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Desert Roulette

基本信息
行业: 旅游与运输
媒体:网络
投放:加拿大
风格: Minimalism
说明cnen
Synopsis
WestJet is a company known for doing things in a big way, so it comes as no surprise the airline wanted to do something remarkable to mark its 21st birthday. WestJet gave us the challenge of celebrating this accomplishment, in keeping with their history of pulling significant brand acts, in a place that was completely appropriate for the occasion: Las Vegas. Vegas is a growth destination for the airline, which created the ideal opportunity to remind flyers of WestJet’s service to the city as well as celebrate the impressive company milestone.
Strategy
A lot of WestJet’s success has come from knowing and understanding who their core customer is, and equally, who it’s not. Many airlines put a priority on the business traveller, but WestJet has grown through a clear focus on meeting the need of leisure travellers. These are the people for whom a friendly guest experience is a key driver in their choice of airline, rather than a focus on amenities or a corporate personality for business travellers. These were exactly the kind of people we were targeting for Desert Lights, and with that, we set out to impress a very lucky set of leisure travellers with their sights set on the bright lights of Vegas. Little did they know just how bright those lights would be.
Relevancy
Primarily the use of the desert space to communicate with passengers mid-flight was a stunt on a level never seen before. Also, since nothing of this scale or complexity had been attempted before for airline marketing, it created a buzz across the media to talk about the unique experience.
Outcome
By the end of the few short weeks this event was in market, we achieved over 4 million impressions, coverage in 25+ press outlets, and over 1.5 million views of WestJet’s Facebook video. Most importantly was the reaction garnered from Canadians, totalling 15,000 reactions, 600+ shares and over 1000 comments celebrating the event. Uniquely, two world records were set including ‘greatest light output in a projected image’ and ‘largest circular projection’. Visible from 12,000 feet, the wheel was 785,398 square metres in diameter and reached 4,666,000 lumens.
Execution
First we had to coordinate with WestJet’s flight operations to determine ideal timing for weather and their planned flight paths into Vegas so we could scout a location for the wheel. For people to be able to see something from 12,000 feet in the air, it needs to be massive. To accomplish this, we partnered with Westbury Productions to bring 164 of the largest and brightest moving lights made on the planet to the desert. In total, the lights projected 4.5 million lumens, which was a world record achieved in this process. We then had to establish direct contact with the pilots as they approached the location so we knew when to start the spinning and ultimately land on the winner seat number. Everything had to happen in a window of less than 60 seconds.
CampaignDescription
To demonstrate just how different WestJet is, and emphasize their commitment to guests, we wanted to make the flight to Vegas even more spectacular and surprising than the destination itself. Due to the tight restrictions for what can occur on or in an aircraft, we focused on the ground instead, thankfully Las Vegas is a city in the middle of the desert. Using the space and darkness of the desert to our advantage we built a gigantic roulette wheel in the desert outside Las Vegas. The wheel was made of lights and so large that it could be seen from 12,000 feet up in the air. As the planes approach the wheel’s location, passengers were instructed to take note of their seat numbers and look out their windows. Then they saw was a spinning roulette wheel and when it stopped it displayed a seat number, indicating the winning passenger.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
铜奖 媒介应用
Channels > Use of Stunts
The One Show 2018
优秀奖 直效
Ambient Media / Live Events
The One Show 2018
优秀奖 适应性环境
Architecture Enhancement
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。

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