New Australia-land|海报/平面|广告营销案例【ADGuider广告指南】

新澳大利亚-土地

案例简介：为什么这项工作与公关相关？这场运动旨在让人们和媒体交谈。我们的夏季羔羊活动是澳大利亚广告公司的一个广告超级碗，公众急切地等待年度分期付款。十多年来，这些活动成为了新闻，引发了争议，引起了国际紧张局势，最重要的是，让人们谈论兰姆。今年的竞选活动没有什么不同，一位好莱坞演员、一位首相和两家国家航空公司都在谈论这场竞选,导致它在一个只有 3亿人口的国家获得超过 2400万的媒体印象。所有这些都是用相对较小的媒体预算完成的。背景澳大利亚羔羊一直致力于将人们聚集在一起。在过去的十年里，我们通过标志性的活动来促进人们在澳大利亚日聚集在一起。这些运动已经成为一个机构，人们热切期待着每年的分期付款。但是随着关于澳大利亚日的辩论在同一天，英国入侵澳大利亚，国家队在体育比赛中作弊，无法留住总理,我们必须找到一种新的方法让人们团结起来，从而使羊肉成为今年夏天澳大利亚 BBQers 的头号肉类选择。描述创意 (20% 的选票) 澳大利亚羔羊一直是关于团结的。所以，当澳大利亚遇到麻烦时，我们注意到新西兰比澳大利亚做得更好。与他们举世闻名、魅力非凡的总理贾辛达 · 阿尔登一起领先。澳大利亚和新西兰有着长期的友好竞争，主要是因为澳大利亚窃取了新西兰最好的东西 -- 甜点、赛马和名人,加上一些口音笑话和 1981 年可疑的腋下板球事件。因此，我们决定把我们两国之间的友好竞争放在过去，并请新西兰加入我们，提议我们联合起来创建一个新的国家: 新的澳大利亚土地。像他们的总理一样，把新西兰的一切都交换给我们的澳大利亚总理羔羊 -- 现在这是一个公平贸易协定。描述公关策略 (30% 的选票) 我们的目标受众是自豪的澳大利亚 BBQers，对他们来说，暗示澳大利亚与他们友好的竞争对手新西兰联合就像暗示墨西哥和美国合并一样。这种挑衅的想法肯定会引发一场对话。随着最近的问题，澳大利亚已经面临在网上引起轰动的问题,我们在竞选活动中提到这些，激励人们谈论我们与新西兰合并以解决问题的提议。通过加入精心制作的电影参考，旨在获得媒体以及 Jacinda Ardern 和 Russell Crowe 等人士的回应，为接下来的压倒性回应做好了准备。通过将我们希望人们在一部电影中回应的所有参考资料集中起来，我们确保它获得了最大的覆盖范围，所有预期的人都看到了它。描述 PR 执行 (20% 的选票) 我们发布了我们 2 分钟的电影，展示澳大利亚政治家在塔斯曼海会见一些新西兰人并吸引他们加入我们; 提供我们的主要羔羊以换取他们的总理。几天之内，我们得到了回应，Jacinda Ardern 礼貌地拒绝了我们成为新澳大利亚国家电视台和好莱坞一线明星的领导的提议 Russell Crowe 对他的客串做出了回应。在接下来的一周，这个想法在新西兰旅游局进一步传播，这两个国家的国家航空公司 & 澳大利亚啤酒厂是希望加入新澳大利亚土地的品牌之一,谈论我们的运动 & 传播羔羊的团结信息。随着每个人都支持这场运动，我们决定在塔斯曼海举办一场庆祝烧烤,邀请对该活动做出回应的关键人物，并为正在谈论该活动的公众提供门票。列出结果 (30% 的选票) 您必须至少包括以下两层: 第 1 层: 在一个只有 2400 万人口的国家，这项运动得到了广泛的媒体报道，有 1,191 家媒体机构，获得了 7,881,079 的浏览量和 334,731,189 的媒体印象。第 3 层: 到目前为止，我们增加了 11% 的销售额，活动的影响导致这个数字仍然在上升。

新澳大利亚-土地

案例简介：Why is this work relevant for PR? This campaign was designed to get people, and the media talking. Our summer Lamb campaign has been Australian advertising’s one ad Super Bowl, with the public eagerly awaiting the annual instalment. For over a decade the campaigns have made the news, sparked controversy, caused international tensions and most importantly, got people talking about Lamb. This year’s campaign was no different, with a Hollywood actor, a Prime Minister and two national airlines talking about the campaign, leading to it earning over 300 million media impressions in a country of just 24 million people. All done with a relatively small media budget. Background Australian Lamb has always been about bringing people together. For the last decade, we’ve done this through iconic campaigns promoting people coming together on Australia Day. These campaigns have become an institution and the annual instalment is eagerly awaited. But with debate over Australia Day being on the same date Britain invaded Australia, a national team cheating at sport and an inability to keep a Prime Minister, we had to find a new way to get people to unite, thereby making Lamb the #1 meat choice for Aussie BBQers this summer. Describe the creative idea (20% of vote) Australian Lamb has always been about unity. So, when Australia was running into trouble, we noticed that New Zealand was doing ‘Australia’ better than Australia. Leading the way with their world-renowned and charismatic Prime Minister, Jacinda Ardern. Australia and New Zealand have a long-standing friendly rivalry, largely caused by Australia stealing New Zealand’s best stuff – desserts, racehorses and celebrities, plus a few accent jokes and a dubious underarm cricket incident in 1981 thrown in for good measure. So, we decided to put the friendly rivalry between our two nations in the past and asked New Zealand to join us, proposing that we unite to create a new country: New Australia-land. Exchanging everything great about New Zealand, like their Prime Minister, for our Australian Prime Lamb - now that’s a fair-trade agreement. Describe the PR strategy (30% of vote) Our target audience were proud Australian BBQers, and to them, suggesting that Australia unites with their friendly rival NZ was like suggesting that Mexico and the USA merge. This provocative thought was guaranteed to drum up a conversation. And with the recent issues, Australia had been facing already causing a stir online, us referencing these in our campaign incentivised people to talk about our proposal to merge with New Zealand in order to solve the issues. By adding in carefully crafted references to our film that were designed to get a response from the media plus people like Jacinda Ardern and Russell Crowe, the stage was set for the overwhelming response that followed. By centralising all the references we wanted people to respond to in a single film, we ensured it received maximum coverage and all the intended people saw it. Describe the PR execution (20% of vote) We released our 2-minute film showing Aussie politicians meeting some Kiwis in the Tasman Sea and enticing them to join us; offering up our prime Lamb in exchange for their Prime Minister. Within days we got a response, with Jacinda Ardern politely declined our offer to be the leader of New Australia-land on national TV & Hollywood A-lister Russell Crowe reacted to a cameo of him. In the following week, the idea spread further with Tourism New Zealand, the national airlines of both countries & an Australian brewery among the brands wanting to join New Australia-land, talking about our campaign & spreading Lamb’s message of unity. With everyone getting behind the campaign, we decided to host a celebration BBQ in the Tasman Sea, inviting key figures who had responded to the campaign to the event and offering up tickets for the general public who were talking about it. List the results (30% of vote) must include at least two of the following tiers: Tier 1: The campaign received widespread media coverage, featuring in 1,191 media outlets, receiving 7,881,079 views and earning 334,731,189 media impressions, in a country of just 24m people. Tier 3: So far, we increased sales 11%, with the impact of the campaign causing this number to be still rising.