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Race A Nation

基本信息
行业: 专业与公共服务
媒体:影视
风格: Minimalism
说明cnen
Synopsis
Vodafone was the first mobile operator to introduce 4.5G speed in Romania and wanted to make it attractive to those using other mobile networks as well. Competition was stepping aggressively into two of the main differentiatiors of Vodafone: network performance & national identity. Every competitor in the market was bragging about a different kind of network certification they got and building a local footprint pillar through communication. Thus, Vodafone had to prove its network capabilities by tapping into local pride, only this time in the most credible way – by engaging consumers in real life. We needed to develop an entertaining stress test for the network, that would demonstrate its power while offering a genuine brand experience for both customers and non-users, in order to increase network perception.
Strategy
As one of the top players in the Romanian mobile market, Vodafone wanted to target all digitalized individuals, aged 16-45, including those using other mobile networks. For them, the phone is indispensable and their network’s performance determines the quality of their “mobile life”. We needed to develop a network performance test relevant to everyone that would also bring a genuine brand experience. So we’ve turned to national identity, as one of our brand’s core values, to help us make a statement. We used the most remote road in the Carpathians that every Romanian is proud of to put our network to a test in the toughest conditions and used real-time data to stream a real car’s driving parameters live into a mobile game.
Relevancy
Vodafone wanted everyone, including the users of other mobile networks, to test its latest 4.5G speed so we transformed a network stress test into a brand experience anyone could join: a live mobile game streamed to hundreds of thousands of smartphones across the country. We teamed-up with the best rally champion and streamed his performance in real-time to the mobile game, through the Vodafone network. From Romania’s most famous remote road in the Carpathian Mountains, live on every phone, the car’s movement was instantly mapped in the game so people could race against the real performance of the actual car.
Outcome
• 157 725 downloads • +24 200 hours total in-app time • Vodafone gained “best network performance” among non-users • 14% growth in network performance perception
Execution
We developed a live mobile game where a real car’s coordinates were converted in real time. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the most remote road in the Carpathian Mountains as the rally circuit. The virtual car respected the real one’s unique features such as drifting capacity and aerodynamics so that the game matched exactly what was happening on the road during the live race. We promoted the game through an integrated campaign and made sure everyone was online for the live race. The game reached over 150 thousand game downloads and a total of over 24 200 hours in-app time. It made it to the country’s biggest gaming events and was covered by the most popular TV tech show as well as the #1 driving show and national news.
CampaignDescription
We transformed Vodafone’s network stress test into a live game that even the competition could join. We developed a live mobile game where a real car’s coordinates were converted in real time through the Vodafone network. For the game play, we teamed up with 8 times national rally champion Titi Aur and mapped the rally circuit on the road every Romanian is proud of: the remote Transfagarasan in the Carpathian Mountains. We promoted the game through an integrated campaign and made sure everyone was online for the live race. From the road in the mountains, live on every phone, the car’s movement was instantly mapped in the game so that people could race against the real performance of the actual rally car. The pilot’s coordinates stood as proof of network while anyone could experience its strengths by joining the mobile game regardless of their own operator.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
入围 品牌体验与激活
Connected Experience
戛纳国际创意节 2018
入围 品牌体验与激活
Brand-owned Experiences
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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