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值得纪念的一天
案例简介：为什么这项工作与媒体相关？ 由于在法国主要电视频道上进行了简单的品牌转换，该协会的基金会让所有法国人在世界阿尔茨海默氏症的一天都在看电视。一个简单的开关，但需要几个月的计划。我们与该国主要媒体进行了协调，并同时更改了电视台的品牌，为期24小时。这些频道用过去的旧频道取代了他们目前的叮当声和徽标，通过他们多年来共同分享的集体记忆来感动法国人。 背景 今天在法国，几乎300万人直接或间接受到阿尔茨海默氏症的影响，这个数字正在上升。每年诊断出225 000例新病例，仍然没有停止或逆转疾病进展的治疗方法。支持这项研究是唯一的方法，希望有一天能找到治疗方法。 对于2018版的世界阿尔茨海默氏症日，我们需要提高人们对当您被谴责忘记时会变得多么困难的认识，因此鼓励人们捐款以支持这项研究。 描述创意/见解 (投票30%) 我们不想让人们对这种疾病的悲伤影响感到震惊，而是想让他们意识到他们能记住事情是多么的幸运。我们选择通过电视来做到这一点，电视是一种唤起每个人记忆的媒体。多年来将家人和朋友聚集在一起的媒体。 在世界阿尔茨海默氏症日，我们与法国主要电视频道合作，利用法国人民的集体记忆，我们用过去的电视节目取代了现代电视节目。每次叮当声结束时，屏幕上都会出现一条消息，提醒他们能够记住自己是多么幸运，并邀请他们向协会捐款，以支持对阿尔茨海默氏症的研究。 这场运动持续了24小时。24小时内，旧车站品牌从过去回来。24小时给每个观众一天的记忆。 描述策略 (投票20%) 纪念一天是一场大规模的运动，因为它针对所有法国人民。这个想法是为了提高人们对阿尔茨海默氏症影响的认识，并收集用于研究的捐款。我们选择使用电视，这种媒体接触了许多代人，并且仍然与法国的家庭保持密切联系。 通过与最古老和最大的电视频道合作，我们一定会吸引尽可能多的人，并使他们习惯的视听环境发生令人惊讶的变化。 带有 # unejourn é epoursesouvenir (值得纪念的一天) 的标签，对话也在社交媒体上启动。人们，甚至其他品牌，通过发布自己过去的旧照片，加入了支持这项研究的运动。 描述执行 (投票20%) 我们在一个战略日发起了这项运动: 2018年9月21日，世界阿尔茨海默氏症日。我们与法国主要媒体合作，要求他们用过去的旧版本替换其叮当声和徽标。在当天的下午8:50，在黄金时段 (法国电视收视率最高的时段)，主要频道同时更改了1992年，1988甚至1977版本的电台品牌。然后，屏幕邀请观众向该协会捐款。 这场运动持续了24小时，使用了不同版本的频道旧叮当声，这样我们就可以给尽可能多的人记住的机会。 列出结果 (投票30%) 通过法国主要电视频道 (其中大多数是竞争对手) 之间的协调伙伴关系，我们能够发起一场有力的运动，在短短24小时内打动了法国人民。 值得纪念的一天在电视屏幕前达到了4800万人。在社交媒体上超过1500万。但是，最重要的是，我们改变了人们的想法，让他们意识到他们能够说: “我记得” 是多么幸运。 Post研究表明，超过四分之一的Facebook活动人员准备捐款。有影响力的人，youtuber，甚至公司和品牌也参与了运动，发布了物体或纪念碑的旧照片以及歌曲的视频，使他们想起了过去的时刻，或者用旧徽标替换了自己的徽标。
值得纪念的一天
案例简介：Why is this work relevant for Media? Thanks to a simple branding switch on main French television channels, the association, Fondation pour la Recherche Médicale, gave all French people watching television on World Alzheimer's Day a day to remember. A simple switch but one that needed several months to plan. We coordinated with the country’s major media outlets and simultaneously changed the stations’ branding for a period of 24 hours. The channels replaced their current jingles and logos with former ones from the past, to touch french people through a collective memory they have all shared over the years. Background Today in France, almost 3 million persons are directly or indirectly affected by Alzheimer’s, and this number is rising. 225 000 new cases are diagnosed each year and there still is no treatment for stopping or reversing the progression of the disease. Supporting the research is the only way and hope to one day find a cure. For the 2018 edition of World Alzheimer’s Day, we needed to raise awareness about how hard it can become when you’re condemned to forget and therefore encourage people to make donations to support the research. Describe the creative idea/insights (30% of vote) Instead of shocking people with the sad effects of the disease, we wanted to make them realize what a blessing it was that they could remember things. We chose to do this with television, a media that evokes memories for everybody. A media that has brought families and friends together for years. On World Alzheimer’s Day, we partnered with the main French TV channels and drawing on French people’s collective memory, we replaced the modern TV idents with ones from the past. At the end of each jingle, a message appeared on the screen, reminding them how lucky they were to be able to remember and inviting them to donate to the association to support research on Alzheimer’s. The campaign lasted 24 hours. 24 hours during which old station brandings came back from the past. 24 hours giving each viewer a day to remember. Describe the strategy (20% of vote) A Day to Remember was a large-scale campaign as it targeted all French people. The idea was to raise awareness about the effects of Alzheimer’s and moreover to collect donations for research. We chose to use television, a media that touches many generations and that remains close to families in France. By partnering with the oldest and biggest television channels, we were sure to reach as many people as possible and give them a surprising change in the audiovisual landscape they’re used to. With the hashtag #unejournéepoursesouvenir (a day to remember), the conversation was also launched on social media. People, and even other brands, joined the movement to support the research, by posting old photos from their own past. Describe the execution (20% of vote) We launched the campaign on a strategic day: the 21st September 2018, World Alzheimer’s Day. We worked with the major French media outlets, asking them to replace their jingles and logos with older versions from the past. At 8:50 pm on that day, during prime time, the most-watched time on television in France, the main channels simultaneously changed their station brandings with versions from 1992, 1988 or even 1977. A screen then invited viewers to make donations to the association. The campaign lasted 24 hours and different versions of the channels’ old jingles were used so that we could give as many people as possible the opportunity to remember. List the results (30% of vote) With a coordinated partnership between main French television channels (most of whom are competitors), we were able to create a punchy campaign that touched French people over a period of just 24 hours. A Day to Remember reached 48 Million people in front of their TV screens. And more than 15 Million on social media. But, above all, we changed people’s minds and made them realize how lucky they were to be able to say: “I remember”. Post studies showed that more than a quarter of the people exposed to the Facebook campaign were ready to make a donation. Influencers, YouTubers, even companies and brands also took part in the movement by posting old photos of objects or monuments and videos of songs that reminded them of moments in their pasts, or replacing their own logos with the old ones.
A day to remember
案例简介：为什么这项工作与媒体相关？ 由于在法国主要电视频道上进行了简单的品牌转换，该协会的基金会让所有法国人在世界阿尔茨海默氏症的一天都在看电视。一个简单的开关，但需要几个月的计划。我们与该国主要媒体进行了协调，并同时更改了电视台的品牌，为期24小时。这些频道用过去的旧频道取代了他们目前的叮当声和徽标，通过他们多年来共同分享的集体记忆来感动法国人。 背景 今天在法国，几乎300万人直接或间接受到阿尔茨海默氏症的影响，这个数字正在上升。每年诊断出225 000例新病例，仍然没有停止或逆转疾病进展的治疗方法。支持这项研究是唯一的方法，希望有一天能找到治疗方法。 对于2018版的世界阿尔茨海默氏症日，我们需要提高人们对当您被谴责忘记时会变得多么困难的认识，因此鼓励人们捐款以支持这项研究。 描述创意/见解 (投票30%) 我们不想让人们对这种疾病的悲伤影响感到震惊，而是想让他们意识到他们能记住事情是多么的幸运。我们选择通过电视来做到这一点，电视是一种唤起每个人记忆的媒体。多年来将家人和朋友聚集在一起的媒体。 在世界阿尔茨海默氏症日，我们与法国主要电视频道合作，利用法国人民的集体记忆，我们用过去的电视节目取代了现代电视节目。每次叮当声结束时，屏幕上都会出现一条消息，提醒他们能够记住自己是多么幸运，并邀请他们向协会捐款，以支持对阿尔茨海默氏症的研究。 这场运动持续了24小时。24小时内，旧车站品牌从过去回来。24小时给每个观众一天的记忆。 描述策略 (投票20%) 纪念一天是一场大规模的运动，因为它针对所有法国人民。这个想法是为了提高人们对阿尔茨海默氏症影响的认识，并收集用于研究的捐款。我们选择使用电视，这种媒体接触了许多代人，并且仍然与法国的家庭保持密切联系。 通过与最古老和最大的电视频道合作，我们一定会吸引尽可能多的人，并使他们习惯的视听环境发生令人惊讶的变化。 带有 # unejourn é epoursesouvenir (值得纪念的一天) 的标签，对话也在社交媒体上启动。人们，甚至其他品牌，通过发布自己过去的旧照片，加入了支持这项研究的运动。 描述执行 (投票20%) 我们在一个战略日发起了这项运动: 2018年9月21日，世界阿尔茨海默氏症日。我们与法国主要媒体合作，要求他们用过去的旧版本替换其叮当声和徽标。在当天的下午8:50，在黄金时段 (法国电视收视率最高的时段)，主要频道同时更改了1992年，1988甚至1977版本的电台品牌。然后，屏幕邀请观众向该协会捐款。 这场运动持续了24小时，使用了不同版本的频道旧叮当声，这样我们就可以给尽可能多的人记住的机会。 列出结果 (投票30%) 通过法国主要电视频道 (其中大多数是竞争对手) 之间的协调伙伴关系，我们能够发起一场有力的运动，在短短24小时内打动了法国人民。 值得纪念的一天在电视屏幕前达到了4800万人。在社交媒体上超过1500万。但是，最重要的是，我们改变了人们的想法，让他们意识到他们能够说: “我记得” 是多么幸运。 Post研究表明，超过四分之一的Facebook活动人员准备捐款。有影响力的人，youtuber，甚至公司和品牌也参与了运动，发布了物体或纪念碑的旧照片以及歌曲的视频，使他们想起了过去的时刻，或者用旧徽标替换了自己的徽标。
A day to remember
案例简介：Why is this work relevant for Media? Thanks to a simple branding switch on main French television channels, the association, Fondation pour la Recherche Médicale, gave all French people watching television on World Alzheimer's Day a day to remember. A simple switch but one that needed several months to plan. We coordinated with the country’s major media outlets and simultaneously changed the stations’ branding for a period of 24 hours. The channels replaced their current jingles and logos with former ones from the past, to touch french people through a collective memory they have all shared over the years. Background Today in France, almost 3 million persons are directly or indirectly affected by Alzheimer’s, and this number is rising. 225 000 new cases are diagnosed each year and there still is no treatment for stopping or reversing the progression of the disease. Supporting the research is the only way and hope to one day find a cure. For the 2018 edition of World Alzheimer’s Day, we needed to raise awareness about how hard it can become when you’re condemned to forget and therefore encourage people to make donations to support the research. Describe the creative idea/insights (30% of vote) Instead of shocking people with the sad effects of the disease, we wanted to make them realize what a blessing it was that they could remember things. We chose to do this with television, a media that evokes memories for everybody. A media that has brought families and friends together for years. On World Alzheimer’s Day, we partnered with the main French TV channels and drawing on French people’s collective memory, we replaced the modern TV idents with ones from the past. At the end of each jingle, a message appeared on the screen, reminding them how lucky they were to be able to remember and inviting them to donate to the association to support research on Alzheimer’s. The campaign lasted 24 hours. 24 hours during which old station brandings came back from the past. 24 hours giving each viewer a day to remember. Describe the strategy (20% of vote) A Day to Remember was a large-scale campaign as it targeted all French people. The idea was to raise awareness about the effects of Alzheimer’s and moreover to collect donations for research. We chose to use television, a media that touches many generations and that remains close to families in France. By partnering with the oldest and biggest television channels, we were sure to reach as many people as possible and give them a surprising change in the audiovisual landscape they’re used to. With the hashtag #unejournéepoursesouvenir (a day to remember), the conversation was also launched on social media. People, and even other brands, joined the movement to support the research, by posting old photos from their own past. Describe the execution (20% of vote) We launched the campaign on a strategic day: the 21st September 2018, World Alzheimer’s Day. We worked with the major French media outlets, asking them to replace their jingles and logos with older versions from the past. At 8:50 pm on that day, during prime time, the most-watched time on television in France, the main channels simultaneously changed their station brandings with versions from 1992, 1988 or even 1977. A screen then invited viewers to make donations to the association. The campaign lasted 24 hours and different versions of the channels’ old jingles were used so that we could give as many people as possible the opportunity to remember. List the results (30% of vote) With a coordinated partnership between main French television channels (most of whom are competitors), we were able to create a punchy campaign that touched French people over a period of just 24 hours. A Day to Remember reached 48 Million people in front of their TV screens. And more than 15 Million on social media. But, above all, we changed people’s minds and made them realize how lucky they were to be able to say: “I remember”. Post studies showed that more than a quarter of the people exposed to the Facebook campaign were ready to make a donation. Influencers, YouTubers, even companies and brands also took part in the movement by posting old photos of objects or monuments and videos of songs that reminded them of moments in their pasts, or replacing their own logos with the old ones.
值得纪念的一天
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A day to remember
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基本信息
- 广告战役： #Fondation Pour La Recherche Medicale（FRM)）-网络-5d72#
- 广告品牌： Fondation Pour La Recherche Medicale（FRM)）
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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