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Continental Grip Line

基本信息
行业: 文化、娱乐与运动
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Brand Experience & Activation?

This project is all about giving cyclists the safest cycling experience ever. Thanks to this revolutionizing innovation presented during Milan Design Week, one of the most important design and technological exhibits in Europe, Continental has involved and engaged consumers towards the future of mobility. Through this activation we let all the people stop and think about the importance of road safety, letting them feel with their own hands how safe their future can become.

Background

Cyclists are the most vulnerable people on the road, only 5.6% of accidents that involves them ends up without an injury. In Italy, every 35 hours a cyclist dies on the road, and 250 die in a year (Istat).
Continental is one of the forerunners in creating and adopting what are now indispensable safety standards in the mobility industry. Safety is their mission. With the opportunity to be sponsor of the 102nd Giro d’Italia, one of the most important cycling competitions in the world, Continental felt that it was their duty to help keep cyclists safer. The challenge was to bring attention and empathy to the issue of road safety creating a project that would have a significant contribution for cyclists and mobility in general. The final aim? To become the safety sponsor of the road.

Describe the creative idea (20% of vote)

Continental Grip Line: the first marking paint which increases road safety. We answered to the challenge with a new product concept, going straight to the root of the problem. Deep diving into road safety issues, we discovered that one of the main causes of road accidents for cyclists are due to the slipperiness of the marking paint which reduces the road grip, becoming a real problem when it rains. This is why the idea of Grip Line was created. It is an innovative marking paint with a revolutionary formula composed by mineral fillers and particulate rubber recycled from end of life tires. A certified test demonstrated that this new paint increased the grip of tires up to 35% in wet conditions, and it provides a high anti skid level of 80 SRT compared to 45 SRT of the traditional one, helping cyclists ride safer.

Describe the strategy (20% of vote)

There are two main target audiences for this project. The first one is people on the roads, those who Continental wants to keep safe everyday: cyclists, pedestrians, auto and moto drivers, etc. The second one is Italian public administration and municipalities, those that can really make things happen by adopting this kind of technological solution. This is the reason why Milano Design Week was chosen as the event to launch Grip Line and to start raising awareness on road safety issues. Indeed, this event has the power to engage citizens, to influence public opinion and start an effective conversation with the head of public administration through round table discussions and talks about the theme.

Describe the execution (30% of vote)

To help Continental’s Grip Line come to life, our team was joined by a paint producer partner that allowed the creation of the first prototype. Then, it was submitted to studies and tests with positive results that showed the effectiveness of the idea. To present this new marking paint we created a special exhibition for a week in the heart of Milan Design Week district on April 09th. There people had the opportunity to deep dive into road safety issues through an exhibition of concerning data about cyclist accidents in a creative format; talks and round table with experts from different fields and famous cycling influencers. Above all they were able to touch with their own hands this innovative marking paint and test it on a real road. In this way, people were able to feel how it’s like to have a safer cycling experience.

List the results (30% of vote)

The response to Continental’s Grip Line innovative marking paint was outstanding. Thousands of citizens participated in the exhibition and tested the prototype, creating hype around the topic under the #saferoads. In just two weeks, more than 150 offline and online articles were written boosting the social media conversation. Furthermore, five Italian towns, including Milan, demonstrated interest in adopting the Grip Line Paint as a marking paint. The first km of cycle lane and cross roads with Continental Grip Line are now a reality; currently, a real life test is running in Milan. This is another important step ahead for Continental’s brand mission: making all roads safer for everyone, every day.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2019
入围 品牌体验与激活
Tangible & Spatial Technology
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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