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AR Drops

基本信息
行业: 服装
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Media?

Apple’s AirDrop is a technology typically used for sharing photos and videos with people closeby. Adidas used this technology in a completely innovative way by creating a bespoke AR experience for it and turning it into an unexpected form of advertising media.

Background

Adidas was about to release its greatest running shoe—The Ultraboost19, and they wanted to get sneakerheads across America excited to buy the shoes. The only catch was— all we had was a picture of what this shoe looked like. So our brief was to get sneaker enthusiasts talking about a shoe that hadn’t even been released, and have them visit adidas.com to sign up to get on the waitlist.

Describe the creative idea/insights (30% of vote)

We decided that to get people excited about this shoe, we had to get them to try it on. But we needed a medium to create a digital try-on for a shoe that hadn't even been released. Then we needed a medium to deliver it to sneakerheads in the market for new sneakers.

Describe the strategy (20% of vote)

We realized that our demographic, sneakerheads, thinks about sneakers in three places— stores where they buy sneakers, events where they go to show-off their sneakers, and Snapchat— where they post about their newest sneakers.

So we wanted to hijack every single major sneaker store and fashion boutique in New York, LA, Houston, Chicago and have people who are in the market for new sneakers, try-on OUR sneakers instead.

Then we dropped the experience onto people’s phones at basketball games, hip-hop concerts and most importantly— Snapchat to get everyone deep in the sneaker culture talking about it.

Describe the execution (20% of vote)

The week of the Ultraboost19 launch, people shopping in Nike stores got a notification via Apple’s AirDrop: “Ultraboost19 is here, be the first to try it on”. When they clicked this digital flyer, it opened up a first-of-its-kind augmented reality experience that let them try on the new adidas sneaker, just by pointing their phone at their feet.

So with the use of the unlikely medium of AirDrops, we had people trying on adidas shoes— in Nike stores (and everywhere else).

List the results (30% of vote)

60 Million shoe try-ons
2.4 Million visits to adidas.com to sign up for release updates
12% increase in brand favorability
Shoe sold out in under an hour
Subsequent release sold out in 10 minutes
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
银奖 媒介应用
Excellence in Media Execution
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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