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    Sound of Sea微电影广告营销案例

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    案例简介:

    案例简介:Why is this work relevant for PR? The devastating consequences of industrial fishing on the ocean are unknown by the general public and ignored by politicians. In under 48 hours, “Sound Of Sea”: the SOS from the sea reached over 100 million people. Without any investment, TV channels, radio stations and national print media latched onto the subject. Sea Shepherd’s message spread and attitudes finally began to change. The participation of committed influencers like Pamela Anderson and the French actor Omar Sy brought an international echo making it audible to everyone. Thanks to “Sound Of Sea“, the general public and opinion leaders are aware of the urgency. Background Sea Shepherd, the NGO protecting the oceans, needs to make the general public aware of the consequences of industrial fishing on the sea. Because in 50 years our consumption of fish has doubled along with our population. Intensive fishing wreaks havoc all over the world. Neglected by politicians and minimised by lobbies, the situation is only worsening year after year. Scientists are sounding the alarm: if this situation doesn’t change, the oceans will be emptied of all fish by 2048. Faced with this emergency, Sea Shepherd wanted to create an electroshock to change attitudes and make people understand that the solution can come from each of us, starting in our plates. Without media investment, the aim is to catch the attention of the greatest number, on social platforms via a PR mechanism and singular experiential content. Describe the creative idea (20% of vote) Thanks to the Sea Shepherd operation, the ocean at last emerges from silence sending Humankind a distress call, an SOS. “Sound Of Sea” is the story of a unique sound, comprising thirty sonar laments: a harpooned whale, a dolphin caught in trawler mesh, or thousands of fish bunched together in a net. The idea is to excite the attention of the general public in a new way on social media where pictures and words usually dominate. Here the “enigmatic sound” surprises, nourishing flights of fantasy and discussions which, in under 24 hours, flood social networks then the media. Once the debate was launched about where the sound came from, Sea Shepherd revealed its significance, thus alerting the public about the dangers of overfishing. Through “Sound Of Sea,” the ocean talks directly to Humankind, and Sea Shepherd makes previously unknown atrocities visible and audible to the general public. Describe the PR strategy (30% of vote) The first ambition was to make people believe there really was a strange sound emanating from the sea and to progress in absolute anonymity. Everything was orchestrated to render the sound audible and legitimate. The sound was broadcast for the first time near known diving spots and was notably heard by Guillaume Néry (a French diver who is the world’s free diving double champion and who has a strong community on social media). From that moment, the sound was never in doubt. With several tens of thousands of comments, Likes and retweets in under 24 hours, fantasies and questions launched the machine, also relayed by TV, Radio and print media: exactly what we wanted. Sea Shepherd chose the opportune moment to deliver the final answer by spreading a video reveal, relayed again by the highly committed Sea Shepherd community, but also by the media and personalities favourable to the cause. Describe the PR execution (20% of vote) 1. Guillaume Néry gave this sound initial legitimacy and a general public echo. Specific influencers were mobilised: oceanographers, sailors, divers, scientists, sea lovers – to relay Guillaume Néry’s posts and to lend credibility and amplify the sound’s reach even more across social media. 2. In 24 hours the sound had generated millions of views and comments. Sea Shepherd then revealed the origin on its Twitter, Instagram and Facebook accounts with a 2-minute video. Sea Shepherd USA, Germany, Spain, Italy and Australia also unveiled the video simultaneously. 3. Sea Shepherd deployed a massive PR plan locally and internationally: TV, radio, press, to intensify the spread of this sound beyond social networks. List the results (30% of vote) – must include at least two of the following tiers: In only 72 hours, and without media investment: • the operation was viewed more than 35 million times on social networks. • it totaled over 150 million media impressions • Sea Shepherd awareness increased by 25% • Best traffic performance on Sea Shepherd’s website and social network: + 150% during the operation. The impact is valued at €8.6 M of EARNED MEDIA: • Reposts by: o Pamela Anderson o Guillaume Néry (world’s free diving double champion) o Omar Sy (French Actor) o Pierre Ninet (French Actor) • Media: o TV audience (TF1, M6, France 2, BFM) thanks to different broadcasts: 15 million French people o Radio (RTL, France Info) audience 7-9 and 12:30-1pm news slots: 3 million listeners o Geo / Science & Avenir: N°1 Outdoor & Scientific French press. o HUFFINGTON POST, PARIS MATCH, FIGARO, LIBÉRATION, LE PARISIEN, BRUT

    Sound of Sea

    案例简介:

    Sound of Sea

    案例简介:Why is this work relevant for PR? The devastating consequences of industrial fishing on the ocean are unknown by the general public and ignored by politicians. In under 48 hours, “Sound Of Sea”: the SOS from the sea reached over 100 million people. Without any investment, TV channels, radio stations and national print media latched onto the subject. Sea Shepherd’s message spread and attitudes finally began to change. The participation of committed influencers like Pamela Anderson and the French actor Omar Sy brought an international echo making it audible to everyone. Thanks to “Sound Of Sea“, the general public and opinion leaders are aware of the urgency. Background Sea Shepherd, the NGO protecting the oceans, needs to make the general public aware of the consequences of industrial fishing on the sea. Because in 50 years our consumption of fish has doubled along with our population. Intensive fishing wreaks havoc all over the world. Neglected by politicians and minimised by lobbies, the situation is only worsening year after year. Scientists are sounding the alarm: if this situation doesn’t change, the oceans will be emptied of all fish by 2048. Faced with this emergency, Sea Shepherd wanted to create an electroshock to change attitudes and make people understand that the solution can come from each of us, starting in our plates. Without media investment, the aim is to catch the attention of the greatest number, on social platforms via a PR mechanism and singular experiential content. Describe the creative idea (20% of vote) Thanks to the Sea Shepherd operation, the ocean at last emerges from silence sending Humankind a distress call, an SOS. “Sound Of Sea” is the story of a unique sound, comprising thirty sonar laments: a harpooned whale, a dolphin caught in trawler mesh, or thousands of fish bunched together in a net. The idea is to excite the attention of the general public in a new way on social media where pictures and words usually dominate. Here the “enigmatic sound” surprises, nourishing flights of fantasy and discussions which, in under 24 hours, flood social networks then the media. Once the debate was launched about where the sound came from, Sea Shepherd revealed its significance, thus alerting the public about the dangers of overfishing. Through “Sound Of Sea,” the ocean talks directly to Humankind, and Sea Shepherd makes previously unknown atrocities visible and audible to the general public. Describe the PR strategy (30% of vote) The first ambition was to make people believe there really was a strange sound emanating from the sea and to progress in absolute anonymity. Everything was orchestrated to render the sound audible and legitimate. The sound was broadcast for the first time near known diving spots and was notably heard by Guillaume Néry (a French diver who is the world’s free diving double champion and who has a strong community on social media). From that moment, the sound was never in doubt. With several tens of thousands of comments, Likes and retweets in under 24 hours, fantasies and questions launched the machine, also relayed by TV, Radio and print media: exactly what we wanted. Sea Shepherd chose the opportune moment to deliver the final answer by spreading a video reveal, relayed again by the highly committed Sea Shepherd community, but also by the media and personalities favourable to the cause. Describe the PR execution (20% of vote) 1. Guillaume Néry gave this sound initial legitimacy and a general public echo. Specific influencers were mobilised: oceanographers, sailors, divers, scientists, sea lovers – to relay Guillaume Néry’s posts and to lend credibility and amplify the sound’s reach even more across social media. 2. In 24 hours the sound had generated millions of views and comments. Sea Shepherd then revealed the origin on its Twitter, Instagram and Facebook accounts with a 2-minute video. Sea Shepherd USA, Germany, Spain, Italy and Australia also unveiled the video simultaneously. 3. Sea Shepherd deployed a massive PR plan locally and internationally: TV, radio, press, to intensify the spread of this sound beyond social networks. List the results (30% of vote) – must include at least two of the following tiers: In only 72 hours, and without media investment: • the operation was viewed more than 35 million times on social networks. • it totaled over 150 million media impressions • Sea Shepherd awareness increased by 25% • Best traffic performance on Sea Shepherd’s website and social network: + 150% during the operation. The impact is valued at €8.6 M of EARNED MEDIA: • Reposts by: o Pamela Anderson o Guillaume Néry (world’s free diving double champion) o Omar Sy (French Actor) o Pierre Ninet (French Actor) • Media: o TV audience (TF1, M6, France 2, BFM) thanks to different broadcasts: 15 million French people o Radio (RTL, France Info) audience 7-9 and 12:30-1pm news slots: 3 million listeners o Geo / Science & Avenir: N°1 Outdoor & Scientific French press. o HUFFINGTON POST, PARIS MATCH, FIGARO, LIBÉRATION, LE PARISIEN, BRUT

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    广告公司: TBWA (法国 巴黎) 制作公司: 腾迈

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