Vector Lights|短视频,户外|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

矢量灯

案例简介：大纲; 新西兰的目标是到 2035年只使用 100% 的可再生能源。目前我们坐在 81%。Vector (新西兰最大的电力分配器) 在实现这一目标方面发挥了巨大作用。2017 年，Vector 和奥克兰议会联手建立了智能能源伙伴关系。我们的任务是发起这一伙伴关系，向公众推广这一可持续能源目标。; 另一个关键目标是向新西兰人展示和交流太阳能作为可行能源的潜力。新西兰目前只有 0.2% 的电力是由太阳能发电的，这是一个让它成为焦点并证明其能力的机会。; 战略; 我们的目标受众非常广泛 -- 主要是奥克兰人，但也有更广泛的新西兰受众 -- 因为我们国家的环境未来影响着我们所有人。我们选择了 1月27日星期六奥克兰周年纪念周末的发射日期，因为我们知道我们的活动将是奥克兰人希望庆祝的一个亮点。; 我们选择让儿童和家长参与教育竞争机制，因为向后代传达我们的可持续发展信息是必要的。; 同时,对其他公众来说，我们通过声光表演将这项活动宣传为壮观的能源庆祝活动。; 结果; 我们 6 分钟的发布会达到了这个只有 540万人的国家的 450万人，吸引了国际媒体的关注，也吸引了奥克兰市长和总理参加这次活动。成千上万的人在海岸两旁，跳上船，现场观看新的太阳能地标的揭幕。; vector 网站在发布当晚从每天 60 次访问增加到 24,000 次。增加了 40,000%。; 执行; 为了向全国展示奥克兰的新地标 -- 光之桥 --，我们创造了一个精心设计的太阳能庆祝活动。6 分钟的视听体验带观众踏上了旅程，奥克兰丰富的遗产和毛利传说围绕着太阳展开。这个故事是通过一个精心设计的照明展示来重新讲述的，在那里我们制作了一张桥可以制作的各种形状的印刷单，以构建一个美丽而又克制的照明设计。; 灯光伴随着一首音乐曲目，通过扬声器和新西兰最著名的广播电台的广播同步直播。音乐是用从桥上提取的音频样本创作的。; 故事和音频交织在新西兰的文化多样性中，引用了毛利人、中国人、印度和波利尼西亚文化。; 我们的总理和奥克兰市长出席了发射之夜,他们祝贺 Vector 支持新西兰在可持续性方面的领导作用。; 活动描述; 奥克兰海港大桥是一个疲惫而被遗忘的实用结构，坐落在奥克兰的中心，在城市周围的 30千米多个地方都可以看到。我们决定将它改造成一个高度可见的全球地标，代表可持续发展。我们使用 96,000 个独立可控的发光二极管，由与 Vector 相同的尖端电池技术为家庭提供动力，通过精心设计的照明，庆祝可再生能源的潜力。重要的是，这并不像是一次性的事件，而是奥克兰能源未来的转折点和一个正在进行的项目。; 简要介绍预期结果; 最近当选的工党绿色政府意味着新西兰的可持续发展前景看好。贾辛达 · 阿登 (我们的总理) 设定的第一个目标之一是到 2035年达到 100% 的可再生能源。新西兰喜欢把自己视为可持续发展的全球领导者，作为该国领先的电力供应商，我们需要表明我们对这一愿景的承诺。矢量灯的推出代表了公共部门和私营部门之间的智能能源伙伴关系。朝着更可持续的未来的统一转变。

矢量灯

案例简介：Synopsis;New Zealand has a goal to only use 100% renewable energy by 2035. Currently we sit at 81%. Vector (New Zealand’s largest power distributor) has a huge role to play in making this goal a reality. In 2017 Vector and Auckland Council joined forces in a smart energy partnership. We were tasked with launching this partnership to promote this sustainable energy goal to the public.;Another crucial goal was to demonstrate and communicate the potential of solar as a viable power source to New Zealanders. With only 0.2% of New Zealand’s power currently being generated by solar it was a chance to put it in the spotlight and prove its capability.;Strategy;Our target audience was very broad – Aucklanders primarily, but also a broader New Zealand audience – as our country’s environmental future affects us all. We chose a launch date of Saturday 27 January on Auckland Anniversary weekend, knowing our event would be a highlight during a time when Aucklanders were looking to celebrate.;We chose to engage children and parents with an educational competition mechanism because communicating our sustainability message to future generations was imperative.;At the same time, to the rest of the public, we promoted the event as a spectacular celebration of energy through a sound and light show.;Outcome;Our 6-minute launch show reached 5.4 million people in a country of only 4.5 million – garnering international media attention, as well as drawing Auckland’s Mayor and the Prime Minister to the event. Tens of thousands lined the shores, jumped in boats and tuned in live to see the unveiling of the new solar powered landmark.;Vectors website went from 60 daily visits to 24,000 on the night of the launch. An increase of 40,000%.;Execution;To unveil Auckland’s new landmark – the bridge of lights - to the country, we created a choreographed celebration of solar. A 6-minute audio-visual experience took viewers on a journey though Auckland’s rich heritage and Maori legends centred around the sun. The story is retold through an intricately designed lighting display, where we created a typographic sheet of every possible shape the bridge could make, to build a beautiful yet restrained lighting design.;The lights were accompanied by a music track that was broadcast live through speakers and through a radio simulcast on New Zealand’s most prominent radio stations. The music was composed using audio samples taken from the bridge itself.;The story and audio weaves in NZ’s cultural diversity, referencing Maori, Chinese, Indian & Polynesian culture.;Our Prime Minister and Auckland’s Mayor attended launch night, where they congratulated Vector for supporting New Zealand’s leadership role on sustainability.;Campaign Description;The Auckland harbour bridge was a tired and forgotten utilitarian structure that sits in the heart of Auckland and is visible for more 30km around the city. We decided to transform it into a highly visible, global landmark that stood for sustainability. Using 96,000 individually controllable LEDs, powered by the same cutting-edge battery technology Vector offers for homes, we celebrated the potential of renewable power through carefully considered lighting design. It was important this didn’t feel like a one-off event, but instead a turning point for Auckland’s energy future and an on-going project.;Brief With Projected Outcomes;A recently elected Labour-Green government meant the future was looking positive for sustainable development in New Zealand. One of the first goals set by Jacinda Ardern’s (our prime minister) was to reach 100% renewable energy by 2035. New Zealand likes to see itself as a global leader in sustainability and as the country’s leading power provider we needed to illustrate our commitment to this vision. The launching of the Vector lights represented a smart energy partnership between public and private sectors. A unifying shift towards a more sustainable future.