The Corruption Converter|海报/平面|广告营销案例【ADGuider广告指南】

损坏转换器

案例简介：执行该工具将阅读在线报纸上的新闻，将那些有损坏数字的文章存储在其数据库中。在所有标记的文章中，货币数字被突出显示; 当用户将鼠标悬停在它们上时，我们的转换器将在屏幕上显示工具提示。然后，用户将选择公共产品或服务进行转换: H1N1 疫苗、救护车、学校午餐、地铁里程等。通过点击 “转换”，用户将被重定向到一个页面，显示可以购买多少商品或服务的结果，并显示金额,除了数据可视化和新闻相关的每个社会问题覆盖。结果 Reach (网站流量) 40% 访问者数量的增加 68% 访问量的增加参与 (内容互动) 352,993 个独特的访问者/monh1，445,486 个互动/月内容分享: 14,455 在 Facebook43 上的分享, 356 股在 Twitter7，227 股在 LinkedInTotal 股份: 65,047/月战略这个想法旨在使网站更加动态，并通过交叉引用旧文章和最近文章的数据来扩展对新闻片段的分析。这样，每天发布的新闻也为档案文章创造了流量，让读者在网站上保持更长的时间，并增加页面浏览量。概要 141 年前成立的巴西最重要的报纸之一 estad ã o 需要将印刷版的可信度转移到其数字版。与此同时，它需要采用更多的技术，使在线发布的分析更具互动性，从而为其在线门户网站带来更多的读者，并增加广告商的数量。活动描述巴西正在经历普遍的危机。公共服务的崩溃加剧了政治和经济危机，正如该国历史上最大的腐败丑闻正在曝光一样。有如此多的指控，涉及如此巨额的金钱，以至于读者无法理解他们所代表的意义。因此，我们创造了 “从现实到现实 -- 腐败转换器”。该工具允许用户将涉及腐败的新闻文章中报道的数字转换成人们总是需要但不总是得到的公共产品和服务。这在关于钱的新闻和关于哪里急需钱的新闻之间建立了联系。

损坏转换器

案例简介：Execution The tool would read the news pieces on the online newspaper, storing those articles that had corruptions numbers in its database. On all articles tagged, the monetary figures were highlighted; when the user moused over them, a tooltip would appear onscreen with our converter. The user would then choose a public good or service for the conversion: H1N1 vaccines, ambulances, school lunches, subway miles, etc. By clicking on “convert” the user would then be redirected to a page showing the result of how many of that good or service could be purchased with the amount shown, in addition to data visualization and news related to each of the social issues covered. Outcome Reach (website traffic)40% increase in number of visitors68% increase in number of visits Engagement (content interaction)352,993 unique visitors/month1,445,486 interactions/month Content sharing:14,455 shares on Facebook43,356 shares on Twitter7,227 shares on LinkedInTotal shares: 65,047/months Strategy The idea seeks to make the website more dynamic and extend the analyses of the news pieces by cross-referencing data from old and recent articles. This way, the news published daily also created traffic for the archive articles, keeping the reader longer on the website and increasing page views. Synopsis Estadão, one of Brazil’s most important newspapers, founded 141 years ago, needed to transfer to its digital version the credibility commanded by its print version. At the same time, it needed to incorporate more technology and make the analyses published online more interactive, thereby bringing more readers to its online portal and driving up the number of advertisers. CampaignDescription Brazil is going through generalized crises. The political and economic crises are aggravated by collapses in public services, just as the greatest corruption scandals in the history of the country are coming to light. There are so many accusations, involving such enormous sums of money, that readers fail to grasp the magnitude of what they represent. Therefore, we created “From Real to Reality – The Corruption Converter”. The tool allows users to convert the figures reported in news articles involving corruption into public goods and services that people always need but don’t always receive. This established a connection between the news about money that went missing to the news about where it is sorely needed.