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SONG SWIMMER

基本信息
行业: 视听与电子产品
媒体:推广与活动
投放:阿根廷
风格: Minimalism
说明cnen
Describe the brief from the client:
Sony launched its new Sony´s W Walkman Series, the only submersible MP3 player on the market.
Our challenges:
People get bored swimming and that is detrimental to their training objectives.
Swimmers don´t believe that they can hear music under the water.
Our opportunity was to focus on the differentiating the product in a very striking way turning it into a big benefit: music shortens distances.

Promotion Development:
We asked Martin Carrizo, a professional swimmer who failed in his previous attempt to cross the widest and wildest river in the world (the Río de la Plata, 30 miles) to make a new attempt, but this time using Sony´s W Walkman Submersible Series, just to prove that music shortens distances by transforming miles into songs.
Through Twitter people proposed thousands of songs to help Martin in his challenge. We developed an application that administrated the playlist, monitoring the swimmer performance and climate context, to transmit through the headphones the songs according to the physical needs each moment required.

Results:
• More than 10,000 tweets proposing songs for the swimmer
• People followed the river cross online.
• USD 400,000 in spontaneuos media.
• Sony´s W Walkman Submersible Series stock sold out on the launch day sale.

Relevancy to Product/Service:
Extreme empowering of product benefits

- We demonstrate that music shortens distances, making the impossible possible, like hearing music under the water.

• We focus on the experience of the consumer without distracting the attention from the product.
• It contributes to the building of the brand by communicating its purpose to “Be Moved”.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
摄影:
客户主管:
客户经理:
制片:
导演:
剪辑:
音乐:
音效设计:
后期制作:
其他职位:Chief Production: Esteban Budassi
奖项
戛纳国际创意节 2014
银奖 推广活动
Use of Social Audience in a Promotional Campaign
戛纳国际创意节 2014
银奖 推广活动
Durable Goods
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