The Most Challenging Pingpong Table|活动|广告营销案例【ADGuider广告指南】

最具挑战性的乒乓球桌

案例简介：背景东京将主办 2020 奥运会和残奥会。然而，尽管公众越来越兴奋，研究显示只有 1% 的日本人观看残奥会，因为这些运动仍然难以获得媒体报道和观众。这是许多辅助运动委员会和运动员面临的全球挑战，包括我们的客户日本辅助乒乓球协会。人们对残奥会普遍缺乏兴趣的原因之一是人们与准运动员面临的挑战无关，因此，不要完全欣赏竞争中涉及的巨大技能。为了提高人们对乒乓球和体育运动的普遍认识，在残奥会被认为是次要的或基本上被忽视的现实中，我们觉得有必要给观众带来一个新的视角，通过一种有助于真正理解这项运动的创新方法来传达吸引力。描述创意 (40% 的选票) “帕拉乒乓球桌” 是各种形状的乒乓球桌的集合，突出了帕拉运动员经历的独特挑战。这些桌子是根据日本国家队成员的采访和草图设计的，他们被要求在 “体验” 桌子时描述桌子的形状，帮助我们想象和理解作为一名残疾球员的竞争是什么样的。而不是传统的方法，一个人的行动被强行限制，一种不舒服的经历，加强了残疾，“帕拉乒乓球桌” 将你的注意力集中在帕拉运动员的非凡能力上，并在经历过的人中间培养新的尊重。 '帕拉乒乓球台' 让我们用运动员的眼睛积极地看待世界，作为一种新的直观的交流工具，让人们更好地了解运动员独特的挑战和胜利，为观众增加更大的深度。描述执行情况 (40% 的选票) 在 20 个独特的形状中，总共制作了 3 个表格，每个代表不同运动员的体验。我们把一张熟悉的形状的乒乓球桌变成了意想不到的、标志性的东西，既功能齐全，又有美丽的视觉冲击。这些桌子是与 2020 东京奥运会官方模型制造商合作专业开发的，在质量上符合国际比赛标准，以获得比赛的完整体验。为了增加它的审美吸引力，桌子的可拆卸底座逐渐转变为桌面的独特形状，以想象帕拉运动员所经历的多样化现实。这些桌子已经在现场活动中使用，在商业设施和学校展示给每个人体验，并继续吸引公众和媒体的注意力，以传播准体育的吸引力。列出结果 (20% 的选票) 以下是目前的结果和成就。 92% 参加过乒乓球比赛的人回答说，他们现在想去看乒乓球比赛以及其他体育比赛。在过去的 4 个月里，我们在日本和海外的 11亿家媒体中总共获得了 450 次印象。社交媒体参与度飙升至 + 200%，而体验该表的人数 (目前为 3,000 人) 每天都在增加。日本体育局局长里约奥运会金牌得主和著名政治家经历了这场比赛，并表示支持。我们目前正在日本各地开展旅游，以回应许多有兴趣体验这张桌子的学校和企业。该表现已成为东京 2020 奥运会和残奥会委员会在其节目中使用的 “官方展览内容”。

最具挑战性的乒乓球桌

案例简介：Background Tokyo will be hosting the 2020 Olympic and Paralympic Games. However, despite growing public excitement, study shows only 1% of Japanese watch Paralympic Games as these sports still struggle to gain media coverage and audience. It is a global challenge facing many para-sports committees and athletes, including our client, Japan Para Table Tennis Association. Among the reasons for the general lack of interest in Paralympic Games, are that people don’t relate to the challenges faced by para-athletes, and therefore don’t fully appreciate the immense skill involved in competing. To raise awareness of para table tennis and para-sport in general, in a reality where Paralympic Games are regarded secondary or largely ignored, we felt the need to bring a new perspective for spectators, by communicating the appeal through an innovative method that facilitate an authentic understanding of the sport. Describe the creative idea (40% of vote) The ‘Para Pingpong Table’ is a collection of pingpong tables in various shapes that highlight the unique challenges experienced by para-athletes. These tables were designed based on interviews and sketches from members of the Japanese National Team, who were asked to describe the shapes of the table as they ‘experience’ it, to help us visualize and comprehend what it is like to compete as a disabled player. Instead of the conventional method in which a person’s mobility is forcibly restrained, an uncomfortable experience that reinforces disability, ‘Para Pingpong Table’ directs your focus on the exceptional ability of para-athletes and foster renewed respect among those who experience it. The 'Para Pingpong Table' lets us see the world through the athletes’ eyes in a positive way and serves as a new intuitive communication tool to better inform people about the athletes’ unique challenges and triumphs, adding greater depth for spectators. Describe the execution (40% of vote) Among 20 unique shapes, a total of 3 tables are produced, each representing a different athlete’s experience. We turned a familiar shaped pingpong table into something unexpected and iconic, that is fully functional but also has a beautiful visual impact. These tables are professionally developed in cooperation with the manufacturer of the official model for 2020 Tokyo Olympics, and meet the international competition standards in quality to achieve the full experience of the competitive game. Adding to its aesthetic appeal is the detachable base of the table that gradually transforms into the unique shape of the tabletop to visualize the diverse reality experienced by para athletes. These tables have been used at live events, displayed at commercial facilities and schools for everyone to experience, and continues to draw public and media attention to spread the appeal of para-sports. List the results (20% of vote) Below are the current results and achievements. 92% of those who experienced the table responded that they now want to go and watch a para table tennis match, as well as other para-sport games. Over the last 4 months, we gained a total of 1.1 billion impressions across 450 media both in Japan and overseas. Social media engagement skyrocketed to +200%, while the number of people who experienced the table (currently 3,000) is increasing every day. The head of Japan Sports Agency, Rio Olympic gold medalists, and noted politicians experienced the table and voiced their support. We are currently carrying out tours across Japan in response to many schools and businesses interested in experiencing the table. The table has now become an “official exhibition content” for the Tokyo 2020 Olympic and Paralympic committee to use in their programs.