Fistbump|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：ScriptInEnglish MVO: (疲倦的叹息) 英国人谁 busbump。那个停在自动扶梯顶部检查手机的人。公众面试者。说 “令人惊讶” 的人。推特上那个以 “让它沉下去” 结尾的家伙。自称 “调酒师” 的调酒师。Facebook 上的新妈妈 (标签祝福)。健身房兄弟。自行车兄弟。咖啡兄弟。只是… 兄弟。Instagram 夫妇。生活方式大师。你的那个老师。你知道的。你的前任。你前夫的新搭档。你前夫的新搭档的朋友。这个世界已经充满了混蛋。所以我们为没有血糖的糖尿病患者做了一个血糖监测系统。Dexcom g6。没有针。没有刺。 EntrySummary 在英语中，“刺” 可以意味着用尖锐的点打一个洞 -- 就像糖尿病患者用针测试血液一样。这也是一种侮辱。“刺” 是你称之为令人讨厌、不愉快和恼人的人的东西。在这些广告所在的英国，这是一个具有强烈分裂影响的词。事实上，它被主流广播电台禁止 -- 这就是为什么我们为我们的工作找到了替代渠道: Spotify 和数字广播电台。 BriefWithProjectedOutcomes 在英国，健康和健康通信由 ABPI/PMCPA 、 PAGB 和 MHRA 管理，并由 ASA 提供指导。医疗器械也包括在《医疗器械条例》 (EU) 2017/745 中。简要解释糖尿病患者必须通过每年数千次用针扎手指来定期检查他们的血液。他们讨厌它。但是有了 Dexcom G6，那些日子已经结束了。它不用针就能监测血液。这意味着没有更多的刺。我们的广告强调了这个非常重要的产品特征，重点是在英语中，有两种令人讨厌的刺。一个非常英国的声音告诉我们，因为一种类型有很多，我们制造了一个没有另一种类型的糖尿病监测系统。观众糖尿病患者每天用针头检查血液大约 12 次。一年 4,000 多次。Dexcom G6 根本不使用针头来监测血液。所以这无疑是改变生活的。因为我们的创意专注于这一关键利益，我们相信这也改变了生活。

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案例简介：ScriptInEnglish MVO: (Weary sigh) British people who fistbump. That guy who stops at the top of the escalator to check his phone. Public face-timers. People who say ‘amazing’. That guy on Twitter who ends every tweet with ‘let that sink in’. Bartenders who call themselves ‘mixologists’. New mums on Facebook (hashtag blessed). Gym bros. Bike bros. Coffee bros. Just…bros. Instagram couples. Lifestyle gurus. That teacher you had. You know the one. Your ex. Your ex’s new partner. All your ex’s new partner’s friends. The world is already full of pricks. So we made a glucose monitoring system for diabetics that doesn’t have any. The Dexcom G6. No needles. No pricks. EntrySummary In English, a ‘prick’ can mean making a hole with a sharp point – like when someone with diabetes uses a needle to test blood. It is also an insult. ‘Prick’ is something you call an obnoxious, unpleasant and annoying person. In the UK, where these ads ran, it’s a word with strong, divisive impact. In fact, it is banned by mainstream radio stations – which is why we found alternative outlets for our work: Spotify and digital radio stations. BriefWithProjectedOutcomes In the UK, health and wellness communications are governed by the ABPI/PMCPA, PAGB and MHRA with guidance provided by ASA. Medical devices are also covered by the Medical Device Regulation (EU) 2017/745. BriefExplanation People with diabetes have to regularly check their blood by pricking their finger with a needle thousands of times every year. They hate it. But with the Dexcom G6, those days are over. It monitors blood without any needles at all. That means no more pricks. Our ads highlight this massively important product feature by focusing on the fact that in English, there are two types of annoying prick. A very British voice tells us that because there are so many of one type, we made a diabetes monitoring system without the other type. Audience Diabetics use needles around 12 times each day to check their blood. That’s more than 4,000 times a year. The Dexcom G6 uses no needles at all to monitor blood. So it is undoubtedly life-changing. Because our creative focuses on that one key benefit, we believe it is life-changing too.