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Re:shakespeare

基本信息
行业: 视听与电子产品
媒体:其他
投放:英国
风格: Minimalism
说明cnen
Strategy
We knew that over 70% of young people aged 11-17 have access to a mobile device at home and that, in UK schools over 75% of primary and secondary classes now use them as learning tools. Research also revealed that they motivate disengaged pupils –especially boys and disadvantaged pupils who struggle with literacy. From our co-partners, the RSC, we further learned that young people respond best to Shakespeare when they experience kinaesthetic learning – learning through doing and feeling. We brought these insights together to create an immersive learning tool that allowed students to experience Shakespeare through performance – and delivered that experience directly into their hands via a bespoke digital experience. We then used a range of online channels - including YouTube, Samsung and RSC owned-channels and bespoke eDM to encourage our audience to experience REShakespeare for themselves.
Outcome
RE:Shakespeare reached 1,200 schools, 2,000 teachers and over 530,000 young people creating word of mouth buzz. The digital PR created 68 pieces of targeted coverage with a total reach of 707,594,733 and a media value of £1,173,316. Highlights included 20 pieces of national coverage including The Times, The Telegraph and The Mail on Sunday. Online, cultural influencers from The Guardian to Fast Company have praised its intent - culminating in a 3-minute spot in The Economist's "What The World Will Be Talking About In 2016." One prominent Shakespeare blog described it as “…not just-a must-have but a “drop-whatever-it-is-that-you’re-doing-and-get-down-to-Google-Play-and-download-it-now” must have. It really is that good.” And every time a student picks up the app and delivers their performance, they are responding in the way that Shakespeare always intended – and experiencing it all through Samsung technology.
Synopsis
Engaging an 11-17 year-old audience is challenge for tech brands like Samsung. Especially in a fragmented media landscape where digitally-savvy audiences no longer listen to traditional advertising – preferring to seek out unmediated online experiences for themselves. So finding new ways to engage with this hard-to-please audience in the online space has become a focus for Samsung. The challenge here was to create a meaningful digital experience for Shakespeare, a playwright who has been dead for 400 years, who uses language that can seem archaic and impenetrable - and create it within an online environment for a digital-savvy audience raised on the immediacy of digital culture. Using a mixture of innovative technology, Samsung-owned channels, online video and digital PR, our objective was to engage our audience with Samsung by bringing a subject alive they would otherwise be in danger of rejecting for life.
Execution
RE:Shakespeare was launched on 26th June 2015 via an online Youtube Trailer, the Samsung Discover channel and the Summer 2015 edition of the RSC’s Education news, a bespoke eDM reaching over 2000 schools country-wide. These all drove traffic to the app, itself. The innovative technology and re-purposing of native Android features (such as the world-first 360° performance of scenes from Much Ado about Nothing on the RST stage) and the culture clash of Shakespeare with hip-hop and iambic pentameter with beatbox provided PR talkability for tech and culture audiences. While big names like David Tennant and Akala the rapper created wider cultural buzz. The app was subsequently made available free-of-charge via the Google Play Store placing Samsung tech into the hands of a wider audience and bringing Shakespeare to life on the 400th anniversary of his death
Campaign Description
We partnered Samsung with the Royal Shakespeare Company – one of Britain’s most reputable cultural institutions - to create the RE:Shakespeare platform, based around Samsung technology,the Android OS and Samsung and RSC-owned channels. Online video, digital eDM and PR drove our audience to RE:Shakespeare, an innovative android app that encourages students to explore Shakespeare’s work through performance - standing up, speaking out loud. As they work through a series of immersive 360° and interactive challenges, hosted by celebrity influencers like David Tennant, Akala Shlomo the beatboxer and RSC performance experts like actor Tamsin Greig, they’re transformed from passive readers to active performers, discovering his stories, characters and language in exciting new ways. By engaging directly and physically with the words and rhythms of the text, Shakespeare’s complex thoughts and language start to make sense, inviting an instinctive and personal learning response.
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其他职位:Design Director: Andy Day
Head of Business Development: Christine Park
Director of Education: Jacqui O'Hanlon
Managing Partner: Jason Capra
Group Account Director: Chloe Siddall
Director of Development: Rebecca Preston
Manager: Seockyoung Sarah Shim
Global Cheil Strategy Officer: Chris Chalk
Head of Corporate Development: Lisa Ramsell
Business Leader: Mary Harris
Executive Director: Catherine Mallyon
Technical Lead: Paul Lavery
Vice President Corporate Marketing: Russell Taylor
Global Chief Creative Officer: Malcolm Poynton
Project Manager: Pierre Trochu
Lead UX Designer: Quentin Gauvrit
Head of Project Management: Andrew Stevenson
Executive Producer; Marc D'Souza
奖项
戛纳国际创意节 2016
入围 网络
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戛纳国际创意节 2015
入围 媒介应用
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