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Doktor Proktor
案例简介：描述活动/条目: 挑战: 在书籍失去儿童注意力的时候推出儿童书籍。目标: 创造尽可能多的嗡嗡声、关注和公关 -- 最终销售至少 15,000 本最新的 Doktor Proktor 书。创意策略: 自然历史博物馆的大型怪物展览 -- 你希望不存在的动物。结果: 超出我们的想象。见下文。 描述客户的简报: 围绕 Doktor Proktor 书籍，尤其是新的书籍，尽可能多地引起人们的关注和公关。我们希望能卖出大约 15,000 份。目标受众是 5 岁至 12 岁的儿童及其父母。 战略: 我们想出了制作大型全尺寸怪物展览的创意: “Doktor Proktor 的耸人听闻的动物收藏你希望不存在”。主演月亮变色龙作为主要景点，但也显示其他 23 个怪物。有些是我们在 Doktor Proktor 的书中找到的，有些是我们编的。与展览一起，我们写了一本关于展览动物的儿童书籍。整个项目从广告活动变成了新闻报道 -- 我们制定了一个雄心勃勃的公关计划，包括所有大型电视网络、广播电台、印刷和在线媒体。 执行: 我们联系了诺威最著名的木偶制造商和他的艺术家团队，并要求奥斯陆自然历史博物馆主办这次展览。他们都对这个项目充满热情 -- 如果没有他们的积极、奉献和巨大的努力，展览就不会栩栩如生。 情况: 我们的任务是推出儿童读物《 Doktor Proktor 与世界末日》。也许 ”-- 关于 Doktor Proktor，孩子们 Bulle 和 Lise 以及他们与残酷的怪物月球变色龙的斗争。我们有一个 100,000 美元的小预算，用于支付一切 -- 我们的费用、制作和媒体支出。在挪威，了解书籍正在失去争取儿童注意力的战斗，销售额正在下降 -- 我们知道我们不能走传统的路。 结果: -在挪威最大的电视广播公司 (NRK) 的黄金时段两次头条新闻，甚至有一次在展览现场直播。-大规模的媒体报道; 全国性报纸的头版，标题全国广播新闻和印刷和在线媒体上无休止的文章。-这是挪威多年来媒体报道最多的促销活动。-博物馆的新的高出勤率记录-到目前为止，已有 75,000 人参观。奥斯陆的每一个第二个孩子都参加了 -- 这本书是所有文学作品销售排行榜的第一名 -- 成为有史以来第一本挪威儿童书。自开业以来，这三本 Doktor Proktor 书籍已经售出 70,000 册 (挪威标准非常高)。
Doktor Proktor
案例简介：Describe the campaign/entry: Challenge: To launch a children’s book in a time when books are losing the battle for children’s attention. The objective: Create as much buzz, attention and PR as possible -and in the end sell at least 15,000 copies of the latest Doktor Proktor book. The creative strategy: A big monster exhibition at the Natural History Museum -of animals you wish didn't exist. The outcome: Beyond our imagination. See below. Describe the brief from the client: To create as much buzz, attention and PR as possible around the Doktor Proktor books, especially the new one. We hoped to sell about 15,000 copies. The target audience were children between 5 and 12 – and their parents. The Strategy: We came up with the creative idea of making a big exhibition of full sized monsters: "Doktor Proktor’s Sensational Collection of Animals You Wish Did Not Exist". Starring the Moon Chameleon as the main attraction, but also showing 23 other monsters. Some of them we found in the Doktor Proktor books, some of them we made up. Together with the exhibition we wrote a children’s book about the animals of the exhibition. The whole project went from being an advertising campaign to a news story – and we set up an ambitious PR plan, including all big TV networks, radio stations, printed and online media. Execution: We contacted Norways most famous puppet maker and his team of artists – and asked the Natural History Museum in Oslo to host the exhibition. They were all enthusiastic about the project – and the exhibition would never have come to life without their positivity, dedication and great efforts. The Situation: Our task was to launch the children’s book "Doktor Proktor and the end of the world. Maybe" – about Doktor Proktor, the children Bulle and Lise and their fight against the cruel monster The Moon Chameleon. We had a small budget of $100,000, to cover everything-our fees, production and media spending. Knowing books are losing the battle for children’s attention in Norway and sales are going down – we knew we couldn’t go the traditional way. Results: - Headlined the TV news twice during prime time on Norway’s biggest TV broadcaster (NRK), once even live from the exhibition. - Massive media coverage; front pages on national newspapers, headlined national radio news and an endless number of articles in both printed and online media. - It is by far the most media covered promotional campaign in Norway for years. - A new all time high attendance records for the museum – so far 75,000 people have visited. - Every second child of Oslo has attended - The book went to no 1 of the sales chart of all literature – as the first Norwegian children’s book ever. - The three Doktor Proktor books have sold over 70,000 copies (extremely high in Norwegian standards) since the opening.
Doktor Proktor
案例简介：描述活动/条目: 挑战: 在书籍失去儿童注意力的时候推出儿童书籍。目标: 创造尽可能多的嗡嗡声、关注和公关 -- 最终销售至少 15,000 本最新的 Doktor Proktor 书。创意策略: 自然历史博物馆的大型怪物展览 -- 你希望不存在的动物。结果: 超出我们的想象。见下文。 描述客户的简报: 围绕 Doktor Proktor 书籍，尤其是新的书籍，尽可能多地引起人们的关注和公关。我们希望能卖出大约 15,000 份。目标受众是 5 岁至 12 岁的儿童及其父母。 战略: 我们想出了制作大型全尺寸怪物展览的创意: “Doktor Proktor 的耸人听闻的动物收藏你希望不存在”。主演月亮变色龙作为主要景点，但也显示其他 23 个怪物。有些是我们在 Doktor Proktor 的书中找到的，有些是我们编的。与展览一起，我们写了一本关于展览动物的儿童书籍。整个项目从广告活动变成了新闻报道 -- 我们制定了一个雄心勃勃的公关计划，包括所有大型电视网络、广播电台、印刷和在线媒体。 执行: 我们联系了诺威最著名的木偶制造商和他的艺术家团队，并要求奥斯陆自然历史博物馆主办这次展览。他们都对这个项目充满热情 -- 如果没有他们的积极、奉献和巨大的努力，展览就不会栩栩如生。 情况: 我们的任务是推出儿童读物《 Doktor Proktor 与世界末日》。也许 ”-- 关于 Doktor Proktor，孩子们 Bulle 和 Lise 以及他们与残酷的怪物月球变色龙的斗争。我们有一个 100,000 美元的小预算，用于支付一切 -- 我们的费用、制作和媒体支出。在挪威，了解书籍正在失去争取儿童注意力的战斗，销售额正在下降 -- 我们知道我们不能走传统的路。 结果: -在挪威最大的电视广播公司 (NRK) 的黄金时段两次头条新闻，甚至有一次在展览现场直播。-大规模的媒体报道; 全国性报纸的头版，标题全国广播新闻和印刷和在线媒体上无休止的文章。-这是挪威多年来媒体报道最多的促销活动。-博物馆的新的高出勤率记录-到目前为止，已有 75,000 人参观。奥斯陆的每一个第二个孩子都参加了 -- 这本书是所有文学作品销售排行榜的第一名 -- 成为有史以来第一本挪威儿童书。自开业以来，这三本 Doktor Proktor 书籍已经售出 70,000 册 (挪威标准非常高)。
Doktor Proktor
案例简介：Describe the campaign/entry: Challenge: To launch a children’s book in a time when books are losing the battle for children’s attention. The objective: Create as much buzz, attention and PR as possible -and in the end sell at least 15,000 copies of the latest Doktor Proktor book. The creative strategy: A big monster exhibition at the Natural History Museum -of animals you wish didn't exist. The outcome: Beyond our imagination. See below. Describe the brief from the client: To create as much buzz, attention and PR as possible around the Doktor Proktor books, especially the new one. We hoped to sell about 15,000 copies. The target audience were children between 5 and 12 – and their parents. The Strategy: We came up with the creative idea of making a big exhibition of full sized monsters: "Doktor Proktor’s Sensational Collection of Animals You Wish Did Not Exist". Starring the Moon Chameleon as the main attraction, but also showing 23 other monsters. Some of them we found in the Doktor Proktor books, some of them we made up. Together with the exhibition we wrote a children’s book about the animals of the exhibition. The whole project went from being an advertising campaign to a news story – and we set up an ambitious PR plan, including all big TV networks, radio stations, printed and online media. Execution: We contacted Norways most famous puppet maker and his team of artists – and asked the Natural History Museum in Oslo to host the exhibition. They were all enthusiastic about the project – and the exhibition would never have come to life without their positivity, dedication and great efforts. The Situation: Our task was to launch the children’s book "Doktor Proktor and the end of the world. Maybe" – about Doktor Proktor, the children Bulle and Lise and their fight against the cruel monster The Moon Chameleon. We had a small budget of $100,000, to cover everything-our fees, production and media spending. Knowing books are losing the battle for children’s attention in Norway and sales are going down – we knew we couldn’t go the traditional way. Results: - Headlined the TV news twice during prime time on Norway’s biggest TV broadcaster (NRK), once even live from the exhibition. - Massive media coverage; front pages on national newspapers, headlined national radio news and an endless number of articles in both printed and online media. - It is by far the most media covered promotional campaign in Norway for years. - A new all time high attendance records for the museum – so far 75,000 people have visited. - Every second child of Oslo has attended - The book went to no 1 of the sales chart of all literature – as the first Norwegian children’s book ever. - The three Doktor Proktor books have sold over 70,000 copies (extremely high in Norwegian standards) since the opening.
Doktor Proktor
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Doktor Proktor
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