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THE GREEN BOX PROJECT

基本信息
行业: 酒精饮料
媒体:推广与活动
投放:英国
风格: Minimalism
说明cnen
Describe the brief from the client
Through initiatives such as Art Labels and Beck’s Futures, Beck’s has been fostering and showcasing new talent in the UK for the past 25 years. But at a global level, awareness of the brand’s links with the art scene was low. For 2011, Beck’s’ objective was to make this history of supporting independent thinking relevant and meaningful for its consumers, whilst establishing Beck’s as the premium beer of choice for the independent-minded individual.

Describe how the promotion developed from concept to implementation
The aim of the project was to continue Beck's’ legacy of supporting independent thinking at a time when art funds were being cut across the globe. The challenge was how to showcase the resulting projects in an accessible and relevant way. A virtual gallery was the answer: in collaboration with product designers and digital technologists we arrived at a 2x2m cube capable of triggering an augmented reality experience when exposed to a smartphone app. 30 artists were selected to kick off the project. Each produced a bespoke art-piece exhibited in Green Boxes installed in locations across America and Europe.

Describe the success of the promotion with both client and consumer including some quantifiable results:
Overall there was an increase in brand equity as well as an increase in perception of Beck’s as a trendsetting, innovative and progressive brand. Within the local areas where Green Boxes were placed, there were significant uplifts in brand awareness scores –particularly in the US where this had been a key challenge. There was also significant growth of Future Consideration scores amongst consumers that had been exposed to the campaign. Film content on the branded Vimeo channel was viewed in excess of 1,000 times a day. An increase of 25% more Facebook fans following the campaign.

Explain why the method of promotion was most relevant to the product or service
The target audience’s media consumption was on-demand, with high web and smartphone usage. The challenge was to deliver a trans-media idea that would excite and connect with them in novel, innovative ways. The solution: the Green Box Project, a global cultural initiative that will fund hundreds of art, design, fashion and music projects over several years, all to be showcased in the world’s first networked augmented reality gallery. Each bespoke art piece is experienced via a mobile app – the Beck’s Key App – which is activated when held against a 2x2m physical Green Box.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户企划:
制片:
其他职位:Digital Producer: Joris Pol, Tobias Gefken
Experiential Developers: Jason Bruges Studio
Creative Agency: Mother London
奖项
戛纳国际创意节 2012
铜奖 推广
Best Use of Other Digital Media in a Promotional Campaign
D&AD 2012
年鉴奖 品牌设计
Digital Brand Expression
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