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第一个无艾滋病的一代
案例简介：结果和有效性: 重新点燃了结束非洲艾滋病的运动，我们建立了一个多媒体程序，做了音乐史上从未做过的事情: 在 1 小时内下载一首歌曲 100万次。使用有史以来第一次的策略直接驱动到 iTunes，在总共 24 小时内有 3,144,477 次下载。 歌曲下载引发了美国银行 3,144,477 美元的捐赠 -- 转化为怀孕母亲 780万多天的拯救生命的艾滋病药物。YouTube 上有 700万的广告浏览量，112,000 次竞选活动提及和 107,000 次推文。 该银行实现了自 2008年以来连续几天最积极的品牌总人气。 创意执行: 我们利用长达一周的超级碗前广告狂潮，用付费的、拥有的、 2/2 的方式，把世界应该采取的行动归结为并赢得了媒体戏弄当天的 24 小时免费下载活动。15 银行和 (红色) 网站和移动设备以及 iTunes 本身都展示了倒计时 -- 它甚至出现在时代广场的数字广告牌上，仅次于福克斯的赛前评论。电台和推特上的一位推广人取笑 u2 的歌曲来吸引人们的注意。 比赛前几个小时，推特上的名人推信号已经开始。与 Facebook 、推特、谷歌、雅虎和 Shazam 的独家定制交易使得直接下载到 iTunes 成为可能。 超级碗第一季度广告位置的结束是势头建设。广告又跑了 13 次，在赛后评论和第二天早上的 “最佳广告” 脱口秀上。通勤电台、印刷和 YouTube 在周一的最后几个小时里拨打了紧急电话。 见解、战略和想法: 对美国人来说，艾滋病不再是头等大事。然而，我们正处于实现全球斗争迄今为止最重要里程碑的边缘，我们有可能在 2015年底前结束母婴传播艾滋病毒。我们知道: 人们想加入一个可以赢得的事业。 作为美国银行新品牌承诺的有力证明 -- 当我们联系在一起时，生活会变得更好 -- 我们创造了一个简单的行动，向世界发出信号，我们可以独特地重新点燃对这一事业的大规模支持。我们邀请我们的全球员工和客户开始这项运动，并建立了一个创新的社交和跨频道付费媒体项目，以建立 (RED) 有史以来最大的品牌参与努力的势头。 对于所有通过这一个动作连接的人 -- 免费下载 u2 的新歌《看不见》 -- 美国银行捐赠了 1 美元给 (RED) 提供无艾滋病一代的战斗。
第一个无艾滋病的一代
案例简介：Results and Effectiveness: Reigniting the movement to end AIDS in Africa, we built a multi-media program that did something that had never been done in music history: 1million downloads of a song in 1hour. Using first-ever tactics to drive direct to iTunes, there were 3,144,477 downloads in the total 24-hours. Song downloads triggered a $3,144,477 donation from Bank of America – translating into over 7.8 million days of life-saving AIDS medication for pregnant mothers. There were 7 million YouTube views of the ad, 112,000 campaign mentions and 107,000 tweets. And the Bank achieved the most consecutive days of positive total brand sentiment since 2008. Creative Execution: We used the week-long pre-SuperBowl ad frenzy to count down to the action the world should take on 2/2, using paid, owned, and earned media to tease the free 24-hour download event on that day. 15 Bank and (RED) site and mobile properties, and iTunes itself, featured the countdown – it was even on the digital billboard in Times Square behind pre-game commentary on Fox. Radio, and a promoted Vine in Twitter, teased U2’s song to capture attention. Hours before the game, a Twitter celebrity push signaled it had begun. Exclusive and customized deals with Facebook, Twitter, Google, Yahoo!, and Shazam made direct-to-iTunes downloads possible. The SuperBowl end of Q1 ad position was momentum-building. The ad ran 13 more times, during post-game commentary and the next morning’s “best commercials” talk show chatter. Commuter radio, print, and YouTube dialed up the urgency in the final hours on Monday. Insights, Strategy and the Idea: AIDS is no longer top-of-mind for Americans. Yet we’re on the verge of achieving the most important milestone to date in the global fight, where it is possible we could end mother-to-child HIV transmission by the end of 2015. And we know: people want to join a cause that can be won. As a powerful demonstration of Bank of America’s new brand promise – Life’s Better When We’re Connected – we created a simple action that would signal to the world that we can uniquely reignite support for this cause at scale. We invited our worldwide employees and customers to jumpstart the movement, and built an innovative social and cross-channel paid media program to build momentum behind (RED)’s largest brand participation effort ever. For all those who connected via this one action – downloading U2’s new song ‘Invisible’ for free – Bank of America donated $1 to (RED)’s fight to deliver an AIDS-free generation.
THE FIRST AIDS-FREE GENERATION
案例简介：结果和有效性: 重新点燃了结束非洲艾滋病的运动，我们建立了一个多媒体程序，做了音乐史上从未做过的事情: 在 1 小时内下载一首歌曲 100万次。使用有史以来第一次的策略直接驱动到 iTunes，在总共 24 小时内有 3,144,477 次下载。 歌曲下载引发了美国银行 3,144,477 美元的捐赠 -- 转化为怀孕母亲 780万多天的拯救生命的艾滋病药物。YouTube 上有 700万的广告浏览量，112,000 次竞选活动提及和 107,000 次推文。 该银行实现了自 2008年以来连续几天最积极的品牌总人气。 创意执行: 我们利用长达一周的超级碗前广告狂潮，用付费的、拥有的、 2/2 的方式，把世界应该采取的行动归结为并赢得了媒体戏弄当天的 24 小时免费下载活动。15 银行和 (红色) 网站和移动设备以及 iTunes 本身都展示了倒计时 -- 它甚至出现在时代广场的数字广告牌上，仅次于福克斯的赛前评论。电台和推特上的一位推广人取笑 u2 的歌曲来吸引人们的注意。 比赛前几个小时，推特上的名人推信号已经开始。与 Facebook 、推特、谷歌、雅虎和 Shazam 的独家定制交易使得直接下载到 iTunes 成为可能。 超级碗第一季度广告位置的结束是势头建设。广告又跑了 13 次，在赛后评论和第二天早上的 “最佳广告” 脱口秀上。通勤电台、印刷和 YouTube 在周一的最后几个小时里拨打了紧急电话。 见解、战略和想法: 对美国人来说，艾滋病不再是头等大事。然而，我们正处于实现全球斗争迄今为止最重要里程碑的边缘，我们有可能在 2015年底前结束母婴传播艾滋病毒。我们知道: 人们想加入一个可以赢得的事业。 作为美国银行新品牌承诺的有力证明 -- 当我们联系在一起时，生活会变得更好 -- 我们创造了一个简单的行动，向世界发出信号，我们可以独特地重新点燃对这一事业的大规模支持。我们邀请我们的全球员工和客户开始这项运动，并建立了一个创新的社交和跨频道付费媒体项目，以建立 (RED) 有史以来最大的品牌参与努力的势头。 对于所有通过这一个动作连接的人 -- 免费下载 u2 的新歌《看不见》 -- 美国银行捐赠了 1 美元给 (RED) 提供无艾滋病一代的战斗。
THE FIRST AIDS-FREE GENERATION
案例简介：Results and Effectiveness: Reigniting the movement to end AIDS in Africa, we built a multi-media program that did something that had never been done in music history: 1million downloads of a song in 1hour. Using first-ever tactics to drive direct to iTunes, there were 3,144,477 downloads in the total 24-hours. Song downloads triggered a $3,144,477 donation from Bank of America – translating into over 7.8 million days of life-saving AIDS medication for pregnant mothers. There were 7 million YouTube views of the ad, 112,000 campaign mentions and 107,000 tweets. And the Bank achieved the most consecutive days of positive total brand sentiment since 2008. Creative Execution: We used the week-long pre-SuperBowl ad frenzy to count down to the action the world should take on 2/2, using paid, owned, and earned media to tease the free 24-hour download event on that day. 15 Bank and (RED) site and mobile properties, and iTunes itself, featured the countdown – it was even on the digital billboard in Times Square behind pre-game commentary on Fox. Radio, and a promoted Vine in Twitter, teased U2’s song to capture attention. Hours before the game, a Twitter celebrity push signaled it had begun. Exclusive and customized deals with Facebook, Twitter, Google, Yahoo!, and Shazam made direct-to-iTunes downloads possible. The SuperBowl end of Q1 ad position was momentum-building. The ad ran 13 more times, during post-game commentary and the next morning’s “best commercials” talk show chatter. Commuter radio, print, and YouTube dialed up the urgency in the final hours on Monday. Insights, Strategy and the Idea: AIDS is no longer top-of-mind for Americans. Yet we’re on the verge of achieving the most important milestone to date in the global fight, where it is possible we could end mother-to-child HIV transmission by the end of 2015. And we know: people want to join a cause that can be won. As a powerful demonstration of Bank of America’s new brand promise – Life’s Better When We’re Connected – we created a simple action that would signal to the world that we can uniquely reignite support for this cause at scale. We invited our worldwide employees and customers to jumpstart the movement, and built an innovative social and cross-channel paid media program to build momentum behind (RED)’s largest brand participation effort ever. For all those who connected via this one action – downloading U2’s new song ‘Invisible’ for free – Bank of America donated $1 to (RED)’s fight to deliver an AIDS-free generation.
第一个无艾滋病的一代
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THE FIRST AIDS-FREE GENERATION
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