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MEMO_O_KE

基本信息
行业: 公益与非盈利组织
媒体:网络
时间:2018年9月21日
投放:泰国
语言:泰文
风格: Minimalism
说明cnen
Why is this work relevant for Media?

This work is more than just a campaign for awareness of Alzheimer’s disease; it’s a tool to fight it. Thus, we decided to launch on one of the world’s most popular platform ‘Youtube’, which can easily be applied on various media channels to directly lead targets to our channel. We are also aware that Thai’s elderly love to share many things through their social network to their fam-ily and friends especially if the topic is about health.

Background

Nowadays, thanks to most awareness campaigns which help promote this issue; Alzheimer’s disease is already known widely in Thailand.

However, the number of people suffering from Alzheimer’s is still rising by 30,000 per year. Therefore, instead of creating just another awareness campaign, our objective is to create a tool to slow down this symptom.

Describe the creative idea/insights (30% of vote)

In Thailand, singing is one of the elderly’s favorite activities. Many would meet up regularly to sing together.

Also, according to a study by Alzheimer’s Association: ‘Music can enrich the lives of people with Alzheimer’s disease, even after dementia has progressed.’

The Alzheimer Foundation of Thailand sees the possibility to enhance the elderly’s favorite activity into a powerful tool for them to fight Alzheimer’s. We have then created MEMO_o_ke: karaoke songs with some parts of the lyrics missing to help stimulate the elderly's memory and help slow down the Alzheimer’s.

Describe the strategy (20% of vote)

In Thailand, singing is one of the elderly’s favorite activities. Many would meet up regularly to sing together. Many studies show that singing can also help stimulate memory among them.

We created MEMO_o_ke: karaoke songs with some parts of the lyrics missing to help stimulate the elderly's memory and help slow down the Alzheimer’s.

We also created MEMO_o_ke Youtube Channel for those songs to reach people nationwide more easily. Since we have a limited budget, we decided to launch the campaign on World Alzheimer’s Day to grab mass attention. Then we collaborated with organizations both private and government to create activities, since we knew that the elderly love singing. Also, we knew Thai’s elderly would help spread these songs through their social channels.

Describe the execution (20% of vote)

We created MEMO_o_ke: karaoke songs with some parts of the lyrics missing to help stimulate the elderly's memory and help slow down the Alzheimer’s.

We also created MEMO_o_ke Youtube Channel for those songs to reach people nationwide more easily. Since we have a limited budget, we decided to launch the campaign on World Alzheimer’s Day to grab mass attention. Then we collaborated with organizations both private and government to create activities, since we knew that the elderly love singing. Also, we knew Thai’s elderly would help spread these songs through their social channels. Finally, ‘MEMO_o_ke’ is permanently incorporated in one of Thailand’s well known department stores.

Media channels: OOH, TV show, online publishers, online influencers, radio talk show, organization’s activities, permanently incorporated in department store.

List the results (30% of vote)

Launched on World Alzheimer’s Day, MEMO_o_ke received more attention than expected. Even though we had a limited budget, this campaign raised PR Value and media to 20+ million baht worth.
Furthermore, many organizations, both private and government, collaborated with us to hold an activity inviting elderly to sing MEMO_o_ke. Zpell, a well-known shopping mall in Thailand, even permanently put MEMO_o_ke into ‘SENIOR ZMART’ their recreational zone.
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其他职位:Account Management Director: Thitiporn Punsakul
Head of Production: Vorawit Prakornkaew
Digital Strategic Associate Director: Chawin Supakasemwong
Digital Strategic Associate Director: Chawin Supakasemwong
Traffic Manager: Wichitra Tritodtrakoon
奖项
戛纳国际创意节 2019
入围 媒介应用
Not-for-profit / Charity / Government
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