The Deaf Album|海报/平面|广告营销案例【ADGuider广告指南】

聋人专辑

案例简介：背景如今，在法国，每10个聋哑儿童中就有9个配备了助听器，以改善沟通。但是，这些设备只允许它们听到声音，而不能听到音乐。国家青年聋人研究所 (ings) 和达米恩·昆塔德 (Damien Quintard) (在艾美奖颁奖典礼上获得的音响工程师) 进行了研究，以使聋人能够感受到音乐频率，这要归功于振动系统，随着时间的推移，该系统将在音乐厅中设置。但是这项创新并不便宜。我们必须找到一种筹集资金的方法来资助这项技术创新的研究和部署。所有这些，没有INJS花一欧元。描述创意为了资助聋人的这一重大进步，ings选择了艺术之路，推出了 “D.E.A.F” 专辑: 第一个捐赠活动，无需花费任何费用即可发挥作用。在Spotify上可用，每次播放专辑时，流媒体的收入将被捐赠以支持这项研究。专辑由7首空曲目组成，充满意义。 1.播放这张专辑。 2.反复播放。 3.就是这样。 4.你已经捐款了 5.使聋人 6.第一次听现场音乐。 7.有关INJS-PARIS.FR的更多信息专辑播放的越多，它获得的可见性就越多。专辑播放得越多，产生的捐款就越多。专辑播放得越多，房间就会配备得越多。描述策略 Y & Z世代是参与社会事业最多的两代人。由于社交媒体的数字化，他们知道如何快速有效地动员起来。对于这些世代来说，承诺必须像推文，点击change.org甚至在Facebook墙上共享请愿书一样简单。然而，这些世代不一定是财力最多的世代。因此，我们的方法是创造一种不敏感的参与方式，高度融入其用法，并真正产生资金。通过与Spotify France (每月9.6万用户，其中47% 人年龄在25岁以下 *) 合作，我们允许这些世代通过提供聆听时间来产生捐款。事实上，每一条流都会产生一份转化为捐赠的报酬。 * 来源: Spotify内部2019，Comscore，法国，Janvier 2019，每月唯一访问者描述执行情况该运动分三个阶段进行。 1/揭幕在与Spotify & Universal的合作下，ings得以发行其专辑d.e.a.F. 在inbs网站上发布了一份新闻稿，解释了该行动的概念及其目的，并将其发送给了记者，舆论领袖和政治的目标受众。 2/介质放大除了有机广播外，还有20家媒体慷慨地开放了广告空间，以使广告系列可见。 3/刺激/促进经过一个半星期的竞选活动，接近目标的有影响力的人参与其中。他们的每一条信息都适应了各自的主题。在这种情况下，游戏玩家邀请他们的社区在Twitch生活中播放专辑; 电影院youtuber要求他们的追随者进入电影院后立即播放专辑。列出结果在5月的第一周内，该专辑已被播放超过200 000次。而且，这只是一场运动的开始，它将无休止地进行。此外，数百万人已经接触到这项行动 (感谢捐赠的媒体安置和公关)。在法国，这种大规模暴露提高了人们对聋人状况的认识。更具体地说，捐赠的媒体放置涉及: -234购物中心 -35个商业画廊 -20个网站 (雅虎、费加罗夫人、JDN、L'internaute、Les Echos、Le Parisien、L'Equipe、Sport & Style、法国足球、Marie Claire、Cosmopolitan、Magic Maman、Konbini、Melty、Gustave & Rosalie、Hygge、MyTF1) -累计观众12亿-120万 € 捐赠的媒体最后，这项运动在不到24小时内就获得了自动融资。

聋人专辑

案例简介：Background Today, in France, 9 out of 10 deaf children are equipped with hearing aids to improve communication. However, these devices only allow them to hear voices, but not music. The National Institute of Young Deaf People (INJS) & Damien Quintard (sound engineer awarded at the Emmy Awards) have conducted research to allow deaf people to feel musical frequencies thanks to a vibration system that will, over time, be set-up in concert halls. But this innovation doesn’t come cheap. We had to find a way to raise money to finance the research and the deployment of this technological innovation. All this, without the INJS spending a single euro. Describe the creative idea To finance this major advancement for deaf people, INJS has chosen the artistic road by launching: the “D.E.A.F” album: the first donation campaign that costs you nothing to make a difference. Available on Spotify, each time the album is played, the revenue of the streaming will be donated to support this research. The album is composed of 7 empty tracks, full of meaning. 1. Play this album. 2. Play it over and over again. 3. That's it. 4. You’ve already made a donation 5. To enable deaf people 6. To hear live music for the first time. 7. More info on INJS-PARIS.FR The more the album is played, the more visibility it gains. The more the album is played, the more donations it generates. The more the album is played, the more rooms will be equipped. Describe the strategy Generations Y & Z are two of the generations that are most involved in social causes. They know how to mobilize quickly and effectively thanks to social media, digital. For these generations, the commitment must be as simple as a tweet, a click on change.org or even a sharing of petitions on a Facebook wall. However, these generations are not necessarily the ones with the most financial resources. Our approach was therefore to create an insensitive way of engaging, highly integrated in their usages and that really generate funds. By partnering with Spotify France (9.6M monthly users, 47% of whom are under 25 years old*), we allow these generations to generate donations by simply offering their listening time. Indeed, each stream generates a remuneration converted into a donation. *Source : Spotify Internal 2019, Comscore, France, Janvier 2019, Monthly Unique Visitor Describe the execution The campaign was conducted in three phases. 1/ UNVEILING In collaboration with Spotify & Universal, INJS was able to release its album D.E.A.F. A press release explaining the concept of the operation and its purpose was published on the INJS website and sent to a targeted audience of journalists, opinion leaders and politics. 2/ MEDIA AMPLIFICATION In addition to organic broadcasting, 20 media have graciously opened their advertising spaces to give visibility to the campaign. 3/ STIMULUS / BOOSTING After one and a half week of campaign, influencers, close to the target, became involved. Each one of their messages, was adapted to their respective thematic. In this case, gamers invited their communities to play the album during their Twitch lives; Cinema YouTubers asked their followers to play the album as soon as they entered a movie theater. List the results Within the first week of May, the album has been played more than 200 000 times. And, this is just the beginning of a campaign, that will live endlessly. In addition, millions of people have already been exposed to the operation (thanks to donated media placement & PR). This massive exposure improved awareness of deaf people conditions, in France. More specifically, the donated media placement involved: - 234 Shopping centres - 35 commercial galleries - 20 websites (Yahoo, Figaro, Figaro madame, JDN, L'internaute, Les Echos, Le Parisien, L'Equipe, Sport & Style, France football, Marie Claire, Cosmopolitan, Magic Maman, Konbini, Melty, Gustave & Rosalie, Hygge, MyTF1) - A cumulative audience of 1.2 billion - 120K€ worth of donated media Finally, this campaign has been auto-financed in less than 24 hours.

The Deaf Album

案例简介：背景如今，在法国，每10个聋哑儿童中就有9个配备了助听器，以改善沟通。但是，这些设备只允许它们听到声音，而不能听到音乐。国家青年聋人研究所 (ings) 和达米恩·昆塔德 (Damien Quintard) (在艾美奖颁奖典礼上获得的音响工程师) 进行了研究，以使聋人能够感受到音乐频率，这要归功于振动系统，随着时间的推移，该系统将在音乐厅中设置。但是这项创新并不便宜。我们必须找到一种筹集资金的方法来资助这项技术创新的研究和部署。所有这些，没有INJS花一欧元。描述创意为了资助聋人的这一重大进步，ings选择了艺术之路，推出了 “D.E.A.F” 专辑: 第一个捐赠活动，无需花费任何费用即可发挥作用。在Spotify上可用，每次播放专辑时，流媒体的收入将被捐赠以支持这项研究。专辑由7首空曲目组成，充满意义。 1.播放这张专辑。 2.反复播放。 3.就是这样。 4.你已经捐款了 5.使聋人 6.第一次听现场音乐。 7.有关INJS-PARIS.FR的更多信息专辑播放的越多，它获得的可见性就越多。专辑播放得越多，产生的捐款就越多。专辑播放得越多，房间就会配备得越多。描述策略 Y & Z世代是参与社会事业最多的两代人。由于社交媒体的数字化，他们知道如何快速有效地动员起来。对于这些世代来说，承诺必须像推文，点击change.org甚至在Facebook墙上共享请愿书一样简单。然而，这些世代不一定是财力最多的世代。因此，我们的方法是创造一种不敏感的参与方式，高度融入其用法，并真正产生资金。通过与Spotify France (每月9.6万用户，其中47% 人年龄在25岁以下 *) 合作，我们允许这些世代通过提供聆听时间来产生捐款。事实上，每一条流都会产生一份转化为捐赠的报酬。 * 来源: Spotify内部2019，Comscore，法国，Janvier 2019，每月唯一访问者描述执行情况该运动分三个阶段进行。 1/揭幕在与Spotify & Universal的合作下，ings得以发行其专辑d.e.a.F. 在inbs网站上发布了一份新闻稿，解释了该行动的概念及其目的，并将其发送给了记者，舆论领袖和政治的目标受众。 2/介质放大除了有机广播外，还有20家媒体慷慨地开放了广告空间，以使广告系列可见。 3/刺激/促进经过一个半星期的竞选活动，接近目标的有影响力的人参与其中。他们的每一条信息都适应了各自的主题。在这种情况下，游戏玩家邀请他们的社区在Twitch生活中播放专辑; 电影院youtuber要求他们的追随者进入电影院后立即播放专辑。列出结果在5月的第一周内，该专辑已被播放超过200 000次。而且，这只是一场运动的开始，它将无休止地进行。此外，数百万人已经接触到这项行动 (感谢捐赠的媒体安置和公关)。在法国，这种大规模暴露提高了人们对聋人状况的认识。更具体地说，捐赠的媒体放置涉及: -234购物中心 -35个商业画廊 -20个网站 (雅虎、费加罗夫人、JDN、L'internaute、Les Echos、Le Parisien、L'Equipe、Sport & Style、法国足球、Marie Claire、Cosmopolitan、Magic Maman、Konbini、Melty、Gustave & Rosalie、Hygge、MyTF1) -累计观众12亿-120万 € 捐赠的媒体最后，这项运动在不到24小时内就获得了自动融资。

The Deaf Album

案例简介：Background Today, in France, 9 out of 10 deaf children are equipped with hearing aids to improve communication. However, these devices only allow them to hear voices, but not music. The National Institute of Young Deaf People (INJS) & Damien Quintard (sound engineer awarded at the Emmy Awards) have conducted research to allow deaf people to feel musical frequencies thanks to a vibration system that will, over time, be set-up in concert halls. But this innovation doesn’t come cheap. We had to find a way to raise money to finance the research and the deployment of this technological innovation. All this, without the INJS spending a single euro. Describe the creative idea To finance this major advancement for deaf people, INJS has chosen the artistic road by launching: the “D.E.A.F” album: the first donation campaign that costs you nothing to make a difference. Available on Spotify, each time the album is played, the revenue of the streaming will be donated to support this research. The album is composed of 7 empty tracks, full of meaning. 1. Play this album. 2. Play it over and over again. 3. That's it. 4. You’ve already made a donation 5. To enable deaf people 6. To hear live music for the first time. 7. More info on INJS-PARIS.FR The more the album is played, the more visibility it gains. The more the album is played, the more donations it generates. The more the album is played, the more rooms will be equipped. Describe the strategy Generations Y & Z are two of the generations that are most involved in social causes. They know how to mobilize quickly and effectively thanks to social media, digital. For these generations, the commitment must be as simple as a tweet, a click on change.org or even a sharing of petitions on a Facebook wall. However, these generations are not necessarily the ones with the most financial resources. Our approach was therefore to create an insensitive way of engaging, highly integrated in their usages and that really generate funds. By partnering with Spotify France (9.6M monthly users, 47% of whom are under 25 years old*), we allow these generations to generate donations by simply offering their listening time. Indeed, each stream generates a remuneration converted into a donation. *Source : Spotify Internal 2019, Comscore, France, Janvier 2019, Monthly Unique Visitor Describe the execution The campaign was conducted in three phases. 1/ UNVEILING In collaboration with Spotify & Universal, INJS was able to release its album D.E.A.F. A press release explaining the concept of the operation and its purpose was published on the INJS website and sent to a targeted audience of journalists, opinion leaders and politics. 2/ MEDIA AMPLIFICATION In addition to organic broadcasting, 20 media have graciously opened their advertising spaces to give visibility to the campaign. 3/ STIMULUS / BOOSTING After one and a half week of campaign, influencers, close to the target, became involved. Each one of their messages, was adapted to their respective thematic. In this case, gamers invited their communities to play the album during their Twitch lives; Cinema YouTubers asked their followers to play the album as soon as they entered a movie theater. List the results Within the first week of May, the album has been played more than 200 000 times. And, this is just the beginning of a campaign, that will live endlessly. In addition, millions of people have already been exposed to the operation (thanks to donated media placement & PR). This massive exposure improved awareness of deaf people conditions, in France. More specifically, the donated media placement involved: - 234 Shopping centres - 35 commercial galleries - 20 websites (Yahoo, Figaro, Figaro madame, JDN, L'internaute, Les Echos, Le Parisien, L'Equipe, Sport & Style, France football, Marie Claire, Cosmopolitan, Magic Maman, Konbini, Melty, Gustave & Rosalie, Hygge, MyTF1) - A cumulative audience of 1.2 billion - 120K€ worth of donated media Finally, this campaign has been auto-financed in less than 24 hours.

聋人专辑

暂无简介

The Deaf Album

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聋人专辑

聋人专辑

The Deaf Album

The Deaf Album

聋人专辑

The Deaf Album

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