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#hondanextdoor

基本信息
行业: 汽车及相关服务
媒体:推广与活动
投放:法国
风格: Minimalism
说明cnen
EntrySummary
Honda has fewer dealerships than its direct competitors in France. Moreover, Honda's media investment over one year appears to be one of the lowest in its category. So, to get its CR-V and HR-V SUV models in front of prospects, we knew classic advertising and purchasing funnel would not work. But Honda has a main and valuable asset : its community. All the Honda lovers are driven by the same passion : they like engines, motors and driving, they like our cars and advocate them. This is why we decided to reach out to the brand's biggest fans and asked for help. Fans make the best salespeople, as they genuinely talk about the Honda brand and its products from their own experience. Therefore, our objective was to raise attention around our SUV range by adopting a hyperlocal and targeted media approach around Honda fans.
BriefExplanation
With #Hondanextdoor we invited fans to transform their garage into pop-up dealerships. These dealerships looked like real dealerships with big logos, banners, special entrance etc. Thanks to them, we entered the suburb and had concrete advertising material - guerilla style - directly where it was needed. More than just branding, the pop-up dealerships were the occasion to showcase the cars in a life-like environment and therefore be more striking.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
银奖 户外
Ambient > Live Advertising & Events
戛纳国际创意节 2018
入围 品牌体验与激活
Live B2C Brand Experience or Activation
戛纳国际创意节 2018
入围 直效
Excellence > Low Budget / High Impact Campaign
戛纳国际创意节 2018
入围 户外
Innovation > Ambient Outdoor
D&AD 2018
木铅笔 体验
Out-of-Home
The One Show 2018
优秀奖 直效
Guerrilla Marketing
The One Show 2018
优秀奖 平面与户外
Ambient Media (Indoor & Outdoor) / Experiential & Installations - Single
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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