Wardrobe Apartment|短视频|广告营销案例【ADGuider广告指南】

衣柜公寓

案例简介：文化背景解释: 香港是摩天大楼最多的城市，你不会想象 200,000 人住在隔间公寓里，那里有食物储存，床离厕所也很近。这些穷人很强壮 -- 他们被等待公共住房的 4 年时间用 18 平方英尺没收了高达 70% 的收入 (320 美元) -- 这是最昂贵但不卫生、不安全的和世界上不人道的细分公寓。简报:我们的目标是制造足够的噪音来吸引香港政府的注意力，激励他们最终改变香港的住房政策。资料来源: 南华早报，soco 研究策略: 社区组织协会是一个支持香港少数民族的非营利组织。以前，他们只是简单地举办展览和举办莱佛士来筹集资金来帮助那些生活在细分单元中的人。今年，受到香港人投诉的启发，他们有一个合适的公寓 -- “香港公寓太小，不适合衣柜” -- 我们开发了 “衣柜公寓”。“衣柜公寓” 是一个路演，颠覆了特权 98.2% 的观点，让他们体验如果他们的整个公寓只有一个衣柜那么大，生活会是什么样子。执行: 我们在房地产办公室的正面张贴公寓清单，海报揭示了香港人细分生活空间的现实。海报邀请路人参观我们的 “陈列室”，吸引交通来到我们的 “衣柜公寓” 路演。我们把我们的衣柜公寓带到香港交通繁忙的街道上 -- 人们排队爬进我们的衣柜，带着他们的孩子，签署我们的政府行动请愿书。我们甚至在 airbnb 上列出了我们的衣柜公寓，airbnb 是一个受欢迎的全球租赁平台，可以激发全球意识。来源: 我们是社会结果: 我们的目标是制造足够的噪音来吸引政府的注意力，激励他们最终改变香港的住房政策。香港房屋局局长梁振英因公众对 “衣柜公寓” 的支持而不知所措，他会见了 soco; 导致他在最近的 5 年计划中增加了公共住房的供应。凭借零媒体支出，我们吸引了 30 多个当地和国际新闻频道的报道，获得了超过 230 万港元的媒体价值。

衣柜公寓

案例简介：Cultural context explanation :Hong kong, being the city with the most skyscrapers, you wouldn’t imagine that 200,000 people live in cubicle apartments with food storage and beds cramped inches away from lavatories. These impoverished people are strong-armed by 4-year waits for public housing to forfeit up to 70% of their income (usd 320) on 18 ft2 – the most expensive yet unhygienic, unsafe, and inhumane subdivided apartments in the world.The brief :Our goal was to make enough noise to attract the attention of the hong kong government, motivating them to finally make changes in hong kong’s housing policies. Sources: scmp, soco researchThe strategy :Society of community organization is a non-profit organization supporting hong kong minorities. Previously, they have simply hosted exhibits and held raffles to raise money to help those living in subdivided units. This year, inspired by a complaint amongst hong kongers who have a proper apartment - “hong kong apartments are too small to fit a wardrobe” - we developed the “wardrobe apartment”. “wardrobe apartment” was a roadshow that flipped the privileged 98.2%’s perspective on its head, letting them experience what life would be like if their entire apartment were the size of just one wardrobe. The execution :We hi-jacked apartment listings on the fronts of real estate offices with posters revealing the realities of subdivided living spaces of people in hong kong. The posters invited passersby to visit our “showroom”, luring traffic to our “wardrobe apartment” roadshow. We brought our wardrobe apartment out onto the busy streets in high traffic locations in hong kong – people queued up to crawl into our wardrobes, bringing their children, signing our petitions for governmental action. We even listed our wardrobe apartment on airbnb, a popular global rental platform to spark worldwide awareness. Source: we are social The result :Our goal was to make enough noise to attract the attention of the government, motivating them to finally make changes to hong kong’s housing policies. Overwhelmed by the public support for ‘wardrobe apartment’, hong kong’s secretary for housing, mr. Anthony leung met with soco; resulting in him increasing the supply for public housing in his latest 5 year plan. With zero media spend, we attracted coverage from over 30 local and international news channels, garnering more than hkd2.3million earned media value.