Zebrafest|短视频|广告营销案例【ADGuider广告指南】

Zebrafest

案例简介：步行十字路口是布达佩斯山坡区最危险的地方。2008年底和 2009年初，该地区有更多的行人受伤，甚至死亡。居民在给市长办公室的信中对这种情况表示不满。他们报告说，他们不敢和他们的孩子踩在行人十字路口，因为司机根本不注意行人，加速下山。父母在信中写道，由于这种道德，他们害怕让孩子独自上学。当地政府不可能支持这一现象，2009年2月最后两起致命事故使得山坡区议会决定采取当地宣传运动的形式，试图改变政府的态度司机。由于该地区的市长想立即改变当地行人过街的可怕统计数据，他要求当地三大通信机构解决这个问题。上下文改变当地的驾驶习惯，让司机减速，并在行人十字路口停车。哲学/解决方案你想传达的信息是什么？我们有更多的方法来选择如何改变驱动道德: 威胁他们？惩罚他们？或者震惊他们？我们认为最好以更情绪化但引人注目的方式让当地社区参与进来。这个想法: 匈牙利人行十字 = 斑马，像可爱的条纹动物。所以让我们让斑马活着，让它们站在十字路口 “自己” 旁边的行人身边。ZebraFEST 的概念诞生于其中，FEST 一词也有两层含义: fest 在匈牙利语中是 “绘画”，在外国广泛使用的词是 “fiesta”。这个景点是一个巨大的展览，展出了生活相似的斑马，这些斑马是由地区学校的学生画的，放在人行十字架旁边。所有的山坡学校都被提名参加这个节日。在第一轮，学生们计划着斑马图案的绘画，并向司机传达他们自己的信息。在程序中，3500 张图纸是一起制作的。每所学校都有自己最喜欢的设计和信息，获胜的设计和信息是由获胜的团队在学校自己的塑料斑马上画的。结果: 31 只保护斑马，具有独特的名称、信息、外观和个性。彩绘斑马被放置在该地区最繁忙的行人十字路口，试图让司机和居民停下来，看到并欣赏它们。作为该计划的一部分，号召该地区的居民和更广泛的公众舆论是该战略的一个非常重要的因素, 任何人都可以在传单和网站上投票给他/她最喜欢的斑马。信息: ZebraFEST-慢下来，你可以看到它! 什么是媒体组合和权重，为什么？山坡区议会对这场运动的预算很少，所有媒体工具都是由当地媒体所有者公司免费提供的。我们只使用当地媒体工具，认为我们不仅想接触当地人民，还想接触那些刚刚开车穿过该地区的人。 -Vinyls 当地的公共汽车、电车、无轨电车在我们想与司机交谈的汽车中运行 -该地区的户外海报，司机可以从车上看到 -游击和环境工具: 该地区所有停车场的气球，汽车更新 -在线: 活动的微型网站给出了你媒体预算的一些指示。竞选预算没有达到 1000万福林 (€ 37 000)。尽管竞选预算非常低，但 ZebraFEST 还是达到了 90% 的地区居民和 96% 的当地汽车司机 (根据竞选后的研究)。产生了 15 个以上的电视节目、 6 个全国广播电台、 16 份全国日报和 14 份在线门户报告。在运动期间，ZebraFEST 网站的访问量总共达到 869.012 (!) 游客 -- 该地区的人口: 56.257。近 20 个地方政府、乡村城镇，甚至来自斯洛伐克、奥地利、斯洛文尼亚和克罗地亚的其他城镇，向山坡区的主要办事处申请通过这项运动。但是这项运动最成功的结果是，在运动开始之前，山坡区的行人十字路口不再发生事故! 定义目标受众。主要目标群体: 该地区的人口 (56.257 居民)，特别是车主。次要目标群体: 每个人，只是定期通过该地区的司机。

Zebrafest

案例简介：The pedestrian cross is the most dangerous place in Budapest Hillside District. At the end of 2008 and in the beginning of 2009 more pedestrians were injured and even killed in the district. The inhabitants expressed their displeasure about this situation in letters addressed to the Mayor Office. They reported that they don’t dare to step on the pedestrian crosses with their children because of the drivers who pay no attention to the pedestrians at all and speed down the hill. In their letters parents wrote that because of this driving moral they afraid to let their children go alone to school. The local government could not have stood by this phenomenon and the last two fatal accidents in February 2009 made the Hillside District Council decide to act in form of a local communication campaign that tries to change the attitude of the drivers. As the Mayor of the district wanted to change immediately the horrible statistic of local pedestrian crosses, he asked three big local communication agency for solving this problem. Context To change local driving habit and make the drivers slow down and stop at the pedestrian crosses. Philosophy/Solution What was the message you wanted to convey? We had more ways to choose among how to change driving moral: Threat them? Punish them? Or shock them? We thought that it’s better to involve the local community in a more emotional but spectacular way. The idea: pedestrian cross in Hungarian = zebra, like the cute, stripy animal. So let’s bring alive the zebras and let them stand for the pedestrians next to ”themselves” at the crossings. The idea of ZebraFEST born in which the word FEST also has two meanings: fest is in Hungarian “to paint”, and a widespread foreign word for „fiesta”. This attraction was a huge exhibition with life-alike zebras, which were painted by the district school’s students and placed next to the pedestrian crosses. All the Hillside schools were nominated to the festival. At the first round the students planned Zebra pattern paintings with their own message to the drivers. In the program 3500 drawings were made together. Each school juried its favorite design and message and the winning one were painted by the winning team on the school’s own plastic zebra. The results: 31 protecting zebra with unique name, message, looking and personality. The painted Zebras were placed to the busiest pedestrian crosses of the district, trying to make drivers and the inhabitants stop, see and admire them. As calling in the inhabitants of the district and the wider public opinion was a very important element of the strategy, as a part of the program, anyone could vote his/her favorite zebra on leaflets and on the website. The message: ZebraFEST – Slow down, and you can see it! What were the media mix and weighting, and why? The Hillside District Council had minimal budget for the campaign, all media tools where offered for free by the local media owner companies. We only used local media tools, keeping in view that we not only wanted to reach the local people, but also those who just drive through the district. - vinyls local buses, tramways, trolley-buses running among the cars whose drivers we wanted to talk to - outdoor posters in the district, well visible by drivers from the car - guerrilla and ambient tools: balloons on all parking cars in the district, car freshners - online: microsite for the campaign Give some indication of the size of your media budget. The campaign budget did not reach 10 Million Forint (€37 000). Despite the very low campaign budget, ZebraFEST reached 90 % of the district people and 96 % of local car drivers (according to the research made after the campaign). More than 15 TV programs, 6 nationwide radio stations, 16 national daily newspapers and 14 online portal reports were generated. The ZebraFEST site visits during the campaign reached a total of 869.012 (!) visitors - Population of the district: 56.257. Nearly 20 local governments, country towns, and even other towns from Slovakia, Austria, Slovenia and Croatia applied to the Major Office of Hillside District for adopting the campaign. But the most successful result of the campaign was that there was no more accident on the pedestrian cross in the Hillside District till the campaign started! Define the target audience. Primary target group: The population of the district (56.257 inhabitants) and especially the car owners. Secondary target group: Every people, drivers who just regularly pass through the district.

Zebrafest

案例简介：步行十字路口是布达佩斯山坡区最危险的地方。2008年底和 2009年初，该地区有更多的行人受伤，甚至死亡。居民在给市长办公室的信中对这种情况表示不满。他们报告说，他们不敢和他们的孩子踩在行人十字路口，因为司机根本不注意行人，加速下山。父母在信中写道，由于这种道德，他们害怕让孩子独自上学。当地政府不可能支持这一现象，2009年2月最后两起致命事故使得山坡区议会决定采取当地宣传运动的形式，试图改变政府的态度司机。由于该地区的市长想立即改变当地行人过街的可怕统计数据，他要求当地三大通信机构解决这个问题。上下文改变当地的驾驶习惯，让司机减速，并在行人十字路口停车。哲学/解决方案你想传达的信息是什么？我们有更多的方法来选择如何改变驱动道德: 威胁他们？惩罚他们？或者震惊他们？我们认为最好以更情绪化但引人注目的方式让当地社区参与进来。这个想法: 匈牙利人行十字 = 斑马，像可爱的条纹动物。所以让我们让斑马活着，让它们站在十字路口 “自己” 旁边的行人身边。ZebraFEST 的概念诞生于其中，FEST 一词也有两层含义: fest 在匈牙利语中是 “绘画”，在外国广泛使用的词是 “fiesta”。这个景点是一个巨大的展览，展出了生活相似的斑马，这些斑马是由地区学校的学生画的，放在人行十字架旁边。所有的山坡学校都被提名参加这个节日。在第一轮，学生们计划着斑马图案的绘画，并向司机传达他们自己的信息。在程序中，3500 张图纸是一起制作的。每所学校都有自己最喜欢的设计和信息，获胜的设计和信息是由获胜的团队在学校自己的塑料斑马上画的。结果: 31 只保护斑马，具有独特的名称、信息、外观和个性。彩绘斑马被放置在该地区最繁忙的行人十字路口，试图让司机和居民停下来，看到并欣赏它们。作为该计划的一部分，号召该地区的居民和更广泛的公众舆论是该战略的一个非常重要的因素, 任何人都可以在传单和网站上投票给他/她最喜欢的斑马。信息: ZebraFEST-慢下来，你可以看到它! 什么是媒体组合和权重，为什么？山坡区议会对这场运动的预算很少，所有媒体工具都是由当地媒体所有者公司免费提供的。我们只使用当地媒体工具，认为我们不仅想接触当地人民，还想接触那些刚刚开车穿过该地区的人。 -Vinyls 当地的公共汽车、电车、无轨电车在我们想与司机交谈的汽车中运行 -该地区的户外海报，司机可以从车上看到 -游击和环境工具: 该地区所有停车场的气球，汽车更新 -在线: 活动的微型网站给出了你媒体预算的一些指示。竞选预算没有达到 1000万福林 (€ 37 000)。尽管竞选预算非常低，但 ZebraFEST 还是达到了 90% 的地区居民和 96% 的当地汽车司机 (根据竞选后的研究)。产生了 15 个以上的电视节目、 6 个全国广播电台、 16 份全国日报和 14 份在线门户报告。在运动期间，ZebraFEST 网站的访问量总共达到 869.012 (!) 游客 -- 该地区的人口: 56.257。近 20 个地方政府、乡村城镇，甚至来自斯洛伐克、奥地利、斯洛文尼亚和克罗地亚的其他城镇，向山坡区的主要办事处申请通过这项运动。但是这项运动最成功的结果是，在运动开始之前，山坡区的行人十字路口不再发生事故! 定义目标受众。主要目标群体: 该地区的人口 (56.257 居民)，特别是车主。次要目标群体: 每个人，只是定期通过该地区的司机。

Zebrafest

案例简介：The pedestrian cross is the most dangerous place in Budapest Hillside District. At the end of 2008 and in the beginning of 2009 more pedestrians were injured and even killed in the district. The inhabitants expressed their displeasure about this situation in letters addressed to the Mayor Office. They reported that they don’t dare to step on the pedestrian crosses with their children because of the drivers who pay no attention to the pedestrians at all and speed down the hill. In their letters parents wrote that because of this driving moral they afraid to let their children go alone to school. The local government could not have stood by this phenomenon and the last two fatal accidents in February 2009 made the Hillside District Council decide to act in form of a local communication campaign that tries to change the attitude of the drivers. As the Mayor of the district wanted to change immediately the horrible statistic of local pedestrian crosses, he asked three big local communication agency for solving this problem. Context To change local driving habit and make the drivers slow down and stop at the pedestrian crosses. Philosophy/Solution What was the message you wanted to convey? We had more ways to choose among how to change driving moral: Threat them? Punish them? Or shock them? We thought that it’s better to involve the local community in a more emotional but spectacular way. The idea: pedestrian cross in Hungarian = zebra, like the cute, stripy animal. So let’s bring alive the zebras and let them stand for the pedestrians next to ”themselves” at the crossings. The idea of ZebraFEST born in which the word FEST also has two meanings: fest is in Hungarian “to paint”, and a widespread foreign word for „fiesta”. This attraction was a huge exhibition with life-alike zebras, which were painted by the district school’s students and placed next to the pedestrian crosses. All the Hillside schools were nominated to the festival. At the first round the students planned Zebra pattern paintings with their own message to the drivers. In the program 3500 drawings were made together. Each school juried its favorite design and message and the winning one were painted by the winning team on the school’s own plastic zebra. The results: 31 protecting zebra with unique name, message, looking and personality. The painted Zebras were placed to the busiest pedestrian crosses of the district, trying to make drivers and the inhabitants stop, see and admire them. As calling in the inhabitants of the district and the wider public opinion was a very important element of the strategy, as a part of the program, anyone could vote his/her favorite zebra on leaflets and on the website. The message: ZebraFEST – Slow down, and you can see it! What were the media mix and weighting, and why? The Hillside District Council had minimal budget for the campaign, all media tools where offered for free by the local media owner companies. We only used local media tools, keeping in view that we not only wanted to reach the local people, but also those who just drive through the district. - vinyls local buses, tramways, trolley-buses running among the cars whose drivers we wanted to talk to - outdoor posters in the district, well visible by drivers from the car - guerrilla and ambient tools: balloons on all parking cars in the district, car freshners - online: microsite for the campaign Give some indication of the size of your media budget. The campaign budget did not reach 10 Million Forint (€37 000). Despite the very low campaign budget, ZebraFEST reached 90 % of the district people and 96 % of local car drivers (according to the research made after the campaign). More than 15 TV programs, 6 nationwide radio stations, 16 national daily newspapers and 14 online portal reports were generated. The ZebraFEST site visits during the campaign reached a total of 869.012 (!) visitors - Population of the district: 56.257. Nearly 20 local governments, country towns, and even other towns from Slovakia, Austria, Slovenia and Croatia applied to the Major Office of Hillside District for adopting the campaign. But the most successful result of the campaign was that there was no more accident on the pedestrian cross in the Hillside District till the campaign started! Define the target audience. Primary target group: The population of the district (56.257 inhabitants) and especially the car owners. Secondary target group: Every people, drivers who just regularly pass through the district.

Zebrafest

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Zebrafest

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Zebrafest

Zebrafest

Zebrafest

Zebrafest

Zebrafest

Zebrafest

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