NEW YORK WRITES ITSELF|短视频|广告营销案例【ADGuider广告指南】

纽约写自己

案例简介：描述活动/条目乡村之声要求我们证明他们的品牌地位，成为纽约真正的、未经审查的声音，同时, 重新建立品牌，成为艺术和文化的源泉。我们从洞察开始，纽约存在的最原始、最不受审查和最有趣的声音来自街上的人。《纽约写作自我》为纽约人创造了一个新的目的地，写下他们在街上听到的伟大的事情 -- 这形成了一个不断增长的在线脚本，乡村声音利用它变成了一个新的来源编辑和创造性内容 -- 直接来自纽约人的声音。描述客户的简报乡村之声有着捕捉纽约真实、未经审查的声音的传统。在竞争激烈的纽约 (和美国) 媒体市场 (《纽约时报》、《纽约客》、《纽约邮报》、 Gothamist 等) 我们的目标是将人们与乡村声音重新联系起来，作为捕捉纽约真实声音的品牌 -- 一个诚实、原始和真实的编辑观点,也是一份与真正的纽约人以及艺术和娱乐等纽约文化场景保持联系的报纸。结果纽约写道自己在公关方面非常成功:> 2400万迄今为止的媒体印象> 展览在艺术总监俱乐部的出席率创纪录> 200万对 NewYorkWritesItself.com 的独特访问> 包括《纽约时报》和《哥伦比亚广播公司新闻》在内的 52 篇媒体文章> 纽约写道本身产生了如此强烈的文化影响, 《乡村之声》已经使它成为其艺术和文化内容的永久部分 -- 一部百老汇以外的戏剧和喜剧系列目前正在为 2012> 制作，它创造了一个全新的内容平台村庄声音执行介绍 “纽约写作自我” -- 我们首先创建一个平台，邀请纽约人写下他们在街上听到的有趣、奇怪、浪漫或纯粹疯狂的事情。然后，我们以一种将公共关系作为艺术和文化的新来源的方式重新创作了作品。为了做到这一点，我们与纽约活字印刷艺术家合作，在一个展览中，将纽约人的声音作为艺术品带到了生活中。这个想法在纽约形成了真正的文化脉络，在包括《纽约时报》和哥伦比亚广播公司新闻在内的许多相关渠道中获得了广泛的公关。由于这个想法在文化上的成功，乡村之声已经使它成为其艺术和文化内容的永久部分 -- 作为一个不断吸引纽约人的品牌的新平台, 并证明了品牌作为纽约真实、未经审查的声音的地位。形势乡村之声是纽约标志性的报纸和编辑频道。作为纽约真实、未经审查的声音，它在市场上拥有品牌地位 -- 一个诚实和真实的观点。然而，来自纽约竞争激烈的报纸/编辑市场以及在线娱乐和舆论渠道的竞争日益激烈。因此，我们的挑战是通过在现代社会中重新发明品牌遗产来重新建立品牌，成为市场的领导者新鲜而迷人的方式，将创造一个自己的财产和品牌定位。战略我们的策略是创建一个平台和公关故事来证明这一点，而不是告诉人们乡村之声是纽约广告活动中的真正声音。要做到这一点, 我们挖掘了纽约持续娱乐的真正来源 -- 街上纽约人的声音 -- 并把这些声音变成了一个新的文化内容来源，这两个来源都将证明村庄的声音作为纽约真正的代言人, 并在同一时间,成长为一个新的文化内容和娱乐来源。这为乡村之声作为编辑品牌创造了一个全新的空间。

纽约写自己

案例简介：Describe the campaign/entry Village Voice asked us to prove their brand position of being the real, uncensored voice of New York, and at the same time, re-establish the brand as a go-to source of arts and culture. We began with the insight that the most raw, uncensored and entertaining voice that exists in New York comes from people on the street. ‘New York Writes Itself’ created a new destination for New Yorkers to write down the great things they hear on the streets – which forms a continually growing online script that Village Voice harnesses to turn into a new source of editorial and creative content – straight from the voices of New Yorkers. Describe the brief from the client The Village Voice has a heritage of capturing the real, uncensored voice of New York. In a highly competitive New York (and USA) media market (New York Times, The New Yorker, NY Post, Gothamist etc) our objective was to re-connect people with the Village Voice as the brand that captures the real voice of NYC – An honest, raw and real editorial point of view, and also a newspaper that is in touch with real New Yorker’s and the New York cultural scene such as the arts and entertainment. Results New York Writes Itself has been hugely successful in PR: >24 million media impressions to date >Exhibition had a record attendance at the Art Director’s Club >2 million unique visits to NewYorkWritesItself.com >52 articles of earned media including NY Times and CBS News >New York Writes Itself has made such a strong cultural impact, Village Voice has made it a permanent piece of its arts and culture content - An Off-Broadway play and comedy series are currently in production for 2012 >Created an entirely new platform of content curated by the Village Voice Execution Introducing ‘New York Writes Itself’ – we began by creating a platform inviting New Yorkers to write down the funny, weird, romantic, or just plain crazy things they hear people say on the streets. We then re-created the writing in a way that would create PR as a new source of arts and culture. To do this we collaborated with New York letterpress artists to re-create the most popular submissions letter by letter, in an exhibition that brought New Yorkers voices to life as pieces of art. The idea struck a real cultural vein in New York, gaining widespread PR in many relevant channels outside the Village Voice including The New York Times and CBS News. Due to the cultural success of the idea, the Village Voice has made it a permanent piece of its arts and culture content – standing as a new platform for the brand that constantly engages New Yorkers, and proves the brands position as the real, uncensored voice of New York. The Situation The Village Voice is an iconic newspaper and editorial channel in New York. It has held a brand position in the market as the real, uncensored voice of New York – An honest and real point of view. However, the Village Voice has had increased competition from both the highly competitive newspaper / editorial market in New York, and online channels of entertainment and opinion. Therefore, our challenge was to re-establish the brand as a leader in the market by re-inventing the brands heritage in a modern, fresh and engaging way that would create an ownable property and brand positioning. The Strategy Rather than tell people that the Village Voice is the real voice of NY in an advertising campaign, our strategy was to create a platform and PR story that would prove it. To do this, we tapped into a real source of constant entertainment in New York – the voices of New Yorkers on the street – and turned these voices into a new source of cultural content that would both prove the Village Voice’s brand position as the real voice of NY, and at the same time, grow as a new source of cultural content and entertainment in itself. This has created an entirely new space for the Village Voice as an editorial brand.