Heartbeat Project|短视频|广告营销案例【ADGuider广告指南】

心跳项目

案例简介：概要 Apotek1 是挪威领先的药房零售商。竞争是艰难的，对人才的追逐永无止境。他们的品牌承诺是 “关心人们的健康”，随着行动胜于言语，我们想出了一个将品牌承诺付诸实施的想法。活动描述我们通过启动移动和桌面应用程序创建了一个除颤器国家注册中心。该应用程序作为一个探路者，可以很容易地在心脏病发作时追踪最近的除颤器战略为了填补挪威公共卫生系统的空白，证明 apotek1 的品牌承诺，我们提出了一个具有潜在生命拯救价值的应用程序。每年有 3000 以上的挪威人心脏病发作。如果人们知道在哪里可以找到以及如何操作除颤器，那么许多人的生命就可以得到拯救。30-45 岁人群的心脏病发作有所增加 (媒体也广泛报道了这种情况)。我们的活动针对这一部分，有两个行动呼吁: 1) 让人们熟悉最近的除颤器的位置，并学会使用它。2) 通过添加除颤器和与他们的社区分享位置来帮助改善我们的注册。结果初步结果:-发射后仅两周就挽救了第一次生命!-在一个多月内，超过 100万次访问了登记处的网站。-社交媒体上的大规模爱情轰炸和大量积极的公关。-超过 600 个用户生成的新除颤器注册。-调查显示，68% 的目标受众同意这个项目，以此证明 apotek1 的品牌承诺: “我们关心人们的健康”。-64% 的人表示，这一运动使他们对 apotek1 更加积极或更加积极。执行在戛纳参赛截止日期时，该申请已经上线一个月，处于第一阶段。该应用程序在社交媒体上推出了专门针对上述目标群体的广告。一些广告宣传了一部 30 秒的电影，展示了一个应用程序，讲述了一个咖啡师目睹心脏病发作并被派去寻找除颤器的故事。我们还使用地理定位邀请人们熟悉他们当地的除颤器地图，并与他们的社区分享。通过在学校和工作场所引入 “心脏病演习”，与消防演习平行，我们进一步提高了对我们事业的认识。

心跳项目

案例简介：Synopsis Apotek1 is Norway's leading pharmacy retailer. The competition is tough and the chase for talent is never ending. Their brand promise is “caring for people´s health” and as action speaks louder than words, we came up with an idea putting the brand promise to life. Campaign Description We created a national registry of defibrillators by launching an application for both mobile and desktop. The application works as a pathfinder, making it easy to track down the nearest defibrillator in the event of a heart attack Strategy To fill a gap in the Norwegian public health system and prove Apotek1's brand promise, we came up with an application with potential life saving value. Every year more than 3000 Norwegians suffer a heart attack. If people knew where to find and how to operate a defibrillator many lives could be saved. There has been an increase in heart attacks for people aged 30-45 (which had also been widely covered in the media). Our campaign was aimed at this segment with two call to actions: 1) Make people familiarize themselves with the location of their nearest defibrillator and learn to use it. 2) Help improving our registry by adding a defibrillator and share the location with their community. Outcome Preliminary results: - First life saved only two weeks after the launch! - More than 1 million visits to the registry's web site in just over a month. - Massive love bombing in social media and loads of positive PR. - More than 1 600 user-generated registrations of new defibrillators. - Survey showing that 68% of the target audience agrees to this project as a proof of Apotek1´s brand promise: “We care for people's health”. - 64% stated that this campaign made them more positive or much more positive to Apotek1. Execution At the time of the Cannes entry deadline, the application has been live for a month and is in its first phase of implementation. The application was launched with ads in social media specifically aimed at the above-mentioned target group. Some ads promoted a 30 second film demonstrating the application telling the story of a barista who witness a heart attack and is sent out to find a defibrillator. We also used geo targeting inviting people to familiarize themselves with their local defibrillator map and share it with their community. By introducing "heart attack drills" in schools and workplaces, as a parallel to fire drills, we raised even further awareness to our cause.