Ace for Inclusion|微电影|广告营销案例【ADGuider广告指南】

Ace 用于包含

案例简介：为什么这项工作与品牌体验和激活相关？为了激活其澳大利亚网球公开赛赞助，ANZ 银行将比赛中的一些大牌放在了广告的前面,包括诺瓦克 · 德约科维奇，他在过去三年里一直是 ANZ 网球的代言人。然后，澳大利亚体育广播公司杰拉德 · 沃特利将此举描述为 “蓝筹股时刻”，ANZ 用鲜为人知的轮椅网球运动员迪伦 · 奥尔科特取代了德约科维奇。但正是 ANZ 选择了与迪伦建立伙伴关系的包容性方式，真正改变了五分之一澳大利亚残疾人的比赛。背景 ANZ 对澳大利亚公开赛的赞助使得该品牌在每年年初占据了金融服务的主导地位。虽然其网球赞助被用作每年推广各种产品信息的平台，但从根本上说，激活赞助活动的主要目标是: -推动积极的企业声誉, -并改善银行的品牌考虑指标。众所周知，澳大利亚的银行因其可疑行为而受到审查。在整个 2018，澳大利亚四大银行被皇家委员会 (政府调查) 置于显微镜下，调查银行和金融服务业的不当行为。毫不奇怪，所有大银行的企业声誉指标都大幅下降。描述创意 (20% 的选票) 作为一个以多元化工作而闻名的品牌，我们有证据表明，激活的声誉建立力量植根于社会目的。鉴于我们的竞选目标，将 ANZ 的一些内容纳入网球是有意义的。尽管是 7X 大满贯冠军和双运动残奥会金牌得主，但只有 6% 的澳大利亚人认识迪伦。他令人难以置信的成就值得更大的认可。所以我们决定把他和我们把德约科维奇放在 ANZ 品牌前面的那个一样。在《多样性交流公约》建议我们应该讲述迪伦面对挑战性的残疾时超人成功的令人心碎的故事的地方，我们决定打破现状。相反，我们的想法是英雄迪伦不是因为他的残疾，而是不管它。所以，我们把迪伦简单地描绘成迪伦，一个厚颜无耻、魅力四射的家伙和冠军网球运动员 -- 碰巧是描述策略 (20% 的选票) 在澳大利亚，五分之一的人有某种形式的残疾。但是残疾人在媒体中的代表性远没有那么普遍。用迪伦自己的话说，他长大后从未在电视上见过像他这样的人。在体育界，由于第四频道的超人类，多类体育的播出时间正在增加，对残疾运动员的认可无疑正在增加。但是残疾人运动和准运动员的成就仍然在很大程度上被他们更著名的健全的同事所笼罩。 ANZ 的组织宗旨是 “帮助个人和社区繁荣”。如果五分之一的澳大利亚残疾人要茁壮成长，那么看到像他们自己一样的多样化的个人，不仅在媒体上被代表，而且被平等地认可和对待，是至关重要的。正如一位智者曾经说过的，“你不能成为你看不见的人”。描述执行情况 (30% 的选票) 我们制作了迪伦的第一个 TVC 推出 ANZ Fit Bit Pay (与另外两个非迪伦 ANZ 网球广告一起运行)。然后，我们加大了迪伦的参与力度，并创建了一个完整的综合储蓄活动，在电视、电影、数字和社交网站上执行了七项个人死刑，在各地的户外广告牌上张贴迪伦。我们的广告看到迪伦以其他残疾运动员或个人从未有过的方式被描绘出来。从赢得大奖，到被老虎追赶，再到穿着超级英雄斗篷在空中飞行，我们对待迪伦就像对待任何身体健全的天才一样。可以说，我们对他更好。与耐克合作，ANZ 向迪伦展示了自己的 Alcott 品牌澳大利亚公开赛鞋，使他成为世界上第一个获得自己的耐克球员独家鞋的轮椅运动员。列出结果 (30% 的选票) 1月，《纽约时报》称迪伦为 “澳大利亚公开赛上最著名的人”。一年前，人们对迪伦的认识只有 6%，现在四分之一的人认识他。虽然 ANZ 不能声称自己是迪伦个人资料的唯一驱动力，但迪伦在每一个机会都对银行赞不绝口,将 ANZ 激活其赞助的方式描述为他自己和五分之一的残疾人 “改变生活”。好处是双向的。与 ANZ 与德约科维奇的合作相比，益普索通过付费和自有媒体覆盖了超过 162 人，其竞选认可提高了 46%。反过来，对于有效到达的数百万澳大利亚人来说，ANZAw 显著更高的品牌考虑和企业声誉得分 (分别为 + 45% 和 + 250%)。此外，分析合作伙伴计量经济学模型表明投资回报率为 614% -- 这是 ANZ 网球有史以来最高的投资回报率。

Ace 用于包含

案例简介：Why is this work relevant for Brand Experience & Activation? To activate its Australian Open Tennis sponsorship, ANZ Bank has put some of the biggest names in the game at the front of its advertising, including Novak Djokovic who was the face of ANZ tennis for the previous three years. Then, in a move described by Australian sports broadcaster Gerard Whateley as “a bluechip moment”, ANZ replaced Djokovic with the little known Dylan Alcott - a wheelchair tennis player. But it was the inclusive way ANZ chose to activate its partnership with Dylan that truly changed the game for the 1 in 5 Australians with a disability. Background ANZ’s sponsorship of the Australian Open sees the brand dominate financial services share of mind at the start of each year. While its tennis sponsorship is used as a platform to promote a variety of product messages from year to year, fundamentally, the key objectives for activating the sponsorship campaign are: - To drive positive corporate reputation, - And improve brand consideration metrics for the bank. It’s no secret that banks in Australia have been under scrutiny for their questionable behaviours. Throughout 2018, the big four banks in Australia were put under the microscope by a Royal Commission (governmental inquiry) into Misconduct in the Banking and Financial Services Industry. Not surprisingly, all of the big banks have seen significant declines in their corporate reputation metrics. Describe the creative idea (20% of vote) As a brand known for its diversity work, we had evidence for the reputation building power of activations rooted in social purpose. Given our campaign objectives, bringing some of ANZ’s inclusion to tennis just made sense. Despite being a 7X Grand Slam winner and dual-sport Paralympic Gold Medallist, only 6% of Australians knew Dylan. His incredible achievements deserved greater recognition. So we decided to put him on an equal pedestal to the one we’d put Djokovic on - fronting the ANZ brand. Where convention in diversity communications suggested we should tell the heart-tugging story of Dylan’s superhuman successes in the face of his challenging disability, we decided to disrupt the status quo. Instead, our idea was to hero Dylan not for his disability, but irrespective of it. So, we portrayed Dylan simply as Dylan, a cheeky, charismatic guy and champion tennis player - who just happened to be Describe the strategy (20% of vote) In Australia, 1 in 5 people have some form of disability. But representation of disabled individuals in the media is nowhere near as prevalent. In Dylan’s own words, he never saw anyone like himself on the television when he was growing up. In the sporting world, airtime given to multi-class sports is on the rise and recognition for disabled athletes is undoubtedly increasing, thanks to the likes of Channel 4’s Superhumans. But disabled sports and para-athlete achievements are still largely in the shadow of their more celebrated able-bodied colleagues. ANZ’s organisational purpose is ‘to help individuals and communities to thrive’. If the 1 in 5 Australians with a disability are to thrive, then seeing diverse individuals like themselves, not just being represented in the media, but being recognised and treated as equals, is critical. As a wise person once said, “you cannot be what you cannot see”. Describe the execution (30% of vote) We made Dylan’s first TVC to launch ANZ Fit Bit Pay (running alongside two other non-Dylan ANZ tennis ads). Then, we ramped up Dylan’s involvement and created an entire integrated Savings campaign with seven individual executions running across TV, cinema, digital and social, plastering Dylan across outdoor billboards everywhere. Our advertising saw Dylan portrayed in ways no other disabled athlete or individual has been before. From winning big, to being chased by a tiger, to flying through the air in a superhero cape, we treated Dylan as we would any able-bodied talent. Arguably, we treated him even better. Partnering with Nike, ANZ presented Dylan with his own Alcott branded Australian Open shoes,making him the first ever wheelchair athlete in the world to get his own Nike Player Exclusive shoes. List the results (30% of vote) In January, The New York Times dubbed Dylan, “The most famous man at the Australian Open”. Where a year earlier, awareness of Dylan was only 6%, 1 in 4 now knew him. And while ANZ can’t claim to be the sole driver of Dylan’s profile, Dylan heaps praise on the bank at every opportunity, describing the way ANZ activated its sponsorship as “life changing” for himself and the 1 in 5 Australians with a disability. And the benefits went both ways. Reaching over 162m people through paid and owned media, IPSOS identified a +46% improvement in campaign recognition when compared to ANZ’s work with Djokovic. In turn, for the millions of Australians effectively reached, ANZ saw significantly higher Brand Consideration and Corporate Reputation scores (+45% and +250% respectively). Furthermore, Analytic Partners econometrics modelling suggested a return on investment of 614% - the highest ROI for ANZ tennis ever.