The Voiceless Campaign|活动|广告营销案例【ADGuider广告指南】

无声的运动

案例简介：见解、战略和想法: 变革的呼声席卷了北非。再往南，在津巴布韦，非洲大陆最残酷的独裁统治逮捕了那些仅仅谈论利比亚发生的事情的人。我们的客户是一家叫做津巴布韦的报纸。因为公开反对这个政权，它的车辆被烧毁，甚至它的供应商也被臭名昭著的穆加贝中央情报 Organisation 殴打。这份报纸不能依赖津巴布韦的街头销售。他们需要瞄准逃到南非甚至更远的国外的百万津巴布韦人。在一个比历史上任何时候都吵闹的全球新闻环境中，我们不得不向罗伯特 · 穆加贝急于粉碎的报纸出售订阅。我们需要一场打破沉默的运动，向世界展示津巴布韦政权想要保持沉默的东西。恰当地说，摄影新闻媒体将成为宣传体现言论自由的报纸品牌的有力工具。创意执行: 我们联系了过去一年在津巴布韦工作的每一位摄影记者，寻找照片。在这些地图上，津巴布韦的标志性地图被定位为空洞的言论泡沫，恳求采取行动。广告牌、印刷品和邮政海报将消费者引导到一个网站，在那里他们可以阅读、听到和定位这些事件。这些图像可以通过社交媒体传播，访问者可以将他们的声音添加到博客中。他们也可以购买/赞助订阅。对于没有互联网接入的贫困津巴布韦人来说，我们发明了一种全新的媒体: 语音信箱是安装在安全地方的简单电话设备 -- 使用户能够口头发表评论，南非的运营商直接将这些评论转录到博客上。恐惧阻止了津巴布韦媒体所有者组织这场运动，但是肖像的贴花包括了报纸的副本。当津巴布韦人看到我们被处决时，他们知道如何自己处决。结果和有效性: 在我们的头两个月，这场无声的运动使津巴布韦网站的点击率增加了 287%。津巴布韦的订阅基数每周增长 10%。超过一半的订阅是为津巴布韦境内的人购买的。我们利用政权强加的沉默，与世界对话。

无声的运动

案例简介：Insights, Strategy and the Idea: Calls for change have swept North Africa. Further south, in Zimbabwe, the continent’s most brutal dictatorship arrests people for simply speaking about what’s happening in Libya. Our client is a newspaper called THE ZIMBABWEAN. For speaking-out against this regime, its vehicles are burned, and even its vendors are beaten by Mugabe's notorious Central Intelligence Organisation. This newspaper could not rely on street sales in Zimbabwe. They needed to target over a million Zimbabweans who have fled to South Africa and even further abroad. In a global news environment that was noisier than any in history, we had to sell subscriptions to a newspaper Robert Mugabe was desperate to crush. We needed a campaign that would break the silence by showing the world what the Zimbabwean regime wanted to keep quiet. Fittingly, the medium of photojournalism would become a powerful tool for advertising a newspaper brand that embodied free speech. Creative Execution: We approached every photojournalist who had managed to work in Zimbabwe over the past year for images. Onto these the iconic map of Zimbabwe was positioned to appear as an empty speech bubble, imploring action. Billboards, print and P.O.S posters directed consumers to a website where they could read, hear and locate the incidents. The imagery could be disseminated via social media and visitors could add their voices to the blog. They could also purchase/sponsor subscriptions. For poorer Zimbabweans without internet access to participate online, we invented an entirely new medium: VoiceBoxes were simple telephonic devices installed in safe places –enabling users to make comments orally which operators in South Africa transcribed directly to the blog. Fear precluded media owners in Zimbabwe from running the campaign, but decals of the iconography were included copies of the paper. When Zimbabweans saw our executions, they knew exactly how to make their own. Results and Effectiveness: In our first two months, The Voiceless Campaign has increased hits to THE ZIMBABWEAN website by 287%. THE ZIMBABWEAN’s subscription base is growing by 10 % weekly. Over half these subscriptions are bought for people inside Zimbabwe. We used the silence the regime imposed, to talk to the world.