Lifeboat - The Experiment|微电影|广告营销案例【ADGuider广告指南】

救生艇-实验

案例简介：为什么这项工作与媒体相关？救生艇 -- 实验是一种媒体噱头。没有在媒体上花费一欧元，这个项目立即成为世界新闻。所有相关方都充当催化剂。尽管有一位奥斯卡提名的导演，我们还是邀请了最大报纸的记者和选定的影响者参与实际实验，倍增我们的信息，并通过自己的渠道传播他们的第一手经验。这种有机的影响被从中国到加拿大的新闻频道所接受，覆盖了 5 亿人口，重新引发了公众辩论，并在社会中产生了思维转变。背景海洋观察是一个非营利组织，在地中海进行民间搜救行动。该组织在政治和宗教上独立行事。自 2014 以来，海洋观察参与拯救了 37.000 多条生命。虽然世界上最致命的边境地中海的难民危机持续不断，但其媒体报道大幅减少。这个话题只是失去了它的 “新闻价值”，随之而来的是海洋观察的愿景和持续的努力陷入了沉默。描述创意/见解 (30% 的选票) 我们已经建立了一个独一无二的媒体噱头。世界上最致命的边境地中海的难民危机只是失去了它的 “新闻价值”，随之而来的是海洋观察的愿景和持续的努力陷入了沉默。当我们希望他们的故事再次被听到时，我们需要有人告诉我们，欧洲社会听。志同道合。 5 名幸存下来的难民向我们讲述了他们逃跑的故事，我们让 40 名欧洲人在模拟中体验了穿越地中海的感觉。因此，实验的参与者讲述了难民的故事。难民故事的德国代理人。此外，参与者在年龄、性别和职业方面代表了德国社会，以最大限度地提高观众身份的潜力。所有的经历都被记录在纪录片中 -- 除了奥斯卡提名导演天空 · 菲茨杰拉德的模拟 “救生艇 -- 实验”。一个简单的技巧: 视角的改变推动了社会的思维转变。描述策略 (20% 的选票) 包括离线和在线媒体接触点以及选定的影响者在内的整体活动推动了我们活动网站www.lifeboatexperient.org的流量。在这里，我们邀请人们告知、理解和感受更新公开辩论的每一次个人旅程的折磨。为了保证对话的最初火花，我们邀请了最大报纸的记者以及选定的影响者参与实验并报告他们的第一手经验。Facebook和Instagram Stories使其成为在线热门话题，因此该问题在全球范围内受到关注。描述执行情况 (20% 的选票) 为了使难民危机再次成为全球公认的问题，我们把它拉近了距离; 地理和情感上。根据五名幸存难民的第一手经验，该实验精心设计，以产生服务和触发所有人类感官的最大沉浸式体验。我们设置了一个模拟，试图重塑真正逃脱的所有条件。黑暗，波浪，压力，焦虑，不确定性模拟在德国北部海事培训中心的波浪池中。奥斯卡提名的导演斯凯 · 菲茨杰拉德在纪录片短片《救生艇-实验》中捕捉到了所有的情感和经历。纪录片在一个移动优化的网站上主持，通过选定的政治影响者和古典媒体传播到所有渠道。为了保证对话的初步火花，我们邀请了德国最大报纸的一名记者参与实验。facebook和Instagram Stories使其成为在线热门话题，因此该问题在全球范围内受到关注。列出结果 (30% 的选票) 不仅仅是一个模拟 “救生艇-实验”，对于一个非政府组织来说，它是一个游戏规则的改变者，旨在寻求全球意识和恢复媒体报道。这个实验立刻变成了世界新闻。在被德国所有主要新闻频道报道后，从中国到加拿大的国际媒体报道了这一点，达到了 5 亿人口，网站流量增加，品牌互动增加 310%。但最重要的是，随着 + 1100 篇文章的发表，我们给了受苦的人一个声音，让他们再次被听到。脸书、Instagram和推特使其成为网上热门话题，引发了一场持续的对话，引发了社会思维的转变。都不用在媒体上花一欧元。尽管这些运动只关注意识，但捐款也在增加。

救生艇-实验

案例简介：Why is this work relevant for Media? LIFEBOAT -the experiment is a one of it’s kind media stunt. Without spending a single Euro in media the project instantly became world news. All parties involved acted as catalysts. Despite having an Oscar-nominated director on board, we invited Journalists of the biggest newspapers and selected influencers to participate in the actual experiment, multiplying our message and spreading their first hand experiences through their own channels. This organic reach got picked up by news channels from China to Canada, reaching half a billion people, renewing the public debate and creating a mindshift in society. Background Sea-Watch is a non-profit organization conducting civil search and rescue operations in the Mediterranean Sea. The organization acts politically and religiously independent. Since 2014 Sea-Watch participated in saving over 37.000 lives. While the refugee crisis in the Mediterranean along the world’s deadliest border continuous, its media coverage decreased heavily. The topic simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent. Describe the creative idea/insights (30% of vote) We’ve set up a one-of-it’s kind media Stunt.The refugee crisis in the Mediterranean along the world’s deadliest border simply lost its „news-value“ and with it Sea-watch’s vision and ongoing efforts fall silent.When we want their story to be heard again, we need it to be told by someone, the European society listens to.Likeminded. 5 Refugees who survived told us their story of their escape, and we let 40 Europeans experience in a simulation only a fragment of what it feels like to cross the Mediterranean.Thereby the participants of the experiment told the story of the refugees.A German proxy for a refugee’s story. Further the participants represented the German society in age, gender & profession to maximize the potential for the viewers identification.All experiences were captured in the documentary-short of the simulation “LIFEBOAT- The experiment“ by Oscar nominated director Sky Fitzgerald.A simple trick:A change of perspective driving a mindshift in society. Describe the strategy (20% of vote) A holistic campaign including off- and online media touch points as well as selected influencer drove traffic to our campaign website www.lifeboatexperiment.org. Here we invite people to inform, understand and feel the torture of each individual journey renewing the public debate. To guarantee an initial spark of the conversation we invited journalists of the biggest newspapers as well as selected influencer to participate in the experiment and report their first hand experiences. Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. Describe the execution (20% of vote) To make the refugee crisis a globally recognized problem again, we brought it closer; geographically and emotionally. Based on first hand experiences of five refugees who survived, the experiment was delicately designed to generate a maximum immersive experience serving and triggering all human senses.We set up a simulation attempting to remodel all conditions of a real escape. Darkness,waves,stress,anxiety,uncertainty simulated in a wave-pool of a maritime training center in North Germany. All emotions and experiences were captured under very controlled circumstances by Oscar-nominated Director Skye Fitzgerald in the documentary-short “LIFEBOAT- The experiment”.The documentary was hosted on a mobile-optimized website, spread across all channels by selected political influencer and classical media.To guarantee an initial spark of the conversation we invited a journalist of the biggest German newspaper to participate in the experiment.Facebook and Instagram Stories made it a trending topic online so that the issue got picked up internationally across the globe. List the results (30% of vote) More than just a simulation „LIFEBOAT - The experiment“ is a game changer for a NGO reaching out for global awareness & regaining media coverage. The experiment instantly became world news. After being covered by all major German news-channels international press from China to Canada picked it up, reaching half a billion people, trippling traffic to website and increased Brand interaction by 310%. But most importantly, with +1100 articles published, we gave people who suffer a voice to be heard again. Facebook, Instagram and twitter made it a trending topic online sparking an ongoing dialogue creating a mindshift in society. All without spending a single euro in media. And even though the campaigns solely focused on awareness, donations went up, too.