Substitute workers|微电影|广告营销案例【ADGuider广告指南】

替代工人

案例简介：为什么这项工作与公关相关？我们做了一个难以想象的口口相传的想法，没人能预料到。许多人决定在我们的视频中发送简历 (CV)，说他们很想在Laive工作。除此之外，很多人说这个动作是假的，在我们回答之前，我们的工人回答我们说: “嘿，我的替补是我看比赛的原因，所以别管它了。” 他们保护了莱夫。背景 36年后，秘鲁重返世界杯。人们发疯了，有些人甚至卖掉汽车只是为了旅行，第一次看到他们的国家队与世界对抗。对于那些留下来的人来说，问题是，由于时区的变化，比赛是在劳动日和劳动时间进行的。我们被要求为世界杯做一个想法，在这个想法中，我们展示了莱夫的口号 “活得更多” (Vive m á s)。因此，目标是做一些事情，但有所不同，因为几乎每个品牌都已经有电视广告或其他东西。描述创意 (投票20%) 这个想法是由来自没有资格参加世界杯并居住在秘鲁的国家的外国人组成的第一个阵容。一支在那些比赛中没有任何事情可做的球队，除了替换莱夫工厂里所有应该留在生产线上的秘鲁人，让工厂在其他人观看比赛的同时继续前进。一份不能分心的工作，因为他们会受伤。在秘鲁，这是一个没人能忽略的想法，因为每个人都有一段时间因为工作而无法观看比赛的噩梦。只是…… 大多数人找到了一种日常工厂无法做到的方法。描述公关策略 (投票30%) 秘鲁的每个人都感到害怕遇到一个问题，不会让他们观看比赛，这会使他们远离世界杯秘鲁的梦想，这就是我们的见解。这不是一种生活更多的方式，这违背了我们的信息，违背了我们的目的; 所以为什么不想办法在我们自己的公司中实现我们的信息，让我们的工人在不破坏我们的生产的情况下实现他们的梦想。这就是为什么我们有两个观众: 我们的工人，作为这个想法的接受者，那些实现了他们梦想的人; 以及秘鲁人，他们有机会看到莱夫的人们实现了他们的梦想，我们不知道其他工厂发生了什么，但是在这里我们生活得更多，我们保持我们的产品很棒。描述PR执行 (投票20%) 我们做的第一件事是雇佣了一名头目，招募有特殊需求的人，比如: “没有资格参加世界杯的国家”。我们把他们带到工厂后，我们用他们的替代品给我们的工人带来惊喜，同时我们记录一切。我们跑了一整天来完成视频，并在游戏结束后立即将其放在Facebook上，从那一刻起，评论就来了。我们庆祝好的，当我们思考如何处理关于其真实性的不良评论时，我们的员工开始分享和回答一切。他们告诉所有人，这个动作是真实的，因此他们观看了WC。之后，人们开始在视频中向我们询问工作机会，因此我们打开了提交链接。他们想在一家真正希望你活得更多的公司工作。列出结果 (投票30%)，必须至少包括以下两个层: 第一周超过700k的观看次数超过2，500万印象在第一周首周逾千股 + 20份来自秘鲁人和外国人的意外简历 40名Laive工人代替了比赛并实现了自己的梦想雇用40名外国人参加奥运会经过36年的等待，整个工厂欢呼雀跃请告诉我们激发您竞选活动的社会行为和/或文化见解 36年没有世界杯…… 我们谈论的是许多世代从未在这些专辑和比赛中见过自己的国家，这一代人为我们的足球而流汗。当我们最终分类时，几代人像疯狂的人一样尖叫，而几代人又出汗了…… 但是当他们意识到由于时区而改变时间表时，他们感到恐惧，这使第一轮比赛在工作日和小时内进行。就在那时，我们问自己的人谁不能逃避工作或在电话上观看？那是一个工厂工人，因为这很危险，工厂不能停止一些没有计划的事情。

替代工人

案例简介：Why is this work relevant for PR? We did an unimaginable Word to Mouth idea that nobody was expecting. Many people decided to send their Resumes (CV) in our video, saying they would love to work in Laive. Besides that, a lot of people said that the action was fake, and before we could answer, our workers replied for us saying “Hey, my substitute is the reason why I watched the match, so leave it.” They protected Laive. Background After 36 years, Perú was back in the world cup. People went crazy, some even sold their cars just to travel and see their national team for the first time against the world. For the ones who stayed, the thing was that, because of the time zone change, the matches were on labour days and hours. We were asked to make an idea for the world cup in which we demonstrate Laive’s Slogan “Live More” (Vive Más). So, the objective was to do something, but different, since almost every brand had already a TV commercial or something. Describe the creative idea (20% of vote) The idea was to make the first line up ever, made by foreigners from countries that didn’t qualify to the World Cup and live in Peru. A team that don’t have anything to do during those matches, except to replace every Peruvian in Laive’s Factory that was supposed to stay in the production line to keep the factory going while the rest of them watch the matches. A job that can’t have any distraction since they can get hurt. This was an idea nobody could ignore in Peru, since everyone had for a moment that nightmare of not being able to watch the matches because of their job. Only that… most of the people found a way that a daily factory couldn’t. Describe the PR strategy (30% of vote) Everyone in Peru feel the fear of having a problem that wouldn’t let them watch the matches, that would keep them away from their dream of Peru in a World Cup, this is our insight. And this is not a way to Live More, this goes against our message, against our purpose; so why not think a way to materialize our message in our own company and let our workers live their dream without destroying our production. That’s why we had two audiences: our workers, as the receivers of the idea, the ones who lived their dream; and Peruvians who had the chance to see that people in Laive lived their dreams, we don’t know what happened in the other factories, but here we live more, and we keep our products great. Describe the PR execution (20% of vote) The first thing we did was to hired a Head Haunter to recruit people with specific needs like: “countries that didn’t qualify to the World Cup”. We took them to the factory after their capacitation and surprise our workers with their substitutes while we record everything. We run for an entire day to finish the video and put it on Facebook as soon as the games ended, from that moment, the comments came. We celebrate the good ones, and while we think what to do with the bad comments about its authenticity, our employees start sharing and answering everything. They told everyone that this action was real and that they watched the WC because of it. After that, people start asking us in the video for job opportunities, so we opened a link for submissions. They want to work in a company that really wants you to live more. List the results (30% of vote) must include at least two of the following tiers: More than 700k views in the first weeks More than 2,5 million impressions in the first week More than a thousand shares in the first week +20 Unexpected Resumes received from Peruvians and Foreigners +40 Laive Workers replaced for the match and living their dreams +40 Foreigners hired for the games 1 Whole factory cheering after a 36 year wait Please tell us about the social behaviour and/or cultural insights that inspired your campaign 36 years without a World Cup… we are talking about many generations that have never seen their country in those albums and matches, generation that sweat and live for our futbol. Generations that screamed like crazy ones when we finally classified, and generations that sweat again… but cold from the fear when they realized that the schedule change because of the time zone would make the first-round matches be in labour days and hours. That’s when we asked our self’s who can’t escape from work or watch it on a phone? That’s a factory worker, because it’s dangerous, and the factory can’t stop with something that wasn’t planned.