注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

OPEN BOOK PROJECT

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
投放:澳大利亚
风格: Minimalism
说明cnen
Describe the campaign/entry
Our challenge with this campaign was to find something emotionally engaging that all Australians could relate to. Reach wanted something real that would demonstrate a level of bravery and vulnerability to reflect their brand personality. It was important that the message convey that everyone faces challenges during their younger years, even the most successful and famous people. With a budget of just $40,000 we felt PR and social media would be the best channels to create awareness and public engagement. So we created The Open Book Project. The first phase was a call for entries to celebrities asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au. We also produced outdoor, press, radio and direct marketing from the celebrity’s diary entries. This in turn encouraged visitors to the site to submit their own teenage diary entries and post their stories via Facebook. As our celebrity’s stories spread through the media, the public became captive. What started as a trickle soon became a flood of entries with more people sharing their real life stories.

Describe the brief from the client
With a budget of just $40,000 we felt PR and social media would be the best channels to create awareness and public engagement to achieve our objectives. Objectives • Gain the support of celebrities to share their real teen stories • Show Australians what Reach does • Demonstrate that everyone, even the most successful and famous Australians, have challenges during their teen years • Have young people realise that they’re not alone • Create a dialogue with teenagers • Create talkability with widespread attraction to the campaign • Achieve mass media support on a limited budget

Results
The campaign was very successful in its awareness objective reaching 9.1m Australians with 59,994 page views and an average site visit of 5 minutes over the one-month campaign period. Due to huge media interest in our celebrity stories and the Reach cause we achieved $1,271,440.78 of editorial coverage across TV, print, radio and online mediums for the $40,000 outlay.

Execution
This was a month-long campaign only. The first phase was a call for entries to celebrities, actors, TV and radio personalities, politicians, sports stars, musicians and comedians asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au. Then popular radio and TV personalities also offered their support to the campaign by reading their stories live on air, giving us widespread media awareness of the program for zero media cost. We also produced outdoor, press, radio and direct marketing using extracts from the celebrity’s diary entries. This in turn encouraged visitors to the site to submit their own teenage diary entries and post their stories via Facebook. As our celebrity’s stories spread through the media, the public became captive. What started as a trickle soon became a flood of entries with more people sharing their real life stories.

The Situation
National youth organisation, Reach, believes every teenager should have the support and self-belief to fulfil their potential, regardless of their situation. They connect with more than 57,000 young Australians and run 500 workshops each year. Their challenge is that most Australians aren’t aware of them. Reach approached us to develop an inexpensive awareness campaign, highlighting the fact that they encourage young people to develop trust, openness, and feel comfortable enough to express their concerns.

The Strategy
Our strategy was to create conversations online about teenage struggles of all sizes. Our insight was that we all had aspirations and struggles when we were young and many of us only shared them with our personal diaries. As teenagers we captured our raw emotions on the pages of these diaries that now have become time capsules of our frightened and frustrated pasts. What if we all shared these diaries as a way of showing support to youth and starting a conversation about Reach and its programs? And even better, what if we could view the personal diaries of celebrities written before their fame? That would surely spark the interest of the media and get people interested and talking.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
制片:
导演:
剪辑:
音乐:
音效设计:
其他职位:PR General Manager: Elly Hargreaves
Digital Designer: Jonathan Yuen
Programmer: Carlo Cruz
Digital Producer: Melissa Pillay
Technical Director: Daniel Hewitt
奖项
戛纳国际创意节 2012
铜奖 公关活动
Celebrity Endorsement
最新更新
加载中...
赞助商