Wardrobe Apartment|海报/平面|广告营销案例【ADGuider广告指南】

衣柜公寓

案例简介：相关性 “衣柜公寓” 是一场大胆的非常规运动，从根本上放大了社区 Organisation 协会 (SoCO) 的声音, 一个致力于改变香港低收入人群不人道住房状况的非营利组织。用衣柜来展示香港有 200,000 人住在不超过 2 米 x 1 米的房子里,SoCO 吸引了 20,000 现场访客，对 30 多家当地和国际新闻媒体感兴趣 (获得 30 万美元的媒体价值), 并推动了香港长期被忽视的住房状况的政策变化 -- 以零媒体支出实现这一目标活动描述我们的啊哈时刻来到了，当我们发现一个共同的格言/投诉在香港市民-在城市的公寓是如此之小, 他们甚至没有足够的空间在卧室里放衣柜。讽刺的是，事实上，这座城市的 200,000 所房子只有普通的 2 米 x 1 米衣柜那么大。这个类比将是将抽象问题转化为现实问题的关键。大的想法: 衣柜公寓我们把这句常见的格言/抱怨放在头上，用标准尺寸的衣柜将它与笼子里的家庭居民的实际物品搭配在一起，重建一个真正的家。这样，香港人就可以亲身体验 200,00 香港人的生活，并通过这个类比，最终理解情况的严重性。结果凭借零媒体支出，我们吸引了 30 多个当地和国际新闻频道的报道，获得了超过 230万的媒体价值。香港房屋局局长梁振英 (Anthony Leung) 被公众对 “衣柜公寓” 的支持淹没，他会见了 SoCO; 导致他在最近的 5 年计划中增加了公共住房的供应。此外: 我们的 “衣柜公寓” 安装接待了大约 20,000 名游客;这比香港体育馆的座位数还多。访客中包括行政长官候选人叶瑞吉娜和郭兴和前行政长官董建华。 • 通过零媒体支出，我们获得了 30 多个当地和国际新闻频道的报道。我们的 “衣柜公寓” 脸谱页面增长了 281x 的有机接触,让 SoCO 有机会接触并团结社区，为未来的努力服务。来源: Facebook 洞察，SoCO 执行我们在房地产办公室的正面用海报展示我们家的现实。海报邀请路人参观我们的 “陈列室”，为自己测试空间，吸引交通到我们的 “衣柜公寓” 路演。香港人对社会问题有一种看不见的、头脑不清的态度，所以我们没有给人们忽视我们的借口。我们把我们的衣柜公寓带到香港繁忙的街道上 -- 人们排队爬进我们的衣柜，带着他们的孩子，签署我们的政府行动请愿书。我们甚至在 Airbnb 上列出了 “衣柜公寓” 来激发人们的意识，并举办了一个照片展览来推动参与和对话; 在 Facebook 上支持所有这些,香港最受欢迎的社交平台。我们的路演于 2016年10月2日在铜锣湾开始，并在为期 4 周的时间内迁移到尖沙咀和中环。概要香港繁荣的门面背后是一个不人道的事实: 200,000 人住在小至 2 米乘 1 米的公寓里 -- 每套公寓像鸡笼一样堆放在另一套公寓的顶部。通常唯一的奢侈品 -- 一个小通风口。尽管如此，租用空间的费用将超过每月 500 美元。不管社区组织协会 (SoCO) 有多努力，都没有采取任何措施来纠正这个问题。我们的目标是制造足够的噪音来吸引香港政府的注意力，激励他们最终改变香港的住房政策。1.让人们倾听: 通过吸引两倍的参与者 (4,000 人) 来击败之前 SoCO 活动的成功 2.让人们关心: 获得更多的支持者,会员人数翻倍至 3,7303 让政府采取行动: 激励香港政府最终实施政策改革战略我们的最终目标是香港政府。他们知道香港的住房问题，但没有动力采取行动，因为这个问题充满了挑战。为了激励政府，我们发出了香港市民的广泛抗议，这是我们的第二目标。这些人不断受到来自其他慈善机构的信息的轰炸，所以我们不得不推动个人相关性成为引人注目的。为期四周的活动，利用意想不到的方式吸引广泛关注一个疲惫而复杂的问题: 1。重新构建了对话 -- 我们帮助香港人理解通过重新构建我们如何提出问题来解决笼中房屋的严酷现实。2.走上街头 -- 我们改变了抓住他们注意力的方法，将我们的运动带到香港 cbds.3 非常规媒体的繁忙街道上。 -我们利用了媒体渠道 SoCO neVer 以前经常在香港引发对话。

衣柜公寓

案例简介：Relevancy “Wardrobe Apartment” was a bold unconventional campaign that radically amplified the voice of the Society for Community Organisation (SoCO), a non-profit dedicated to enacting change for the inhumane housing situation for Hong Kong’s low-income earners.Using a wardrobe to demonstrate how 200,000 people in Hong Kong live in homes no bigger than 2m x 1m, SoCO attracted 20,000 on-site visitors, interested 30+ local and international news outlets (earning USD300,000 in media value), and drove policy change for Hong Kong’s long neglected housing situation – achieving this with zero media spend CampaignDescription Our ah-ha moment came when we uncovered a common adage/ complaint among the citizens of Hong Kong – apartments in the city are so small, they don’t even have enough space to fit a wardrobe in the bedroom. The irony lay in that 200,000 homes in the city are, in fact, only the size of a normal 2m x 1m wardrobe. This analogy would be the key to turning an abstract problem into something real.THE BIG IDEA: WARDROBE APARTMENTWe turned this common adage/ complaint on its head, recreating a real home in a standard sized wardrobe by outfitting it with the actual belongings of caged home dwellers. With this, Hong Kong people could experience for themselves how 200,00 people in Hong Kong live and, through this analogy, finally comprehend the gravity of the situation. Outcome With zero media spend, we attracted coverage from over 30 local and international news channels, garnering more than 2.3million earned media value. Overwhelmed by the public support for ‘Wardrobe Apartment’, Hong Kong’s Secretary for Housing, Mr. Anthony Leung met with SoCO; resulting in him increasing the supply for public housing in his latest 5 year plan.Additionally:•Our “Wardrobe Apartment” installation received some 20,000 visitors; that’s more people than the number of seats in the Hong Kong coliseum.•Among the visitors were Chief Executive candidates Regina Yip and Woo Kwok Hing, and former Chief Executive Tung Chee-Hwa.•With zero media spend, we garnered coverage from over 30 local and international news channels.•Our “Wardrobe Apartment” Facebook paged grew organic reach by 281x, giving SoCO the opportunity to reach and rally the community for future efforts. Sources: Facebook Insights, SoCO Execution We hi-jacked apartment listings on the fronts of real estate offices with posters revealing the realities of our homes. The posters invited passersby to visit our “showroom” to test the space for themselves, luring traffic to our “Wardrobe Apartment” roadshow.Hong Kongers have an out of sight, out of mind approach to social issues, so we gave people no excuse to ignore us. We brought our wardrobe apartment out onto the busy streets of Hong Kong – people queued up to crawl into our wardrobes, bringing their children, signing our petitions for governmental action.We even listed ‘Wardrobe Apartment’ on Airbnb to spark awareness, and held a photo-exhibition to drive engagement and conversation; supporting all these on Facebook, the most popular social platform in Hong Kong.Our roadshow began on October 2, 2016 in Causeway Bay, and migrated to Tsim Sha Tsui and Central over the course of a 4-week period. Synopsis Behind Hong Kong’s prosperous façade is an inhumane truth: 200,000 people lived in apartments as small as 2 metre by 1 metre – each apartment stacked on top of another like chicken cages. Often the only luxury – a small air vent. Still, spaces would cost upwards of USD500 per month to rent.No matter how hard the Society of Community Organisation (SoCO) campaigned, nothing was being done to rectify the problem. Our goal was to make enough noise to attract the attention of the Hong Kong government, motivating them to finally make changes in Hong Kong’s housing policies.1.Get people to listen: beat the success of previous SoCO campaigns by attracting double the attendees (4,000 people)2.Get people to care: gain more supporters, doubling membership to 3,7303.Get the government to act: motivate the Hong Kong government to finally enact policy change Strategy Our ultimate target was the Hong Kong government. They were aware of Hong Kong’s housing problem, but were not motivated to act as the issue was fraught with challenges.To motivate the government, we enacted widespread outcry from Hong Kong citizens, our secondary target. These people are constantly bombarded by messages from other charities, so we had to drive personal relevance to be compelling.A four-week campaign, making use of unexpected ways to draw widespread attention to a tired and complex issue:1.Reframed the conversation – We helped Hong Kong people understand the harsh realities of caged homes by reframing how we presented the problem.2.Took to the streets – We changed our approach in grabbing their attention by taking our campaign out onto the busy streets of Hong Kong’s CBDs.3.Unconventional media – We made use of media channels SoCO never used before to spark conversation across Hong Kong.