Touch of Care India|海报/平面|广告营销案例【ADGuider广告指南】

印度关怀之触

案例简介：挑战的解释 (投票30%) 印度的每个人都认识维克斯。首先作为一小罐VapoRub进入市场，并成为第一咳嗽和感冒缓解品牌。该品牌已经缓解了三代人的咳嗽和感冒，是 “家庭护理” 的代名词。几十年来，维克斯一直在交流中保持这种熟悉。传递产品新闻，包裹在令人放心的温暖和熟悉的家庭生活中。到2016年，新一代进步的印度父母已经出现。与过去相反，他们童年时代的品牌现在是他们选择的最后一件事; 而是在700多个可供选择的市场中寻找看似更有效的现代品牌。在这些年轻消费者的带领下，对该品牌的情绪正在下降。 “品牌信任” 从同年的最高64% 点跌至56% 点。因此，经过多年的边际增长，Vicks开始失去市场份额。为了扭转这种下降趋势，该品牌必须与新一代印度人重新建立联系-他们对我们的深深熟悉现在已成为我们最大的弱点。我们的目标是重新点燃他们对品牌的潜在感情。恢复维克斯作为文化偶像-现代家庭生活和子孙后代的有意义的一部分。洞察力/突破性思维 (投票30%) 75年的品牌资产不能 (也不应该) 被丢弃。相反，我们重新检查了 “家庭护理”。关心 (和寻求关心) 就是做人。护理是永恒而普遍的价值-维克斯提供的护理保持不变。然而，家庭正在发展。家庭的紧密和排他性纽带是印度社会的传统基石。一个基因库，一个名字和一个地方。然而，2016年，现代印度社会的每一个转变都在挑战这个紧密的单位。个人主义，城市化，婚前同居，单身，移民劳动力，公开同性恋等。家庭的本质正在发生变化。但是我们的品牌没有。不再仅靠家庭来定义您应该照顾谁。相反，现在，谁关心您 (以及您关心谁) 定义了您将谁视为家庭。不仅仅是谁碰巧分享你的姓氏。 “家庭就是照顾的地方。” 是最初的创意简报 (附后) 中的主张。这现在使Vicks在文化中扮演了明确的角色。从怀旧家庭温暖的被动象征到塑造和加强现代家庭纽带的积极、凝聚力。保持 “家庭护理” 的拥护者，但倡导对家庭是什么的包容性新信念。创意 (投票20%) 维克斯 (Vicks) 的创造机会是庆祝护理的力量，以重新定义现代印度的家庭。这些不是我们可以创造的故事。由护理定义的家庭已经存在，但未被承认。我们的角色只是帮助他们以尊重和诚实的态度讲述自己的故事-表明我们相信每个人都应该得到关怀。 care的第一个故事探讨了单身母亲Gauri和她的养女在逆境中挣扎的感人关系-因为她是跨性别的。下一个是尼莎的。一名孤儿讲述了护理的重要性 -- 作为13亿个国家每年收养的仅有的42名特殊需要孤儿之一。这些不是广告，而是要在社交媒体上发现和共享的品牌纪录片内容。还启动了 # TouchOfCare基金以支持这些事业。结果/结果 (投票20%) (尽管听起来有些夸张) 品牌再次成为一种文化力量。 Touch of Care stories证明了该平台在印度 (及其他地区) 具有很高的话题性和显着性。第一部电影获得了3700万个视图，1.16亿个印象，第二个3140万个视图和2.436亿个跨渠道的整体范围。这两个故事都被全球媒体 (例如CNN，NBC) 所接受，产生的PR总价值为800万美元。这重新点燃了消费者与品牌的关系。 “信任” 从56% 的2016低点持续增长，达到了74% 的新高峰。该品牌的增长率显着加快，达到19% 年销售额的同比增长，这一直持续到目前。(之前销售同比增长4%)。渗透率显着增长，仅VaporRub变体就增加了超过6.5mm的家庭。市场份额增加到49% 的新高。由于Vicks的增长5% 快于其他类别。陪审团的文化/上下文信息 (150字) Gauri故事-在印度主流社会中，对跨性别者的刻画一直是刻板的，粗糙的，通常用作大声的漫画浮雕。在这部电影中，我们有史以来第一次将她描绘成一个简单的母亲和人类。这部电影在印度最高法院承认第三性别。尼莎的故事 -- 虽然印度是一个现代国家，但社会仍然被陈旧的传统和信仰所困扰。业力和轮回的概念传播了一种这样的信念-出生时残疾或生育残疾子女的人正在偿还前世的业力债务。由于这已经根深蒂固了几代人，残疾人普遍被社会排斥。特殊需要的孤儿受影响最大，很少有人收养这样的孩子。在过去的一年中，仅收养了42名特殊需要的孤儿。

印度关怀之触

案例简介：The Interpretation of the Challenge (30% of vote ) Everyone in India knows Vicks. First entering the market as a little jar of VapoRub and becoming the no.1 cough and cold relief brand. Having soothed cough and colds for three generations, the brand is synonymous with ‘Family Care’. For decades Vicks traded on this familiarity in communications; delivering product news wrapped in reassuringly warm and familiar slices of family life. By 2016, a new generation of progressive Indian Parents had emerged. Defining themselves against the past, the brand of their childhood was now the last thing they’d choose; instead seeking seemingly more effective and contemporary brands, in a market of over 700 to choose from. Sentiment towards the brand was in decline, led by these younger consumers. ‘Brand Trust’ hit a low of 56% from a high of 64% that same year. Consequently after years of marginal growth, Vicks began losing market share. To reverse this decline, the brand had to reconnect with a new generation of Indians- whose deep familiarity with us had now become our biggest weakness. Our objective was to reignite their latent affection for the brand. To reinstate Vicks as a cultural icon- a meaningful part of modern family life and for generations to come. The Insight / Breakthrough Thinking (30% of vote ) 75 years of brand equity couldn’t (and shouldn’t) be discarded. Instead, we re-examined ‘Family Care’. To care (and to seek care) is to be human. Care is a timeless and universal value- and the care Vicks provided remained unchanged. Family however, was evolving. The tight and exclusive bond of family was the traditional bedrock of Indian society. One gene-pool, one name and in one place. However by 2016, every shift in modern Indian society was challenging this tightknit unit; individualism, urbanisation, pre-marital cohabitation, singles, migrant labour forces, open homosexuality etc. The essence of family was shifting. But our brand hadn’t. No longer did family alone define who you should care for. Instead conversely, who cares for you (and who you care for) now defines who you see as family. More-so than just who happens to share your surname. “Family is where the care is.” was the proposition from the original Creative Brief (attached). This now gave Vicks a clear role in culture. From being a passive symbol of nostalgic familial warmth to an active, cohesive force in shaping and reinforcing modern family bonds. Remaining the champion of ‘Family Care’ but advocating an inclusive new belief about what family is. The Creative Idea (20% of vote ) The creative opportunity for Vicks was to celebrate the power of care to redefine what family is in modern India. These weren’t stories we could create. Families defined by care already existed but were unacknowledged. Our role was simply to help them tell their own stories with respect and honesty - demonstrating our belief that everyone deserves a Touch of Care. The first story of care explored the touching relationship of single mother Gauri and her adopted daughter struggling in the face of adversity - because she is transgender. The next was that of Nisha. An orphan who tells of the importance of care - as one of only 42 special-needs orphans adopted each year in a country of 1.3 billion. These were not adverts, they were branded documentary content to be discovered and shared exclusively in social media. The #TouchOfCare fund was also launched to support these causes. The Outcome / Results (20% of vote) (Although it sounds hyperbolic) the brand once again became a cultural force. Touch of Care stories proved the platform was highly topical and salient across India (and beyond.) The first film gained 37 million views, 116 million impressions and the second 31.4 million views and 243.6 million overall reach across channels. Both stories were picked up by media outlets worldwide (e.g. CNN, NBC), generating a combined PR value of $8m. This reignited consumers’ relationship with the brand. ‘Trust’ consistently increased from a 2016 low of 56%, reaching a new peak of 74%. The brand’s growth rate accelerated significantly to 19% YOY sales growth which has been sustained to date. (vs. 4% YOY sales growth prior). Penetration grew significantly, adding over 6.5MM households for the VaporRub variant alone. Market share increased to a new high of 49%. As a result of Vicks growing 5% faster than the rest of the category. Cultural/Context Information for the Jury (150 words) Gauri story - In Indian mainstream society, the portrayal of transgender individuals has always been stereotyped, crude and typically used as loud comic relief. In this film, for the first time ever in the country, we portrayed her as simply a mother and human being. This film aired one year prior to the Indian Supreme Court’s recognition of the rights of the third gender. Nisha story - While India is a modern nation, society is still caught up in time-worn traditions and beliefs. The concept of karma and reincarnation, propagates one such belief – people who are born disabled or bear a disabled child are repaying a karmic debt from a previous lifetime. As this has been ingrained for generations, the disabled have been generally ostracised from society. Special-needs orphans are the most affected, with few people adopting such children. In the past year, only 42 special-needs orphans were adopted.