Inspired by Iceland|海报/平面|广告营销案例【ADGuider广告指南】

灵感来自冰岛

案例简介：冰岛已经从欧洲最贫穷的国家之一转变为一代人以来最富有的国家之一。2008年金融危机后，冰岛再次遭受打击，火山意外爆发，并向冰岛空气中注入火山灰。围绕冰岛的负面新闻和情绪让潜在游客望而却步。火山的影响立即显现，在 4月剩下的两周时间里，旅游人数骤降 30%，这种下降一直持续到 5 月初。这场运动让冰岛人向世界讲述他们的故事。2010年7月，冰岛小时被创建，在此期间，冰岛人上网告诉世界他们有多爱他们的国家。甚至首相也参与了! 在发射后的两周内，超过 85% 的冰岛人意识到了这场运动。6 周后，超过一半的冰岛公众贡献了故事。在短短 10 周内，这个国家被认为是一个安全的地方，游客人数比预期增加了 27%。2011年第一季度，冰岛的游客人数达到有史以来的最高水平。仅在 Facebook 上，就有超过 45,000 名粉丝被招募，超过 200万篇故事被粉丝看到并发送出去。从 6月到 8月，现场网络摄像头被观看了 6000万次。总共有 73,000 名来自欧洲的游客访问冰岛，为冰岛经济增加了 1.27 亿英镑。在此期间，竞选总支出为 200 万英镑，短期 ROMI 为 62.7: 1。受冰岛的启发，展示了一种新的社会参与模式如何改变态度和行为，并带来令人印象深刻的商业成果。

灵感来自冰岛

案例简介：The country of Iceland had transformed itself from one of Europe's poorest countries to one of its wealthiest in the space of a generation. After the financial crisis in 2008, Iceland suffered yet another blow when that volcano unexpectedly erupted and sent plumes of ash into the Icelandic air. The negative press and sentiment surrounding Iceland was turning potential tourists off. The effect of the volcano was felt immediately with tourism numbers plummeting 30% in the two remaining weeks of April, a decline that continued into the start of May. This campaign involved Icelanders in telling their stories to the world. In July 2010, Iceland hour was created during which Icelanders went online and told the world how much they love their country. Even the Prime Minister got involved! Within 2 weeks of the launch, over 85% of Icelanders were aware of the campaign. After 6 weeks, over half of the Icelandic public had contributed stories. Within just 10 weeks, the country was perceived as a safe place to visit again, visitor numbers were up 27% against forecasts. The first quarter of 2011 has seen Iceland’s highest tourist numbers ever. On Facebook alone over 45,000 fans were recruited and over 2 million stories were seen and sent out by fans. Between June and August the live webcams were viewed 60 million times. In total an additional 73 thousand tourists visited the country from Europe, worth an additional £127.4m to Iceland’s economy. The total campaign expenditure was £2m within this period, giving a short-term ROMI of 62.7:1. Inspired by Iceland demonstrates how a new model of Social Participation can change both attitudes and behaviours, and deliver impressive commercial results.