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品尝美国 -- 它比你想象的要近
案例简介：名字Taste America-它比你想象的更接近brand: Integral是在保加利亚工作和前往美国的先驱机构之一。洞察力我们深入研究了成为Z一代意味着什么。这一代人通常被认为精通技术，对社交媒体友好。他们倾向于忽视街上的实体广告。其他相关特征包括他们喜欢旅行，非常务实。文化洞察力人们认为美国离这里很远。实际上，它只是从保加利亚出发的12小时航班。Idea & execution我们制作了印刷品，展示了学生可以工作的城市和附近潜在的有吸引力的地方之一-开车离开。我们受到Google Maps UX设计的启发。我们做了大约800种不同的指纹。导航也有公里的真实距离。通过这种方法，我们有信心接触到目标受众，因为对他们来说，这感觉很直观。对于Z一代的学生来说，手里拿着智能手机是一种熟悉甚至自然的感觉。所以我们把手机屏幕带到街上，直截了当地告诉他们: “嘿，不远。你会看到和体验的东西。
品尝美国 -- 它比你想象的要近
案例简介：name Taste America — it’s closer than you think brand: Integral is one of the pioneering agencies for Work and Travel to the USA based in Bulgaria. insight We delved into what it means to be Generation Z. People from this generation are generally regarded as tech-savvy and social media-friendly. They tend to overlook physical advertising on the streets. Other relevant characteristics include that they enjoy traveling and are very pragmatic. cultural insight The perception is that the USA is very far away. In reality, it is just a 12h flight from Bulgaria. Idea & execution We created prints that show the cities where students could work and one of the potentially attractive places nearby — a car drive away. We were inspired by the Google Maps UX design. We did around 800 different prints. It is navigation that also has a real-life distance in kilometers. With this approach, we are confident in reaching the target audience because for them it feels intuitive. It is a familiar and even natural for Gen Z-aged students to have a smartphone in their hands. So we bring the phone screen to the street and tell them in a straightforward manner: “Hey it is not that far away. You will see and experience stuff.
Taste America - It's Closer Than You Think
案例简介：名字Taste America-它比你想象的更接近brand: Integral是在保加利亚工作和前往美国的先驱机构之一。洞察力我们深入研究了成为Z一代意味着什么。这一代人通常被认为精通技术，对社交媒体友好。他们倾向于忽视街上的实体广告。其他相关特征包括他们喜欢旅行，非常务实。文化洞察力人们认为美国离这里很远。实际上，它只是从保加利亚出发的12小时航班。Idea & execution我们制作了印刷品，展示了学生可以工作的城市和附近潜在的有吸引力的地方之一-开车离开。我们受到Google Maps UX设计的启发。我们做了大约800种不同的指纹。导航也有公里的真实距离。通过这种方法，我们有信心接触到目标受众，因为对他们来说，这感觉很直观。对于Z一代的学生来说，手里拿着智能手机是一种熟悉甚至自然的感觉。所以我们把手机屏幕带到街上，直截了当地告诉他们: “嘿，不远。你会看到和体验的东西。
Taste America - It's Closer Than You Think
案例简介：name Taste America — it’s closer than you think brand: Integral is one of the pioneering agencies for Work and Travel to the USA based in Bulgaria. insight We delved into what it means to be Generation Z. People from this generation are generally regarded as tech-savvy and social media-friendly. They tend to overlook physical advertising on the streets. Other relevant characteristics include that they enjoy traveling and are very pragmatic. cultural insight The perception is that the USA is very far away. In reality, it is just a 12h flight from Bulgaria. Idea & execution We created prints that show the cities where students could work and one of the potentially attractive places nearby — a car drive away. We were inspired by the Google Maps UX design. We did around 800 different prints. It is navigation that also has a real-life distance in kilometers. With this approach, we are confident in reaching the target audience because for them it feels intuitive. It is a familiar and even natural for Gen Z-aged students to have a smartphone in their hands. So we bring the phone screen to the street and tell them in a straightforward manner: “Hey it is not that far away. You will see and experience stuff.
品尝美国 -- 它比你想象的要近
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Taste America - It's Closer Than You Think
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