No One Should Have No One|短视频|广告营销案例【ADGuider广告指南】

没有人应该没有人

案例简介：执行在没有创意机构参与的情况下，我们与我们的内容创作团队 DRUM 合作，创作了一部电影，将罗伊的故事真实地带入生活 -- 从在 is 世界度过一天, 用他已故妻子可爱的玩具装饰布景。罗伊的故事在英国主要的日间电视节目中播出,他把整个项目都献给了孤独。为了让这个问题更加个人化，我们使用了孤独指数来计划和实施我们的综合活动。使用我们的实时地图，我们能够将 Age UK 的信息分发到最需要志愿者支持的地区，一直到街道。此外，为了让这个问题更接近家庭，我们使用了孤独指数来提供定制的本地信息，并通过数字显示有多少孤独的老年人在广告附近, 社交媒体、视频和外出。活动描述英国老年人的孤独程度很大，令人深感悲痛，但正如圣诞节 2016 承诺的那样，这是一个比正常情况下更容易逃避的时候, 试图让人们了解一个令人震惊的事实比以往任何时候都困难。我们的主要见解来自一个不太可能的来源，约瑟夫 · 斯大林，他被引用说: “一次死亡是一场悲剧，一百万人死亡是一个统计数据”。我们需要让孤独这个问题与人们相关，让它变得个人化，并把它带到离家这么近的地方，以至于不可能离开。结果通过讲述一个每个人都可以理解的故事，并使用真实世界的数据让它与个人相关，我们成功地将老年人孤独的原因转移到离家更近的地方。令人难以置信的是，33,000 人报名志愿参加英国时代的时间服务,他们一整年接到的电话数量超过了 12 倍 (仅在 4 周内送达)。这项运动将在 2017年结束英国老年人 200万小时的孤独沉默。在线捐款同比增长 4%，这是上一个圣诞节约翰 · 刘易斯伙伴关系成功的显著结果。重要的是，与前一年相比，Age UK 有 245% 多名孤独的老年人注册接受及时服务。这确实证明了我们对孤独的忠实描述，以及我们的运动目标是最需要帮助的地区。战略我们不关注 100万，而是把焦点放在一个人身上，罗伊，让孤独成为个人。通过他的眼睛，我们创作了一段内容，展示了没有社会接触的毁灭性现实生活。但我们知道，光靠自己是不够的。我们需要把孤独的问题带到离家更近的地方，以激发行动。使用复杂的数据结合了 20 多个数据源 (包括与家庭成员的接近程度、流动性、获得服务的机会、地区的偏远程度等指标)，我们创建了英国的第一个孤独指数。这张实时孤独地图为我们的媒体和信息策略提供了信息，向我们展示了在哪里、何时以及如何集中我们的综合活动, 针对该国最需要帮助的地区提供与地点相关的信息。概要在英国，超过 120万的老年人长期孤独，超过一半的人经常在一周内不与任何人见面或交谈。作为英国领先的老年慈善机构，age UK 的使命是结束这场隐藏的悲剧。我们需要增加英国 “及时打电话” 服务的志愿者，在这种服务中，人们每周至少给一个孤立的老年人打电话一年。在最好的时候，这是一个很大的要求，但是 2016 是一个不平凡的一年。随着无情的坏消息，公众已经达到了极限，并阻止了负面问题。相关性老年人之间的孤独在英国是一个隐藏的悲剧。在非同寻常的一年之后，英国时代不得不将孤独问题作为个人问题，以达到一个已经转向消极的国家。我们通过讲述一个人的故事来做到这一点，并使用复杂的数据方法让这个故事与我们的观众个人相关。我们创建了孤独指数，并用它来分发和定制我们的内容,突出老年人的孤独感水平，直到邮政编码水平。它成功了 -- 我们创造了英国历史上最大数量的志愿者。

没有人应该没有人

案例简介：Execution With no creative agency on board, working with our content creation team, DRUM, we created a film which authentically brought Roy’s story to life – from spending a day in is world, to adorning the set with his late wife’s cuddly toys.Roy’s story launched on the UK’s leading daytime TV show, who dedicated the entire program to loneliness. To make the issue even more personal, we used the Loneliness Index to plan and implement our integrated campaign. Using our real time map we were able to distribute Age UK’s message to the areas in most need of volunteer support, right down to the street level. Plus to drive the issue even closer to home, we used the Loneliness Index to deliver bespoke local messaging with live statistics revealing how many lonely older people were in vicinity of that advert, across digital display, social media, video and out of home. CampaignDescription The scale of loneliness of older people in the UK is vast and deeply saddening, but as Christmas 2016 promised to be even more of a time for escapism than normal, trying to engage people with a shocking truth was more difficult than it had ever been. Our key insight came from an unlikely source, Josef Stalin, who is quoted as saying: “A single death is a tragedy, a million deaths is a statistic”. We needed to make the issue of loneliness relevant to people by making it personal, and bring it so close to home it would be impossible to turn away from. Outcome By telling a story that everyone could relate to, and using real world data to make it personally relevant, we successfully moved the cause of elderly loneliness closer to home.An incredible 33,000 people signed up to volunteer for Age UK’s Call in Time service, more than twelve times the number of calls they receive in a whole year (delivered in just 4 weeks). This campaign alone will end 2 million hours of lonely silence for older people across the UK in 2017. Online donations increased 4% YOY, a significant result given the success of the previous Christmas’s John Lewis partnership.And importantly, Age UK had 245% more lonely elderly people sign up to receive the Call in Time service than the previous year. This really is testament to our faithful depiction of loneliness, and granular targeting of our campaign to the areas where help was needed the most. Strategy Rather than focus on the one million, we put the spotlight on just one individual, Roy, to make loneliness personal. Through his eyes, we created a piece of content that showed the devastating reality of life without social contact. But we knew that on its own wouldn’t be enough. We needed to bring the issue of loneliness even closer to home to inspire action. Using a sophisticated data combining over 20 data sources (including such metrics as proximity to family members, mobility, access to services, remoteness of region) we created the first Loneliness Index of Great Britain. This real time loneliness map informed our media and messaging strategy, showing us exactly where, when and how to focus our integrated campaign, targeting the areas of the country where help was needed the most with location-relevant messages. Synopsis In the UK over 1.2million older people are chronically lonely, and over half a million regularly go over a week without seeing or speaking to anyone. As the UK’s leading older age charity, Age UK is on a mission to end this hidden tragedy. We needed to increase volunteers for Age UK’s ‘Call in Time’ service, where people make a phone call to an isolated older person every week for at least a year. It’s a big ask at the best of times, but 2016 was an extraordinary year. With relentless bad news, the public had reached their limit and were blocking out negative issues. Relevancy Loneliness amongst older people is a hidden tragedy in the UK. On the back of an extraordinary year, Age UK had to make the issue of loneliness personal to reach a nation who had switched off to negativity. We did that by telling one man’s story, and used a sophisticated data approach to make that story personally relevant to our audience.We created the Loneliness Index and used it to distribute and tailor our content, highlighting levels of older age loneliness down to a postcode level.It worked - we generated the largest number of volunteers in Age UK’s history.