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海洋周
案例简介：为什么这项工作与PR相关？ 为了在2018世界海洋日进行对话，我们劫持了Corona自己的媒体渠道，以帮助提高人们对海洋塑料污染的认识。 通过使用大量的处决，媒体渠道和影响者，我们引起了全球关注，并在全球主要市场上成为头条新闻。最终，26.9亿赢得了媒体的印象，并实现了向世界展示当今天堂的现实的目标: 淹没在塑料中。 背景 今天，我们所知道的天堂有灭绝的危险。我们的海洋正在被塑料淹没，每年有惊人的800万公吨塑料废物倾倒入海。 作为海滩的代名词，Corona致力于保护天堂。但是现在，世界上大多数人都不知道海洋塑料污染是一个全球性问题，它影响着我们所有人。 为了让人们关心，科罗纳向我们介绍了提高全球对这一问题的认识，并 改变公众对天堂的看法从: 田园诗般的到濒临灭绝的。 为了反映这一问题的规模，我们的简报是一场全球运动，特别关注七个主要市场 :( 澳大利亚、哥伦比亚、智利、多米尼加共和国、厄瓜多尔、秘鲁、联合王国)。 描述创意 (投票20%) 我们的海洋正在被塑料淹没，但世界上大多数国家都没有意识到这个巨大的环境问题。 为了突出这个问题并让每个人都关心，我们通过将塑料放入不属于它的其他地方-从时尚到广告牌再到活动，创造了一个全球性的对话。 根据世界海洋日2018，我们劫持了天堂最具标志性的符号，包括Corona自己的品牌平台。在所有接触点 (包括大型装置，活动，Corona自己的品牌渠道，专门开发的产品，以及通过全球影响者和媒体宣传) 中，我们的 “海洋周” 活动取代了公众通常喂养的原始海滩图像，以真实状态显示天堂: 淹没在塑料中。 描述公关策略 (投票30%) 该活动的每一个要素和资产都旨在改变人们的观念，提高人们对海洋塑料污染的认识。 这是我们的活动吸引许多不同类型的消费者的关键，类似于塑料污染如何面对每个人，无处不在。利用多个平台，我们能够产生全球赢得的媒体，并最大限度地扩大活动的覆盖面，以面向全球受众-从冲浪者和海滩爱好者到城市居民和时尚界的每个人。 此外，这也是一个向消费者宣传Corona与Parley For Oceans持续合作的机会，并承诺保护2020年世界各地的100个岛屿。 描述PR执行情况 (投票20%) 在世界海洋日之前的一周，我们通过劫持Corona的OOH和DOOH来开始对话-将该品牌熟悉的天堂图像换成被塑料污染的海滩，并为该品牌的全球标语 “这就是生活” 添加了一个发人深省的问号。劫机继续在Corona的Instagram上进行，并且仅显示天堂真实污染状态的图像。 在全球主要城市，我们在高人流量地区创建了大型引人注目的装置。起初，这些类似于典型的电晕广告牌，但几天后就变成了由真正的海洋塑料制成的巨大的 “浪浪”。 我们还重新设计了经典的夏威夷衬衫图案，将塑料纳入设计。限量版衬衫使用循环塑料制成，可在线购买，所得款项捐赠给Parley for the Oceans。我们的影响者在晚间新闻中穿着它，在他们的社交频道上分享，并用它来播放WSL比赛。 列出结果 (投票30%) 必须至少包括以下两层: Corona是海洋周期间谈论最多的品牌。该活动获得了26.9亿的媒体印象，使品牌提及总数增加了13%，并推动了 #100islandsprotected终身使用的44%。 该运动煽动了头版，议程设置新闻，并在主要市场的国家电视台和报纸上播出: 澳大利亚 (澳大利亚，news.Au)，英国 (天空新闻，晚间标准)，哥伦比亚和厄瓜多尔 (La Republica，El Tiempo)，多米尼加共和国 (Chevere Nights)。 在全球范围内，超过200名影响者分享了我们的内容并产生了3000万的社交印象。 我们的限量版天堂？衬衫在几天内销售一空，并在世界各地的媒体报道中亮相。 在智利，市长Evelyn Matthei在全国范围内报道了废物浪潮之后，对Corona X Parley合作伙伴关系表示了认可。 所有这些都在努力实现我们的目标，即突出全球海洋塑料污染问题。
海洋周
案例简介：Why is this work relevant for PR? To own the conversation on World Oceans Day 2018, we hijacked Corona’s own media channels to help raise awareness for marine plastic pollution. By using a multitude of executions, media channels and influencers, we generated global attention and made headlines in key markets around the world. Ultimately garnering 2.69 billion earned media impressions and achieving our aim to show the world the reality of paradise today: drowning in plastic. Background Today, paradise as we know it is at risk of becoming extinct. Our oceans are drowning in plastic, with a staggering eight million metric tons of plastic waste dumped into the sea each year. As a brand synonymous with the beach, Corona is committed to protecting paradise. But right now, most of the world doesn’t know that marine plastic pollution is a global issue, which affects us all. To get people to care, Corona briefed us to raise global awareness of the issue and change the public’s perception of paradise from: idyllic to endangered. Reflecting the scale of the issue, our brief was a global campaign, focusing specifically on seven key markets: (Australia, Colombia, Chile. Dominican Republic, Ecuador, Peru, United Kingdom). Describe the creative idea (20% of vote) Our oceans are drowning in plastic, but most of the world is not aware of this colossal environmental issue. To highlight the issue and make everyone care, we created a global conversation by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events. Aligning with World Oceans Day 2018, we hijacked the most iconic symbols of paradise, including Corona’s own brand platform. Across all touchpoints (including, large scale installations, events, Corona’s own brand channel, specifically developed products, and via global influencers and media outreach), our ‘Oceans Week’ campaign replaced the pristine beach images the public is usually fed, with executions that show paradise in its true state: drowning in plastic. Describe the PR strategy (30% of vote) Every element and asset of the campaign was designed to change people’s perceptions and raise awareness for marine plastic pollution. It was key for our campaign to appeal to many different types of consumers, similar to how plastic pollution faces everyone, everywhere. Utilizing multiple platforms, we were able to generate global earned media and maximize the campaign’s reach to target a global audience - everyone from surfers and beach-goers, to city dwellers and the fashion world. Furthermore, it was also an opportunity to educate consumers on Corona's ongoing partnership with Parley For Oceans and commitment to protect 100 islands across the world by 2020. Describe the PR execution (20% of vote) In the week leading up to World Oceans Day, we started the conversation by hijacking Corona’s OOH and DOOH - swapping the brand’s familiar images of paradise for beaches blighted by plastic, and added a thought-provoking question mark to the brand’s global tagline ‘This is Living’. The hijack continued on Corona’s Instagram, and featured only images of paradise’s true polluted state. In key global cities, we created large attention-grabbing installations in high foot traffic areas. At first these resembled typical Corona billboards, but over a few days were transformed into gigantic ‘Waves-of-Wastes’ built from real oceans plastic. We also redesigned the classic Hawaiian Shirt pattern, including plastic into the design. Made using upcycled plastic, the limited-edition shirt was available online, with proceeds donated to Parley for the Oceans. Our influencers wore it during the evening news, shared it on their social channels, and used it to broadcast the WSL competition. List the results (30% of vote) must include at least two of the following tiers: Corona was the most talked about brand during Oceans Week. The campaign garnered 2.69 billion earned media impressions, increased total brand mentions by 13%, and drove 44% of #100islandsprotected lifetime usage. The campaign instigated front-page, agenda setting news and made it to national TV and newspapers in key markets: Australia (The Australian, News.Au), UK (Sky News, Evening Standard), Colombia and Ecuador (La Republica, El Tiempo), Dominican Republic (Chevere Nights). Globally, over 200 influencers shared our content and generated 30 million social impressions. Our limited-edition Paradise? Shirt sold out in a couple of days and was featured in media coverage all over the world. In Chile, mayor Evelyn Matthei gave her endorsement to the Corona X Parley partnership, following national coverage of the wave of waste. All of this working to achieve our aim of highlighting the issue of marine plastic pollution across the globe.
Oceans Week
案例简介：为什么这项工作与PR相关？ 为了在2018世界海洋日进行对话，我们劫持了Corona自己的媒体渠道，以帮助提高人们对海洋塑料污染的认识。 通过使用大量的处决，媒体渠道和影响者，我们引起了全球关注，并在全球主要市场上成为头条新闻。最终，26.9亿赢得了媒体的印象，并实现了向世界展示当今天堂的现实的目标: 淹没在塑料中。 背景 今天，我们所知道的天堂有灭绝的危险。我们的海洋正在被塑料淹没，每年有惊人的800万公吨塑料废物倾倒入海。 作为海滩的代名词，Corona致力于保护天堂。但是现在，世界上大多数人都不知道海洋塑料污染是一个全球性问题，它影响着我们所有人。 为了让人们关心，科罗纳向我们介绍了提高全球对这一问题的认识，并 改变公众对天堂的看法从: 田园诗般的到濒临灭绝的。 为了反映这一问题的规模，我们的简报是一场全球运动，特别关注七个主要市场 :( 澳大利亚、哥伦比亚、智利、多米尼加共和国、厄瓜多尔、秘鲁、联合王国)。 描述创意 (投票20%) 我们的海洋正在被塑料淹没，但世界上大多数国家都没有意识到这个巨大的环境问题。 为了突出这个问题并让每个人都关心，我们通过将塑料放入不属于它的其他地方-从时尚到广告牌再到活动，创造了一个全球性的对话。 根据世界海洋日2018，我们劫持了天堂最具标志性的符号，包括Corona自己的品牌平台。在所有接触点 (包括大型装置，活动，Corona自己的品牌渠道，专门开发的产品，以及通过全球影响者和媒体宣传) 中，我们的 “海洋周” 活动取代了公众通常喂养的原始海滩图像，以真实状态显示天堂: 淹没在塑料中。 描述公关策略 (投票30%) 该活动的每一个要素和资产都旨在改变人们的观念，提高人们对海洋塑料污染的认识。 这是我们的活动吸引许多不同类型的消费者的关键，类似于塑料污染如何面对每个人，无处不在。利用多个平台，我们能够产生全球赢得的媒体，并最大限度地扩大活动的覆盖面，以面向全球受众-从冲浪者和海滩爱好者到城市居民和时尚界的每个人。 此外，这也是一个向消费者宣传Corona与Parley For Oceans持续合作的机会，并承诺保护2020年世界各地的100个岛屿。 描述PR执行情况 (投票20%) 在世界海洋日之前的一周，我们通过劫持Corona的OOH和DOOH来开始对话-将该品牌熟悉的天堂图像换成被塑料污染的海滩，并为该品牌的全球标语 “这就是生活” 添加了一个发人深省的问号。劫机继续在Corona的Instagram上进行，并且仅显示天堂真实污染状态的图像。 在全球主要城市，我们在高人流量地区创建了大型引人注目的装置。起初，这些类似于典型的电晕广告牌，但几天后就变成了由真正的海洋塑料制成的巨大的 “浪浪”。 我们还重新设计了经典的夏威夷衬衫图案，将塑料纳入设计。限量版衬衫使用循环塑料制成，可在线购买，所得款项捐赠给Parley for the Oceans。我们的影响者在晚间新闻中穿着它，在他们的社交频道上分享，并用它来播放WSL比赛。 列出结果 (投票30%) 必须至少包括以下两层: Corona是海洋周期间谈论最多的品牌。该活动获得了26.9亿的媒体印象，使品牌提及总数增加了13%，并推动了 #100islandsprotected终身使用的44%。 该运动煽动了头版，议程设置新闻，并在主要市场的国家电视台和报纸上播出: 澳大利亚 (澳大利亚，news.Au)，英国 (天空新闻，晚间标准)，哥伦比亚和厄瓜多尔 (La Republica，El Tiempo)，多米尼加共和国 (Chevere Nights)。 在全球范围内，超过200名影响者分享了我们的内容并产生了3000万的社交印象。 我们的限量版天堂？衬衫在几天内销售一空，并在世界各地的媒体报道中亮相。 在智利，市长Evelyn Matthei在全国范围内报道了废物浪潮之后，对Corona X Parley合作伙伴关系表示了认可。 所有这些都在努力实现我们的目标，即突出全球海洋塑料污染问题。
Oceans Week
案例简介：Why is this work relevant for PR? To own the conversation on World Oceans Day 2018, we hijacked Corona’s own media channels to help raise awareness for marine plastic pollution. By using a multitude of executions, media channels and influencers, we generated global attention and made headlines in key markets around the world. Ultimately garnering 2.69 billion earned media impressions and achieving our aim to show the world the reality of paradise today: drowning in plastic. Background Today, paradise as we know it is at risk of becoming extinct. Our oceans are drowning in plastic, with a staggering eight million metric tons of plastic waste dumped into the sea each year. As a brand synonymous with the beach, Corona is committed to protecting paradise. But right now, most of the world doesn’t know that marine plastic pollution is a global issue, which affects us all. To get people to care, Corona briefed us to raise global awareness of the issue and change the public’s perception of paradise from: idyllic to endangered. Reflecting the scale of the issue, our brief was a global campaign, focusing specifically on seven key markets: (Australia, Colombia, Chile. Dominican Republic, Ecuador, Peru, United Kingdom). Describe the creative idea (20% of vote) Our oceans are drowning in plastic, but most of the world is not aware of this colossal environmental issue. To highlight the issue and make everyone care, we created a global conversation by putting plastic into other places it doesn’t belong – everywhere from fashion to billboards to events. Aligning with World Oceans Day 2018, we hijacked the most iconic symbols of paradise, including Corona’s own brand platform. Across all touchpoints (including, large scale installations, events, Corona’s own brand channel, specifically developed products, and via global influencers and media outreach), our ‘Oceans Week’ campaign replaced the pristine beach images the public is usually fed, with executions that show paradise in its true state: drowning in plastic. Describe the PR strategy (30% of vote) Every element and asset of the campaign was designed to change people’s perceptions and raise awareness for marine plastic pollution. It was key for our campaign to appeal to many different types of consumers, similar to how plastic pollution faces everyone, everywhere. Utilizing multiple platforms, we were able to generate global earned media and maximize the campaign’s reach to target a global audience - everyone from surfers and beach-goers, to city dwellers and the fashion world. Furthermore, it was also an opportunity to educate consumers on Corona's ongoing partnership with Parley For Oceans and commitment to protect 100 islands across the world by 2020. Describe the PR execution (20% of vote) In the week leading up to World Oceans Day, we started the conversation by hijacking Corona’s OOH and DOOH - swapping the brand’s familiar images of paradise for beaches blighted by plastic, and added a thought-provoking question mark to the brand’s global tagline ‘This is Living’. The hijack continued on Corona’s Instagram, and featured only images of paradise’s true polluted state. In key global cities, we created large attention-grabbing installations in high foot traffic areas. At first these resembled typical Corona billboards, but over a few days were transformed into gigantic ‘Waves-of-Wastes’ built from real oceans plastic. We also redesigned the classic Hawaiian Shirt pattern, including plastic into the design. Made using upcycled plastic, the limited-edition shirt was available online, with proceeds donated to Parley for the Oceans. Our influencers wore it during the evening news, shared it on their social channels, and used it to broadcast the WSL competition. List the results (30% of vote) must include at least two of the following tiers: Corona was the most talked about brand during Oceans Week. The campaign garnered 2.69 billion earned media impressions, increased total brand mentions by 13%, and drove 44% of #100islandsprotected lifetime usage. The campaign instigated front-page, agenda setting news and made it to national TV and newspapers in key markets: Australia (The Australian, News.Au), UK (Sky News, Evening Standard), Colombia and Ecuador (La Republica, El Tiempo), Dominican Republic (Chevere Nights). Globally, over 200 influencers shared our content and generated 30 million social impressions. Our limited-edition Paradise? Shirt sold out in a couple of days and was featured in media coverage all over the world. In Chile, mayor Evelyn Matthei gave her endorsement to the Corona X Parley partnership, following national coverage of the wave of waste. All of this working to achieve our aim of highlighting the issue of marine plastic pollution across the globe.
海洋周
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Oceans Week
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