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Whopper Gate

基本信息
行业: 食品
媒体:网络
投放:法国
风格: Minimalism
说明cnen
Synopsis
This operation was set up for Burger King's arrival in Belgium. There was no specific brief on the subject from the client, except ""make some noise"". We knew this would have to be a PR coup, we didn't have any budget to launch a huge campaign. The funny thing is, it was probably our outsider French agency's point of view that led us to imagine something like this. As Belgians themselves wouldn't think of mocking their own King.
Strategy
The operation was for everyone, every Belgian, as we just wanted to pass the message : Burger King is coming. The message was willingly broad, no specifics needed. Every canal was relevant. For Belgians, the King is just something they have, and it's also quite controversial there, so no one would imagine messing with that. For us French people, it's something that makes you smile. So, we wanted to played of this controversial point because our ultimate goal was for the Belgian king to respond to our campaign and approved or disapproved but respond to that.
Relevancy
This operation was set up for Burger King's arrival in Belgium. We decided to poke fun at the King of the Belgians. It did not turn out so well. And something had to be done. The core of the operation was the quick reaction we had to have when the Royal Palace reacted badly.
Outcome
More than 1 billion impressions (we lost count of the PR releases, there were articles in major newspapers all across Europe, the USA, in India, in Saudi Arabia, Israel, Japan...). And most importantly, one of the most successful openings in Europe, as the kitchen was out of food by 8pm.
Execution
As Burger King is a major player on Social Media, we used this to promote the website. We decided to launch it a month before the first opening. The link was posted on their Facebook page and their Twitter account, along with a press release. We also used wild postering to promote the campaign with funny words and a link to the website.Then, when the Palace reacted, we had to act fast. And two days later, we issued another press release and posted the "new logo" on our Facebook & Twitter. But we knew this wasn't sufficient, so we put the new logo everywhere we could, including a few local ads and the construction panels on the coming restaurants.
CampaignDescription
We created a simple voting website. When people arrived on the site, it urged them to elect the true King of the land. They had to choose between King Philippe and Burger King. If people tried to vote for Philippe, there were a few jokes to try to dissuade them. And when the Palace reacted (what we actually had dreamed of), we had to be quick. We were hoping they would react, but we didn't think they'd be that mad. So we had to make things right, and we decided to abdicate by removing the "KING" in our logo.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 直效
Excellence > Launch / Re-launch
戛纳国际创意节 2018
入围 公关活动
Launch / Re-launch
克里奥奖 2018
入围 公关
Crisis & Issues Management
克里奥奖 2018
入围 公关
Product Launch
The One Show 2018
优秀奖 社交媒体
Social Engagement / Community Building
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。

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