The Marathon Walker|短视频|广告营销案例【ADGuider广告指南】

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马拉松步行者

案例简介：活动描述自美国波士顿马拉松爆炸案以来，公共空间中这类品牌行为的法规大幅增加。如此之多，以至于今年几乎没有参加巴黎马拉松的人不仅仅是穿着跑步服装的跑步者。 siabatou Saaneh 未经马拉松组织者官方许可被允许参加比赛的事实证明，这一行动和信息比法规更有力。有效性在非洲，妇女每年花 400亿小时散步喝水。为了提高人们对这个问题的认识，我们与建设可持续水源的慈善机构 “非洲之水” 合作。然后我们问了一个来自这些社区的女人，Siabatou Sanneh, 第一次离开她的村庄，参加巴黎马拉松，向世界展示她每天的斗争有多艰难。经过两年的签证斗争、埃博拉危机的问题和许多障碍，我们成功地将 Siabatou 带到了法国。2015年4月12日，Siabatou 走在巴黎马拉松赛上，头上戴着一罐水和三明治，上面写着: “在非洲，女人每天都走这么远的路去喝干净的水。帮助缩短距离。“观众随后被引导到 TheMarathonWalker.com，在那里他们可以通过以米的形式捐款来帮助缩短距离。实施 Siabatou 的简单行为不仅引起了马拉松观众的注意，也引起了全世界的注意。她的故事出现在报纸、博客、杂志的头版，也是许多新闻频道的特色故事。她的名字成为法国的头号热门话题，她在马拉松比赛中行走的形象在社交媒体上被分享了数百次。人们如此感动，以至于帮助非洲供水的捐款淹没了 5 个钻孔，其中一个就在锡巴图的村庄。结果在 Siabatou 开始她象征性的比赛一小时后，我们收集了足够的资金在她的村子里建造第一个钻孔。在短短三周内，这场运动使我们能够开始建造另外 4 个钻孔，并改变成千上万非洲人的生活。该活动获得了超过 2500万的印象和 400万欧元的媒体收入，预算几乎为零。这只是个开始。我们正在完成一部 26 分钟的纪录片，将在未来一年继续筹集资金。相关性为了促进非洲的水，并帮助提高对水短缺的认识，我们邀请冈比亚妇女 Siabatou Saanneh 劫持巴黎马拉松，组织了一次现场体验。Siabatou 走在巴黎马拉松赛上，头上挂着一罐水和一个品牌三明治广告牌，上面写着: 在非洲，女性每天都要走这么远的距离去喝干净的水。帮助缩短距离。这个噱头引起了全世界媒体的关注，为非洲的水和水危机照亮了曙光。

马拉松步行者

案例简介：Campaign Description Since the Boston marathon bombings in the USA, regulations for these type of branded actions in public spaces have increased dramatically. So much so, that this year there was barely any participants in the Paris marathon that weren’t simply runners in their running attire.The fact that Siabatou Saaneh was allowed to participate without official permission from the Marathon organizers was proof that the action and the message were stronger than the regulations. Effectiveness In Africa, women spend 40 billion hours every year walking for water. To create awareness around the problem we partnered with Water For Africa, a charity that builds sustainable water sources. We then asked a woman from one of these communities, Siabatou Sanneh, to leave her village for the first time in her life and participate in the Paris marathon and show the world just how hard her daily struggle really is. After two years of visa battles, problems with the Ebola crisis and many hurdles we succeeded to bring Siabatou to France. On April 12, 2015, Siabatou walked the Paris marathon with a jerrycan of water on her head and sandwich board that read: “In Africa, women walk this distance every day for clean water. Help shorten the distance.” Viewers were then directed to the TheMarathonWalker.com, where they could help shorten the distance by donating money in the form of meters. Implementation Siabatou’s simple act grabbed the attention of not only the spectators at the marathon but the world. Her story was featured on the front pages of newspapers, blogs, magazines and was a featured story on many news channels. Her name became the #1 trending topic in France and the image of her walking in the marathon was shared hundreds of times on social media. People were so moved that donations flooded in helping Water For Africa fund 5 boreholes, including one right in Siabatou’s village. Outcome One hour after Siabatou started her symbolic race, we collected enough funds to build the first borehole in her village. In just 3 weeks, the campaign has allowed us to start the construction of 4 more boreholes, and change the lives of thousands of African people. The campaign got over 25 million impressions and 4 million euros in earned media with a budget of next to nothing. And this is just the beginning. We are finishing a 26-minute documentary that will continue to raise funds throughout the upcoming year. Relevancy To promote Water for Africa and help create awareness around the scarcity of water, we organized a live experience by inviting Siabatou Saanneh, a gambian woman, to hijack the Paris Marathon. Siabatou walked the Paris marathon with a jerrycan of water on her head and a branded sandwich billboard that read: In Africa, women walk this distance every day for clean water. Help shorten the distance. The stunt grabbed the attention of the media worldwide shining a light on Water for Africa and on the water crisis.