本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
熔毁
案例简介：描述客户的简报: AICMED 是一个专注于环境保护的非政府组织，它希望在我们这个星球的未来公民 -- 儿童中传播关于全球变暖危险的意识。他们希望针对加尔各答的学校，交流具有参与性和互动性。 描述促销如何从概念发展到实施: 学童的典型行为激发了这个想法。暑假课后，孩子们总是争先恐后地去买冰淇淋。我们与 Rollick 冰淇淋合作制作了特殊的冰糖。我们在冰淇淋棒上蚀刻了没有生命的极地生物的图像，并在学校分发。随着热量融化了冰，毫无生气的极地生物被发现了。这伴随着一个鲜明的信息: “当极地冰融化时，它们就会死亡。停止全球变暖。”孩子们被引导到 www.aicmedindia.org，了解应对全球变暖的措施。他们还收到了作为志愿者加入该倡议的邀请。 描述客户和消费者的成功促销，包括一些可量化的结果: 91% 的参与儿童发誓要防止全球变暖。该网站收到超过 10,000 次点击。超过 300 名儿童作为夏季志愿者加入了 AICMED。志愿者走上街头，向行人传播对全球变暖的认识。 解释为什么促销方法与产品或服务最相关: 面临的挑战是如何使冰盖的融化与印度加尔各答等热带地区的儿童相关。冰淇淋似乎是用一种简单而吸引人的方式来做到这一点的最引人注目的媒介。这是一个令人惊讶的演示，让孩子们立即对这个问题产生了共鸣。
熔毁
案例简介：Describe the brief from the client: AICMED, an NGO with a focus on environmental preservation, wanted to spread awareness among children, the future citizens of our planet, about the perils of global warming. They wanted to target schools in Calcutta and the communication to be participative and interactive in nature. Describe how the promotion developed from concept to implementation: A typical behaviour of school children inspired the idea. After summer classes, children invariably rush to get ice cream. We created special ice candies in partnership with Rollick Ice Cream. We etched images of lifeless polar creatures on the ice cream sticks and distributed them at schools. As the heat melted the ice, the lifeless polar creatures got revealed. This was accompanied by a stark message: “When polar ice melts, they die. Stop global warming.” The children were directed to www.aicmedindia.org with information about steps to fight global warming. They also got an invitation to join the initiative as volunteers. Describe the success of the promotion with both client and consumer including some quantifiable results: 91% of all participating children vowed to prevent global warming. The website received over 10,000 hits. Over 300 children joined AICMED as summer volunteers. The volunteers took to the streets to spread awareness among pedestrians about the do's and don'ts of global warming. Explain why the method of promotion was most relevant to the product or service: The challenge was to make the melting of ice caps relevant to children in a tropical part of India such as Calcutta. An ice cream seemed the most compelling medium to do this in a simple and engaging way. It was a demonstration that had an element of surprise and made children empathise with the issue immediately.
Meltdown
案例简介：描述客户的简报: AICMED 是一个专注于环境保护的非政府组织，它希望在我们这个星球的未来公民 -- 儿童中传播关于全球变暖危险的意识。他们希望针对加尔各答的学校，交流具有参与性和互动性。 描述促销如何从概念发展到实施: 学童的典型行为激发了这个想法。暑假课后，孩子们总是争先恐后地去买冰淇淋。我们与 Rollick 冰淇淋合作制作了特殊的冰糖。我们在冰淇淋棒上蚀刻了没有生命的极地生物的图像，并在学校分发。随着热量融化了冰，毫无生气的极地生物被发现了。这伴随着一个鲜明的信息: “当极地冰融化时，它们就会死亡。停止全球变暖。”孩子们被引导到 www.aicmedindia.org，了解应对全球变暖的措施。他们还收到了作为志愿者加入该倡议的邀请。 描述客户和消费者的成功促销，包括一些可量化的结果: 91% 的参与儿童发誓要防止全球变暖。该网站收到超过 10,000 次点击。超过 300 名儿童作为夏季志愿者加入了 AICMED。志愿者走上街头，向行人传播对全球变暖的认识。 解释为什么促销方法与产品或服务最相关: 面临的挑战是如何使冰盖的融化与印度加尔各答等热带地区的儿童相关。冰淇淋似乎是用一种简单而吸引人的方式来做到这一点的最引人注目的媒介。这是一个令人惊讶的演示，让孩子们立即对这个问题产生了共鸣。
Meltdown
案例简介：Describe the brief from the client: AICMED, an NGO with a focus on environmental preservation, wanted to spread awareness among children, the future citizens of our planet, about the perils of global warming. They wanted to target schools in Calcutta and the communication to be participative and interactive in nature. Describe how the promotion developed from concept to implementation: A typical behaviour of school children inspired the idea. After summer classes, children invariably rush to get ice cream. We created special ice candies in partnership with Rollick Ice Cream. We etched images of lifeless polar creatures on the ice cream sticks and distributed them at schools. As the heat melted the ice, the lifeless polar creatures got revealed. This was accompanied by a stark message: “When polar ice melts, they die. Stop global warming.” The children were directed to www.aicmedindia.org with information about steps to fight global warming. They also got an invitation to join the initiative as volunteers. Describe the success of the promotion with both client and consumer including some quantifiable results: 91% of all participating children vowed to prevent global warming. The website received over 10,000 hits. Over 300 children joined AICMED as summer volunteers. The volunteers took to the streets to spread awareness among pedestrians about the do's and don'ts of global warming. Explain why the method of promotion was most relevant to the product or service: The challenge was to make the melting of ice caps relevant to children in a tropical part of India such as Calcutta. An ice cream seemed the most compelling medium to do this in a simple and engaging way. It was a demonstration that had an element of surprise and made children empathise with the issue immediately.
熔毁
暂无简介
Meltdown
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
