Channel 4 Paralympics|短视频|广告营销案例【ADGuider广告指南】

第四频道残奥会

案例简介：相关性我们为 2016 届里约残奥会的报道创建了第四频道有史以来最容易接近的活动，粉碎了观看目标，并改变了国家对残疾的态度。通过技术创新、将媒体合作推向极限以及智能跨平台视频战略，我们让一半的英国人口开始关注奥运会。我们的综合运动不仅仅是表现出包容性，它是包容性的，在英国每个人都触手可及。英国学校正在研究第四频道的残奥会方法，该运动被联合国用作残疾人国际倡议的一部分。战略我们在残奥会上的做法见证了我们创新和多样性的核心价值观贯穿于我们产品的各个方面 -- 从营销到编辑再到品牌合作。我们希望我们的运动是对各行各业残疾人不可思议能力的积极、肯定生命的庆祝。这让我们能够改变观念，让人们想看，进而对该频道的声誉产生巨大影响。包容性是我们所做一切的核心: 140 残疾人在电影中出现，我们的媒体策略是 “有史以来最容易接近的运动”, 推动这一切的是第四频道对残疾年的承诺 -- 希望改善屏幕内外残疾人的代表性。这一议程推动了一系列举措，包括生产培训计划，以促进残疾人才在电视行业的职业发展。执行营销活动的核心是一部令人瞠目结舌的 3 分钟电影，由 140 名残疾人组成，在广播和社交渠道同时首映。它的趋势在 10 分钟内。我们以单曲形式发布了 “是的，我可以” 的配乐。该电影的签名、字幕和音频描述版本被创建并跨平台分发，以创建第四频道有史以来最容易获得的广告活动。音频海报和人工智能在 Facebook 上的革命性应用是我们的一些无障碍创新。我们还邀请品牌出现在有史以来最无障碍的广告中。并发起了一场比赛，赠送 100 万英镑的商业广播时间，以鼓励品牌在广告中展示残疾。我们与国际广播公司合作，确保这部电影的影响超越英国，澳大利亚的第七频道甚至将广告作为他们官方宣传奥运会的一部分。结果收视率 4 频道的报道有 27.2 人观看，占英国观众的一半。 25-34 年代的观看份额上升了 + 5%，而伦敦是 2012。C4 是 11pm-1am 声誉中最受欢迎的频道。一半回忆起启动活动的人说它给了他们美国国务院和联合国也提到了对该频道的更好印象。C4 的报道已经被包括在英国媒体研究学校的课程中开幕式, 3分之2 的人回忆说看到了或者我们运动的更多内容这是全球最受欢迎的奥运会/残奥会广告 49% 表示，这让他们对残疾人感到更积极帮助他们对谈论和与残疾人士交谈感到更舒服。概要第四频道是一个商业资助但公开拥有的电视频道，旨在倡导多样性、包容性和激发人们生活的变化。作为第四频道多样性宪章的一部分，2016 被宣布为残疾年，残奥会是其中心。里约 2016 提供了一个机会，让残奥会不仅仅是一项体育赛事，让我们开始关于残疾的对话，并改变公众的态度。里约 2016 是第四频道在 2012年令人难以置信的成功首次亮相后第二次播出残奥会报道。但是，如果没有主办国的优势、 4 小时的时差以及奥运会筹备过程中的负面宣传，我们的胜算就会越来越大。我们有三个目标: 1。收视率: 让人们观看残奥会 2。声誉: 推动对 C4 3 的积极看法。挑战英国对残疾的看法。活动描述我们沮丧地发现，只有四分之一的英国人对残奥会感兴趣，而奥运会的兴趣超过三分之一。慈善机构 Scope 委托进行的研究发现，67% 的英国人对与残疾人交谈感到不舒服。这种不适与熟悉有关;将近一半的英国公众说他们不认识任何残疾人，所以他们不知道如何在他们身边表现 -- 5分之1 的 18-34 岁的人承认他们有实际上避免与残疾人交谈，因为他们不知道如何与他们交流。当人们感到不舒服时，他们的本能是忽略。我们负担不起残疾，反过来，残奥会也不能被忽视所以我们把我们运动的目的集中在让英国对残疾感到舒适，并在各行各业把它变成对能力的庆祝。

第四频道残奥会

案例简介：Relevancy We created Channel 4’s most accessible campaign ever for the coverage of the 2016 Rio Paralympics, smashing viewing targets and changing the nation’s attitudes to disability for the better. Using technological innovation, pushing media partnerships to their limit and a smart cross-platform video strategy, we got half of the UK population tuning into the Games. Our integrated campaign didn’t just appear inclusive, it was inclusive and within reach of everyone in the UK. Channel 4’s Paralympic approach is being studied in UK schools and the campaign was used by the UN as part of an international initiative for disabled people. Strategy Our approach to the Paralympics saw our core values of innovation and diversity running through every facet of our offering – from marketing to editorial to brand partnerships. We wanted our campaign to be a positive, life-affirming celebration of the incredible ABILITY of disabled people in all walks of life. This allowed us to change perceptions, get people to want to watch and in turn had a huge impact on reputation for the channel. Inclusivity was at the heart of everything we did: 140 disabled people featured in the film, our media strategy was ‘the most accessible campaign ever’, and driving it all was Channel 4’s commitment to The Year of Disability- looking to improve representation of disabled people on and off screen. This agenda drove a number of initiatives, including production training schemes to further the careers of disabled talent in the TV industry. Execution The centrepiece of the marketing campaign was a jaw-dropping 3-minute film featuring 140 disabled people which premiered simultaneously across broadcast and social channels. It trended within 10 minutes. We released the ‘Yes I can’ soundtrack as a single.Signed, subtitled and audio described versions of the film were created and distributed across platforms to create Channel 4’s most accessible advertising campaign ever. Audio-enabled posters and a revolutionary use of AI on Facebook for the partially sighted were a few of our accessible innovations.We also invited brands to appear in the most accessible ad break ever. And launched a competition, giving away £1m of commercial airtime to encourage brands to feature disability in their ads.We worked with international broadcasters to make sure the film’s impact was felt beyond Britain with Australia’s Channel 7 even running the ad as part of their official promotion of the Games. Outcome Ratings•Channel 4’s coverage was watched by 27.2m people – half of the UK viewing population.•Viewing share among 25–34s was up +5% vs London 2012•C4 was the most viewed channel across 11pm–1am Reputation•Half of those who recalled the launch campaign said that it gave them a better impression of the channel• ‘Yes I Can’ was also referenced by the US State Department and the UN•C4’s coverage has been included in the curriculum of UK schools for media studiesImpact•By the opening ceremony, two-thirds of the population recalled seeing one or more elements of our campaign•It was the most shared Olympic/Paralympic ad globally •49% said that it made them feel more positive towards disabled people•Three-quarters of Brits believe that the campaign has helped them feel more comfortable talking about and to those with disability. Synopsis Channel 4 is a commercially funded but publically owned TV channel with a remit to champion diversity, inclusivity and inspire change in people’s lives. As part of Channel 4’s Diversity Charter, 2016 was declared their Year of Disability, with the Paralympics as its centrepiece. Rio 2016 offered the opportunity to make the Paralympics more than just a sporting event, allowing us to start a conversation about disability and to change public attitude. Rio 2016 was to be the second time Channel 4 had broadcast coverage of the Paralympic Games after their incredibly successful debut in 2012. But without the host nation advantage, a 4-hour time difference, and negative publicity in the build-up to the Games, the odds were stacked against us. We had three objectives:1. Ratings: get people to watch the Paralympics2. Reputation: drive positive perceptions of C4 3. Challenge perceptions of disability in the UK. CampaignDescription We were frustrated to discover that only a quarter of Brits were interested in the Paralympics vs over a third for the Olympics.Research commissioned by the charity Scope found that 67% of Brits feel uncomfortable talking to a disabled person. This discomfort is linked to familiarity; nearly half of the British public says they don’t know anyone who is disabled so they don’t know how to behave around them – and one fifth of 18–34-year-olds admit that they have actually avoided talking to a disabled person because they weren’t sure how to communicate with them.When people feel uncomfortable their instinct is to ignore. We could not afford for disability and, in turn, the Paralympics to be overlooked so we focused the purpose of our campaign around making Britain comfortable with disability, and turning it into a celebration of ability, in all walks of life.