The World's Biggest Asshole|海报/平面|广告营销案例【ADGuider广告指南】

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世界上最大的混蛋

案例简介：执行从简报到发布，花了 18 个月的时间让 “世界上最大的混蛋” 栩栩如生。为了启动这项运动，我们举办了一次 “唤醒”，在那里我们首次公开放映了 “世界上最大的混蛋”。我们也有额外的 “混蛋” 处决，包括电影院、横幅、户外,因为千禧一代的人在网上消费内容，并且活跃在社交网络上，我们将这项活动锚定在 YouTube 上。此外，通过以角色的名义而不是捐赠的生活账户发帖，我们将 PSA 工作的一面保密，直到电影结束。这有助于激发有机共享。发布后，核心视频在 76 个以上的国家疯传，观看次数超过 8000万次。视频的巨大影响持续了一个多月，连锁反应持续了几个月。战略千禧一代是迷失的一代。他们不会被痛苦的 PSAs 和不消费传统媒体。难怪他们的注册号严重低于指数。但这并不意味着他们是无情的。我们发现千禧一代的男人喜欢在网上看长格式的视频，并且喜欢黑色幽默。“世界上最大的混蛋” 被定位在 YouTube 上。通过以角色的假名发布视频，视频的娱乐价值得以保持，这反过来又保持了我们目标的注意力。像洋葱、 bro圣经、 Reddit 和 Funny 或 Die 这样的娱乐网站拿起内容，用滚雪球把它变成了一个有机的信息。虽然数百万的浏览量和获得的新闻报道都很好，但我们有一个简单、改变生活、可衡量的目标: 增加千禧一代男性的注册数量。结果《世界上最大的混蛋》在前两周被浏览了 6000万多次。在此期间，捐助者登记人数从每天 149 人增加到每天 1,022 人，增加了 698%。至于具体的人口统计数据，在这一时期，千禧一代的注册人数增加了 1,650%，尤其是千禧一代的注册人数增加了 215%。在启动后的 4 周内，共有 30,000 多名捐赠者加入了登记册。总之，登记了对 840,000 人生活有潜在影响的一代捐赠者。活动描述世界上最大的混蛋是一部两分钟的介绍科尔曼 · 斯威尼的电影，由托马斯 · 简扮演，威尔 · 阿内特讲述。有人看到科尔曼从卡车上撒尿，从自助洗衣店偷内裤，对任何人都不尊重。但是当科尔曼去世时，他从混蛋变成了英雄，因为事实证明科尔曼是一个器官捐献者。概要年轻人不怕死。公共服务信息使用通常的恐吓策略，只是没有激励行动。那么，捐赠生命，世界上最大的器官和组织捐赠登记处，如何让这些人注册并成为器官捐赠者？

世界上最大的混蛋

案例简介：Execution From briefing to launch, it took 18 months to bring “The World’s Biggest Asshole” to life.To kick-off the campaign, we hosted a “wake,” where we had the first public screening of “The World’s Biggest Asshole.” We also had additional “Asshole” executions including cinema, banners, out-of-home, and a Snapchat filter.Because millennial men consume content online and are active on social networks, we anchored the campaign on YouTube. Additionally, by posting under a character’s name, rather than a Donate Life account, we kept the PSA aspect of the work a secret until the reveal at the end of the film. This helped incite organic sharing.After launch, the core video went viral and was viewed more than 80 million times in 76+ countries.The immense impact of the video lasted over a month, with the ripple effect continuing for many months following. Strategy Millennial men are the lost generation. They aren't phased by heart wrenching PSAs and don't consume traditional media. It's no wonder they severely under-index in registration numbers. But that doesn’t mean they're heartless. We found that millennial men enjoy watching long format videos online and have an appreciation for dark humor. "The World's Biggest Asshole" was anchored on YouTube. By posting the video under a character's pseudonym the video's entertainment value was maintained, which in turn kept our target's attention. Entertainment sites like The Onion, BroBible, Reddit, and Funny Or Die picked up the content and snowballed it into an organic message. While the millions of views and garnered press were nice to have, we had one simple, life-changing, and measurable goal for this campaign: increase millennial men's registrations numbers. Outcome “The World’s Biggest Asshole” was viewed more than 60 million times in the first two weeks. During this time donor registrations went from 149 people/day to 1,022 people per day, a 698% increase. As for the specific demographics, millennial registrations were up 1,650% in this time period and millennial men in particular were up 215%. In the 4 weeks after-launch, more than 30,000 total donors were added to the registry.In sum, a generation of donors with the potential impact on 840,000 lives was registered. CampaignDescription The World’s Biggest Asshole is a two-minute film introducing Coleman Sweeney, played by Thomas Jane and narrated by Will Arnett. Coleman is seen throwing bottles of piss from trucks, stealing panties from the laundromat and showing zero respect for anyone. But when Coleman dies, he goes from asshole to hero all because it turns out that Coleman was an organ donor. Synopsis Young men aren’t afraid to die. Public service messages that use the usual scare tactics, just doesn’t pack the punch to inspire action. So how does Donate Life, the world’s largest organ and tissue donation registry, get these guys to sign up and become organ donors?