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Rang-tan
案例简介：为什么这项工作与PR相关？ Rang-tan是一个不可否认的公关成功故事。我们经常受到客户的挑战，以显示与广告相比，赚钱媒体的影响，而具有讽刺意味的是，我们实现了参与度，即使是拥有数百万英镑预算的广告商也只能梦想。广告浏览了8000万多次，获得了800多个报道，媒体宣布零售商 “赢得了圣诞节”，该活动完美地展示了 “真正的” 宣传如何在影响和影响方面超越广告支出。 背景 每年，英国零售商都会为圣诞节广告而战，以创造比其他任何广告都更大的影响力。为了保持对环境的持续承诺，冰岛冷冻食品超市选择使用 “rang-tan”-绿色和平组织制作的一部短片，解释了棕榈油生产造成的毁灭性森林砍伐。90秒的广告强调了冰岛作为第一家从自有品牌食品中去除棕榈油成分的英国超市的作用; 今年早些时候通过我们的 “棕榈油警报呼吁” 活动宣布了一项承诺。 然后，在即将在电视上播出的一周前，该广告未能被清除以进行广播，这使冰岛面临着失去的机会，无法向世界讲述棕榈油生产中森林砍伐所造成的危害-而且没有圣诞节广告，潜在的商业破坏性情况。冰岛的营销团队需要一个快速的b计划。 描述创意 (投票20%) 冰岛的广告没有在电视上播出，这使得该公司面临圣诞节，无法继续其重要使命。这是一场赌博，但我们的直觉告诉我们，“从来没有的圣诞广告” 可能被证明是 “改变世界的圣诞广告”，我们是对的。核心的创造性资产借鉴了最古老的沟通方式; 它讲述了一个故事，简化了问题的复杂性，并用与人类相关的树栖哺乳动物来代表它。经过精心磨练的媒体策略，旨在为这一特殊内容创造真正的 “时刻”，可以完全超越付费广播，在一年中的关键时刻向更广泛的受众传达冰岛衷心的棕榈油信息，国内外，目的是实现真正的变革。 描述公关策略 (投票30%) 我们的挑战: 在圣诞节期间播放电视广告，而不会出现在电视上。先前的研究表明，消费者对棕榈油问题的认识和兴趣较低，因此继续打击这一问题，同时无法在电视上展示广告是一个重大障碍。 此外，当广告未播出的消息公开时，开始发生两件事; 愤世嫉俗的假设的传播，即冰岛故意策划了这种情况以进行宣传，以及对Clearcast的轰炸，引起了愤怒的消费者的抱怨。前者特别痛苦，因为冰岛已经投资了数百万英镑，并经历了艰苦的过程来从其产品中去除棕榈油。我们需要迅速将广告定位为针对英国公众的病毒式宣传，并防止因对阶段性公关的沉默或冷嘲热讽而激怒有关棕榈油的极其重要的信息。 描述PR执行情况 (投票20%) 我们必须谨慎地传达这不是针对Clearcast的战争，并且该广告并未因其内容过于政治化而被拒绝批准，而与绿色和平组织的联系被认为过于政治化。 主要媒体在禁运下进行了简报，11月9日，当广告第一次应该在电视上播放时，我们安排了对冰岛董事总经理Richard Walker的一系列全面采访，以解释冰岛的意图。清晨，他出现在Radio4 Today节目 (1mn听众基地) 上，以打破有关情况的消息。随后进行了一系列广播和新闻采访。 我们在冰岛的网站和拥有的社交渠道上展示了广告。关键影响者参与其中，许多人有机地参与其中，包括斯蒂芬·弗莱、里奇·热尔维斯、詹姆斯·科登和环境国务秘书迈克尔·戈夫，他们在社交网站上分享了这一信息。 列出结果 (投票30%) 必须至少包括以下两层: • 8000万 + 广告视图 • 800篇报道，包括每个国家的报纸和广播媒体 • 250 + 媒体咨询处理 • 2.67亿 + 社交活动，8.2亿次参与 • 棕榈油谷歌搜索10,000%，Twitter提到61,900% • 由公众发起的请愿书，吸引了1mn + 签名，以支持在电视上获得广告 • 超过1,000所学校联系了冰岛和绿色和平组织参与其中 • 广告被Kantar Millward Brown评为最强大的2018年 • 冰岛的YouGov品牌嗡嗡声得分达到历史新高; 在2018年12月，它的得分继续高于竞争对手Tesco，Sainsbury's和Morrisons 一项民意调查消费者研究 (3月2019) 显示: • 英国消费者对棕榈油的认识增加了7% %，达到73.5% %-额外增加了460万人 • 64% 的英国消费者表示，在冰岛移除棕榈油后，他们更有可能在冰岛购物 • 冰岛在英国竞争对手中被评为最环保的超市 (在11个超市中排名第9) 公司回应: • 活动启动四天后，总部位于马来西亚的非政府组织RSPO (可持续棕榈油圆桌会议) 投票决定将 “不毁林” 纳入其新原则 • 12月10日-亚洲最大的农业综合企业集团和世界上最大的棕榈油贸易商，总部位于新加坡的Wilmar International发布了一项行动计划，以绘制和监控其所有供应商。如果实施，这将使供应世界40% 棕榈油的棕榈油巨头向最终消除其供应链中的森林砍伐又迈进了一步 • 竞争对手Ocado推出了无棕榈油通道 描述公关活动的有效性 由于广告的观看次数超过8000万次，覆盖范围超过800，冰岛的团队毕竟能够利用圣诞节来吸引更广泛的受众。即使在世界的另一端，也迅速采取了实现真正变革的行动，人们也听到了这一信息。 • 广告被Kantor Millward Brown评为最强大的2018年 • 英国消费者对棕榈油增长的意识增加了7% %，相当于全国460万人 (一项民意调查) • 冰岛被评为英国竞争对手中最环保的超市 (一项民意调查) 有影响力的评论包括来自美国环境保护主义者和环境网站mongabay.com创始人Rhett Butler的评论: “由于冰岛的广告，人们对棕榈油的认识大大提高了。实际上，这非常令人惊讶。似乎全球对这个问题的兴趣达到了历史最高水平。“
Rang-tan
案例简介：Why is this work relevant for PR? Rang-tan acts as an undeniable PR success story. We are often challenged by clients to show the impact of earned media compared, side-by-side with advertising and the irony with this campaign is that we achieved engagement of which even advertisers with multi-million pound budgets can only dream. With the advert viewed over 80 million times, more than 800 pieces of coverage secured and the media declaring that the retailer had “won Christmas”, the campaign perfectly demonstrates how ‘real’ advocacy can eclipse advertising spend in terms of impact and reach when it is truly earned. Background Each year, UK retailers battle it out for their Christmas adverts to create more impact than any other. In keeping with its on-going commitment to the environment, frozen foods supermarket Iceland had elected to use ‘Rang-tan’ – a short film developed by Greenpeace explaining the devastating deforestation caused as a result of palm oil production. The 90-second advert highlighted Iceland’s role as the first UK supermarket to remove palm oil as an ingredient from its own brand food; a commitment announced earlier in the year with our ‘palm oil alarm call’ campaign. Then, a week before it was due to air on TV, the advert failed to be cleared for broadcast, leaving Iceland facing a lost opportunity to tell the world about the harm done by deforestation in palm oil production – and without a Christmas ad, a potentially commercially devastating situation. Iceland’s marketing team needed a plan B, fast. Describe the creative idea (20% of vote) Iceland’s advert not being cleared to air on TV left the business facing Christmas without being able to continue its important mission. It was a gamble, but our instinct told us that “the Christmas ad that never was” could prove to be “the Christmas ad that changed the world”, and we were right. The creative asset at the core drew on the oldest method of communication; it told a story, simplifying the complexity of the issue and representing it with an arboreal mammal relatable to humans. A carefully honed earned media strategy designed to create a true 'moment in time' for this exceptional piece of content could leapfrog paid broadcast altogether, delivering Iceland’s heartfelt palm oil message to a much broader audience at a key time of year, at home and abroad, with the aim of effecting real change. Describe the PR strategy (30% of vote) Our challenge: to show a TV ad at Christmas without it appearing on TV. Previous research had revealed the low consumer awareness and interest around palm oil issues, so continuing to combat that whilst being unable to show the ad on TV presented a significant hurdle. Additionally, when news of the ad not being broadcast became public, two things began to happen; the spread of the cynical assumption that Iceland had engineered the situation deliberately to garner publicity, and the bombardment of Clearcast with complaints from angry consumers. The former was particularly painful, as Iceland had invested millions of pounds and endured a painstaking process to remove palm oil from its products. We needed to rapidly position the ad as a viral campaign, aimed at the British public and prevent the dilution of the hugely important message about palm oil with anger about perceived silencing or cynicism about staged PR. Describe the PR execution (20% of vote) We had to be careful to communicate that this was not a war against Clearcast and that the advert had not been refused clearance on the grounds that its content was too political, rather the association with Greenpeace was considered too political. Key media were briefed under embargo and on November 9, when the advert should have been shown on TV for the first time, we scheduled a comprehensive series of interviews for Iceland Managing Director, Richard Walker, to explain Iceland’s intentions. Early morning he appeared on the Radio4 Today programme (13mn+ listener base) to break the news of the situation. This was followed by a succession of broadcast and press interviews. We showcased the advert on Iceland’s website and owned social channels. Key influencers were engaged, many organically, including Stephen Fry, Ricky Gervais, James Corden and Secretary of State for Environment, Michael Gove to share the message on social. List the results (30% of vote) must include at least two of the following tiers: •80mn+ views of advert •800 pieces of coverage, including every national paper and broadcast media outlet •250+ media enquiries handled •267mn+ on social, 82mn engagements •Palm oil Google searches up 10,000%, Twitter mentions up 61,900% •Petition launched by a member of the public, attracting 1mn+ signatures in support of getting the ad on TV •Over 1,000 schools contacted Iceland and Greenpeace to get involved •Advert named the most powerful of 2018 by Kantar Millward Brown •Iceland’s YouGov Brand Buzz score reached an all-time high; in December 2018, it continued to score higher than competitors Tesco, Sainsbury’s and Morrisons One Poll consumer research (March 2019), revealed: •UK consumer awareness of what palm oil is grew by 7%, to 73.5% – an extra 4.6mn people •64% of UK consumers say they’re more likely to shop at Iceland following its removal of palm oil •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (up from 9th out of 11) Corporate response: •Four days after the campaign launch, Malaysia-based NGO the RSPO (Roundtable on Sustainable Palm Oil) voted to incorporate ‘no deforestation’ into its new principles •December 10 – Asia’s biggest agribusiness group and the world’s largest palm oil trader, Singapore-based Wilmar International, published an action plan to map and monitor all of its suppliers. If implemented, this would put the palm oil giant, that supplies 40% of the world’s palm oil, one step closer to finally eliminating deforestation from its supply chain •Competitor Ocado has introduced a palm oil-free aisle Describe the effectiveness of the PR campaign With the advert viewed over 80 million times and more than 800 pieces of coverage, the team at Iceland had, after all, been able to utilise Christmas to reach an even broader audience. The message was heard loud and clear, even on the other side of the world where action towards real change quickly followed. •Advert named the most powerful of 2018 by Kantor Millward Brown •Awareness of what palm oil is grew by 7% amongst UK consumers, the equivalent of 4.6mn people nationally (One Poll) •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (One Poll) Influencer commentary included this from American conservationist and founder of environmental website, mongabay.com, Rhett Butler: “There’s been a huge spike in awareness about palm oil because of the Iceland ad. It was quite astonishing, actually. It seems like global interest in this issue is at an all-time high.”
Rang-tan
案例简介：为什么这项工作与PR相关？ Rang-tan是一个不可否认的公关成功故事。我们经常受到客户的挑战，以显示与广告相比，赚钱媒体的影响，而具有讽刺意味的是，我们实现了参与度，即使是拥有数百万英镑预算的广告商也只能梦想。广告浏览了8000万多次，获得了800多个报道，媒体宣布零售商 “赢得了圣诞节”，该活动完美地展示了 “真正的” 宣传如何在影响和影响方面超越广告支出。 背景 每年，英国零售商都会为圣诞节广告而战，以创造比其他任何广告都更大的影响力。为了保持对环境的持续承诺，冰岛冷冻食品超市选择使用 “rang-tan”-绿色和平组织制作的一部短片，解释了棕榈油生产造成的毁灭性森林砍伐。90秒的广告强调了冰岛作为第一家从自有品牌食品中去除棕榈油成分的英国超市的作用; 今年早些时候通过我们的 “棕榈油警报呼吁” 活动宣布了一项承诺。 然后，在即将在电视上播出的一周前，该广告未能被清除以进行广播，这使冰岛面临着失去的机会，无法向世界讲述棕榈油生产中森林砍伐所造成的危害-而且没有圣诞节广告，潜在的商业破坏性情况。冰岛的营销团队需要一个快速的b计划。 描述创意 (投票20%) 冰岛的广告没有在电视上播出，这使得该公司面临圣诞节，无法继续其重要使命。这是一场赌博，但我们的直觉告诉我们，“从来没有的圣诞广告” 可能被证明是 “改变世界的圣诞广告”，我们是对的。核心的创造性资产借鉴了最古老的沟通方式; 它讲述了一个故事，简化了问题的复杂性，并用与人类相关的树栖哺乳动物来代表它。经过精心磨练的媒体策略，旨在为这一特殊内容创造真正的 “时刻”，可以完全超越付费广播，在一年中的关键时刻向更广泛的受众传达冰岛衷心的棕榈油信息，国内外，目的是实现真正的变革。 描述公关策略 (投票30%) 我们的挑战: 在圣诞节期间播放电视广告，而不会出现在电视上。先前的研究表明，消费者对棕榈油问题的认识和兴趣较低，因此继续打击这一问题，同时无法在电视上展示广告是一个重大障碍。 此外，当广告未播出的消息公开时，开始发生两件事; 愤世嫉俗的假设的传播，即冰岛故意策划了这种情况以进行宣传，以及对Clearcast的轰炸，引起了愤怒的消费者的抱怨。前者特别痛苦，因为冰岛已经投资了数百万英镑，并经历了艰苦的过程来从其产品中去除棕榈油。我们需要迅速将广告定位为针对英国公众的病毒式宣传，并防止因对阶段性公关的沉默或冷嘲热讽而激怒有关棕榈油的极其重要的信息。 描述PR执行情况 (投票20%) 我们必须谨慎地传达这不是针对Clearcast的战争，并且该广告并未因其内容过于政治化而被拒绝批准，而与绿色和平组织的联系被认为过于政治化。 主要媒体在禁运下进行了简报，11月9日，当广告第一次应该在电视上播放时，我们安排了对冰岛董事总经理Richard Walker的一系列全面采访，以解释冰岛的意图。清晨，他出现在Radio4 Today节目 (1mn听众基地) 上，以打破有关情况的消息。随后进行了一系列广播和新闻采访。 我们在冰岛的网站和拥有的社交渠道上展示了广告。关键影响者参与其中，许多人有机地参与其中，包括斯蒂芬·弗莱、里奇·热尔维斯、詹姆斯·科登和环境国务秘书迈克尔·戈夫，他们在社交网站上分享了这一信息。 列出结果 (投票30%) 必须至少包括以下两层: • 8000万 + 广告视图 • 800篇报道，包括每个国家的报纸和广播媒体 • 250 + 媒体咨询处理 • 2.67亿 + 社交活动，8.2亿次参与 • 棕榈油谷歌搜索10,000%，Twitter提到61,900% • 由公众发起的请愿书，吸引了1mn + 签名，以支持在电视上获得广告 • 超过1,000所学校联系了冰岛和绿色和平组织参与其中 • 广告被Kantar Millward Brown评为最强大的2018年 • 冰岛的YouGov品牌嗡嗡声得分达到历史新高; 在2018年12月，它的得分继续高于竞争对手Tesco，Sainsbury's和Morrisons 一项民意调查消费者研究 (3月2019) 显示: • 英国消费者对棕榈油的认识增加了7% %，达到73.5% %-额外增加了460万人 • 64% 的英国消费者表示，在冰岛移除棕榈油后，他们更有可能在冰岛购物 • 冰岛在英国竞争对手中被评为最环保的超市 (在11个超市中排名第9) 公司回应: • 活动启动四天后，总部位于马来西亚的非政府组织RSPO (可持续棕榈油圆桌会议) 投票决定将 “不毁林” 纳入其新原则 • 12月10日-亚洲最大的农业综合企业集团和世界上最大的棕榈油贸易商，总部位于新加坡的Wilmar International发布了一项行动计划，以绘制和监控其所有供应商。如果实施，这将使供应世界40% 棕榈油的棕榈油巨头向最终消除其供应链中的森林砍伐又迈进了一步 • 竞争对手Ocado推出了无棕榈油通道 描述公关活动的有效性 由于广告的观看次数超过8000万次，覆盖范围超过800，冰岛的团队毕竟能够利用圣诞节来吸引更广泛的受众。即使在世界的另一端，也迅速采取了实现真正变革的行动，人们也听到了这一信息。 • 广告被Kantor Millward Brown评为最强大的2018年 • 英国消费者对棕榈油增长的意识增加了7% %，相当于全国460万人 (一项民意调查) • 冰岛被评为英国竞争对手中最环保的超市 (一项民意调查) 有影响力的评论包括来自美国环境保护主义者和环境网站mongabay.com创始人Rhett Butler的评论: “由于冰岛的广告，人们对棕榈油的认识大大提高了。实际上，这非常令人惊讶。似乎全球对这个问题的兴趣达到了历史最高水平。“
Rang-tan
案例简介：Why is this work relevant for PR? Rang-tan acts as an undeniable PR success story. We are often challenged by clients to show the impact of earned media compared, side-by-side with advertising and the irony with this campaign is that we achieved engagement of which even advertisers with multi-million pound budgets can only dream. With the advert viewed over 80 million times, more than 800 pieces of coverage secured and the media declaring that the retailer had “won Christmas”, the campaign perfectly demonstrates how ‘real’ advocacy can eclipse advertising spend in terms of impact and reach when it is truly earned. Background Each year, UK retailers battle it out for their Christmas adverts to create more impact than any other. In keeping with its on-going commitment to the environment, frozen foods supermarket Iceland had elected to use ‘Rang-tan’ – a short film developed by Greenpeace explaining the devastating deforestation caused as a result of palm oil production. The 90-second advert highlighted Iceland’s role as the first UK supermarket to remove palm oil as an ingredient from its own brand food; a commitment announced earlier in the year with our ‘palm oil alarm call’ campaign. Then, a week before it was due to air on TV, the advert failed to be cleared for broadcast, leaving Iceland facing a lost opportunity to tell the world about the harm done by deforestation in palm oil production – and without a Christmas ad, a potentially commercially devastating situation. Iceland’s marketing team needed a plan B, fast. Describe the creative idea (20% of vote) Iceland’s advert not being cleared to air on TV left the business facing Christmas without being able to continue its important mission. It was a gamble, but our instinct told us that “the Christmas ad that never was” could prove to be “the Christmas ad that changed the world”, and we were right. The creative asset at the core drew on the oldest method of communication; it told a story, simplifying the complexity of the issue and representing it with an arboreal mammal relatable to humans. A carefully honed earned media strategy designed to create a true 'moment in time' for this exceptional piece of content could leapfrog paid broadcast altogether, delivering Iceland’s heartfelt palm oil message to a much broader audience at a key time of year, at home and abroad, with the aim of effecting real change. Describe the PR strategy (30% of vote) Our challenge: to show a TV ad at Christmas without it appearing on TV. Previous research had revealed the low consumer awareness and interest around palm oil issues, so continuing to combat that whilst being unable to show the ad on TV presented a significant hurdle. Additionally, when news of the ad not being broadcast became public, two things began to happen; the spread of the cynical assumption that Iceland had engineered the situation deliberately to garner publicity, and the bombardment of Clearcast with complaints from angry consumers. The former was particularly painful, as Iceland had invested millions of pounds and endured a painstaking process to remove palm oil from its products. We needed to rapidly position the ad as a viral campaign, aimed at the British public and prevent the dilution of the hugely important message about palm oil with anger about perceived silencing or cynicism about staged PR. Describe the PR execution (20% of vote) We had to be careful to communicate that this was not a war against Clearcast and that the advert had not been refused clearance on the grounds that its content was too political, rather the association with Greenpeace was considered too political. Key media were briefed under embargo and on November 9, when the advert should have been shown on TV for the first time, we scheduled a comprehensive series of interviews for Iceland Managing Director, Richard Walker, to explain Iceland’s intentions. Early morning he appeared on the Radio4 Today programme (13mn+ listener base) to break the news of the situation. This was followed by a succession of broadcast and press interviews. We showcased the advert on Iceland’s website and owned social channels. Key influencers were engaged, many organically, including Stephen Fry, Ricky Gervais, James Corden and Secretary of State for Environment, Michael Gove to share the message on social. List the results (30% of vote) must include at least two of the following tiers: •80mn+ views of advert •800 pieces of coverage, including every national paper and broadcast media outlet •250+ media enquiries handled •267mn+ on social, 82mn engagements •Palm oil Google searches up 10,000%, Twitter mentions up 61,900% •Petition launched by a member of the public, attracting 1mn+ signatures in support of getting the ad on TV •Over 1,000 schools contacted Iceland and Greenpeace to get involved •Advert named the most powerful of 2018 by Kantar Millward Brown •Iceland’s YouGov Brand Buzz score reached an all-time high; in December 2018, it continued to score higher than competitors Tesco, Sainsbury’s and Morrisons One Poll consumer research (March 2019), revealed: •UK consumer awareness of what palm oil is grew by 7%, to 73.5% – an extra 4.6mn people •64% of UK consumers say they’re more likely to shop at Iceland following its removal of palm oil •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (up from 9th out of 11) Corporate response: •Four days after the campaign launch, Malaysia-based NGO the RSPO (Roundtable on Sustainable Palm Oil) voted to incorporate ‘no deforestation’ into its new principles •December 10 – Asia’s biggest agribusiness group and the world’s largest palm oil trader, Singapore-based Wilmar International, published an action plan to map and monitor all of its suppliers. If implemented, this would put the palm oil giant, that supplies 40% of the world’s palm oil, one step closer to finally eliminating deforestation from its supply chain •Competitor Ocado has introduced a palm oil-free aisle Describe the effectiveness of the PR campaign With the advert viewed over 80 million times and more than 800 pieces of coverage, the team at Iceland had, after all, been able to utilise Christmas to reach an even broader audience. The message was heard loud and clear, even on the other side of the world where action towards real change quickly followed. •Advert named the most powerful of 2018 by Kantor Millward Brown •Awareness of what palm oil is grew by 7% amongst UK consumers, the equivalent of 4.6mn people nationally (One Poll) •Iceland ranked as the most environmentally friendly supermarket amongst its UK competitors (One Poll) Influencer commentary included this from American conservationist and founder of environmental website, mongabay.com, Rhett Butler: “There’s been a huge spike in awareness about palm oil because of the Iceland ad. It was quite astonishing, actually. It seems like global interest in this issue is at an all-time high.”
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基本信息
- 广告战役： #Iceland Foods Ltd-网络-97d2#
- 广告品牌： Iceland Foods Ltd
- 发布日期： 2000
- 行业领域： 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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