Pep Talk by Stephen Hawking|短视频|广告营销案例【ADGuider广告指南】

斯蒂芬 · 霍金的鼓舞人心的谈话

案例简介：结果这项运动在世界各地发表了 470 多篇关于久坐生活方式风险的新闻文章，包括《独立报》 (UK) 和《赫芬顿邮报》 (De) 等顶级出版物的报道。这些文章的潜在覆盖面为 2.380.000.000，获得了 35.200.000 的社交媒体报道。以及该组织的 20 多个新合作伙伴。活动描述为了解决这个问题，GEN-PEP 需要有非常强烈的信息和有趣的建议，这可以赢得让人们理解问题严重性所需的覆盖面。通过询问斯蒂芬 · 霍金教授，许多人认为他是活着的最聪明的人，他也不由自主地久坐不动，佩普将军设法获得了传达我们信息所需的编辑报道。战略我们这次活动的目标受众是对这个主题感兴趣的每个人，在瑞典，也在全球范围内。为了传播 PSA，我们联系了我们知道支持这项事业的影响者，比如杰米 · 奥利弗。斯蒂芬 · 霍金的 PSA 很快获得了关注，并在顶级出版物中获得了全球报道，引发了一场关于现代福利疾病的急需讨论。相关性通过使用一个意想不到的发言人，瑞典卫生组织 GEN-PEP 希望提高人们的意识，并就发达国家人们久坐不动的生活方式进行讨论。瑞典今天是欧洲最久坐不动的国家之一，如果我们现在不采取行动，未来的后果将是严重的。为了传达这一信息，我们联系了斯蒂芬 · 霍金教授，他被许多人认为是活着的最聪明的人，根据我们的说法，他在这件事上真正有发言权。执行 PSA 最初是由瑞典领先的出版物 Aftonbladet 推出的，保证了全国的关注。同一天，斯蒂芬 · 霍金教授在他的 Facebook 页面上分享了这部电影，这有助于这部电影和信息在全球范围内引起共鸣，尽管他接触了影响者, 导致顶级出版物对 GEN-PEP 的信息进行全球报道，例如《每日邮报》、《赫芬顿邮报》、《英国和美国电讯报》。概要瑞典卫生组织 GEN-PEP [一代 PEP] 想让人们意识到 21世纪最大的公共卫生问题之一: 缺乏运动。所谓的福利疾病正在全球迅速蔓延，现在是世界上最常见的死亡原因之一。主要目标是在国家和全球一级获得尽可能多的主要出版物的编辑报道。

斯蒂芬 · 霍金的鼓舞人心的谈话

案例简介：Outcome The campaign resulted in more than 470 news articles around the world about the risk of sedentary lifestyles, including coverage in top-tier publications such as The Independent (UK) and Huffington Post (De).The potential reach of those articles were 2.380.000.000 and with an earned social media coverage of 35.200.000. And more than 20 New partners for the organisation GEN-PEP. CampaignDescription In order to cut through, GEN-PEP needed to have very strong message and an interesting take that could earn the coverage needed to make people understand the seriousness of the issue. By asking Professor Stephen Hawking, by many considered to be the smartest man alive, who is also involuntarily sedentary, GEN-PEP managed to get the editorial coverage needed to get our message through. Strategy Our target audience for this campaign was everyone interested in the subject, in Sweden, but also on a global level. For spreading the PSA we reached out to influencers who we knew supported the cause, such as Jamie Oliver. The PSA by Stephen Hawking quickly gained traction and earned global coverage in top tier publications that sparked a much-needed discussion about modern welfare diseases. Relevancy By using an unexpected spokesperson, the Swedish health organisation GEN-PEP wanted to raise awareness and create a discussion about people’s sedentary lifestyles in well-developed countries. Sweden is today one of Europe's most sedentary countries and if we don’t act now, the consequences will be severe in the future. To get the message through we reached out to Professor Stephen Hawking, by many considered the smartest man alive, and according to us, someone who truly has a say on this matter. Execution The PSA was first launched with Swedish leading publication Aftonbladet, guaranteeing national attention. On the same day, Professor Stephen Hawking shared the film on his Facebook page, which helped the film and the message resonate on a global level though contacted influencers, resulting in global coverage of GEN-PEP’s message by top tier publications e.g. Daily Mail, Huffington Post UK and US and The Telegraph. Synopsis The Swedish health organisation GEN-PEP [Generation PEP] wanted to create awareness about one of the greatest public health problems of the 21st century: physical inactivity. The so-called welfare disease is spreading rapidly around the globe and is now one of the world’s most common causes of death. The primary aim was to get as much editorial coverage by major publications on a national and global level as possible.