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    Lifeboat - The Experiment海报/平面广告营销案例

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    案例简介:

    案例简介:Why is this work relevant for Media? LIFEBOAT -the experiment is a one of it’s kind media stunt. Without spending a single Euro in media the project instantly became world news. All parties involved acted as catalysts. Despite having an Oscar-nominated director on board, we invited Journalists of the biggest newspapers and selected influencers to participate in the actual experiment, multiplying our message and spreading their first hand experiences through their own channels. This organic reach got picked up by news channels from China to Canada, reaching half a billion people, renewing the public debate and creating a mindshift in society. Background Sea-Watch is a non-profit organization conducting civil search and rescue operations in the Mediterranean Sea. The organization acts politically and religiously independent. Since 2014 Sea-Watch participated in saving over 37.000 lives. While the refugee crisis in the Mediterranean along the world’s deadliest border continuous, its media coverage decreased heavily. The topic simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent. Describe the creative idea/insights (30% of vote) We’ve set up a one-of-it’s kind media Stunt.The refugee crisis in the Mediterranean along the world’s deadliest border simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent.When we want their story to be heard again, we need it to be told by someone, the European society listens to.Likeminded. 5 Refugees who survived told us their story of their escape, and we let 40 Europeans experience in a simulation only a fragment of what it feels like to cross the Mediterranean.Thereby the participants of the experiment told the story of the refugees.A German proxy for a refugee’s story. Further the participants represented the German society in age, gender & profession to maximize the potential for the viewers identification.All experiences were captured in the documentary-short of the simulation “LIFEBOAT- The experiment“ by Oscar nominated director Sky Fitzgerald.A simple trick:A change of perspective driving a mindshift in society. Describe the strategy (20% of vote) A holistic campaign including off- and online media touch points as well as selected influencer drove traffic to our campaign website www.lifeboatexperiment.org. Here we invite people to inform, understand and feel the torture of each individual journey renewing the public debate. To guarantee an initial spark of the conversation we invited journalists of the biggest newspapers as well as selected influencer to participate in the experiment and report their first hand experiences. Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. Describe the execution (20% of vote) To make the refugee crisis a globally recognized problem again, we brought it closer; geographically and emotionally. Based on first hand experiences of five refugees who survived, the experiment was delicately designed to generate a maximum immersive experience serving and triggering all human senses.We set up a simulation attempting to remodel all conditions of a real escape. Darkness,waves,stress,anxiety,uncertainty simulated in a wave-pool of a maritime training center in North Germany. All emotions and experiences were captured under very controlled circumstances by Oscar-nominated Director Skye Fitzgerald in the documentary-short “LIFEBOAT- The experiment”.The documentary was hosted on a mobile-optimized website, spread across all channels by selected political influencer and classical media.To guarantee an initial spark of the conversation we invited a journalist of the biggest German newspaper to participate in the experiment.Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. List the results (30% of vote) More than just a simulation „LIFEBOAT - The experiment“ is a game changer for a NGO reaching out for global awareness & regaining media coverage. The experiment instantly became world news. After being covered by all major German news-channels international press from China to Canada picked it up, reaching half a billion people, trippling traffic to website and increased Brand interaction by 310%. But most importantly, with +1100 articles published, we gave people who suffer a voice to be heard again. Facebook, Instagram and twitter made it a trending topic online sparking an ongoing dialogue creating a mindshift in society. All without spending a single euro in media. And even though the campaigns solely focused on awareness, donations went up, too.

    Lifeboat - The Experiment

    案例简介:

    Lifeboat - The Experiment

    案例简介:Why is this work relevant for Media? LIFEBOAT -the experiment is a one of it’s kind media stunt. Without spending a single Euro in media the project instantly became world news. All parties involved acted as catalysts. Despite having an Oscar-nominated director on board, we invited Journalists of the biggest newspapers and selected influencers to participate in the actual experiment, multiplying our message and spreading their first hand experiences through their own channels. This organic reach got picked up by news channels from China to Canada, reaching half a billion people, renewing the public debate and creating a mindshift in society. Background Sea-Watch is a non-profit organization conducting civil search and rescue operations in the Mediterranean Sea. The organization acts politically and religiously independent. Since 2014 Sea-Watch participated in saving over 37.000 lives. While the refugee crisis in the Mediterranean along the world’s deadliest border continuous, its media coverage decreased heavily. The topic simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent. Describe the creative idea/insights (30% of vote) We’ve set up a one-of-it’s kind media Stunt.The refugee crisis in the Mediterranean along the world’s deadliest border simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent.When we want their story to be heard again, we need it to be told by someone, the European society listens to.Likeminded. 5 Refugees who survived told us their story of their escape, and we let 40 Europeans experience in a simulation only a fragment of what it feels like to cross the Mediterranean.Thereby the participants of the experiment told the story of the refugees.A German proxy for a refugee’s story. Further the participants represented the German society in age, gender & profession to maximize the potential for the viewers identification.All experiences were captured in the documentary-short of the simulation “LIFEBOAT- The experiment“ by Oscar nominated director Sky Fitzgerald.A simple trick:A change of perspective driving a mindshift in society. Describe the strategy (20% of vote) A holistic campaign including off- and online media touch points as well as selected influencer drove traffic to our campaign website www.lifeboatexperiment.org. Here we invite people to inform, understand and feel the torture of each individual journey renewing the public debate. To guarantee an initial spark of the conversation we invited journalists of the biggest newspapers as well as selected influencer to participate in the experiment and report their first hand experiences. Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. Describe the execution (20% of vote) To make the refugee crisis a globally recognized problem again, we brought it closer; geographically and emotionally. Based on first hand experiences of five refugees who survived, the experiment was delicately designed to generate a maximum immersive experience serving and triggering all human senses.We set up a simulation attempting to remodel all conditions of a real escape. Darkness,waves,stress,anxiety,uncertainty simulated in a wave-pool of a maritime training center in North Germany. All emotions and experiences were captured under very controlled circumstances by Oscar-nominated Director Skye Fitzgerald in the documentary-short “LIFEBOAT- The experiment”.The documentary was hosted on a mobile-optimized website, spread across all channels by selected political influencer and classical media.To guarantee an initial spark of the conversation we invited a journalist of the biggest German newspaper to participate in the experiment.Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. List the results (30% of vote) More than just a simulation „LIFEBOAT - The experiment“ is a game changer for a NGO reaching out for global awareness & regaining media coverage. The experiment instantly became world news. After being covered by all major German news-channels international press from China to Canada picked it up, reaching half a billion people, trippling traffic to website and increased Brand interaction by 310%. But most importantly, with +1100 articles published, we gave people who suffer a voice to be heard again. Facebook, Instagram and twitter made it a trending topic online sparking an ongoing dialogue creating a mindshift in society. All without spending a single euro in media. And even though the campaigns solely focused on awareness, donations went up, too.

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    Lifeboat - The Experiment

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