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Miles For the People

Miles For the People | Reclame Aqui | 葛瑞 | Grey
下载原始文件 下载原始文件 JPG | 1585x1124px
基本信息
行业: 专业与公共服务
媒体:推广与活动
风格: Minimalism
说明cnen
Why is this work relevant for Direct?

Reasons range from surgeries, health treatment, admission to
universities, presentation of scientific theses, sports competitors representing the country and
other important needs. An important factor to mention regards serious health problems.
However, if they cannot afford to travel, they lose all these opportunities. Thinking about
these people, Reclame Aqui decided to go after the 25 million miles generated annually in
Brazil by politicians who acquire flight tickets bought with public money. With these miles, it
would be possible to offer about 3,000 flights

Background

That's why almost no congressman lives there. Thus, weekly, 600 politicians go and return
from their hometowns to the capital city. That means almost 5 thousand trips a week. That's
U$ 15 million a year. Approximately 25 million miles accrued in mileage programs. Except for
the fact that, if the ticket was bought with public money, the miles belong to the people.
However, they are not for anyone; only those who really need to fly but cannot afford to.
People without financial means and with real the need and urgency to have surgery or
treatments, to participate in sports competitions or to present scientific theses or join
universities. All proven by a board of lawyers at Reclame Aqui. To recover the miles for the
people, we went after the politicians in Congress. Next, we used the immense online
engagement base

Describe the creative idea (30% of vote)

That's why almost no congressman lives there. Thus, weekly, 600 politicians go and return
from their hometowns to the capital city. That means almost 5 thousand trips a week. That's
U$ 15 million a year. Approximately 25 million miles accrued in mileage programs. Except for
the fact that, if the ticket was bought with public money, the miles belong to the people.
However, they are not for anyone; only those who really need to fly but cannot afford to.
People without financial means and with real the need and urgency to have surgery or
treatments, to participate in sports competitions or to present scientific theses or join
universities. All proven by a board of lawyers at Reclame Aqui. To recover the miles for the
people, we went after the politicians in Congress.

Describe the strategy (20% of vote)

To get the miles for the people back, we went after the politicians in their natural habitat: the
National Congress. With the help of one of the best-known humorists in Brazil who is also
engaged in political issues, we approached dozens of congressmen, presented the travel cases
and asked for the miles back. Some have pledged their miles, but others have not. It was then
that we asked for help from the more than 800 thousand users who access Reclame Aqui every
day. And they engaged in the cause. Thousands of tweets, Facebook posts and even Instagram
actions were sent to politicians personal accounts.

Describe the execution (20% of vote)

After accessing the expenses in tickets of each of the almost 600
congresspeople, we arrived at the absurd sum of USD 15,000,000.00 per year in tickets. About
25 million miles. Then we went after them to ask for the return of the miles that had been paid
for with public money. At the door of the national congress, we recorded a video where some
of them pledged to return the miles and some did not. Then we used Reclame Aqui's
engagement on social networks to pressure politicians. And the people joined. Thousands of
messages asking for the miles back were sent to politicians' profiles. For the congressmen to
return the miles, it was simple: just go to the campaign website, register your miles and make
them available for one of the cases approved by the lawyers at Reclame

List the results (30% of vote)

Over USD 138 million in spontaneous media, 260 MM people reached online, TV and radio. In
addition to thousands of Tweets, Facebook posts and Instagram, the political class gave in to
"Miles for the People" and began to return the miles that belonged to the people. More than
20 flights were made viable in just two months of campaigning. The subject awakened the
whole country and was the main agenda of the television, internet, radio, newspapers and
magazines. Even Linkedin's No. 1 influencer in Brazil, who is the host of Brazil's leading
economic political newspaper, published the project spontaneously. Two Federal
Congresspeople took the project to be debated within congress. And finally, a third Federal
Congressman created the bill that returns to the population the miles generated on flights paid
for with public money.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Because of the cost, traveling by plane in Brazil is still only for the few. Even so, there are
thousands of Brazilians who have the real need to travel and cannot afford it. On the other
hand, Brazilian politicians accumulate about 25 million miles a year in tickets paid for with
public money. So if the flights were paid for with public money, it is certain that the miles
should be returned to the people. That way, those who need to travel will have access to the
benefit paid for by the very population itself.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
铜奖 直效
Social Behaviour & Cultural Insight
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