Losev - Change the end|微电影|广告营销案例【ADGuider广告指南】

Losev-改变结束

案例简介：为什么这项工作与娱乐相关？这项工作是关于重新创作一部非常标志性的土耳其电影，通过改变其最终场景来塑造流行文化。通过这样做，我们设法以一种非常自然、相关和有影响力的方式传递我们的信息。背景 LOSEV 是土耳其白血病儿童健康基金会，成立于 1998 年。 2018 是 LOSEV 的 20 周年纪念日，基金会希望利用这个机会提高对白血病的认识并增加捐赠。这场运动的主要挑战是在预算非常有限的情况下产生巨大的影响。描述创意这个伟大的想法是为土耳其电影史上最悲伤的电影之一 (标题: 我亲爱的兄弟-1973) 创造一个替代结局。这部电影是关于一个患有白血病的小男孩。他最大的愿望是在家里有一台电视机，他的哥哥尽一切努力为他买，但不幸的是，他在看电视之前就要死了。因此，为了突出洛舍夫改变命运的角色，我们决定用一个快乐的结局来改变这部电影著名的最后一幕。在这个新的最后一幕中，大哥把电视带回家，就像原版电影一样，但是他没有发现他的小弟弟死了,他叫醒了他，他们开始高兴地一起看电视。描述策略该策略是强调白血病患儿存活率的巨大差异。回到 70 年代，白血病患儿的平均存活率约为 % 10，但今天这一比率已增至 94%。LOSEV 在这一时期发挥了关键作用，通过说服人们只要有足够的专科医院和医生就可以治疗白血病来提高对白血病的认识。因此，我们想向人们展示，如果他们继续支持 LOSEV，他们可能会导致许多白血病儿童的命运。描述执行为了重新拍摄这个新的结局场景，原来的家被同样地重建了。塑料面具旨在创造原始演员的面孔。传奇明星塔里克 · 阿坎的儿子，扮演了他父亲的角色。最初船员中活着的每个人都热情地参与进来。我们刚刚在网上发布了新的结尾场景，几乎没有媒体预算。突然，它无处不在。这部有新结局的全长电影再次在国家电视台和选定的电影院放映，作为 l ö sev 的筹款活动开幕。该活动于 2018 年 11 月 7 日启动，并于 12 月 7 日结束。生产和媒体的总预算为 37.000 美元。生产和媒体预算的很大一部分已经作为无偿资金支付。描述结果达到: 推特: 1.099.195 Youtube: 572.000 Facebook: 597.400 公关覆盖: 771.263 美元该活动在 188 家媒体上播出。 (9 份全国性报纸，7 份地方报纸，21 个电视频道，151 个在线新闻网站) 影响: 与 2018 第三季度相比，30% 季度的捐赠增加了 2018。

Losev-改变结束

案例简介：Why is this work relevant for Entertainment? This work is all about re-creating a very iconic Turkish movie that shaped the popular culture by changing its final scene. By doing so we managed to deliver our message in a very natural, relevant and impactful way. Background LOSEV is a Turkish health foundation for children who have leukemia founded in 1998. 2018 was the 20th anniversary of LOSEV and the foundation wanted to use that opportunity to raise awareness about leukemia and increase the donations. The main challenge for this campaign was to create big impact with a very limited budget. Describe the creative idea The big idea was to create an alternate ending for one of the saddest movie (Title: My Dear Brother-1973) of Turkish cinema history. The film was about a little boy with leukemia. His biggest wish was to have a television at home, his older brothers were trying everything to get it for him, but unfortunately he was dying just before he can watch it. So in order to highlight the fate changing role of the LOSEV, we've decided to change the famous final scene of the movie with a happy ending. In this new final scene, the big brother brought the television home, just like in the original film, but instead of finding his little brother dead, he waked him up and they started to watch the television together with joy. Describe the strategy The strategy was all about the stressing out the dramatic difference in the survival rate of kids with leukemia. Back in the 70's the average survival rate for kids with leukemia was around %10 but today this rate has increased to 94%. LOSEV played a key role in this period in terms of raising awareness about leukemia by convincing people that leukemia can be treated as long as there's enough specialized hospitals and doctors. Therefore we wanted to show people that if they keep supporting LOSEV they can the fate of many children with leukemia. Describe the execution To reshoot this new ending scene, the original home was identically rebuilt. Plastics masques were designed to create the faces of the original actors. The son of the legendary star Tarik Akan, played his father’s role. Everyone alive from the original crew passionately chipped in. We just posted the new ending scene online with literally no media budget. And suddenly, it was everywhere.The full length movie with the new ending was screened again on national TV and in selected movie theaters, opening galas serving as fundraising events for Lösev. The campaign was launched on November 7th 2018 and ended on December 7th. The total budget for production and media was USD 37.000. A huge part of the production and media budget has been covered as pro-bono. Describe the outcome Reach : Twitter: 1.099.195 Youtube: 572.000 Facebook: 597.400 PR Coverage : 771.263 USD The campaign was featured in 188 media outlets. (9 National Newspaper, 7 Local Newspaper, 21 TV Channels, 151 Online News Site) Impact : Donations in Q4 2018 increased 30% compared to Q3 2018.