Made From Remains|海报/平面|广告营销案例【ADGuider广告指南】

由遗骸制成

案例简介：相关性我们不仅仅是在报纸上刊登广告，而是把每一页，每一篇报纸的每一页都变成了我们的广告。为了让新西兰人了解他们家里没有工作烟雾报警器的灾难性风险，我们给了他们一个触觉体验。我们将他们所在地区被烧毁房屋的灰烬遗骸与他们报纸的黑色墨水混合在一起。为了增加更大的影响，我们把它都本地化了，所以每份地区报纸都展示了当地家庭的遗迹。这种规模和个性化的水平使它成为媒体第一。概要在新西兰消防局参加的 80% 的家庭火灾中，还没有安装工作烟雾报警器。给居住者的生活加 10 美元。我们需要让新西兰人理解拥有一个的重要性。但是人们每天都在报纸上接触到火灾的图片和信息，所以我们需要做一些不同的事情来脱颖而出。结果这项运动在一天内进行，通过新西兰的 9 种不同的主要出版物。这促使烟雾警报销售额同比增长 490%，这是新西兰有史以来最大的增长。当时在市场上没有任何其他沟通就取得了惊人的成果。活动描述为了让新西兰人了解火灾的毁灭性影响，我们把失去的记忆、焦灼的传家宝和烧焦的照片交给读者。字面上。战略火灾一直在发生。我们每天在新闻或报纸上看到他们。那么，我们如何做一些贯穿始终的事情呢？利用报纸的有形性质，我们让读者真正拥有一个真正的家庭住宅的灰白色遗骸。这不仅仅是任何一家，9 份报纸中的每一份都是用当地一家的灰烬印刷的。这使得这一信息更加个人化和强硬。执行在一天之内，我们与全国各地的报纸合作，创造了世界上第一个灰白运行。被烧毁房屋的心爱的遗骸与当地纸张上的黑色墨水混合在一起。所以当读者拿起他们的晨报时，他们真的拿着一个被大火摧毁的当地房屋的遗骸。一种触感提醒人们房屋火灾的可怕和非常普遍的性质。

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案例简介：Relevancy Rather than just placing an ad in the newspaper, we turned every page, of every paper into our ad. To get New Zealanders to understand the catastrophic risks of not having a working smoke alarm in their homes we gave them a tactile experience. We mixed the ash remains of burned homes in their region with the black ink of their newspaper. To add greater impact, we made it all localised, so each regional paper featured the remains of a local home. This level of scale and personalisation made it a media first. Synopsis In 80 percent of house fires the New Zealand Fire Service attend, working smoke alarms haven’t been installed. Putting a $10 value on the occupant’s lives. We needed to get New Zealanders to understand the importance of having one. But people are exposed to pictures and messages of fires in newspapers on a daily basis so we needed to do something different to stand out. Outcome The campaign ran on a single day, across 9 different leading publications through New Zealand. It prompted a 490% increase in smoke alarm sales year on year, the biggest uplift ever recorded in New Zealand. The spectacular results were achieved without any other communications in market at the time. CampaignDescription To get Kiwis to understand the devastating effects of a fire, we put the lost memories, the scorch heirlooms and charred photographs in the readers’ hands. Literally. Strategy Fires are happening all the time. We see them on the news or in the paper on a daily basis. So how do we do something that cuts through?Using the tangible nature of newspapers, we let readers’ literally hold the ashen remains of a real family home. And it wasn’t just any home, each of the 9 newspapers were printed using the ash of a local home. This made the message all the more personal and hard hitting. Execution On a single day, we worked with newspapers nationwide to create the world’s first ashen run. The beloved remains of burnt homes were mixed in with the black ink from their regional paper. So when readers picked up their morning paper, they were literally holding the remains of a local home devastated by fire. A tactile reminder of the horrific and all-too-common nature of house fires.