RADIO GHOSTS|短视频,音频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

无线电鬼

案例简介：结果和有效性每天，大约 10,000 辆汽车站在我们的幽灵电台旁边，听我们的信息。我们让他们大吃一惊。我们找到了他们。我们震惊了他们。我们提高了对客户 Johanniter-Unfall-Hilfe e.V.和酒后驾驶的危险的认识，所有这些都没有在媒体预算上花费 1 美分。在 johanniter.de 网站上，我们了解了这场运动。如果我们阻止至少一个人酒后开车，这场运动就成功了。创意执行为了提高人们的认识，我们创造了一个无线电发射台，描述了已故受害者本人的事故: 一个无线电幽灵。不寻常的是: 我们在汉堡安装了木制死亡十字架形状的小型无线电台，在酒精引起的车祸发生的真实地方。这些小型电台将已故受害者的故事作为电台直接传送到附近停下来的汽车上。随着木制死亡十字架，我们到达了真正相关的地方: 当他们坐在车里的时候。我们把整个电台连接到人们能听到它的真实地方。因此，我们让我们的信息成为听众的个人体验，提高了意识。我们让人们意识到开车和喝酒仍然是一个大问题，你永远不应该这样做。见解、战略和想法 11 起车祸造成的死亡中有 1 起与酒后驾车有关。约翰尼特-Unfall-Hilfe e.V.要求我们发起一场运动来提高对这个话题的认识。所以我们去了真正发生事故的地方: 在街上。

无线电鬼

案例简介：Results and Effectiveness Every day, about 10,000 cars were standing next to our radio ghosts and were listening to our message. We surprised them. We reached them. We shocked them. We raised awareness of the client Johanniter-Unfall-Hilfe e.V. and the danger of drunk driving, all without spending 1 cent on media budget. On the website johanniter.de we informed about the campaign. If we prevented at least 1 person from driving after drinking, the campaign was a success. Creative Execution To raise awareness we created radiospots describing the accident by the deceased victim himself: a radio ghost. The extraordinary thing about it: We installed small radiostations in the shape of wooden death crosses in Hamburg, at real places where car accidents caused by alcohol happened. These small radiostations streamed the story of the deceased victim as a radiospot directly to the cars stopping nearby. With the wooden death crosses, we reached the people where it is really relevant: while they were sitting in the car. And we connected the whole radiospot to the real place where the people could hear it. As a consequence, we made our message an individual experience to the listener, raising awareness. We made the people aware that driving and drinking is still a big problem and that you should never do it. Insights, Strategy and the Idea 1 out of 11 deaths caused by a car accident has to do with driving after drinking. The Johanniter-Unfall-Hilfe e.V. asked us for a campaign to raise the awareness of this topic. So we went to the places where the accidents really happened: on the streets.