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# NOPITY2016
案例简介：概要 有一个典型的葡萄牙语表达，显示了整个国家如何看待 Paraympics: “coitadinhos”。它翻译成 “穷人”。那么，我们如何推动这些人一劳永逸地支持他们的残奥会运动员呢？ 执行 5月14日，我们在国家残奥会当天开始了我们的活动，在里斯本最具标志性的广场上进行了特技表演。它成为了一个在线视频，点击新闻，并将标签 # nopity 转化为病毒信息。接下来是另外两个视频。一部简短的纪录片，讲述了一个用一根特殊的纹身针纹在假肢上的人。另一个是身临其境的音频体验，庆祝那些总是站在残奥会一边的人: 他们的导游。到奥运会举行时，残奥会几乎得到了全国的了解和支持。 相关性 “不怜悯” 运动成功地与名人、运动员和政治家等可信的第三方建立了信任和培养关系。它主要是由挣来的媒体建造的，它清楚地改变了整个国家对他们残奥会运动员的看法。 结果 “不怜悯” 运动产生了超过 200 个新闻故事，并在一个有 1035 万人口的国家达到了 740 万人。甚至葡萄牙总统也在最后一刻加入了竞选。它还在社交媒体上吸引了人们: + 939% 的喜欢，+ 332,8% 的评论，65,6% 的股份。我们的信息不仅提高了人们对残奥会的认识，而且成为了他们的座右铭。一个帮助葡萄牙残奥会队比葡萄牙奥林匹克队多赢得四次奖牌的项目。 活动描述 这个想法是把一个全国性的偏见变成一个强有力的支持信息，只有一个信息: 不要同情。这是每次执行的概念，它成为了一个病毒标签，由名人、运动员、政治家、学生和所有想支持我们运动员的人分享。 战略 我们发起了一场跨媒体运动，只有一条信息: 不要同情。每次处决都邀请葡萄牙人以不同的方式看待残奥会运动员。他们对任何高水平运动员都有同样的热情和需求。
# NOPITY2016
案例简介：Synopsis There is a typical Portuguese expression that shows how the entire country looked at the Paraympics: “coitadinhos”. It translates closely to “poor guys”. So how could we push these people to, once and for all, give the support to their Paralympic athletes? Execution We started our campaign during National Paralympic Day, on May 14th, with a stunt on Lisbon's most iconic square. It became an online video that hit the news and transformed the hashtag #nopity into a viral message. It was followed by two other videos. One short documentary about the paracyclist who tattooed his prosthetic with a special tattooing needle. The other was an immersive audio experience, celebrating those who are always by the side of the Paralympics: their guides. By the time of the Games, the Paralympics were known and supported by virtually the entire country. Relevancy The No Pity campaign successfully built trust and cultivated relationships with credible third-parties, like celebrities, sportsmen and politicians. It was built mainly with earned-media and it clearly changed how an entire country looked at their Paralympic Athletes. Outcome The “No Pity” campaign generated mote than 200 hundred news stories and reached 7,4 million people on a country with 10,35 million people. Even the President of Portugal joined the campaign in the last minute. It also engaged people on social media: + 939% likes, + 332,8% comments, 65,6% shares. Our message not only raised awareness on the Paralympics, it became their motto. One that helped the Portuguese Paralympic team win four time more medals than the Portuguese Olympic team. CampaignDescription The idea was to turn a nationwide prejudice into a strong message of support with one single message: no pity. It was the concept on each execution and it became a viral hashtage, shared by celebrities, sportsmen, politicians, students and by everyone who wanted to support our athletes. Strategy We launched a transmedia campaign with one single message: no pity. Each execution invited the Portuguese to look at the Paralympic athletes in a different way. With the same passion – and the same sense of demand – that they look to any high level athlete.
#NOPITY2016
案例简介：概要 有一个典型的葡萄牙语表达，显示了整个国家如何看待 Paraympics: “coitadinhos”。它翻译成 “穷人”。那么，我们如何推动这些人一劳永逸地支持他们的残奥会运动员呢？ 执行 5月14日，我们在国家残奥会当天开始了我们的活动，在里斯本最具标志性的广场上进行了特技表演。它成为了一个在线视频，点击新闻，并将标签 # nopity 转化为病毒信息。接下来是另外两个视频。一部简短的纪录片，讲述了一个用一根特殊的纹身针纹在假肢上的人。另一个是身临其境的音频体验，庆祝那些总是站在残奥会一边的人: 他们的导游。到奥运会举行时，残奥会几乎得到了全国的了解和支持。 相关性 “不怜悯” 运动成功地与名人、运动员和政治家等可信的第三方建立了信任和培养关系。它主要是由挣来的媒体建造的，它清楚地改变了整个国家对他们残奥会运动员的看法。 结果 “不怜悯” 运动产生了超过 200 个新闻故事，并在一个有 1035 万人口的国家达到了 740 万人。甚至葡萄牙总统也在最后一刻加入了竞选。它还在社交媒体上吸引了人们: + 939% 的喜欢，+ 332,8% 的评论，65,6% 的股份。我们的信息不仅提高了人们对残奥会的认识，而且成为了他们的座右铭。一个帮助葡萄牙残奥会队比葡萄牙奥林匹克队多赢得四次奖牌的项目。 活动描述 这个想法是把一个全国性的偏见变成一个强有力的支持信息，只有一个信息: 不要同情。这是每次执行的概念，它成为了一个病毒标签，由名人、运动员、政治家、学生和所有想支持我们运动员的人分享。 战略 我们发起了一场跨媒体运动，只有一条信息: 不要同情。每次处决都邀请葡萄牙人以不同的方式看待残奥会运动员。他们对任何高水平运动员都有同样的热情和需求。
#NOPITY2016
案例简介：Synopsis There is a typical Portuguese expression that shows how the entire country looked at the Paraympics: “coitadinhos”. It translates closely to “poor guys”. So how could we push these people to, once and for all, give the support to their Paralympic athletes? Execution We started our campaign during National Paralympic Day, on May 14th, with a stunt on Lisbon's most iconic square. It became an online video that hit the news and transformed the hashtag #nopity into a viral message. It was followed by two other videos. One short documentary about the paracyclist who tattooed his prosthetic with a special tattooing needle. The other was an immersive audio experience, celebrating those who are always by the side of the Paralympics: their guides. By the time of the Games, the Paralympics were known and supported by virtually the entire country. Relevancy The No Pity campaign successfully built trust and cultivated relationships with credible third-parties, like celebrities, sportsmen and politicians. It was built mainly with earned-media and it clearly changed how an entire country looked at their Paralympic Athletes. Outcome The “No Pity” campaign generated mote than 200 hundred news stories and reached 7,4 million people on a country with 10,35 million people. Even the President of Portugal joined the campaign in the last minute. It also engaged people on social media: + 939% likes, + 332,8% comments, 65,6% shares. Our message not only raised awareness on the Paralympics, it became their motto. One that helped the Portuguese Paralympic team win four time more medals than the Portuguese Olympic team. CampaignDescription The idea was to turn a nationwide prejudice into a strong message of support with one single message: no pity. It was the concept on each execution and it became a viral hashtage, shared by celebrities, sportsmen, politicians, students and by everyone who wanted to support our athletes. Strategy We launched a transmedia campaign with one single message: no pity. Each execution invited the Portuguese to look at the Paralympic athletes in a different way. With the same passion – and the same sense of demand – that they look to any high level athlete.
# NOPITY2016
暂无简介
#NOPITY2016
暂无简介
基本信息
- 广告品牌： Portuguese Paralympics Committee
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 葡萄牙语
- 媒介平台： 网络
- 获得奖项：
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