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每个儿童一台笔记本电脑

案例简介：见解、战略和想法: 澳大利亚最大的电信公司 Telstra 拥有 40% 的市场份额，在广告上的投资比最近的竞争对手多 40%。然而，45% 的澳大利亚人不喜欢这个品牌。由于无法控制产品或价格，我们需要找到一种方法让人们积极谈论 Telstra。我们的目标是澳大利亚家庭，他们对社区非常热情。他们认为，无论背景如何，社区中的儿童都应该有平等的学习机会。通过利用这种洞察力，我们可以让他们相信澳洲电信真正关心社区。该战略是通过 “澳大利亚每个儿童一台笔记本电脑” 慈善机构，增加偏远社区儿童通过 XO 笔记本电脑技术学习的机会, 然后讲述他们的梦想在澳大利亚电信的支持下被发现和培育的故事。我们的想法 -- 每个孩子一台笔记本电脑澳大利亚跨平台纪录片创意执行: 通过电视和在线，我们邀请澳大利亚人发短信，每收到 100 条社区短信，澳大利亚电信将向澳大利亚每个儿童捐赠一台 XO 笔记本电脑。通过这一举措，澳大利亚媒体伙伴关系向偏远社区的儿童捐赠了 500 台笔记本电脑，使我们能够接触澳大利亚名人。这些熟悉的名人揭露了收到 XO 笔记本电脑的孩子们的故事。由此，我们制作了一个 30 分钟的电视节目，免费播放。然后，我们利用这个节目进入我们名人主持人的媒介。这些内容在日出和早间节目的电视上播出。在杂志上，我们播放专题广告，在网上，我们在各种网站和澳大利亚电信网站上播放内容。结果和有效性: 品牌健康声明 “telstra 是一个社区意识品牌” 同比增长了 53%。我们得到了社区的积极支持，“一个好主意 -- 一种慷慨的行为，否则一些孩子不会受益于技术 -- 会让你对澳大利亚电信感觉更好。 -- 安妮 · 麦格雷戈，家庭被告。此外，还收到 50,000 多份公众支持文本。

每个儿童一台笔记本电脑

案例简介：Insights, Strategy and the Idea: Telstra, the biggest telecommunications company in Australia, has 40% market share and invests 40% more than the nearest competitor on advertising. However, 45% of Australians dislike the brand. With no control over product or price we needed find a way to get people talking positively about Telstra. We were targeting Australian families, who are extremely passionate about the community. They believe that children in the community, whatever their background should have equal learning opportunities. By tapping into this insight we could convince them that Telstra genuinely cares for the community. The strategy was to increase the opportunity for children in remote communities to learn through the technology of the XO laptop with the ‘One Laptop Per Child Australia’ charity, and then tell the stories of their dreams being discovered and nurtured with the support of Telstra. Our idea - the one laptop per child Australia cross platform documentary Creative Execution: Through TV and online we invited Australians to text in, and for every 100 texts from the community, TELSTRA would donate an XO Laptop to One Laptop per Child Australia. Through this initiative, 500 additional laptops were donated to children in remote communities within Australia Media partnerships enabled us to access Australian celebrities. These familiar celebrities uncovered the stories of the children who had received an XO laptop. From this, we produced a 30 minute television show that ran on free to air television. Then, we leveraged the show into the mediums our celebrity presenters were from. The content ran on television on Sunrise and in The Morning Show. In magazines we ran feature advertorials and online we ran the content across a wide range of websites and on the TELSTRA website. Results and Effectiveness: Year on year the brand health statement ‘TELSTRA is a community minded brand’ increased by a huge 53% against family segments. We received positive support from the community “A good idea – an act of generosity otherwise some kids wouldn’t get the benefit of technology - makes you feel better about TELSTRA.” – Anne McGregor, family respondent. Additionally over 50,000 texts of support were received from the public.