Losev - Change the end|微电影|广告营销案例【ADGuider广告指南】

Losev-改变结局

案例简介：为什么这项工作与娱乐有关？这部作品是关于重新创作一部非常具有标志性的土耳其电影，通过改变其最终场景来塑造流行文化。通过这样做，我们设法以一种非常自然、相关和有影响力的方式传递我们的信息。背景 LOSEV是一家土耳其健康基金会，为1998年成立的白血病儿童提供服务。 2018是LOSEV成立20周年，基金会希望借此机会提高人们对白血病的认识并增加捐款。这场运动的主要挑战是以非常有限的预算创造巨大的影响。描述创造性的想法最大的想法是为土耳其电影史上最悲伤的电影之一 (标题: 我亲爱的兄弟-1973) 创造一个替代结局。这部电影是关于一个患有白血病的小男孩。他最大的愿望是在家里有一台电视，他的哥哥们想尽一切办法为他买电视，但不幸的是，他在看电视之前就快要死了。因此，为了突出LOSEV改变命运的角色，我们决定改变电影著名的最后一幕，并以一个幸福的结局。在这个新的最后一幕中，老大哥把电视带回家，就像原来的电影一样，但是他没有发现他的小弟弟死了，而是叫醒了他，他们开始一起看电视。描述策略该策略旨在强调白血病患儿存活率的巨大差异。早在70年代，白血病患儿的平均存活率约为10%，但今天这一比率已增加到94% %。LOSEV在这一时期发挥了关键作用，通过说服人们只要有足够的专科医院和医生就可以治疗白血病，从而提高人们对白血病的认识。因此，我们想向人们展示，如果他们继续支持LOSEV，他们可以了解许多白血病儿童的命运。描述执行为了重新拍摄这个新的结局场景，对原始房屋进行了相同的重建。塑料面具的设计是为了创造原始演员的面孔。传奇明星Tarik Akan的儿子扮演了父亲的角色。原来船员中的每个人都热情洋溢地加入进来。我们刚刚在网上发布了新的结局场景，几乎没有媒体预算。突然间，它无处不在。具有新结局的全长电影再次在国家电视台和部分电影院放映，为l ö sev的筹款活动开幕晚会。该活动于2018年11月7日发起，并于12月7日结束。制作和媒体的总预算为37.000美元。制作和媒体预算的很大一部分已被无偿支付。描述结果到达范围: Twitter: 1.099.195 Youtube: 572.000 Facebook: 597.400 PR覆盖范围: 771.263美元该活动在188媒体上进行了报道。 (9家全国性报纸，7家地方性报纸，21家电视频道，151家在线新闻网站) 影响: 与2018第三季度相比，第四季度的捐款2018 30% 增加。

Losev-改变结局

案例简介：Why is this work relevant for Entertainment? This work is all about re-creating a very iconic Turkish movie that shaped the popular culture by changing its final scene. By doing so we managed to deliver our message in a very natural, relevant and impactful way. Background LOSEV is a Turkish health foundation for children who have leukemia founded in 1998. 2018 was the 20th anniversary of LOSEV and the foundation wanted to use that opportunity to raise awareness about leukemia and increase the donations. The main challenge for this campaign was to create big impact with a very limited budget. Describe the creative idea The big idea was to create an alternate ending for one of the saddest movie (Title: My Dear Brother-1973) of Turkish cinema history. The film was about a little boy with leukemia. His biggest wish was to have a television at home, his older brothers were trying everything to get it for him, but unfortunately he was dying just before he can watch it. So in order to highlight the fate changing role of the LOSEV, we've decided to change the famous final scene of the movie with a happy ending. In this new final scene, the big brother brought the television home, just like in the original film, but instead of finding his little brother dead, he waked him up and they started to watch the television together with joy. Describe the strategy The strategy was all about the stressing out the dramatic difference in the survival rate of kids with leukemia. Back in the 70's the average survival rate for kids with leukemia was around %10 but today this rate has increased to 94%. LOSEV played a key role in this period in terms of raising awareness about leukemia by convincing people that leukemia can be treated as long as there's enough specialized hospitals and doctors. Therefore we wanted to show people that if they keep supporting LOSEV they can the fate of many children with leukemia. Describe the execution To reshoot this new ending scene, the original home was identically rebuilt. Plastics masques were designed to create the faces of the original actors. The son of the legendary star Tarik Akan, played his father’s role. Everyone alive from the original crew passionately chipped in. We just posted the new ending scene online with literally no media budget. And suddenly, it was everywhere.The full length movie with the new ending was screened again on national TV and in selected movie theaters, opening galas serving as fundraising events for Lösev. The campaign was launched on November 7th 2018 and ended on December 7th. The total budget for production and media was USD 37.000. A huge part of the production and media budget has been covered as pro-bono. Describe the outcome Reach : Twitter: 1.099.195 Youtube: 572.000 Facebook: 597.400 PR Coverage : 771.263 USD The campaign was featured in 188 media outlets. (9 National Newspaper, 7 Local Newspaper, 21 TV Channels, 151 Online News Site) Impact : Donations in Q4 2018 increased 30% compared to Q3 2018.