm), IFA Berlin (Europe’s largest electronics fair). PR-TOOLS Corporate site/blog: Mission chronicled here Social media: VFTS Twitter/Facebook Physical/visual message carriers: Physical vacs/Video News Release/graphics Press releases/media alerts: Sent locally/globally for each phase B2B-tool: Sales/in-store film to retail/distributors PARTNERS/AMBASSADORS Collections: Environmental organizations Exhibitions: Museums Guest writers/experts: Journalists/ experts on VFTS-blog. Electrolux: CEO writes first VFTS-blog post. Sustainability VP is spokesperson/updates Twitter/Facebook. The Situation: Communication around recycling has always been about what you can make from plastic, not about where the plastic comes from. Electrolux turned this question around to overcome this challenge. Challenge: Make vacuum cleaners and recycling engaging Consumers and media do not find vacuum cleaners exciting. And there is no subject which is as watered-down as recycling. Conversation opportunity: Vacuum cleaners, no matter how good they may be, are not conversation starters. A plastic island in the Pacific twice the size of Texas is. The Strategy: Recycled vacuum cleaners are interesting – vacuum cleaners made from plastic islands are global news. In a transparent world where corporate responsibility must be proven through action, Electrolux created a long-term project instead of a traditional campaign. The project was constructed using five elements; the plastic paradox (plastic deficit on land and surplus at sea), gathering plastic, producing the vacs, exhibiting them and donating revenue from Green Range sales to research. Each step catered to a number of stakeholder groups, from environmental activists to your average consumer. Although a blog on Electrolux’ corporate website documented the endeavour, the channel strategy was to put the story into the hands of others. This was done to such an extent that prominent journalists and experts who had written about the project later became guest writers the blog. Also, ambassadors who collected plastic became partners, spreading the story in their own channels.
Vac From The Sea
案例简介：描述活动/条目: 通过收集垃圾桶塑料海洋造成的真空吸尘器的它，伊莱克斯进行超过 1.75亿人在塑料，增加销售经销的 300%。挑战: 每个人都知道真空吸尘器可以让你的家保持清洁。但可以吸尘器也让世界吧？当伊莱克斯推出新型真空吸尘器由 70% 可回收材料-绿色系列--他们想证明清洁家用可挂干净的世界。解决方案是在太平洋发现的 -- 虽然陆地上回收塑料短缺，但我们的海洋中有塑料碎片岛。伏的海塑料收集来自世界各大海洋。用它制造真空吸尘器。展览真空吸尘器。将绿色范围的收入捐赠给研究。环保组织以及伊莱克斯-CEO 的各部分的设计，销售以综合方式实现项目的工作。在 2012-2010年期间，来自海上的空舱正在十多个国家展出。的绿色系列收入捐赠的倡议 “伏的海洋” 的塑料月环流和 Algalita 研究组织，由太平洋垃圾场的发现者。 描述客户的简报: 提高对塑料问题的认识和 electrolux 从 70% 到 100% 回收真空吸尘器的目标。•将绿色真空吸尘器在欧洲的分布增加 50%。 结果: 欧洲绿色真空吸尘器分布增加: 300% (目标: 50%)。•达到: 1.752亿音调: 95% 积极。•搜索点击率-“海上 vac”: 1010万 (必应)，10 800 博客提及 (谷歌博客搜索) 兴趣加速: 三周内 0-300,000 谷歌点击率, 在发布的前 24 小时，每隔一分钟发布一条关于 VFTS 的推文。领先的目标媒体主动报道。例如。美国有线电视新闻网，有线，路透社报道，纽约时报，雅虎新闻、瑞典最大的 TT 通讯社报道，快公司，探索频道设计繁荣和独立。资料来源: Meltwater 意想不到的结果来自环境组织 holl Norge Rent (保持挪威清洁) 的奖项国际知名非政府组织/商业利益相关者已经联系伊莱克斯进行合作。•新伙伴关系在塑料行业。•说到可持续性的副总裁在如生命周期评估可持续设计，迈阿密。•VFTS-博客在所有全球 electrolux.com 上访问量最大的页面 (这里没有设定目标)。 执行: 来自世界各地的环保组织都在为概念真空吸尘器收集塑料，每个代表一个特定的海洋。该项目通过使用以下主要公关驱动元素不断传播: 公司网站/博客、社交媒体、离线公关、内部销售材料和展览。6月全球概念付诸实施的全球和地方两级多 30 伊莱克斯市场的主要媒体，如 CNN (美国)，SVT (瑞典国家电视台、有线 (英国)。介质接触的每个项目阶段。•数字平台创建 (海博客日 Vac/微博/Facebook 账户) • 利益攸关者请主动 • 发言人: 可持续性 7月 VP-CEO 写的第一篇博文《公关目标: 设计/商业/绿色/技术媒体在 VFTS-blog 上监控/回复客座作家的反应推特/脸谱: 可持续发展副总裁更新 8月塑料收集:6月至 8月-发射-集合地点如皮皮岛 (泰国) 、夏威夷 (美国) 、圣西尔滨海 (法国) 、赫尔海洋 (波兰) 、索特内斯 (瑞典)。9月推出 Vacs · Vac 生产/推出 Vacs 3 月全球竞赛 5 Gyres-green blogger 成为塑料研究探险的新成员。可能在商店里: 从绿色牧场捐赠给 Algalita/5 Gyres 的海洋收入的 Vac。除此之外: 2010年-2012 期间在消费者/行业论坛上举办的展览，如达芬奇国家博物馆 (米兰) 、国家海事博物馆 (斯德哥尔摩) 、柏林 IFA (欧洲最大的电子产品交易会)。PR-TOOLS 企业网站/博客: 任务都记录在社交媒体: VFTS 微博/Facebook 的物理/视觉信息载体: 物理 vacs/新闻发布/显卡/新闻稿/媒体警报: 发送本地/全球每个阶段 B2B-tool: 销售/店内电影给零售/分销商合作伙伴/大使收藏: 环境组织展览: 博物馆客作家/专家: 记者/VFTS 专家博客。伊莱克斯: 首席执行官写了第一篇 VFTS 博客文章。可持续发展副总裁的发言人/更新微博/Facebook。 情况: 关于回收的交流一直是关于你可以从塑料中得到什么，而不是塑料来自哪里。伊莱克斯将这个问题来克服这一挑战。挑战: 让真空吸尘器和回收吸引消费者和媒体不觉得真空吸尘器令人兴奋。没有一个主题像回收一样被淡化。说话啊Pportunity: 真空吸尘器，不管它们有多好，都不是谈话的开始。太平洋上的一个塑料岛是德克萨斯州的两倍。 战略: 回收真空吸尘器很有趣 -- 塑料岛制成的真空吸尘器是全球新闻。在一个透明的世界里，企业责任必须通过行动来证明，伊莱克斯创造了一个长期项目，而不是传统的运动。这个项目是用五个要素建造的; 塑料悖论 (陆地上的塑料赤字和海上的剩余)，收集塑料，生产真空, 展示它们，并将绿色系列销售的收入捐赠给研究。每一步都迎合了许多利益相关者群体，从环保人士到普通消费者。尽管 electrolux 公司网站上的一个博客记录了这一努力，但渠道策略是将故事交给其他人。这样做的程度如此之大，以至于写过这个项目的著名记者和专家后来成为博客的客座作家。此外，收集塑料的大使成为合作伙伴，在他们自己的渠道传播这个故事。
Vac From The Sea
案例简介：Describe the campaign/entry: By collecting plastic trash from oceans and creating vacuum cleaners from it, Electrolux engaged over 175 million people in the plastic issue, and increased sales distribution by 300%. Challenge: Everybody knows that a vacuum cleaner keeps your home clean. But can vacuum cleaners also keep the world clean? When Electrolux launched a new line of vacuum cleaners made from 70% recycled material – the Green Range – they wanted to show that a cleaner home can be linked to a cleaner world. The solution was found in the Pacific Ocean – while there is a shortage of recycled plastic on land there are plastic debris islands in our oceans. Vac from the Sea – Collect plastic from the world’s oceans. Manufacture vacuum cleaners from it. Exhibit vacuum cleaners. Donate revenue from Green Range to research. Environmental organizations, together with all parts of Electrolux – from CEO to design to sales – worked in an integrated way to realize the project. The Vacs from the Sea are being displayed in over ten countries during 2010–2012. Part of Green Range revenue is donated through the initiative “Vac for the Sea” to plastic research organizations 5 Gyres and Algalita, headed by the discoverer of the Pacific Garbage Patch. Describe the brief from the client: • Raise awareness about the plastic issue and Electrolux’ goal of going from 70% to 100% recycled vacuum cleaners. • Increase distribution of Green Range vacuum cleaners in Europe by 50%. Results: • European Green Range vacuum cleaner distribution increase: 300% (Goal: 50%). • Reach: 175.2 million • Tonality: 95% positive. • Search hits – “vac from the sea”: 10.1 million (Bing), 10 800 blog mentions (Google blog search) • Interest acceleration: 0-300,000 Google-hits in three weeks, one Tweet about VFTS every other minute during launch’s first 24 hours • Leading target media reported on initiative. E.g. CNN, Wired, Reuters, New York Times, Yahoo News, Sweden’s largest news agency TT, Fast Company, The Discovery Channel, Design Boom and The Independent. Source: Meltwater Unexpected results • Award from environmental organization Håll Norge Rent (Keep Norway Clean) • International high profile NGOs/commercial stakeholders have contacted Electrolux for collaboration. • New partnerships in plastic industry. • Speaking opportunities for sustainability VP at e.g. Life Cycle Assessment Sustainable Design Conference, Miami. • VFTS-blog most visited page on all global electrolux.com (drive traffic here not set goal). Execution: Environmental organizations from all over the world were engaged in collecting plastic for concept vacuum cleaners, each representing a specific ocean. The project was continuously spread through using the following main PR-driving elements: corporate site/blog, social media, offline PR, internal sales material and exhibitions. June The global concept was implemented on both global and local levels in over 30 Electrolux markets to key media such as CNN (US), SVT (Swedish national television), Wired (UK). Media contacts were made for each project phase. • Digital platforms created (Vac from the Sea-blog/Twitter/Facebook-account) • Stakeholders invited to initiative • Spokesperson: Sustainability VP July • CEO writes first blog post • Targeted PR: Design/business/green/technology media • Reactions monitored/responded to guest writers on VFTS-blog • Twitter/Facebook: Sustainability VP updates August Plastic gathered: June-Aug • Mission launch •Collection sites e.g. Phi Phi Islands (Thailand), Hawaii (USA), St Cyr-sur-Mer (France), Hel Marine (Poland), Sotenäs (Sweden). September Unveiling Vacs •Vac production/unveiling the Vacs March Global competition with 5 Gyres – green blogger becomes new crew member on plastic research expedition. May In-store: Vac for the Sea – revenue from Green Range donated to Algalita/5 Gyres. Beyond: • Exhibitions during 2010–2012 in consumer/industry forums e.g. Da Vinci National Museum (Milano), National Maritime Museum (Stockholm), IFA Berlin (Europe’s largest electronics fair). PR-TOOLS Corporate site/blog: Mission chronicled here Social media: VFTS Twitter/Facebook Physical/visual message carriers: Physical vacs/Video News Release/graphics Press releases/media alerts: Sent locally/globally for each phase B2B-tool: Sales/in-store film to retail/distributors PARTNERS/AMBASSADORS Collections: Environmental organizations Exhibitions: Museums Guest writers/experts: Journalists/ experts on VFTS-blog. Electrolux: CEO writes first VFTS-blog post. Sustainability VP is spokesperson/updates Twitter/Facebook. The Situation: Communication around recycling has always been about what you can make from plastic, not about where the plastic comes from. Electrolux turned this question around to overcome this challenge. Challenge: Make vacuum cleaners and recycling engaging Consumers and media do not find vacuum cleaners exciting. And there is no subject which is as watered-down as recycling. Conversation opportunity: Vacuum cleaners, no matter how good they may be, are not conversation starters. A plastic island in the Pacific twice the size of Texas is. The Strategy: Recycled vacuum cleaners are interesting – vacuum cleaners made from plastic islands are global news. In a transparent world where corporate responsibility must be proven through action, Electrolux created a long-term project instead of a traditional campaign. The project was constructed using five elements; the plastic paradox (plastic deficit on land and surplus at sea), gathering plastic, producing the vacs, exhibiting them and donating revenue from Green Range sales to research. Each step catered to a number of stakeholder groups, from environmental activists to your average consumer. Although a blog on Electrolux’ corporate website documented the endeavour, the channel strategy was to put the story into the hands of others. This was done to such an extent that prominent journalists and experts who had written about the project later became guest writers the blog. Also, ambassadors who collected plastic became partners, spreading the story in their own channels.
来自大海的 Vac
暂无简介
Vac From The Sea
暂无简介
基本信息
- 广告战役： #伊莱克斯-推广与活动-ea32#
- 广告品牌： 伊莱克斯
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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