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汉堡的谷歌之家 | Google Home of the Whopper

基本信息
行业: 食品
媒体:网络
投放:美国
语言:英语
风格: Minimalism
说明cnen
Execution

We weren’t sure how long Google would allow our activation to work on their device, therefore everything was set to happen around a 24 hour period. The ''15 commercial makes it clear our intention, to ask Google to tell the viewer about the Whopper through their Google Home device. This search is set off when our talent says into the camera “Okay Google” telling the device to react to what is said next “what is The Whopper burger?” At this point, any Google Home device within earshot would read aloud the Wikipedia entry for the Whopper. We first released the advert online, setting off a big internet response. So much so, Google blocked the specific audio clip hours later, ahead of our broadcast debut. But we were ready with other versions, so that Google wouldn’t have time to respond to block these and the Google Home was activating again.
Strategy

Don’t take our word for it. We knew having a third party verify our claims would add va-lidity and ultimately taste appeal to our Whopper message. Google Home is a smart home centre which lets its owners ask questions and check facts pulled from Wikipedia. Therefore, when we activated the Google Assistant search in the device, the result would come from Wikipedia’s entry for the Burger King Whopper and be validated by the site’s entry. And despite the small install base, there had been other widely reported instances of these smart home devices being set off by things they overheard. There-fore we felt the right activation had the chance to transcend the install base and become a buzz-worthy story, thereby spreading the Whopper message well beyond the media buy.
CampaignDescription

Voice activated devices such as Google Home are gaining adoption within US House-holds, with many keeping these devices in their living rooms near their TVs or computers.These devices are always listening to what is happening around them, which makes them useful for their owners who can ask them to check the weather or search for facts online. Which gave us the idea: what if a TV spot and online film intentionally activated the Google Home in order to finish the message, effectively turning our ''15 second commercial into a ''30 that started on TVs and computers, and ended on the device? So we aired a film that ended with the question: “Ok Google, what is in the Whopper Burger?” and managed to trigger thousands of devices that started reading all the list of ingredients from The Whopper’s Wikipedia page.
Synopsis

Burger King’s signature sandwich, The Whopper, is full of fresh ingredients and taste qualifiers – so many that they can’t possibly fit inside a pre-established :15 second US media buy on television. So to extend a ''15 TVC for The Whopper, we turned to the voice-activated virtual assistant Google Home, and intentionally activated it to finish our message by reading The Whopper’s Wikipedia entry. What followed became the first ever commercial that used a voice-activated virtual assistant to extend the length & impact of a TVC. Some called it genius, others called it invasive. But the consensus was clear: with a ''15 second TVC, Burger King had started a debate around the vulnerability and intrusiveness of voice-activated assistants, and their role in advertising’s never-ending quest to enter the living room, while successfully putting The Whopper’s fresh ingredients and taste qualifiers on the tips of billions of tongues.
Outcome

The idea earned 9.3 billion global impressions. It became a global trending topic on YouTube, Facebook, Twitter, and Google Trends, making it Burger King’s most talked about TV spot and most engaged video in the brand’s history. The spot earned $35 million in US media, and created a 500% increase in brand mentions. Within 48 hours of initial launch, the spot was viewed organically 10 million times online. It totaled 15 million online-only views, vs. the 700,000 Google Home devices it targeted. Burger King became the first brand ever to use voice-activated tech to advertise a product, and started a debate around the limits of advertising and invasive technology. Within days after the spot aired, Google Home changed its software to recognize up to 6 voices only.Sources:CisionABMCWeber ShandwickHawkeye MonitoringKetchumCode & TheoryCrimson HexagonYouTube Twitter Insights DashboardFacebook TrendsGoogle Trends
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
制作公司:
制片:
导演:
摄影指导:
剪辑:
其他职位:Entrant Company: DAVID, Miami, USA
Additional Company: COSMO STREET, New York, USA
Additional Company: BURGER KING, Miami, USA
Global Chief Marketing Officer, Fernando Machado, Burger King
Strategy Director, Jon Carlaw, DAVID Miami
Head of Global Production, Veronica Beach, DAVID
Managing Director, Head of Account, Paulo Fogaça, DAVID Miami
Sr. Business Affairs Manager, Barbara Karalis, DAVID Miami
Account Planner, Matías Candia, DAVID Miami
Executive Producer, Jasper Thomlinson, Caviar
Assistant, Habib Semaan, Cosmo Street
Artist & Colorist, Shinya Sato, Cosmo Street
Lead Marketing Communications, Diego Suárez, Burger King
奖项
戛纳国际创意节 2018
金奖 社交与影响力
Innovation > Emerging Platforms
D&AD 2018
黄铅笔 广播与音频
Innovative Use of Radio & Audio
D&AD 2018
石墨铅笔 数字营销
Innovative Use of Technology
The One Show 2018
金铅笔 直效
Innovation in Direct
The One Show 2018
金铅笔 社交媒体
Social Engagement / Community Building
The One Show 2018
金铅笔 社交媒体
Innovation in Film / Online
戛纳国际创意节 2017
大奖 直效
Use of Broadcast
戛纳国际创意节 2017
金奖 直效
Use of Technology
戛纳国际创意节 2017
金奖 移动应用
Cross-device Campaign
戛纳国际创意节 2017
银奖 网络
Cross-device Campaign
戛纳国际创意节 2017
银奖 直效
Retail, e-Commerce, Restaurants & Fast Food Chains
戛纳国际创意节 2017
银奖 娱乐
Excellence in Audience Engagement or Distribution Strategy for Branded Content
戛纳国际创意节 2017
银奖 移动应用
Real-time Response
戛纳国际创意节 2017
银奖 移动应用
Activation by Proximity
戛纳国际创意节 2017
铜奖 创意数据
Data Storytelling
戛纳国际创意节 2017
铜奖 网络
Interactive Video
戛纳国际创意节 2017
铜奖 网络
Innovative Use of Social or Community
戛纳国际创意节 2017
铜奖 媒介应用
Use of TV
戛纳国际创意节 2017
铜奖 媒介应用
Use of Audio Platforms
戛纳国际创意节 2017
铜奖 推广活动
Retail, e-Commerce, Restaurants & Fast Food Chains
戛纳国际创意节 2017
入围 设计
Omni-channel Experience
戛纳国际创意节 2017
入围 数字制作
Rich Media
戛纳国际创意节 2017
入围 直效
Use of Digital Platforms
戛纳国际创意节 2017
入围 媒介应用
Use of Integrated Media
戛纳国际创意节 2017
入围 移动应用
Connected Devices
戛纳国际创意节 2017
入围 钛狮
Titanium
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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