THE FADING NEWS|海报/平面|广告营销案例【ADGuider广告指南】

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已切换成原语言，点击可翻译成中文

衰落的新闻

案例简介：结果和有效性: 仅仅一个小时，这场运动就成为了推特上的热门话题。人们开始删除他们的推文、视频、状态更新，并将衰落的新闻运动变成了一场社会运动。全世界的记者、名人、政治家和博客都支持这项运动。由于没有媒体预算，我们接触了 3200万多人，印象超过 1.04亿人。真正的结果是; 阿卜杜拉 · 居尔总统听到了人民的声音，并修改了法律。现在有必要有法院命令删除互联网上的内容。创意执行: 2月18日，我们在 Radikal.com.tr 上的 100 篇新闻文章上设置了倒计时计时器。4 个小时的文章消失了，在第四个小时结束时，它们完全消失了。我们把网站变成了一个审查页面。这样，读者就看到了如果法律通过，互联网会是什么样子。该报的专栏作家和 Radikal 的所有社会报道都向目标受众介绍了这项运动，进一步扩大了这项运动的覆盖面。见解、战略和想法: 在格兹公园抗议期间，没有一个大型新闻频道显示一份报告。政府对媒体的压力让人们不知情。这就是为什么互联网成为新闻的主要来源，政府通过制定新的互联网法律向社交媒体宣战。一项法律允许当局在 4 小时内删除任何互联网内容，而无需法院命令。土耳其的主要报纸之一 Radikal 想提高对这个问题的认识。然而，我们只有几天时间来创造强大的影响。所以我们决定让读者通过删除 radikal.com.tr 上的新闻来体验审查后的互联网。

衰落的新闻

案例简介：Results and Effectiveness: The campaign became a trending topic in Twitter in just an hour. People started to erase their tweets, videos, status updates and turned the Fading News Campaign into a social movement. Journalists, celebrities, politicians and bloggers all over the world supported the campaign. With no media budget we reached over 32 million people and had a number of impressions over 104 million. And the real result; president Abdullah Gül heard the voice of people and revised the law. Now it’s necessary to have a court order to erase content on the internet. Creative Execution: On February 18th we put a countdown timer on 100s of news articles on Radikal.com.tr. For 4 hours articles faded out and at the end of their 4th hour they completely disappeared. We turned the website into a page of censorship. This way, readers saw how the internet would look if the law passed. The columnists of the paper and all social accounts of Radikal informed the target audience about the campaign, further expanding the campaign’s reach. Insights, Strategy and the Idea: During the Gezi Park protests none of the big news channels showed a single report. The pressure of the government on the media left people uninformed. That’s why the internet became the main source of news and the government declared war on social media by creating the new internet law. A law that allows authorities to erase any internet content within 4 hours and without a court order. Radikal, one of the major newspapers of Turkey wanted to raise awareness about this subject. Yet we only had a few days to create a strong impact. So we decided to make readers experience the censored internet by erasing the news on radikal.com.tr.