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狗频道
案例简介：相关性 购物中心是城市中最常去的地方之一。这就是为什么这些地方的可用媒体如此有争议。我们创造了一个全新的媒体，获得了广泛的知名度，并在这个竞争环境中脱颖而出。 执行 我们拍摄了可供收养的狗的图像，并在商场内的电子商店的电视上展示了它们。在每个电视上，我们展示了一只狗，它的名字和收养中心的地址。很快，中心开始吸引更多的游客。每当一只狗离开收养中心时，它也会离开电视屏幕。因此，即使在狗被收养后，空白的电视屏幕也引起了公众的注意。 战略 该策略是在休闲的时候接触那些参观购物中心的人 -- 每月数百万 -- 这是他们受到团结信息影响的绝佳机会。 概要 圣保罗是巴西购物中心最多的城市 -- 其中 50 多个购物中心，平均每月流通量超过 9000万人。对于城市居民来说，购物中心是娱乐的主要中心之一，这是一个经常光顾的地方，为品牌带来了很高的知名度。可用的媒体既昂贵又受欢迎。如何在这种环境中脱颖而出？这是这场运动的目的。 结果 收养中心的访客率有了相当大的提高。13 只狗在第一天被收养，9 只狗在第二天被收养，11 只狗在第三天被收养。比上个月收养的狗数量多 40%。 活动描述 每天成千上万的人去购物中心。？但是你知道每天有多少人去动物收养中心吗？？很少。如何吸引少数商场游客到收养中心？我们找到了一个解决方案: 通过一种新的媒介。洞察力来自以下观察: 购物中心商店的电视几乎可以播放任何东西。为什么不使用媒体来做真正有意义的事情呢？我们以一种非常令人惊讶的方式为狗做了收养广告。
狗频道
案例简介：Relevancy Malls are among the most highly frequented places in cities. And that’s why available media in these places are so hotly disputed. We created an entirely new medium that attained wide visibility and stood out in this competitive environment. Execution We captured images of dogs that were available for adoption and showed them on the TVs in electronics stores inside malls. On each TV, we showed a dog, with its name and the address of the adoption center. Soon, the center began to get more visitors. And every time a dog left the adoption center, it also left the TV screen. So even after the dogs were adopted, the blank TV screens drew the public’s attention. Strategy The strategy was to reach the people who visit shopping centers – many millions per month – in a moment of leisure, the perfect opportunity for them to be impacted by a message of solidarity. Synopsis São Paulo is the city in Brazil with the most shopping centers – over 50 of them, with an average circulation of more than 90 million people per month. The shopping mall, for the city’s inhabitants, is one of the main hubs of entertainment, a place that’s frequently visited and presents high visibility for brands. Available media are expensive and sought-after. How to stand out in this kind of environment? That was the aim of this campaign. Outcome The adoption center had a considerable raise in their visitors rate. 13 dogs were adopted in the first day, 9 dogs in the second an 11 dogs in the third day. 40% more than the number of dogs adopted in the previous month. Campaign Description Thousands of people visit shopping malls every day.?But do you know how many people visit animal adoption centers every day??Very few. How to attract just a few of mall visitors to the adoption centers? We found a solution: via a new medium. The insight came from the following observation: the TVs in mall stores will screen just about anything. Why not use the medium for something that would really make a difference? We advertised dogs up for adoption on them, in an extremely surprising way.
Dog Channel
案例简介：相关性 购物中心是城市中最常去的地方之一。这就是为什么这些地方的可用媒体如此有争议。我们创造了一个全新的媒体，获得了广泛的知名度，并在这个竞争环境中脱颖而出。 执行 我们拍摄了可供收养的狗的图像，并在商场内的电子商店的电视上展示了它们。在每个电视上，我们展示了一只狗，它的名字和收养中心的地址。很快，中心开始吸引更多的游客。每当一只狗离开收养中心时，它也会离开电视屏幕。因此，即使在狗被收养后，空白的电视屏幕也引起了公众的注意。 战略 该策略是在休闲的时候接触那些参观购物中心的人 -- 每月数百万 -- 这是他们受到团结信息影响的绝佳机会。 概要 圣保罗是巴西购物中心最多的城市 -- 其中 50 多个购物中心，平均每月流通量超过 9000万人。对于城市居民来说，购物中心是娱乐的主要中心之一，这是一个经常光顾的地方，为品牌带来了很高的知名度。可用的媒体既昂贵又受欢迎。如何在这种环境中脱颖而出？这是这场运动的目的。 结果 收养中心的访客率有了相当大的提高。13 只狗在第一天被收养，9 只狗在第二天被收养，11 只狗在第三天被收养。比上个月收养的狗数量多 40%。 活动描述 每天成千上万的人去购物中心。？但是你知道每天有多少人去动物收养中心吗？？很少。如何吸引少数商场游客到收养中心？我们找到了一个解决方案: 通过一种新的媒介。洞察力来自以下观察: 购物中心商店的电视几乎可以播放任何东西。为什么不使用媒体来做真正有意义的事情呢？我们以一种非常令人惊讶的方式为狗做了收养广告。
Dog Channel
案例简介：Relevancy Malls are among the most highly frequented places in cities. And that’s why available media in these places are so hotly disputed. We created an entirely new medium that attained wide visibility and stood out in this competitive environment. Execution We captured images of dogs that were available for adoption and showed them on the TVs in electronics stores inside malls. On each TV, we showed a dog, with its name and the address of the adoption center. Soon, the center began to get more visitors. And every time a dog left the adoption center, it also left the TV screen. So even after the dogs were adopted, the blank TV screens drew the public’s attention. Strategy The strategy was to reach the people who visit shopping centers – many millions per month – in a moment of leisure, the perfect opportunity for them to be impacted by a message of solidarity. Synopsis São Paulo is the city in Brazil with the most shopping centers – over 50 of them, with an average circulation of more than 90 million people per month. The shopping mall, for the city’s inhabitants, is one of the main hubs of entertainment, a place that’s frequently visited and presents high visibility for brands. Available media are expensive and sought-after. How to stand out in this kind of environment? That was the aim of this campaign. Outcome The adoption center had a considerable raise in their visitors rate. 13 dogs were adopted in the first day, 9 dogs in the second an 11 dogs in the third day. 40% more than the number of dogs adopted in the previous month. Campaign Description Thousands of people visit shopping malls every day.?But do you know how many people visit animal adoption centers every day??Very few. How to attract just a few of mall visitors to the adoption centers? We found a solution: via a new medium. The insight came from the following observation: the TVs in mall stores will screen just about anything. Why not use the medium for something that would really make a difference? We advertised dogs up for adoption on them, in an extremely surprising way.
狗频道
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