The Internet Remembers|海报/平面|广告营销案例【ADGuider广告指南】

互联网记得

案例简介：为什么这项工作与品牌体验和激活相关？互联网记忆是一场难以忽视的运动，其核心是经验。 DrinkWise 的 “互联网记忆” 运动选择了一种更大胆、更实际、更不可错过的策略，而不是运行一种容易被误传、很快被遗忘的关于酒精节制的社交媒体信息: 扰乱澳大利亚人实际饮酒的地点和时间的饮酒行为。在经常后悔的圣诞派对季节到来之前，奇怪的是，在高峰期，人们把空基座放在饮酒热点周围。每个人都使用增强现实来让《夜晚出错》的故事复活 -- 在它们所有令人厌恶的荣耀中。每个人都有一个简单的信息: “互联网记得，所以好好喝”。背景澳大利亚年轻人的饮酒文化是一个主要的社会问题。虽然他们越来越多地选择适度，但 18-24 岁的人仍然是风险最高的饮酒者。其中 28% 的人声称经常喝 5 杯或更多的饮料。超过一半的人说他们喝酒只是为了喝醉。 2014，DrinkWise -- 澳大利亚唯一致力于酒精适度的贸易机构 -- 发起了一场针对 18-24 岁澳大利亚人的行为改变运动: 如何正确饮酒。它没有摇着手指告诉年轻的澳大利亚人不要喝酒，而是用粗鲁但幽默的方式鼓励他们喝 “classy”: 迎合他们保留精心制作的个人品牌的愿望。但是这种反社会和鲁莽的饮酒行为仍在继续。因此，我们的目标是对夜晚外出的行为产生更大的影响。描述创意 (20% 的选票) 互联网记得。看到你宁愿忘记的狗屎，回到 AR 的生活。为了证明互联网真正记得，我们将互联网最醉酒的时刻永垂不朽，并将它们永久存放在网上。然后在关键的饮酒热点使用移动优先增强现实体验，让他们在现实世界中栩栩如生。将醉酒、深夜定罪的两种武器 -- 智能手机摄像头和互联网 -- 变成适度教育的警示工具。像 “安娜的圣诞派对射弹” 和 “乔希的瓷器之吻” 这样的故事，是由用户在一个奇怪的空的、雕像般的底座 (或杯垫或海报) 上扫描代码讲述的让青铜数字雕像和时髦但粗鲁的音频指南栩栩如生。以及关于如何避免陷入类似情况的一点建议。驱车回家，宿醉消退后很久，对你名誉的损害将在网上和记忆中永垂不朽。描述策略 (20% 的选票) 我们发现一种特殊的紧张关系引起了年轻饮酒者的共鸣: 社会风险。一想到你会伤害那些与你的伴侣或未来伴侣的至关重要的关系。 39% 的饮酒者认为 “出丑” 是过量饮酒的最大风险，这与短期健康影响相当，呕吐和第二天不能正常工作。这种被视为 “傻瓜” 的风险也被认为比过度饮酒的长期影响更糟糕。这一代人认为你是一个糟糕的 Instagram 故事，远离一个被毁的名声。但是喝了太多酒后，所有这些担忧都消失了。智能手机摄像头第一眼就出现在有罪的时刻。相反，我们的策略是打断年轻的澳大利亚人，提醒他们酒后驾车可能带来的风险和潜在的声誉损害 -- 而他们实际上是在外面喝酒。描述执行情况 (30% 的选票) 第一阶段: 让年轻的澳大利亚人说话 2018年12月6日，在经常后悔的圣诞派对季节到来之前，底座信息散落在澳大利亚墨尔本的主要饮酒区。这与公关推动让人们谈论过量饮酒相结合，并得到了通过 Instagram stories 和 Facebook 电影推出的关键故事短片的支持。第二阶段: 置于高风险环境中我们让人们通过社交媒体故事和帖子访问激活网站。在去圣诞活动的路上，人们可以顺道拜访并与 AR 'grog-hor' 互动。第三阶段: 将其带入新的饮酒场合我们提醒人们在现场适当饮酒，互动海报和杯垫被送到澳大利亚各地的场馆。当等待喝酒或聊天时，人们能够扫描杯垫背面的代码并与 AR 雕像互动。列出结果 (30% 的选票) 互联网记得在澳大利亚流行文化中被谈论过。 634 个人媒体对电视、在线新闻、广播和传统媒体的影响。估计收入不足 4,000,000 澳大利亚人。表示估计的广告价值为 540,413 美元。年轻的澳大利亚人被积极提醒互联网记得超过 200 家酒吧、俱乐部和酒吧他的杯垫和海报。 812 人访问了激活站点，一般出去吃饭或者晚上出去。超过 6,500 次实地考察，每次考察 3 种不同的 “状态”。大多数网站访问发生在饮酒时刻 (下午7点-上午12点)。互联网记得让年轻的澳大利亚人在外出的夜晚放慢速度在那些接触到这场运动的人中: 80% 的人同意鼓励他们考虑过度饮酒的后果, 36% 的人打算在某个场合节制饮酒

互联网记得

案例简介：Why is this work relevant for Brand Experience & Activation? The Internet Remembers is a hard-to-ignore campaign with experience at its heart. Rather than running an easily-missable, quickly-forgotten social media messaging about alcohol moderation, DrinkWise’s The Internet Remembers campaign opted for a bolder, physical, unmissable tactic: disrupting Australians’ drinking behaviour where and when they were actually drinking. Leading into the oft-regretted Christmas party season, curiously empty plinths were placed around drinking hotspots at peak times. Each used augmented reality to bring the tales of nights gone wrong back to life – in all their disgusting glory. Each with a simple message: “The Internet Remembers, so drink properly”. Background The drinking culture of young Australians is a major societal problem. While they’re choosing moderation more and more, 18–24 year old’s still remain the highest at-risk drinkers. 28% of them claim to drink 5 or more drinks on a regular occasion. And over half say they drink solely to get drunk. In 2014, DrinkWise—Australia’s only trade body dedicated to alcohol moderation—launched a behaviour-change campaign aimed at 18–24 year old Australians: How To Drink Properly. Rather than wagging a finger and telling young Aussies not to drink, it used crass but cutting humour to encourage them to drink ‘classy’: appealing to their desire to retain their well-crafted personal brand. But this antisocial and reckless drinking behaviour continues. And so, our objective was to make an ever bigger dent into the behaviour of a night out. Describe the creative idea (20% of vote) THE INTERNET REMEMBERS. See the shit-facery you’d rather forget, come back to life in AR. To prove the internet truly remembers, we immortalised the internet’s drunkest moments and housed them permanently online. Then brought them to life in the real world using a mobile-first augmented reality experience in key drinking hotspots. Turning the two weapons of drunken, late-night incrimination—smartphone cameras and the internet—into cautionary tools of moderation education. Tales like “Anna’s Xmas Party Projectile” and “Josh’s Porcelain Kiss”, were told by users scanning a code on a curiously empty, statuesque plinth (or coaster or poster) to bring to life a bronze digital statue and a posh-but-crass audio guide. As well as a little advice on how to avoid ending up in a similar situation. Driving home that, long after the hangover has faded, the damage to your reputation will live on – immortal online and in memory. Describe the strategy (20% of vote) We discovered that one particular tension struck a chord with younger drinkers: social risk. The thought that you could harm those all-important relationships with your mates or prospective partners. 39% of drinkers see ‘making a fool of myself’ as the biggest risk of excessive drinking, which is on par with short-term health effects, vomiting and not functioning the next day. This risk of being seen as a “fool” is also thought of as worse than the long-term effects of excessive drinking. This generation thinks you’re one bad Instagram story away from a ruined reputation. But after a few too many drinks, all those concerns go out the window. And smartphone cameras are whipped out first sight of an incriminating moment. Our strategy was instead to interrupt young Aussies with a reminder about the risk and potential damage to their reputation drunk-posting can have – while they were actually out drinking. Describe the execution (30% of vote) Phase One: Get young Aussies talking On the 6th of December 2018 in the lead-up to the oft-regretted Christmas Party season, plinths were message were scattered around key drinking precincts of Melbourne, Australia. This was coupled with a PR push to get people talking about drinking in excess, supported with short-form films of key stories pushed out via Instagram stories and Facebook film. Phase Two: Place in high-risk contexts We got people to visit the activation sites through social media stories and posts. People on their way to a Christmas event could stop by and interact with AR ‘grog-horrors’. Phase Three: Take it into new drinking occasions We reminded people to drink properly in-situ with interactive posters and coasters were sent out to venues around Australia. When waiting for a drink or chatting, people were able to scan codes on the back of coasters and interact with the AR statues. List the results (30% of vote) THE INTERNET REMEMBERS got talked about in Australia pop culture. 634 individual media impacts across TV, online news, radio and traditional press. Estimated earned reach of just under 4,000,000 Aussies. Representing an estimated advertising value of $540,413. Young Aussies were actively reminded that THE INTERNET REMEMBERS Over 200 bars, clubs and pubs housed the coasters and posters. 812 people visited the activation sites, generally going out to dinner or a night out. Over 6,500 site visits looking at 3 different ‘statues’ each session. Majority of website visits occurring during drinking moments (7pm – 12am). THE INTERNET REMEMBERS got young Aussies to slow down on a night out Of those that were exposed to the campaign: 80% agree that it encouraged them to consider the consequences of excessive drinking, And 36% intended to moderate their drinking on an occasion