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案例简介：结果 知识 -- 发布日的 43 个新故事 -- 第一周的 61 个 -- 包括《泰晤士报》、《卫报》、《电讯报》、《独立报》、《标准晚报》、《混搭》、《恶习》、《超时》。-包括英国广播公司第五电台直播，英国广播公司伦敦，ITV 新闻，澳大利亚广播公司，俄罗斯今天。-通过 100% 的社会福利和与大问题的联系获得强有力的关键信息。 -观众达到 6亿 +-报道持续到发布周之后，包括一部英国广播公司纪录片，该纪录片在 3 月份播出。产出 -- 在六个地点销售 118 杯咖啡 -- 在五个月内，每 weekOutcomes-12 人在网上销售 500 袋咖啡，根据他们估计的 30k 成本，为英国政府节省了 360,000 英镑每个无家可归者 -- 咖啡车出现的行为发生了重大变化，销售 -- 包括维珍、巴克莱和年利达在内的大公司的投资 -- 咖啡将于 2016年在主要零售商中分销 相关性 请改变是大问题和旧斯派克咖啡合作构想的新倡议。它的创建是为了更新大问题的形象，并增加该品牌对帮助无家可归者的影响。它是在非常有限的预算下开发的，主要是在公关推动下推出的，以展示品牌是如何向前迈出一大步的。公关被置于沟通战略的核心，这一想法将为该品牌接近 25 周年之际指明新的方向。 概要 大杂志已经发行 25 年了，已经卖出了 2亿本杂志，但自发行以来，世界已经发生了变化; 杂志销量正在下降，免费杂志占据主导地位。品牌面临压力，所以我们需要找到一种新的方式来与我们的受众联系，并推动品牌重新评估。在英国，无家可归现象达到创纪录的水平，解决这一问题的努力已经停滞不前，随之而来的耻辱也在增加。很明显，需要一种新的方法来解决这个问题。预算几乎不存在，所以我们需要创建一个可以快速自我维持的模型。 活动描述 每天，通勤者在咖啡上的花费超过了杂志的价格 (每天 2.99 英镑，杂志为 2.50 英镑)。我们想，如果花在咖啡上的钱可以帮助无家可归的人呢？所以，我们推出了 “请改变”，这是一家新的咖啡企业，由无家可归者组成，帮助无家可归者。我们招募无家可归的人，安置他们，培训他们当咖啡师，并向他们支付伦敦生活工资。我们给了他们手推车，让他们在伦敦街头出售，让他们重新融入社会。 “请改变” 是 “由大问题授权的”，旨在首先成为一个高质量的咖啡品牌,我们相信，如果我们能让人们改变他们买咖啡的地方，我们就能改变世界。 战略 目标受众是伦敦咖啡爱好者，我们需要快速将这个新咖啡品牌列入地图。英国的商业街由三个品牌主导，星巴克、科斯塔和尼禄咖啡馆，对现状感到沮丧。我们想与老牌连锁店竞争，并通过每天买咖啡的行为为人们提供改变社会的机会。关键信息是: 1.选择 “请改变” 与 “竞争对手” 的社会利益 2.咖啡质量与 “高街” 3.大问题的作用我们优先考虑与顶级 (大单) 国家印刷的对话,在线，广播和伦敦媒体。这与我们的主要受众保持一致，使我们能够达到并推动购物车的流量。次要媒体目标包括生活方式和趋势标题，以展示大问题的大胆新方向。 执行 我们在 11月23日推出了一辆手推车。为了避免 11月底的发布会在节日期间迷失方向的风险，我们调整了我们的战略，以获得简短的新闻焦点, 在发射日和整个星期创造了一个大爆炸。这个故事是由出版物定制的: 国家印刷: 新咖啡品牌利用国家的咖啡因成瘾回馈社会广播:采访主要发言人，在位置上与手推车。伦敦: 项目启动和无家可归者统计消费者: 改变日常习惯会带来很大的不同 -- 真实故事在 10月和 11月，我们向发言人介绍了情况，并准备了资产，让我们能够快速有效地了解新闻故事。《泰晤士报》在该项目传播到其他多个标题之前，有一个独家报道。然后，在发布日，我们在科文特花园的第一辆车上支持了多个广播网点。
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案例简介：Outcome Knowledge -43 new stories on launch day – 61 in first week – including Times, Guardian, Telegraph, Independent, Evening Standard, Mashable, Vice, Time Out. -Broadcast including BBC Radio Five Live, BBC London, ITV News, ABC Australia, Russia Today. -Strong key message uptake with 100% landing social benefits and link to The Big Issue.-Audience reach of 600million+-Coverage continued beyond launch week including a BBC Documentary featuring the initiative that aired in March. Outputs-118,000 coffees sold across six locations-500 bags of coffee sold online every weekOutcomes-12 people off the street in five months saving the UK government £360,000 based on their estimated £30k cost per homeless person-Significant shift in behaviour where coffee carts are present emphasised by sales-Investment from major corporations including Virgin, Barclays and Linklaters-Coffee to be distributed in major retailer in 2016 Relevancy Change Please is a new initiative conceived in partnership between Big Issue and Old Spike Coffee. It was created to refresh the image of Big Issue and increase the impact the brand has on helping the homeless. It was developed with very limited budget and launched primarily with a PR push to show how the brand is taking a large step forward.PR was placed at the heart of the communication strategy with an idea that would indicate a fresh direction for the brand as it approaches its 25th Anniversary. Synopsis The Big Issue is 25 years old and has sold 200 million magazines but the world has changed since its inception; magazine sales are in decline and free titles dominate. The brand was under pressure so we needed to find a new way to connect with our audience and drive brand re-appraisal. Homelessness is at record levels in the UK, efforts to tackle it have stalled and the stigma attached to the problem has increased. It was clear that a new approach to the problem was needed. Budgets were almost non-existent so we needed to create a model that could quickly become self-sustaining. Campaign Description Everyday, commuters were spending more than the price of the magazine on coffee (£2.99 per day vs. £2.50 for the magazine). We thought, what if that money being spent on coffee could help the homeless? So, we launched Change Please, a new coffee business staffed by the homeless to help the homeless. We recruited homeless people, housed them, trained them as baristas and paid them London Living Wage. We gave them carts to sell on the streets of London, integrating them back in to society.Change Please was “Empowered by The Big Issue” and was designed to be a high quality coffee brand first, with the social element remaining subtle until after their purchase.We believed that if we could get people to change where they buy their coffee, we could change the world. Strategy The target audience was the London coffee drinker and we needed to quickly get this new coffee brand on the map. The High Street in the UK is dominated by three brands, Starbucks, Costa and Café Nero and there was frustration with the status quo. We wanted to compete with established chains and offer people the chance to make a difference to society with the daily act of buying a coffee.Key messages were:1.The social benefits of choosing Change Please vs. a competitor2.The quality of the coffee vs. the High Street3.The role of The Big IssueWe prioritised conversations with top-tier (broadsheet) national print, online, broadcast and London media. This aligned with our primary audience, enabled us to achieve reach and drive traffic to the carts. Secondary media targets included lifestyle and trend titles to demonstrate the bold new direction of Big Issue. Execution We launched on 23rd November with one cart. To avoid the risk of a late November launch getting lost in the festive period, we adapted our strategy to have a short-lead news focus, creating a big bang on launch day and throughout the week.The story was tailored by publication:•National print: new coffee brand using nation’s caffeine addiction to give back to society•Broadcast: interviews with the key spokespeople, on location with the carts. •London: programme launch and homeless statistics •Consumer: how changing a daily habit can make a big difference – real storiesIn October and November we briefed the spokespeople and prepared the assets to allow us to move quickly and efficiently on the news story. The Times had an exclusive feature announcing the project before it spread to multiple other titles. We then supported multiple broadcast outlets at the first cart in Covent Garden on launch day.
Change Please
案例简介：结果 知识 -- 发布日的 43 个新故事 -- 第一周的 61 个 -- 包括《泰晤士报》、《卫报》、《电讯报》、《独立报》、《标准晚报》、《混搭》、《恶习》、《超时》。-包括英国广播公司第五电台直播，英国广播公司伦敦，ITV 新闻，澳大利亚广播公司，俄罗斯今天。-通过 100% 的社会福利和与大问题的联系获得强有力的关键信息。 -观众达到 6亿 +-报道持续到发布周之后，包括一部英国广播公司纪录片，该纪录片在 3 月份播出。产出 -- 在六个地点销售 118 杯咖啡 -- 在五个月内，每 weekOutcomes-12 人在网上销售 500 袋咖啡，根据他们估计的 30k 成本，为英国政府节省了 360,000 英镑每个无家可归者 -- 咖啡车出现的行为发生了重大变化，销售 -- 包括维珍、巴克莱和年利达在内的大公司的投资 -- 咖啡将于 2016年在主要零售商中分销 相关性 请改变是大问题和旧斯派克咖啡合作构想的新倡议。它的创建是为了更新大问题的形象，并增加该品牌对帮助无家可归者的影响。它是在非常有限的预算下开发的，主要是在公关推动下推出的，以展示品牌是如何向前迈出一大步的。公关被置于沟通战略的核心，这一想法将为该品牌接近 25 周年之际指明新的方向。 概要 大杂志已经发行 25 年了，已经卖出了 2亿本杂志，但自发行以来，世界已经发生了变化; 杂志销量正在下降，免费杂志占据主导地位。品牌面临压力，所以我们需要找到一种新的方式来与我们的受众联系，并推动品牌重新评估。在英国，无家可归现象达到创纪录的水平，解决这一问题的努力已经停滞不前，随之而来的耻辱也在增加。很明显，需要一种新的方法来解决这个问题。预算几乎不存在，所以我们需要创建一个可以快速自我维持的模型。 活动描述 每天，通勤者在咖啡上的花费超过了杂志的价格 (每天 2.99 英镑，杂志为 2.50 英镑)。我们想，如果花在咖啡上的钱可以帮助无家可归的人呢？所以，我们推出了 “请改变”，这是一家新的咖啡企业，由无家可归者组成，帮助无家可归者。我们招募无家可归的人，安置他们，培训他们当咖啡师，并向他们支付伦敦生活工资。我们给了他们手推车，让他们在伦敦街头出售，让他们重新融入社会。 “请改变” 是 “由大问题授权的”，旨在首先成为一个高质量的咖啡品牌,我们相信，如果我们能让人们改变他们买咖啡的地方，我们就能改变世界。 战略 目标受众是伦敦咖啡爱好者，我们需要快速将这个新咖啡品牌列入地图。英国的商业街由三个品牌主导，星巴克、科斯塔和尼禄咖啡馆，对现状感到沮丧。我们想与老牌连锁店竞争，并通过每天买咖啡的行为为人们提供改变社会的机会。关键信息是: 1.选择 “请改变” 与 “竞争对手” 的社会利益 2.咖啡质量与 “高街” 3.大问题的作用我们优先考虑与顶级 (大单) 国家印刷的对话,在线，广播和伦敦媒体。这与我们的主要受众保持一致，使我们能够达到并推动购物车的流量。次要媒体目标包括生活方式和趋势标题，以展示大问题的大胆新方向。 执行 我们在 11月23日推出了一辆手推车。为了避免 11月底的发布会在节日期间迷失方向的风险，我们调整了我们的战略，以获得简短的新闻焦点, 在发射日和整个星期创造了一个大爆炸。这个故事是由出版物定制的: 国家印刷: 新咖啡品牌利用国家的咖啡因成瘾回馈社会广播:采访主要发言人，在位置上与手推车。伦敦: 项目启动和无家可归者统计消费者: 改变日常习惯会带来很大的不同 -- 真实故事在 10月和 11月，我们向发言人介绍了情况，并准备了资产，让我们能够快速有效地了解新闻故事。《泰晤士报》在该项目传播到其他多个标题之前，有一个独家报道。然后，在发布日，我们在科文特花园的第一辆车上支持了多个广播网点。
Change Please
案例简介：Outcome Knowledge -43 new stories on launch day – 61 in first week – including Times, Guardian, Telegraph, Independent, Evening Standard, Mashable, Vice, Time Out. -Broadcast including BBC Radio Five Live, BBC London, ITV News, ABC Australia, Russia Today. -Strong key message uptake with 100% landing social benefits and link to The Big Issue.-Audience reach of 600million+-Coverage continued beyond launch week including a BBC Documentary featuring the initiative that aired in March. Outputs-118,000 coffees sold across six locations-500 bags of coffee sold online every weekOutcomes-12 people off the street in five months saving the UK government £360,000 based on their estimated £30k cost per homeless person-Significant shift in behaviour where coffee carts are present emphasised by sales-Investment from major corporations including Virgin, Barclays and Linklaters-Coffee to be distributed in major retailer in 2016 Relevancy Change Please is a new initiative conceived in partnership between Big Issue and Old Spike Coffee. It was created to refresh the image of Big Issue and increase the impact the brand has on helping the homeless. It was developed with very limited budget and launched primarily with a PR push to show how the brand is taking a large step forward.PR was placed at the heart of the communication strategy with an idea that would indicate a fresh direction for the brand as it approaches its 25th Anniversary. Synopsis The Big Issue is 25 years old and has sold 200 million magazines but the world has changed since its inception; magazine sales are in decline and free titles dominate. The brand was under pressure so we needed to find a new way to connect with our audience and drive brand re-appraisal. Homelessness is at record levels in the UK, efforts to tackle it have stalled and the stigma attached to the problem has increased. It was clear that a new approach to the problem was needed. Budgets were almost non-existent so we needed to create a model that could quickly become self-sustaining. Campaign Description Everyday, commuters were spending more than the price of the magazine on coffee (£2.99 per day vs. £2.50 for the magazine). We thought, what if that money being spent on coffee could help the homeless? So, we launched Change Please, a new coffee business staffed by the homeless to help the homeless. We recruited homeless people, housed them, trained them as baristas and paid them London Living Wage. We gave them carts to sell on the streets of London, integrating them back in to society.Change Please was “Empowered by The Big Issue” and was designed to be a high quality coffee brand first, with the social element remaining subtle until after their purchase.We believed that if we could get people to change where they buy their coffee, we could change the world. Strategy The target audience was the London coffee drinker and we needed to quickly get this new coffee brand on the map. The High Street in the UK is dominated by three brands, Starbucks, Costa and Café Nero and there was frustration with the status quo. We wanted to compete with established chains and offer people the chance to make a difference to society with the daily act of buying a coffee.Key messages were:1.The social benefits of choosing Change Please vs. a competitor2.The quality of the coffee vs. the High Street3.The role of The Big IssueWe prioritised conversations with top-tier (broadsheet) national print, online, broadcast and London media. This aligned with our primary audience, enabled us to achieve reach and drive traffic to the carts. Secondary media targets included lifestyle and trend titles to demonstrate the bold new direction of Big Issue. Execution We launched on 23rd November with one cart. To avoid the risk of a late November launch getting lost in the festive period, we adapted our strategy to have a short-lead news focus, creating a big bang on launch day and throughout the week.The story was tailored by publication:•National print: new coffee brand using nation’s caffeine addiction to give back to society•Broadcast: interviews with the key spokespeople, on location with the carts. •London: programme launch and homeless statistics •Consumer: how changing a daily habit can make a big difference – real storiesIn October and November we briefed the spokespeople and prepared the assets to allow us to move quickly and efficiently on the news story. The Times had an exclusive feature announcing the project before it spread to multiple other titles. We then supported multiple broadcast outlets at the first cart in Covent Garden on launch day.
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Change Please
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基本信息
- 广告品牌： Change Please And The Big Issue
- 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： 英语
- 媒介平台： 网络
- 获得奖项：
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