The Hardest Crossword|短视频|广告营销案例【ADGuider广告指南】

最难的填字游戏

案例简介：概要老年痴呆症是一种毁灭性的疾病。每三个美国人中就有一个会发展它。 * 没有治愈的方法，但美国老年痴呆症基金会 (A. f。 a) 可以为个人和他们的家人提供所需的支持，以寻求适当的医疗帮助，并帮助他们为未来做好准备。每年，a.F.A.利用 Alzheimer's 宣传月，通过在全国范围内捐赠的媒体空间，提高美国对 Alzheimer' s 的认识并推动教育。2016，他们要求我们创造更大的东西，可以覆盖美国老龄化人口的更广泛部分。* 根据 2016 阿尔茨海默病事实和数据，阿尔茨海默病基金会。战略每三个美国人中就有一个会患上老年痴呆症。所以我们的信息与美国所有成年人一样广泛的人口相关。这个国家每四个成年人中就有三个把填字游戏作为日常或共同的爱好。 * 我们的想法是利用这个大脑游戏让他们更加关注老年痴呆症。我们选择了以填字游戏而闻名的报纸和杂志，这些报纸和杂志在全国和地区都有很强的影响力: 纽约时报,《华尔街日报》、《每日新闻》和《大西洋月刊》。然后我们和他们一起工作，秘密出版最难的纵横字谜游戏，这样我们就可以让数百万爱好者措手不及。* 根据 2015年12月在美国进行的一项调查。结果通过《纽约时报》、《华尔街日报》、《每日新闻》和《大西洋月刊》的多份出版物，最难的填字游戏吸引了 520万多名读者和爱好者。它还通过其他媒体资产增加了 4500万人，直接影响超过 5000万。在两个月的时间里 (11月和 2016年12月)，美国老年痴呆症基金会 (A。 f。 a) 与前几年相比，网站访问量增加了 159%，这是患者教育和捐赠的主要渠道。美国联邦调查局还报告称，询问护理和疗养院等服务的电话增加了 62%。该运动实现了让美国人更加关注老年痴呆症的目标，并在老年痴呆症宣传月期间和之后帮助美国足协成为焦点。最重要的是，通过一系列无法解决的填字游戏，我们帮助许多人找到了他们需要的答案。活动描述我们想以人们会倾听和参与的方式接触。所以我们把一个共同的爱好 -- 报纸填字游戏 -- 变成了展示老年痴呆症影响的戏剧性方式。与《纽约时报》的纵横字谜编辑威尔 · 肖特合作，我们根据玛丽 · B 的真实故事创建了纵横字谜游戏, 帕特 · Y, 凯瑟琳 · H。 -真正受阿尔茨海默氏症影响的人。线索和答案是基于他们自己生活中不再记得的简单事实和事件 -- 正如他们的亲戚在我们的采访中看到的那样。其结果是一系列独特的填字游戏是不可能解决的。通过尝试,解决者可以学习一个人的生活如何受到老年痴呆症影响的真实例子，也可以体验受到老年痴呆症影响的感觉。* 根据 2015年12月在美国进行的一项调查。相关性超过 75% 的美国人喜欢填字游戏。我们使用纵横字谜作为媒介，以戏剧性的方式展示阿尔茨海默氏症的影响。我们用病人失去的真实记忆为一系列无法解决的独特填字游戏创造线索和答案。然后我们让国内一些最重要的报纸和杂志秘密出版。当数百万毫无戒心的爱好者试图解决纵横字谜游戏时，我们让我们的观众通过亲身体验这种疾病的影响来了解这种疾病的迹象。* 2015年12月在美国进行的调查。执行我们的谜题是在 2016年12月份由报纸和杂志秘密出版的。我们与出版物密切合作，让每个谜题都符合自己的填字游戏风格和设计。这样，他们各自的爱好者会像往常一样试图解决这些问题，并毫无戒心地参与这场运动。因为填字游戏是基于真正的病人失去了回答能力的问题，所以这些谜题是故意不可解决的。每个难题都邀请解决者在项目网站上查看答案。在那里，他们可以了解每个病人的背景，并了解更多关于阿尔茨海默氏症的信息 -- 包括阿尔法可以为个人和他们的家人提供支持的几种方式。为了扩大我们的覆盖面，我们还在纽约市推广了超过毫米的数字横幅广告和多个广告牌，包括时代广场的八个广告牌,我们每天影响 50,000 多人。

最难的填字游戏

案例简介：Synopsis Alzheimer’s is a devastating disease. One in every three Americans will develop it.*There is no cure, but the Alzheimer’s Foundation of America (A.F.A.) can provide the support individuals and their families need in order to seek proper medical help and help them prepare for the future.Every year, the A.F.A. takes advantage of Alzheimer’s Awareness Month to raise awareness and drive education on Alzheimer’s in the United States by using donated media space nationwide. For 2016, they challenged us to create something bigger that could reach a broader segment of America’s aging population.*According to the 2016 Alzheimer's Disease Facts and Figures, Alzheimer’s Foundation. Strategy One in every three Americans will develop Alzheimer’s. So our message was relevant to a population as broad as all the adults in the United States. Three in every four adults in the country have crosswords as a daily or a common hobby.* Our idea was to use this brain game to make them pay more attention to Alzheimer’s.We selected the newspapers and magazines that are best known for their crossword puzzles and have a strong national and regional reach: The New York Times, Wall Street Journal, Daily News, and The Atlantic. Then we worked with them to have The Hardest Crossword puzzles covertly published, so we could catch millions of enthusiasts off guard.*According to a survey conducted in December 2015 in the USA. Outcome Through multiple publications in The New York Times, Wall Street Journal, Daily News, and The Atlantic, The Hardest Crossword reached over 5.2 million readers and enthusiasts. It also reached an additional 45 million people through other media assets, rounding up to over 50 million direct impacts.Over the course of two months (November and December 2016), the Alzheimer’s Foundation of America (A.F.A.) saw an outstanding increase of 159% in website visits—its main channel for patient education and donations—compared to previous years. The A.F.A. also reported a 62% increase in calls inquiring for services such as caregiving and nursing homes.The campaign achieved its goal of making Americans pay more attention to Alzheimer’s, and it helped put the A.F.A. in the spotlight during and after Alzheimer’s Awareness Month. Most importantly, with a series of unsolvable crossword puzzles, we helped many find the answers they needed. CampaignDescription We wanted to reach out in a way people would listen—and engage. So we transformed a common hobby—newspaper crosswords—into a dramatic way of showing the effects of Alzheimer’s.In partnership with Will Shortz—crossword editor for The New York Times—we created crosswords based on the true stories of Marie B., Pat Y., and Katherine H.— real individuals affected by Alzheimer’s. Clues and answers are based on simple facts and events in their own lives that they can no longer remember—as witnessed by their relatives during our interviews.The result was a series of unique crossword puzzles that are impossible to solve.And by attempting to, solvers can learn real examples of how someone’s life has been impacted by Alzheimer’s and also experience what it’s like to be affected by it. *According to a survey conducted in December 2015 in the USA. Relevancy Over 75%* of Americans enjoy crosswords. We used crosswords as a medium to demonstrate the effects of Alzheimer’s in a dramatic way.We used real memories lost by patients to create clues and answers for a series of unique crossword puzzles impossible to solve. Then we had them covertly published by some of the most important newspapers and magazines in the country. As millions of unsuspecting enthusiasts tried to solve the crossword puzzles, we made our audience learn the signs of the disease by experiencing the effects on their own.*Survey conducted in December 2015 in the USA. Execution Our puzzles were covertly published by the newspapers and magazines during the month of December 2016. We worked closely with publications to have each puzzle match their own crossword style and design. This way, their respective enthusiasts would attempt to solve them as usual and unsuspectingly engage with the campaign.Because the crosswords were based on the questions real patients lost the ability to answer, the puzzles were purposely made to be unsolvable. Each puzzle invited solvers to check the answers on the project’s website. There, they could read about each patient’s background and learn more about Alzheimer’s—including the several ways A.F.A. can provide support to individuals and their families.To extend our reach even more, we also promoted the website using over 1 MM digital banner ad impressions and multiple billboards across New York City—including eight in Times Square, where we impacted over 50,000 people a day.