Ace for Inclusion|海报/平面|广告营销案例【ADGuider广告指南】

包含的Ace

案例简介：为什么这项工作与品牌体验和激活相关？为了激活其澳大利亚网球公开赛的赞助，澳新银行 (ANZ Bank) 将游戏中的一些大牌放在了广告的最前面，其中包括诺瓦克·德约科维奇 (Novak Djokovic)，他在过去三年中一直是ANZ网球的代言人。然后，在澳大利亚体育广播公司Gerard Whateley将其描述为 “蓝筹时刻” 的举动中，ANZ用鲜为人知的Dylan Alcott (轮椅网球运动员) 取代了Djokovic。但这是ANZ选择与Dylan建立合作伙伴关系的包容性方式，真正改变了五分之一的残障澳大利亚人的比赛方式。背景澳新银行 (ANZ) 对澳大利亚公开赛的赞助使该品牌在每年年初的金融服务领域占据主导地位。虽然其网球赞助被用作每年推广各种产品信息的平台，但从根本上说，启动赞助活动的主要目标是: -为了提高企业的良好声誉， -并改善银行的品牌考虑指标。众所周知，澳大利亚的银行因其可疑行为而受到审查。在整个2018中，澳大利亚四大银行被皇家委员会 (政府调查) 置于显微镜下，对银行和金融服务业的不当行为进行了调查。毫不奇怪，所有大型银行的企业声誉指标都大幅下降。描述创意 (投票20%) 作为一个以多元化工作而闻名的品牌，我们有证据证明根植于社会目的的激活的声誉建立能力。鉴于我们的竞选目标，将ANZ的某些内容纳入网球是有意义的。尽管是7倍大满贯冠军和残奥会金牌得主，但只有6% 的澳大利亚人认识迪伦。他令人难以置信的成就值得更大的认可。因此，我们决定将他放在与德约科维奇 (Djokovic) 一样的基座上-在ANZ品牌面前。在《多样性交流公约》中，我们应该讲述迪伦 (Dylan) 面对充满挑战的残疾时超人的成功的令人心动的故事，我们决定破坏现状。相反，我们的想法是英雄迪伦不是因为他的残疾，而是不管它是什么。所以，我们把迪伦简单地描绘成迪伦，一个厚脸皮、有魅力的家伙和冠军网球运动员 -- 他碰巧是描述策略 (投票20%) 在澳大利亚，五分之一的人有某种形式的残疾。但是，残疾人在媒体中的代表性远没有那么普遍。用迪伦自己的话说，他长大后从未在电视上见过像他这样的人。在体育界，由于第4频道的《超人》 (Superhumans) 之类的节目，给予多级别运动的通话时间正在增加，而残疾运动员的认可度无疑也在提高。但是，残疾人运动和准运动员的成就仍在很大程度上受到他们更为知名的健全同事的阴影。澳新银行的组织宗旨是 “帮助个人和社区蓬勃发展”。如果五分之一的残障澳大利亚人要茁壮成长，那么看到像他们这样的多样化的人，不仅在媒体上被代表，而且被平等地承认和对待，是至关重要的。正如一个聪明的人曾经说过的，“你不能成为你看不见的人”。描述执行 (投票30%) 我们制作了Dylan的第一个TVC，以推出ANZ Fit Bit Pay (与其他两个非Dylan ANZ网球广告一起运行)。然后，我们加大了迪伦的参与，并发起了一个完整的综合储蓄运动，在电视，电影，数字和社交活动中进行了7次个人处决，并在各处的户外广告牌上贴满了迪伦。在我们的广告中，迪伦以其他残疾运动员或个人从未有过的方式描绘。从大获全胜，到被老虎追赶，再到超级英雄斗篷在空中飞行，我们对待迪伦就像对待任何健全的人才一样。可以说，我们对他的待遇甚至更好。ANZ与耐克合作，向迪伦赠送了自己的奥尔科特 (Alcott) 品牌是澳大利亚公开赛的鞋子，这使他成为世界上第一位获得自己的耐克球员专属鞋子的轮椅运动员。列出结果 (投票30%) 1月，《纽约时报》称迪伦为 “澳网最著名的人”。一年前，人们对迪伦的认识只有6%，现在四分之一的人认识他。虽然澳新银行不能声称自己是迪伦个人资料的唯一驱动力，但迪伦在每一个机会都对银行赞不绝口，称澳新银行启动赞助的方式对他自己和五分之一的澳大利亚残疾人来说是 “改变生活” 的。好处是双向的。与ANZ与Djokovic的合作相比，IPSOS通过付费和自有媒体覆盖了超过162万人，发现竞选活动的知名度有了46% 的提高。反过来，对于有效到达的数百万澳大利亚人来说，澳新银行aw显著更高的品牌考虑和企业声誉得分 (分别为 + 45% 和 + 250%)。此外，分析合作伙伴计量经济学模型建议投资回报率为614%，这是ANZ网球有史以来最高的投资回报率。

包含的Ace

案例简介：Why is this work relevant for Brand Experience & Activation? To activate its Australian Open Tennis sponsorship, ANZ Bank has put some of the biggest names in the game at the front of its advertising, including Novak Djokovic who was the face of ANZ tennis for the previous three years. Then, in a move described by Australian sports broadcaster Gerard Whateley as “a bluechip moment”, ANZ replaced Djokovic with the little known Dylan Alcott - a wheelchair tennis player. But it was the inclusive way ANZ chose to activate its partnership with Dylan that truly changed the game for the 1 in 5 Australians with a disability. Background ANZ’s sponsorship of the Australian Open sees the brand dominate financial services share of mind at the start of each year. While its tennis sponsorship is used as a platform to promote a variety of product messages from year to year, fundamentally, the key objectives for activating the sponsorship campaign are: - To drive positive corporate reputation, - And improve brand consideration metrics for the bank. It’s no secret that banks in Australia have been under scrutiny for their questionable behaviours. Throughout 2018, the big four banks in Australia were put under the microscope by a Royal Commission (governmental inquiry) into Misconduct in the Banking and Financial Services Industry. Not surprisingly, all of the big banks have seen significant declines in their corporate reputation metrics. Describe the creative idea (20% of vote) As a brand known for its diversity work, we had evidence for the reputation building power of activations rooted in social purpose. Given our campaign objectives, bringing some of ANZ’s inclusion to tennis just made sense. Despite being a 7X Grand Slam winner and dual-sport Paralympic Gold Medallist, only 6% of Australians knew Dylan. His incredible achievements deserved greater recognition. So we decided to put him on an equal pedestal to the one we’d put Djokovic on - fronting the ANZ brand. Where convention in diversity communications suggested we should tell the heart-tugging story of Dylan’s superhuman successes in the face of his challenging disability, we decided to disrupt the status quo. Instead, our idea was to hero Dylan not for his disability, but irrespective of it. So, we portrayed Dylan simply as Dylan, a cheeky, charismatic guy and champion tennis player - who just happened to be Describe the strategy (20% of vote) In Australia, 1 in 5 people have some form of disability. But representation of disabled individuals in the media is nowhere near as prevalent. In Dylan’s own words, he never saw anyone like himself on the television when he was growing up. In the sporting world, airtime given to multi-class sports is on the rise and recognition for disabled athletes is undoubtedly increasing, thanks to the likes of Channel 4’s Superhumans. But disabled sports and para-athlete achievements are still largely in the shadow of their more celebrated able-bodied colleagues. ANZ’s organisational purpose is ‘to help individuals and communities to thrive’. If the 1 in 5 Australians with a disability are to thrive, then seeing diverse individuals like themselves, not just being represented in the media, but being recognised and treated as equals, is critical. As a wise person once said, “you cannot be what you cannot see”. Describe the execution (30% of vote) We made Dylan’s first TVC to launch ANZ Fit Bit Pay (running alongside two other non-Dylan ANZ tennis ads). Then, we ramped up Dylan’s involvement and created an entire integrated Savings campaign with seven individual executions running across TV, cinema, digital and social, plastering Dylan across outdoor billboards everywhere. Our advertising saw Dylan portrayed in ways no other disabled athlete or individual has been before. From winning big, to being chased by a tiger, to flying through the air in a superhero cape, we treated Dylan as we would any able-bodied talent. Arguably, we treated him even better. Partnering with Nike, ANZ presented Dylan with his own Alcott branded Australian Open shoes,making him the first ever wheelchair athlete in the world to get his own Nike Player Exclusive shoes. List the results (30% of vote) In January, The New York Times dubbed Dylan, “The most famous man at the Australian Open”. Where a year earlier, awareness of Dylan was only 6%, 1 in 4 now knew him. And while ANZ can’t claim to be the sole driver of Dylan’s profile, Dylan heaps praise on the bank at every opportunity, describing the way ANZ activated its sponsorship as “life changing” for himself and the 1 in 5 Australians with a disability. And the benefits went both ways. Reaching over 162m people through paid and owned media, IPSOS identified a +46% improvement in campaign recognition when compared to ANZ’s work with Djokovic. In turn, for the millions of Australians effectively reached, ANZ saw significantly higher Brand Consideration and Corporate Reputation scores (+45% and +250% respectively). Furthermore, Analytic Partners econometrics modelling suggested a return on investment of 614% - the highest ROI for ANZ tennis ever.