Swear Jar|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

发誓罐子

案例简介：结果 TBC 战略我们必须找到一种现代的传统筹款方式，让 18-24 岁的年轻人为喜剧救济捐款。我们的方法是让它变得有趣和娱乐，与喜剧中的漫画浮雕相一致。Ofcom 的数据验证了我们已经知道的 -- 手机是 18-24 岁最重要的媒体渠道。为了使喜剧救济的筹款现代化，我们必须从移动开始。但是随着数百万应用程序试图吸引观众的注意力，我们需要颠覆性的获取。怎么能让他们说 “WTF” 或 “OMG”？!“对他们的朋友？答案是让人们做喜剧演员做的一件事，父母告诉你永远不要做。整整一个星期，我们把宣誓的非法快乐变成了喜剧救济的捐赠。执行我们的实施策略是调整拥有和赢得的渠道，包括影响者 -- 同时上线。我们知道这将有助于我们在应用商店的可见性。 3月16日，社交媒体上发布了一款 “发誓坚持” 的应用程序，播放了一段滑稽的蒙太奇，内容是英国广播公司的 bloopers 和名人用自己丰富多彩的支持信息像士兵一样咒骂。包括瑞奇 · 格维斯、蕾妮 · 齐薇格、比尔 · 奈伊和斯蒂芬 · 弗莱在内的名人帮助传播了这个消息。我们还让其他名人参加了我们自己的发誓罐子挑战。鲁弗斯猎犬在 20 秒内尽可能多的咒骂，并提名他的名人朋友也这样做，从而拉开了挑战的序幕。我们甚至在格雷厄姆 · 诺顿节目的英国广播公司黄金时段的电视节目中提到了这一点。相关性我们必须找到一种现代的传统筹款方式，让 18-24 岁的年轻人为喜剧救济捐款。利用慈善机构的喜剧根源，我们旨在创造一种有趣和互动的方式来与新的观众联系，并给他们一个有趣的行动呼吁，鼓励他们捐赠。发誓罐子是这次尝试的结果。概要漫画救济是一个总部设在英国的慈善机构，每年在红鼻子日筹集数百万美元。我们被要求为人们 (尤其是 18-24 岁的人) 找到一种有趣的捐赠方式。我们面临的挑战是创造一个现代的传统筹款方式。我们有三个关键目标: 1.Pr: 让人们谈论漫画救济 2.参与: 鼓励人们下载和使用 app3.捐赠: 筹集资金活动描述我们希望这是有史以来最有趣的捐赠漫画救济的方式。所以我们开发了一个数字 “发誓” 应用程序，当人们发誓并向漫画救济发送捐赠时，它会抓住他们。它把人们的坏习惯变成了好事。通过贝宝链接到人民银行账户的脏话应用程序，每次用户使用脏话时都会自动罚款。它通过识别和统计人们发誓的次数来发挥作用，每次他们使用一个肮脏的词时，都会捐赠 20 便士给喜剧救济。该应用程序在最长持续十分钟的收听过程中使用了谷歌的语音识别技术。应用程序中列出了 42 句脏话，英国人有很多机会以前所未有的方式为喜剧救济做出贡献。

发誓罐子

案例简介：Outcome TBC Strategy We had to find a modern take on traditional fundraising to get 18-24 year olds to donate money to Comic Relief. Our approach was to make it fun and entertaining in line with Comic Reliefs roots in comedy. Ofcom data validated what we already knew - that mobile was the most important media channel for 18-24s. In order for us to modernise fundraising for Comic Relief, we had to start from mobile. But with millions of apps trying to get this audience’s attention, we needed to be disruptive to gain. How could create something to get them to say “WTF” or “OMG?!” to their friends? The answer was to get people to do the one thing comedians did lots of, and parents told you never to do. For one week we turned the illicit joy of swearing into donations for Comic Relief. Execution Our implementation strategy was all about aligning the owned and earned channels, including influencers – to go live at the same time. We knew this would help us with visibility in the app store.The ‘Swear Jar’ app launched on March 16th on social media, with a hilarious montage of BBC bloopers and celebs swearing like troopers with their own colourful message of support.Celebrities including Ricky Gervais, Renee Zellweger, Bill Nighy and Stephen Fry then helped spread the word. We also got other celebrities to take part in our very own Swear Jar Challenge. Rufus Hound kicked the challenge off by swearing as much as possible in 20 seconds and nominating his celebrity friends to do the same. We even got a mention on prime-time BBC TV on the Graham Norton Show. Relevancy We had to find a modern take on traditional fundraising to get 18-24 year olds to donate money to Comic Relief.Leveraging the comedic roots of the charity, we aimed to create a fun and interactive way to connect with a new audience and gave them an entertaining call to action that encouraged them to donate. Swear Jar was the result of this attempt. Synopsis Comic Relief is a UK based charity that raises millions each year during Red Nose Day. We were asked to find a fun way for people to donate (especially 18-24 year olds).Our challenge was to create a modern take on traditional fundraising.We had 3 key objectives:1.PR: Get people talking about Comic Relief2.Engagement: Encourage people to download and use the app3.Donations: Raise money CampaignDescription We wanted this to be the most fun way to donate to Comic Relief ever.So we developed a digital ‘Swear Jar’ app that caught people when they swore and sent a donation to Comic Relief. It turned people’s bad habits into good deeds.The Swear Jar app, which was linked to people’s bank accounts via PayPal, automatically fined users every time they used bad language.It worked by identifying and tallying up the amount of times people swore, donating 20p to Comic Relief every time they used a filthy word. The app used voice recognition technology from Google during the listening sessions which lasted for a maximum of ten minutes.With 42 swear words listed in the app, Brits were given plenty of opportunities to contribute to Comic Relief in a way like never before.