Marriage Unblocked|海报/平面|广告营销案例【ADGuider广告指南】

婚姻畅通

案例简介：背景今天，87% 所有国家都禁止同性婚姻，这意味着爱情是一项人权，受到歧视性国家和机构的控制。这就是Unblocked倡议婚姻的背景-一个数字平台，每个人，无论标签如何，都可以在区块链上求婚、交换誓言和结婚。瑞典运动时尚品牌bj ö rnborg一直为平等挺身而出。在他们认为体育就是爱，爱是平等的信念的驱使下，他们对挑战边界运动的规范和机构并不陌生。由于bj ö rnborg是一个很小的运动品牌，因此他们的营销预算只是大品牌的一小部分。为了支持平等的爱，比约恩·博格 (bj ö rnborg) 希望发起一场运动，以令人惊讶的方式大胆地继续为平等的爱而战。通过这项举措，比约恩·博格 (bj ö rnborg) 的目标是加强目标受众之外的情感联系。理想的目标受众是LGBT和技术社区。描述创意 (投票30%) 瑞典运动时尚品牌bj ö rnborg一直为平等挺身而出。2018年，以区块链技术为动力的比特币引起了金融界的关注。它也引起了比约恩·博格 (bj ö rnborg) 的注意，但他们决定使用区块链来交易提案，誓言和我愿意。比约恩·博格在以太坊区块链上建立了一个婚姻登记处，可以通过网站marriageunblocked.com访问。该网站促进了加密的婚姻合同，而不是金钱交易，使每个人都有可能在区块链上创建爱情合同。今天，歧视性国家拥有登记婚姻的权力。相反，区块链不受任何第三方控制-加密的结婚证书由区块链社区合法化，以数字方式存储并分布在全球数百万台服务器上，安全地超出了歧视性国家的范围。描述策略 (投票20%) 通过这项举措，比约恩·博格 (bj ö rnborg) 的目标是加强当前目标受众，体育和时尚之外的情感联系。理想的目标受众是LGBT和技术社区。该计划是 “社交优先”，这就是比约恩·博格 (bj ö rnborg) 在其社交媒体渠道中推出竞选电影的原因，其中有LGBT夫妇分享了他们的爱情和歧视故事。展示了如何利用最初为加密货币提供动力的新技术，从而推动了在线讨论，并吸引了技术和LGBT社区。比约恩·博格 (bj ö rnborg) 还用有针对性的标语劫持了反LGBT国家的时事。描述执行 (投票20%) 这项运动在2018年6月展开，恰逢骄傲月和世界杯，由一个臭名昭著的反LGBT国家俄罗斯主办。目的是让人们在瑞典和全球范围内在线参与这项事业。为了共享，比约恩·博格 (bj ö rnborg) 制作了一部短片，与同性伴侣谈论爱情和歧视，其中包括来自反LGBT国家的一对夫妇，他们也通过在平台上结婚来领导竞选活动。比约恩·博格 (bj ö rnborg) 在他们的社交平台和记者上传播了这部电影。他们还接触了利基社区和媒体，重点关注技术、区块链、生活方式和LGBT。该平台是由一家初创公司建立的，该公司率先利用区块链技术，这也使他们有了谈论区块链的信誉。该平台在LGBT和区块链社区和在线论坛中流行。为了传播这个消息，比约恩·博格 (bj ö rnborg) 还用有针对性的标语劫持了反LGBT国家的时事。列出结果 (投票30%) -85m独特的媒体印象。超过400% 的预期覆盖范围。 -凭借1.5万次社交媒体曝光，该计划成为比约恩·博格 (bj ö rnborg) 迄今为止表现最好的社交媒体计划。目标超过1500%。 -全球超过200种出版物，包括AdAge，Huffington Post，LBBOnline，Out，Elle，milenoo，Campaign，Pink News，Trendhunter和Business Insider的报道。目标超过500%。 -该活动的目标是超越比约恩·博格 (bj ö rnborg) 当前的目标受众/群体，体育和时尚。90% 范围不在这两个部分。 -第一周有数百人结婚。目标超过480%。 -该活动增加了与bj ö rn Borg的情感联系29% (Xtreme品牌追踪器2018) -婚姻畅通无阻引发了关于平等以及创新使用技术如何赋予人类权力的讨论。

婚姻畅通

案例简介：Background Today, same-sex marriages are prohibited in 87% of all countries, meaning that love, a human right, is controlled by discriminatory states and institutions. That’s the background to the initiative Marriage Unblocked – a digital platform where everyone, no matter the label, can propose, exchange vows and get married on the blockchain. Swedish sports fashion brand Björn Borg has always stood up for equality. Driven by their belief that sports is love and love is equal, they are no stranger to challenging norms and institutions with boundary-pushing campaigns. As Björn Borg is a tiny sports brand, their marketing budget is a fraction of that of big brands. To support equal love, Björn Borg wanted to create a campaign that boldly continues their fight for equal love, in a surprising way. With the initiative, Björn Borg’s goal was to strengthen emotional connections outside their target audience. The desired target audience was LGBT and tech communities. Describe the creative idea (30% of vote) Swedish sports fashion brand Björn Borg has always stood up for equality. In 2018, Bitcoin, powered by blockchain technology, caught the financial world’s attention. It also caught Björn Borg’s attention, but instead of trading money, they decided to use blockchain to trade proposals, vows and I do’s. Björn Borg built a marriage registry on the Ethereum blockchain, accessible through a website, marriageunblocked.com. The website facilitates encrypted marriage contracts, instead of money transactions, giving everyone the possibility to create contracts of love on the blockchain. Today, discriminatory states hold the power to register marriages. Blockchain, on the contrary, is not controlled by any third party – the encrypted marriage certificates are legitimised by the blockchain community, stored digitally and distributed on millions of servers around the world, safely out of reach of discriminatory states. Describe the strategy (20% of vote) With the initiative, Björn Borg’s goal was to strengthen emotional connections outside their current target audience, sports and fashion. The desired target audience was LGBT and tech communities. The initiative was social first, which is why Björn Borg rolled out a campaign film in their social media channels, featuring LGBT couples who shared their stories of love and discrimination. Showing how a new technology originally built to power cryptocurrencies can be leveraged for good drove the discussion online and engaged both tech and LGBT communities. Björn Borg also hijacked current events in anti-LGBT nations with targeted banners. Describe the execution (20% of vote) The campaign rolled out in June 2018, coinciding with Pride Month and the World Cup, hosted by a notorious anti-LGBT nation, Russia. The aim was to make people engage with the cause online, both in Sweden and globally. For shareability, Björn Borg created a short film with same-sex couples talking about love and discrimination, including a couple from an anti-LGBT country who also fronted the campaign by getting married on the platform. Björn Borg spread the film on their social platforms and to journalists. They also reached out to niche communities and media, focusing on tech, blockchain, lifestyle and LGBT. The platform was built by a startup pioneering in leveraging blockchain technology for good, which also gave them credibility to talk about blockchain. The platform trended in LGBT and blockchain communities and forums online. To spread the word, Björn Borg also hijacked current events in anti-LGBT nations with targeted banners. List the results (30% of vote) - 85M unique media impressions. Expected reach exceeded with over 400%. - With 1.5M social media exposures, the initiative became Björn Borg’s best-performing social media initiative to date. Goal exceeded by over 1500%. - Over 200+ publications globally, including coverage in AdAge, Huffington Post, LBBOnline, Out, Elle, Milenio, Campaign, Pink News, Trendhunter and Business Insider. Goal exceeded by over 500%. - The goal of the campaign was to reach beyond Björn Borg’s current target audience/segment, sports and fashion. 90% of the reach was outside those two segments. - Hundreds of people got married during the first week. Goal exceeded by over 480%. - The campaign increased emotional connection to Björn Borg by 29% (Xtreme Brand Tracker 2018) -Marriage Unblocked ignited a discussion on equality, and how innovative use of technology can empower humanity.