The Village of Neratov|海报/平面|广告营销案例【ADGuider广告指南】

Neratov 村

案例简介：大纲革命近 30 年后，捷克仍然是一个残疾人努力成为社会中受人尊敬的一部分的国家，在这个国家，包容被认为是乌托邦。当地爱国者约瑟夫 · 苏查尔 (Josef Suchar) 与 Erste bank 联系，计划将被遗弃的 Neratov 村变成一个人人机会平等的地方。根据他们的品牌口号 “当有人相信你时，你可以做得更多”,erste 的 Neratov 竞选团队希望在个人层面上接触人们，但也希望向每个人展示残疾人在有机会时可以为社会提供很多东西。埃斯特帮助当地人将曾经被遗弃的奈拉托夫村重建成一个功能性的包容性社区。与此同时，它开始开展一项综合运动，使社区可见，并最终帮助他们完全自给自足。策略在我们的综合运动中，我们希望赋予当地人权力，因此整个运动都是围绕 Neratov 人民设计的，我们希望他们成为英雄而不是受害者。为了使我们的运动取得成功，重要的是它在其他慈善运动中脱颖而出。圣诞节是慈善机构开展活动并要求为不幸的人捐款的时候，我们决定做完全相反的事情。我们没有收到礼物，而是要求 Neratov 的人为整个国家制作圣诞礼物，这样每个人都会看到当有人相信他们时他们能做多少。相关性要让人们相信残疾人融入社会是有意义的，而且实际上是可行的，这并不容易。在一个国家，这尤其不容易，在这个国家，即使是总统也称包容为 “一个巨大的社会实验”。Erste Bank 决定是时候改变了。在他们关于 Neratov 的综合运动中，Erste 给了当地人一个机会来证明残疾人有很多东西可以提供。该运动有助于提高对包容的认识，并使人们发现一个现在真正自给自足的地方，这要归功于该运动产生的旅游业。结果通过该活动，我们达到了捷克互联网人口的 99%，这相当于 778万用户。平均而言，每个人都看到了 5.2 次 Neratov 活动，与 Erste 银行沟通活动相比，我们成功地将积极情绪提高了 5 倍以上。与所有 Erste 活动相比，参与度增加了 25%。在 3 个月内，活动页面产生了超过 150 000 个独特的访问者，在网站上花费的平均时间为 10 分 21 秒。Neratov 是一个如此有争议的话题，以至于即使是一个严肃的总统竞选竞争者也决定在那里拍摄他的宣传片。该活动在金融产品活动中达到了高于平均水平的享受评级。该活动的积极情绪评级为 76%，这也超过了平均水平，帮助我们达到了捷克市场上 30% 最佳评价活动的目标。这场运动纯粹是一种形象，对购买意图有非常积极的影响,超过平均水平，甚至销售任何产品，Neratov 社区现在雇佣的残疾人比之前增加了 30%，主要是由于 65% 的旅游业增长，该活动也对收入产生了积极影响。Neratov 社区比前一年多赚了 900 万捷克克朗，第一次以黑人数字告终，最终完全独立。执行 11月，我们以公关、印刷和 60 年代的 Neratov 电影开始了这场运动。接下来是 Neratov 纪录片，由纪录片导演监督的当地残疾儿童拍摄。第二个公关阶段是在降临节期间。在圣诞市场，人们可以通过城市灯光显示器要求个性化的礼物，这将他们与个人 Neratov 工作室连接起来，礼物是实时制作的。对于那些不能参加市场的人，我们在社交媒体上也这样做了。在每天 4 小时的直播中，人们可以订购礼物，同时从他们最喜欢的名人那里了解 Neratov。作为我们的大使，名人有机地传播内容，这有助于让媒体更加感兴趣。奈拉托夫人被邀请到最受欢迎的电视和网络脱口秀节目中，这个村庄得到了全国的充分关注。活动描述 Erste 如何向全国证明残疾人可以像其他人一样为社会做出贡献的唯一方法,是给纳拉托夫的残疾人一个机会成为整个竞选活动中真正的英雄和声音。换句话说，我们需要创建一个与村庄本身一样包容的运动，并使其在全国范围内可见。能见度是吸引旅游业的先决条件，这对于将 Neratov 变成一个自给自足的社区并最终改变对 disabi 的看法是必要的性和包容性。

Neratov 村

案例简介：Synopsis Almost 30 years after the revolution, Czechia is still a country where people with disabilities struggle to become a respected part of the society and where inclusion is mostly considered utopian. A local patriot, Josef Suchar, approached Erste bank with a plan to turn the abandoned village of Neratov into a place with equal opportunities for all. In line with their brand tagline “When somebody believes in you, you can do more”, Erste’s Neratov campaign wanted to touch people on a personal level but also wanted to show everyone that disabled people have a lot to offer to society when given a chance. Erste helped the locals to rebuild the once abandoned village of Neratov into a functional inclusive community. Parallel to this it started working on an integrated campaign that would make the community visible and that would eventually help them become fully self-sufficient. Strategy In our integrated campaign, we wanted to empower the locals and so the whole campaign was designed around the people of Neratov, whom we wanted show as heroes not victims. In order for our campaign to succeed it was important that it stood-out among the other charity campaigns. With Christmas being the time when charities run their campaigns and ask for donations for the less fortunate ones, we decided to do the exact opposite. Instead of receiving gifts, we asked people from Neratov to make Christmas presents for the whole country, so that everyone would see how much they can do when somebody believes in them. Relevancy It’s not easy to convince people that inclusion of disabled people in society makes sense and can actually work. It’s especially not easy in a country, where even the president calls inclusion “a monstrous social experiment”. Erste Bank decided it was time for a change. In their integrated campaign about Neratov, a village built on an inclusive society model, Erste gave the locals a chance to prove that disabled people have a lot to offer. The campaign helped to raise awareness about inclusion and made people discover a place that is now truly self-sufficient thanks to tourism the campaign generated. Outcome With the campaign, we reached 99 % of Czech internet population, which translates to 7.78 million users. In average, every person saw the Neratov Campaign 5.2 times Compared with Erste Bank communication campaigns we managed to increase the positive sentiment more than 5-fold. And compared with all Erste campaigns the engagement increased by 25 %. In 3 months, the campaign page generated more than 150 000 unique visitors and the average time spent on the site was 10minutes 21seconds. Neratov was such a debated topic that even a serious presidential campaign contender decided to shoot his promo-video there. The campaign reached above average enjoyment rating among financial product campaigns. The positive emotion rating of the campaign was 76 %, which also exceeded the average and helped us reach our target to be among the 30 % of the best rated campaigns on the Czech market. The campaign being purely an image one, had a very positive effect on purchase intent, exceeding the average with even selling any product The Neratov Community now employs 30 % more disabled people than before the campaign mainly Thanks to 65 % tourism growth, the campaign also had positive effect on the revenue. The Neratov Community earned 9M CZK more than the year before and for the first time ended up in black figures and finally became fully independent. Execution In November, we kicked the campaign off with PR, prints and 60s Neratov film. Next came Neratov documentary, which was shot by local disabled kids supervised by the documentary director. The second PR phase came during Advent. At Christmas markets people could ask for personalized gifts live through a City light display, which connected them with the individual Neratov workshops, where the gifts were made in real time. For those, who couldn’t attend the markets we did the same on social media. During the daily 4-hour live stream people could order a gift while learning something about Neratov from their favourite celebrities. Serving as our ambassadors the celebrities organically spread the content, which helped to get the media even more interested. People from Neratov were invited to most popular TV and Online talk shows and the village got full attention of the whole nation. CampaignDescription The only way how Erste could prove to the whole nation that disabled people can contribute to society just as much as anyone else, was by giving the disabled people from Neratov a chance to become the real heroes and voices of the entire campaign. In other words, we needed to create a campaign that would be just as inclusive as the village itself and that would make it visible across the country. Visibility was the prerequisite to attract tourism, which was necessary to turn Neratov into a self-sufficient community and to finally change the perception of disability and inclusion.