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皮筋
案例简介：描述客户的简报 新加坡莱佛士音乐学院 (西伦敦大学伦敦音乐学院的合作伙伴) 通过与杰出音乐家合作，提供世界级的音乐教育。所有年龄和技能水平的人都可以注册从初级课程到专业音乐学位的广泛课程。然而，问题是人们认为该学院是 “精英” 和 “highbrow”。因此，我们的任务是传达莱佛士让学习音乐变得有趣和容易。 创意执行 音乐学校发送展示学生和校友音乐天赋的光盘是常见的做法和期望。因此，我们让观众通过将典型的 cd盒变成一种聪明的、可定制的乐器来展示自己的音乐天赋。因此，通过直接让观众参与一个简单而有趣的音乐制作过程，我们清楚地展示了音乐是如何触手可及的，无论是字面上还是比喻上。 描述简短/目标的创造性解决方案。 我们想表明，有了正确的工具和帮助，任何人都可以轻松制作音乐。所以我们创造了一个直接的邮件，把世界上最容易辨认的曲调放在人们的指尖，把普通的 cd盒变成一种不寻常的乐器。有鉴于此，莱佛士音乐学院展示了通过橡皮筋制作音乐的能力是如何令人惊讶的简单和有趣。 尽可能详细地描述结果。 在 5 天内，它的初级音乐课程被超额认购。橡皮筋获得了 43% 的回应率，并将其课程的注册查询提高了 6 倍。最终，学院历史上最成功的直邮不仅改变了人们对莱佛士音乐学院的看法。
皮筋
案例简介：Describe the brief from the client Singapore Raffles Music College (a partner of the London College of Music, University of West London) offers world-class music education by working with distinguished musicians. People of all ages and skill levels can enrol in a breadth of courses from beginner lessons to professional music degrees. However, the problem was that people deemed the college to be 'elitist' and 'highbrow'. Therefore the task was to communicate that Raffles made learning music fun and easy. Creative Execution Music schools sending CDs that display the musical talents of its students and alumni are common practise and expected. So instead, we let the audience display his own musical talent by turning the typical CD case into a clever, customisable musical instrument. Thus, by directly engaging the audience in a simple yet fun music-making process, we clearly demonstrated how music is at their fingertips, both literally and figuratively. Describe the creative solution to the brief/objective. We wanted to show that with the right tools and help, it’s easy for anyone to make music. So we created a direct mailer that puts the world’s most recognisable tunes at people’s fingertips by turning the common CD case into an uncommon musical instrument. With that, Raffles Music College demonstrated how, through The Rubber Band, the ability to make music can be surprisingly easy and fun. Describe the results in as much detail as possible. Within 5 days, its beginner music course was oversubscribed. The Rubber Band garnered a 43% response rate and raised enrolment enquiries of its courses 6-fold. In the end, the most successful direct mail in the college’s history not only turned heads but also changed how people saw Raffles Music College.
THE RUBBER BAND
案例简介：描述客户的简报 新加坡莱佛士音乐学院 (西伦敦大学伦敦音乐学院的合作伙伴) 通过与杰出音乐家合作，提供世界级的音乐教育。所有年龄和技能水平的人都可以注册从初级课程到专业音乐学位的广泛课程。然而，问题是人们认为该学院是 “精英” 和 “highbrow”。因此，我们的任务是传达莱佛士让学习音乐变得有趣和容易。 创意执行 音乐学校发送展示学生和校友音乐天赋的光盘是常见的做法和期望。因此，我们让观众通过将典型的 cd盒变成一种聪明的、可定制的乐器来展示自己的音乐天赋。因此，通过直接让观众参与一个简单而有趣的音乐制作过程，我们清楚地展示了音乐是如何触手可及的，无论是字面上还是比喻上。 描述简短/目标的创造性解决方案。 我们想表明，有了正确的工具和帮助，任何人都可以轻松制作音乐。所以我们创造了一个直接的邮件，把世界上最容易辨认的曲调放在人们的指尖，把普通的 cd盒变成一种不寻常的乐器。有鉴于此，莱佛士音乐学院展示了通过橡皮筋制作音乐的能力是如何令人惊讶的简单和有趣。 尽可能详细地描述结果。 在 5 天内，它的初级音乐课程被超额认购。橡皮筋获得了 43% 的回应率，并将其课程的注册查询提高了 6 倍。最终，学院历史上最成功的直邮不仅改变了人们对莱佛士音乐学院的看法。
THE RUBBER BAND
案例简介：Describe the brief from the client Singapore Raffles Music College (a partner of the London College of Music, University of West London) offers world-class music education by working with distinguished musicians. People of all ages and skill levels can enrol in a breadth of courses from beginner lessons to professional music degrees. However, the problem was that people deemed the college to be 'elitist' and 'highbrow'. Therefore the task was to communicate that Raffles made learning music fun and easy. Creative Execution Music schools sending CDs that display the musical talents of its students and alumni are common practise and expected. So instead, we let the audience display his own musical talent by turning the typical CD case into a clever, customisable musical instrument. Thus, by directly engaging the audience in a simple yet fun music-making process, we clearly demonstrated how music is at their fingertips, both literally and figuratively. Describe the creative solution to the brief/objective. We wanted to show that with the right tools and help, it’s easy for anyone to make music. So we created a direct mailer that puts the world’s most recognisable tunes at people’s fingertips by turning the common CD case into an uncommon musical instrument. With that, Raffles Music College demonstrated how, through The Rubber Band, the ability to make music can be surprisingly easy and fun. Describe the results in as much detail as possible. Within 5 days, its beginner music course was oversubscribed. The Rubber Band garnered a 43% response rate and raised enrolment enquiries of its courses 6-fold. In the end, the most successful direct mail in the college’s history not only turned heads but also changed how people saw Raffles Music College.
皮筋
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THE RUBBER BAND
暂无简介
基本信息
- 广告品牌： Singapore Raffles Music College
- 发布日期： 2000
- 行业领域： 互联网服务 , 教育/培训
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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