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错误的礼物
案例简介：为什么这项工作与品牌体验和激活相关？ 连锁购物中心首次与客户完全参与其中，邀请他们在圣诞节为祖父母购买错误的礼物，以便他们可以回来更换礼物并有更多的时间在一起。这项行动成功地使用户参与其中，以改善老年人的生活质量。 背景 。情况 在秘鲁，75% 的老年人感到被家人抛弃。在圣诞节，虽然所有其他人都在为儿童礼物做宣传，但没有品牌担心这个被遗忘的少数民族。 。简介 创建圣诞节活动，以促进与老年人的时间。 。对象 在圣诞节期间与所有其他品牌有所作为，提高品牌知名度和新体验。 开展一场艰苦的推销活动，可能会引发关于社会责任主题的对话。 描述创意 (投票20%) 在圣诞节，我们建议说服我们的客户给他们的祖父母买一份错误的礼物，以便能够回到购物中心更换礼物，并有更多的时间在一起。 描述策略 (投票20%) 。目标受众 (消费者人口统计/个人/组织) 20至30岁的秘鲁人为少数民族而战。 。方法 不宣传圣诞节的礼物，并开始与老年人一起宣传时间。 描述执行 (投票30%) 。实施 为了宣布这个想法，我们推出了一个1分钟的景点，并伴随着一个数字平台，该平台促进了与祖父母的相处。从那里开始，我们在19个购物中心开展了活动，与他们分享更多的时间，例如karaokes，表演，激活和计划访问，以便在老年人的家中度过时间。 。时间线 从11月22日到2018年12月28日 。放置 位于秘鲁不同部门的购物中心: 利马、特鲁希略、奇克拉约、阿雷基帕、皮乌拉、万卡约、胡里卡、苏拉纳、钦博特、普卡尔帕、库斯科、皮乌拉。 。规模 国家一级 列出结果 (投票30%) 。业务影响-销售、捐赠、网站流量。 。应答率 。印象 。行为改变 。消费者意识 1.2万美元的自由新闻 热门话题4天 超过23毫米的人受到影响 九次探访长者之家 社交媒体中的99% 积极情绪 越来越多的老年人在家人的陪同下参观我们的购物中心。 请告诉我们您是如何为播出的单一国家/地区/市场设计/调整您的广告系列的。 与其他国家相比，秘鲁的长者倾向于与家人住在一起。不幸的是，他们生活在最恶劣的条件下，经常被视为负担。RPP新闻的最新数据显示，这些长者中有75% 感到被家人抛弃。 这项运动希望通过为秘鲁家庭提供任何人都可以使用的解决方案，从而提高人们对该主题的认识: 放弃时间。
错误的礼物
案例简介：Why is this work relevant for Brand Experience & Activation? For the first time, a chain of malls is completly involved with its clients inviting them to shop for a wrong gift for their grandparents on Christmas so that they may return to change it and have more time together. An action that has its success in involving the user to improve the quality of life of the elderly adults. Background . Situation In Peru, 75% of the elderly adults feel abandoned by their families. On Christmas, while all other are doing campaigns for children gifts, no brand worries about this forgotten minority. . Brief Create a Christmas campaign that promotes time with elderly adults. . Objetives Make a difference with all other brands on Christmas, generate awareness and a new experience with the brand. Develop a campaign of hard sell that may generate conversation on a theme of social responsibility. Describe the creative idea (20% of vote) For Christmas we proposed convincing our clients to buy a wrong gift for their grandparents, to be able to return to the mall to change it and have more time together. Describe the strategy (20% of vote) . Target audience (consumer demographic/individuals/organisations) Peruvians between 20 and 30 years old that fight for the minorities. . Approach Not promoting gifts from Christmas and start promoting time with the elderly adult. Describe the execution (30% of vote) . Implementation To announce the idea, we launched a 1 minute spot, accompanied by a digital platform that promoted time with grandparents. From there, we implemented activities in our 19 malls to share more time with them, karaokes, shows, activations and programed visits to give time in homes of elderly adults. . Timeline From November 22 to December 28, 2018 . Placement Malls located in different departments of Peru: Lima, Trujillo, Chiclayo, Arequipa, Piura, Huancayo, Juliaca, Sullana, Chimbote, Pucallpa, Cusco, Piura. . Scale National level List the results (30% of vote) . Business impact – sales, donations, site traffic. . Response rate . Impressions . Change in behavior . Consumer awareness 1.2M$ in Free Press Trending TOPIC 4 DAYS More than 23mm of people impacted Nine visits to homes of elderly adults 99% positive sentiment in social media Increase in visits to elderly adults to our malls accompanied by their families. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. In comparison to other countries, elders in Peru tend to live with family members. Unfortunately, they live under the worst conditions and are often seen as a burden. Recent data from RPP News reveal that 75% of these elders feel abandoned by their families. This campaign wants to create awareness for Peruvian families about this topic, by offering them a solution that is accessible to anyone: By giving away time.
The Wrong Gift
案例简介：为什么这项工作与品牌体验和激活相关？ 连锁购物中心首次与客户完全参与其中，邀请他们在圣诞节为祖父母购买错误的礼物，以便他们可以回来更换礼物并有更多的时间在一起。这项行动成功地使用户参与其中，以改善老年人的生活质量。 背景 。情况 在秘鲁，75% 的老年人感到被家人抛弃。在圣诞节，虽然所有其他人都在为儿童礼物做宣传，但没有品牌担心这个被遗忘的少数民族。 。简介 创建圣诞节活动，以促进与老年人的时间。 。对象 在圣诞节期间与所有其他品牌有所作为，提高品牌知名度和新体验。 开展一场艰苦的推销活动，可能会引发关于社会责任主题的对话。 描述创意 (投票20%) 在圣诞节，我们建议说服我们的客户给他们的祖父母买一份错误的礼物，以便能够回到购物中心更换礼物，并有更多的时间在一起。 描述策略 (投票20%) 。目标受众 (消费者人口统计/个人/组织) 20至30岁的秘鲁人为少数民族而战。 。方法 不宣传圣诞节的礼物，并开始与老年人一起宣传时间。 描述执行 (投票30%) 。实施 为了宣布这个想法，我们推出了一个1分钟的景点，并伴随着一个数字平台，该平台促进了与祖父母的相处。从那里开始，我们在19个购物中心开展了活动，与他们分享更多的时间，例如karaokes，表演，激活和计划访问，以便在老年人的家中度过时间。 。时间线 从11月22日到2018年12月28日 。放置 位于秘鲁不同部门的购物中心: 利马、特鲁希略、奇克拉约、阿雷基帕、皮乌拉、万卡约、胡里卡、苏拉纳、钦博特、普卡尔帕、库斯科、皮乌拉。 。规模 国家一级 列出结果 (投票30%) 。业务影响-销售、捐赠、网站流量。 。应答率 。印象 。行为改变 。消费者意识 1.2万美元的自由新闻 热门话题4天 超过23毫米的人受到影响 九次探访长者之家 社交媒体中的99% 积极情绪 越来越多的老年人在家人的陪同下参观我们的购物中心。 请告诉我们您是如何为播出的单一国家/地区/市场设计/调整您的广告系列的。 与其他国家相比，秘鲁的长者倾向于与家人住在一起。不幸的是，他们生活在最恶劣的条件下，经常被视为负担。RPP新闻的最新数据显示，这些长者中有75% 感到被家人抛弃。 这项运动希望通过为秘鲁家庭提供任何人都可以使用的解决方案，从而提高人们对该主题的认识: 放弃时间。
The Wrong Gift
案例简介：Why is this work relevant for Brand Experience & Activation? For the first time, a chain of malls is completly involved with its clients inviting them to shop for a wrong gift for their grandparents on Christmas so that they may return to change it and have more time together. An action that has its success in involving the user to improve the quality of life of the elderly adults. Background . Situation In Peru, 75% of the elderly adults feel abandoned by their families. On Christmas, while all other are doing campaigns for children gifts, no brand worries about this forgotten minority. . Brief Create a Christmas campaign that promotes time with elderly adults. . Objetives Make a difference with all other brands on Christmas, generate awareness and a new experience with the brand. Develop a campaign of hard sell that may generate conversation on a theme of social responsibility. Describe the creative idea (20% of vote) For Christmas we proposed convincing our clients to buy a wrong gift for their grandparents, to be able to return to the mall to change it and have more time together. Describe the strategy (20% of vote) . Target audience (consumer demographic/individuals/organisations) Peruvians between 20 and 30 years old that fight for the minorities. . Approach Not promoting gifts from Christmas and start promoting time with the elderly adult. Describe the execution (30% of vote) . Implementation To announce the idea, we launched a 1 minute spot, accompanied by a digital platform that promoted time with grandparents. From there, we implemented activities in our 19 malls to share more time with them, karaokes, shows, activations and programed visits to give time in homes of elderly adults. . Timeline From November 22 to December 28, 2018 . Placement Malls located in different departments of Peru: Lima, Trujillo, Chiclayo, Arequipa, Piura, Huancayo, Juliaca, Sullana, Chimbote, Pucallpa, Cusco, Piura. . Scale National level List the results (30% of vote) . Business impact – sales, donations, site traffic. . Response rate . Impressions . Change in behavior . Consumer awareness 1.2M$ in Free Press Trending TOPIC 4 DAYS More than 23mm of people impacted Nine visits to homes of elderly adults 99% positive sentiment in social media Increase in visits to elderly adults to our malls accompanied by their families. Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. In comparison to other countries, elders in Peru tend to live with family members. Unfortunately, they live under the worst conditions and are often seen as a burden. Recent data from RPP News reveal that 75% of these elders feel abandoned by their families. This campaign wants to create awareness for Peruvian families about this topic, by offering them a solution that is accessible to anyone: By giving away time.
错误的礼物
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The Wrong Gift
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基本信息
- 广告战役： #Real Plaza-影视-02e2#
- 广告品牌： Real Plaza
- 发布日期： 2000
- 行业领域： 生活服务 , 商场超市
- 媒体类别： 微电影 , 动图
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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