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我的 Otorongo 在哪里？
案例简介：概要 情况: 圣胡安啤酒是秘鲁亚马逊地区几十年来最受欢迎的啤酒。当地一只名叫奥托龙戈的本地美洲虎一直是它的象征和标志的一部分。可悲的是，由于砍伐森林和非法狩猎，只剩下 6000 只奥托龙果 -- 这是一个令人震惊的数字，人们和当局似乎都忽略了。简介: 寻找一种影响和不同的方式，在民众中提高对奥托隆戈人危险的认识，积极动员他们保护奥托隆戈人。目标:宣布该地区的奥托隆戈自然遗产，敦促当局实施适当的法律框架来保护该遗产。一旦请愿书上有足够的签名, 圣胡安将把美洲虎重新贴上标签，并获得当局的正式承诺，亚马逊地区最受欢迎的动物将继续成为其中的一部分。 结果 商业影响 155 升。/售出 3,089,571 瓶 620毫升。/销售额超过 3,000,000 美元。+ 每天 200 次访问网站。捐赠给地区政府以保护奥托隆戈:20,000.00 美元的回复率 + 每个出版物达到 480,000 个用户。 + 20,000 人参加了发射活动。 264 次视频访问。 70% 积极的评论。每份出版物平均有 350 条评论收集了 50,000 个签名，要求将奥托龙戈宣布为 Ucayali 的自然遗产。粉丝页面 Facebook: 达到 + 2 百万(独特用户)。由于居民采取的行动，otorongo 的行为改变被宣布为 Ucayali 的自然遗产。这是保护它的第一步。 相关性 圣胡安的定位植根于亚马逊文化的一些价值观，如力量和聪明的态度，以 “otorongo” 、秘鲁美洲虎为标志。圣胡安用一些不反映品牌价值的愚蠢动物取代了奥托龙戈，从而促使其每位顾客了解当前奥托龙戈的现实，这是一个濒临灭绝的物种。标签设计的一个简单转折提醒了他们对自己最喜欢的品牌的热爱。因此，该品牌会单独接触到消费者，这样他们就可以承诺使用 otorongo，特别是通过向当局请求。 活动描述 在广受欢迎的亚马逊狂欢节期间，圣胡安从标签上删除了奥托龙戈图像，取而代之的是一只狗、一头猪、一头牛，甚至一只公鸡。为了显示问题，只剩下 6,000 瓶带有 otorongo 的瓶子。反应很快，从惊讶到愤怒。这种愤慨激起了该地区最大城市普卡尔帕的人民, 他们走上街头，要求立即归还他们最有价值的象征，并签署请愿书，要求正式宣布奥托隆戈为该地区的自然遗产, 敦促当局实施适当的法律框架来保护它。 执行 实施圣胡安啤酒从标签上删除了奥托龙戈的图像，取而代之的是一只狗、一头猪、一头牛甚至一只公鸡。为了显示问题，只剩下 6,000 个带有 otorongo 图片的瓶子。•Timeline2 月 27 日，2016-2016年4月10日放置圣胡安啤酒瓶，分布在酒吧、超市、餐馆和杂货店。大约 30000亿瓶 Cerveza San Juan 瓶装; 其中只有 6,000 的标签上有 otorongo 的图像; 其他 2,994,000 描绘了一头猪,标签上分别是公鸡、奶牛和一只狗。 战略 数据收集我们为这项运动推出了 300万瓶 620毫升，其中只有 6,000 的人拥有奥托龙戈的形象，其余的人拥有没有濒危动物的形象。目标 audiencePrimary: 来自秘鲁亚马逊地区的 18 岁及以上的男性和女性，重点是 Ucayali 省。次要: 地区政府当局。接近让人们经历感受奥托龙戈的缺席的不舒服的经历，所以不可能不要求它的返回。行动呼吁 otorongo 正在灭绝。要么我们做点什么，要么我们将继续用不濒临灭绝的动物取代它。
我的 Otorongo 在哪里？
案例简介：Synopsis Situation: San Juan beer has been by far, the favorite beer in the Peruvian Amazon region for decades. A native jaguar of the region locally called Otorongo has always been its symbol and part of its logo. Sadly, due to deforestation and illegal hunting, only 6000 otorongos are left -an alarming number that people and authorities seem to ignore.Brief: To find an impacting and different way of creating awareness in the population about the risk of endangerment of the otorongo, actively mobilizing them for its protection.Objectives: To declare the otorongo natural heritage of the region, urging authorities to implement an adequate legal framework to protect it. Once there were enough signatures on the petition, San Juan would put the jaguar back on its labels and obtain a formal commitment from the authorities that the most beloved animal in the Amazon region would continue to be a part of it. Outcome Business impact •19,155 hectoliters. / 3,089,571 bottles of 620 ml sold. / More than USD$ 3,000,000 in sales.•+200 daily visits to the Website.•Donation to the regional government for the preservation of the otorongo: US $20,000.00Response rate•+480,000 users reached with each publication.•+20,000 people attended the launching event.•264,000 visits to videos.•70% positive comments.•+de 350 comments in average per publication•50 thousand signatures were collected to ask for the otorongo to be declared a natural heritage of Ucayali.•Fan Page Facebook: Reach +2 millions (unique users).Change in behaviourThe otorongo has been declared natural heritage of Ucayali as a result of actions taken by the population. This is the first legal step in its protection. Relevancy San Juan’s positioning is rooted on some values of the Amazon culture, such as strength and smart attitude, symbolized by the “otorongo”, the Peruvian jaguar. By replacing the otorongo for some goofy animals that do not reflect the brand values, San Juan pushed each of its customers to understand the reality of the current otorongos, a species in imminent danger of extinction. A simple twist in the label design reminded them what they love about their favorite brand. Therefore, the brand reached its consumers individually so they could commit themselves with the otorongo, specifically through a plea to the authorities. Campaign Description During the widely popular Amazon carnival, San Juan removed the otorongo image from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6,000 bottles with the otorongo were left for the purpose of showing the problem. Reactions came quickly, ranging from surprise to indignation. This indignation mobilized the people of Pucallpa, the largest city in the region, who took to the streets to demand the immediate return of their most highly valued symbol and to sign a petition for the otorongo to be officially declared natural heritage of the region, urging authorities to implement an adequate legal framework to protect it. Execution • ImplementationSan Juan beer removed the image of the otorongo from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of showing the problem. • TimelineFebruary 27th, 2016 – April 10th, 2016 • Placement San Juan beer bottles, distributed in bars, supermarkets, restaurants and grocery stores.• Scale Approximately 3,000,000 million bottles of Cerveza San Juan were bottled; only 6,000 of them had the image of the otorongo on the labels; the other 2,994,000 portrayed a pig, rooster, cow and a dog, respectively, on the label. Strategy •Data gatheringWe launched 3 million bottles of 620 ml for the campaign, out of which only six thousand had the image of the otorongo and the rest with the image of animals that are not endangered.•Target audiencePrimary: Men and women ages 18 and up from the Peruvian Amazon region, with focus on the Department of Ucayali. Secondary: Regional government authorities.•ApproachTo have the population live through the uncomfortable experience of feeling the absence of the otorongo so it will be simply impossible not to demand its return.•Call to action The otorongo is becoming extinct. Either we do something about it or we will continue replacing it with animals that are not endangered.
Where Is My Otorongo?
案例简介：概要 情况: 圣胡安啤酒是秘鲁亚马逊地区几十年来最受欢迎的啤酒。当地一只名叫奥托龙戈的本地美洲虎一直是它的象征和标志的一部分。可悲的是，由于砍伐森林和非法狩猎，只剩下 6000 只奥托龙果 -- 这是一个令人震惊的数字，人们和当局似乎都忽略了。简介: 寻找一种影响和不同的方式，在民众中提高对奥托隆戈人危险的认识，积极动员他们保护奥托隆戈人。目标:宣布该地区的奥托隆戈自然遗产，敦促当局实施适当的法律框架来保护该遗产。一旦请愿书上有足够的签名, 圣胡安将把美洲虎重新贴上标签，并获得当局的正式承诺，亚马逊地区最受欢迎的动物将继续成为其中的一部分。 结果 商业影响 155 升。/售出 3,089,571 瓶 620毫升。/销售额超过 3,000,000 美元。+ 每天 200 次访问网站。捐赠给地区政府以保护奥托隆戈:20,000.00 美元的回复率 + 每个出版物达到 480,000 个用户。 + 20,000 人参加了发射活动。 264 次视频访问。 70% 积极的评论。每份出版物平均有 350 条评论收集了 50,000 个签名，要求将奥托龙戈宣布为 Ucayali 的自然遗产。粉丝页面 Facebook: 达到 + 2 百万(独特用户)。由于居民采取的行动，otorongo 的行为改变被宣布为 Ucayali 的自然遗产。这是保护它的第一步。 相关性 圣胡安的定位植根于亚马逊文化的一些价值观，如力量和聪明的态度，以 “otorongo” 、秘鲁美洲虎为标志。圣胡安用一些不反映品牌价值的愚蠢动物取代了奥托龙戈，从而促使其每位顾客了解当前奥托龙戈的现实，这是一个濒临灭绝的物种。标签设计的一个简单转折提醒了他们对自己最喜欢的品牌的热爱。因此，该品牌会单独接触到消费者，这样他们就可以承诺使用 otorongo，特别是通过向当局请求。 活动描述 在广受欢迎的亚马逊狂欢节期间，圣胡安从标签上删除了奥托龙戈图像，取而代之的是一只狗、一头猪、一头牛，甚至一只公鸡。为了显示问题，只剩下 6,000 瓶带有 otorongo 的瓶子。反应很快，从惊讶到愤怒。这种愤慨激起了该地区最大城市普卡尔帕的人民, 他们走上街头，要求立即归还他们最有价值的象征，并签署请愿书，要求正式宣布奥托隆戈为该地区的自然遗产, 敦促当局实施适当的法律框架来保护它。 执行 实施圣胡安啤酒从标签上删除了奥托龙戈的图像，取而代之的是一只狗、一头猪、一头牛甚至一只公鸡。为了显示问题，只剩下 6,000 个带有 otorongo 图片的瓶子。•Timeline2 月 27 日，2016-2016年4月10日放置圣胡安啤酒瓶，分布在酒吧、超市、餐馆和杂货店。大约 30000亿瓶 Cerveza San Juan 瓶装; 其中只有 6,000 的标签上有 otorongo 的图像; 其他 2,994,000 描绘了一头猪,标签上分别是公鸡、奶牛和一只狗。 战略 数据收集我们为这项运动推出了 300万瓶 620毫升，其中只有 6,000 的人拥有奥托龙戈的形象，其余的人拥有没有濒危动物的形象。目标 audiencePrimary: 来自秘鲁亚马逊地区的 18 岁及以上的男性和女性，重点是 Ucayali 省。次要: 地区政府当局。接近让人们经历感受奥托龙戈的缺席的不舒服的经历，所以不可能不要求它的返回。行动呼吁 otorongo 正在灭绝。要么我们做点什么，要么我们将继续用不濒临灭绝的动物取代它。
Where Is My Otorongo?
案例简介：Synopsis Situation: San Juan beer has been by far, the favorite beer in the Peruvian Amazon region for decades. A native jaguar of the region locally called Otorongo has always been its symbol and part of its logo. Sadly, due to deforestation and illegal hunting, only 6000 otorongos are left -an alarming number that people and authorities seem to ignore.Brief: To find an impacting and different way of creating awareness in the population about the risk of endangerment of the otorongo, actively mobilizing them for its protection.Objectives: To declare the otorongo natural heritage of the region, urging authorities to implement an adequate legal framework to protect it. Once there were enough signatures on the petition, San Juan would put the jaguar back on its labels and obtain a formal commitment from the authorities that the most beloved animal in the Amazon region would continue to be a part of it. Outcome Business impact •19,155 hectoliters. / 3,089,571 bottles of 620 ml sold. / More than USD$ 3,000,000 in sales.•+200 daily visits to the Website.•Donation to the regional government for the preservation of the otorongo: US $20,000.00Response rate•+480,000 users reached with each publication.•+20,000 people attended the launching event.•264,000 visits to videos.•70% positive comments.•+de 350 comments in average per publication•50 thousand signatures were collected to ask for the otorongo to be declared a natural heritage of Ucayali.•Fan Page Facebook: Reach +2 millions (unique users).Change in behaviourThe otorongo has been declared natural heritage of Ucayali as a result of actions taken by the population. This is the first legal step in its protection. Relevancy San Juan’s positioning is rooted on some values of the Amazon culture, such as strength and smart attitude, symbolized by the “otorongo”, the Peruvian jaguar. By replacing the otorongo for some goofy animals that do not reflect the brand values, San Juan pushed each of its customers to understand the reality of the current otorongos, a species in imminent danger of extinction. A simple twist in the label design reminded them what they love about their favorite brand. Therefore, the brand reached its consumers individually so they could commit themselves with the otorongo, specifically through a plea to the authorities. Campaign Description During the widely popular Amazon carnival, San Juan removed the otorongo image from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6,000 bottles with the otorongo were left for the purpose of showing the problem. Reactions came quickly, ranging from surprise to indignation. This indignation mobilized the people of Pucallpa, the largest city in the region, who took to the streets to demand the immediate return of their most highly valued symbol and to sign a petition for the otorongo to be officially declared natural heritage of the region, urging authorities to implement an adequate legal framework to protect it. Execution • ImplementationSan Juan beer removed the image of the otorongo from its labels and replaced it with a dog, a pig, a cow and even a rooster. Only 6 thousand bottles with the picture of the otorongo were left, for the purpose of showing the problem. • TimelineFebruary 27th, 2016 – April 10th, 2016 • Placement San Juan beer bottles, distributed in bars, supermarkets, restaurants and grocery stores.• Scale Approximately 3,000,000 million bottles of Cerveza San Juan were bottled; only 6,000 of them had the image of the otorongo on the labels; the other 2,994,000 portrayed a pig, rooster, cow and a dog, respectively, on the label. Strategy •Data gatheringWe launched 3 million bottles of 620 ml for the campaign, out of which only six thousand had the image of the otorongo and the rest with the image of animals that are not endangered.•Target audiencePrimary: Men and women ages 18 and up from the Peruvian Amazon region, with focus on the Department of Ucayali. Secondary: Regional government authorities.•ApproachTo have the population live through the uncomfortable experience of feeling the absence of the otorongo so it will be simply impossible not to demand its return.•Call to action The otorongo is becoming extinct. Either we do something about it or we will continue replacing it with animals that are not endangered.
我的 Otorongo 在哪里？
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Where Is My Otorongo?
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