Make the politicians work|短视频|广告营销案例【ADGuider广告指南】

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让政治家工作

案例简介：描述客户的简报情况: 叶卡捷琳堡是俄罗斯第四大城市; 就道路质量而言，也是最后一个城市。写城市生活的当地网站 ura.ru 决定提醒政治家，修复道路是他们的责任。促进发展我们的政客不在乎坑洼。他们唯一担心的是自己的公众形象。所以我们把路洞和某些政客的形象联系起来。晚上，在市中心的三个坑洼上，我们画了州长、市长和副市长的脸。第二天，工人们被送到洞里，但只是用油漆覆盖肖像。官员们不知道我们正在用隐藏的摄像机监视这些洞。我们回到洞里，在每个画出来的肖像旁边，我们写道: “画它不是固定的。”。结果关于漫画中提到 ura.ru 的消息在俄罗斯引起了轰动。政客们再也不能无所事事了。这些洞是固定的。因此，启动了一个特殊目的的 Ura.ru Roads 项目，每个公民都可以提交一条有问题的道路，并要求修复它。关于这一行动的消息在 300 多家媒体上发布，在社交网络上被提及 7,000 多次。在这一集的这段时间里，ura.ru 的网站流量翻了一番。在行动前的一个月，1.4千米公路被修复，在 7.6千米之后的一个月。与产品/服务的相关性专门用于问题的激活嵌入了问题本身 -- 主要道路的坑洼。新闻的第一个来源是在 Ura.ru 网站上做广告，所以每个想发布关于坑洼的新闻的媒体都使用了 Ura.ru 的链接，增加了访问者的数量和品牌知识。

让政治家工作

案例简介：Describe the brief from the client Situation: Yekaterinburg is the fourth largest city in Russia by population; and one of the very last in terms of quality of roads. The local site ura.ru, which writes about life in the city, decided to remind politicians that it is their duty to repair the roads. Promotion Development Our politicians don’t care about potholes. Their only worry is their own public image. So we associated road holes with the images of certain politicians. In the night, on three potholes in the city centre, we drew the faces of the governor, the mayor and the vice-mayor. In the following day workers were sent to the holes but only to cover the portraits with paint. The officials were not aware that we were watching over the holes with hidden cameras. We came back to the holes and next to each of the painted-out portraits we wrote: 'Painting it is not fixing it'. Results The news about caricatures with the reference to ura.ru became a sensation in Russia. The politicians were no longer able to sit idle. The holes were fixed. Thus a special-purpose project Ura.ru Roads was launched, where every citizen can submit a problem road with a demand to fix it. The news about the action was released in more than 300 media, mentioned in social networks more than 7,000 times. During this period of this episode, the website traffic on ura.ru doubled. During the month before the action 1.4 km of road were repaired, during the month after – 7.6 km. Relevancy to Product/Service The activation dedicated to a problem was embedded in the problem itself - main roads' potholes. The first source of the news was advertised on the site Ura.ru, so every media that wanted to publish the news about potholes used a link to Ura.ru, increasing number of visitors and brand knowledge.