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180 Book

180 Book | 180 | Dubois Meets Fugger
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基本信息
行业: 公益与非盈利组织
媒体:平面
投放:比利时
语言:英语
风格: Minimalism
说明cnen
Campaign Summary

180 is a project that aims to get the long-term unemployed (mainly women) back on the job market. Main objectives: - sensitizing, motivating and activating the isolated, long-term unemployed women in society - sensitizing intermediaries in training centers on gender equality - sensitizing organizations that are active in all kinds of ways in the world of entrepreneurs - stimulating the coordinating collaboration between the different training centers in Flanders We started this project with the conviction that we had to provide some kind of personal trainer for each individual in our target group. But an actual personal trainer for over 100.000 unemployed people was obviously undoable. We decided to distill everything a personal trainer would say and wrote a self-help book that would function as a friend, a personal trainer, and an informer all at once. To promote this book we wrote a mini series through which we could ‘drop by’ in our target audience’s living room. In this daytime TV soap our main character, (a long-term unemployment single mother), has just finished reading the book, and is about to give her life a turn of 180 degrees. The book is featured throughout the series. None of her achievements have been glorified or are unattainable for our target audience. Things actually get worse before they get better. She has real-life problems for which we provide real-life answers. The series has a very credible happy ending, convincing our audience they can achieve the same level of success, if they start by introducing this book into their lives.

Context


Objectives

B-C AIMS Activating the long-term unemployed Short term: starting the buzz: → we want people to discuss the series Mid term: linking the series to a product: → we expect the audience to link the product to the series, and become motivated to acquire and use the product Long term: augment traffic to training centers → we expect our target group to feel no more barriers and feel ready and complex-free to step to an advisory service office or a training center to get the assistance they need B-B AIMS Sensitizing intermediaries towards better co-operation Short term: Creating involvement from the different intermediate organizations → we want these institutions to feel as part of the team Mid term: Spur the different authorities and municipalities on to tackle problems together and in a more coordinated fashion. → we want the intermediaries all over Flanders to become mutually active Long term: continuation of this project and the actions taken towards the target group, even after the series is off the air. → 180 is to become a widely operated instrument in the field

Philosophy/Solution


Strategy

What was the message you wanted to convey?

1. Core theory
“We cannot go and sell the concept of ‘training’ and ‘training centers’ to our target audience just like that.”
What DIDN’T we do?
Work out an ad campaign about awareness and the barriers on the job market
What DID we do?
‘Hey there… There’s this new show on TV… It has a great cast… It’s a top quality production… And what’s more…it’s in this unique format, because… All regional channels have agreed to, for this once, tune their broadcasting schedules together and to agree on one transmission moment once every week to broadcast a new episode of the series. Indeed, on à ll regional channels at the same time… The very first Flemish daytime drama…

2. B-C STRATEGY
Temptation
We are dealing with a very complex subject matter and a target audience that is hard to reach. They often lack the information and the opportunities. Our target audience might WANT change, but usually don’t know where to start, or do not even realize the options they have. If we were to overwhelm them with information about training possibilities and advisory services, the information would be less likely to get (through) to them.
→ what we should do is literally infiltrate into the target group’s living
Room
Research shows that our target group is a heavy consumer of passive media, with first and foremost television. They do not only have to deal with a lack of information and opportunities, access to mobility is not always a feasible aspect of their lives. As a result their life context covers a relatively small area. At the same time most existing actions and response opportunities in the field of training and work are located locally.
→ regional TV is thus the most suited medium to reach our target
audience à nd to meet our requirements towards our goals

Only when we have entered their personal space, we can create a living environment in which our target group can recognize itself. And when a certain identification has taken place, we can easily add additional information without overwhelming our target audience or giving them the impression we are forcing down an opinion on them.
→ we have to seduce them subtly only to attach a call to action at the
Last Minute

3. B-B STRATEGY
Raising awareness
We are in a sector that has traditionally been known for it’s abundant communication to different target groups, through different media. Nevertheless, a part of their target audience is not addressed successfully. Wha’s more, the message is not always comprehensible: sometimes the communication is unintelligible for outsiders or is at times a tad on the boring side.
→ we have to give this sector more visibility and recognition in a reliable manner, but perhaps packaged more seductively.
The social field is somewhat suspicious towards a commercial ‘handling’ of their targets and clearly steers away from a commercial approach. → we have to build a clear bridge towards the social field and convince them of the added value of the TV series.
Past cases show us that social projects tend to become nine day’s wonders, with a quick launch and an even quicker breakdown. This project however, has been set up in such a way that it can be carried on by the intermediaries and the entire social field way past it’s launch date.
→ we have to create a feeling of personal proud about the project amongst the intermediaries, and convince them of the fact that “the TV series 180 tells the story of MY daily workplace reality!”

What were the media mix and weighting, and why?
We are proud of the integrated approach we took on for this campaign. Each step in our strategy is convenient and is correlated with every other step. We have reached our aim of ‘stepping in contact’ with a target audience that was so hard to reach that few other authorities took the effort to invest in this group of isolated people.
制作信息
品牌:
广告公司:
奖项
EACA Care Awards 2009
获奖作品
Local and Regional Authorities
IMC - Integrated Marketing Communications European Awards 2009
银奖
Integrated Communication
IMC - Integrated Marketing Communications European Awards 2009
铜奖
Cause or Charity/Non-profit Marketing
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