WHO CARES?|短视频|广告营销案例【ADGuider广告指南】

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谁在乎？

案例简介：描述客户的简报瑞典武装部队再次征兵。他们需要年轻男女从事一种职业，这种职业在许多方面都是为了帮助他人而放弃自己的安全。为了强调这一点，并展示这项工作的高要求性质，我们决定完全按照这种情况进行。我们想激活目标群体，同时提出问题。人们会为他们没有关系的人牺牲自己的自由吗？人们是否准备以不包括在 Facebook 上分享东西或在推特上发布特定哈希标签的方式来表明他们的关心？描述促销如何从概念发展到实施为了强调为瑞典武装部队工作的牺牲性，我们在 4 天的时间里上演了一个场景。我们在斯德哥尔摩中心放置了一个带有封闭房间的盒子。一个人自愿同意坐在那里，直到别人取代他的位置。每小时都会有一扇门打开，如果有人在那里代替这个地方，他可以离开。传达整个事件的问题是: 谁在乎？因为这一次唯一的行动方式是亲自动手。描述客户和消费者的成功促销，包括一些可量化的结果: 招聘活动的目的是为 4,300 个空缺职位收集 1,430 名申请人。活动和活动帮助现场访问量在短短几天内超过 200,000。社交媒体、博客和论坛很快就点燃了关于招聘活动的讨论，公共服务部门也对此进行了报道。在人们可以坐在盒子里的总共 89 个小时里，74 个人决定进去帮助里面的人。在活动结束时，已收到 9,930 份申请。超过目标的 2 倍。解释为什么促销方法与产品或服务最相关这次活动突出了你不得不放弃自己的舒适来帮助他人的职业。为了做出真正的改变，你需要真正的行动。因此，活动在一个活动网站上直播，游客无法帮助这个人。没有状态更新会释放他，也没有推特会有所作为。我们不得不在身体上取代这个位置，给我们的目标群体带来了瑞典武装部队的困境和自然情况，他们可能永远不会考虑。

谁在乎？

案例简介：Describe the brief from the client The Swedish Armed Forces are once again recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. To highlight this, and to show the demanding nature of the job, we decided to stage exactly that scenario. We wanted to activate the target group while simultaneously raising the question. Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash-tag? Describe how the promotion developed from concept to implementation To highlight the sacrificial aspect of working for the Swedish Armed Forces, we staged a scenario over the course of 4 days. We placed a box with an enclosed room in central Stockholm. A person willingly agreed to sit there until someone else took his place. Every hour a door would open, and if someone was there to take the place, he could leave. The question communicating the whole event was: Who cares? Because this time the only way to act was to physically take the place yourself. Describe the success of the promotion with both client and consumer including some quantifiable results: The aim of the recruitment campaign was to gather 4,300 applicants for 1,430 open positions. The event and the campaign helped site visits exceed 200,000 in just a couple of days. Social media, blogs, and forums quickly lit up with discussions concerning the recruitment campaign, and public service also reported of it. During a total of 89 hours that people could sit in the box, 74 people decided to enter and help whoever was in there. At the end of the campaign, 9,930 applications had been received. More than 2 times above the target. Explain why the method of promotion was most relevant to the product or service The event served to highlight an occupation where you have to give up your own comfort to help others. And to make a real difference, you need to act for real. Therefore the event was streamed live on a campaign site from where visitors could do nothing to help the person. There was no status update that would free him, and no tweet that could make a difference. By having to take the place physically we presented our target group with a predicament and a situation natural to the Swedish Armed Forces, that they perhaps might never consider.