Bübl Fashion|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：为什么这项工作与品牌体验和激活相关？这场运动是一种品牌体验和激活的核心。通过创建一个品牌知情的时尚系列，该系列在北美第二大时装周多伦多时装周上被接受并展出，这是一个政变。它帮助我们获得了前所未有的骨质疏松症和安进的报道，这在医疗保健领域出乎意料。它还让关键利益相关者以新的方式看待病情和治疗。描述您所在国家/地区有关医疗保健/RX/Pharma通信的任何限制或法规，包括: 在加拿大，制药品牌在描述或讨论相关情况时，禁止提及其品牌或产品名称。广告标准委员会审查所有制药活动，并确保没有基于解决方案的消息传递，并且网站上提及的任何治疗都是平衡的。描述目标受众，以及为什么你的工作与他们相关。我们需要与患有骨质疏松症的200万加拿大人建立联系，并与将要治疗这种疾病的医疗保健专业人员建立联系。通过使不可见可见，我们将帮助确定那些可以通过安进治疗得到帮助的人。背景有200万加拿大人患有骨质疏松症，但大多数人都不知道他们有骨骼薄而多孔的风险。那些患有骨质疏松症的人骨折的风险增加，包括髋部骨折，这可能导致死亡。由于我们支持Amgen Canada对该病的治疗以及对加拿大骨质疏松症的认识建设，因此我们的主要目标是使加拿大人对骨质疏松症有更多的了解，并促使最容易采取行动的人采取行动。描述创意 (投票20%) 我们与著名的加拿大时装设计师David Dixon合作，创造了一个18件的高级时装系列，灵感来自泡沫包装，保护的普遍象征。这些作品旨在突出特定的身体部位-脊柱，手腕，肩膀，臀部-最容易发生骨骼脆弱和骨折的部位。描述策略 (投票20%) 我们生活在一个沉迷于外表的世界。正因为如此，人们经常忽略里面的东西。人们通常发现自己患有骨质疏松症为时已晚-在他们遭受严重的骨折之后。因为这是一种影响200万加拿大人的内部疾病，而且没有明显的症状，所以没有外部指标，检查也不是头等重要的事情。所以，我们把无形的，使它高度可见。描述执行情况 (投票30%) B ü bl时装系列于2019年2月5日在北美第二大时装周多伦多时装周的开幕之夜推出。我们找到了跑道秀的理想地点，雄伟的皇家安大略博物馆，一个以恐龙化石和骨头为特色的博物馆。广泛的媒体，时尚编辑，影响者和患者组织参加了会议。在演出前和演出后，我们通过一系列媒体露面来宣传b ü bl收藏和骨质疏松症的信息。这包括一个长篇播客采访，时尚谈话，通过时尚的镜头覆盖世界。我们的b ü bl系列也在多伦多的高端购物中心Yorkville Village中突出展示，具有高可见度的橱窗展示和一系列展示展示。列出结果 (投票30%) 用我们的一位客户的话说，“这是我们历史上最令人兴奋和成功的活动。” 该活动产生了461万次的印象，超过200个媒体报道了这项工作。在竞选活动后进行了定量研究，结果证明了竞选活动对我们的关键目标的影响。57% 的受访者更有可能采取一些行动来了解更多关于骨质疏松症，人们有2倍可能与医生交谈以了解更多关于骨质疏松症。87% 看过这场运动的人说，这让他们想了解自己患骨质疏松症的风险。在线风险评估完成是代表采取行动的第一步的关键指标，337% 高于目标。

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案例简介：Why is this work relevant for Brand Experience & Activation? This campaign was a brand experience and activation at its core. By creating a brand-informed fashion collection that was accepted and featured at Toronto Fashion Week, the 2nd largest fashion week in North America, was a coup. It helped us garner unprecedented coverage for both Osteoporosis and Amgen, something completed unexpected in the healthcare space. It also let key stakeholders see the condition and treatment in a new light. Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including: In Canada, Pharma brands are prohibited from mentioning their brand or product name when describing or discussing the related condition. The Advertising Standards Council reviews all pharma campaigns and ensures that there is no solution-based messaging and any treatment mention on a website is balanced. Describe the target audience and why your work is relevant to them. We needed to connect with the 2 million Canadians with osteoporosis as well as drive awareness and connection with healthcare professionals who would be treating those with the condition. By making the invisible visible, we would help identify those who could be helped by an Amgen treatment. Background There are 2 million Canadians who suffer from osteoporosis but most people have no idea that they're at risk of having bones that are thin and porous. Those who suffer from osteoporosis are at increased risk of bone fracture, including hip fracture, which can lead to death. As we were supporting both Amgen Canada’s treatment for the condition as well as awareness building for Osteoporosis Canada, our main objectives were to make Canadians more knowledgeable about osteoporosis and drive those most susceptible to take action. Describe the creative idea (20% of vote) Working in partnership with prominent Canadian fashion designer David Dixon, we created an 18-piece high fashion collection inspired by bubble wrap, the universal symbol for protection. The pieces were designed to accentuate specific body parts - the spine, wrist, shoulder, hip – those that are most susceptible to bone fragility and fracture. Describe the strategy (20% of vote) We live in a world that's obsessed with physical appearances. Because of this, people often ignore what's on the inside. People usually find out they suffer from osteoporosis when it's too late - after they suffer a significant bone fracture. Because it's an internal condition that affects 2 Million Canadians and one without obvious symptoms, there are no external indicators and getting checked is not top-of-mind. So, we took the invisible and make it highly visible. Describe the execution (30% of vote) The Bübl fashion collection was launched on opening night of Toronto Fashion Week, North America’s 2nd largest fashion week, on February 5th, 2019. We found the perfect location for the runway show, the majestic Royal Ontario Museum, a museum featuring dinosaur fossils and bones. A wide range of media, fashion editors, influencers, and patient organizations attended. Both pre and post show, we promoted the Bübl collection and osteoporosis messaging through a series of media appearances. This included a long form podcast interview, Fashiontalks, covering the world through the lens of fashion. Our Bübl collection was also prominently featured at Yorkville Village, a high-end shopping centre in Toronto, with a high-visibility window display and a series of showcase displays. List the results (30% of vote) In the words of one of our clients, “This was the most exciting and successful campaign in our history.” The campaign generated 461 Million Earned Impressions with over 200 media stories covering the work. Quantitative research was conducted post campaign and the results demonstrated just how impactful the campaign was with our key target. 57% of respondents were more likely to take some action to learn more about osteoporosis and people were 2x as likely to talk to a medical practitioner to learn more about osteoporosis. 87% of those who saw the campaign said that it made them want to learn about their risk of osteoporosis. Online risk assessment completions, a key metric as representing the first step in taking action, were 337% above objective.

Bübl Fashion

案例简介：为什么这项工作与品牌体验和激活相关？这场运动是一种品牌体验和激活的核心。通过创建一个品牌知情的时尚系列，该系列在北美第二大时装周多伦多时装周上被接受并展出，这是一个政变。它帮助我们获得了前所未有的骨质疏松症和安进的报道，这在医疗保健领域出乎意料。它还让关键利益相关者以新的方式看待病情和治疗。描述您所在国家/地区有关医疗保健/RX/Pharma通信的任何限制或法规，包括: 在加拿大，制药品牌在描述或讨论相关情况时，禁止提及其品牌或产品名称。广告标准委员会审查所有制药活动，并确保没有基于解决方案的消息传递，并且网站上提及的任何治疗都是平衡的。描述目标受众，以及为什么你的工作与他们相关。我们需要与患有骨质疏松症的200万加拿大人建立联系，并与将要治疗这种疾病的医疗保健专业人员建立联系。通过使不可见可见，我们将帮助确定那些可以通过安进治疗得到帮助的人。背景有200万加拿大人患有骨质疏松症，但大多数人都不知道他们有骨骼薄而多孔的风险。那些患有骨质疏松症的人骨折的风险增加，包括髋部骨折，这可能导致死亡。由于我们支持Amgen Canada对该病的治疗以及对加拿大骨质疏松症的认识建设，因此我们的主要目标是使加拿大人对骨质疏松症有更多的了解，并促使最容易采取行动的人采取行动。描述创意 (投票20%) 我们与著名的加拿大时装设计师David Dixon合作，创造了一个18件的高级时装系列，灵感来自泡沫包装，保护的普遍象征。这些作品旨在突出特定的身体部位-脊柱，手腕，肩膀，臀部-最容易发生骨骼脆弱和骨折的部位。描述策略 (投票20%) 我们生活在一个沉迷于外表的世界。正因为如此，人们经常忽略里面的东西。人们通常发现自己患有骨质疏松症为时已晚-在他们遭受严重的骨折之后。因为这是一种影响200万加拿大人的内部疾病，而且没有明显的症状，所以没有外部指标，检查也不是头等重要的事情。所以，我们把无形的，使它高度可见。描述执行情况 (投票30%) B ü bl时装系列于2019年2月5日在北美第二大时装周多伦多时装周的开幕之夜推出。我们找到了跑道秀的理想地点，雄伟的皇家安大略博物馆，一个以恐龙化石和骨头为特色的博物馆。广泛的媒体，时尚编辑，影响者和患者组织参加了会议。在演出前和演出后，我们通过一系列媒体露面来宣传b ü bl收藏和骨质疏松症的信息。这包括一个长篇播客采访，时尚谈话，通过时尚的镜头覆盖世界。我们的b ü bl系列也在多伦多的高端购物中心Yorkville Village中突出展示，具有高可见度的橱窗展示和一系列展示展示。列出结果 (投票30%) 用我们的一位客户的话说，“这是我们历史上最令人兴奋和成功的活动。” 该活动产生了461万次的印象，超过200个媒体报道了这项工作。在竞选活动后进行了定量研究，结果证明了竞选活动对我们的关键目标的影响。57% 的受访者更有可能采取一些行动来了解更多关于骨质疏松症，人们有2倍可能与医生交谈以了解更多关于骨质疏松症。87% 看过这场运动的人说，这让他们想了解自己患骨质疏松症的风险。在线风险评估完成是代表采取行动的第一步的关键指标，337% 高于目标。

Bübl Fashion

案例简介：Why is this work relevant for Brand Experience & Activation? This campaign was a brand experience and activation at its core. By creating a brand-informed fashion collection that was accepted and featured at Toronto Fashion Week, the 2nd largest fashion week in North America, was a coup. It helped us garner unprecedented coverage for both Osteoporosis and Amgen, something completed unexpected in the healthcare space. It also let key stakeholders see the condition and treatment in a new light. Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including: In Canada, Pharma brands are prohibited from mentioning their brand or product name when describing or discussing the related condition. The Advertising Standards Council reviews all pharma campaigns and ensures that there is no solution-based messaging and any treatment mention on a website is balanced. Describe the target audience and why your work is relevant to them. We needed to connect with the 2 million Canadians with osteoporosis as well as drive awareness and connection with healthcare professionals who would be treating those with the condition. By making the invisible visible, we would help identify those who could be helped by an Amgen treatment. Background There are 2 million Canadians who suffer from osteoporosis but most people have no idea that they're at risk of having bones that are thin and porous. Those who suffer from osteoporosis are at increased risk of bone fracture, including hip fracture, which can lead to death. As we were supporting both Amgen Canada’s treatment for the condition as well as awareness building for Osteoporosis Canada, our main objectives were to make Canadians more knowledgeable about osteoporosis and drive those most susceptible to take action. Describe the creative idea (20% of vote) Working in partnership with prominent Canadian fashion designer David Dixon, we created an 18-piece high fashion collection inspired by bubble wrap, the universal symbol for protection. The pieces were designed to accentuate specific body parts - the spine, wrist, shoulder, hip – those that are most susceptible to bone fragility and fracture. Describe the strategy (20% of vote) We live in a world that's obsessed with physical appearances. Because of this, people often ignore what's on the inside. People usually find out they suffer from osteoporosis when it's too late - after they suffer a significant bone fracture. Because it's an internal condition that affects 2 Million Canadians and one without obvious symptoms, there are no external indicators and getting checked is not top-of-mind. So, we took the invisible and make it highly visible. Describe the execution (30% of vote) The Bübl fashion collection was launched on opening night of Toronto Fashion Week, North America’s 2nd largest fashion week, on February 5th, 2019. We found the perfect location for the runway show, the majestic Royal Ontario Museum, a museum featuring dinosaur fossils and bones. A wide range of media, fashion editors, influencers, and patient organizations attended. Both pre and post show, we promoted the Bübl collection and osteoporosis messaging through a series of media appearances. This included a long form podcast interview, Fashiontalks, covering the world through the lens of fashion. Our Bübl collection was also prominently featured at Yorkville Village, a high-end shopping centre in Toronto, with a high-visibility window display and a series of showcase displays. List the results (30% of vote) In the words of one of our clients, “This was the most exciting and successful campaign in our history.” The campaign generated 461 Million Earned Impressions with over 200 media stories covering the work. Quantitative research was conducted post campaign and the results demonstrated just how impactful the campaign was with our key target. 57% of respondents were more likely to take some action to learn more about osteoporosis and people were 2x as likely to talk to a medical practitioner to learn more about osteoporosis. 87% of those who saw the campaign said that it made them want to learn about their risk of osteoporosis. Online risk assessment completions, a key metric as representing the first step in taking action, were 337% above objective.

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