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。

#WtfRonaldo

基本信息
行业: 糖果与零食
媒体:网络
投放:巴西
风格: Minimalism
说明cnen
Synopsis
Snickers is not an official World Cup sponsor. Even so, it wanted to use the event, and the sport itself, to increase its sales and brand affinity. But FIFA is really strict about brands taking advantage of its main event.
Strategy
First we warmed up the subject, by making Ronaldo post some sympathetic post about Argentina's team and players. Then we tookhim to the stadium in a privileged spot, right in front of the photographers, wearing a Argentina scarf and cheering for Argentina (Eventhough they lost 6-1, tough luck). On the same day that Brazil was playing Germany. Of course the media caught him. Of course social media went crazy. Of course the Brazilians went to Ronaldo's Instagram looking for blood. And he had to stay social-media quiet for 24 hours, enduring a lot of insults, to then reveal personally that it was all a campaign. Launching a branded film through his personal account.
Outcome
The stunt was featured in more than 265 media outlets around the world. The hashtag #wtfronaldo became a trending topic in Brazil, on a day that Brazil was playing Germany for the first time since its 7-1 loss, and Argentina lost to Spain by 6-1. The earned media was about 10 times the initial media investment and impacted more than 60 million people.
Execution
Ronaldo posted a few times, clearly sympathizing with Brazil’s most hated rival: Argentina. Then he went to an Argentina match, on the same day of a Brazil-Germany match. The media caught him and social media went crazy. Then he kept silent on social media for 24 hours, before launching a brand film, where he cheered for for Argentina until a friend gave him a Snickers, making him regret his actions immediately. It was the first time that a brand launched a whole campaign through a personal Instagram account.
CampaignDescription
The concept “You’re not yourself when you’re hungry” is widely known, but rarely executed in real life. And never at a live event. And that's what we did – we put a big Brazilian celebrity, the former World Cup champion, Ronaldo, to cheer on Brazil’s most hated rival, Argentina, at a pre-World Cup friendly match. We would only reveal that it was a stunt when the mass media campaign got launched 24 hours later.
制作信息
品牌:
广告公司:
制作公司:
奖项
D&AD 2019
入围 数字营销
Use of Social Media
D&AD 2019
入围 数字营销
Use of Talent & Influencers
D&AD 2019
入围 媒介应用
Use of Events and Stunts
D&AD 2019
入围 媒介应用
Use of Talent and Influencers
戛纳国际创意节 2018
铜奖 社交媒体与网红
Content Marketing > Partnerships
戛纳国际创意节 2018
入围 社交媒体与网红
Sectors > Food & Drink
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。

最新更新
加载中...
赞助商