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捐赠歌曲
案例简介：描述客户的简报: 在传统的街头收藏中，救世军每年都会唱同样著名的圣诞颂歌。这意味着该组织接触的人越来越少，尤其缺乏对年轻捐赠者的吸引力。为了接触到年轻的目标观众，我们的策略是让救世军看起来出奇的年轻，而不失去其众所周知的歌唱传统 -- 毕竟, 还有很多其他音乐家在他们的歌曲上取得了很大的成功。 描述促销如何从概念发展到实施: 我们的想法是询问瑞士音乐明星他们是否愿意将他们的热门歌曲捐赠给救世军。瑞士一些最著名的乐队参加了，允许救世军免费演唱他们的歌曲，其中几支在瑞士单曲排行榜上排名第一。这最终使救世军能够在街上演唱大牌明星的歌曲，这些明星在瑞士年轻人中有巨大的粉丝基础。救世军在街上摇摆和说唱，吸引了人们的注意力，给了它一个更年轻的形象。 解释为什么促销方法与产品或服务最相关: 每个人都看到救世军在街上唱歌。每个人都知道捐赠的点击率。但事实上，救世军 -- 一直有着严肃但稍微无聊的名声 -- 就像以前一样出现在街上，但这次唱热门歌曲, 困惑的人 -- 但以积极的方式。尽管救世军每年都在那里做什么 -- 也就是唱歌。 描述客户和消费者的成功促销，包括一些可量化的结果: 电视和广播电台、报纸和网站进行的报道在全国范围内达到 65% 的渗透率。使用传统广告实现类似的结果需要 550,000 瑞士法郎的媒体预算，即比我们整个通信预算多 7 倍。歌曲捐赠不仅在大众媒体上有效，而且在街上也有效。年轻人反应积极，救世军成了话题。它还帮助阻止了下滑，并扭转了局面，尽管来自其他慈善机构的竞争，但捐款总额约为 150万瑞士法郎。
捐赠歌曲
案例简介：Describe the brief from the client: During their traditional street collections, the Salvation Army sings the same well-known Christmas carols every year. This means the organisation is reaching fewer and fewer people and particularly lacks appeal to younger donators. To reach a young target audience, our strategy was to make the Salvation Army appear surprisingly younger without losing its well-known singing tradition – after all, there are plenty of other musicians who have a lot of success with their songs. Describe how the promotion developed from concept to implementation: Our idea was to ask Swiss music stars whether they would be willing to donate one of their hit songs to the Salvation Army. Some of the most famous bands in Switzerland took part, allowing the Salvation Army to sing their songs for free, several of which had been number one hits in the Swiss singles charts. This eventually enabled the Salvation Army to sing songs on the street from big-name stars who have an enormous fan base among young people in Switzerland. The Salvation Army was out rocking and rapping on the streets, attracting attention and giving it a younger image. Explain why the method of promotion was most relevant to the product or service: Everyone has seen the Salvation Army singing on the street. Everyone knows the hits that were donated. But the fact that the Salvation Army – which had always had a serious but slightly boring reputation – was out on the streets just like before but this time singing hit songs, confused people – but in a positive way. And that was despite the fact that the Salvation Army was out there doing what it does every year – namely singing. Describe the success of the promotion with both client and consumer including some quantifiable results: The reporting carried out by TV and radio stations, newspapers and websites achieved 65% penetration countrywide. Achieving similar results using conventional advertising would have required a media budget of Swiss francs 550,000, i.e. seven times more than our entire communications budget. The song donations were effective not only in the mass media but also out on the street. Young people reacted positively and the Salvation Army became a topic of conversation. It also helped to halt the slide and turn things around in terms of donations, which amounted to around Swiss francs 1.5 million, despite competition from other charities.
Donated Songs
案例简介：描述客户的简报: 在传统的街头收藏中，救世军每年都会唱同样著名的圣诞颂歌。这意味着该组织接触的人越来越少，尤其缺乏对年轻捐赠者的吸引力。为了接触到年轻的目标观众，我们的策略是让救世军看起来出奇的年轻，而不失去其众所周知的歌唱传统 -- 毕竟, 还有很多其他音乐家在他们的歌曲上取得了很大的成功。 描述促销如何从概念发展到实施: 我们的想法是询问瑞士音乐明星他们是否愿意将他们的热门歌曲捐赠给救世军。瑞士一些最著名的乐队参加了，允许救世军免费演唱他们的歌曲，其中几支在瑞士单曲排行榜上排名第一。这最终使救世军能够在街上演唱大牌明星的歌曲，这些明星在瑞士年轻人中有巨大的粉丝基础。救世军在街上摇摆和说唱，吸引了人们的注意力，给了它一个更年轻的形象。 解释为什么促销方法与产品或服务最相关: 每个人都看到救世军在街上唱歌。每个人都知道捐赠的点击率。但事实上，救世军 -- 一直有着严肃但稍微无聊的名声 -- 就像以前一样出现在街上，但这次唱热门歌曲, 困惑的人 -- 但以积极的方式。尽管救世军每年都在那里做什么 -- 也就是唱歌。 描述客户和消费者的成功促销，包括一些可量化的结果: 电视和广播电台、报纸和网站进行的报道在全国范围内达到 65% 的渗透率。使用传统广告实现类似的结果需要 550,000 瑞士法郎的媒体预算，即比我们整个通信预算多 7 倍。歌曲捐赠不仅在大众媒体上有效，而且在街上也有效。年轻人反应积极，救世军成了话题。它还帮助阻止了下滑，并扭转了局面，尽管来自其他慈善机构的竞争，但捐款总额约为 150万瑞士法郎。
Donated Songs
案例简介：Describe the brief from the client: During their traditional street collections, the Salvation Army sings the same well-known Christmas carols every year. This means the organisation is reaching fewer and fewer people and particularly lacks appeal to younger donators. To reach a young target audience, our strategy was to make the Salvation Army appear surprisingly younger without losing its well-known singing tradition – after all, there are plenty of other musicians who have a lot of success with their songs. Describe how the promotion developed from concept to implementation: Our idea was to ask Swiss music stars whether they would be willing to donate one of their hit songs to the Salvation Army. Some of the most famous bands in Switzerland took part, allowing the Salvation Army to sing their songs for free, several of which had been number one hits in the Swiss singles charts. This eventually enabled the Salvation Army to sing songs on the street from big-name stars who have an enormous fan base among young people in Switzerland. The Salvation Army was out rocking and rapping on the streets, attracting attention and giving it a younger image. Explain why the method of promotion was most relevant to the product or service: Everyone has seen the Salvation Army singing on the street. Everyone knows the hits that were donated. But the fact that the Salvation Army – which had always had a serious but slightly boring reputation – was out on the streets just like before but this time singing hit songs, confused people – but in a positive way. And that was despite the fact that the Salvation Army was out there doing what it does every year – namely singing. Describe the success of the promotion with both client and consumer including some quantifiable results: The reporting carried out by TV and radio stations, newspapers and websites achieved 65% penetration countrywide. Achieving similar results using conventional advertising would have required a media budget of Swiss francs 550,000, i.e. seven times more than our entire communications budget. The song donations were effective not only in the mass media but also out on the street. Young people reacted positively and the Salvation Army became a topic of conversation. It also helped to halt the slide and turn things around in terms of donations, which amounted to around Swiss francs 1.5 million, despite competition from other charities.
捐赠歌曲
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Donated Songs
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基本信息
- 广告战役： #The Salvation Army-推广与活动-be72#
- 广告品牌： The Salvation Army
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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