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Furmacy
案例简介：概要 情况: 葡萄牙有几只被遗弃的狗，在条件恶劣的狗舍里受苦。由于收养不是一种习惯，每年有 100,000 只动物被安置在葡萄牙的狗舍里。简介: 皇家犬要求我们开展教育活动，让葡萄牙人知道被遗弃的狗的可怕情况，并试图说服他们收养更多的狗。目标: 提高对遗弃狗问题的认识。增加对狗舍的参观，并采用皇家犬品牌的商誉 简要解释 执行 弹出式药房是里斯本卫星城市阿尔汉德拉中心药房的 24 小时活动，也是一个健康问题比例很高的地方，因为联邦政府对公共卫生投资较少。我们改变了药房的所有药物，以获得我们因拥有一只狗的治疗特性而创造的药物。数十名客户在白天接受了 “药物治疗”，反应最多样。所有的反应都是拍摄好的，最好的反应进入了我们的播种电影，通过皇家犬和 3 个动物健康非政府组织的社交媒体账户 (主要是 Facebook 和 Instagram) 征服了网络: c ã o Viver 、 Guadi 和 Uppa。人们不仅得到了这个信息，他们还通过张贴他们收养的狗的照片和我们的一种药物的标签来加入这个运动。 结果 与去年同期 (4月) 相比，我们的合作伙伴 UPPA (动物保护联盟) 的犬舍参观人数增加了 123%。2017 年，葡萄牙没有其他社会责任运动在电视和广播黄金时段、报纸、杂志和著名博客有如此多的免费媒体。更不用说与成千上万的帖子、股票和赞的巨大 (而不是付费的) 在线互动了。到目前为止，总共赢得了 500.000 € 的媒体。社交媒体结果: 1,533,733 次观看 15，980 次互动 相关性 Furmacy 项目的核心是宣传和激活。每天都有几十只狗在葡萄牙的狗舍里死去，这是一个没有人关注的全国性问题。再一次有同样论点的大规模广告活动就没有效果。这就是为什么我们选择了一个特定的观众和一个原始的信息。观众: 男女，35-60 岁，有健康问题或与健康有关。信息是: 收养一只狗对你和他们的健康都有好处。Furmacy 与真正的客户产生了有意义的互动。在线活动传播迅速，提高了人们的认识。 活动描述 尽管所有的运动都展示了如何收养一只狗来拯救它的生命，但每年有 100,000 只动物被放在葡萄牙的狗窝里。如果人们意识到收养一只狗可以拯救自己的生命呢？有了这种洞察力，我们创造了一系列受养狗治疗特性启发的药物。 BriefWithProjectedOutcomes 没有针对提高对公共卫生问题的教育和认识的社会运动的具体规定。 战略 真正药店的整个库存被替换，产生了意想不到的反应，并与真正的顾客进行了有意义的互动。弹出式药房借助向葡萄牙主要电视台和报纸介绍我们意想不到的药品的新闻工具包吸引了媒体的注意。因此，当该倡议的视频上线时，Furmacy 已经广为人知，为社交媒体平台上的对话提供了便利。
Furmacy
案例简介：Synopsis Situation: Portugal has several abandoned dogs, suffering in kennels with poor conditions. Since adoption isn’t a habit, every year 100,000 animals are put down in Portuguese kennels. Brief: Royal Canin asked us for an educational campaign to let the Portuguese know about the terrible situation of abandoned dogs and try to convince them to adopt more dogs.Objectives: Raise awareness to the problem of abandoned dogs. Increase visits to kennels and adoptionsCreate goodwill around the Royal Canin brand BriefExplanation Execution The pop-up pharmacy was a 24h event in the central Pharmacy of Alhandra - satellite city of Lisbon and a place with a high percentage of health problems due to less federal investment in public health. We changed all the medicines of the pharmacy for the ones we created inspired by the healing properties of owning a dog. Dozens of clients were “medicated” during the day and had the most varied reactions. All the reactions were filmed and the best ones entered our seeding film that conquered the web through the social media accounts (Mostly Facebook & Instagram) of Royal Canin and 3 animal health NGO’s: Cão Viver, Guadi and Uppa. Not only did people get the message, they also joined the campaign by posting photos of the dogs they adopted with the hashtag of one of our medicines. Outcome Our partner, UPPA (Union for Animal Protection) registered an increase of 123% in visits to their kennel compared to the same period (month of April) last year. In 2017, no other social responsibility campaign in Portugal had so many free media in TV & radio prime time, newspapers, magazines and famous blogs. Not to mention the huge (and not paid) online interaction with thousands of posts, shares and likes. In a total, until now, of 500.000€ in earned media.Social Media results:1,533,733 Views15,980 Interactions Relevancy The Furmacy Project has both Promo & Activation and Direct at its core. Dozens of dogs are dying everyday in Portuguese kennels, a national problem that nobody was paying attention to. One more mass advertising campaign with the same arguments wouldn’t do the job. That’s why we chose a specific audience and an original message. The audience: men and women, 35-60 years old, with health problems or concerned with their health. The message: adopting a dog is good for your health and theirs as well. The Furmacy generated meaningful interactions with real customers. The online campaign spread fast, raising awareness. CampaignDescription Despite all the campaigns showing how adopting a dog can save its life, every year 100,000 animals are put down in Portuguese kennels. What if people realized that adopting a dog could save their own lives? With this insight in mind we created a whole range of medicines inspired by the healing properties of owning a dog. BriefWithProjectedOutcomes There is no specific regulation for a social campaign to raise education and awareness of a public health problem. Strategy The whole stock of a real pharmacy was replaced, generating unexpected reactions and meaningful interactions with real customers. The pop-up pharmacy grabbed the media’s attention with the help of a press kit introducing our unexpected medicines to the main Portuguese TV stations and newspapers. So when the initiative's video went online, the Furmacy was already well known, facilitating the conversation on social media platforms.
The Furmacy
案例简介：概要 情况: 葡萄牙有几只被遗弃的狗，在条件恶劣的狗舍里受苦。由于收养不是一种习惯，每年有 100,000 只动物被安置在葡萄牙的狗舍里。简介: 皇家犬要求我们开展教育活动，让葡萄牙人知道被遗弃的狗的可怕情况，并试图说服他们收养更多的狗。目标: 提高对遗弃狗问题的认识。增加对狗舍的参观，并采用皇家犬品牌的商誉 简要解释 执行 弹出式药房是里斯本卫星城市阿尔汉德拉中心药房的 24 小时活动，也是一个健康问题比例很高的地方，因为联邦政府对公共卫生投资较少。我们改变了药房的所有药物，以获得我们因拥有一只狗的治疗特性而创造的药物。数十名客户在白天接受了 “药物治疗”，反应最多样。所有的反应都是拍摄好的，最好的反应进入了我们的播种电影，通过皇家犬和 3 个动物健康非政府组织的社交媒体账户 (主要是 Facebook 和 Instagram) 征服了网络: c ã o Viver 、 Guadi 和 Uppa。人们不仅得到了这个信息，他们还通过张贴他们收养的狗的照片和我们的一种药物的标签来加入这个运动。 结果 与去年同期 (4月) 相比，我们的合作伙伴 UPPA (动物保护联盟) 的犬舍参观人数增加了 123%。2017 年，葡萄牙没有其他社会责任运动在电视和广播黄金时段、报纸、杂志和著名博客有如此多的免费媒体。更不用说与成千上万的帖子、股票和赞的巨大 (而不是付费的) 在线互动了。到目前为止，总共赢得了 500.000 € 的媒体。社交媒体结果: 1,533,733 次观看 15，980 次互动 相关性 Furmacy 项目的核心是宣传和激活。每天都有几十只狗在葡萄牙的狗舍里死去，这是一个没有人关注的全国性问题。再一次有同样论点的大规模广告活动就没有效果。这就是为什么我们选择了一个特定的观众和一个原始的信息。观众: 男女，35-60 岁，有健康问题或与健康有关。信息是: 收养一只狗对你和他们的健康都有好处。Furmacy 与真正的客户产生了有意义的互动。在线活动传播迅速，提高了人们的认识。 活动描述 尽管所有的运动都展示了如何收养一只狗来拯救它的生命，但每年有 100,000 只动物被放在葡萄牙的狗窝里。如果人们意识到收养一只狗可以拯救自己的生命呢？有了这种洞察力，我们创造了一系列受养狗治疗特性启发的药物。 BriefWithProjectedOutcomes 没有针对提高对公共卫生问题的教育和认识的社会运动的具体规定。 战略 真正药店的整个库存被替换，产生了意想不到的反应，并与真正的顾客进行了有意义的互动。弹出式药房借助向葡萄牙主要电视台和报纸介绍我们意想不到的药品的新闻工具包吸引了媒体的注意。因此，当该倡议的视频上线时，Furmacy 已经广为人知，为社交媒体平台上的对话提供了便利。
The Furmacy
案例简介：Synopsis Situation: Portugal has several abandoned dogs, suffering in kennels with poor conditions. Since adoption isn’t a habit, every year 100,000 animals are put down in Portuguese kennels. Brief: Royal Canin asked us for an educational campaign to let the Portuguese know about the terrible situation of abandoned dogs and try to convince them to adopt more dogs.Objectives: Raise awareness to the problem of abandoned dogs. Increase visits to kennels and adoptionsCreate goodwill around the Royal Canin brand BriefExplanation Execution The pop-up pharmacy was a 24h event in the central Pharmacy of Alhandra - satellite city of Lisbon and a place with a high percentage of health problems due to less federal investment in public health. We changed all the medicines of the pharmacy for the ones we created inspired by the healing properties of owning a dog. Dozens of clients were “medicated” during the day and had the most varied reactions. All the reactions were filmed and the best ones entered our seeding film that conquered the web through the social media accounts (Mostly Facebook & Instagram) of Royal Canin and 3 animal health NGO’s: Cão Viver, Guadi and Uppa. Not only did people get the message, they also joined the campaign by posting photos of the dogs they adopted with the hashtag of one of our medicines. Outcome Our partner, UPPA (Union for Animal Protection) registered an increase of 123% in visits to their kennel compared to the same period (month of April) last year. In 2017, no other social responsibility campaign in Portugal had so many free media in TV & radio prime time, newspapers, magazines and famous blogs. Not to mention the huge (and not paid) online interaction with thousands of posts, shares and likes. In a total, until now, of 500.000€ in earned media.Social Media results:1,533,733 Views15,980 Interactions Relevancy The Furmacy Project has both Promo & Activation and Direct at its core. Dozens of dogs are dying everyday in Portuguese kennels, a national problem that nobody was paying attention to. One more mass advertising campaign with the same arguments wouldn’t do the job. That’s why we chose a specific audience and an original message. The audience: men and women, 35-60 years old, with health problems or concerned with their health. The message: adopting a dog is good for your health and theirs as well. The Furmacy generated meaningful interactions with real customers. The online campaign spread fast, raising awareness. CampaignDescription Despite all the campaigns showing how adopting a dog can save its life, every year 100,000 animals are put down in Portuguese kennels. What if people realized that adopting a dog could save their own lives? With this insight in mind we created a whole range of medicines inspired by the healing properties of owning a dog. BriefWithProjectedOutcomes There is no specific regulation for a social campaign to raise education and awareness of a public health problem. Strategy The whole stock of a real pharmacy was replaced, generating unexpected reactions and meaningful interactions with real customers. The pop-up pharmacy grabbed the media’s attention with the help of a press kit introducing our unexpected medicines to the main Portuguese TV stations and newspapers. So when the initiative's video went online, the Furmacy was already well known, facilitating the conversation on social media platforms.
Furmacy
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The Furmacy
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基本信息
- 广告战役： #Royal Canin-推广与活动-3bb2#
- 广告品牌： Royal Canin
- 发布日期： 2017-04-01
- 行业领域： 生活服务 , 医疗/护理
- 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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