Bentley Burial|短视频|广告营销案例【ADGuider广告指南】

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本特利葬礼

案例简介：创意执行: 2013年9月15至20日间，6 条 Facebook 帖子震惊了巴西和媒体。Chiquinho Scarpa 在他的网页上发布，他将把他价值 500.000 美元的宾利埋在他豪宅的院子里，灵感来自法老。随后的其他帖子显示了葬礼的准备工作。人们感到厌恶。媒体上钩，在全国每个电视频道、广播电台、报纸、杂志和互联网门户网站上强烈批评斯卡帕的决定，为 ABTO 免费发起了 2200万美元的综合运动。在葬礼活动中，随着媒体的直播，器官捐赠运动被揭露出来。器官捐赠仅在 1 个月内就增加了 31.5%。仅通过 6 条 Facebook 帖子，就有 1.72亿多人对社交网络产生了影响。它创造了 2200万美元的媒体收入，包括电视 (包括直播) 、广播、报纸、杂志和互联网门户网站的自发报道，对媒体的投资为零。生产成本只有 6,000 美元 -- 这是整个活动的总成本。它在巴西的热门话题上排名第一，在世界排名第二。巴西人均器官捐赠者很少。我们需要进行公开辩论，并希望增加捐助者的数量。这种洞察力是强大的，因为它基于一个事实: 人们不会对埋葬可以拯救生命的器官感到震惊，而是对埋葬豪华车感到震惊。为了改变这一点，我们请了一位非常著名和古怪的巴西亿万富翁奇昆尼奥 · 斯卡帕在他的 Facebook 页面上发布，他将把他的半百万美元宾利埋在他豪宅的院子里, 灵感来自法老。在葬礼活动中，随着媒体向全国直播，器官捐赠活动被揭露出来。器官捐赠仅在 1 个月内就增加了 31.5%。仅社交网络就有 1.72亿多人受到影响。它通过零媒体投资创造了 2200万美元的媒体收入。简要解释巴西人均器官捐赠者很少。我们需要就这个问题进行公开辩论，并希望增加捐助者的数量。该策略是将器官捐赠问题纳入人们的日常生活，并引起他们的情绪。巴西器官移植协会是一个非营利组织，因此即使没有预算，这项运动也应该是有效的。因此，我们使用脸谱网作为 “引爆者” -- 发布是完全免费的 -- 并创造了一个能够通过其他媒介传播的想法, 没有媒体成本。人们不会对掩埋可以拯救生命的器官感到震惊。但他们是被一辆豪华车掩埋的。为了改变这一点，我们请了一位非常著名和古怪的巴西亿万富翁奇昆尼奥 · 斯卡帕在他的 Facebook 页面上发布，他将把他的半百万美元宾利埋在他豪宅的院子里, 灵感来自法老。人们感到厌恶。全国媒体上钩，在全国各电视频道、电台、报纸、杂志和互联网门户网站上强烈批评斯卡帕的决定, 免费为 ABTO 举办 2200万美元的综合活动。在葬礼活动中，随着媒体的直播，器官捐赠活动被揭露出来，取得了超出预期的结果。随后的海报、印刷品和电台节目都免费播出，并获得了媒体的支持。器官捐赠仅在 1 个月内就增加了 31.5%。仅通过 6 条 Facebook 帖子，就有 1.72亿多人对社交网络产生了影响。它创造了 2200万美元的媒体收入，包括电视 (包括直播) 、广播、报纸、杂志和互联网门户网站的自发报道，对媒体的投资为零。生产成本只有 6,000 美元 -- 这是整个活动的总成本。它在巴西的热门话题上排名第一，在世界排名第二。

本特利葬礼

案例简介：Creative Execution: Between September 15-20, 2013, 6 Facebook posts shocked all of Brazil and the media. Chiquinho Scarpa posted on his page that he would bury his U$ 500.000 Bentley in the yard of his mansion, inspired by the pharaos. Other posts followed showing the preparations for the burial. People were revolted. The media took the bait and strongly criticized Scarpa’s decision on every TV channel, radio station, newspaper, magazine and internet portal in the country, making a 22 Million Dollar integrated campaign for ABTO for free. In the burial event, with the media broadcasting live, the organs donation campaign was revealed. Organs donations increased by 31.5% in just 1 month. More than 172 Million people impacted on social networks alone, through only 6 Facebook posts. It generated 22 Million Dollars of earned media with all of the spontaneous coverage on TV (live broadcast included), radio, newspapers, magazines and Internet portals, with ZERO investments in media. The production cost was only 6 thousands Dollars – that’s the total cost of the whole campaign. It ranked number 1 in Brazil on Trending Topics and number 2 in the world. Brazil has very few organ donors per capita. We needed to generate a public debate and, hopefully, increase the number of donors. The insight is powerful because it is based on a truth: people are not shocked by the burying of organs that could save lives, but they are by the burying of a luxury car. To change that, we asked a very famous and eccentric Brazilian billionaire, Chiquinho Scarpa, to post on his Facebook page that he would bury his half a million Dollars Bentley in the yard of his mansion, inspired by the pharaos. In the burial event, with the media broadcasting live to the whole country, the Organs Donation campaign was revealed. Organs donations increased by 31.5% in just 1 month. More than 172 Million people were impacted on social networks alone. And it generated 22 Million Dollars of earned media with ZERO media investments. Brief Explanation Brazil has very few organ donors per capita. We needed to generate a public debate on the issue and, hopefully, increase the number of donors. The strategy was to bring the matter of organs donation into people’s daily lives and stir with their emotions. The Brazilian Association of Organ Transplantation is a non-profitable organization, so the campaign should be efficient even with no budget. Therefore, we used the Facebook as “fire starter” –posting is totally free –, and created an idea that had the power to go viral and spread along other mediums by itself, with no media costs.People are not shocked by the burying of organs that could save lives. But they are by the burying of a luxury car. To change that, we asked a very famous and eccentric Brazilian billionaire, Chiquinho Scarpa, to post on his Facebook page that he would bury his half a million Dollars Bentley in the yard of his mansion, inspired by the pharaohs. People were revolted. The national media took the bait and strongly criticized Scarpa’s decision on every TV channel, radio station, newspaper, magazine and internet portal in the country, making a 22 Million Dollar integrated campaign for ABTO for free. In the burial event, with the media broadcasting live, the organs donation campaign was revealed, achieving results way beyond the expected. Posters, prints and radio spots followed, all aired for free with the newly gained support from the media. Organs donations increased by 31.5% in just 1 month. More than 172 Million people impacted on social networks alone, through only 6 Facebook posts. It generated 22 Million Dollars of earned media with all of the spontaneous coverage on TV (live broadcast included), radio, newspapers, magazines and Internet portals, with ZERO investments in media. The production cost was only 6 thousands Dollars – that’s the total cost of the whole campaign. It ranked number 1 in Brazil on Trending Topics and number 2 in the world.