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套件节拍
案例简介：为什么这项工作与品牌体验和激活相关？ 足球是世界上产生最多情感的运动，万事达卡是世界上最好的足球比赛的赞助商: 欧洲冠军联赛。但是，为了成为赞助商，我们希望以与粉丝联系的方式将所有这些热情传递给品牌。这就是为什么我们开发了一种可以以创新和情感的方式与他们联系的技术。这是与品牌相关的独特体验，证明了这项运动产生的力量和情感。 背景 15年来，万事达卡一直是欧洲冠军联赛的官方赞助商，这是世界上最重要的足球比赛。它还促进了足球中一些最激动人心的时刻: 孩子们在开始每场比赛之前与球员一起跳上球场的那一刻。 对于孩子们来说，亲自与偶像见面，跳上足球场，成千上万的人欢呼，是梦想成真。这种经历对另一群人同样重要: 他们的父母。因为对足球的热情是他们继承的东西，并在父母和孩子之间建立了独特的纽带。但是，当他们的孩子度过童年最激动人心的时刻时，父母无法与他们一起生活。我们的目标是通过他们对足球的热情以创新和难忘的方式为孩子们创造一种将父母与他们联系起来的体验。 描述创意 (投票20%) Kit Beats是第一个欧洲冠军联赛官方装备，可让您与孩子进行难忘的联系体验，因为它可以通过实时传输他们的心跳来连接父母和孩子。齿轮由两件相互连接的球衣组成: 一件给父母，另一件给孩子。儿童球衣包括一个随时识别他们心跳的设备。该设备向父母的球衣发出信号，该球衣接收信息并通过振动和光线再现自己球衣中的心跳。这样，父母可以随时感受到孩子的兴奋，并像拥抱在一起一样生活。 这是一种技术设备，可让他们通过对足球的热情来同步自己的情感并建立难忘的纽带。 描述策略 (投票20%) 万事达卡是一个每个人都认为与财务和支付有关的品牌，但他们希望证明自己的意义远不止这些。他们想证明自己是一个技术品牌，可以帮助连接世界各地的人们和情感。 通过足球的情感和联系比其他任何部门都要深刻得多，这就是为什么欧洲冠军联赛的赞助不仅仅是赞助。这是万事达卡利用其定位的机会。 这样，我们设法将球迷在欧冠比赛前感受到的联系转变为我们的消费者和品牌之间的联系，让我们更接近我们的消费者，成为一个让他们有机会生活真正无价的机会的品牌。这些都是基于自己情感的体验，其他品牌都无法提供。 描述执行 (投票30%) Kit Beats包括一个传感器，该传感器记录心率细节，并通过蓝牙将其发送到微控制器，该微控制器负责处理并通过LoRa无线技术将其传输给看台上的接收家庭成员。 为了做到这一点，他们开发了自己的LPWAN网络，该网络使用中间信号中继器增强了每个体育场的信号，使用433Mhz频段来避免干扰以及体育场的信号抑制剂。 我们在马德里竞技对阵多特蒙德的比赛中发起了这场运动。在这场比赛中，我们记录了整个体验及其结果，以启动视频。在社交媒体上发布视频后，我们宣布Kit Beats将可用于在西班牙进行的所有UCL比赛，包括将在马德里举行的锦标赛总决赛。这导致万事达卡平台呈指数级增长。 列出结果 (投票30%) 我们的第一个结果与孩子们的情绪有关。平均心率从82 bpm开始，当他们在隧道中问候玩家时达到108 bpm。但是当他们站在球场的中心，冠军的国歌回荡时，它达到了顶峰 (143 bpm)。父母能够一直感受到这些情绪。 该运动在西班牙媒体甚至一些外国媒体上都受到了很好的欢迎，出现在西班牙主要网络和主要报纸的体育版块上-体育和一般新闻。我们仅在西班牙就实现了100万多个业务，1300000 € 的投资回报率和40% 增加n联系人在15天内-除了3000万获得的媒体印象。
套件节拍
案例简介：Why is this work relevant for Brand Experience & Activation? Football is the sport that generates the most emotions in the world and Mastercard is the sponsor of the best football competition in the world: The UEFA Champions League. However, in order to become more than a sponsor, we wanted to channel all this passion towards the brand in a way that connects with the fans. This is why we developed a technology that can connect with them in an innovative and emotional way. It’s a unique experience linked to the brand that proves the power and the emotions this sport generates. Background For 15 years, Mastercard has been the official sponsor of the UEFA Champions League, the most important football competition the world. It also promotes some of the most exciting moments of football: the moment in which children jump onto the field alongside the players before starting each match. For children, meeting their idols in person and jumping onto the football field with thousands of people cheering is a dream come true. And the experience is just as important for another group of people: their parents. Because passion for football is something they inherit and creates a unique bond between parents and children. However, when their children live one of the most exciting moments of their childhood, the parents can’t live it with them. Our goal was to create an experience for the kids that connected their parents to them, through their passion for football in an innovative and unforgettable way. Describe the creative idea (20% of vote) Kit Beats is the first Champions League official gear that allows you to live an unforgettable experience of connection with your child, since it can connect parents and children, by transmitting their heartbeat live. The gear consists of two inter-connected jerseys: one for the parent and another for the child. The children’s jersey includes a device that recognises their heartbeat at all times. This device sends out a signal to the parent's jersey that receives the information and reproduces the heartbeat in their own jersey through vibration and light. This way, the parent can feel the excitement of their child at all times and live the experience as if they were hugging each other. It’s a technological device that allows them to synchronise their emotions and create an unforgettable bond through their passion for football. Describe the strategy (20% of vote) Mastercard is a brand that everyone recognises as related to finance and payments, but they wish to prove that they are much more than that. They want to show that they are a technological brand that helps connect people and emotions around the world. Emotions and connections through football are much deeper than in any other sector, which is why the sponsorship of the UEFA Champions League is more than just a sponsorship. It is an opportunity for Mastercard to exploit its positioning. This way, we managed to transform the connection that football fans feel before a Champions League match into a connection between our consumers and the brand, to bring us closer to our consumers and become a brand that gives them the chance to live really priceless opportunities. These are experiences based on their own emotions that no other brand can offer them. Describe the execution (30% of vote) Kit Beats includes a sensor that registers the heartrate details and sends them via Bluetooth to a micro-controller that is responsible for processing and transmitting them, through LoRa wireless technology - to the receiving family members on the stands. To make this possible, they have developed their own LPWAN network that strengthens the signal in every stadium with intermediate signal repeaters, using the 433Mhz band to avoid interferences as well as the signal inhibitors of the stadiums. We launched the campaign during the Atlético de Madrid vs. Borussia Dortmund match. During this match, we recorded the entire experience and its results to launch a video. After launching the video on social media, we announced that Kit Beats would be available for all UCL games played in Spain, including the grand final of the championship that will take place in Madrid. This resulted in the exponential growth of the Mastercard platforms. List the results (30% of vote) Our first results were related to the children's emotions. The average heart rate started at 82 bpm and reached 108 bpm when they were greeting the players in the tunnel. But it reached its peak (143 bpm) when they stood at the centre of the field with the Champions’ anthem echoing. The parents were able to feel these emotions all the time. The campaign had a very good reception on Spanish media and even some foreign media outlets, appearing on the sports sections of the main Spanish networks and the main newspapers - both sports and general news. We achieved over 1 million engagements just in Spain, 1300000€ of ROI and 40% increase in contacts within 15 days - in addition to 30 million Earned Media Impressions.
Kit Beats
案例简介：为什么这项工作与品牌体验和激活相关？ 足球是世界上产生最多情感的运动，万事达卡是世界上最好的足球比赛的赞助商: 欧洲冠军联赛。但是，为了成为赞助商，我们希望以与粉丝联系的方式将所有这些热情传递给品牌。这就是为什么我们开发了一种可以以创新和情感的方式与他们联系的技术。这是与品牌相关的独特体验，证明了这项运动产生的力量和情感。 背景 15年来，万事达卡一直是欧洲冠军联赛的官方赞助商，这是世界上最重要的足球比赛。它还促进了足球中一些最激动人心的时刻: 孩子们在开始每场比赛之前与球员一起跳上球场的那一刻。 对于孩子们来说，亲自与偶像见面，跳上足球场，成千上万的人欢呼，是梦想成真。这种经历对另一群人同样重要: 他们的父母。因为对足球的热情是他们继承的东西，并在父母和孩子之间建立了独特的纽带。但是，当他们的孩子度过童年最激动人心的时刻时，父母无法与他们一起生活。我们的目标是通过他们对足球的热情以创新和难忘的方式为孩子们创造一种将父母与他们联系起来的体验。 描述创意 (投票20%) Kit Beats是第一个欧洲冠军联赛官方装备，可让您与孩子进行难忘的联系体验，因为它可以通过实时传输他们的心跳来连接父母和孩子。齿轮由两件相互连接的球衣组成: 一件给父母，另一件给孩子。儿童球衣包括一个随时识别他们心跳的设备。该设备向父母的球衣发出信号，该球衣接收信息并通过振动和光线再现自己球衣中的心跳。这样，父母可以随时感受到孩子的兴奋，并像拥抱在一起一样生活。 这是一种技术设备，可让他们通过对足球的热情来同步自己的情感并建立难忘的纽带。 描述策略 (投票20%) 万事达卡是一个每个人都认为与财务和支付有关的品牌，但他们希望证明自己的意义远不止这些。他们想证明自己是一个技术品牌，可以帮助连接世界各地的人们和情感。 通过足球的情感和联系比其他任何部门都要深刻得多，这就是为什么欧洲冠军联赛的赞助不仅仅是赞助。这是万事达卡利用其定位的机会。 这样，我们设法将球迷在欧冠比赛前感受到的联系转变为我们的消费者和品牌之间的联系，让我们更接近我们的消费者，成为一个让他们有机会生活真正无价的机会的品牌。这些都是基于自己情感的体验，其他品牌都无法提供。 描述执行 (投票30%) Kit Beats包括一个传感器，该传感器记录心率细节，并通过蓝牙将其发送到微控制器，该微控制器负责处理并通过LoRa无线技术将其传输给看台上的接收家庭成员。 为了做到这一点，他们开发了自己的LPWAN网络，该网络使用中间信号中继器增强了每个体育场的信号，使用433Mhz频段来避免干扰以及体育场的信号抑制剂。 我们在马德里竞技对阵多特蒙德的比赛中发起了这场运动。在这场比赛中，我们记录了整个体验及其结果，以启动视频。在社交媒体上发布视频后，我们宣布Kit Beats将可用于在西班牙进行的所有UCL比赛，包括将在马德里举行的锦标赛总决赛。这导致万事达卡平台呈指数级增长。 列出结果 (投票30%) 我们的第一个结果与孩子们的情绪有关。平均心率从82 bpm开始，当他们在隧道中问候玩家时达到108 bpm。但是当他们站在球场的中心，冠军的国歌回荡时，它达到了顶峰 (143 bpm)。父母能够一直感受到这些情绪。 该运动在西班牙媒体甚至一些外国媒体上都受到了很好的欢迎，出现在西班牙主要网络和主要报纸的体育版块上-体育和一般新闻。我们仅在西班牙就实现了100万多个业务，1300000 € 的投资回报率和40% 增加n联系人在15天内-除了3000万获得的媒体印象。
Kit Beats
案例简介：Why is this work relevant for Brand Experience & Activation? Football is the sport that generates the most emotions in the world and Mastercard is the sponsor of the best football competition in the world: The UEFA Champions League. However, in order to become more than a sponsor, we wanted to channel all this passion towards the brand in a way that connects with the fans. This is why we developed a technology that can connect with them in an innovative and emotional way. It’s a unique experience linked to the brand that proves the power and the emotions this sport generates. Background For 15 years, Mastercard has been the official sponsor of the UEFA Champions League, the most important football competition the world. It also promotes some of the most exciting moments of football: the moment in which children jump onto the field alongside the players before starting each match. For children, meeting their idols in person and jumping onto the football field with thousands of people cheering is a dream come true. And the experience is just as important for another group of people: their parents. Because passion for football is something they inherit and creates a unique bond between parents and children. However, when their children live one of the most exciting moments of their childhood, the parents can’t live it with them. Our goal was to create an experience for the kids that connected their parents to them, through their passion for football in an innovative and unforgettable way. Describe the creative idea (20% of vote) Kit Beats is the first Champions League official gear that allows you to live an unforgettable experience of connection with your child, since it can connect parents and children, by transmitting their heartbeat live. The gear consists of two inter-connected jerseys: one for the parent and another for the child. The children’s jersey includes a device that recognises their heartbeat at all times. This device sends out a signal to the parent's jersey that receives the information and reproduces the heartbeat in their own jersey through vibration and light. This way, the parent can feel the excitement of their child at all times and live the experience as if they were hugging each other. It’s a technological device that allows them to synchronise their emotions and create an unforgettable bond through their passion for football. Describe the strategy (20% of vote) Mastercard is a brand that everyone recognises as related to finance and payments, but they wish to prove that they are much more than that. They want to show that they are a technological brand that helps connect people and emotions around the world. Emotions and connections through football are much deeper than in any other sector, which is why the sponsorship of the UEFA Champions League is more than just a sponsorship. It is an opportunity for Mastercard to exploit its positioning. This way, we managed to transform the connection that football fans feel before a Champions League match into a connection between our consumers and the brand, to bring us closer to our consumers and become a brand that gives them the chance to live really priceless opportunities. These are experiences based on their own emotions that no other brand can offer them. Describe the execution (30% of vote) Kit Beats includes a sensor that registers the heartrate details and sends them via Bluetooth to a micro-controller that is responsible for processing and transmitting them, through LoRa wireless technology - to the receiving family members on the stands. To make this possible, they have developed their own LPWAN network that strengthens the signal in every stadium with intermediate signal repeaters, using the 433Mhz band to avoid interferences as well as the signal inhibitors of the stadiums. We launched the campaign during the Atlético de Madrid vs. Borussia Dortmund match. During this match, we recorded the entire experience and its results to launch a video. After launching the video on social media, we announced that Kit Beats would be available for all UCL games played in Spain, including the grand final of the championship that will take place in Madrid. This resulted in the exponential growth of the Mastercard platforms. List the results (30% of vote) Our first results were related to the children's emotions. The average heart rate started at 82 bpm and reached 108 bpm when they were greeting the players in the tunnel. But it reached its peak (143 bpm) when they stood at the centre of the field with the Champions’ anthem echoing. The parents were able to feel these emotions all the time. The campaign had a very good reception on Spanish media and even some foreign media outlets, appearing on the sports sections of the main Spanish networks and the main newspapers - both sports and general news. We achieved over 1 million engagements just in Spain, 1300000€ of ROI and 40% increase in contacts within 15 days - in addition to 30 million Earned Media Impressions.
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