THE WHOLE PICTURE|短视频|广告营销案例【ADGuider广告指南】

整个画面

案例简介：描述活动/条目伟大的活动不仅仅是塑造品牌。伟大的运动渗透文化。《卫报》有一个大胆的野心: 引入它的 “开放期刊” 模式。面对衰落的报业，我们不得不将《卫报》打上 21 世纪的平台，利用不同的贡献者来应对整个局面。为了展示公开新闻的爆发力，我们选择了最简单的故事 -- 三只小猪 -- 并展示了公开审讯，揭露了童话结局背后更大的真相。我们遵循产品传播的品牌理念。印刷、户外和数字通信详细介绍了《卫报》不同的贡献者在其故事中创造了卓越的报道。这场运动成为全球头条新闻。它不仅巩固了卫报品牌的相关性，还引发了关于新闻在当今世界中的作用和性质的更广泛辩论。这不仅仅是一场报纸的运动，这是一场塑造新闻的运动。给出一些关于这个活动/条目在客户和消费者方面有多成功的想法这场运动在英国和全球引起了轰动。这场运动产生了超过 1.6 的在线电影浏览量、 100 的推特印象和 65,000 条推特。它引发了关于新闻性质的辩论，并被包括澳大利亚顶级早餐节目在内的国际评论员报道。粉丝们制作了他们自己的电影版本，并叫嚣着要购买海报。这项运动在《卫报》大楼内进行了展示，并在新闻机构内部重新灌输了自豪感，定义了它在新媒体中的角色，并给了它的团队一种使命感。用《卫报》首席执行官安德鲁 · 米勒的话来说，“我们创造了一些真正令人难忘和持久的东西。“ 但最重要的是，这项运动使《卫报》网站的读者人数增加了 19%。描述活动/条目是如何在每个渠道中按照实施顺序启动和执行的。渠道策略旨在最大限度地扩大影响并引发讨论 -- 这是吸引《卫报》目标智能进步读者的关键。一部 2 分钟的品牌电影是发布会的关键。在筹备阶段，无品牌的 fly 海报、电影预告和平面广告激起了阴谋，并把观众推向了广告现场。这部电影在第四频道黄金时段上映，随后在第四频道 OD (在线) 、 YouTube 和卫报网站上进行了主页收购，并在《卫报》上连续播放。这些推动了对《卫报》开放哲学电影和内容的微网站的流量。在发布后的几天里，印刷和户外处决展示了开放的贡献如何在《卫报》从音乐到政治的各个部分获得更好的报道。这些都是热门和特定位置的 (例如创意中心肖尔迪奇附近的音乐广告牌)，并为读者带来了开放新闻的好处。

整个画面

案例简介：Describe the campaign/entry Great campaigns don't just shape brands. Great campaigns infiltrate culture. The Guardian had a bold ambition: To introduce its model of ‘open journalism’. Against a declining newspaper industry, we had to stamp the Guardian as a 21st century platform harnessing diverse contributors for the whole picture. To demonstrate the explosive power of open news, we took the simplest of stories - The 3 Little Pigs – and showed open interrogation exposing a bigger truth behind the fairytale ending. We followed brand philosophy with product communications. Print, outdoor and digital communications detailed the Guardian’s diverse contributors creating superior coverage in its stories. The campaign made global headlines. Not only did it cement the relevance of the Guardian brand, it ignited wider debate about the role and nature of news in today’s world. This wasn’t just a campaign for a newspaper, this was a campaign that shaped the news. Give some idea of how successful this campaign/entry was with both client and consumer The campaign was a sensation within the UK and globally. Over 1.6m online film views, 100m Twitter impressions and 65,000 tweets were generated by the campaign. It instigated debate on the nature of news and was featured by international commentators, including Australia’s top breakfast show. Fans made their own versions of the film and clamoured to buy the posters. The campaign was showcased throughout the Guardian building and re-instilled pride within the news organisation, defining its role in new media and giving its team a sense of purpose. In the words of Guardian CEO Andrew Miller, “We have created something truly memorable and long lasting.” But best of all, the campaign delivered a 19% uplift in readership to the Guardian site. Describe how the campaign/entry was launched and executed across each channel in the order of implementation. The channel strategy was designed to maximise impact and provoke discussion - key to engaging the Guardian’s target of intelligent progressive readers. A 2-minute brand film was the lynchpin for the launch. In the lead-up, unbranded fly posters, film teasers and print ads stoked intrigue and drove viewers to the ad spot. Breaking on prime time on Channel 4, the film was followed by homepage takeovers across Channel 4 OD (online), YouTube and the Guardian site, and consecutive displays in the Guardian newspaper. These drove traffic to the microsite housing the film and content on the Guardian’s open philosophy. In the days post-launch, print and outdoor executions showed how open contributions enabled better coverage in the Guardian’s sections from music to politics. These were topical and location-specific (e.g. a music billbooard near creative hub Shoreditch), and landed the benefit of open news for readers.