Human Heart - Out of stock|海报/平面|广告营销案例【ADGuider广告指南】

人的心-缺货

案例简介：为什么这项工作与媒体相关？因为在德国，您必须携带自愿捐赠卡，所以每年只有955人在死后捐赠器官。超过10,000人的死亡。多年来，他们一直在拼命等待救命器官。平均有3人因此死亡。每天。如果你能在网上订购一个拯救生命的器官，会发生什么？你几乎可以在网上买到其他所有东西。这正是现在网上商店的访问者所可能做到的。讨价还价的报价。人类的心。真的吗？我们挑衅性的植入式广告在媒体上引起了争议。背景死后的器官捐赠在世界范围内都是一个敏感的话题，并与许多先入为主的观念，个人的恐惧和考虑联系在一起。在许多国家/地区，都适用退出政策: 这意味着该国居民自动成为器官捐献者，除非他们随身携带退出文件。但是，与其他国家相比，在德国，您必须携带签名的器官捐赠者卡，以表明您是捐赠者。这种相当复杂的选择加入解决方案意味着，在器官捐赠方面，德国在欧洲排名倒数第二。在这个国家，每年有10,000多人迫切地依赖955器官捐赠者。平均每天有三个人因此而死亡。 “Stiftung UEBER Leben” 基金会为自己设定了一个目标，即为有关器官捐赠主题的个人和负责任的辩论提供基础。描述创意/见解 (投票30%) 为了实现这一目标，基金会希望通过运动，信息教育和免费器官捐赠者卡，消除情感和组织障碍，以产生更多潜在的捐赠者。有时，您需要采取激进的方法来提高公众对敏感话题的认识-尤其是在没有媒体预算的情况下。我们的想法: 如果你能在网上买到人体器官呢？毕竟，这些天您只需单击几下即可从家里订购任何东西-免费送货。描述策略 (投票20%) 有趣的是，大多数德国人口对死后的器官捐赠持积极态度，但根本还没有申请器官捐赠卡。但是，在日常生活中，人们在哪里引起人们对这个话题的关注呢？在普通的购物疯狂中。因此，我们寻找了一家在线提供商，该提供商准备为我们的想法放宽一些销售法规。我们要求一个影响深远的购物平台以低廉的价格将人的心与鞋子，手表，衣服和所有可能购买的日常用品放在一起。描述执行 (投票20%) 我们在 “bildshop.de” 找到了完美的地方。在这里，我们能够将我们不寻常的产品放在广受欢迎的预告片页面上。(BILD是德国著名的Axel-Springer-Verlag发行的高发行量日报，并拥有自己的在线商店。) 以创造性的构图，适应所有其他大品牌的便宜货和优惠。一个让人们同样感兴趣和困惑的提议。许多用户想知道它的背后是什么。一颗免费的心？只需点击一下，好奇的观众就会被带到一个普通的产品页面，其中包含所有通常的销售信息、评论、详细的照片和产品描述以及推荐的类似产品。但是突然心脏不再可用。我们随附的文字解释了危机的背景和我们的竞选活动。代替 “立即购买” 按钮，我们添加了一个按钮，该按钮将用户带到订购表中以获取个人器官捐赠卡。列出结果 (投票30%) 大胆的决定通常会得到回报，如bildshop.de上出色的3.29% CTR所示。由于采用了这种不寻常的方法，“Stiftung UEBER Leben” 在竞选期间能够产生两倍于上个月的捐助者。(+ 220%) 此外，这种方法在媒体上被讨论为一个有争议的问题，即使没有媒体预算，我们也通过竞选活动进行了250万多次接触。但最重要的是，我们引发了关于器官捐赠的公开讨论，并让许多犹豫不决的人意识到了这个问题。现在很多人意识到你买不到救命的治疗。

人的心-缺货

案例简介：Why is this work relevant for Media? Because in Germany you must carry a voluntarily donor card, there are annually only 955 people, who donate their organs after death. Over 10,000 people have their deaths in mind. For years they´ve been desperately waiting for a life-saving organ. On average, 3 people die as a result. Every day. What would happen, if you could just order a life-saving organ online? You can buy almost everything else online. That was exactly what now seemed possible for visitors to online shops. A bargain offer. A human heart. Really? Our provocative product placement caused controversy in the media. Background Organ donation after death is a sensitive topic all over the world, and is bound up with numerous preconceptions, personal fears and considerations. In many countries an opt-out policy applies: this means that the residents of that country automatically become organ donors unless they carry an opt-out document with them. However, in contrast with other countries, in Germany you have to carry a signed organ donor card to indicate that you are a donor. This rather complicated opt-in solution means that Germany is in second-to-last place in Europe when it comes to organ donation. In this country, over 10,000 people are desperately depending on just 955 organ donors each year. On average, three people die every day as a result. The foundation "Stiftung UEBER Leben" has set itself the goal of providing the basis for a personal and responsible debate on the topic of organ donation. Describe the creative idea/insights (30% of vote) In order to achieve this, the foundation wants to remove emotional and organisational hurdles to generate more potential donors with the aid of campaigns, informative education and free organ donor cards. Sometimes you need a radical approach to raise public awareness of a sensitive topic – especially if there’s no media budget available. Our idea: what if you could buy human organs online? After all, you can order anything from home with a few clicks these days – with free delivery. Describe the strategy (20% of vote) The interesting thing is that the majority of the German population is positive about organ donation after death, but simply haven’t got around to applying for an organ donor card yet. But where does one draw attention to that topic in everyday life? In ordinary shopping madness. So we looked for an online provider who was prepared to relax their sales regulations a little for our idea. We asked a far-reaching shopping platform to place a human heart at a bargain price alongside shoes, watches, clothes and all the everyday items that one might buy. Describe the execution (20% of vote) We found the perfect place at "bildshop.de". Here, we were able to place our unusual product on the sought-after teaser page. (BILD is a German high-circulation daily newspaper from the famous Axel-Springer-Verlag and has its own online shop.) In a creative composition, adapted to all the other bargains and offers from big brands. An offer that intrigued and confused people in equal measure. Many users wanted to know what was behind it. A heart for free? With just one click, curious viewers were taken to a normal product page with all the usual sales information, reviews, detailed photos and product descriptions and recommended similar products. But suddenly the heart was no longer available. Our accompanying text explained the background of the crisis and our campaign. In place of the ‘Buy now’ button, we added a button that took the user to the order form for a personal organ donor card. List the results (30% of vote) A bold decision often pays off, as shown by fantastic CTR of 3.29% on bildshop.de. Thanks to this unusual approach, "Stiftung UEBER Leben" was able to generate twice as many donors during the campaign period compared to the previous month. (+220%) Furthermore, the approach was discussed in the media as a controversial issue and we made over 2.5 million contacts through our campaign – even without a media budget. But the most important thing is that we sparked a public discussion about organ donation and made many people who were undecided aware of the issue. Now many people realise that you can’t buy life-saving treatment.