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纸旗
案例简介：结果和有效性 在出版当天，Mawbima 在发行后 3 小时内售罄。随着每天 135,000 的发行量，全国各地都可以看到报纸旗帜，人们展示了独立日对他们有多重要。Mawbima 收到的反馈是压倒性的和积极的。供应商和读者说，这面旗帜是一个深思熟虑的补充，值得赞赏，因为它很有用，也很容易制作。总的来说，Mawbima 国旗通过一项具有国家重要性的活动吸引了该报的读者，并加强了其作为相关和有见地出版物在目标受众中的声誉。 创意执行 为报纸工作给了我们创造内容的机会，但是我们想发展一种更吸引人的方式来与人联系。因此，我们不是看我们能在报纸上做什么，而是看我们能在报纸上做什么。像任何国家一样，国旗是独立的最有力的象征。因此，我们的解决办法很简单: 把一家全国性报纸变成一面国旗。我们知道我们的执行必须很容易，所以任何人都可以做到。通过在背面印刷国旗，并添加一些简单的说明，读者可以把他们的报纸变成斯里兰卡国旗，他们可以在独立日挥舞。这使得 Mawbima 不再仅仅是一家报纸，而是成为人们表达对国家热爱的一种方式。 见解、战略和想法 Mawbima 是斯里兰卡工人阶级阅读的全国性报纸。该报在中断后，于 2011年重新推出，目前仍在与传统观众重新联系。由于斯里兰卡的多样性，独立日对国家来说是一个重要的日子，因为它是一年中的一天，对所有社区都同样重要。由于该国最近的麻烦，这一天最近变得更加重要，这带来了新一轮的民族主义情绪。在该报的目标受众中尤其如此。因此，我们认为斯里兰卡的独立日是加强马瓦岛与其听众之间关系的绝佳机会。但是为了有效地做到这一点，我们需要为论文设计一种方法来展示读者的民族自豪感。
纸旗
案例简介：Results and Effectiveness On the day of publication, Mawbima sold out within 3 hours of its release. With a daily circulation of 135,000, newspaper flags were seen throughout the country as people showed how important Independence Day was to them. The feedback Mawbima received was overwhelming and positive. Vendors and readers said the flag was a thoughtful addition and that it was appreciated because it was useful and very easy to make. Overall, the Mawbima National Flag engaged the paper's readers through an event of national importance and reinforced its reputation amongst its target audience as a relevant and insightful publication. Creative Execution Working for a newspaper gave us the chance to create content but we wanted to develop a more engaging way to connect to people. So instead of looking at what we could do in the paper, we looked at what we could do with the paper. Like in any country, the national flag is the most powerful symbol of independence. Our solution was therefore a simple one: turn a national newspaper into a national flag. We knew our execution had to be easy so anyone could do it. By printing the flag on both sides of the back page and adding few simple instructions, readers could turn their newspaper into a Sri Lankan flag, which they could wave on Independence Day. This allowed Mawbima to move beyond just being a newspaper and become a way for people to express their love for the country. Insights, Strategy and the Idea Mawbima is a national newspaper read by Sri Lanka's working class. The paper, after a hiatus, had relaunched itself in 2011 and was still in the process of reconnecting with its traditional audience. Independence Day, because of Sri Lanka's diversity, is an important day for the nation as it is the one day of the year that is equally relevant to all communities. The day had recently become even more significant due to the country's recent troubles, which had brought a new wave of nationalistic feelings. This was especially true amongst the paper's target audience. We therefore saw Sri Lanka's Independence Day as a strong opportunity to strengthen the relationship between Mawbima and its audience. But to do this effectively, we needed to devise a way for the paper to bring out its readers' national pride.
PAPER FLAG
案例简介：结果和有效性 在出版当天，Mawbima 在发行后 3 小时内售罄。随着每天 135,000 的发行量，全国各地都可以看到报纸旗帜，人们展示了独立日对他们有多重要。Mawbima 收到的反馈是压倒性的和积极的。供应商和读者说，这面旗帜是一个深思熟虑的补充，值得赞赏，因为它很有用，也很容易制作。总的来说，Mawbima 国旗通过一项具有国家重要性的活动吸引了该报的读者，并加强了其作为相关和有见地出版物在目标受众中的声誉。 创意执行 为报纸工作给了我们创造内容的机会，但是我们想发展一种更吸引人的方式来与人联系。因此，我们不是看我们能在报纸上做什么，而是看我们能在报纸上做什么。像任何国家一样，国旗是独立的最有力的象征。因此，我们的解决办法很简单: 把一家全国性报纸变成一面国旗。我们知道我们的执行必须很容易，所以任何人都可以做到。通过在背面印刷国旗，并添加一些简单的说明，读者可以把他们的报纸变成斯里兰卡国旗，他们可以在独立日挥舞。这使得 Mawbima 不再仅仅是一家报纸，而是成为人们表达对国家热爱的一种方式。 见解、战略和想法 Mawbima 是斯里兰卡工人阶级阅读的全国性报纸。该报在中断后，于 2011年重新推出，目前仍在与传统观众重新联系。由于斯里兰卡的多样性，独立日对国家来说是一个重要的日子，因为它是一年中的一天，对所有社区都同样重要。由于该国最近的麻烦，这一天最近变得更加重要，这带来了新一轮的民族主义情绪。在该报的目标受众中尤其如此。因此，我们认为斯里兰卡的独立日是加强马瓦岛与其听众之间关系的绝佳机会。但是为了有效地做到这一点，我们需要为论文设计一种方法来展示读者的民族自豪感。
PAPER FLAG
案例简介：Results and Effectiveness On the day of publication, Mawbima sold out within 3 hours of its release. With a daily circulation of 135,000, newspaper flags were seen throughout the country as people showed how important Independence Day was to them. The feedback Mawbima received was overwhelming and positive. Vendors and readers said the flag was a thoughtful addition and that it was appreciated because it was useful and very easy to make. Overall, the Mawbima National Flag engaged the paper's readers through an event of national importance and reinforced its reputation amongst its target audience as a relevant and insightful publication. Creative Execution Working for a newspaper gave us the chance to create content but we wanted to develop a more engaging way to connect to people. So instead of looking at what we could do in the paper, we looked at what we could do with the paper. Like in any country, the national flag is the most powerful symbol of independence. Our solution was therefore a simple one: turn a national newspaper into a national flag. We knew our execution had to be easy so anyone could do it. By printing the flag on both sides of the back page and adding few simple instructions, readers could turn their newspaper into a Sri Lankan flag, which they could wave on Independence Day. This allowed Mawbima to move beyond just being a newspaper and become a way for people to express their love for the country. Insights, Strategy and the Idea Mawbima is a national newspaper read by Sri Lanka's working class. The paper, after a hiatus, had relaunched itself in 2011 and was still in the process of reconnecting with its traditional audience. Independence Day, because of Sri Lanka's diversity, is an important day for the nation as it is the one day of the year that is equally relevant to all communities. The day had recently become even more significant due to the country's recent troubles, which had brought a new wave of nationalistic feelings. This was especially true amongst the paper's target audience. We therefore saw Sri Lanka's Independence Day as a strong opportunity to strengthen the relationship between Mawbima and its audience. But to do this effectively, we needed to devise a way for the paper to bring out its readers' national pride.
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