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Rang-tan
案例简介：为什么这项工作与公关相关？ Rang-tan是一个不可否认的公关成功故事。我们经常受到客户的挑战，展示与广告并肩相比，赚取媒体的影响，具有讽刺意味的是，我们实现了即使是数百万英镑预算的广告商也只能梦想的参与。由于广告观看了超过8千万次，超过800条报道得到了保障，媒体宣布零售商已经 “赢得了圣诞节”，该活动完美地展示了 “真正” 的倡导如何在影响力和影响力方面超越广告支出，当它真正赚到的时候。 背景 每年，英国零售商为他们的圣诞广告而战，以创造比其他任何更多的影响力。为了保持对环境的持续承诺，冰岛冷冻食品超市选择使用 “Rang-tan”-这是由绿色和平组织开发的短片，解释由于棕榈油生产造成的毁灭性森林砍伐。这一90秒的广告突出了冰岛作为第一家将棕榈油作为一种成分从自己品牌食品中剔除的棕榈油的作用; 今年早些时候，我们的 “棕榈油警报” 活动宣布了这一承诺。 然后，在电视上播出的一周前，这则广告未能被清除播出，这让冰岛面临着失去的机会，向世界讲述棕榈油生产中砍伐森林造成的危害-如果没有圣诞广告，这是一种潜在的商业毁灭性的情况。冰岛的营销团队需要一个B计划，快速。 描述创作想法 (20% 的选票) 冰岛的广告没有在电视上播出，这使得面临圣诞节的业务无法继续其重要使命。这是一场赌博，但我们的直觉告诉我们，“从来没有的圣诞广告” 可以被证明是 “改变世界的圣诞广告”，我们是对的。核心的创造性资产借鉴了最古老的沟通方法; 它讲述了一个故事，简化了问题的复杂性，并用一种与人类相关的树栖哺乳动物来代表它。精心磨练的赚得媒体战略，旨在为这一特殊的内容创造一个真正的 “时间时刻”，这一特殊的内容可以跨越付费广播，在国内外的一个关键时间向更广泛的受众传递冰岛发自内心的棕榈油信息，目的是实现真正的变化。 描述公关策略 (三成选票) 我们的挑战是: 在圣诞节播放电视广告而没有出现在电视上。之前的研究揭示了消费者对棕榈油问题的低意识和兴趣，因此继续与之作斗争，同时无法在电视上播放广告，这带来了一个重大障碍。 此外，当广告没有被广播的消息公开时，有两件事开始发生: 一种愤世嫉俗的假设的蔓延，即冰岛故意设计了这种情况以获得宣传，以及愤怒的消费者的抱怨对Clearcast的轰炸。前者尤其痛苦，因为冰岛投资了数百万英镑，并经历了艰苦的过程，从其产品中去除棕榈油。我们需要迅速将这则广告定位为一场病毒式的运动，针对英国公众，并防止对上演公关感到沉默或愤世嫉俗的愤怒，防止稀释有关棕榈油的极其重要的信息。 描述公关执行力 (20% 选票) 我们必须小心地传达，这不是一场针对Clearcast的战争，广告也没有被拒绝批准，理由是其内容过于政治性，而是与绿色和平组织的联系被认为过于政治性。 主要媒体在禁运下得到了简报，11月9日，当这则广告应该首次在电视上播放时，我们安排了对冰岛董事总经理理查德 · 沃克 (Richard Walker) 的全面采访，以解释冰岛的意图。一大早，他出现在Radio4 Today节目 (130万以上听众基础) 上，爆料了这一情况。随后接连播出和新闻采访。 我们在冰岛的网站和拥有的社交渠道上展示了这一广告。关键的有影响力的人参与其中，包括斯蒂芬 · 弗莱 (Stephen Fry) 、里奇 · 热威 (Ricky Gervais) 、詹姆斯 · 科登 (James Corden) 和环境大臣迈克尔 · 戈夫 (Michael Gove) 分享了社交信息。 列出结果 (得票率的30%) 必须至少包括以下两级: • 8亿 + 广告浏览量 • 800篇报道，包括每个全国性报纸和广播媒体 • 处理250 + 媒体查询 • 2.77亿 + 社交活动，8200万 • 棕榈油谷歌搜索量上升10,000%，Twitter提到上升61,900% • 公众发起的请愿书，吸引了100万多个签名，以支持在电视上获得广告 • 超过1000所学校联系冰岛和绿色和平组织参与其中 • Advert被Kantar Millward Brown评为2018年最强大的广告 • 冰岛的YouGov品牌Buzz得分达到历史最高; 2018年12月，它的得分继续高于竞争对手Tesco、Sainsbury's和Morrisons 一项民意调查 (2019年3月) 透露: • 英国消费者对棕榈油的认知度增长了7%，达到73.5%，增加了46万人 · 64% 的英国消费者表示，他们在去除棕榈油后更有可能在冰岛购物 • 冰岛在其英国竞争对手中被列为最环保的超市 (在11人中排名第9) 公司回应: • 在活动发起四天后，总部位于马来西亚的非政府组织RSPO (可持续棕榈油圆桌会议) 投票决定将 “不破坏” 纳入其新原则 • 12月10日-亚洲最大的农业综合企业集团和全球最大的棕榈油贸易商，总部位于新加坡的Wilmar International发布了一项行动计划，对其所有供应商进行地图和监控。如果实施，这将使供应全球40% 棕榈油的棕榈油巨头，离最终从其供应链中消除森林砍伐又近了一步 · 竞争对手Ocado推出了不含棕榈油的过道 描述公关活动的有效性 随着这则广告的点击量超过八千万次，冰岛的团队毕竟能够利用圣诞节来接触到更广泛的观众。这个信息响亮而清晰地听到，即使在世界的另一边，那里朝着真正的变革行动迅速跟进。 · 广告被坎特 · 米尔沃德 · 布朗评为2018年最强大的广告 • 英国消费者对棕榈油的认识增长了7%，相当于全国的4.6万人 (一项民意调查) • 冰岛在英国竞争对手中被列为最环保的超市 (一项民意调查) 有影响力的评论包括美国环保主义者和环保网站mongabay.com的创始人瑞德 · 巴特勒 (Rhett Butler): “由于冰岛的广告，人们对棕榈油的意识大幅飙升。事实上，这是相当惊人的。全球对这一问题的兴趣似乎达到了历史最高水平。“
Rang-tan
案例简介：Why is this work relevant for PR? Rang-tan acts as an undeniable PR success story. We are often challenged by clients to show the impact of earned media compared, side-by-side with advertising and the irony with this campaign is that we achieved engagement of which even advertisers with multi-million pound budgets can only dream. With the advert viewed over 80 million times, more than 800 pieces of coverage secured and the media declaring that the retailer had “won Christmas”, the campaign perfectly demonstrates how ‘real’ advocacy can eclipse advertising spend in terms of impact and reach when it is truly earned. Background Each year, UK retailers battle it out for their Christmas adverts to create more impact than any other. In keeping with its on-going commitment to the environment, frozen foods supermarket Iceland had elected to use ‘Rang-tan’ – a short film developed by Greenpeace explaining the devastating deforestation caused as a result of palm oil production. The 90-second advert highlighted Iceland’s role as the first UK supermarket to remove palm oil as an ingredient from its own brand food; a commitment announced earlier in the year with our ‘palm oil alarm call’ campaign. Then, a week before it was due to air on TV, the advert failed to be cleared for broadcast, leaving Iceland facing a lost opportunity to tell the world about the harm done by deforestation in palm oil production – and without a Christmas ad, a potentially commercially devastating situation. Iceland’s marketing team needed a plan B, fast. Describe the creative idea (20% of vote) Iceland’s advert not being cleared to air on TV left the business facing Christmas without being able to continue its important mission. It was a gamble, but our instinct told us that “the Christmas ad that never was” could prove to be “the Christmas ad that changed the world”, and we were right. The creative asset at the core drew on the oldest method of communication; it told a story, simplifying the complexity of the issue and representing it with an arboreal mammal relatable to humans. A carefully honed earned media strategy designed to create a true 'moment in time' for this exceptional piece of content could leapfrog paid broadcast altogether, delivering Iceland’s heartfelt palm oil message to a much broader audience at a key time of year, at home and abroad, with the aim of effecting real change. Describe the PR strategy (30% of vote) Our challenge: to show a TV ad at Christmas without it appearing on TV. Previous research had revealed the low consumer awareness and interest around palm oil issues, so continuing to combat that whilst being unable to show the ad on TV presented a significant hurdle. Additionally, when news of the ad not being broadcast became public, two things began to happen; the spread of the cynical assumption that Iceland had engineered the situation deliberately to garner publicity, and the bombardment of Clearcast with complaints from angry consumers. The former was particularly painful, as Iceland had invested millions of pounds and endured a painstaking process to remove palm oil from its products. We needed to rapidly position the ad as a viral campaign, aimed at the British public and prevent the dilution of the hugely important message about palm oil with anger about perceived silencing or cynicism about staged PR. Describe the PR execution (20% of vote) We had to be careful to communicate that this was not a war against Clearcast and that the advert had not been refused clearance on the grounds that its content was too political, rather the association with Greenpeace was considered too political. Key media were briefed under embargo and on November 9, when the advert should have been shown on TV for the first time, we scheduled a comprehensive series of interviews for Iceland Managing Director, Richard Walker, to explain Iceland’s intentions. Early morning he appeared on the Radio4 Today programme (13mn+ listener base) to break the news of the situation. This was followed by a succession of broadcast and press interviews. We showcased the advert on Iceland’s website and owned social channels. Key influencers were engaged, many organically, including Stephen Fry, Ricky Gervais, James Corden and Secretary of State for Environment, Michael Gove to share the message on social. List the results (30% of vote) must include at least two of the following tiers: •80mn+ views of advert •800 pieces of coverage, including every national paper and broadcast media outlet •250+ media enquiries handled •267mn+ on social, 82mn engagements •Palm oil Google searches up 10,000%, Twitter mentions up 61,900% •Petition launched by a member of the public, attracting 1mn+ signatures in support of getting the ad on TV •Over 1,000 schools contacted Iceland and Greenpeace to get involved •Advert named the most powerful of 2018 by Kantar Millward Brown •Iceland’s YouGov Brand Buzz score reached an all-time high; in December 2018, it continued to score higher than competitors Tesco, Sainsbury’s and Morrisons One Poll consumer research (March 2019), revealed: •UK consumer awareness of what palm oil is grew by 7%, to 73.5% – an extra 4.6mn people •64% of UK consumers say they’re more likely to shop at Iceland following its removal of palm oil •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (up from 9th out of 11) Corporate response: •Four days after the campaign launch, Malaysia-based NGO the RSPO (Roundtable on Sustainable Palm Oil) voted to incorporate ‘no deforestation’ into its new principles •December 10 – Asia’s biggest agribusiness group and the world’s largest palm oil trader, Singapore-based Wilmar International, published an action plan to map and monitor all of its suppliers. If implemented, this would put the palm oil giant, that supplies 40% of the world’s palm oil, one step closer to finally eliminating deforestation from its supply chain •Competitor Ocado has introduced a palm oil-free aisle Describe the effectiveness of the PR campaign With the advert viewed over 80 million times and more than 800 pieces of coverage, the team at Iceland had, after all, been able to utilise Christmas to reach an even broader audience. The message was heard loud and clear, even on the other side of the world where action towards real change quickly followed. •Advert named the most powerful of 2018 by Kantor Millward Brown •Awareness of what palm oil is grew by 7% amongst UK consumers, the equivalent of 4.6mn people nationally (One Poll) •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (One Poll) Influencer commentary included this from American conservationist and founder of environmental website, mongabay.com, Rhett Butler: “There’s been a huge spike in awareness about palm oil because of the Iceland ad. It was quite astonishing, actually. It seems like global interest in this issue is at an all-time high.”
Rang-tan
案例简介：为什么这项工作与公关相关？ Rang-tan是一个不可否认的公关成功故事。我们经常受到客户的挑战，展示与广告并肩相比，赚取媒体的影响，具有讽刺意味的是，我们实现了即使是数百万英镑预算的广告商也只能梦想的参与。由于广告观看了超过8千万次，超过800条报道得到了保障，媒体宣布零售商已经 “赢得了圣诞节”，该活动完美地展示了 “真正” 的倡导如何在影响力和影响力方面超越广告支出，当它真正赚到的时候。 背景 每年，英国零售商为他们的圣诞广告而战，以创造比其他任何更多的影响力。为了保持对环境的持续承诺，冰岛冷冻食品超市选择使用 “Rang-tan”-这是由绿色和平组织开发的短片，解释由于棕榈油生产造成的毁灭性森林砍伐。这一90秒的广告突出了冰岛作为第一家将棕榈油作为一种成分从自己品牌食品中剔除的棕榈油的作用; 今年早些时候，我们的 “棕榈油警报” 活动宣布了这一承诺。 然后，在电视上播出的一周前，这则广告未能被清除播出，这让冰岛面临着失去的机会，向世界讲述棕榈油生产中砍伐森林造成的危害-如果没有圣诞广告，这是一种潜在的商业毁灭性的情况。冰岛的营销团队需要一个B计划，快速。 描述创作想法 (20% 的选票) 冰岛的广告没有在电视上播出，这使得面临圣诞节的业务无法继续其重要使命。这是一场赌博，但我们的直觉告诉我们，“从来没有的圣诞广告” 可以被证明是 “改变世界的圣诞广告”，我们是对的。核心的创造性资产借鉴了最古老的沟通方法; 它讲述了一个故事，简化了问题的复杂性，并用一种与人类相关的树栖哺乳动物来代表它。精心磨练的赚得媒体战略，旨在为这一特殊的内容创造一个真正的 “时间时刻”，这一特殊的内容可以跨越付费广播，在国内外的一个关键时间向更广泛的受众传递冰岛发自内心的棕榈油信息，目的是实现真正的变化。 描述公关策略 (三成选票) 我们的挑战是: 在圣诞节播放电视广告而没有出现在电视上。之前的研究揭示了消费者对棕榈油问题的低意识和兴趣，因此继续与之作斗争，同时无法在电视上播放广告，这带来了一个重大障碍。 此外，当广告没有被广播的消息公开时，有两件事开始发生: 一种愤世嫉俗的假设的蔓延，即冰岛故意设计了这种情况以获得宣传，以及愤怒的消费者的抱怨对Clearcast的轰炸。前者尤其痛苦，因为冰岛投资了数百万英镑，并经历了艰苦的过程，从其产品中去除棕榈油。我们需要迅速将这则广告定位为一场病毒式的运动，针对英国公众，并防止对上演公关感到沉默或愤世嫉俗的愤怒，防止稀释有关棕榈油的极其重要的信息。 描述公关执行力 (20% 选票) 我们必须小心地传达，这不是一场针对Clearcast的战争，广告也没有被拒绝批准，理由是其内容过于政治性，而是与绿色和平组织的联系被认为过于政治性。 主要媒体在禁运下得到了简报，11月9日，当这则广告应该首次在电视上播放时，我们安排了对冰岛董事总经理理查德 · 沃克 (Richard Walker) 的全面采访，以解释冰岛的意图。一大早，他出现在Radio4 Today节目 (130万以上听众基础) 上，爆料了这一情况。随后接连播出和新闻采访。 我们在冰岛的网站和拥有的社交渠道上展示了这一广告。关键的有影响力的人参与其中，包括斯蒂芬 · 弗莱 (Stephen Fry) 、里奇 · 热威 (Ricky Gervais) 、詹姆斯 · 科登 (James Corden) 和环境大臣迈克尔 · 戈夫 (Michael Gove) 分享了社交信息。 列出结果 (得票率的30%) 必须至少包括以下两级: • 8亿 + 广告浏览量 • 800篇报道，包括每个全国性报纸和广播媒体 • 处理250 + 媒体查询 • 2.77亿 + 社交活动，8200万 • 棕榈油谷歌搜索量上升10,000%，Twitter提到上升61,900% • 公众发起的请愿书，吸引了100万多个签名，以支持在电视上获得广告 • 超过1000所学校联系冰岛和绿色和平组织参与其中 • Advert被Kantar Millward Brown评为2018年最强大的广告 • 冰岛的YouGov品牌Buzz得分达到历史最高; 2018年12月，它的得分继续高于竞争对手Tesco、Sainsbury's和Morrisons 一项民意调查 (2019年3月) 透露: • 英国消费者对棕榈油的认知度增长了7%，达到73.5%，增加了46万人 · 64% 的英国消费者表示，他们在去除棕榈油后更有可能在冰岛购物 • 冰岛在其英国竞争对手中被列为最环保的超市 (在11人中排名第9) 公司回应: • 在活动发起四天后，总部位于马来西亚的非政府组织RSPO (可持续棕榈油圆桌会议) 投票决定将 “不破坏” 纳入其新原则 • 12月10日-亚洲最大的农业综合企业集团和全球最大的棕榈油贸易商，总部位于新加坡的Wilmar International发布了一项行动计划，对其所有供应商进行地图和监控。如果实施，这将使供应全球40% 棕榈油的棕榈油巨头，离最终从其供应链中消除森林砍伐又近了一步 · 竞争对手Ocado推出了不含棕榈油的过道 描述公关活动的有效性 随着这则广告的点击量超过八千万次，冰岛的团队毕竟能够利用圣诞节来接触到更广泛的观众。这个信息响亮而清晰地听到，即使在世界的另一边，那里朝着真正的变革行动迅速跟进。 · 广告被坎特 · 米尔沃德 · 布朗评为2018年最强大的广告 • 英国消费者对棕榈油的认识增长了7%，相当于全国的4.6万人 (一项民意调查) • 冰岛在英国竞争对手中被列为最环保的超市 (一项民意调查) 有影响力的评论包括美国环保主义者和环保网站mongabay.com的创始人瑞德 · 巴特勒 (Rhett Butler): “由于冰岛的广告，人们对棕榈油的意识大幅飙升。事实上，这是相当惊人的。全球对这一问题的兴趣似乎达到了历史最高水平。“
Rang-tan
案例简介：Why is this work relevant for PR? Rang-tan acts as an undeniable PR success story. We are often challenged by clients to show the impact of earned media compared, side-by-side with advertising and the irony with this campaign is that we achieved engagement of which even advertisers with multi-million pound budgets can only dream. With the advert viewed over 80 million times, more than 800 pieces of coverage secured and the media declaring that the retailer had “won Christmas”, the campaign perfectly demonstrates how ‘real’ advocacy can eclipse advertising spend in terms of impact and reach when it is truly earned. Background Each year, UK retailers battle it out for their Christmas adverts to create more impact than any other. In keeping with its on-going commitment to the environment, frozen foods supermarket Iceland had elected to use ‘Rang-tan’ – a short film developed by Greenpeace explaining the devastating deforestation caused as a result of palm oil production. The 90-second advert highlighted Iceland’s role as the first UK supermarket to remove palm oil as an ingredient from its own brand food; a commitment announced earlier in the year with our ‘palm oil alarm call’ campaign. Then, a week before it was due to air on TV, the advert failed to be cleared for broadcast, leaving Iceland facing a lost opportunity to tell the world about the harm done by deforestation in palm oil production – and without a Christmas ad, a potentially commercially devastating situation. Iceland’s marketing team needed a plan B, fast. Describe the creative idea (20% of vote) Iceland’s advert not being cleared to air on TV left the business facing Christmas without being able to continue its important mission. It was a gamble, but our instinct told us that “the Christmas ad that never was” could prove to be “the Christmas ad that changed the world”, and we were right. The creative asset at the core drew on the oldest method of communication; it told a story, simplifying the complexity of the issue and representing it with an arboreal mammal relatable to humans. A carefully honed earned media strategy designed to create a true 'moment in time' for this exceptional piece of content could leapfrog paid broadcast altogether, delivering Iceland’s heartfelt palm oil message to a much broader audience at a key time of year, at home and abroad, with the aim of effecting real change. Describe the PR strategy (30% of vote) Our challenge: to show a TV ad at Christmas without it appearing on TV. Previous research had revealed the low consumer awareness and interest around palm oil issues, so continuing to combat that whilst being unable to show the ad on TV presented a significant hurdle. Additionally, when news of the ad not being broadcast became public, two things began to happen; the spread of the cynical assumption that Iceland had engineered the situation deliberately to garner publicity, and the bombardment of Clearcast with complaints from angry consumers. The former was particularly painful, as Iceland had invested millions of pounds and endured a painstaking process to remove palm oil from its products. We needed to rapidly position the ad as a viral campaign, aimed at the British public and prevent the dilution of the hugely important message about palm oil with anger about perceived silencing or cynicism about staged PR. Describe the PR execution (20% of vote) We had to be careful to communicate that this was not a war against Clearcast and that the advert had not been refused clearance on the grounds that its content was too political, rather the association with Greenpeace was considered too political. Key media were briefed under embargo and on November 9, when the advert should have been shown on TV for the first time, we scheduled a comprehensive series of interviews for Iceland Managing Director, Richard Walker, to explain Iceland’s intentions. Early morning he appeared on the Radio4 Today programme (13mn+ listener base) to break the news of the situation. This was followed by a succession of broadcast and press interviews. We showcased the advert on Iceland’s website and owned social channels. Key influencers were engaged, many organically, including Stephen Fry, Ricky Gervais, James Corden and Secretary of State for Environment, Michael Gove to share the message on social. List the results (30% of vote) must include at least two of the following tiers: •80mn+ views of advert •800 pieces of coverage, including every national paper and broadcast media outlet •250+ media enquiries handled •267mn+ on social, 82mn engagements •Palm oil Google searches up 10,000%, Twitter mentions up 61,900% •Petition launched by a member of the public, attracting 1mn+ signatures in support of getting the ad on TV •Over 1,000 schools contacted Iceland and Greenpeace to get involved •Advert named the most powerful of 2018 by Kantar Millward Brown •Iceland’s YouGov Brand Buzz score reached an all-time high; in December 2018, it continued to score higher than competitors Tesco, Sainsbury’s and Morrisons One Poll consumer research (March 2019), revealed: •UK consumer awareness of what palm oil is grew by 7%, to 73.5% – an extra 4.6mn people •64% of UK consumers say they’re more likely to shop at Iceland following its removal of palm oil •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (up from 9th out of 11) Corporate response: •Four days after the campaign launch, Malaysia-based NGO the RSPO (Roundtable on Sustainable Palm Oil) voted to incorporate ‘no deforestation’ into its new principles •December 10 – Asia’s biggest agribusiness group and the world’s largest palm oil trader, Singapore-based Wilmar International, published an action plan to map and monitor all of its suppliers. If implemented, this would put the palm oil giant, that supplies 40% of the world’s palm oil, one step closer to finally eliminating deforestation from its supply chain •Competitor Ocado has introduced a palm oil-free aisle Describe the effectiveness of the PR campaign With the advert viewed over 80 million times and more than 800 pieces of coverage, the team at Iceland had, after all, been able to utilise Christmas to reach an even broader audience. The message was heard loud and clear, even on the other side of the world where action towards real change quickly followed. •Advert named the most powerful of 2018 by Kantor Millward Brown •Awareness of what palm oil is grew by 7% amongst UK consumers, the equivalent of 4.6mn people nationally (One Poll) •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (One Poll) Influencer commentary included this from American conservationist and founder of environmental website, mongabay.com, Rhett Butler: “There’s been a huge spike in awareness about palm oil because of the Iceland ad. It was quite astonishing, actually. It seems like global interest in this issue is at an all-time high.”
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基本信息
- 广告战役： #Iceland Foods Ltd-网络-97d2#
- 广告品牌： Iceland Foods Ltd
- 发布日期： 2000
- 行业领域： 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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