Dirnk Repsnosilby|海报/平面|广告营销案例【ADGuider广告指南】

Dirnk repsensilby

案例简介：为什么这项工作与Direct相关？创建 “Dirnk repsensilby” 运动简报是为了传播一个强大的社会责任信息，以影响公众饮酒和驾驶的风险和后果。因此，我们需要专门与参加娱乐和体育领域聚会和社交活动的年轻成年观众交谈。因此，媒体渠道和战略选择的影响者是决定活动成功和我们信息传播范围的基础。除此之外，我们一对一地回复了数千条社交媒体评论，向在竞选第一阶段有疑问的人透露了我们的信息。背景酗酒在巴西是一个非常严重的健康问题。每年有超过100.000人死于车祸，酒后驾车是这些死亡的第二大原因。作为世界上最大的啤酒厂，社会和企业的责任在Ambev的DNA。十多年来，安贝夫组织了捍卫负责任的饮酒行为的倡议。它参加了关于不适当饮用酒精饮料的影响的世卫组织的讨论，以及提高公众对不负责任饮酒风险的认识的若干其他举措。竞选简报旨在创建一个基于非产品的强大社会责任信息，以影响公众饮酒和驾驶的风险和后果。该运动还将与 “黄色五月” 运动合作: 一个月专门提请人们注意世界各地交通中的高伤亡率。描述创意 (30% 的选票) 这场运动是基于一种洞察力，这种洞察力也是关于酒精的普遍真理: 有时你喝酒，一切似乎都井井有条。但事实并非如此。所以我们使用了一种独特的设计技术，这种技术的工作方式与人们喝酒时相似。在wrod的ltteers是，olny iprmoatnt tihng是第一个，lsat ltteers是在rghit pclae。乍一看，我们的大脑还是能理解的。只有当更仔细地阅读时，你才能注意到拼写错误。通过这种技术，我们想出了一种简单而强大的视觉工艺。我们把世界上最著名的啤酒标志的字母打乱了。起初，人们没有注意到区别。但是仔细看看我们的标签，他们可以看出有些事情已经发生了变化，并与饮酒和驾驶的危险有关。描述策略 (20% 的选票) 我们通过自己更换啤酒开始了这场运动。重新设计的特别版，通过标签上的错误引起注意。在第一阶段的活动 (挑衅)，我们分发了特别版到几十个酒吧。这些标签还出现在电视节目、杂志、报纸、影响者、社交媒体格式和OOH中。我们没有告诉任何人变化。在第二阶段 (互动)，成千上万的人注意到了 “错误”，并在社交网络上分享。在最初的24小时内超过200.000次提及。 24小时后，我们在第三阶段 (启示) 上揭示了我们的意识信息。我们在社交媒体上一对一回答了成千上万的人，并使用了多媒体策略来接触尽可能多的平台。在第四阶段 (反应)，成千上万的人，新闻频道和影响者谈论了这场运动。这一次，他们理解了这个想法，并称赞了这个倡议。描述执行情况 (20% 的选票) 在全国最大足球锦标赛的首场比赛中，啤酒梵天的所有电视插页都被改为 “Bhamra”，没有任何解释。人们将 “错误” 归咎于电视广播公司和安贝夫。然后，有影响力的人 (体育评论员、幽默作家、名人和音乐家) 回应了这个错误，并分享了不同啤酒的其他图像，以及他们在酒吧、哦和流行音乐中看到的错误标签。与此同时，我们交换了几十个酒吧的瓶子来捕捉自发反应。这个想法直接掌握在数百名流行音乐消费者手中。与此同时，所有品牌社交网络都改变了他们的个人资料图片和封面。这个消息很快传播开来，引发了关于正在发生的事情的谣言。第二天早上，所有广告都揭示了 “错误” 的原因，我们在社交媒体上一对一地回答了成千上万的人，该活动在巴西和世界的许多门户网站上成为新闻。列出结果 (30% 的选票) “Dirnk repsensilby” 活动被该国的主要媒体渠道自发地接受，如世界广告，latinsp, Exame杂志，UOL门户网站和许多其他渠道。它还收集了其他令人印象深刻的结果: -前48小时内有619.000次互动 -谷歌搜索在短短24小时内增加了1550% -订婚是一个令人难以置信的15.6% -157 millioN印象

Dirnk repsensilby

案例简介：Why is this work relevant for Direct? The “Dirnk Repsnosilby” campaign brief was created to spread a powerful social responsibility message to impact the public about the risks and consequences of drinking and driving. So we needed to talk specifically to a young-adult audience who attends parties and social events in the entertainment and sports universe. Therefore, the media channels and the strategically selected influencers were fundamental to determine the success of the campaign and the reach of our message. Besides that, we answered thousands of social media comments one-to-one to reveal our message to people that were in doubt during the first phase of the campaign. Background Alcohol abuse is a very serious health problem in Brazil. With more than 100.000 deaths by car accidents every year, with drunk driving being the second biggest cause of these fatalities. As the largest brewery in the world, social and corporate responsibility is in Ambev's DNA. For more than a decade, Ambev organizes initiatives to defend responsible drinking practices. It participates in discussions of the World Health Organization (WHO) on the effects of inappropriate consumption of alcoholic beverages and several other initiatives to raise public awareness about the risks of irresponsible drinking. The campaign brief was to create a non-product based powerful social responsibility message to impact the public about the risks and consequences of drinking and driving. The campaign would also collaborate to the “Yellow May” movement: a month dedicated to draw the attention to the high rate of deaths and injuries in traffic around the world. Describe the creative idea (30% of vote) The campaign is based on an insight that’s also an universal truth about alcohol: sometimes you drink and everything seems to in order. But it’s not. So we used a unique design technique that works on a similar way as when people drink. It deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteers be at the rghit pclae. At first glance, our brain can still understand it. Only when reading more carefully, you can notice the spelling mistake. With this technique, we came up with a simple and powerful visual craftmanship. We scrambled the letters of the logos of the world's most famous beers. At first, people couldn’t notice the difference. But with a closer look at our labels, they could tell something had changed and relate to the dangers of drinking and driving. Describe the strategy (20% of vote) We started the campaign by changing the beers themselves. A re-designed special edition made to provoke the attention trough the error on the labels. On the first phase of the campaign (provocation), we distributed the special edition to dozens of bars. The labels were also displayed in TV appearances, magazines, newspapers, influencers, social media formats and OOH. We didn’t tell anyone about the change. On the second phase (interaction), thousands of people noticed the “errors” and shared it on social networks. More than 200.000 mentions in the first 24 hours. After 24 hours, we revealed our awareness message on the third phase (revelation). We answered thousands of people one-to-one on social media and used a multimedia strategy to reach as many platforms possible. On the fourth phase (reactions), thousands of people, news channels and influencers talked about the campaign. This time, they understood the idea and complimented the initiative. Describe the execution (20% of vote) In the opening game of the biggest football championship in the country, all TV inserts of the beer Brahma were changed to "Bhamra", without explanations. People blamed the TV broadcaster and Ambev for the “mistake”. Then, influencers (sports commentators, humorists, celebrities and musicians) echoed the error and shared other images of different beers with their wrong labels that they had seen in bars, OOH and POP. At the same time, we exchanged the bottles in dozens of bars to capture spontaneous reactions. The idea went straight to the hands of hundreds of consumers in POP. Meanwhile, all brand social networks changed their profile pictures and covers. The news quickly spread, generating rumors about what was happening. The next morning, all ads revealed the reason for the "error" and we answered thousands of people one-to-one on social media and the campaign became news in many portals from Brazil and the world. List the results (30% of vote) The “Dirnk Repsnosilby” campaign was spontaneously picked up by the main media channels in the country, such as Ads of the World, LatinSpots.com, Exame Magazine, UOL Portal and many others. It also gathered other impressive results: - 619.000 interactions in the first 48 hours - Google search increased 1550% in just 24 hours - Engagement was an incredible 15.6% - 157 million impressions