Corazón - Give Your Heart|活动|广告营销案例【ADGuider广告指南】

Coraz ó n-给你的心

案例简介：概要目前，115,000美国人正在等待挽救生命的器官移植。尽管98% 支持器官捐赠，但只有五分之一的纽约人是捐赠者。看到这些令人震惊的统计数据，您如何让年轻人注册成为器官捐赠者？你让他们感觉到一些东西-然后让它很容易成为解决方案的一部分。蒙特菲奥雷医院成立于纽约，1884年相信所有人类生命都值得为之奋斗，它看到了一个机会: 通过电影的力量让人们行动起来。通过创造引人入胜的娱乐节目，我们将年轻观众与器官捐赠的重要性联系起来，然后通过交互式移动技术使他们轻松成为解决方案的一部分。战略为了提高人们对器官捐赠的认识并吸引年轻的人群，coraz ó n旨在通过娱乐与观众建立情感联系。在Montefiore医院进行了几个月的研究之后，我们发现了Elena Ramirez的真实患者故事，并与编剧Kelley Sane和导演John Hillcoat一起开发了我们的剧本。为了推出coraz ó n，我们与另一个纽约偶像Tribeca电影节合作，该电影节旨在通过电影团结人们。通过讲述一个女人的引人入胜的故事，我们无缝地向观众展示了器官捐赠的价值以及Montefiore所代表的意义。由Hillcoat精心导演，由奥斯卡奖提名人Bradford Young精心拍摄，并由Demian Bichir和Ana de Armas出色表演，coraz ó n不仅仅是一部电影; 这是实现真正改变的全部努力。综合宣传活动促使观众观看coraz ó n，互动技术使观众轻松表达自己的心意。相关性 Coraz ó n基于Montefiore医院的真实患者故事。Coraz ó n由John Hillcoat执导，奥斯卡金像奖提名人Demian Bichir和Blade Runner 2049明星Ana de Armas主演，讲述了来自圣多明各的性工作者Elena Ramirez的故事，她的心脏快要死了，而Montefiore的Garcia博士则是唯一给她希望的人。这部48分钟的电影与Tribeca电影节合作推出，在纽约首映，所有放映都在数小时内售罄。评论家称赞coraz ó n能够通过电影的力量唤醒观众意识到器官捐赠的重要性。结果几个小时之内，科拉松的所有Tribeca电影节放映都售罄。批评的反应非常积极，庆祝这部电影能够在器官捐赠事业背后凝聚观众的能力。在电影首映后的第一周，1000万人观看了coraz ó n-给你的心内容。每天有1,000多名纽约人观看电影《coraz ó n》。数百名纽约人献出了自己的心，并在美国捐赠生命组织注册为新成员。由于一个捐赠者可以挽救多达8条生命，该运动已经有可能挽救数千人的生命。Coraz ó n的影响-给你的心只会继续增长。执行 Coraz ó n在2018的Tribeca电影节上首映，观众售罄。4月20日首映式之后，在4月22日和4月27日上又进行了四次公开放映，以容纳成千上万想看coraz ó n的人。这部电影随后在网上发布，激励各地的人们献出自己的心，并邀请朋友也这样做。由OOH，TVC，印刷，社论，公关，广播，播客，在线，社交和电影预告片组成的综合运动促使人们与我们的信息联系起来，观看电影并通过成为器官捐赠者来表达自己的心。在一周内，数百万人参与了我们的竞选活动，仅在纽约就有数千人观看了这部电影。我们目前正在就流媒体平台和航空公司机上系统的布局进行谈判，以吸引更广泛的受众。 CampaignDescription 实现真正的改变是困难的，尤其是在器官捐赠方面。我们对这场运动的态度是双重的。一个: 根据引人入胜的Montefiore患者故事制作一部故事片，该故事片将无缝地讲述该品牌的故事，同时引发观众对器官捐赠的情感反应。第二: 对coraz ó n的主要角色感到同情，为观众提供了一个简单，引人入胜的工具，使他们能够当场注册为器官捐赠者。不仅仅是一部电影的标语，给你的心变成了一个有意义的行动号召。看戏的人被提示通过将手机放在心上成为器官捐赠者。我们的互动移动技术帮助观众在短短15秒内注册捐赠生命美国。随后，coraz ó n在线发布，激励各地的人们捐献自己的心。

Coraz ó n-给你的心

案例简介：Synopsis 115,000 Americans are currently waiting for a life-saving organ transplant. Although 98% support organ donation, only 1 in 5 New Yorkers is a donor. Seeing these alarming statistics, how do you get young people to register as organ donors? You make them feel something—then make it easy to become part of the solution. Montefiore Hospital, founded in New York in 1884 on the belief that all human life is worth fighting for, saw an opportunity: move people to action through the power of film. By creating a compelling piece of entertainment, we connected a younger audience to the importance of organ donation, then made it easy for them to become part of the solution through interactive mobile technology. Strategy In order to raise awareness for organ donations and appeal to a younger demographic, Corazón aimed to emotionally connect with its audience through entertainment. After months of research with Montefiore Hospital, we discovered the true patient story of Elena Ramirez and developed our screenplay with screenwriter Kelley Sane and director John Hillcoat. To launch Corazón, we partnered with another New York icon, the Tribeca Film Festival, founded to unite people through cinema. By telling the compelling story of one woman, we seamlessly showed audiences the value of organ donation, and what Montefiore stands for. Exquisitely directed by Hillcoat, masterfully shot by Academy Award nominee Bradford Young, and brilliantly performed by Demian Bichir and Ana de Armas, Corazón is more than a film; it’s a complete effort to effect real change. An integrated campaign drove viewers to watch Corazón, and interactive technology made it easy for viewers to give their hearts. Relevancy Corazón is based on a true patient story from Montefiore Hospital. Directed by John Hillcoat and featuring Academy Award nominee Demian Bichir and Blade Runner 2049 star Ana de Armas, Corazón tells the story of Elena Ramirez, a sex worker from Santo Domingo whose heart is dying, and Montefiore’s Dr. Garcia, the only person who offers her hope. Launched in partnership with the Tribeca Film Festival, the 48-minute film premiered in New York and all screenings sold out within hours. Critics praised Corazón for its ability to awaken audiences to the importance of organ donation through the power of cinema. Outcome Within hours, all Tribeca Film Festival showings of Corazón sold out. The critical response has been extremely positive, celebrating the film’s ability to rally audiences behind the cause of organ donation. In the first week following the film premiere, 10 million people watched Corazón - Give Your Heart content. Over 1,000 New Yorkers per day watched Corazón the film. Hundreds of New Yorkers gave their hearts, registering as new with Donate Life America. Since 1 donor can save up to 8 lives, the campaign has potentially saved thousands of lives already. The impact of Corazón - Give Your Heart will only continue to grow. Execution Corazón premiered during the 2018 Tribeca Film Festival to sold-out audiences. The April 20 premiere was followed by four additional public screenings on April 22 and April 27 to accommodate the thousands of people wanting to see Corazón. The film was then made available online, inspiring people everywhere to give their hearts and invite friends to do the same. An integrated campaign consisting of OOH, TVC, print, editorial, PR, radio, podcast, online, social, and cinema trailers drove people to connect with our message, watch the film and give their hearts by becoming organ donors. In one week, millions connected with our campaign, and thousands watched the film in New York alone. We are currently negotiating placement on streaming platforms and airline in-flight systems to reach an even wider audience. CampaignDescription Effecting real change is hard, especially when it comes to organ donation. Our approach with this campaign was twofold. One: create a feature film based on a compelling Montefiore patient story that would seamlessly tell the brand’s story while sparking an emotional response in viewers for organ donation. Two: having been moved by a feeling of empathy for Corazón’s main character, provide viewers a simple, engaging tool enabling them to register as organ donors on the spot. More than just a film tagline, Give Your Heart became a meaningful call to action. Theatergoers were prompted to become organ donors by pressing their phones to their hearts. Our interactive mobile technology helped viewers register with Donate Life America in just 15 seconds. Corazón was then made available online, inspiring people everywhere to donate their hearts.