Automobile Association Of Singapore agencies: J. Walter Thompson Singapore|海报/平面|广告营销案例【ADGuider广告指南】

新加坡汽车协会机构: 新加坡沃尔特 · 汤普森

案例简介：概要谈到新加坡和马来西亚的道路安全，酒精仍然是主要问题, 在过去的两年里，违规道路的数量增加了，两个市场都需要改变如何谈论酒后驾车这个社会问题的方式。过去展示分离的身体碎片或现在留下的家庭成员的平面广告没有接触到 20 多岁的主要目标受众。我们和新加坡汽车协会 (AAS) 一起制作了九个平面广告，但这次音调不同。这些广告在目标受众流行杂志、酒吧街道附近和俱乐部旁边的广告牌以及社交媒体平台上发布。战略主要目标是加强 AAS 作为领先的道路安全组织和支持者的地位，但此外要与更年轻的目标受众建立第一接触点。结果迄今为止，海报收到了巨大的回应。我们接到了许多电话，想了解更多关于酒后驾车行为和如何在规定范围内喝酒的信息，以及几十份购买海报的请求。执行执行过程的主要阶段是在显微镜下对不同的利口酒进行失败实验。一天结束时，超过 100 种不同的物质被测试，9 种被选择来完成一系列流行和常见的饮料。活动描述少即是多。在一个敏感的社会话题中，酒后驾车少不仅多，少就是美。 less 可以帮你省去头痛、断腿和损坏的汽车。为了说明少酒精有多漂亮，我们仔细观察了一滴不同的酒精液化物,鸡尾酒和啤酒，并利用结果传达我们的观点和想法: 酒精。少量的美丽。

新加坡汽车协会机构: 新加坡沃尔特 · 汤普森

案例简介：Synopsis When it comes to road safety in Singapore and Malaysia alcohol is still the main problem, the number of road violations increased during the last two years and both markets were in need to change the wayof how to talk about the social issue of drink and driving. Past print Ads showcasing separated body pieces or family members now left behind didn't approached the main target audience which are in the early twenties.Together with Automobile Association Singapore(AAS) we created a variety of nine print ads but this time the tonality was different. The ads got published in target audience popular magazines, billboards close to bar streets and next to clubs, as well as on social media platforms. Strategy The primary goal was to strengthen the position of AAS as leading road safety organisation and supporter but furthermore to create first touch points with a younger target audience. Outcome To date, the posters have received tremendous response. We received numerous calls to find out more about drink-driving behaviour and how to drink within limits, as well as dozens of requests to purchase the posters. Execution The main phase of the executional process was a lose experimenting of different liqueurs under a microscope. End of the day over 100 different substances got tested and nine got chosen to accomplish a great series of popular and common drinks. Campaign Description Less is More. In an sensitive social topic as drink and driving less is not only more, less is beautiful.Less saves you the headache, the broken leg and the damaged car.To illustrate how beautiful less alcohol can be we took a closer look at one single drop of different alcoholic liquiers, cocktails and beers and used the result to communicate our insight and our idea: Alcohol. Beautiful in small amounts.