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。

Can't Stop

基本信息
行业: 视听与电子产品
媒体:影视
投放:美国
风格: Minimalism
说明cnen
Fitness devices usually target athletes. Samsung wanted to change that with Move: a collection of fitness devices for everyday people. To raise awareness, we created “Can’t Stop”: an exclusive mix that only plays when you move.

The mix—by sought-after music producer Diplo—plays as long as the mobile site detects movement via your phone’s GPS and accelerometer. To hear the whole mix, you have to move for 30 minutes straight. Jump, run, dance —we don’t discriminate. Just don’t stop.

In the first week alone, 1.2M people got moving, and awareness for the Move collection went up 36%.

Execution

Diplo created a 30-minute mix comprised of new, unreleased content. The mix, hosted in a mobile web-app exclusively at www.movewithgalaxy.com, uses mobile sensors to pull data from a phone’s accelerometer and GPS to detect movement. When movement is detected, the song plays. When movement stops, it stops.Diplo teased the mix to a live audience of 2,000+ at the product launch party at Samsung’s 837 Headquarters in Manhattan, where he encouraged people to move to extend his set. He tweeted the link to his 2 million Twitter followers – it was live for one month.In both the app and the live event, the music motivated people to move, so the design had to do the same. Elements with multiple states gamified movement: the visuals got more dynamic as a person moved, and slower and smaller when they slowed down, making them feel like they “Can’t Stop.”
Synopsis

“Move” is a series of fitness accessories from Samsung that helps everyday people stay active. The series includes the Gear Fit2 wristband, the Gear IconX wireless ear buds and the Level Active headphones. The brief was to promote the Move collection by showing how it can be fun and useful for non-athletes who want to move and get fit.
Outcome

•It started with Diplo’s tweet to his 2 million followers and spread organically, resulting in over 87mm social impressions•The mix became a trending topic in 48 hours•In the first week alone, 4.1 million people got moving and stayed on the site for an average of 21 minutes. •18% of people moved for 30 minutes to listen to the whole mix•We broke the “fitness” mold by getting featured in music sites like the Verge and Billboard, and Cosmo called Diplo “The fitness coach you were looking for.”•+36% product awareness for the “Move” collection
CampaignDescription

“Can’t Stop” is an exclusive 30-minute mix by Grammy-winning DJ/Producer Diplo. But there’s a catch: the only way to play it is by moving. If you stop moving, it stops playing. The mix is housed in a mobile web app that uses your phone’s GPS and accelerometer to detect movement. Run, jump, dance, pogo – the app doesn’t discriminate. Just don’t stop, and Diplo’s new release will keep playing.
Strategy

A study from the CDC found “Nearly 80% of adult Americans don’t get the recommended amounts of exercise each week.” But you’d never know that looking at most fitness advertising.Our target audience wasn’t athletes, but average 24-34 year-old millennials. They’re into music and culture, but they also want to be fit and healthy. They’re interested in tracking their steps and counting calories not only at the gym, but also during activities like running errands or a night dancing. Additionally, they spend 21hrs a week (almost a whole day) on their mobile devices.Our approach was to position this collection as fitness products that actually fit your life. Whether your life is running, jumping, dancing, or shopping, moving your body should be easy, fun and rewarding. Our strategy was to help non-athletic millennials move by giving them tangible and relevant motivation: an exclusive mix they can only hear while moving.
制作信息
品牌:
广告公司:
执行创意总监:
制作公司:
导演:
音乐:
其他职位:Entrant Company: R/GA, New York, USA
Additional Company: MAD DECENT, Los Angeles, USA
Samsung Team, Marc Mathieu, Jesse Coulter, Kristin Harrer, John T Field, Monique Nanclares, Kyle Lazarus, Samsung
Creative Team, Tristan Kincaid, Trevor Eld, Qian Qian, Thibault Gerard, Katie Facada, Bruno Nakano, Cesar Marchetti, Jenny Wu, R/GA
Client Services, Helder Santo, Chad Wilson, Ben Kravitz, R/GA
Content Studio, Marc Calamia, Diego de la Maza, Mark Voelpel, Christopher Raleigh, Reginald Ross, Andre Vendenburg, Aaron Goldberg, Irka Seng, R/GA
Technology, Adam Housman, Frank Yandolino, Andres Pagella, Ignacio Tischelman, Jin Sung Yoo, Lambert Torres, Pablo DiStefano, Pablo Roulet, Nahuel Lema, Nicolas Schteinschraber, Pablo Muratore, Joe Wanko, Brian K, R/GA
Prototyping, Michael Piccuirro, Scott Kundert, R/GA
Software Engineer, Brian Kuzma, R/GA
Quality Assurance, Jodha Kandola, Kevin Geruldsen, R/GA
Data Science, Marc Maleh, R/GA
Experience Design, Olya Mikhaliova, R/GA
奖项
戛纳国际创意节 2017
入围 设计
Digital Installations & Events
戛纳国际创意节 2017
入围 设计
Sound Design
戛纳国际创意节 2017
入围 Entertainment for Music
Production of Exclusive Artist Content in Partnership with a Brand
D&AD 2017
木铅笔 广播与音频
Innovative Use of Radio
最新更新
加载中...
赞助商