注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Speed Camera Lottery

基本信息
行业: 汽车及相关服务
媒体:互动
投放:瑞典
语言:英语
风格: Minimalism
说明cnen
Describe the campaign/entry:
Our challenge was to drive interest for Volkswagen BlueMotion – a range of car innovations that lowers environmental impact without compromising on the joy of driving. Our original solution to this was The Fun Theory – that fun can change human behaviour for the better – a global success we wanted to build on. Our competition, The Fun Theory Award, had previously received hundreds of amazing competition entries from over 35 countries. But the winning idea had come from Kevin Richardson, a San Francisco-resident who came up with the Speed Camera Lottery. Kevin’s idea revolved around fining speeding drivers and rewarding those that obeyed traffic regulations through a lottery, where the winnings came from the speeding drivers fines. We decided to give back to the Fun Theory community and test if the Fun Theory could make a difference in keeping drivers safe, by making Kevin’s idea reality. The Speed Camera Lottery was launched in Stockholm.
Give some idea of how successful this campaign/entry was with both client and consumer:
The Speed Camera Lottery reduced the average speed of traffic on a busy Stockholm road by 21.6% - equivalent to 6.8km/h. The campaign sparked debate around how fun could change behaviour on the roads for the better, both in Sweden and around the globe – generating amazing PR for Volkswagen. And Volkswagen’s share of the eco car market in Sweden grew by 84%. (source: bilsweden.se) We had increased the Fun Theory’s momentum, rewarded our loyal fans by realizing an idea directly from the global Fun Theory community, and continued to reinforce the visionary thinking behind BlueMotion Technologies.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The Speed Camera Lottery was implemented in collaboration with Sweden’s National Society for Road Safety on a busy road in Stockholm. Over a 3 day period, 24 857 cars passed our speed camera. In a sense, this was our only media channel. But as we had planned, the idea was picked up by the media and the blogosphere, who were also inspired by the idea of using fun and rewards to increase traffic safety. The Speed Camera Lottery was discussed in leading local newspapers, the local TV news, the New York Times and automobile blogs. The Fox News morning show did a special feature on the Speed Camera Lottery. The Lottery was also covered on the BBC World Service, reaching 45 million listeners. A Google search on "Speed Camera Lottery" gave 0 hits before the campaign started. Just one week after it gave 36.600 hits. Today, it’s 287 000 hits.
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:
摄影:
排版:
设计:
客户主管:
客户主任:
客户经理:
客户企划:
制片:
导演:
其他职位:Production Manager: Barbro Långjuth
Other: Idea: Kevin Richardson, Social Media
Other Credits: Idea The Speed Camera Lottery: Kevin Richardson. Web Producer: Linda Eriksson.
奖项
戛纳国际创意节 2011
钛狮 整合营销钛狮
Titanium and Integrated
伦敦国际广告节 2011
金奖 数字媒体
Non-Traditional: Automotive
伦敦国际广告节 2011
银奖 数字媒体
Automotive
纽约国际广告节 2011
银奖 户外
Outdoor: Automobiles
The One Show 2011
铜铅笔 广告创新
Eurobest - The European Advertising Festival 2011
铜奖 户外
Stunts & Live Advertising
Eurobest - The European Advertising Festival 2011
铜奖 户外
Digitally Led Integrated Campaigns
最新更新
加载中...
赞助商