The Village of Neratov|海报/平面|广告营销案例【ADGuider广告指南】

Neratov 村

案例简介：概要 Erste Bank 的品牌标语是 “当有人相信你时，你可以做得更多”，这也是该品牌的沟通平台。它有助于品牌与人们的价值观和梦想保持一致，也让他们能够就自己对社会的承诺发表声明。Erste 的 Neratov 运动想在个人层面上接触人们，但也想向每个人展示，如果有机会，残疾人可以为社会提供很多东西。Erste 帮助当地人将曾经废弃的 Neratov 村重建成一个功能齐全的社区。与此同时，它开始开展一项综合运动，使社区引人注目，最终帮助他们完全自给自足。战略在我们的综合运动中，我们想增强当地人的权能，所以整个运动都是围绕 Neratov 的人民设计的，我们想让他们成为英雄，而不是受害者。为了使我们的运动取得成功，重要的是它在其他慈善运动中脱颖而出。圣诞节是慈善机构开展活动并为不太幸运的人寻求捐款的时候，我们决定采取完全相反的行动。我们没有收到礼物，而是请 Neratov 的人为整个国家做圣诞礼物。为了接触整个捷克成年人，我们在所有基本频道 -- 电视、报纸、杂志、户外、环境、社交媒体、头条新闻 -- 上运行了活动内容。结果该活动覆盖了捷克互联网人口的 99%，相当于 778万用户。平均来说，每个人看到的 Neratov 战役 5.2 倍。我们设法将积极情绪提高了 5 倍。在 3 个月内，活动页面产生了超过 150 名独特的访问者，在网站上花费的平均时间是 10 分钟 21 秒。该活动的积极情绪评级为 76%，也超过了平均水平，帮助我们实现了在捷克市场上跻身 30% 最佳评级活动的目标。Neratov 社区现在雇佣了 30% 多名残疾人。由于旅游业增长 65%，这项运动也对收入产生了积极影响。Neratov 社区比前一年赚了 9 百万捷克克朗，并首次以黑色数字告终。执行 11月，我们开始了公关、版画和 60 年代的 Neratov 电影的宣传活动，其中 90% 的演员是来自 Neratov 的人。接下来是 Neratov 纪录片，由纪录片导演监督的当地残疾儿童拍摄。拍摄前，导演在 Neratov 呆了一周，了解了一群主要是唐氏综合症的孩子。在为期一周的研讨会之后，他们获得了摄像机，并拍摄了一部关于他们自己和村庄的独一无二的纪录片。第二阶段是在降临节期间。在圣诞市场，人们可以通过城市之光现场索要个性化礼物，城市之光将他们与个别的 Neratov 工作室联系起来，在那里实时制作礼物。对于那些不能参加市场的人，我们在社交媒体上也做了同样的事情。在每天 4 小时的直播中，人们可以订购礼物，同时从他们最喜欢的名人那里了解 Neratov。活动描述 Erste 如何向全国证明残疾人可以像其他人一样为社会做出贡献的唯一方法, 是让来自 Neratov 的残疾人有机会成为整个运动的真正英雄和声音。换句话说，我们需要发起一场像村庄本身一样具有包容性的运动，让它在全国可见。能见度是吸引旅游业的先决条件，旅游业是将 Neratov 变成一个自给自足的社区并最终改变对残疾和包容的看法的必要条件。 BriefWithProjectedOutcomes 要让人们相信残疾人融入社会是有意义的，而且实际上是可行的，这并不容易。在一个连总统都称包容为 “可怕的社会实验” 的国家，这尤其不容易。Erste Bank 决定是时候改变了，这是第一次如此大规模的活动，也是为了一个几乎完全与残疾人合作的大品牌。

Neratov 村

案例简介：Synopsis Erste Bank’s brand tagline is “When somebody believes in you, you can do more”, which also serves as the brand’s communication platform. It helps the brand to align with people’s values and dreams and also allows them to make a statement about their commitments towards society. Erste’s Neratov campaign wanted to touch people on a personal level but also wanted to show everyone that disabled people have a lot to offer to society when given a chance. Erste helped the locals to rebuild the once abandoned village of Neratov into a functional inclusive community. Parallel to this it started working on an integrated campaign that would make the community visible and that would eventually help them become fully self-sufficient. Strategy In our integrated campaign, we wanted to empower the locals and so the whole campaign was designed around the people of Neratov, whom we wanted show as heroes not victims. In order for our campaign to succeed it was important that it stood-out among the other charity campaigns. With Christmas being the time when charities run their campaigns and ask for donations for the less fortunate ones, we decided to do the exact opposite. Instead of receiving gifts, we asked people from Neratov to make Christmas presents for the whole country. In order to reach the entire Czech adult population, we ran the campaign content in all the essential channels – TV, newspaper, magazines, outdoor, ambient, social media, headline news. Outcome The campaign reached 99 % of Czech internet population, which translates to 7.78 million users. In average, every person saw the Neratov Campaign 5.2 x compared. We managed to increase positive sentiment 5-fold. In 3 months, the campaign page generated more than 150 000 unique visitors and the average time spent on the site was 10 minutes 21seconds. The positive emotion rating of the campaign was 76 %, which also exceeded the average and helped us reach our target to be among the 30 % of the best rated campaigns on the Czech market. The Neratov Community now employs 30 % more disabled people. Thanks to 65 % tourism growth, the campaign also had positive effect on the revenue. The Neratov Community earned 9M CZK more than the year before and for the first time ended up in black figures. Execution In November, we kicked the campaign off with PR, prints and 60s Neratov film in which 90 percent of the cast were people from Neratov. Next came Neratov documentary, which was shot by local disabled kids supervised by the documentary director. Prior to shooting the director spent a week in Neratov getting to know the group of mostly Down syndrome kids. After a week-long workshop, they were given video cameras and shot a one-of-a-kind documentary about themselves and the village. The second phase came during Advent. At Christmas markets people could ask for personalized gifts live through a City light which connected them with the individual Neratov workshops, where the gifts were made in real time. For those who couldn’t attend the markets we did the same on social media. During the daily 4-hour live stream people could order a gift while learning something about Neratov from their favorite celebrities. CampaignDescription The only way how Erste could prove to the whole nation that disabled people can contribute to society just as much as anyone else, was by giving the disabled people from Neratov a chance to become the real heroes and voices of the entire campaign. In other words, we needed to create a campaign that would be just as inclusive as the village itself and that would make it visible across the country. Visibility was the prerequisite to attract tourism, which was necessary to turn Neratov into a self-sufficient community and to finally change the perception of disability and inclusion. BriefWithProjectedOutcomes It’s not easy to convince people that inclusion of disabled people in society makes sense and can actually work. It’s especially not easy in a country, where even the president calls inclusion “a monstrous social experiment”. Erste Bank decided it was time for a change and came with the first campaign of this scale and for such a big brand that was working almost entirely with disabled people.