YOU READ THEY LEARN|海报/平面|广告营销案例【ADGuider广告指南】

你读他们学习

案例简介：结果和有效性我们推出的那天，我们在一个早上分发了 100万本教科书。这被林卡记录公认为是一项国家记录。三个月内，2574 名贫困儿童被送往学校。我们看到了所有图像参数的增长，包括 “德里的领先报纸” 和 “被视为不断变化的社会”。印度总统承认 YRTL。它在我们的读者和非读者中引起了关注。无辅助的显著性上升了 12 个百分点，辅助的显著性上升了 24 个百分点，而非读者的辅助意识上升了 12 个百分点。(来源: 月度品牌跟踪，客户数据，4月-2012年6月) 创意执行虽然小学教育仍然是该倡议的核心重点，但我们的意图是帮助贫困儿童尽可能全面地成长和发展。在这种情况下，我们以多种不同的方式激活了你阅读他们学习 (YRTL)，从木偶表演到书籍捐赠。仅我们的图书激活袋就收集了超过 39,000 本书 (来源: 客户数据，2012年6月)。因此，随着报纸上的教科书，YRTL 在许多平台上被激活。虽然报纸里的教科书是主要想法，但我们汇集了各种媒体工具，为我们的活动提供了 360 度的旋转: 印刷-报纸 (印刷)，报纸 (数字)。户外广告牌，LiveMedia 屏幕。广播节目，内容。直接邮件。 • 公关事件-商场激活，在学校激活。互动-在线广告、病毒视频、网站、社交网站。见解、战略和想法作为印度第二大英文日报，《印度斯坦时报》有一个读者群体，希望该品牌提出将导致社会变革的公共问题。我们必须防止被视为 “另一种扫盲动力”，以尽可能有区别和有影响力的方式发起和维持这一倡议。通过直接让我们的读者参与我们对儿童扫盲的追求，我们知道我们可以进一步加强我们的运动。这个想法源于 “如果你今天读，一个孩子明天会读”。我们发起的那一天，我们在一个上午有效地分发了 100万多份教科书。印度 (或其他任何地方，据我们所知) 没有其他报纸在其中印刷过实际的功能性教科书。这帮助我们不仅在自己的读者中，也在非读者中提高了我们的竞选意识。

你读他们学习

案例简介：Results and Effectiveness The day we launched, we distributed 1 million textbooks in a single morning. This was recognized by The Limca Book of Records as a national record. Within three months, 2574 underprivileged children were sent to school. We saw growth across all imagery parameters, including ‘leading newspaper in Delhi’, and ‘seen as changing society’. YRTL was acknowledged by The President of India. It drove salience among our readers and non-readers. Unaided salience rose by 12 points, aided salience by 24 points among readers while aided awareness among non-readers rose by 12 points. (Source: Monthly Brand Track, Client Data, April- June, 2012) Creative Execution While primary education remained the core focus of the initiative, our intent was to help underprivileged children grow and develop as holistically as possible. In this context, we activated You Read They Learn (YRTL) in a number of different ways ranging from puppet shows to book donation drives. Our Bag of Books activation alone collected over 1, 39,000 books (source: Client Data, June 2012). So along with the textbook in the newspaper, YRTL was activated on a number of platforms. While the textbook inside the newspaper was the main idea, we brought together various media vehicles to give a 360 degree spin to our campaign: • Print- Newspaper (Print), Newspaper (Digital). • OOH- Billboard, LiveMedia Screens. • Radio- Spots, Content. • Direct- Mail. • PR • Events- Mall Activations, In School activation. • Interactive- Online Ads, Viral Video, Web Site, Social Networking Sites. Insights, Strategy and the Idea As the second largest English daily newspaper in India, Hindustan Times has a reader base that expects the brand to raise public issues that will result in social change. We had to guard against being viewed as ‘just another literacy drive’ by launching and sustaining the initiative in as differentiated and impactful a manner as possible. By directly involving our readers in our quest for literacy among children, we knew we could further strengthen our campaign. The idea stemmed from, “If you read today, a child will read tomorrow”. The day we launched, we effectively distributed over 1 million textbooks in a single morning. No other newspaper in India (or anywhere else, as far as we know) had ever been printed with an actual, functional textbook in it. This helped us drive salience for our campaign among not just our own readers, but non-readers as well.