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案例简介：为什么这项工作与娱乐狮子音乐相关？ 在过去的二十年中，音乐的强大功能一直是TELUS广告不可或缺的元素。从我们这个时代最杰出的音乐家的签名曲目，到与即将到来的当地乐队的合作，将音乐与信息相匹配的艺术是TELUS成为加拿大最具标志性和最受欢迎的品牌之一的原因之一。 背景 情况 加拿大每月有100万儿童受到网络欺凌。这是一个日益严重的问题，有时会带来悲惨的后果。 作为加拿大最大的电信公司之一，TELUS认识到，为了真正实现他们的品牌承诺，“未来是友好的”，他们需要尽一切努力确保他们销售的技术不会带来负面的在线体验。 简介 在反欺凌周之前的几周内，找到一种方法来吸引和激活telus的 # endbulproitiative周围的孩子，因为这一原因将更加热门。 目标 让孩子们接受我们的 # endbullling信息并采取行动。 1.行动: 在2018年年底前达成100万个在线承诺 2.参与度: 在活动期间获得1.0个印象 描述创意 没有一个人可以结束网络欺凌-但在数量上有显着的优势。 尽管成年人倾向于介入并提供帮助，但在网络欺凌中，只有孩子才能可信地面对这个问题。但是，面对网络欺凌对个人的要求太高了: 个人会被欺负-但团体不会。研究表明，当年轻人团结在一起时，他们几乎可以立即有效地结束网络欺凌。事实上，在干预网络欺凌的10秒内就停止了。 进步需要动员一代数字原住民团结起来反对网络欺凌，因此我们的沟通策略植根于 “数字优势” 的理念。青年的力量在于他们的集体声音，通过激励他们站在一起，我们可以有效地预防和制止网络欺凌。 描述策略 TELUS发起了一项全国性的综合运动，要求孩子们站在一起，并保证在网上友善。但他们知道，仅靠广告不足以吸引孩子们并激活他们的事业。 为了让他们注意到这个信息，放大它，并采取行动，它必须在 一个相关的渠道，使用熟悉的语言，由可靠的来源。解决方案不能看 或者感觉像传统广告一样; TELUS必须创造一些可以在流行文化中存在的东西。 因此，TELUS与Juno提名的温哥华说唱歌手SonReal合作，并拥有强大的青年追随者，创作了一部充满活力的歌，孩子们可以团结起来。他看到了他的侄女和侄子是如何受到网络欺凌的影响的，就像大多数唱片艺术家一样，他自己也在接收端。 描述执行 实施 利用SonReal的社会影响力，我们首先在各种社交平台上向他的粉丝推出了 # endbulling国歌，“No More”，直到反欺凌周，当时的对话将是最热门的话题。他在WE Day现场在18,000青年观众面前演唱了这首歌，以传播这一信息。通过在全国各地的新闻发布会，包括iHeart电台，Virgin电台和学校，他传播了反网络欺凌的信息，并向年轻人展示了他们并不孤单。 时间线 11月9日-2018年12月15日 放置位置 收音机: -维珍无线电集成 哦: -Wildpostings 数字: -Spotify音频广告 -facebook/ Instagram视频 -facebook/instagram推广帖子 -facebook/instagram线索广告 -facebook/ instagram故事 (QC) -twitter视频对话卡 -Youtube -程序化 比例尺 全国运动，CAD预算> 500k。 描述结果 达到 尽管我们的主要目标是参与，但我们仍然能够接触到加拿大45% 的高危青年。 约定 -电台4,000,000的est印象 -Wildposting-8,573,600最深刻的印象 -数字- (ROC) 17,641,307 est印象 影响 虽然TELUS知道他们无法彻底结束网络欺凌，但结果表明，有可能影响真实和可持续的变化。 • 100万 + 音频流 • 150万 + YouTube视频观看次数 • “没有更多” 成为最快的SonReal视频打100万意见 • 帮助我们的目标翻一番，200万多个承诺是善良的在线
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案例简介：Why is this work relevant for Entertainment Lions for Music? For the past two decades, the stopping power of music has been an integral element of TELUS’s advertising. From signature tracks by the most prominent musicians of our time, to collaborations with up and coming local bands, the art of matching music to the message is one of the reasons that TELUS has become one of the most iconic and likeable brands in Canada. Background Situation One million kids in Canada are cyberbullied every month. It’s a growing problem, with sometimes tragic consequences. As one of Canada’s largest telcos, TELUS recognized that in order to truly deliver on their brand promise, ‘the future is friendly’, they needed to do everything in their power to ensure the technology they sell isn’t enabling the negative online experiences that are harming our kids. Brief Find a way to engage and activate kids around TELUS’ #EndBullying initiative during the weeks leading up to Anti-bullying week when the cause will be more topical. Objectives Get kids to embrace our #EndBullying message and act on it. 1. Action: Reach 1 million pledges to be kind online by the end of 2018 2. Engagement: Achieve 1.0M impressions during the campaign period Describe the creative idea No single person can end cyberbullying - but there is remarkable strength in numbers. Though adults are inclined to step in and help, with cyberbullying only kids can credibly confront the issue. But standing up to cyberbullying is too much to ask of individuals: individuals get bullied—but groups don’t. Studies show that when youth band together, they can effectively end cyberbullying almost immediately. In fact, within 10 seconds of intervening cyberbullying is stopped. Progress required mobilising a generation of digital natives to stand together against cyberbullying, so our communications strategy was rooted in the idea ‘Strength in Numbers’. The power of youth is in their collective voice, and by inspiring them to stand together we could effectively prevent and stop cyberbullying. Describe the strategy TELUS launched a National integrated campaign asking kids to stand together and pledge to be kind online. But they knew that ads alone wouldn’t be enough to engage kids and activate them around the cause. To get them to take notice of the message, amplify it, and act on it, it had to be delivered in a relevant channel, using familiar language, by a credible source. The solution could not look or feel anything like conventional advertising; TELUS had to create something that could exist on its own merits within popular culture. So, TELUS partnered with SonReal, a Juno-nominated Vancouver-based rapper with a strong youth following, to create a positively-charged anthem that kids could rally around. He’d seen how his nieces and nephews were affected by cyberbullying and, like most recording artists, had been on the receiving end himself. Describe the execution Implementation Leveraging SonReal’s social influence, we first launched the #EndBullying anthem, “No More” to his fans on a variety of social platforms leading up to Anti-bullying week, when the conversations would be most topical. He performed the song live at WE Day in front of an audience of 18,000 youth to spread the message. And through a press tour across the country, including iHeart radio, Virgin Radio and schools, he spread the anti-cyberbullying message and showed youth they are not alone. Timeline November 9 – December 15, 2018 Placement Radio: - virgin radio integration OOH: - Wildpostings Digital: - Spotify audio ads - facebook/ Instagram video - facebook/instagram promoted posts - facebook/instagram lead ads - facebook/ instagram stories (QC) - twitter video conversation card - Youtube - programmatic Scale National campaign with >500k CAD budget. Describe the outcome Reach Even though our main goal was engagement, we were still able to reach 45% of at-risk youth in Canada. Engagement - Radio - 4,000,000 est impressions - Wildposting - 8,573,600 est impressions - Digital - (ROC) 17,641,307 est impressions Impact While TELUS knew they couldn’t end cyberbullying outright, the results show there is potential to affect real and sustainable change. • 1 million+ audio streams • 1.5 million+ YouTube video views • “No More” became the fastest SonReal video to hit 1 million views • Helping to double our target with over 2 million pledges to be kind online
No More
案例简介：为什么这项工作与娱乐狮子音乐相关？ 在过去的二十年中，音乐的强大功能一直是TELUS广告不可或缺的元素。从我们这个时代最杰出的音乐家的签名曲目，到与即将到来的当地乐队的合作，将音乐与信息相匹配的艺术是TELUS成为加拿大最具标志性和最受欢迎的品牌之一的原因之一。 背景 情况 加拿大每月有100万儿童受到网络欺凌。这是一个日益严重的问题，有时会带来悲惨的后果。 作为加拿大最大的电信公司之一，TELUS认识到，为了真正实现他们的品牌承诺，“未来是友好的”，他们需要尽一切努力确保他们销售的技术不会带来负面的在线体验。 简介 在反欺凌周之前的几周内，找到一种方法来吸引和激活telus的 # endbulproitiative周围的孩子，因为这一原因将更加热门。 目标 让孩子们接受我们的 # endbullling信息并采取行动。 1.行动: 在2018年年底前达成100万个在线承诺 2.参与度: 在活动期间获得1.0个印象 描述创意 没有一个人可以结束网络欺凌-但在数量上有显着的优势。 尽管成年人倾向于介入并提供帮助，但在网络欺凌中，只有孩子才能可信地面对这个问题。但是，面对网络欺凌对个人的要求太高了: 个人会被欺负-但团体不会。研究表明，当年轻人团结在一起时，他们几乎可以立即有效地结束网络欺凌。事实上，在干预网络欺凌的10秒内就停止了。 进步需要动员一代数字原住民团结起来反对网络欺凌，因此我们的沟通策略植根于 “数字优势” 的理念。青年的力量在于他们的集体声音，通过激励他们站在一起，我们可以有效地预防和制止网络欺凌。 描述策略 TELUS发起了一项全国性的综合运动，要求孩子们站在一起，并保证在网上友善。但他们知道，仅靠广告不足以吸引孩子们并激活他们的事业。 为了让他们注意到这个信息，放大它，并采取行动，它必须在 一个相关的渠道，使用熟悉的语言，由可靠的来源。解决方案不能看 或者感觉像传统广告一样; TELUS必须创造一些可以在流行文化中存在的东西。 因此，TELUS与Juno提名的温哥华说唱歌手SonReal合作，并拥有强大的青年追随者，创作了一部充满活力的歌，孩子们可以团结起来。他看到了他的侄女和侄子是如何受到网络欺凌的影响的，就像大多数唱片艺术家一样，他自己也在接收端。 描述执行 实施 利用SonReal的社会影响力，我们首先在各种社交平台上向他的粉丝推出了 # endbulling国歌，“No More”，直到反欺凌周，当时的对话将是最热门的话题。他在WE Day现场在18,000青年观众面前演唱了这首歌，以传播这一信息。通过在全国各地的新闻发布会，包括iHeart电台，Virgin电台和学校，他传播了反网络欺凌的信息，并向年轻人展示了他们并不孤单。 时间线 11月9日-2018年12月15日 放置位置 收音机: -维珍无线电集成 哦: -Wildpostings 数字: -Spotify音频广告 -facebook/ Instagram视频 -facebook/instagram推广帖子 -facebook/instagram线索广告 -facebook/ instagram故事 (QC) -twitter视频对话卡 -Youtube -程序化 比例尺 全国运动，CAD预算> 500k。 描述结果 达到 尽管我们的主要目标是参与，但我们仍然能够接触到加拿大45% 的高危青年。 约定 -电台4,000,000的est印象 -Wildposting-8,573,600最深刻的印象 -数字- (ROC) 17,641,307 est印象 影响 虽然TELUS知道他们无法彻底结束网络欺凌，但结果表明，有可能影响真实和可持续的变化。 • 100万 + 音频流 • 150万 + YouTube视频观看次数 • “没有更多” 成为最快的SonReal视频打100万意见 • 帮助我们的目标翻一番，200万多个承诺是善良的在线
No More
案例简介：Why is this work relevant for Entertainment Lions for Music? For the past two decades, the stopping power of music has been an integral element of TELUS’s advertising. From signature tracks by the most prominent musicians of our time, to collaborations with up and coming local bands, the art of matching music to the message is one of the reasons that TELUS has become one of the most iconic and likeable brands in Canada. Background Situation One million kids in Canada are cyberbullied every month. It’s a growing problem, with sometimes tragic consequences. As one of Canada’s largest telcos, TELUS recognized that in order to truly deliver on their brand promise, ‘the future is friendly’, they needed to do everything in their power to ensure the technology they sell isn’t enabling the negative online experiences that are harming our kids. Brief Find a way to engage and activate kids around TELUS’ #EndBullying initiative during the weeks leading up to Anti-bullying week when the cause will be more topical. Objectives Get kids to embrace our #EndBullying message and act on it. 1. Action: Reach 1 million pledges to be kind online by the end of 2018 2. Engagement: Achieve 1.0M impressions during the campaign period Describe the creative idea No single person can end cyberbullying - but there is remarkable strength in numbers. Though adults are inclined to step in and help, with cyberbullying only kids can credibly confront the issue. But standing up to cyberbullying is too much to ask of individuals: individuals get bullied—but groups don’t. Studies show that when youth band together, they can effectively end cyberbullying almost immediately. In fact, within 10 seconds of intervening cyberbullying is stopped. Progress required mobilising a generation of digital natives to stand together against cyberbullying, so our communications strategy was rooted in the idea ‘Strength in Numbers’. The power of youth is in their collective voice, and by inspiring them to stand together we could effectively prevent and stop cyberbullying. Describe the strategy TELUS launched a National integrated campaign asking kids to stand together and pledge to be kind online. But they knew that ads alone wouldn’t be enough to engage kids and activate them around the cause. To get them to take notice of the message, amplify it, and act on it, it had to be delivered in a relevant channel, using familiar language, by a credible source. The solution could not look or feel anything like conventional advertising; TELUS had to create something that could exist on its own merits within popular culture. So, TELUS partnered with SonReal, a Juno-nominated Vancouver-based rapper with a strong youth following, to create a positively-charged anthem that kids could rally around. He’d seen how his nieces and nephews were affected by cyberbullying and, like most recording artists, had been on the receiving end himself. Describe the execution Implementation Leveraging SonReal’s social influence, we first launched the #EndBullying anthem, “No More” to his fans on a variety of social platforms leading up to Anti-bullying week, when the conversations would be most topical. He performed the song live at WE Day in front of an audience of 18,000 youth to spread the message. And through a press tour across the country, including iHeart radio, Virgin Radio and schools, he spread the anti-cyberbullying message and showed youth they are not alone. Timeline November 9 – December 15, 2018 Placement Radio: - virgin radio integration OOH: - Wildpostings Digital: - Spotify audio ads - facebook/ Instagram video - facebook/instagram promoted posts - facebook/instagram lead ads - facebook/ instagram stories (QC) - twitter video conversation card - Youtube - programmatic Scale National campaign with >500k CAD budget. Describe the outcome Reach Even though our main goal was engagement, we were still able to reach 45% of at-risk youth in Canada. Engagement - Radio - 4,000,000 est impressions - Wildposting - 8,573,600 est impressions - Digital - (ROC) 17,641,307 est impressions Impact While TELUS knew they couldn’t end cyberbullying outright, the results show there is potential to affect real and sustainable change. • 1 million+ audio streams • 1.5 million+ YouTube video views • “No More” became the fastest SonReal video to hit 1 million views • Helping to double our target with over 2 million pledges to be kind online
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