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酷不吸烟
案例简介：战略 目标群体是 14-2 岁的年轻人，如果我们从经典的媒体运动开始，年轻人可能会忽略这项运动。他们对恐吓战术和组织告诉他们辞职免疫。所以我们必须以另一种方式做事; 通过积极和推动他们。我们从一个秘密的社会实验开始，利用名人和影响者来吸引目标群体和媒体的关注。年轻人会在社交媒体上看到他们的偶像和棒棒糖，如果有足够多的名人参与进来，尤其是八卦媒体会报道这一趋势。这项运动将在新闻稿中向所有主要新闻机构披露，直到我们得到目标群体的关注，我们才能发布一场冷静而微妙的全国媒体运动。此外，学校媒体 (海报、传单等) 被用来确保学生有更高的影响力。 概要 尽管每个人都知道吸烟是危险的，但在过去的 20 年里，丹麦年轻吸烟者的数量并没有显著变化。事实上，偶尔吸烟的年轻人的数量实际上有所增加(偶尔吸烟者是那些主要在社交场合吸烟的人，他们经常变成经常吸烟的人)。私人组织丹麦癌症协会要求我们创造一个概念，让年轻人考虑戒烟 -- 或者根本不开始。主要的丹麦癌症协会的目标是: 让 10% 的目标群体考虑吸烟是否真的很酷。获取目标群体的 50%，以查找相关的活动信息。得到一个广告喜欢 50%。让 7,500 人下载一个应用程序 (可以帮助你戒烟)。 相关性 这是一场反吸烟运动。就像这些类型的活动一样，客户在低预算和很少年轻人关心的话题上挣扎。这意味着解决方案必须在获得目标群体的认识和兴趣以及确保媒体对增加运动传播的兴趣方面具有创造性。解决方案是创建一个对象，它会脱颖而出，看起来非常不合适，目标群体必须找出发生了什么。 结果 印象: 公关: + 17 million 媒体: + 25 million 社交媒体 (无薪): + 1.1亿，平均每个丹麦人有 27 个印象 (丹麦人口: 560万) KPI 结果: -反映吸烟是否酷: 22% (目标: 10%)-找到相关信息: 79% (目标: 50%)-广告喜好: 64% (目标:50%) 应用程序下载: 2015年底前 + 10,000 (目标: 2016年底前 7,500) 新闻报道: + 150 活跃应用程序用户 (即遵循戒烟路线的用户): 大约。50% (无目标)。我们向 100 位大使发送了一封直接邮件 (棒棒糖和个性化笔记)，得到了 49 人的积极回复率 (发布棒棒糖照片的人)。因为我们不处理任何名人或影响者的社会渠道,我们所知道的是，参与的人在 Instagram 和 Facebook 上都有共同的影响力。2 磨坊。对于每个频道。 活动描述 吸烟一直被认为很酷。为什么？因为这是危险的，加上合适的人 (演员、音乐家、模特、有影响力的人)，你会看到一副很酷的表情。卷烟公司一直是 “幸运的”，因为他们从合适的人那里获得了很多免费的品牌。问题是年轻人尊敬这些名人和有影响力的人 -- 并模仿他们。所以我们决定用棒棒糖代替香烟。通过把棒棒糖放在名人的嘴里，不告诉任何人为什么，来制造关于棒棒糖的嗡嗡声。如果我们能让棒棒糖成为谈论的东西，那么我们可以说明为什么很多人开始吸烟。因为; 嘿，如果你嘴里拿着棒棒糖看起来和香烟一样酷, 那么，与众不同的不是香烟 -- 而是你是谁。因此，你可以 “不吸烟很酷”。 执行 它始于由天然成分和不添加糖制成的手工棒棒糖的生产。然后我们在音乐节上、时尚杂志上、音乐视频中放置/播种棒棒糖。之后，我们直接向 100 名人和影响者发送邮件。DM 解释了这个想法，为每个收件人提供了一条个性化的手写信息，并有 50 条 3 种不同口味的棒棒糖。他们现在开始只使用 # slikkepind (# lollipop) 在社交渠道上发布图片我们达到了媒体开始报道这个故事的关键社会影响数字 -- 问为什么棒棒糖是一种趋势？! 现在丹麦癌症协会开始就这项运动进行公关，我们发起了一项全国性的综合运动，13 am 名 bassadors 用棒棒糖看起来很酷。最后，在第二步添加了一个战术元素，一个 “下载应用程序” CTA 来帮助吸烟者 qu它。
酷不吸烟
案例简介：Strategy The target group was young people aged 14-25.If we started with a classic media campaign young people would probably just ignore the campaign. They are immune to scare tactics and organizations telling them to quit. So we had to do things in another way; by being positive and nudging them.We started with a secret social experiment using the celebrities and influencers to get the attention of both the target group and the press. Young people would see their idols with lollipops in social media and especially gossip media would cover the trend if enough celebrities got involved. The campaign would be revealed in press releases to all major news outlets and not until we had the attention of the target group would we able to release a cool and subtle national media campaign. In addition, school media (posters, flyers etc.) were used to ensure a higher reach among students. Synopsis Despite the fact that everyone knows smoking is dangerous there has not been a significant change in the number of young smokers in Denmark in the past 20 years. In fact, the number of young occasional smokers has actually increased (occasional smokers are those who mainly smoke in social situations – and who often turn into regular smokers).We were asked by the privately owned organisation The Danish Cancer Society to create a concept that would get young people to think about quitting smoking – or not start at all.The main objectives of The Danish Cancer Society were: Get 10% of the target group to consider whether smoking is actually cool.Get 50% of the target group to find the campaign message relevant.Get an ad liking of 50%.And get 7,500 persons to download an app (that can help you quit smoking). Relevancy This is an anti-smoking campaign. As is often the case with these types of campaigns the client is struggling with both low budgets and a topic that very few young people care about. This meant that the solution had to be creative both in terms of getting awareness and interest from the target group and in terms of ensuring interest from the media to increase the spread of the campaign. The solution was creating an object that would stand out and appear so much out of place that the target group had to find out what was happening. Outcome Impressions:PR: +17 millionMedia: +25 millionSocial media (UNPAID): +110 million That is an average of 27 impressions per Dane (Population in Denmark: 5.6 million)KPI results:- Reflecting whether smoking is cool: 22% (target: 10%)- Found the message relevant: 79% (target: 50%)- Ad liking: 64% (target: 50%)App downloads: +10,000 by end of 2015 (target: 7,500 by end of 2016)Press stories: +150Active app users (i.e. users who are following a quit smoking track): Approx. 50% (no target).We sent a direct mail (lollipops and personalized notes) to 100 ambassadors and got a positive response rate (= persons posting pictures of themselves with lollipops) of 49.Since we do not handle any of the celebrities’ or influencers’ social channels, all we know is that of the ones participating there was a combined reach on both Instagram and Facebook of approx. 2 mill. for each channel. Campaign Description Smoking has always been considered cool. Why? Because it is dangerous and combined with the right people (actors, musicians, models, influencers) you get a look that screams cool. And cigarette companies have been “lucky” in the sense that they got a lot of free branding from the right people. The problem is that young people look up to these celebrities and influencers - and imitate them. So we decided to replace cigarettes with lollipops. Create buzz about lollipops by placing them in the mouths of celebrities and not telling anyone why. If we could make lollipops something to talk about then we could illustrate why a lot of people start smoking. Because; Hey, if you can look just as cool with a lollipop in your mouth as you can with a cigarette, then it is not the cigarette that makes the difference – it is who you are. Hence, you can be "cool without smoking". Execution It started with the production of handmade lollipops made from natural ingredients and no added sugar.Then we placed/seeded the lollipops at music festivals, in fashion magazines, in a music video etc. After this we sent direct mails to 100 celebrities and influencers. The DM explained the idea, had a personalized handwritten message for each recipient and 50 lollipops in 3 different flavours. They now started posting pictures on their social channels using only #slikkepind (#lollipop) and we reached the critical social reach numbers where the press started covering the story - asking why lollipops were a trend?!Now The Danish Cancer Society started doing PR about the campaign and we launched a nationwide integrated campaign featuring 13 ambassadors looking cool with a lollipop. Celebrity social posts kept the buzz going.Finally, a tactical element was added in step 2 with a "download app" CTA to help the smokers quit.
Cool Without Smoking
案例简介：战略 目标群体是 14-2 岁的年轻人，如果我们从经典的媒体运动开始，年轻人可能会忽略这项运动。他们对恐吓战术和组织告诉他们辞职免疫。所以我们必须以另一种方式做事; 通过积极和推动他们。我们从一个秘密的社会实验开始，利用名人和影响者来吸引目标群体和媒体的关注。年轻人会在社交媒体上看到他们的偶像和棒棒糖，如果有足够多的名人参与进来，尤其是八卦媒体会报道这一趋势。这项运动将在新闻稿中向所有主要新闻机构披露，直到我们得到目标群体的关注，我们才能发布一场冷静而微妙的全国媒体运动。此外，学校媒体 (海报、传单等) 被用来确保学生有更高的影响力。 概要 尽管每个人都知道吸烟是危险的，但在过去的 20 年里，丹麦年轻吸烟者的数量并没有显著变化。事实上，偶尔吸烟的年轻人的数量实际上有所增加(偶尔吸烟者是那些主要在社交场合吸烟的人，他们经常变成经常吸烟的人)。私人组织丹麦癌症协会要求我们创造一个概念，让年轻人考虑戒烟 -- 或者根本不开始。主要的丹麦癌症协会的目标是: 让 10% 的目标群体考虑吸烟是否真的很酷。获取目标群体的 50%，以查找相关的活动信息。得到一个广告喜欢 50%。让 7,500 人下载一个应用程序 (可以帮助你戒烟)。 相关性 这是一场反吸烟运动。就像这些类型的活动一样，客户在低预算和很少年轻人关心的话题上挣扎。这意味着解决方案必须在获得目标群体的认识和兴趣以及确保媒体对增加运动传播的兴趣方面具有创造性。解决方案是创建一个对象，它会脱颖而出，看起来非常不合适，目标群体必须找出发生了什么。 结果 印象: 公关: + 17 million 媒体: + 25 million 社交媒体 (无薪): + 1.1亿，平均每个丹麦人有 27 个印象 (丹麦人口: 560万) KPI 结果: -反映吸烟是否酷: 22% (目标: 10%)-找到相关信息: 79% (目标: 50%)-广告喜好: 64% (目标:50%) 应用程序下载: 2015年底前 + 10,000 (目标: 2016年底前 7,500) 新闻报道: + 150 活跃应用程序用户 (即遵循戒烟路线的用户): 大约。50% (无目标)。我们向 100 位大使发送了一封直接邮件 (棒棒糖和个性化笔记)，得到了 49 人的积极回复率 (发布棒棒糖照片的人)。因为我们不处理任何名人或影响者的社会渠道,我们所知道的是，参与的人在 Instagram 和 Facebook 上都有共同的影响力。2 磨坊。对于每个频道。 活动描述 吸烟一直被认为很酷。为什么？因为这是危险的，加上合适的人 (演员、音乐家、模特、有影响力的人)，你会看到一副很酷的表情。卷烟公司一直是 “幸运的”，因为他们从合适的人那里获得了很多免费的品牌。问题是年轻人尊敬这些名人和有影响力的人 -- 并模仿他们。所以我们决定用棒棒糖代替香烟。通过把棒棒糖放在名人的嘴里，不告诉任何人为什么，来制造关于棒棒糖的嗡嗡声。如果我们能让棒棒糖成为谈论的东西，那么我们可以说明为什么很多人开始吸烟。因为; 嘿，如果你嘴里拿着棒棒糖看起来和香烟一样酷, 那么，与众不同的不是香烟 -- 而是你是谁。因此，你可以 “不吸烟很酷”。 执行 它始于由天然成分和不添加糖制成的手工棒棒糖的生产。然后我们在音乐节上、时尚杂志上、音乐视频中放置/播种棒棒糖。之后，我们直接向 100 名人和影响者发送邮件。DM 解释了这个想法，为每个收件人提供了一条个性化的手写信息，并有 50 条 3 种不同口味的棒棒糖。他们现在开始只使用 # slikkepind (# lollipop) 在社交渠道上发布图片我们达到了媒体开始报道这个故事的关键社会影响数字 -- 问为什么棒棒糖是一种趋势？! 现在丹麦癌症协会开始就这项运动进行公关，我们发起了一项全国性的综合运动，13 am 名 bassadors 用棒棒糖看起来很酷。最后，在第二步添加了一个战术元素，一个 “下载应用程序” CTA 来帮助吸烟者 qu它。
Cool Without Smoking
案例简介：Strategy The target group was young people aged 14-25.If we started with a classic media campaign young people would probably just ignore the campaign. They are immune to scare tactics and organizations telling them to quit. So we had to do things in another way; by being positive and nudging them.We started with a secret social experiment using the celebrities and influencers to get the attention of both the target group and the press. Young people would see their idols with lollipops in social media and especially gossip media would cover the trend if enough celebrities got involved. The campaign would be revealed in press releases to all major news outlets and not until we had the attention of the target group would we able to release a cool and subtle national media campaign. In addition, school media (posters, flyers etc.) were used to ensure a higher reach among students. Synopsis Despite the fact that everyone knows smoking is dangerous there has not been a significant change in the number of young smokers in Denmark in the past 20 years. In fact, the number of young occasional smokers has actually increased (occasional smokers are those who mainly smoke in social situations – and who often turn into regular smokers).We were asked by the privately owned organisation The Danish Cancer Society to create a concept that would get young people to think about quitting smoking – or not start at all.The main objectives of The Danish Cancer Society were: Get 10% of the target group to consider whether smoking is actually cool.Get 50% of the target group to find the campaign message relevant.Get an ad liking of 50%.And get 7,500 persons to download an app (that can help you quit smoking). Relevancy This is an anti-smoking campaign. As is often the case with these types of campaigns the client is struggling with both low budgets and a topic that very few young people care about. This meant that the solution had to be creative both in terms of getting awareness and interest from the target group and in terms of ensuring interest from the media to increase the spread of the campaign. The solution was creating an object that would stand out and appear so much out of place that the target group had to find out what was happening. Outcome Impressions:PR: +17 millionMedia: +25 millionSocial media (UNPAID): +110 million That is an average of 27 impressions per Dane (Population in Denmark: 5.6 million)KPI results:- Reflecting whether smoking is cool: 22% (target: 10%)- Found the message relevant: 79% (target: 50%)- Ad liking: 64% (target: 50%)App downloads: +10,000 by end of 2015 (target: 7,500 by end of 2016)Press stories: +150Active app users (i.e. users who are following a quit smoking track): Approx. 50% (no target).We sent a direct mail (lollipops and personalized notes) to 100 ambassadors and got a positive response rate (= persons posting pictures of themselves with lollipops) of 49.Since we do not handle any of the celebrities’ or influencers’ social channels, all we know is that of the ones participating there was a combined reach on both Instagram and Facebook of approx. 2 mill. for each channel. Campaign Description Smoking has always been considered cool. Why? Because it is dangerous and combined with the right people (actors, musicians, models, influencers) you get a look that screams cool. And cigarette companies have been “lucky” in the sense that they got a lot of free branding from the right people. The problem is that young people look up to these celebrities and influencers - and imitate them. So we decided to replace cigarettes with lollipops. Create buzz about lollipops by placing them in the mouths of celebrities and not telling anyone why. If we could make lollipops something to talk about then we could illustrate why a lot of people start smoking. Because; Hey, if you can look just as cool with a lollipop in your mouth as you can with a cigarette, then it is not the cigarette that makes the difference – it is who you are. Hence, you can be "cool without smoking". Execution It started with the production of handmade lollipops made from natural ingredients and no added sugar.Then we placed/seeded the lollipops at music festivals, in fashion magazines, in a music video etc. After this we sent direct mails to 100 celebrities and influencers. The DM explained the idea, had a personalized handwritten message for each recipient and 50 lollipops in 3 different flavours. They now started posting pictures on their social channels using only #slikkepind (#lollipop) and we reached the critical social reach numbers where the press started covering the story - asking why lollipops were a trend?!Now The Danish Cancer Society started doing PR about the campaign and we launched a nationwide integrated campaign featuring 13 ambassadors looking cool with a lollipop. Celebrity social posts kept the buzz going.Finally, a tactical element was added in step 2 with a "download app" CTA to help the smokers quit.
酷不吸烟
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Cool Without Smoking
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