Opening Up Fabian's World|短视频|广告营销案例【ADGuider广告指南】

打开费边的世界

案例简介：相关性 “开放费边世界” 是一场真正意义上的户外运动，将客户的信息带出家门，直接带到鹿特丹的中央车站，每天有数千名通勤者。邀请人们参与这场运动，直接解决了肾脏基金会的简报，以提高大众对隐藏痛苦的认识。它帮助慈善机构实现了投资便携式透析机的筹款目标，甚至取代心脏基金会成为荷兰第二大慈善机构。战略媒体如何才能最好地弥合私人问题和公众看法之间的差距？我们选择户外来教育尽可能多的人，选择我们能想到的最繁忙的地方来打击慈善机构的目标受众，鹿特丹中央车站 (预计 2025年每天 320,000)。简单地在视觉上显示透析的现实不会引起肾脏基金会需要的情感反应。我们想建立真正的、发自内心的人际关系。使透析变得个人化和有意义。我们的主角法比安，我们现在需要一个磁性元素。所以我们接受了费边生活的简单真相，并利用互动技术，邀请人们加入他的行列。打招呼，问问题，真正分享他的经历…… 时刻。但我们不想在那里结束这段关系。与会者还被邀请继续与 Fabian 在线聊天和互动，在那里他们也有机会捐赠。活动描述你能想象每周花 40 个小时无法离开家，当你的血液被过滤和清洗时，连接到透析机上吗？当然不是。我们也不能。对患者的工作、家庭和社会生活的影响是不可想象的。但是，除非你经历过肾衰竭，否则完全不可能同情这种孤独、不舒服的现实。这就是我们的洞察力。直到我们真正见证了透析对我们自己的麻木无聊、身体和社会限制的影响，我们才觉得有必要尽可能多的捐赠。为了弥合这一差距，我们知道我们必须将一个看不见的问题大规模公之于众，但也必须足够私人和亲密，以帮助人们理解被困在一天的房间里意味着什么, 一天出去。介绍法比安，一个 36 岁的阿姆斯特丹的父亲和肾脏病人 -- 现在，人类生命的一张脸依靠透析生活。概要制药公司没有投资于改善透析技术，这项技术的进展已经停滞不前。肾脏基金会希望采取行动: 开发一种便携式透析原型，从根本上改善患者的生活。我们的简报是提高对肾衰竭患者困境的认识，并推动捐赠。但是肾衰竭是一种相对罕见和看不见的疾病。慈善捐赠的竞争非常激烈，肾脏基金会正在努力成为每个人都在谈论的慈善机构。为了增加压力，肾脏基金会每年只有一次机会在全国范围内开展筹款活动。一次与观众联系并最大化热门的机会。赌注很高 -- 有了这次运动，慈善机构需要筹集比以往任何一次运动都多的钱。结果鹿特丹中央车站熙熙攘攘的规模和法比安的小而孤独的世界之间的对比，比任何付费的媒体活动都响亮。它吸引了全国的注意力 -- 通过电视、印刷和数字媒体报道全国新闻。与慈善机构的社交互动增加了 130%，网站访问量增加了 22%。开放费边的世界是肾脏基金会迄今为止最成功的筹款活动。活动结束后，肾脏基金会有史以来第一次取代心脏基金会成为荷兰第二大慈善机构。该运动还成功地提高了人们的认识: 公众对透析对患者社会生活的影响的看法在活动后的一个月显著增加到 64%。但最重要的是，对便携式透析机的投资现在意味着费边和无数像他这样的人能够走出去，再次势不可挡。执行在这场运动的核心 -- 一些无伤大雅的人离家出走。我们在鹿特丹中央车站的公共汽车站设置了这个。这是一个门户网站，将鹿特丹的通勤人口与费边的私人世界联系起来。通过这个屏幕，我们现场直播了法比安坐在他的房子里，连接到一台透析机…… 他的血液进进出出，进进出出。然后魔法开始发生了。人们开始对公共汽车站屏幕上的那个人感到好奇。数百人参与进来，法比安继续在他的世界里与陌生人分享他的经历。人们继续和法比安聊天，而他的视频在肾脏基金会的 Facebook 页面上直播。和正确的时候人们完全沉浸在透析的现实中，我们明确呼吁捐赠来帮助费边和其他像他这样的人。

打开费边的世界

案例简介：Relevancy ‘Opening Fabian’s World’ is an outdoor campaign in the truest sense, taking the client’s message out of home and straight into Rotterdam’s Central Station, home to thousands of commuters each day. Inviting people to participate as the campaign played out directly tackled The Kidney Foundation’s brief to raise mass awareness of a hidden suffering. It helped the charity to hit its fundraising targets to invest in portable dialysis machines and even to replace The Heart Foundation as The Netherlands’ number two charity. Strategy How could media best bridge the gap between private problem and public perception? We chose outdoor to educate as many people as possible, choosing the busiest place we could think of to hit the charity’s target audience, Rotterdam Central Station (a projected 320,000 per day in 2025).Simply displaying the reality of dialysis visually would not elicit the emotional response The Kidney Foundation needed. We wanted to build genuine, heartfelt, human connections. To make dialysis personal and meaningful. With Fabian our protagonist, we now needed a magnetic element. So we took the simple truth of Fabian’s life and, using interactive technology, invited people to join him there. To say hello, ask questions and really share his experience…moment by moment. But we didn’t want the relationship to end there. Participants were also invited to continue chatting and engaging with Fabian online, where they also had the opportunity to donate. CampaignDescription Can you imagine spending 40 hours a week unable to leave the house, connected to a dialysis machine as your blood is filtered and cleaned? Of course not. Neither could we. The impact on patients’ work, family and social lives is unimaginable. But it’s entirely impossible to empathise with the lonely, uncomfortable reality of kidney failure unless you’ve experienced it. Therein lies our insight. Until we actually witness the mind-numbingly boring, physically and socially limiting impact of dialysis for ourselves, we don’t feel compelled to donate as much as we could. To bridge this gap we knew we had to make an unseen problem massively public, yet also personal and intimate enough to help people empathise with what it means to be stuck inside a room - day in, day out. Introducing Fabian, a 36-year old Amsterdam-based father and kidney patient - and now, the human relatable face of a life lived on dialysis. Synopsis Pharmaceutical companies weren’t investing in improving dialysis and progress on the technology had stalled.The Kidney Foundation wanted to take action: to develop a portable dialysis prototype that would radically improve patients’ lives. Our brief was to raise awareness of the plight of kidney failure patients and to drive donations. But kidney failure is a relatively rare and unseen condition. Competition for charitable giving is fierce, and The Kidney Foundation was struggling to be the charity that everyone was talking about. To add to the pressure, The Kidney Foundation has just one chance each year to run a nationwide fundraising campaign. One chance to connect with its audience and maximise the hit. The stakes were high - and with this campaign, the charity would need to raise more money than any of its previous campaigns ever had. Outcome The contrast between the bustling scale of Rotterdam Central Station and Fabian’s small, solitary world spoke louder than any paid for media campaign could. It captured the nation’s attention - hitting national news across TV, print and digital media. Social interaction with the charity went up by 130% and website visits by 22%. Opening up Fabian’s world was The Kidney Foundation’s most successful fundraising campaign to date. Following the activity, for the first time in its history, The Kidney Foundation replaced The Heart Foundation as the number two charity in the Netherlands. The campaign also succeeded in raising awareness: public perception around the impact of being on dialysis on patient’s social lives grew significantly to 64% in the month following the activity. But most importantly, an investment in portable dialysis machines now means that Fabian, and countless others like him, are able to go out and be unstoppable again. Execution At the heart of this campaign - some innocuous enough looking out of home. We set this up at a bus stop at Rotterdam Central Station. This served as the portal, linking Rotterdam’s commuting population to Fabian’s private world. Via this screen, we live streamed Fabian’s experience as he sat in his house, connected to a dialysis machine…his blood flowing in and out, in and out. Then the magic began to happen. People became curious about the man on the bus stop screen. Hundreds of people got involved, and Fabian continued to share his experience with strangers as they joined him, in his world.People continued to chat with Fabian while his video streamed live on The Kidney Foundation’s Facebook page. And right when people were fully immersed in the reality of dialysis, we placed clear calls to donate to help Fabian and others like him.