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我们所有人都有英雄吗？
案例简介：五年前，尊严健康和十一帮助推进了广播广告中 “发现镜头” 的概念，当时他们发起了突破性的 “你好，人类善良” 运动。在用这种非传统的方法获得成功后，尊严健康和十一创造了近 10 个发现的镜头广告 -- 所有这些都强调了人类善良的重要性，并表明我们都拥有治愈的力量。尽管大预算、轰动一时的电视广告活动仍然是许多品牌的支柱，但新技术的出现, 媒体和情感故事让公司比以往任何时候都更容易 -- 比如尊严健康 -- 在没有演员、过高的生产预算和名人代言的情况下传达他们的信息。事实上，自发现的镜头开始播放以来，对尊严健康的认识增加了 7 倍。尊严健康公司品牌营销副总裁马克 · 维登说: “我们不需要重现那些人类善良的时刻，因为它们已经存在了。”。“我们使用发现的镜头作为战略的原因是，这是真正让我们公司与外部世界保持一致的最佳方式。通过这些真实而有力的人类时刻，有什么更好的方式来传达我们作为医疗保健品牌的使命。"
我们所有人都有英雄吗？
案例简介：Together, Dignity Health and Eleven helped advance the concept of “found footage” in broadcast advertising when they launched the breakthrough 'Hello human kindness' campaign five years ago. After finding success with this untraditional approach, Dignity Health and Eleven have created nearly 10 found footage ads – all of which underscore the importance of human kindness and demonstrate that we all hold the power to heal. Though big-budget, blockbuster TV advertising campaigns are still a mainstay for many brands, the advent of new technologies, mediums and emotional storytelling makes it easier than ever for companies - like Dignity Health - to get their messages across sans actors, exorbitant production budgets, and celebrity endorsements. In fact, awareness of Dignity Health since the found footage spots started airing has increased 7-fold. Mark Viden Quote: “We don’t need to recreate those moments of human kindness, as they’re already out there,” said Mark Viden, Vice President of Brand Marketing at Dignity Health. “The reason we use found footage as a strategy is that it’s the best way to authentically align what our company stands for with the outside world. What better way to communicate our mission as a healthcare brand through these real and powerfully human moments.”
Is there a hero in all of us?
案例简介：五年前，尊严健康和十一帮助推进了广播广告中 “发现镜头” 的概念，当时他们发起了突破性的 “你好，人类善良” 运动。在用这种非传统的方法获得成功后，尊严健康和十一创造了近 10 个发现的镜头广告 -- 所有这些都强调了人类善良的重要性，并表明我们都拥有治愈的力量。尽管大预算、轰动一时的电视广告活动仍然是许多品牌的支柱，但新技术的出现, 媒体和情感故事让公司比以往任何时候都更容易 -- 比如尊严健康 -- 在没有演员、过高的生产预算和名人代言的情况下传达他们的信息。事实上，自发现的镜头开始播放以来，对尊严健康的认识增加了 7 倍。尊严健康公司品牌营销副总裁马克 · 维登说: “我们不需要重现那些人类善良的时刻，因为它们已经存在了。”。“我们使用发现的镜头作为战略的原因是，这是真正让我们公司与外部世界保持一致的最佳方式。通过这些真实而有力的人类时刻，有什么更好的方式来传达我们作为医疗保健品牌的使命。"
Is there a hero in all of us?
案例简介：Together, Dignity Health and Eleven helped advance the concept of “found footage” in broadcast advertising when they launched the breakthrough 'Hello human kindness' campaign five years ago. After finding success with this untraditional approach, Dignity Health and Eleven have created nearly 10 found footage ads – all of which underscore the importance of human kindness and demonstrate that we all hold the power to heal. Though big-budget, blockbuster TV advertising campaigns are still a mainstay for many brands, the advent of new technologies, mediums and emotional storytelling makes it easier than ever for companies - like Dignity Health - to get their messages across sans actors, exorbitant production budgets, and celebrity endorsements. In fact, awareness of Dignity Health since the found footage spots started airing has increased 7-fold. Mark Viden Quote: “We don’t need to recreate those moments of human kindness, as they’re already out there,” said Mark Viden, Vice President of Brand Marketing at Dignity Health. “The reason we use found footage as a strategy is that it’s the best way to authentically align what our company stands for with the outside world. What better way to communicate our mission as a healthcare brand through these real and powerfully human moments.”
我们所有人都有英雄吗？
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Is there a hero in all of us?
暂无简介
基本信息
- 广告战役： #Everyday Heroes#
- 广告品牌： Dignity Health
- 发布日期： 2017-08-01
- 行业领域： 生活服务 , 医疗/护理 , 医疗器械
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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