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。

Fight for Territory

基本信息
行业: 文化、娱乐与运动
媒体:互动
投放:新西兰
风格: Minimalism
说明cnen
Synopsis
The English and Irish Lions Rugby Tour of New Zealand is a big deal, a huge deal. And they only come every twelve years, so Steinlager, the official sponsor of the All Blacks, wanted to get the most out of the tour and asked us to help fuel the excitement and rivalry that made the competition so great.
Strategy
Well, during the Lions Tour teams and fans actually spend more time at the airport travelling between stadiums than they do at the actual stadiums. But there is nothing going on at the airport, no advertising, no support, it doesn’t even feel like part of the tour.
Relevancy
Steinlager (the iconic New Zealand beer) have been a sponsoring the All Blacks (the iconic NZ rugby team) for 30 years. Why? Because rugby and beer go together. In fact, drinking beer while watching rugby ‘is’ part of the consumer journey. And kiwis are loyal and will drink the beer that supports their team. So, when the Lions Tour was coming to NZ we had to remind the fans of Steinlager’s connection to the All Blacks because so many other brands were trying to jump on the band wagon and the stadium would be saturated with competitor’s advertising.
Outcome
The Fight for Territory campaign brought the brand to the very beginning of the rugby tour beer drinker’s customer journey. It gave them a side to choose and a beer to go with that side well before the competition beers had any say. Over the course of the campaign we had 90,000 fans approach a sign to force a turn over. That’s enough to fill the rugby stadium twice and both beers saw an increase in sales with Guinness up 18% and Steinlager, already the top selling beer in the country, up 5%. But most importantly one of the biggest parts of the tour actually felt like part of the tour.
Execution
So, we bought every sign which included 65 digital screens across both national and international terminals and 8 large scale static billboards. We then told our rival, Guinness, the official sponsor of the Lions, that they could have the signs. But they had to fight us for them. We had fitted each of the 65 digital screens with a camera and microprocessor and programme them to recognise fans. Fans from either team could then take over the signs and blanket the airport for their team. All they had to do was approach the screen and stand their ground. Just like a rugby match on the field it was a fight for territory.
CampaignDescription
To show we really understood the customer journey we bought every sign at the airport… and then we offered them to our rivals, Guinness beer, the official sponsor of the Lions... for free. Why on earth would we do that?
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
银奖 品牌体验与激活
Sponsorship & Brand Partnership
戛纳国际创意节 2018
银奖 直效
Channels > Use of Print / Outdoor
戛纳国际创意节 2018
银奖 直效
Digital & Social > Real-time Response
戛纳国际创意节 2018
银奖 直效
Excellence > Single Country Campaign
戛纳国际创意节 2018
铜奖 品牌体验与激活
Tangible & Spatial Technology
戛纳国际创意节 2018
铜奖 公关活动
Sponsorship & Brand Partnership
戛纳国际创意节 2018
入围 直效
Sectors > Food & Drink
戛纳国际创意节 2018
入围 媒介应用
Channels > Use of Events
戛纳国际创意节 2018
入围 媒介应用
Excellence in Media Execution
戛纳国际创意节 2018
入围 户外
Interactive Digital Screens
戛纳国际创意节 2018
入围 户外
Innovation > Standard Sites
D&AD 2018
木铅笔 体验
Out-of-Home
D&AD 2018
木铅笔 体验
Tech Led
D&AD 2018
木铅笔 媒介应用
Use of Interaction
The One Show 2018
优秀奖 直效
Ambient Media / Billboards & Transit - Campaign
戛纳国际创意节 2017
入围 品牌体验与激活
Sectors > Food & Drink
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

最新更新
加载中...
赞助商