BEAT FOR ME, ARGENTINA|短视频|广告营销案例【ADGuider广告指南】

为我而战，阿根廷

案例简介：描述活动/条目在一个 3分之1 的公民心脏病发作和高胆固醇的国家，一个简单的酸奶品牌能扭转这种局面吗？Vidacol 将阿根廷著名的国家纪念碑方尖碑改造成一个令人心碎的公共景点，让世界第一次看到一个国家的真实心跳。达能的降胆固醇酸奶品牌 Vidacol 意识到，心脏病在阿根廷已经达到流行程度，寿命缩短了 13 年，每 10 个人中有 4 个人面临 50 岁以上的风险。更糟糕的是，40% 的人对他们的胆固醇水平一无所知。所以 Vidacol 把这个问题放在心上，在布宜诺斯艾利斯市中心建立了一个引人注目的吸引力，向全国展示他们的心是相连的 -- 并将生命注入心脏病意识。我们邀请阿根廷人捐赠他们自己的心跳, 我们把它变成了一个令人眼花缭乱的声光表演 -- 最终在国际心脏月期间，将近 20,000 个人跳动的心投射到方尖碑上一晚。作为每一次捐赠心跳的交换，我们提供免费的胆固醇筛查来检测潜在的心脏病。这项运动成为了一夜之间的健康指数和阿根廷骄傲的象征，击败了国际头条新闻，突出了检查胆固醇水平的必要性，以及维达科尔作为降低胆固醇食品的作用, 同时团结阿根廷人围绕一个值得跳舞的节奏。当最后一个方尖碑心跳消退时，我们已经登上了国际头条: 190 篇文章，40 万次媒体印象，以及阿根廷 20,000 次免费胆固醇筛查。描述客户的简报我们需要提高对维达考的认识，作为平衡饮食的一部分，维达考是一种简单自然的解决方案，有助于降低胆固醇水平。为此，我们需要让消费者和媒体关注太多国家公民看不到的危险的高胆固醇水平，并威胁阿根廷人民的健康。这项运动需要激励公民采取行动，了解和控制他们的胆固醇水平。我们致力于向公民提供免费的手段，并提供急需和有价值的公共卫生服务。结果整个晚上，标志性的方尖碑通过技术的特殊效果，用光和声音脉动。当国家的公民走上前去 “捐赠” 他们的心跳时，方尖碑亮了起来，用每一颗额外的心捕捉国家的节奏。阿根廷的心跳也成为头条新闻，因为参与的公民接受了免费胆固醇筛查。这项运动提高了人们对高胆固醇如何导致心脏病的认识，以及 Vidacol 作为降胆固醇食物的好处。黄金时段的新闻节目在全国各地直播了连心事件，包括电视节目，全国收视率最高的新闻节目，拥有 997,000 观众。媒体在整个南美以及远至法国和西班牙的国家都报道了这个故事。总共有近 200 篇文章产生了国家和国际媒体，产生了 40 万媒体印象。到活动结束时，我们记录了 19,664 个人心跳，20,000 名公民获得了免费胆固醇筛查。执行屈服于那种脉动的感觉。我们给了一个国家历史纪念碑一个关键的作用，让人们对胆固醇筛查这一普遍不吸引人的任务有了深刻的认识。我们与阿根廷心脏基金会和布宜诺斯艾利斯当地政府官员一起，邀请全国阿根廷人站出来 “捐赠” 他们的心跳。我们首次推出了 “连接心脏” 的计划，并在新闻发布会上为领先的健康记者提供免费胆固醇筛查。在活动开始前的几天，我们邀请记者报道名人和公众在我们的健康站获得放映，并 “捐赠” 他们的心跳, 这将作为连接心脏纪念碑的初始节奏。活动的那天晚上，我们打开了开关: 阿根廷的心脏开始跳动。我们通过一个巨大的 LED 屏幕将声音投射到全国，屏幕上显示了捐赠者的照片。网上的人们在 www.corazonesconectados.com 实时加入，在那里他们分享了这个时刻，并捐赠了他们的心跳。形势酸奶品牌能发出全国健康警报吗？根据世界卫生组织的数据，心脏病是阿根廷死亡的头号原因，占 34% 的死亡和 12.6% 的潜在寿命损失。20 岁以上的阿根廷人中就有 3 人，50 岁以上的阿根廷人中有 4 人胆固醇高。然而，40% 的阿根廷人不知道他们的胆固醇水平是否达到了危险区。 Vidacol 想要一个大胆的想法来关注这个公共健康问题，并因其酸奶的降胆固醇益处而成为头条新闻。我们看到一个 oppo通过将一座历史纪念碑转变为象征阿根廷相连心跳的重击展示，让维达科尔成为抗击心脏病的杰出选手。战略触及一个国家的心脏。我们大胆地将布宜诺斯艾利斯市中心的一座标志性纪念碑方尖碑改造成一个连接阿根廷人民的大心脏 -- 一个跳动的、充满活力的国家心脏健康的身体象征。重要的是要为阿根廷人创造一种情感结合的体验，并为与高胆固醇相关的心脏病的风险和威胁敲响一个高度可见的、高度公开的 “警钟”。利用心脏的生物节奏与光和声音技术成为整个国家和世界可以看到的戏剧展示者。我们与阿根廷心脏基金会和布宜诺斯艾利斯地方政府合作，获得了更多的权力，使成千上万的人能够观看这个国家在其心爱的国家纪念碑上的有节奏的心跳。

为我而战，阿根廷

案例简介：Describe the campaign/entry In a country where one third of citizens are headed for heart attacks and suffer from high cholesterol, can a simple yogurt brand turn the beat around? Vidacol did, by transforming the Obelisk, a famous national monument in Argentina, into a heart-thumping public attraction – giving the world its first glimpse of the actual heartbeat of a nation. Vidacol, a cholesterol-lowering yogurt brand from Danone, realized heart disease had reached epidemic proportions in Argentina, shortening lives by 13 years and putting 4 in 10 people over age 50 at risk. Worse, 40% were in the dark about their cholesterol levels. So Vidacol took the problem to heart, constructing a high-profile attraction in the center of Buenos Aires to show the nation that their hearts were connected – and to pump life into heart disease awareness. We invited Argentinians to donate the sound of their own heartbeats, which we turned into a dazzling sound-and-light show – ultimately projecting nearly 20,000 individual beating hearts onto the Obelisk for one night during International Heart Month. In exchange for every donated heartbeat, we provided free cholesterol screenings to detect potential heart trouble. The campaign became an overnight health index and symbol of Argentine pride that beat across international headlines, spotlighting the need to check cholesterol levels, and Vidacol’s role as a cholesterol-reducing food, while uniting Argentinians around a rhythm worth dancing to. When the last Obelisk heartbeat faded, we’d achieved international headlines: 190 articles, 40m media impressions, and 20,000 free cholesterol screenings across Argentina. Describe the brief from the client We needed to increase awareness of Vidacol as a simple and natural solution to help lower cholesterol levels as part of a balanced diet. To do so, we needed to draw consumer and media attention to the dangerously high cholesterol levels that were invisible to too many of the nation’s citizens, and threatening the health of the Argentine people. The campaign needed to motivate citizens to take action to know and control their cholesterol levels. We were committed to giving citizens a free means to do so, and providing a much needed and valuable public health service. Results For one entire night, the iconic Obelisk pulsated with light and sound through the special effects of technology. As the nation’s citizens stepped forward to “donate” their heartbeat – the Obelisk lit up, capturing the rhythm of the country with each additional heart. The heartbeat of Argentina also captured headlines, as participating citizens underwent free cholesterol screenings. The campaign raised awareness of how high cholesterol contributes to heart disease, and Vidacol’s benefits as a cholesterol-lowering food. Prime-time news programs aired the Connected Heart event live across the country, including Telenoche, the nation’s most-watched newscast with 997,000 viewers. Media carried the story throughout South America and in countries as far away as France and Spain. In all, nearly 200 articles resulted in national and international press, producing 40m media impressions. We recorded 19,664 individual heartbeats by the end of the event, and 20,000 citizens received free cholesterol screenings. Execution Giving in to that pulsation sensation. We gave a national historic monument a pivotal role in bringing cachet to the generally unappealing task of cholesterol-screening. Together with the Argentinian Heart Foundation and local Buenos Aires government officials, we invited Argentinians nationwide to step up and “donate” their heartbeat. We premiered our plans to stage “Connected Hearts” and offer free cholesterol screenings at a press conference for leading health journalists. In the days leading up to the event, we invited journalists to cover celebrities and the general public getting screenings at our Healthy Stations and “donating” the sound of their heartbeat, which would serve as the initial rhythm of the Connected Heart monument. On the evening of the event, we flipped the switch: the heart of Argentina began beating. We projected the sound to the nation via a giant LED screen that displayed photographs of donors. People online joined in real-time at www.corazonesconectados.com, where they shared the moment and donated their heartbeat. The Situation Can a yogurt brand sound a national health alarm? Heart disease is the #1 cause of death in Argentina, according to the World Health Organization, representing 34% of deaths and 12.6% of potential years of life lost. Three in 10 Argentinians over age 20 and 4 in 10 over age 50 have high cholesterol. Yet 40% of Argentinians had no idea whether their cholesterol level had reached a danger zone. Vidacol wanted a bold idea that would spotlight this public health problem and draw headlines for its yogurt’s cholesterol-lowering benefits. We saw an opportunity to make Vidacol a prominent player in fighting heart disease by transforming a historic monument into a thumping display symbolizing the connected heartbeat of Argentina. The Strategy Touching the heart of a nation. We boldly transformed an iconic monument, the Obelisk in the heart of Buenos Aires, into one big Connected Heart of the Argentine people – a pulsating, vibrant physical symbol of the nation’s heart health. It was important to create both an emotionally bonding experience for Argentinians, and a highly visible, highly public “wake-up call” to the risks and threat of heart disease associated with high cholesterol. Employing the biological rhythm of the heart with light and sound technology became a theatrical showstopper for the entire nation and world to see. Partnering with the Argentinian Heart Foundation and the local government of Buenos Aires for added authority, we enabled thousands to watch the rhythmic heartbeat of the nation dance across its beloved national monument.