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海的声音
案例简介：为什么这项工作与公关相关？ 公众不知道在海洋上工业捕鱼的破坏性后果，政治家们也忽略了这一点。在不到48小时的时间里，“海之声”: 来自大海的求救信号到达了10000万多人。在没有任何投资的情况下，电视频道、广播电台和国家印刷媒体锁定了这个主题。海洋守护者的信息传播和态度终于开始改变。像帕米拉 · 安德森和法国演员奥马尔 · 西这样忠诚的影响者的参与带来了国际回声，让每个人都能听到。多亏了 “海之声”，公众和舆论领袖意识到了这种紧迫性。 背景 保护海洋的非政府组织海洋守护者协会需要让公众意识到在海上工业捕鱼的后果。 因为50年来，随着我们的人口增加，我们对鱼的消费翻了一番。密集的捕鱼在世界各地造成严重破坏。被政客忽视，被游说团体最小化，情况年复一年地恶化。科学家们正在敲响警钟: 如果这种情况不改变，到2048年，海洋将会清空所有的鱼。 面对这种紧急情况，海洋守护者想创造一种电击来改变态度，让人们明白解决方案可以来自我们每个人，从我们的盘子开始。 没有媒体投资，目标是通过公关机制和单一的体验内容，在社交平台上吸引大多数人的注意力。 描述创意 (20% 的选票) 多亏了海洋守护者行动，海洋终于从沉默中浮现出来，向人类发出求救信号和求救信号。《海的声音》是一个独特声音的故事，由三十个声纳哀叹组成: 一只哈普鲸鱼，一只被拖网捕捞的海豚，或者数千条鱼被网捆绑在一起。 这个想法是为了在图片和文字通常占主导地位的社交媒体上以一种新的方式激发公众的注意力。在这里，“神秘的声音” 惊喜，滋养幻想和讨论的飞行，在不到24小时内，充斥着社交网络，然后是媒体。 一旦关于声音来自哪里的辩论开始，海洋守护者协会就揭示了它的重要性，从而提醒公众过度捕捞的危险。通过 “海之声”，海洋直接与人类对话，海洋守护者让公众可以看到和听到以前未知的暴行。 描述公关策略 (30% 的选票) 第一个目标是让人们相信大海真的发出奇怪的声音，并以绝对匿名的方式进步。 一切都是精心安排的，以使声音可听和合法。这种声音是第一次在已知的潜水地点附近播出，值得注意的是纪尧姆 · 内里 (一位法国潜水员，他是世界自由潜水双冠军，他在社交上有一个强大的社区媒体)。 从那一刻起，声音从未受到质疑。在24小时内，随着数万条评论，喜欢和转发，幻想和问题启动了机器，也通过电视，广播和印刷媒体转发: 正是我们想要的。 海洋牧羊人选择了一个合适的时机，通过传播一段视频来传达最终的答案，这段视频再次由高度忠诚的海洋牧羊人社区传达，但也由媒体和有利于这一事业的人士传达。 描述PR执行 (20% 的选票) 1. Guillaume n é ry给了这个声音最初的合法性和一个普遍的公众反响。 特定的影响者被动员起来: 海洋学家、水手、潜水员、科学家、海洋爱好者 -- 来传递纪尧姆 · 内里的帖子，增加可信度，扩大声音在社交媒体上的影响力。 2.在24小时内，声音产生了数百万的观点和评论。海洋牧羊人随后在其推特、Instagram和脸书账户上发布了一段2分钟的视频。美国海洋守护者协会、德国、西班牙、意大利和澳大利亚也同时公布了这段视频。 3.海洋守护者部署了一个大规模的公关计划在本地和国际: 电视，广播，新闻， 加强这种声音在社交网络之外的传播。 列出结果 (30% 的选票) 您必须至少包括以下两层: 仅在72小时内，并且没有媒体投资: 该行动在社交网络上被浏览了3500万多次。 • 它总计超过1.5亿媒体印象 • 海洋守护者的意识增加了25% • 在海洋守护者协会的网站和社交网络上的最佳流量表现: 操作期间为 + 150%。 影响的价值为 € 8.6美元的盈利媒体: 通过以下方式重新发布: 帕梅拉 · 安德森 O Guillaume n é ry (世界自由跳水双冠军) O Omar Sy (法国演员) O Pierre Ninet (法国演员) • 媒体: O电视观众 (TF1，M6，法国2，BFM) 由于不同的广播: 1500万法国人 O Radio (RTL，France Info) 观众7-9和12:30-下午1点新闻时段: 300万听众 O Geo / S科学 & Avenir: N ° 1户外 & 科学法国出版社。 赫芬顿邮报，巴黎比赛，费加罗，解放，巴黎人，布鲁特
海的声音
案例简介：Why is this work relevant for PR? The devastating consequences of industrial fishing on the ocean are unknown by the general public and ignored by politicians. In under 48 hours, “Sound Of Sea”: the SOS from the sea reached over 100 million people. Without any investment, TV channels, radio stations and national print media latched onto the subject. Sea Shepherd’s message spread and attitudes finally began to change. The participation of committed influencers like Pamela Anderson and the French actor Omar Sy brought an international echo making it audible to everyone. Thanks to “Sound Of Sea“, the general public and opinion leaders are aware of the urgency. Background Sea Shepherd, the NGO protecting the oceans, needs to make the general public aware of the consequences of industrial fishing on the sea. Because in 50 years our consumption of fish has doubled along with our population. Intensive fishing wreaks havoc all over the world. Neglected by politicians and minimised by lobbies, the situation is only worsening year after year. Scientists are sounding the alarm: if this situation doesn’t change, the oceans will be emptied of all fish by 2048. Faced with this emergency, Sea Shepherd wanted to create an electroshock to change attitudes and make people understand that the solution can come from each of us, starting in our plates. Without media investment, the aim is to catch the attention of the greatest number, on social platforms via a PR mechanism and singular experiential content. Describe the creative idea (20% of vote) Thanks to the Sea Shepherd operation, the ocean at last emerges from silence sending Humankind a distress call, an SOS. “Sound Of Sea” is the story of a unique sound, comprising thirty sonar laments: a harpooned whale, a dolphin caught in trawler mesh, or thousands of fish bunched together in a net. The idea is to excite the attention of the general public in a new way on social media where pictures and words usually dominate. Here the “enigmatic sound” surprises, nourishing flights of fantasy and discussions which, in under 24 hours, flood social networks then the media. Once the debate was launched about where the sound came from, Sea Shepherd revealed its significance, thus alerting the public about the dangers of overfishing. Through “Sound Of Sea,” the ocean talks directly to Humankind, and Sea Shepherd makes previously unknown atrocities visible and audible to the general public. Describe the PR strategy (30% of vote) The first ambition was to make people believe there really was a strange sound emanating from the sea and to progress in absolute anonymity. Everything was orchestrated to render the sound audible and legitimate. The sound was broadcast for the first time near known diving spots and was notably heard by Guillaume Néry (a French diver who is the world’s free diving double champion and who has a strong community on social media). From that moment, the sound was never in doubt. With several tens of thousands of comments, Likes and retweets in under 24 hours, fantasies and questions launched the machine, also relayed by TV, Radio and print media: exactly what we wanted. Sea Shepherd chose the opportune moment to deliver the final answer by spreading a video reveal, relayed again by the highly committed Sea Shepherd community, but also by the media and personalities favourable to the cause. Describe the PR execution (20% of vote) 1. Guillaume Néry gave this sound initial legitimacy and a general public echo. Specific influencers were mobilised: oceanographers, sailors, divers, scientists, sea lovers – to relay Guillaume Néry’s posts and to lend credibility and amplify the sound’s reach even more across social media. 2. In 24 hours the sound had generated millions of views and comments. Sea Shepherd then revealed the origin on its Twitter, Instagram and Facebook accounts with a 2-minute video. Sea Shepherd USA, Germany, Spain, Italy and Australia also unveiled the video simultaneously. 3. Sea Shepherd deployed a massive PR plan locally and internationally: TV, radio, press, to intensify the spread of this sound beyond social networks. List the results (30% of vote) must include at least two of the following tiers: In only 72 hours, and without media investment: • the operation was viewed more than 35 million times on social networks. • it totaled over 150 million media impressions • Sea Shepherd awareness increased by 25% • Best traffic performance on Sea Shepherd’s website and social network: + 150% during the operation. The impact is valued at €8.6 M of EARNED MEDIA: • Reposts by: o Pamela Anderson o Guillaume Néry (world’s free diving double champion) o Omar Sy (French Actor) o Pierre Ninet (French Actor) • Media: o TV audience (TF1, M6, France 2, BFM) thanks to different broadcasts: 15 million French people o Radio (RTL, France Info) audience 7-9 and 12:30-1pm news slots: 3 million listeners o Geo / Science & Avenir: N°1 Outdoor & Scientific French press. o HUFFINGTON POST, PARIS MATCH, FIGARO, LIBÉRATION, LE PARISIEN, BRUT
Sound of Sea
案例简介：为什么这项工作与公关相关？ 公众不知道在海洋上工业捕鱼的破坏性后果，政治家们也忽略了这一点。在不到48小时的时间里，“海之声”: 来自大海的求救信号到达了10000万多人。在没有任何投资的情况下，电视频道、广播电台和国家印刷媒体锁定了这个主题。海洋守护者的信息传播和态度终于开始改变。像帕米拉 · 安德森和法国演员奥马尔 · 西这样忠诚的影响者的参与带来了国际回声，让每个人都能听到。多亏了 “海之声”，公众和舆论领袖意识到了这种紧迫性。 背景 保护海洋的非政府组织海洋守护者协会需要让公众意识到在海上工业捕鱼的后果。 因为50年来，随着我们的人口增加，我们对鱼的消费翻了一番。密集的捕鱼在世界各地造成严重破坏。被政客忽视，被游说团体最小化，情况年复一年地恶化。科学家们正在敲响警钟: 如果这种情况不改变，到2048年，海洋将会清空所有的鱼。 面对这种紧急情况，海洋守护者想创造一种电击来改变态度，让人们明白解决方案可以来自我们每个人，从我们的盘子开始。 没有媒体投资，目标是通过公关机制和单一的体验内容，在社交平台上吸引大多数人的注意力。 描述创意 (20% 的选票) 多亏了海洋守护者行动，海洋终于从沉默中浮现出来，向人类发出求救信号和求救信号。《海的声音》是一个独特声音的故事，由三十个声纳哀叹组成: 一只哈普鲸鱼，一只被拖网捕捞的海豚，或者数千条鱼被网捆绑在一起。 这个想法是为了在图片和文字通常占主导地位的社交媒体上以一种新的方式激发公众的注意力。在这里，“神秘的声音” 惊喜，滋养幻想和讨论的飞行，在不到24小时内，充斥着社交网络，然后是媒体。 一旦关于声音来自哪里的辩论开始，海洋守护者协会就揭示了它的重要性，从而提醒公众过度捕捞的危险。通过 “海之声”，海洋直接与人类对话，海洋守护者让公众可以看到和听到以前未知的暴行。 描述公关策略 (30% 的选票) 第一个目标是让人们相信大海真的发出奇怪的声音，并以绝对匿名的方式进步。 一切都是精心安排的，以使声音可听和合法。这种声音是第一次在已知的潜水地点附近播出，值得注意的是纪尧姆 · 内里 (一位法国潜水员，他是世界自由潜水双冠军，他在社交上有一个强大的社区媒体)。 从那一刻起，声音从未受到质疑。在24小时内，随着数万条评论，喜欢和转发，幻想和问题启动了机器，也通过电视，广播和印刷媒体转发: 正是我们想要的。 海洋牧羊人选择了一个合适的时机，通过传播一段视频来传达最终的答案，这段视频再次由高度忠诚的海洋牧羊人社区传达，但也由媒体和有利于这一事业的人士传达。 描述PR执行 (20% 的选票) 1. Guillaume n é ry给了这个声音最初的合法性和一个普遍的公众反响。 特定的影响者被动员起来: 海洋学家、水手、潜水员、科学家、海洋爱好者 -- 来传递纪尧姆 · 内里的帖子，增加可信度，扩大声音在社交媒体上的影响力。 2.在24小时内，声音产生了数百万的观点和评论。海洋牧羊人随后在其推特、Instagram和脸书账户上发布了一段2分钟的视频。美国海洋守护者协会、德国、西班牙、意大利和澳大利亚也同时公布了这段视频。 3.海洋守护者部署了一个大规模的公关计划在本地和国际: 电视，广播，新闻， 加强这种声音在社交网络之外的传播。 列出结果 (30% 的选票) 您必须至少包括以下两层: 仅在72小时内，并且没有媒体投资: 该行动在社交网络上被浏览了3500万多次。 • 它总计超过1.5亿媒体印象 • 海洋守护者的意识增加了25% • 在海洋守护者协会的网站和社交网络上的最佳流量表现: 操作期间为 + 150%。 影响的价值为 € 8.6美元的盈利媒体: 通过以下方式重新发布: 帕梅拉 · 安德森 O Guillaume n é ry (世界自由跳水双冠军) O Omar Sy (法国演员) O Pierre Ninet (法国演员) • 媒体: O电视观众 (TF1，M6，法国2，BFM) 由于不同的广播: 1500万法国人 O Radio (RTL，France Info) 观众7-9和12:30-下午1点新闻时段: 300万听众 O Geo / S科学 & Avenir: N ° 1户外 & 科学法国出版社。 赫芬顿邮报，巴黎比赛，费加罗，解放，巴黎人，布鲁特
Sound of Sea
案例简介：Why is this work relevant for PR? The devastating consequences of industrial fishing on the ocean are unknown by the general public and ignored by politicians. In under 48 hours, “Sound Of Sea”: the SOS from the sea reached over 100 million people. Without any investment, TV channels, radio stations and national print media latched onto the subject. Sea Shepherd’s message spread and attitudes finally began to change. The participation of committed influencers like Pamela Anderson and the French actor Omar Sy brought an international echo making it audible to everyone. Thanks to “Sound Of Sea“, the general public and opinion leaders are aware of the urgency. Background Sea Shepherd, the NGO protecting the oceans, needs to make the general public aware of the consequences of industrial fishing on the sea. Because in 50 years our consumption of fish has doubled along with our population. Intensive fishing wreaks havoc all over the world. Neglected by politicians and minimised by lobbies, the situation is only worsening year after year. Scientists are sounding the alarm: if this situation doesn’t change, the oceans will be emptied of all fish by 2048. Faced with this emergency, Sea Shepherd wanted to create an electroshock to change attitudes and make people understand that the solution can come from each of us, starting in our plates. Without media investment, the aim is to catch the attention of the greatest number, on social platforms via a PR mechanism and singular experiential content. Describe the creative idea (20% of vote) Thanks to the Sea Shepherd operation, the ocean at last emerges from silence sending Humankind a distress call, an SOS. “Sound Of Sea” is the story of a unique sound, comprising thirty sonar laments: a harpooned whale, a dolphin caught in trawler mesh, or thousands of fish bunched together in a net. The idea is to excite the attention of the general public in a new way on social media where pictures and words usually dominate. Here the “enigmatic sound” surprises, nourishing flights of fantasy and discussions which, in under 24 hours, flood social networks then the media. Once the debate was launched about where the sound came from, Sea Shepherd revealed its significance, thus alerting the public about the dangers of overfishing. Through “Sound Of Sea,” the ocean talks directly to Humankind, and Sea Shepherd makes previously unknown atrocities visible and audible to the general public. Describe the PR strategy (30% of vote) The first ambition was to make people believe there really was a strange sound emanating from the sea and to progress in absolute anonymity. Everything was orchestrated to render the sound audible and legitimate. The sound was broadcast for the first time near known diving spots and was notably heard by Guillaume Néry (a French diver who is the world’s free diving double champion and who has a strong community on social media). From that moment, the sound was never in doubt. With several tens of thousands of comments, Likes and retweets in under 24 hours, fantasies and questions launched the machine, also relayed by TV, Radio and print media: exactly what we wanted. Sea Shepherd chose the opportune moment to deliver the final answer by spreading a video reveal, relayed again by the highly committed Sea Shepherd community, but also by the media and personalities favourable to the cause. Describe the PR execution (20% of vote) 1. Guillaume Néry gave this sound initial legitimacy and a general public echo. Specific influencers were mobilised: oceanographers, sailors, divers, scientists, sea lovers – to relay Guillaume Néry’s posts and to lend credibility and amplify the sound’s reach even more across social media. 2. In 24 hours the sound had generated millions of views and comments. Sea Shepherd then revealed the origin on its Twitter, Instagram and Facebook accounts with a 2-minute video. Sea Shepherd USA, Germany, Spain, Italy and Australia also unveiled the video simultaneously. 3. Sea Shepherd deployed a massive PR plan locally and internationally: TV, radio, press, to intensify the spread of this sound beyond social networks. List the results (30% of vote) must include at least two of the following tiers: In only 72 hours, and without media investment: • the operation was viewed more than 35 million times on social networks. • it totaled over 150 million media impressions • Sea Shepherd awareness increased by 25% • Best traffic performance on Sea Shepherd’s website and social network: + 150% during the operation. The impact is valued at €8.6 M of EARNED MEDIA: • Reposts by: o Pamela Anderson o Guillaume Néry (world’s free diving double champion) o Omar Sy (French Actor) o Pierre Ninet (French Actor) • Media: o TV audience (TF1, M6, France 2, BFM) thanks to different broadcasts: 15 million French people o Radio (RTL, France Info) audience 7-9 and 12:30-1pm news slots: 3 million listeners o Geo / Science & Avenir: N°1 Outdoor & Scientific French press. o HUFFINGTON POST, PARIS MATCH, FIGARO, LIBÉRATION, LE PARISIEN, BRUT
海的声音
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Sound of Sea
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基本信息
- 广告战役： #海洋守护者协会-网络-5d72#
- 广告品牌： 海洋守护者协会
- 发布日期： 2020
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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