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Commitment Rings

基本信息
行业: 家居与日用品
媒体:网络
投放:西班牙
风格: Minimalism
说明cnen
Outcome
The idea attracted the media attention around the world.As the idea is highly innovative the first objetive was to do it on a small scale and test the functionality and compatibility to which it succeeded.Now, we will launch this on a wider global scale.So far, thousands of couples have registered in the website for their Commitment Rings.
Strategy
A research by Harris Interactive and Netflix indicated that the insight is not only true, but highly relevant and universal.For example, more than 28 millions of couples cheated on their partners with Netflix. 66% would be likely do so at home by themselves on the main TV.Scandalously, 21% would watch in bed while their significant other was asleep and 5% said they would cheat in the bathroom.Also, younger couples were more likely to have “cheated” than older couples.The TV series platform is a perfect fit with the youth target audience. For example 72% who watch Netflix are under the age of 25. However, the universal popularity of TV series meant that the brand also had the opportunity to engage with a wider audience.
Campaign Description
Cornetto, the ice cream of love, decided to help teens been together creating a new gadget.The Commitment Rings. Two rings with NFC technology linked to a video streaming platform that can only be activated when the rings are together.With the app, couples register their rings and pick the series they want to watch together.Then, when couples get both rings close to the mobile the app unblocks the video streaming service in any platform.A powerful way of keeping teens together, sharing their favorites series and why not a Cornetto.The Commitment Rings are linked to a video streaming service account for six months. For free.A perfect gift for anniversaries, Valentine’s Day and any moment when couples feel ready to take a #SeriesCommitment.
Synopsis
Cornetto is a brand that has always played in the space of young love, romance and encourages these moments together. In recent years the brand has played in the space of film as it demonstrated a perfect and easy way for young people to share moments togetherThe brief was for Cornetto to actually demonstrate that moments are better when they are shared together by tapping into a rich behavioural insight that exists in one of the most popular pastimes of today: home entertainment. TV Series are widely enjoyed together by couples. However, their addictive nature results in it being at times impossible to resist watching an episode alone when the other partner is not there. Research showed that this is a highly relevant and relatable insight.The objective was to get people to make a commitment of watching their favourite TV series together with a technological breakthrough never done before.
Execution
The Cornetto Series Commitment rings was an accessory designed to make young couples watch their favourite TV series together and not alone without the other knowing about it. It involved two rings with NFC technology and linked to the major TV series accounts. This technology meant that the TV account could only be activated if the rings were in the same place and the same time. In other words, couples could only watch their favourite TV shows if they were physically together. If they were not together, the account was blocked, making it impossible for one of them to watch an episode alone.As the idea is highly innovative with breakthrough technology, the first objective was to do it on a small scale and test the functionality and compatibility to which it succeeded. The next stage is for Cornetto to launch this on a wider global scale in key markets.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
制片:
导演:
剪辑:
其他职位:Head of Innovation; Fred Bosch
Developer; Javier Aranega
Agency Producer: Florencia Caputo,Florencia Caputo,Marie Gilot
Executive Producer; Victor Matta
Developer: Javier Aranega
Technologist: Gonzalo Zaragoza
Digital Director; Helmut Schreier
Agency Producer: Marie Gilot
Technologist: Gonzalo Zaragoza
Client Service Director: Tom O'Brien
Executive Producer: Victor Matta
奖项
戛纳国际创意节 2016
钛狮 移动应用
Wearable Technology
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