WIMPY BRAILLE BURGER|短视频|广告营销案例【ADGuider广告指南】

懦弱的盲文汉堡

案例简介：描述活动/条目 Wimpy 想让视障人士知道他们在所有餐馆都提供盲文菜单。为了传播这个词，我们制作了盲人可以阅读的盲文汉堡。在熟练厨师的帮助下，我们把芝麻小心翼翼地放在汉堡面包上，这样种子就形成了盲文。然后，我们把盲文汉堡送到了南非最大的三家盲人机构。这三家公司可以接触到生活在南非的 200,000 名视障人士中的大多数。这些公司的视障员工非常喜欢盲文汉堡，这促使他们将盲文菜单的信息传递给他们庞大的视障人群网络, 通过他们的时事通讯和屏幕阅读器电子邮件。懦弱的布莱叶汉堡项目已经迅速进入全球市场，并获得了大量公众支持。描述客户的简报视力受损的人很难生活在一个为视力受损的人建立的世界里。这就是为什么 Wimpy 打印盲文菜单。目标是让南非 1,200,000 视力受损的人享受完整的用餐体验，让他们知道 Wimpy 在他们所有的餐馆都提供盲文菜单; 上传视频是为了在网上引发野火,吸引媒体，并围绕生活在一个为有视力的人建立的世界中的挑战建立意识; 增加所有南非人，尤其是盲人社区的品牌亲和力。结果通过只制作 15 个盲文汉堡，我们的信息被传递给了 800,000 多名视觉障碍的南非人，告诉他们 Wimpy 在所有餐馆都有盲文菜单。在这样做的过程中，我们不仅增加了 visually 视障人士的脚步，还在所有南非人中建立了我们的品牌亲和力。这项运动被 100 多家当地报纸、网站和广播电台报道和谈论。从那里，国际媒体开始关注它，并将其传播到世界各地。我们收到了价值超过 200 万美元的免费媒体，用于一场仅耗资 302 美元的运动。这意味着我们的投资回报超过了我们的总成本 6,000 倍。执行传统媒体无法帮助我们接触到生活在南非的许多视障人士。这也是浪费钱。因此，我们采访了能够接触到南非 1,200,000 名视障人士中的大多数人、盲人 SA 、路易斯盲文之家和盲文服务的人。这三家公司的盲人员工每天都与南非的视障人士保持联系。他们通过盲文通讯和屏幕阅读器电子邮件保持联系。这是传播我们服务消息的最相关和最有效的方式。形势在生活在南非的 53,000,000 人中，1,200,000 是视力受损的。Wimpy 想让每个视力受损的南非人知道，现在他们有一个座位。战略由于我们的预算有限，仔细的研究和规划至关重要。我们引进了盲文专家，并做了许多测试，试图找出制作盲文汉堡的最佳方法。我们创建了这个简单的直接邮件，并将其交付给关键人物、盲人 SA 、路易斯 · 布莱叶家庭和布莱叶服务。他们可以接触到南非大部分视力受损的地区。他们通过使用令人惊叹的屏幕阅读器电子邮件软件与视障人士保持联系。该软件使视障人士能够通过电子邮件进行交流。当盲人收到电子邮件时，这个程序会为他们读出电子邮件。我们还需要吸引社交媒体来帮助曝光懦夫为盲人社区所做的事情。社交网络和博客已经成为不可或缺的工具，因为它们的高覆盖面、可负担性和效率，使它们成为传达我们信息的完美媒介。

懦弱的盲文汉堡

案例简介：Describe the campaign/entry Wimpy wanted to let visually-impaired people know that they offered braille menus in all of their restaurants. To spread the word, we built braille burgers that blind people could actually read. With the help of skilled chefs we took sesame seeds and meticulously placed them on burger buns so that the seeds formed braille. We then delivered the Braille Burgers to 3 of South Africa’s biggest blind institutions. These 3 companies have access to most of the 1 200,000 visually-impaired people living in South Africa. The visually-impaired staff of these companies loved the Braille Burgers so much that it motivated them to pass on the message about the braille menus to their massive network of visually-impaired people, through their newsletters and screen-reader emails. The Wimpy Braille Burger project has rapidly moved through the global market and achieved a massive amount of public support. Describe the brief from the client It is very difficult for visually-impaired people to live in a world built for sighted people. That is why Wimpy prints braille menus. The objective was to get the 1,200,000 visually-impaired people of South Africa to enjoy a full dinning experience by letting them know that Wimpy offers braille menus in all of their restaurants; upload the video in order to fuel an online wildfire, attract media and build awareness around the challenges of living in a world built for sighted people; increase brand affinity amongst all South Africans and especially in the blind community. Results By building just 15 braille burgers our message was passed on to over 800,000 visuall- impaired South Africans informing them that Wimpy has braille menus in all of restaurants. In doing this not only did we increase our footfall amongst the visually-impaired we also built up our brand affinity amongst all South Africans. The campaign was written and spoken about in over 100 local newspapers, websites and radio stations. From there the international media picked up on it and spread it all over the world. We received over 2m dollars' worth of free media for a campaign that only cost $302. Which means our return on investment covered our total cost 6,000 times over. Execution Traditional media would not help us reach many of the visually-impaired people living in South Africa. It would also be a waste of money. So we spoke to the people who have access to most of the 1,200,000 visually-impaired people of South Africa, Blind SA, Louis Braille House and Braille Services. The blind staff at these 3 companies are in daily contact with South Africa's visually-impaired. They keep in contact through braille newsletters and screen reader emails. This was the most relevant and effective way to spread the news of our service. The Situation Out of the 53,000,000 people living in South Africa, 1,200,000 of them are visually-impaired. Wimpy wanted to let every visually-impaired South African know that there is now a seat for them at the table. The Strategy Careful research and planning was crucial because of our limited budget. We brought in braille experts and did many tests to try and figure out the best possible way to build the braille burgers. We created this simple direct mailer and delivered it to the key people, Blind SA, Louis Braille Home and Braille Services. They have access to most of South Africa’s visually-impaired. They keep in contact with the visually-impaired by using the amazing screen reader email software. This software enables visually-impaired people to communicate via email. When a blind person receives an email, this program reads the email out for them. We also needed to attract social media to help bring exposure to what Wimpy was doing for the blind community. Social networks and blogs have become indispensable tools because of their high reach, affordability and efficiency, making them the perfect medium to convey our message.