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PIANO FOR PEACE

基本信息
行业: 文化、娱乐与运动
媒体:推广与活动
投放:德国
风格: Minimalism
说明cnen
Describe the campaign/entry
Honouring John Lennon, Steinway and Sons devoted him the Imagine Series Limited Edition. Like all Steinway grand pianos only attainable for the few who can afford it. But Steinway believes, especially this instrument should be open to be experienced by everybody. And in this case “everybody” was to be understood as everybody. Other than usual, we addressed a disperse audience: Critical, politically interested and pop-culture savvy people should try the Imagine Series Limited Edition as one of Steinway’s flagship models. To give them a reason to experience the Imagine piano and to ultimately play it, we chose a special occasion: The anniversary of Lennon’s famous Bed-In at Hilton, Amsterdam. And we created an experience that commemorated that event. The same hotel. The same room. Just 43 years later, there was the Imagine piano – equipped with a newly invented animatronic. It allowed our target group to play the real piano in the room, from wherever they were and take part in the event, using just their computer keyboards! Simply enter pianoforpeace.com, contribute your song and it’ll be played by the animatronic on the live webcast. A message, we spread on all relevant channels (Please see detailed description for details!) leading to tens of thousands of viewers witnessing more than 400 selected songs, played by people from more than 80 countries in just eight hours. But most importantly, we strengthened the public’s perception. And also changed it a little bit: Now Steinway also stands for the same ideals, John Lennon had.

Describe the brief from the client
Get other people than the usual, therefore a critical, politically interested and pop-culture savvy audience to experience the Imagine Series Limited Edition as one of Steinway’s flagship models. Needless to say, Steinway is publicly perceived as a producer of a luxury product, so the objective was clearly to help people experience Steinway as a tangible, communicative, entertaining brand.

Results
In just 8 hours, tens of thousands of viewers witnessed more than 400 songs, played by people from more than 80 countries, which made it into the gallery. This, by the way, means an increase of 19,900% compared to an average of 2 people, who usually come on a typical day to a Steinway store, to try a grand piano. Simply believe us. (And if you don’t: (400-2)/2*100=19.900.) But most importantly, we strengthened the public’s perception. And also changed it a little bit: Now Steinway as a brand not only stands for high-quality instruments, but also for the same ideals, John Lennon had.

Execution
A message we deemed worthy of being spread on all relevant channels: First via the official Steinway channels with a kick-off newsletter to existing customers, and a press release exclusively for cultural and tech bloggers. To spread the news into more analogue spheres, we also addressed conventional concert goers at classical concert halls, using traditional posters. Then the buzz started. On Facebook, Twitter and Google+, links started showing up: - Firstly linking to the microsite pianoforpeace.com, when it was still in a teaser phase. - Then, due to a sharing-mechanism, when people contributed their song and when international journalists, they were invited to the room and experienced Piano for Peace for themselves. - And finally, when the songs were broastcast live on the webcast. Needless to say, this made the event show up in the digital press all over the campaign’s timeframe.

The Situation
Honouring John Lennon, Steinway and Sons devoted him a The Imagine Series Limited Edition. Like all Steinway grand pianos, this one is very exclusive, and very expensive. Only few people can afford it. But Steinway believes that especially this instrument is something that everybody should be able to experience and try for themselves, to strengthen Steinway’s public perception as producer of unconventional, high-quality instruments, and shift it away from the severe perception of it being distanced, elite luxury, available to only the fewest of the few - the label formerly attached to the brand.

The Strategy
To give people a reason to experience the Imagine piano and to ultimately play it, we chose a special occasion: The anniversary of Lennon’s famous Bed-In at Hilton, Amsterdam. And we created an experience that commemorated that event. The same hotel. The same room. Just 43 years later, there was the Imagine piano, equipped with a newly invented animatronic. It allowed our target group to play the real piano in the room, from wherever they were, using nothing but their computer keyboards. Simply enter pianoforpeace.com, contribute your song by keyboard and it’ll be played by the animatronic on the live webcast.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户经理:
制片:
导演:
其他职位:Digital Conceptioner: Lena Bartalszky
Management Supervisor: Sönke Bruns
Project Manager: Dierk Roeder
Head of TV: Meike van Meegen, Doyle Dane Bernbach Services
Project Manager Interactive: Christopher Schultz, Markenfilm Crossing
Cutter: Camille Younan, Markenfilm Crossing
2D Artist: Artur Borush, Markenfilm Crossing
Flash-Animation: Marcel Ströter
Webstreaming: Markenfilm Crossing
Programming: OVOS Media Consulting
Keyboard Animatronic: Atelier 35
奖项
戛纳国际创意节 2012
铜奖 公关活动
Best Use of Digital PR
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