Support Scent|短视频|广告营销案例【ADGuider广告指南】

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支持气味

案例简介：描述客户的简报: 你如何表示对看不见的人的支持？盲人和视力受损的人面临的最大挑战之一是令人难以置信的孤立。澳大利亚的导盲犬是该国服务盲人的主要组织，他们孜孜不倦地致力于结束这种孤立状态。因此，当任务是创造一种新的方式来为这项事业提供支持时，重要的是它不能无意中排除盲人。任何吸引人们视线的东西，比如丝带或腕带，实际上只会增加问题。创意执行: 经过 18 个月的气味生产，然后是盲人的认可，支持气味的 “场景” 信件分发给盲人社区，以确保他们在佩戴时会认出它。然后，它通过活动和广告在许多媒体上公开发布。它现在在全国范围内以 5 美元的价格在化妆品商店出售，这是澳大利亚最大的连锁百货店 MYER 和在线商店 -- 所有的收益都将用于指导澳大利亚的狗。作为一种美容产品，Support swest 打破了传统慈善机构的分销障碍，并在一个新的时尚舞台上引起了人们的关注，包括在《时尚》等杂志上的出现。描述简短/目标的创造性解决方案。我们创造了一些新的东西，完全吸引了另一种感觉 -- 嗅觉。一种男女通用的香水叫做支持气味 -- 这将第一次允许盲人真正识别他们周围的支持。为了确保质量和信誉，我们接触了澳大利亚领先的化妆品品牌之一 KIT 化妆品。我们要求他们捐赠他们的专业知识，并为我们的目的制作一种气味，我们将设计、包装并推向市场。简介: 使它令人满意，但也足够清晰，可以识别。预期的结果是: 对这项事业有了新的品牌意识，启动后筹款增加了 12%。尽可能详细地描述结果。从他们传统的筹款方法出发，利用一些不仅适当包容，而且实际上是可取的东西; 慈善机构正在发现一个全新的支持基础。这激励了人们参与进来，因为这个想法让他们以一种他们知道盲人可以积极识别的方式参与进来。发布后的跟踪显示，当支持气味启动时，筹款活动提高了 33%。47% 的人发现这个项目让慈善机构现在对他们更有意义。79% 的人现在想更积极地支持这项事业 (仅对女性来说，这是惊人的 85%)。项目的基本描述: 澳大利亚导盲犬的唯一目的是结束因失明而导致的隔离。因此，当为他们的事业创造支持时，我们认为绝对重要的是不要排除盲人。因此，任何需要视力的东西，如丝带，都被认为是不可接受的。因此，我们创造了一种完全吸引另一种感觉的东西 -- 嗅觉。一种男女通用的香水叫做支持气味，它实际上允许盲人识别他们周围的支持。售价 5 美元，所有的气味收益，去慈善机构。现在，一个全新的盲人支持基地已经出现，启动后筹集的资金增加了 33%。

支持气味

案例简介：Describe the brief from the client: How do you show support for someone who can’t see? One of the greatest struggles the blind and vision-impaired face as a result of their condition is incredible isolation. Guide Dogs Australia, the country’s leading organization for services to the blind, devote themselves tirelessly to ending this isolation. So when tasked with creating a new way to generate support for the cause, it became vital that it didn’t inadvertently exclude the blind. Anything that appealed to people’s sight, such as a ribbon or wristband, would in truth only add to the problem. Creative Execution: After 18 months in scent production and then the endorsement of blind people, Support Scent 'scented' letters went out to the blind community to ensure they would recognise it when worn. It then launched publicly via events and advertising, across many mediums. It’s now being sold nationwide for $5 at cosmetics stores, Australia’s largest department store chain MYER and online - with all proceeds going to Guide Dogs Australia. As a beauty product, Support Scent’s broken through traditional charity distribution barriers and drawn attention to the cause in a new arena – fashion, including appearances in magazines such as Vogue. Describe the creative solution to the brief/objective. We created something new that appealed to another sense entirely – smell. A unisex fragrance called Support Scent - that for the first time would allow the blind to actually recognise support around them. To ensure quality and credibility, we approached KIT Cosmetics, one of Australia’s leading cosmetics brands. We asked them to donate their expertise and formulate a scent, solely for our purposes, which we’d design, package and bring to market. The brief: make it desirable but also distinct enough to be recognizable. The desired outcome: new brand awareness for the cause and a 12% increase in fundraising upon launch. Describe the results in as much detail as possible. In departing from their traditional methods of fundraising and utilising something not only appropriately inclusive, but actually desirable; the charity is discovering an entirely new support base. It’s inspiring people to get involved because the idea lets them participate in a way they know the blind can actively recognise. Post-launch tracking has shown fundraising lifted 33% when Support Scent launched. 47% of people find the project makes the charity now more relevant to them. 79% of people exposed to it now want to more actively support the cause (for women alone, its an astonishing 85%). Basic description of the project: Guide Dogs Australia’s sole purpose is ending the isolation that can result from being blind. So when creating support for their cause, we thought it absolutely vital not to exclude the blind. Therefore anything requiring sight, such as ribbons was considered unacceptable. Thus we created something that appeals to another sense entirely – smell. A unisex fragrance called Support Scent, that actually allows the blind to recognize support around them. Priced at $5, all proceeds of the scent, go to the charity. Now a whole new support base for the blind has emerged, with a 33% lift in fund-raising upon launch.