A MILLION REASONS TO BELIEVE IN THAILAND|短视频|广告营销案例【ADGuider广告指南】

百万理由相信泰国

案例简介：结果和有效性 • 分享了超过百万条幸福信息。 1.37亿通过社交媒体的积极参与。从好消息故事中获得 350万美元的公关价值。 · 为可口可乐重建工作设立 15,000 名志愿者。成功地向泰国红十字会和人类栖息地筹集了 280万美元，用于重建 600 多所房屋和 25 所学校。到 2012年底，市场份额从 24% 增加了一倍多，达到 51%，使可口可乐在 25 年后再次成为第一 (来自尼尔森零售审计) 可口可乐作为一名幸福大使，帮助泰国再次成为微笑之地，国内幸福总值恢复到 75% 创意执行我们的想法是建造一个真正的灵感灯塔。我们点燃了一座由可乐驱动的建筑，在曼谷随处可见，动画展示了洪水灾民的胜利故事。它通过 Facebook 和触摸屏的实时整合来获得良好的愿望。电视台和新闻机构对此次发射进行了报道，以瞬间 reach 全国范围。我们说服这些记者让每日好消息成为一个永久的特征，以保持积极的趋势。我们还认为可口可乐必须为真正的重建努力做出贡献。我们使用我们的 Facebook 和 Twitter 将大众对话转化为招募志愿者和宣布活动。为了庆祝希望的激增，我们包装了一个购物中心的屋顶，创造了世界上最大的可乐瓶作为纪念地标。在里面，我们有一个展示数百万美好愿望的展览，以表明泰国已经准备好前进。见解、战略和想法 2011年底，泰国遭受了历史上最严重的洪水，耗尽了泰国人的幸福。洪水将房屋和企业淹没在水下，使 3分之2 的人口受到隔离。人们沉迷于电视和社交媒体，这些媒体被灾难淹没了。在这个被称为 “微笑之地” 的国家，国内幸福指数下降了近 10%。几乎没有理由庆祝，这影响了可口可乐的销售，使其进一步落后于百事可乐，24% 比 40%。我们想重振可口可乐的形象，遏制低迷的销售，让泰国再次向前发展。作为美好时光的自然伴侣，可口可乐将动员泰国人用希望的故事扭转坏消息的趋势，并鼓励他们参与重建。我们希望建造可见的纪念碑，点燃更光明未来的愿景，并建立一个平台，让更美好的泰国的梦想可以分享。

百万理由相信泰国

案例简介：Results and Effectiveness •More than a million happiness messages shared. •137 million positive engagements through social media. •U$ 3.5 million PR values from good news stories. •Established 15,000 volunteers for the Coca-Cola reconstruction efforts. •Successfully raised U$ 2.8 million to the Thai Red Cross and Habitat for Humanity to rebuild more than 600 homes and 25 schools. •Market share more than doubled from 24% to 51% by end of 2012, enabling Coke to become no. 1 again after 25 years (from Nielsen Retail Audit) •Coca-Cola, as a Happiness ambassador, helped make Thailand, the Land of Smiles once again with Gross Domestic Happiness restored to 75% Creative Execution Our idea was to build a real beacon of inspiration. We lit up a building powered by Coke, visible across Bangkok, with an animated display of triumphant tales of flood victims. It was socially powered with live integration of Facebook and touch screens to receive well wishes. The launch was covered by TV stations and news outlets to attain national reach instantaneously. We convinced these journalists to make daily good news a permanent feature to sustain the trend of positivity. We also felt Coke had to contribute to the real reconstruction efforts. We used our Facebook and Twitter to convert mass conversation into recruiting volunteers and announcing activities. To celebrate the surge of hope, we wrapped a mall roof to create the world’s biggest Coke bottle as a memorial landmark. Inside, we had an exhibition of the millions of well wishes to show that Thailand is ready to move forward. Insights, Strategy and the Idea At the end of 2011, Thailand suffered the worst floods in its history, draining the happiness of Thais. The floods isolated two thirds of the population by submerging houses and businesses under water. People were glued to TV and social media which were oversaturated by the disaster. Gross Domestic Happiness plunged almost 10% in the country known as 'Land of Smiles.' There was little reason to celebrate, affecting Coke sales and putting it further behind Pepsi at 24% vs. 40%. We wanted to revitalize Coke’s image, arrest flagging sales and get Thailand moving forward again. As the natural companion to good times, Coke would mobilize Thais to reverse the tide of bad news with stories of hope and encourage participation in the reconstruction. We wanted to build visible monuments to ignite visions of a brighter future and establish a platform where dreams for a better Thailand could be shared.