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艾薇塔，平等法案。
案例简介：概要 DDL & Co 在 “阿根廷风味” 的标语下销售杜尔西 · 德莱奇 (一种类似于焦糖的甜食) 和各种由杜尔西 · 德莱奇制成的糖果。他们为自己是一个有远大抱负的小公司而自豪。这就是为什么他们希望他们的第一次广告活动来解决一个重大的相关问题。但是 dulce de leche 是一种非常受欢迎的阿根廷糖果，周围有很多竞争，包括像他们这样的手工生产商和著名的工业生产商。因此，这场运动需要有一些当地风味和一个巧妙的想法来区分他们和其他人。 战略 Dulce de leche 通常与传统联系在一起，但我们意识到我们需要成为一个与时代精神紧密联系的品牌。一个不会像其他人一样受到每个人喜爱的品牌，而是一个面向大胆和进步的品牌。这意味着，它需要一个不怕说出来的品牌，DDL 是一个涵盖所有阶层、性别、年龄和背景的传统。不幸的是，性别歧视也是如此。由于 81% 的女性每天都吃，我们认为这是一个值得关注的问题。女权主义浪潮是该地区最强烈的浪潮。然而，这仍然是一个有着根深蒂固的父权制文化的国家。我们每天在哪里看到的？每次一个顾客打开钱包: 账单上描绘了六个不同的男人，而只有一个女人有她的。 相关性 阿根廷的零售店几乎没有发生有趣的事情。然而，我们生活在娱乐的时代, 当地零售商店仍然不认为电子商务是一个大竞争对手，所以他们没有投入太多精力为消费者创造引人注目的体验。总的来说，通常的零售体验与 10 或 20 年前没有太大不同，也许更多。用创新的行动让消费者惊讶，这也让他们思考一个影响我们社会的重要问题，这是朝着正确方向迈出的一步，我们希望其他品牌也会效仿。 结果 多亏了媒体，我们的媒体影响力翻了一番。尊重品牌跟踪，信任值从 2,2 到 4.1/5。与此同时，在 Instagram，我们的参与率增长了 7 个百分点以上。超过 15 名意见领袖对该倡议进行了评论和分享。更重要的是，那个月成为他们最成功的月份。86% 的顾客支付描绘女人的账单。 执行 在 3 月的整个月里，每个来到商店的人都在收银机上被告知，他们可以用一张价值标准 100 比索的 Roca 账单来支付, 或者用埃维塔法案，这将是价值额外的 27 比索。在收银员解释为什么后，惊讶的是，人们会伸手去拿钱包去找一个 Evita。 活动描述 阿根廷有两种不同的 100 比索钞票: 一种描绘男人 (胡利奥 · 罗卡)，另一种描绘女人。最后一项是阿根廷历史上唯一一项以女性为主角的法案。不是任何女人: 埃维塔 · 佩隆，一个因与性别不平等作斗争而被铭记的人。随着妇女节的临近, 我们提出了提高对性别薪酬差距的认识的想法，让一张有女人脸的账单比一张有男人脸的账单价值 27%, 这意味着虽然 Roca 的账单价值 100 比索，但 Evita 的账单价值 127。这样，消费者就可以以一种非常具体、切实的方式意识到男性和女性为同样的工作获得多少报酬的不公正。
艾薇塔，平等法案。
案例简介：Synopsis DDL&Co sells dulce de leche (a sweet preparation similar to caramel) and all kinds of sweets made with dulce de leche under the tagline “argentine flavors”. They are proud to be a small company with a big vision. And this is why they wanted their first advertising campaign to tackle a big and relevant issue. But dulce de leche is a very popular Argentinian confection, and there’s a lot of competition around, both from artisanal producers like them and well-known industrial producers. Therefore, the campaign needed to have both some local flavor and an ingenious idea that would differentiate them from the rest. Strategy Dulce de leche is usually tied to tradition, but we realized we needed to be a brand that was tightly tied to the spirit of the times. A brand that doesn’t try to be loved by everybody like all others, but one targeted towards the bold and the progressive. That meant that, it needed to be a brand that isn’t afraid to speak out DDL is a tradition that reaches all classes, genders, ages and backgrounds. Unfortunately, so does sexism. And since 81% of women eat it daily, we figured this would be the right issue to focus on. The feminist wave has been the strongest one in the region. Yet this remains a country with a deeply ingrained patriarchal culture. Where did we see it every day? Each time a costumer opened their wallets: six different men were portrayed in the bills, while only one woman had hers. Relevancy Retail stores in Argentina are places where hardly ever something interesting happens. We live in the era of entertainment, however, local retail stores still don’t see e-commerce as a big competitor and so they haven’t been putting too much effort into creating a compelling experience for their consumers. Overall, the usual retail experience is not very different than it was 10 or 20 years ago, maybe more. Surprising the consumer with an innovative action that also makes them think about an important issue affecting our society is a step in the right direction that we hope other brands will follow. Outcome We doubled our media reach thanks to earned media. Respecting brand tracking, the trust value went from 2,2 to 4.1/5. Meanwhile, in Instagram our engagement rate grew more than 7 points. The initiative was commented and shared by more than 15 opinion leaders. Which is more, that month became their most successful yet. And 86% of costumers paid with bills that portrayed a woman. Execution During the whole month of March, everyone who came to the stores was informed at the cash register that they could either pay with a Roca bill, that would be worth the standard 100 pesos, or with an Evita bill, that would be worth an extra 27 pesos. After the cashiers would explain why, surprised, people would reach for their wallets to find an Evita one. CampaignDescription Argentina has two different 100 pesos bills: one portraying a man (Julio Roca), the other portraying a woman. This last one is the only bill featuring a woman in Argentina’s history. And not any woman: Evita Perón, someone who’s remembered for fighting inequality between sexes. As Women’s Day was approaching, we came up with the idea of raising awareness about the gender pay gap by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, meaning while Roca’s bills were worth 100 pesos, Evita’s bills were worth 127. This way consumers could become conscious in a very concrete, tangible way of the injustice in how much men and women are paid for the same work.
Evita, the equality bill.
案例简介：概要 DDL & Co 在 “阿根廷风味” 的标语下销售杜尔西 · 德莱奇 (一种类似于焦糖的甜食) 和各种由杜尔西 · 德莱奇制成的糖果。他们为自己是一个有远大抱负的小公司而自豪。这就是为什么他们希望他们的第一次广告活动来解决一个重大的相关问题。但是 dulce de leche 是一种非常受欢迎的阿根廷糖果，周围有很多竞争，包括像他们这样的手工生产商和著名的工业生产商。因此，这场运动需要有一些当地风味和一个巧妙的想法来区分他们和其他人。 战略 Dulce de leche 通常与传统联系在一起，但我们意识到我们需要成为一个与时代精神紧密联系的品牌。一个不会像其他人一样受到每个人喜爱的品牌，而是一个面向大胆和进步的品牌。这意味着，它需要一个不怕说出来的品牌，DDL 是一个涵盖所有阶层、性别、年龄和背景的传统。不幸的是，性别歧视也是如此。由于 81% 的女性每天都吃，我们认为这是一个值得关注的问题。女权主义浪潮是该地区最强烈的浪潮。然而，这仍然是一个有着根深蒂固的父权制文化的国家。我们每天在哪里看到的？每次一个顾客打开钱包: 账单上描绘了六个不同的男人，而只有一个女人有她的。 相关性 阿根廷的零售店几乎没有发生有趣的事情。然而，我们生活在娱乐的时代, 当地零售商店仍然不认为电子商务是一个大竞争对手，所以他们没有投入太多精力为消费者创造引人注目的体验。总的来说，通常的零售体验与 10 或 20 年前没有太大不同，也许更多。用创新的行动让消费者惊讶，这也让他们思考一个影响我们社会的重要问题，这是朝着正确方向迈出的一步，我们希望其他品牌也会效仿。 结果 多亏了媒体，我们的媒体影响力翻了一番。尊重品牌跟踪，信任值从 2,2 到 4.1/5。与此同时，在 Instagram，我们的参与率增长了 7 个百分点以上。超过 15 名意见领袖对该倡议进行了评论和分享。更重要的是，那个月成为他们最成功的月份。86% 的顾客支付描绘女人的账单。 执行 在 3 月的整个月里，每个来到商店的人都在收银机上被告知，他们可以用一张价值标准 100 比索的 Roca 账单来支付, 或者用埃维塔法案，这将是价值额外的 27 比索。在收银员解释为什么后，惊讶的是，人们会伸手去拿钱包去找一个 Evita。 活动描述 阿根廷有两种不同的 100 比索钞票: 一种描绘男人 (胡利奥 · 罗卡)，另一种描绘女人。最后一项是阿根廷历史上唯一一项以女性为主角的法案。不是任何女人: 埃维塔 · 佩隆，一个因与性别不平等作斗争而被铭记的人。随着妇女节的临近, 我们提出了提高对性别薪酬差距的认识的想法，让一张有女人脸的账单比一张有男人脸的账单价值 27%, 这意味着虽然 Roca 的账单价值 100 比索，但 Evita 的账单价值 127。这样，消费者就可以以一种非常具体、切实的方式意识到男性和女性为同样的工作获得多少报酬的不公正。
Evita, the equality bill.
案例简介：Synopsis DDL&Co sells dulce de leche (a sweet preparation similar to caramel) and all kinds of sweets made with dulce de leche under the tagline “argentine flavors”. They are proud to be a small company with a big vision. And this is why they wanted their first advertising campaign to tackle a big and relevant issue. But dulce de leche is a very popular Argentinian confection, and there’s a lot of competition around, both from artisanal producers like them and well-known industrial producers. Therefore, the campaign needed to have both some local flavor and an ingenious idea that would differentiate them from the rest. Strategy Dulce de leche is usually tied to tradition, but we realized we needed to be a brand that was tightly tied to the spirit of the times. A brand that doesn’t try to be loved by everybody like all others, but one targeted towards the bold and the progressive. That meant that, it needed to be a brand that isn’t afraid to speak out DDL is a tradition that reaches all classes, genders, ages and backgrounds. Unfortunately, so does sexism. And since 81% of women eat it daily, we figured this would be the right issue to focus on. The feminist wave has been the strongest one in the region. Yet this remains a country with a deeply ingrained patriarchal culture. Where did we see it every day? Each time a costumer opened their wallets: six different men were portrayed in the bills, while only one woman had hers. Relevancy Retail stores in Argentina are places where hardly ever something interesting happens. We live in the era of entertainment, however, local retail stores still don’t see e-commerce as a big competitor and so they haven’t been putting too much effort into creating a compelling experience for their consumers. Overall, the usual retail experience is not very different than it was 10 or 20 years ago, maybe more. Surprising the consumer with an innovative action that also makes them think about an important issue affecting our society is a step in the right direction that we hope other brands will follow. Outcome We doubled our media reach thanks to earned media. Respecting brand tracking, the trust value went from 2,2 to 4.1/5. Meanwhile, in Instagram our engagement rate grew more than 7 points. The initiative was commented and shared by more than 15 opinion leaders. Which is more, that month became their most successful yet. And 86% of costumers paid with bills that portrayed a woman. Execution During the whole month of March, everyone who came to the stores was informed at the cash register that they could either pay with a Roca bill, that would be worth the standard 100 pesos, or with an Evita bill, that would be worth an extra 27 pesos. After the cashiers would explain why, surprised, people would reach for their wallets to find an Evita one. CampaignDescription Argentina has two different 100 pesos bills: one portraying a man (Julio Roca), the other portraying a woman. This last one is the only bill featuring a woman in Argentina’s history. And not any woman: Evita Perón, someone who’s remembered for fighting inequality between sexes. As Women’s Day was approaching, we came up with the idea of raising awareness about the gender pay gap by making the bill with a woman’s face on it worth 27% more than the one with a man’s face on it, meaning while Roca’s bills were worth 100 pesos, Evita’s bills were worth 127. This way consumers could become conscious in a very concrete, tangible way of the injustice in how much men and women are paid for the same work.
艾薇塔，平等法案。
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Evita, the equality bill.
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