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Gillette Databoards

基本信息
行业: 美容与健康
媒体:推广与活动
风格: Minimalism
说明cnen
Why is this work relevant for Media?

Gillette used its stadium billboards not just to show its logo, but to bring important information to the players on the field. By doing this, we added a new element to the sport, making teams look at our billboards in the most important moments of the matches and make them think twice before acting. For the first time, stadium billboards got into the game and a media that was just landscape became more relevant than ever. In one month, we changed the way people play and watch professional football forever, providing the best a man can get on the field.

Background

Gillette has always been on football fields, sponsoring the biggest championships in the world. But as the years went by, stadium billboards became landscape and the little attention we had were being split with other brands around the pitch. How could we get our billboards attention, take better advantage of this media and make something meaningful to the fans?

Describe the creative idea/insights (30% of vote)

What if we could transform this media into a dashboard and provide statistics that could change the game? Like the player’s percentage of shootings or the goalkeeper’s jumping percentages at penalty shootouts? That thought became possible when we partnered with Kin Analytics, who had millions of statistics about players and teams from all over the world and provided us with all the data we needed.
With the statistics in our possession, we selected the best ones, transformed them into an easily-read material and brought them to the backstage of the Florida Cup, the biggest international pre-season tournament in the world. Every time something important happened, a professional beside the field communicated it to the team in the war room. A leader judged what was the best statistic that could help in that moment and in just a few seconds the team of data + design sent it to the field.

Describe the strategy (20% of vote)

The plan was to reach 80 million potential Gillette consumers around the world: the audience of Florida Cup. Our partnership with the organization contemplated the whole tournament in 2019, so we could inform all teams in all games equally. Before the games, Gillette spoke on the social networks, bringing some hot statistics and warming up for the game. After the matches, we released pills for the followers with highlights and data we collected on the match.

Describe the execution (20% of vote)

After making a deal with Florida Cup, we partnered with Kin Analytics, a global big data company that provided us all the data we wanted from all the participants at Florida Cup.
We filtered the data and transformed them into layouts that players and fans could read fast. So, in the week of Florida Cup, Gillette started posting statistics about the teams on social media.
On January 10th, our data team went to the backstage of the tournament with one mission: to watch the games and send data in real time according to what was happening on the field.
Every time a penalty kick, a corner kick or a dangerous free kick happened, a scout on the field talked to the guys in the war room. In just a few seconds, related data was displayed on Gillette DataBoards.

List the results (30% of vote)

- Aired in 103 countries spanning 80 million viewers around the world
- Covered by the 3rd biggest football channel on YouTube
- 65 million impressions
- Number of Gillette BR followers on Twitter increased 7.4% during F.C.
- 87% of positive comments about our billboards

Describe the use of data, or how the data enhanced the campaign output

Data was the key element that enabled a stadium billboard to get into the game and change the way teams played at Florida Cup, the biggest international pre-season tournament in the world. Important data like where the goalkeeper usually jumps at penalty kicks and which sides are most taken by the shooters were displayed on the DataBoards, making players think twice before taking an action. Other than that, the teams’ strengths and weaknesses were shown, helping coaches to adapt their tactics according to the data received.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 媒介应用
Use of Data-driven Insight
戛纳国际创意节 2019
入围 户外
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