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它要回家了
案例简介：为什么这项工作与媒体相关？ 作为国家的旗帜载体，英航的角色是代表英国的一切好事。因此，我们想庆祝英格兰足球队的成功，并激发围绕俄罗斯世界杯锦标赛的兴奋。通过表现得像一个真正的粉丝，我们开始加强现有的对话并开始新的对话。 背景 作为国家的旗帜载体，英航的角色是代表英国的一切好事。在英国退欧公投的支持下，这个国家充满了负面情绪，我们认为世界杯是乐观的潜在来源。 但是，由于没有官方赞助，也没有预算，我们知道我们必须以不同的方式思考。 描述创意/见解 (投票30%) 我们的创造性方法取决于通过同理心与英国公众互动-行为举止和像真正的足球迷一样思考。因此，当人们开始相信英格兰确实可以举起世界杯奖杯时，我们发现了一个独特的机会。 行动的触发因素是，受英格兰著名的 “三狮军团” 国歌启发的 “回家了” 模因开始充斥互联网。如果英格兰赢得了世界杯，足球就会回家。这导致了我们建立登机牌的想法，作为国家的船旗国，我们可以从字面上帮助将足球运送回家。 描述策略 (投票20%) 我们了解，尽管英国航空公司的名称引起了广泛关注，但并非总是出于正确的原因。因此，关键是我们在世界杯期间没有加剧任何现有的紧张局势。 时机就是一切，积极的品牌参与度取决于BA可靠地驾驭着英格兰的成功浪潮。因此，工作和媒体预订仅在一天之内就完成了，以最大程度地发挥影响。 对于外出和媒体，没有应用特定的目标。重点是大规模覆盖与最低预算。这项活动是在英格兰战胜瑞典的四分之一决赛当天进行的，然后在半决赛输给克罗地亚之前进行的。 在社交平台上，我们积极针对已经在讨论世界杯的Twitter用户。 但是，以最小的预算，主要目标是通过赚取的媒体实现。 描述执行 (投票20%) 快速周转并没有以牺牲最佳表现BA广告的工艺为代价。登机牌上的详细信息包括乘客 “足球” 的名字，以及计划于周日7月15日18.00离开莫斯科飞往伦敦的航班 (决赛的日期和我们希望英格兰队离开俄罗斯的时间，胜利)。 为了强调我们真正的足球迷资格，我们无缝地包括了进一步的主题参考，例如向英格兰受欢迎的经理加雷斯·索斯盖特 (Gareth Southgate) 致敬，“盖特: 南方” 和球队的最后一次胜利，“盖特关闭: 1966”。 对细节的关注并没有止步于此。座位号52H (受伤52年)，温布利邮政编码和哈里·凯恩上尉的金靴奖都有特色。 这项工作在英国进行了6日-2019年7月11日遍布家庭，媒体和Twitter。 列出结果 (投票30%) 尽管BA不是赞助商，但该作品成为世界杯上最受关注的广告，其参与率22.5 BA基准的x，同时有机地覆盖了4700万多人。 它出现在备受瞩目的全球出版物中，例如《太阳报》，《在线邮报》，CNN，BBC和UNILAD Sport。该品牌总共产生了价值115,000英镑的付费媒体价值，预算为21,000英镑。
它要回家了
案例简介：Why is this work relevant for Media? As the nation’s flag carrier, BA’s role is to represent everything that’s good about Britain. We therefore wanted to celebrate the success of the England football team and fuel the excitement surrounding the World Cup tournament in Russia. By behaving like a true fan, we set out to enhance existing conversations and start new ones. Background As the nation’s flag carrier, BA’s role is to represent everything that’s good about Britain. With plenty of negativity surrounding the country on the back of the Brexit vote, we’d identified the World Cup as a potential source of optimism. However, with no official sponsorship in place and no budget set aside, we knew we’d have to think differently. Describe the creative idea/insights (30% of vote) Our creative approach depended upon engaging with the British public through empathy – behaving and thinking like a true football fan. So, when people started to believe that the World Cup trophy really could be lifted by England, we spotted a unique opportunity. The trigger for action was when ‘It’s coming home’ memes, inspired by England’s famous ‘Three Lions’ anthem, began to flood the internet. If England won the World Cup, football would be coming home. This led to the creation of our boarding pass idea where we, as the nation’s flag carrier, could literally help to transport football home. Describe the strategy (20% of vote) We understood whilst the British Airways name attracts considerable attention, it’s not always been for the right reasons. It was therefore key that we didn’t exacerbate any existing tensions during the World Cup. Timing was everything, with positive brand engagement depending on BA credibly riding the wave of England’s success. The work and media bookings were therefore turned around in only a day to maximise impact. For out of home and press, no specific targeting was applied. The focus was on mass reach vs. minimal budget. The activity ran on the day of England’s victorious quarter-final against Sweden and then before the semi-final loss to Croatia. On social platforms, we actively targeted Twitter users already discussing the World Cup. However, with minimal budget, the main goal was reach through earned media. Describe the execution (20% of vote) The fast turnaround was not at the expense of the craft that underlines BA advertising at its best. Details on the boarding pass included the name of the passenger ‘Football’ and a flight scheduled to leave Moscow for London on Sunday 15th July at 18.00 (the date of the final and the time we hoped the England team would leave Russia, triumphant). To underline our true football fan credentials, we seamlessly included further topical references such as a nod to England’s popular manager Gareth Southgate, ‘Gate: South’ and the team’s last triumph, ‘Gate closes: 1966’. The attention to detail didn’t stop there. The seat number 52H (52 years of hurt), the Wembley postcode and captain Harry Kane’s gold boot aspirations all featured. The work ran in the UK from 6th – 11th July 2019 across Out of Home, Press and Twitter. List the results (30% of vote) Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup with an engagement rate 22.5 x the BA benchmark, whilst reaching over 47 million people organically. It appeared in high profile global publications such as The Sun, Mail Online, CNN, the BBC and UNILAD Sport. In total, the brand generated £115,000 worth of paid media value for a shoestring budget of £21,000.
It's Coming Home
案例简介：为什么这项工作与媒体相关？ 作为国家的旗帜载体，英航的角色是代表英国的一切好事。因此，我们想庆祝英格兰足球队的成功，并激发围绕俄罗斯世界杯锦标赛的兴奋。通过表现得像一个真正的粉丝，我们开始加强现有的对话并开始新的对话。 背景 作为国家的旗帜载体，英航的角色是代表英国的一切好事。在英国退欧公投的支持下，这个国家充满了负面情绪，我们认为世界杯是乐观的潜在来源。 但是，由于没有官方赞助，也没有预算，我们知道我们必须以不同的方式思考。 描述创意/见解 (投票30%) 我们的创造性方法取决于通过同理心与英国公众互动-行为举止和像真正的足球迷一样思考。因此，当人们开始相信英格兰确实可以举起世界杯奖杯时，我们发现了一个独特的机会。 行动的触发因素是，受英格兰著名的 “三狮军团” 国歌启发的 “回家了” 模因开始充斥互联网。如果英格兰赢得了世界杯，足球就会回家。这导致了我们建立登机牌的想法，作为国家的船旗国，我们可以从字面上帮助将足球运送回家。 描述策略 (投票20%) 我们了解，尽管英国航空公司的名称引起了广泛关注，但并非总是出于正确的原因。因此，关键是我们在世界杯期间没有加剧任何现有的紧张局势。 时机就是一切，积极的品牌参与度取决于BA可靠地驾驭着英格兰的成功浪潮。因此，工作和媒体预订仅在一天之内就完成了，以最大程度地发挥影响。 对于外出和媒体，没有应用特定的目标。重点是大规模覆盖与最低预算。这项活动是在英格兰战胜瑞典的四分之一决赛当天进行的，然后在半决赛输给克罗地亚之前进行的。 在社交平台上，我们积极针对已经在讨论世界杯的Twitter用户。 但是，以最小的预算，主要目标是通过赚取的媒体实现。 描述执行 (投票20%) 快速周转并没有以牺牲最佳表现BA广告的工艺为代价。登机牌上的详细信息包括乘客 “足球” 的名字，以及计划于周日7月15日18.00离开莫斯科飞往伦敦的航班 (决赛的日期和我们希望英格兰队离开俄罗斯的时间，胜利)。 为了强调我们真正的足球迷资格，我们无缝地包括了进一步的主题参考，例如向英格兰受欢迎的经理加雷斯·索斯盖特 (Gareth Southgate) 致敬，“盖特: 南方” 和球队的最后一次胜利，“盖特关闭: 1966”。 对细节的关注并没有止步于此。座位号52H (受伤52年)，温布利邮政编码和哈里·凯恩上尉的金靴奖都有特色。 这项工作在英国进行了6日-2019年7月11日遍布家庭，媒体和Twitter。 列出结果 (投票30%) 尽管BA不是赞助商，但该作品成为世界杯上最受关注的广告，其参与率22.5 BA基准的x，同时有机地覆盖了4700万多人。 它出现在备受瞩目的全球出版物中，例如《太阳报》，《在线邮报》，CNN，BBC和UNILAD Sport。该品牌总共产生了价值115,000英镑的付费媒体价值，预算为21,000英镑。
It's Coming Home
案例简介：Why is this work relevant for Media? As the nation’s flag carrier, BA’s role is to represent everything that’s good about Britain. We therefore wanted to celebrate the success of the England football team and fuel the excitement surrounding the World Cup tournament in Russia. By behaving like a true fan, we set out to enhance existing conversations and start new ones. Background As the nation’s flag carrier, BA’s role is to represent everything that’s good about Britain. With plenty of negativity surrounding the country on the back of the Brexit vote, we’d identified the World Cup as a potential source of optimism. However, with no official sponsorship in place and no budget set aside, we knew we’d have to think differently. Describe the creative idea/insights (30% of vote) Our creative approach depended upon engaging with the British public through empathy – behaving and thinking like a true football fan. So, when people started to believe that the World Cup trophy really could be lifted by England, we spotted a unique opportunity. The trigger for action was when ‘It’s coming home’ memes, inspired by England’s famous ‘Three Lions’ anthem, began to flood the internet. If England won the World Cup, football would be coming home. This led to the creation of our boarding pass idea where we, as the nation’s flag carrier, could literally help to transport football home. Describe the strategy (20% of vote) We understood whilst the British Airways name attracts considerable attention, it’s not always been for the right reasons. It was therefore key that we didn’t exacerbate any existing tensions during the World Cup. Timing was everything, with positive brand engagement depending on BA credibly riding the wave of England’s success. The work and media bookings were therefore turned around in only a day to maximise impact. For out of home and press, no specific targeting was applied. The focus was on mass reach vs. minimal budget. The activity ran on the day of England’s victorious quarter-final against Sweden and then before the semi-final loss to Croatia. On social platforms, we actively targeted Twitter users already discussing the World Cup. However, with minimal budget, the main goal was reach through earned media. Describe the execution (20% of vote) The fast turnaround was not at the expense of the craft that underlines BA advertising at its best. Details on the boarding pass included the name of the passenger ‘Football’ and a flight scheduled to leave Moscow for London on Sunday 15th July at 18.00 (the date of the final and the time we hoped the England team would leave Russia, triumphant). To underline our true football fan credentials, we seamlessly included further topical references such as a nod to England’s popular manager Gareth Southgate, ‘Gate: South’ and the team’s last triumph, ‘Gate closes: 1966’. The attention to detail didn’t stop there. The seat number 52H (52 years of hurt), the Wembley postcode and captain Harry Kane’s gold boot aspirations all featured. The work ran in the UK from 6th – 11th July 2019 across Out of Home, Press and Twitter. List the results (30% of vote) Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup with an engagement rate 22.5 x the BA benchmark, whilst reaching over 47 million people organically. It appeared in high profile global publications such as The Sun, Mail Online, CNN, the BBC and UNILAD Sport. In total, the brand generated £115,000 worth of paid media value for a shoestring budget of £21,000.
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It's Coming Home
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