Truck Art Childfinder|海报/平面|广告营销案例【ADGuider广告指南】

卡车艺术儿童查找器

案例简介：背景每年，有3000多名儿童在巴基斯坦失踪，其中许多人被绑架并迅速贩运到该国各地，无数虐待和残害案件。帮助儿童康复的机制很少，包括提高认识的传统媒体没有渗透到偏远地区。 Roshni帮助热线是一个非政府组织，致力于恢复失踪儿童并使他们与家人团聚。作为非营利组织，Roshni需要一种独特的沟通策略，以帮助他们完成任务。Berger涂料还具有通过相关使用其产品为社会公益做出贡献的愿景。我们的简介是提出一个非凡的想法，该想法不仅可以直接与听众联系，以提高人们对失踪儿童的认识，而且还可以直接帮助他们康复。描述创意 (投票40%) 为了解决这个问题，我们知道我们需要一种非固定且高度移动的设备: 在一个地方张贴失踪儿童的传统海报不会像在全国传播的信息那样有帮助。 “卡车艺术” 是在巴基斯坦发现的一种独特的艺术形式: 在全国各地旅行的货车通常被涂漆并装饰有精美的花卉图案，动物，图标，肖像和书法。这些精美的艺术作品通常包括著名人物的肖像-演员，运动员，军事首领和政客。这是我们使用的独特的本地媒体平台: 我们以卡车艺术的风格在这些卡车上绘制了失踪儿童的肖像，而不是著名的人物。我们与当地的卡车艺术家和地区卡车运输公司合作，以确保不仅艺术品看起来真实，而且可以适当传播。描述执行 (投票40%) 我们与一位著名的艺术家合作，后者又与当地的 “卡车艺术家” 合作，这些画家专门研究卡车上的独特技巧。艺术家使用Berger paints提供的油漆，复制了失踪儿童的最后一张照片，并在这些卡车的背面涂上了肖像，热线电话号码和有关儿童的信息。选择了卡车，以确保从孩子失踪的原始位置开始，在各个方向上覆盖路线; 车辆驶过城市和农村地区。我们从第一波20辆卡车开始，绘制了最近报道的案件的肖像。该运动计划在未来六个月内总共油漆100辆卡车。列出结果 (投票20%) 仅在最初的4周内，由于呼叫者注意到卡车，三个孩子已经康复并与父母团聚-并在电话中提到了这些。在这4周内，从巴基斯坦各地的39个不同城市收到了1,015个热线电话，其中104个是失踪儿童的可靠线索。卡车几乎覆盖了巴基斯坦的所有地区，使成千上万的人意识到这场运动和Roshni求助热线: 为寻找失踪儿童但在警察不理他们时无处可寻的父母提供了希望的灯塔。当地警方已经认识到这项新技术的有效性，现在正在合作实施。对于Berger品牌本身，仅在第一周，其Facebook页面的访问量就增加了395%。

卡车艺术儿童查找器

案例简介：Background Every year, more than 3000 children go missing in Pakistan, a large number of whom are kidnapped and trafficked quickly to various parts of the country, with countless cases of abuse and mutilation. There are few mechanisms to aid in the recovery of children, including the fact that traditional media to raise awareness does not penetrate into remote regions. Roshni Helpline is an NGO that is dedicated to recovering missing children and reuniting them with their families. As a non-profit, Roshni needed a unique communication tactic which would help them with their mission. Berger Paints also has a vision to contribute to social good through a relevant use of their products. Our brief was to come up with an exceptional idea that would not only connect directly with audiences in raising awareness about missing children, but would also directly help in recovering them. Describe the creative idea (40% of vote) To address the problem, we knew we would need a device that was non-stationary and highly mobile: a traditional poster of a missing child in one location will not help as much as a message that travels through the country. "Truck Art" is a unique form of art found in Pakistan: goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. These brilliantly painted works of art often include portraits of famous personalities - actors, sportspersons, military chiefs, and politicians. This was the unique local media platform we used: instead of famous personalities, we painted portraits of missing children on these trucks in the style of truck art, with a helpline number. We worked with local truck artists and regional trucking companies to ensure that not only would the art look authentic, but would be properly disseminated. Describe the execution (40% of vote) We collaborated with a renowned artist who in turn worked with local "truck artists" - painters who specialise in the unique skill of illustrating on trucks. Using paints supplied by Berger Paints, the artists replicated the last photograph of the missing child and painted the backs of these trucks with the portrait, a helpline number and information about the child. Trucks were selected to ensure the routes would be covered in every direction possible, starting from the original location where the child went missing; the vehicles drove through both urban and rural areas. We started with a first wave of 20 trucks, and painted the portraits of the most recently reported cases. The campaign plans to paint a total of 100 trucks in the next six months. List the results (20% of vote) Within only the first 4 weeks, three children have been recovered and reunited with their parents due to callers noticing the trucks - and mentioning so on the call. 1,015 calls were received on the helpline in these 4 weeks from 39 different cities in all parts of Pakistan, of which 104 were solid leads for missing children. The trucks have covered almost all parts of Pakistan, making hundreds of thousands aware of the campaign and Roshni Helpline: a beacon of hope for parents who search for their missing children but have nowhere to turn to when the police ignore them. Local police have acknowledged the efficacy of, are now collaborating in implementing, this new technique. For the Berger brand itself, visits to their Facebook page rose by 395% in the first week alone.