案例简介：描述客户的简报 血库在 6月和 7月的几个月里最缺乏血液。这是因为学校假期 (家庭一起在全国各地旅行) 和地区传统节日。我们需要增加对巴伊亚州血库 Hemoba 的献血。为了满足人口的需求，Hemoba 有必要在这一时期将数量增加 25%。 创意执行 这是一个事实: 人们只有在他们喜欢的人需要的时候才有献血的动机。因此，我们决定邀请人们为他们最大的热情献血: 他们的足球俱乐部。在一个如此热爱足球的国家，利用球员和运动本身的力量和知名度，我们有能力真正让人们参与进来，把这场运动变成一个国家利益的主题。 对简短/目标的创造性解决方案。 我们脱掉了维托里亚百年纪念衬衫的红色。只有在粉丝们的直接参与下，通过献血，球衣的颜色才会恢复正常，随着血液的捐赠，一条一条条纹的颜色会恢复正常。第一天，有一个新闻发布会，然后团队穿着没有红色条纹的球衣进入现场。传单和新闻资料袋被分发给粉丝、记者和有影响力的粉丝，解释发生了什么。赛后，我们首映了一场活动，包括瓦格纳 · 莫拉 (Wagner Moura) 讲述的一个电视节目，他在 “精英阵容” 电影中扮演 “capit ã o Nascimento”，也是一名狂热的 vitó ria 支持者。 结果 献血增加 46%。投资 15,000.00 美元，自发媒体产生 8,000,000.00 美元。大约 1.3亿人受到影响: 超过 10亿的网页浏览量和 935 分钟的电视曝光，包括比赛、比赛节目和文章。国家和国际社会对此做出了巨大反应。电子游戏玩家为职业进化足球 2012 开发了新制服。这件球衣成为俱乐部的第三件官方制服，甚至还有海盗版本，可以在街头小贩那里找到。该俱乐部在其纪念碑中纪念了这场运动，并正在制作一部纪录片。

案例简介：Describe the brief from the client Blood banks have their greatest shortage of blood in the months of June and July. This happens because of school vacations (families travel around the country together) and regional traditional festivities. We needed to increase blood donations for Hemoba, the Blood Bank of the State of Bahia. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25% during this period. Creative Execution It’s a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood to their greatest passion: their football club. In a country that loves football so much, using the power and visibility of players and the sport itself, we had the power to really engage people and turn the campaign into a subject of National interest. Creative Solution to the Brief/Objective. We took off the red of the Vitória’s centenary shirt. Only with the direct participation of the fans, through blood donations, would the color of the jersey go back to normal, stripe by stripe as blood was being donated. On the first day, there was a press conference, then the team entered the field in a kit without the red stripes. Flyers and a press kit were distributed to the fans, journalists and influencial fans, explaining what was happening. After the match, we premiered a campaign including a TV spot narrated by Wagner Moura, the actor who played “Capitão Nascimento” in the “Elite Squad” films and a fanatical Vitória supporter. Results An increase of 46% in blood donations. With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people were impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international response. Videogame players developed the new uniforms for Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and even got a pirate version, which could be found at street venders. The club immortalized the campaign in its memorial and is producing a documentary.

我的血是红黑色的 | My blood is red and black

案例简介：描述客户的简报 血库在 6月和 7月的几个月里最缺乏血液。这是因为学校假期 (家庭一起在全国各地旅行) 和地区传统节日。我们需要增加对巴伊亚州血库 Hemoba 的献血。为了满足人口的需求，Hemoba 有必要在这一时期将数量增加 25%。 创意执行 这是一个事实: 人们只有在他们喜欢的人需要的时候才有献血的动机。因此，我们决定邀请人们为他们最大的热情献血: 他们的足球俱乐部。在一个如此热爱足球的国家，利用球员和运动本身的力量和知名度，我们有能力真正让人们参与进来，把这场运动变成一个国家利益的主题。 对简短/目标的创造性解决方案。 我们脱掉了维托里亚百年纪念衬衫的红色。只有在粉丝们的直接参与下，通过献血，球衣的颜色才会恢复正常，随着血液的捐赠，一条一条条纹的颜色会恢复正常。第一天，有一个新闻发布会，然后团队穿着没有红色条纹的球衣进入现场。传单和新闻资料袋被分发给粉丝、记者和有影响力的粉丝，解释发生了什么。赛后，我们首映了一场活动，包括瓦格纳 · 莫拉 (Wagner Moura) 讲述的一个电视节目，他在 “精英阵容” 电影中扮演 “capit ã o Nascimento”，也是一名狂热的 vitó ria 支持者。 结果 献血增加 46%。投资 15,000.00 美元，自发媒体产生 8,000,000.00 美元。大约 1.3亿人受到影响: 超过 10亿的网页浏览量和 935 分钟的电视曝光，包括比赛、比赛节目和文章。国家和国际社会对此做出了巨大反应。电子游戏玩家为职业进化足球 2012 开发了新制服。这件球衣成为俱乐部的第三件官方制服，甚至还有海盗版本，可以在街头小贩那里找到。该俱乐部在其纪念碑中纪念了这场运动，并正在制作一部纪录片。

我的血是红黑色的 | My blood is red and black

案例简介：Describe the brief from the client Blood banks have their greatest shortage of blood in the months of June and July. This happens because of school vacations (families travel around the country together) and regional traditional festivities. We needed to increase blood donations for Hemoba, the Blood Bank of the State of Bahia. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25% during this period. Creative Execution It’s a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood to their greatest passion: their football club. In a country that loves football so much, using the power and visibility of players and the sport itself, we had the power to really engage people and turn the campaign into a subject of National interest. Creative Solution to the Brief/Objective. We took off the red of the Vitória’s centenary shirt. Only with the direct participation of the fans, through blood donations, would the color of the jersey go back to normal, stripe by stripe as blood was being donated. On the first day, there was a press conference, then the team entered the field in a kit without the red stripes. Flyers and a press kit were distributed to the fans, journalists and influencial fans, explaining what was happening. After the match, we premiered a campaign including a TV spot narrated by Wagner Moura, the actor who played “Capitão Nascimento” in the “Elite Squad” films and a fanatical Vitória supporter. Results An increase of 46% in blood donations. With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people were impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international response. Videogame players developed the new uniforms for Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and even got a pirate version, which could be found at street venders. The club immortalized the campaign in its memorial and is producing a documentary.

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我的血是红黑色的 | My blood is red and black

暂无简介