Rescue Rashie|短视频|广告营销案例【ADGuider广告指南】

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拯救拉斯基

案例简介：结果以下结果来自媒体渠道、品牌和合作伙伴计划，反映了发布以来的第一周: 第一阶段生产和分销正在进行，以满足国家需求:-救生组织和慈善机构已经寻求参与推销救援 Rashie 作为一种教育和潜在的筹款工具。 -救援 Rashie 仅通过社交和公关活动就达到了 6,296,604。 -西太平洋银行报告说，社交视频在直播后 3 天内就超过了他们的性能基准，每视图成本减半。-自发布以来的前 7 天，通过网站注册 pf 1,178。-网站总访问量: 发布后第一周 7,028。战略西太平洋银行适用于所有澳大利亚人。200 年来，他们一直支持和帮助这个国家。为了庆祝他们的双年展，并本着他们长期以来致力于保护附近的澳大利亚人的精神，他们想回馈社区，确保澳大利亚几代人的未来。Rashie 与儿科复苏方面的领先专家合作，并与紧急医院工作人员和医生协商，旨在支持和证明下一代澳大利亚人的未来。其目的不是取代标志或教育，而是扩大和支持包括西太平洋银行在内的救援服务工作。永远在那里，即使他们不能。活动描述 Rescue Rashie 把心肺复苏术的指导放在最重要的地方 -- 在你的指尖。为此，我们将这些说明印在澳大利亚图标上 -- 鲁莽背心。几乎每个澳大利亚孩子都穿着轻率的背心来保护他们免受阳光的伤害。现在救援拉西也可以帮助保护他们免于溺水。一旦溺水，每个人都会惊慌失措，即使是最训练有素的父母。通过使心肺复苏术的指示易于获取和遵循，Rescue Rashie 在孩子大脑失去所有氧气之前的关键时刻帮助受害者和救援者。事实上，委托进行的研究表明，85% 的父母公开表示，他们知道自己的孩子穿着救援服会感觉更好。作为西太平洋银行 200 周年纪念的一部分，救援 Rashie 是对下一代承诺的切实证明，旨在在未来几十年维护该品牌的信念执行一旦我们有了将皮疹背心变成心肺复苏术标志的想法，我们就让心肺复苏术的孩子帮助营救拉希成为一名拯救生命的助手。结果是一件简单、便宜但独特的皮疹背心，有医学认可，易于遵循正面印刷的心肺复苏术说明。独一无二的设计隐藏了心肺复苏术的指示,然后在紧急情况下通过 zip 快速显示它们，确保它对孩子来说是可穿戴和时尚的。升华印刷通过将指令嵌入织物来增加寿命和准确性，这意味着 Rescue Rashie 可以抵抗影响澳大利亚如此多 CPR 标志的褪色和风化。救援拉希的包装也至关重要。一个精简的、可重复使用的、防水的 “信封” 被创造出来，它允许救援拉希通过标准邮件发送，以低成本快速到达澳大利亚人手中。包装设计也不强调品牌。概要去年夏天，澳大利亚的溺水死亡人数翻了一番。在全国范围内，溺水是幼儿意外死亡的最大原因。在一个每个人都在水中长大的国家，需要做一些事情。西太平洋银行有着帮助澳大利亚人的悠久历史 -- 西太平洋银行救援机构自 1973年以来一直在拯救生命。因此，该品牌感到有必要停止溺水死亡人数的上升。心肺复苏术可以拯救生命，尽管澳大利亚海滩和池边的心肺复苏术指令是强制性的，但心肺复苏术的标志通常是老化的，显示出磨损，并且在紧急情况下不在需要的地方。65% 的父母表示，在危机中，他们会浪费时间去寻找他们。安全地支持下一代澳大利亚人意味着建立一种新的常态。一个可以是最有效的，而不要求巨大的行为改变。

拯救拉斯基

案例简介：Outcome The results below are gathered from media channels, brand and partner programmes and reflect the first week since launch:First phase production and distribution underway to meet national demand: - Lifesaving organisations and charities have sought involvement in merchandising Rescue Rashie as an educational and potential fund raising device.- The Rescue Rashie has achieved a reach of 6,296,604 through social and PR activity alone.- Westpac have reported that the social video surpassed their benchmark for performance halving cost per view within just 3 days of being live. - Registrations pf 1,178 have been achieved via the website in the first 7days since launch.- Total website visits: 7,028 in first week since launch. Strategy Westpac is for all Australians. They have supported and helped the nation for 200 years. To celebrate their bicentennial and in the spirit of their long affiliation with protecting Australians near water, they wanted to give something back to the community and ensure the future of Australian generations. Partnering with leading experts in paediatric resuscitation and in consulting with emergency hospital staff and doctors, the Rescue Rashie was designed to support and future proof the next generation of Australians. The aim was not to replace signage or education but it was to extend and support the work of rescue services, including Westpac’s. To always be there even if they could not. CampaignDescription Rescue Rashie puts CPR instructions where they matter most – at your fingertips. To do this we printed those instructions onto an Australian icon – the rash vest. Nearly every Australian child wears a rash vest to protect them from the sun. Now Rescue Rashie can help protect them from drowning too.In the event of drowning, everyone panics, even the most well trained parent. By making CPR instructions easy to access and easy to follow, Rescue Rashie helps the victim and the rescuer in those crucial seconds before a child’s brain loses all oxygen. In fact, commissioned research showed that 85% of parents openly stated they would feel better knowing their child was wearing a Rescue Rashie.Launching as part of Westpac’s 200-year anniversary, the Rescue Rashie is tangible proof of commitment to the next generation and is designed to uphold the brand’s belief for decades to come Execution Once we had the idea of turning rash vests into CPR signs, we engaged CPR Kids to help make Rescue Rashie a life-saving aide.The result was a simple, inexpensive but unique rash vest with medically endorsed, easy to follow CPR instructions printed on the front.A one-of-a-kind design conceals the CPR instructions, then reveals them quickly via a zip in an emergency, ensuring it’s wearable and fashionable for kids. And sublimation printing increases longevity and accuracy by embedding the instructions into the fabric, meaning Rescue Rashie can resist the fading and weathering that has affected so many CPR signs in Australia.Packaging of Rescue Rashie was also vital. A streamlined, re-usable and water-resistant ‘envelope’ was created that allowed Rescue Rashie to be sent through standard mail, to reach Australians quickly and at a low cost. The package design not also put emphasis on the branding. Synopsis Last summer, Australia’s drowning deaths doubled. Nationally, drowning is the biggest cause of accidental death for young children. In a country where everyone grows up near and literally, in the water, something needed to be done. Westpac have a long history helping Australians - Westpac Rescue Service have been saving lives since 1973. So the brand felt compelled to stop the rise in drowning deaths.CPR can save lives and whilst CPR instructions are mandatory on Australian beaches and poolsides, CPR signs were often aged, showed wear and were not where they needed to be in the time of an emergency. 65% of parents researched said they would lose time having to search for them in a crisis. Supporting the next generation of Australians safely meant establishing a new normal. One that could be most effective without demanding huge behaviour change.