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斗避孕套
案例简介：结果 要根除这种致命的流行病，我们需要多年的生计和研究。但朝着正确方向迈出的步伐已经开始。是的，我们确实在许多卡车司机中间推广了避孕套和安全性行为。这项活动受到了整个卡车运输社区以及接受采访的商业性工作者的好评。这项活动也引起了其他大型公共部门组织和印度政府的注意，他们拥有所有资源来对卡车司机的生活产生重大影响。 执行 迪珀是一个开创性的想法，它允许一条信息无情地出现在印度最媒体贫瘠的地方 -- 高速公路上。通过利用环境、强制信息，我们让目标受众 (在这种情况下是卡车司机) 成为信息的载体，在媒体无法到达的偏远地区。他们通过驾驶卡车穿过印度高速公路来传播安全性行为 -- 印度高速公路恰好是世界上第2 大的公路。他们互相提醒对方晚上使用斗式避孕套。与印度最大的避孕药具提供者 HLL Lifecare 和印度最大的由政府整合的 TCI 基金会合作。在印度的国家艾滋病控制计划中，避孕套被分发到医疗诊所、服务中心、餐馆、汽油泵、在印度偏远的高速公路上，卡车司机经常光顾的便利店和接触点。 概要 作为印度领先的卡车制造商，塔塔汽车公司有责任经常超越明显的责任要求 (盈利能力)，为经常威胁整个类别的更大问题提供先锋解决方案。一个特别困难的问题是在遭受艾滋病影响的印度最大的职业人士团体卡车联谊会中创造意识和宣传安全性行为。大多数与商业性工作者交往的卡车司机不知道无保护性行为的后果。尽管政府采取了干预措施，但从来没有人以专注、创造力和规模来解决卡车司机的困境。 活动描述 在印度，每辆卡车的背面都有 “晚上使用北斗七星” 的字样。意思是，“晚上蘸大灯。”这个简单、无所不在和普遍理解的信息是这个想法的基础。我们创建了一个避孕套品牌，并将其命名为 “dipper”，同时使用卡车艺术 (一种在各地卡车司机中流行的邪教艺术形式) 作为其包装的灵感。我们不仅在包装上创新，还在媒体设计上创新，同时让每个接收者也是我们信息的载体。 相关性 这是一个独特的案例，说明 “媒体” 或缺乏媒体是如何激发创意的。印度领先的卡车制造商塔塔汽车公司 (Tata Motors) 希望超越盈利能力，在患有艾滋病的印度最大的工作专业人士团体 -- 卡车联谊会中宣传安全性行为。关键的挑战是 “到达”，因为卡车司机通常在偏远的公路地区开车，实际上不可能通过传统和非传统媒体到达他们。我们必须找到一个新的 “媒体” 频道来完成不可能的事情。 战略 你如何找到和与总是在完全媒体黑暗的高速公路上开车的观众交谈？由于传统和非传统媒体被淘汰，我们看着每辆卡车的背面。印度每辆卡车的背面都有 “晚上使用北斗七星” (晚上使用低横梁) 的强制性线路。这种无所不在的普遍理解的信息成为我们创造性解决方案的基础。我们创建了一个避孕套品牌，并将其命名为 “dipper”，同时使用卡车艺术 (一种邪教卡车司机艺术形式) 作为其包装的灵感。由于媒体支出为零，先前存在的显著性与卡车司机有直接关系，同时确保出色的投资回报率。
斗避孕套
案例简介：Outcome It would take years of sustenance from our end and research to eradicate this deadly epidemic. But steps in the right direction have begun. Yes, we did promote the use of condoms and safe sex amongst a significant number of truckers. The activity was very well received by the entire trucking community as well as the Commercial Sex Workers interviewed. This activity has also drawn the attention of other large Public Sector organizations and the Govt of India who have all the resources to make a significant difference to the life of a trucker. Execution Dipper was a pioneering idea that allowed a message to be relentlessly present across India’s most media-barren places – the highways. By leveraging on an ambient, mandated message, we made the target audience (in this case truckers), the carriers of the message across the remotest of places where media couldn’t reach. They propagated safe sex by just driving their trucks across the length and breadth of the Indian Highway – which happens to be the 2nd largest roadway in the world. They reminded each other to use DIPPER condoms at night. In association with HLL Lifecare, India's largest contraceptive provider and TCI Foundation, India's largest foundation integrated by the Govt. of India for its National Aids Control program, the condoms were distributed at medical clinics, service centers, restaurants, petrol pumps, convenience stores and touch points frequented by the trucker on the remote highways of India, across every state of India. Synopsis As India’s leading truck maker, it has been incumbent upon Tata Motors to often go beyond the obvious call of duty (profitability) to pioneer solutions for larger issues that often threaten the entire category. One particularly difficult issue was creating awareness & propagating safe sex in the trucking fraternity, the largest group of working professionals in India, that suffer from AIDS. Most truckers who engage with commercial sex workers are unaware of the consequences of unprotected sex. And despite government interventions, no one has ever addressed the trucker’s plight with focus, creativity and scale. Campaign Description In India, every truck, has the line ‘USE DIPPER AT NIGHT’ painted on its back. Which means, "Dip headlights at night." This simple, omnipresent & universally understood message was the basis of the idea. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult art form popular among truckers across geographies) as inspiration for its packaging. We didn’t just innovate on packaging, but on media design by simultaneously making every receiver also the carrier of our message. Relevancy This is a unique case of how “Media” or the lack of it inspired the creative idea. Tata Motors, India’s leading truck maker wanted to go beyond profitability by creating awareness & propagating safe sex in the trucking fraternity, the largest group of working professionals in India, that suffer from AIDS. The key challenge was “reach”, since truckers typically drive around in remote highway areas, it’s actually impossible to reach them through traditional & non-traditional media. We had to find a new ‘Media’ channel to accomplish the improbable. Strategy How do you find and talk to an audience that always driving around on completely media-dark highways? Since traditional and non-traditional media were out, we looked at the back of every truck. The back of every truck in India has the mandatory line ‘USE DIPPER AT NIGHT’ (use of low beam at night). This omnipresent & universally understood message became the basis of our creative solution. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult trucker art form) as inspiration for its packaging. The pre-existing salience had immediate relevance with truckers while ensuring excellent ROI since the media spend was zero.
Dipper Condoms
案例简介：结果 要根除这种致命的流行病，我们需要多年的生计和研究。但朝着正确方向迈出的步伐已经开始。是的，我们确实在许多卡车司机中间推广了避孕套和安全性行为。这项活动受到了整个卡车运输社区以及接受采访的商业性工作者的好评。这项活动也引起了其他大型公共部门组织和印度政府的注意，他们拥有所有资源来对卡车司机的生活产生重大影响。 执行 迪珀是一个开创性的想法，它允许一条信息无情地出现在印度最媒体贫瘠的地方 -- 高速公路上。通过利用环境、强制信息，我们让目标受众 (在这种情况下是卡车司机) 成为信息的载体，在媒体无法到达的偏远地区。他们通过驾驶卡车穿过印度高速公路来传播安全性行为 -- 印度高速公路恰好是世界上第2 大的公路。他们互相提醒对方晚上使用斗式避孕套。与印度最大的避孕药具提供者 HLL Lifecare 和印度最大的由政府整合的 TCI 基金会合作。在印度的国家艾滋病控制计划中，避孕套被分发到医疗诊所、服务中心、餐馆、汽油泵、在印度偏远的高速公路上，卡车司机经常光顾的便利店和接触点。 概要 作为印度领先的卡车制造商，塔塔汽车公司有责任经常超越明显的责任要求 (盈利能力)，为经常威胁整个类别的更大问题提供先锋解决方案。一个特别困难的问题是在遭受艾滋病影响的印度最大的职业人士团体卡车联谊会中创造意识和宣传安全性行为。大多数与商业性工作者交往的卡车司机不知道无保护性行为的后果。尽管政府采取了干预措施，但从来没有人以专注、创造力和规模来解决卡车司机的困境。 活动描述 在印度，每辆卡车的背面都有 “晚上使用北斗七星” 的字样。意思是，“晚上蘸大灯。”这个简单、无所不在和普遍理解的信息是这个想法的基础。我们创建了一个避孕套品牌，并将其命名为 “dipper”，同时使用卡车艺术 (一种在各地卡车司机中流行的邪教艺术形式) 作为其包装的灵感。我们不仅在包装上创新，还在媒体设计上创新，同时让每个接收者也是我们信息的载体。 相关性 这是一个独特的案例，说明 “媒体” 或缺乏媒体是如何激发创意的。印度领先的卡车制造商塔塔汽车公司 (Tata Motors) 希望超越盈利能力，在患有艾滋病的印度最大的工作专业人士团体 -- 卡车联谊会中宣传安全性行为。关键的挑战是 “到达”，因为卡车司机通常在偏远的公路地区开车，实际上不可能通过传统和非传统媒体到达他们。我们必须找到一个新的 “媒体” 频道来完成不可能的事情。 战略 你如何找到和与总是在完全媒体黑暗的高速公路上开车的观众交谈？由于传统和非传统媒体被淘汰，我们看着每辆卡车的背面。印度每辆卡车的背面都有 “晚上使用北斗七星” (晚上使用低横梁) 的强制性线路。这种无所不在的普遍理解的信息成为我们创造性解决方案的基础。我们创建了一个避孕套品牌，并将其命名为 “dipper”，同时使用卡车艺术 (一种邪教卡车司机艺术形式) 作为其包装的灵感。由于媒体支出为零，先前存在的显著性与卡车司机有直接关系，同时确保出色的投资回报率。
Dipper Condoms
案例简介：Outcome It would take years of sustenance from our end and research to eradicate this deadly epidemic. But steps in the right direction have begun. Yes, we did promote the use of condoms and safe sex amongst a significant number of truckers. The activity was very well received by the entire trucking community as well as the Commercial Sex Workers interviewed. This activity has also drawn the attention of other large Public Sector organizations and the Govt of India who have all the resources to make a significant difference to the life of a trucker. Execution Dipper was a pioneering idea that allowed a message to be relentlessly present across India’s most media-barren places – the highways. By leveraging on an ambient, mandated message, we made the target audience (in this case truckers), the carriers of the message across the remotest of places where media couldn’t reach. They propagated safe sex by just driving their trucks across the length and breadth of the Indian Highway – which happens to be the 2nd largest roadway in the world. They reminded each other to use DIPPER condoms at night. In association with HLL Lifecare, India's largest contraceptive provider and TCI Foundation, India's largest foundation integrated by the Govt. of India for its National Aids Control program, the condoms were distributed at medical clinics, service centers, restaurants, petrol pumps, convenience stores and touch points frequented by the trucker on the remote highways of India, across every state of India. Synopsis As India’s leading truck maker, it has been incumbent upon Tata Motors to often go beyond the obvious call of duty (profitability) to pioneer solutions for larger issues that often threaten the entire category. One particularly difficult issue was creating awareness & propagating safe sex in the trucking fraternity, the largest group of working professionals in India, that suffer from AIDS. Most truckers who engage with commercial sex workers are unaware of the consequences of unprotected sex. And despite government interventions, no one has ever addressed the trucker’s plight with focus, creativity and scale. Campaign Description In India, every truck, has the line ‘USE DIPPER AT NIGHT’ painted on its back. Which means, "Dip headlights at night." This simple, omnipresent & universally understood message was the basis of the idea. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult art form popular among truckers across geographies) as inspiration for its packaging. We didn’t just innovate on packaging, but on media design by simultaneously making every receiver also the carrier of our message. Relevancy This is a unique case of how “Media” or the lack of it inspired the creative idea. Tata Motors, India’s leading truck maker wanted to go beyond profitability by creating awareness & propagating safe sex in the trucking fraternity, the largest group of working professionals in India, that suffer from AIDS. The key challenge was “reach”, since truckers typically drive around in remote highway areas, it’s actually impossible to reach them through traditional & non-traditional media. We had to find a new ‘Media’ channel to accomplish the improbable. Strategy How do you find and talk to an audience that always driving around on completely media-dark highways? Since traditional and non-traditional media were out, we looked at the back of every truck. The back of every truck in India has the mandatory line ‘USE DIPPER AT NIGHT’ (use of low beam at night). This omnipresent & universally understood message became the basis of our creative solution. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult trucker art form) as inspiration for its packaging. The pre-existing salience had immediate relevance with truckers while ensuring excellent ROI since the media spend was zero.
斗避孕套
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Dipper Condoms
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