Comparison Adds Pressure|微电影|广告营销案例【ADGuider广告指南】

比较增加压力

案例简介：概要 2017，Mirinda将迄今为止对印度孩子的地下考试压力问题带入了公众意识，并敦促印度父母释放压力。突然间，考试压力成为印度的热点问题之一。总理谈到了这一点，许多品牌都加入了潮流。2018，我们把焦点放在印度青少年面临的另一个问题上，这个问题没有被广泛讨论: 与印度孩子受到的其他人的不断比较。结果是信心和自尊的巨大丧失。在地面活动 (医院求助热线，频繁的笔记本电脑等) 的支持下，挑衅性的内容有助于将此问题公开。我们的竞选活动在促使印度总理减轻印度学童的压力方面发挥了很小的作用-通过减少50% % 的课程工作量。战略在印度这样一个高度等级的社会里，青少年很难对长辈说出来并回答他们的问题。Mirinda的创意策略一直致力于向印度青少年发出声音。印度非常有竞争力，12亿多人为每一个机会而战。这种竞争力在教育中最为明显。父母给孩子施加了很大的压力，要求他们在学习上做得很好，并与其他孩子竞争。他们使用许多工具来激励和给孩子施加压力。最常用的工具是比较。印度父母经常以其他孩子的成就为榜样来激励自己的孩子。但这种比较往往会导致深层的心理问题-降低自尊和压力。Mirinda决定将这个比较问题及其心理含义引起公众的关注。相关性比较增加压力 # release压力旨在使父母意识到考试期间不断的比较会导致孩子的自卑和失去信心。Mirinda的目标是成为青少年的声音，他们在考试期间经常被父母比较，并与Fortis联合推出了帮助热线号码，父母可以与辅导员交谈，以学习鼓励青少年的建设性方法。该活动是通过一部硬碰硬的数字电影发起的，该电影获得了4700万的观点，引发了全国性的辩论。为支持该运动，撰写了254多篇媒体文章。结果 Mirinda不仅成为青少年的声音，而且向父母展示了一种支持孩子的美丽方式。活动发布后，富通求助热线的电话数量从每天150个增加到700个。这部数字电影仅在YouTube上就被观看了4600万多次，并获得了96% 积极的情绪。撰写了254多篇媒体文章，以支持该品牌所创造的知名度。执行该品牌以一部强硬的电影拉开序幕，但Mirinda不仅决定提出问题，而且还提供了解决问题的方法。Mirinda与印度顶级连锁医院之一: 富通医院合作，并开通了热线电话号码，以解决青少年压力问题。Mirinda将他们的9000万瓶变成了电话卡-每个瓶子的标签上都带有热线电话号码。该品牌还与印度领先的笔记本电脑制造商Navneet和受欢迎的单口喜剧演员Veer Das合作，创建了经常休息的笔记本电脑。然后帮助来自最意想不到的来源。总理人力资源开发部宣布将NCERT教学大纲减少一半，2019年减轻了一年级至十二年级学生的压力。在短短一年多的时间里，一个没有人谈论的问题从意识变成了全国性的行动。 CampaignDescription 2017，Mirinda提出了由于考试引起的父母压力问题。一年后，我们走得更深。我们超越了这个问题，调查了父母给孩子施加压力的工具。最有效和最具破坏性的工具是父母，叔叔和阿姨不断比较孩子。善意的家庭成员将他们的孩子与其他人进行比较以激励他们。但是这种比较对孩子们产生了深刻的心理影响。它导致失去信心，并影响他们的自尊。Mirinda决定成为不断被比较的印度青少年的声音。因此，出生-比较增加压力 # 释放压力。

比较增加压力

案例简介：Synopsis In 2017 Mirinda brought the hitherto underground issue of exam pressure on Indian kids into public consciousness and urged Indian parents to #ReleasethePressure. Suddenly, exam pressure became one of the hot button issues in India. The Prime Minister talked of it and many brands jumped on the bandwagon. In 2018, we put the spotlight on another issue faced by Indian teens, which was not talked about widely: The constant comparison to others which Indian kids are subject to. And the immense loss of confidence and self-esteem which is the result. Provocative content, supported by on ground activities (hospital helplines, frequent break notebooks and more) helped to bring this issue into the open. And our campaign had a small part in making the Prime Minister of India to release the pressure on Indian schoolchildren-by reducing the course work by 50%. Strategy In a highly hierarchical society like India, it is very difficult to for teenagers to speak out and answer back to their elders. The Mirinda creative strategy has been focused on giving a voice to Indian teens. India is very competitive, with over 1.2 billion people fighting for every opportunity. And this competitiveness is most clearly manifest in education. Parents put a lot of pressure on their kids to do well in their studies and compete with other kids. And they use many tools to motivate and put pressure on their kids. The most prevalent tool is comparison. Indian parents often resort to giving example of other children’s accomplishment to motivate their own child. But such comparison often resulted in deep psychological problems-reduced self esteem and stress. And Mirinda decided to bring this issue of Comparison and its psychological implications into the public spotlight. Relevancy Comparison Adds Pressure #ReleaseThePressure aims to make parents realize how constant comparison during exams can lead to low self-esteem and loss of confidence of a child. The objective of Mirinda was to become the voice of teens who were constantly being compared by their parents during exams and in association with Fortis it launched a helpline number where parents could talk to counsellors to learn constructive ways of encouraging their teens. The campaign was launched with a hard-hitting digital film which received 47 million views sparking a national debate. Over 254 media articles were written in support of the movement. Outcome Mirinda not only became the voice of the teens but showed parents a beautiful way to support their kids. The calls on the Fortis helpline number increased from 150 to 700 calls per day after the release of the campaign. The digital film was viewed more than 46 million times on YouTube alone and received 96% positive sentiments. Over 254 media articles were written in support of the awareness created by the brand. Execution The brand kicked off with a hard-hitting film But Mirinda decided not only to raise to issue, but also provide a means to address it. Mirinda partnered with one of India’s top hospital chains: Fortis Hospitals-and launched a helpline number to address the issue of teenage stress. Mirinda turned their 90 million bottles into a calling card- every bottle carried the helpline number on its label. The brand also collaborated with Navneet – India’s leading notebooks manufacturer and Veer Das a popular standup comedian to create the frequent-breaks notebooks. And then help came from the most unexpected source. The Prime Minister The HRD ministry announced the reduction of the NCERT syllabus by half from 2019 Thus, releasing the pressure for students from 1st grade to the 12th grade. In just over a year, an issue that nobody was talking about went from awareness to nationwide action. CampaignDescription In 2017, Mirinda raised the issue of parental pressure due to exams into the spotlight. A year later, we went deeper. We went beyond the issue and investigated the tools through which parents put pressure on their kids. The most potent and damaging tool was constant comparison of kids by parents, uncles and aunts. Well-meaning family members compared their kids to others to motivate them. But this comparison had a deep psychological impact on the kids. It caused loss of confidence and impacted their self-esteem. Mirinda decided to become the voice of Indian teens who were constantly being compared. And thus, was born -Comparison Adds Pressure #ReleaseThePressure.