SEARCHING FOR HEARTS

寻找心灵-PONLE coraz ó n

案例简介：结果和有效性: 今年远远超出了基金会的预期。该运动为秘鲁癌症基金会筹集了 300 美元，比前一年增加了 33%。总共有 2,485 个囚犯委员会支持这项事业，推动全国范围的捐款。凭借 6,500 美元的美国预算，我们能够获得价值 351,203 美元的媒体收入。这产生了投资于该行动的金额的收益率: 5,403%。金钱并不等同于所做的改变; 秘鲁人在内心深处发现了给予真正需要帮助的人的方法，这个国家永远改变了他们对即使是最困难的人的看法。创意执行: 在启动了卡斯特罗的竞选活动后，我们上传到 YouTube，利用真实视角和在线广告来产生收视率和对话。距离运行原始视频只有 4 天，我们在黄金时段的新闻节目中激活，展示了囚犯处境的二分法和他们讨伐的结果。这是我们的媒体预算 -- 只有 6,500 美元。我们的策略是通过利用赚来的媒体来最大化客户的广告支出。通过电视、广播和户外活动，我们进一步推动了这场运动。在现场提及、采访、新闻稿和数字传播之后，秘鲁能够在他们的心中找到贡献。随着更多资金的产生，持续的炒作在全国范围内蔓延，在市场上产生了积极的多米诺骨牌效应。见解、战略和想法: 每年，秘鲁癌症基金会都会进行一次名为 “用心去做” (Ponle Corazon) 的筹款活动，旨在为晚期癌症儿童筹集资金。然而，自 2009年以来，筹集的资金越来越少，竞选活动没有达到目标。我们需要解决这个问题。我们想采取不同的方法，通过激励人们将他们的冷漠转化为同情。我们希望秘鲁人民认识到，奉献可以发生在任何人身上 -- 即使是最非常规的心。为了启动今年的努力，我们瞄准了最毫无戒心的地方和人群 -- 全国最危险的监狱之一卡斯特罗监狱。我们的想法是: 如果秘鲁最难的人能在自己的内心找到给予，也许整个国家，包括监狱内外, 为那些最需要帮助的人找到同样的爱？

寻找心灵-PONLE coraz ó n

案例简介：Results and Effectiveness: This year far exceed the foundation’s expectations. The campaign raised $300K for the Peruvian Cancer Foundation, which was 33% more collected than in the previous year. In total, 2,485 inmates committee to the cause, driving donations nationwide. With a US budget of $6,500, we were able to secure earned media valued at US$351,203. This generated yield of the amount invested in the action: 5,403%. Money doesn’t equate to the change that was made; Peruvians found it in their hearts to give to others truly in need and the country forever changed their view of even the hardest of hearts. Creative Execution: After activating the campaign within Penal Castro Castro, we uploaded to YouTube and utilized true-view and in-stream ads to generate viewership and conversations. Just 4 days from running the original video, we activated on prime-time news programs showing the dichotomy of the prisoner’s situation and their crusade to still give back. This was our media budget- only US$6,500. Our strategies were to maximize our clients’ ad spend by capitalizing on earned media. Through TV, radio and OOH further we drove the campaign. After live mentions, interviews, press releases and digital spread, Peru was able to find it in their hearts to contribute. As more money was generated, the continued hype nation-wide spread, causing a positive domino effect within the market. Insights, Strategy and the Idea: Every year, the Peruvian Cancer Foundation conducts a fundraising drive entitled “Put Your Heart into It” (Ponle Corazon), which aims to raise money for children with terminal cancer. However, since 2009, less and less money has been collected and the campaign hadn’t met its goals. We needed to address this. We wanted to take a different approach by inspiring people to shift their indifference to compassion. We wanted the people of Peru to recognize that giving can occur with anyone-even the most unconventional of hearts. To kick-off this year’s efforts, we targeted the most unsuspecting of places and people-Penal Castro Castro, one of the most dangerous prisons within the country. Our Thought: if the hardest of hearts in Peru could find it within themselves to give, could perhaps the entire nation, both inside and out of the prison, find this same love for those most in need of help?