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PLAYSTREET
案例简介：概要 约翰逊希望促进户外游戏，作为培养健康儿童发展的一部分。它还提供肥皂和粉末等产品，让儿童在活跃时保持新鲜。然而，在菲律宾，孩子们通常别无选择，只能在街上玩耍，因为这个国家遭遇了 “世界上最糟糕的交通” (根据 waze 的说法) 甚至路边的通勤车也被转移到他们身上。上面的标志通常是缺席或不充分。这些因素最终导致了儿童道路事故的高发生率: 每年超过 30,000 起。 结果 Playstreet 激活是由约翰逊活跃的儿童系列产品领导的，包括洗发水、粉末和浴缸，这是该品牌的主要活动。因此，该品牌的销售额同比增长了令人印象深刻的 21% -- 这代表了该公司 301% 的巨大投资回报率，并导致了该活动的进一步投资。•1.64亿从我们的在线帖子和地面活动中获得的媒体印象 pr值 301% ROI 比平均回报多 6 倍 GPS 应用制造商承诺与当地政府合作引入较低的速度限制。根据世界卫生组织的数据，这将使涉及儿童的交通事故减少 30%。 执行 我们从现场活动开始，包括周末关闭一条繁忙的街道，让父母和孩子体验一个安全的玩耍场所。结合购物中心旅游、激活和社交帖子，我们邀请父母在孩子们玩耍的街区的街道上标记。然后，这为我们提供了数据，让我们开始构建全国所有游戏街道的互动地图，并在专门创建的谷歌地图上标记它们。然后，我们使用儿童启发的图像标记这些地方。我们创建了一个在线请愿，可以下载谷歌导航地图，其中包含标记的街道和其他活动信息在一个专门的网站上: www。 playstreet。 ph 我们还与当地政府和地图导航公司分享了结果，以推动速度限制和导航路线的永久变化。 活动描述 孩子们画想象力丰富的生物。如果我们可以在玩的时候使用这些图像来保护它们呢？Playstreet 的想法是在孩子们玩生动多彩的怪物的街道上做标记，这些怪物会保护孩子们，提醒司机减速。我们知道我们必须说服父母和司机参与并关注这个问题。我们还认为，使用移动和其他数字设备的怪物会让这些街道减速。为了进一步把这个想法带回家，我们想到了与当地社区团体合作，描绘街上怪物的真实图像。
PLAYSTREET
案例简介：Synopsis Johnson’s wants to promote outdoor play as part of nurturing healthy child development. It also provides products like soap and powder that keep children fresh when active. However, in The Philippines children often have no choice but to play on the street and as the country suffers from “the world’s worst traffic” (according to waze) even sidestreets get commuter cars diverted onto them. On top of that signage is usually either absent or inadequate. These factors end up contributing to a high rate of road accidents among children: over 30,000 incidents a year. Outcome The Playstreet activation is led by the Johnson's Active Kids range of products which includes shampoo, powder, and bath, and this was the major activity for the brand. As a result sales for the brand grew an impressive 21% year on year - this represents a massive ROI of 301% for the company and is leading to further investments in the campaign. • 164 Million Media Impressions garnered from our online posts and on ground events • 301% ROI in PR Value • 6x more responses than average • Commitments from GPS app makers to work with local government in introducing lower speed limits. According to the World Health Organization, this would reduce road accidents involving kids by up to 30%. Execution We started with live events including closing a busy street for a weekend to let parents and kids experience a safe place to play. Using a combination of mall tours, activations and social posts we invited parents to flag the streets in their neighborhoods where children play. This then provided the data for us to start building an interactive map of all Playstreets in the country and mark them on a specially created Google Map. We then marked these places using the child-inspired images. We created an online petition, downloadable Google navigation maps containing the marked streets and other campaign information on a dedicated website: www.playstreet.ph We also shared the results with local government and map navigation companies to drive permanent changes in speed limits and navigation routes. CampaignDescription Children draw wildly imaginative creatures. What if we could use these images to protect them while playing? The Playstreet idea is to mark the streets where children are playing with vivid colorful monsters that would protect children and remind drivers to slow down. We knew we would have to persuade parents and drivers to participate and pay attention to the problem. We also believed that using mobile and other digital devices the monsters would bring home the point to slow down on these streets. To further bring the idea home we thought of partnering with local community groups to paint real-life images of the monsters on the streets.
PLAYSTREET
案例简介：概要 约翰逊希望促进户外游戏，作为培养健康儿童发展的一部分。它还提供肥皂和粉末等产品，让儿童在活跃时保持新鲜。然而，在菲律宾，孩子们通常别无选择，只能在街上玩耍，因为这个国家遭遇了 “世界上最糟糕的交通” (根据 waze 的说法) 甚至路边的通勤车也被转移到他们身上。上面的标志通常是缺席或不充分。这些因素最终导致了儿童道路事故的高发生率: 每年超过 30,000 起。 结果 Playstreet 激活是由约翰逊活跃的儿童系列产品领导的，包括洗发水、粉末和浴缸，这是该品牌的主要活动。因此，该品牌的销售额同比增长了令人印象深刻的 21% -- 这代表了该公司 301% 的巨大投资回报率，并导致了该活动的进一步投资。•1.64亿从我们的在线帖子和地面活动中获得的媒体印象 pr值 301% ROI 比平均回报多 6 倍 GPS 应用制造商承诺与当地政府合作引入较低的速度限制。根据世界卫生组织的数据，这将使涉及儿童的交通事故减少 30%。 执行 我们从现场活动开始，包括周末关闭一条繁忙的街道，让父母和孩子体验一个安全的玩耍场所。结合购物中心旅游、激活和社交帖子，我们邀请父母在孩子们玩耍的街区的街道上标记。然后，这为我们提供了数据，让我们开始构建全国所有游戏街道的互动地图，并在专门创建的谷歌地图上标记它们。然后，我们使用儿童启发的图像标记这些地方。我们创建了一个在线请愿，可以下载谷歌导航地图，其中包含标记的街道和其他活动信息在一个专门的网站上: www。 playstreet。 ph 我们还与当地政府和地图导航公司分享了结果，以推动速度限制和导航路线的永久变化。 活动描述 孩子们画想象力丰富的生物。如果我们可以在玩的时候使用这些图像来保护它们呢？Playstreet 的想法是在孩子们玩生动多彩的怪物的街道上做标记，这些怪物会保护孩子们，提醒司机减速。我们知道我们必须说服父母和司机参与并关注这个问题。我们还认为，使用移动和其他数字设备的怪物会让这些街道减速。为了进一步把这个想法带回家，我们想到了与当地社区团体合作，描绘街上怪物的真实图像。
PLAYSTREET
案例简介：Synopsis Johnson’s wants to promote outdoor play as part of nurturing healthy child development. It also provides products like soap and powder that keep children fresh when active. However, in The Philippines children often have no choice but to play on the street and as the country suffers from “the world’s worst traffic” (according to waze) even sidestreets get commuter cars diverted onto them. On top of that signage is usually either absent or inadequate. These factors end up contributing to a high rate of road accidents among children: over 30,000 incidents a year. Outcome The Playstreet activation is led by the Johnson's Active Kids range of products which includes shampoo, powder, and bath, and this was the major activity for the brand. As a result sales for the brand grew an impressive 21% year on year - this represents a massive ROI of 301% for the company and is leading to further investments in the campaign. • 164 Million Media Impressions garnered from our online posts and on ground events • 301% ROI in PR Value • 6x more responses than average • Commitments from GPS app makers to work with local government in introducing lower speed limits. According to the World Health Organization, this would reduce road accidents involving kids by up to 30%. Execution We started with live events including closing a busy street for a weekend to let parents and kids experience a safe place to play. Using a combination of mall tours, activations and social posts we invited parents to flag the streets in their neighborhoods where children play. This then provided the data for us to start building an interactive map of all Playstreets in the country and mark them on a specially created Google Map. We then marked these places using the child-inspired images. We created an online petition, downloadable Google navigation maps containing the marked streets and other campaign information on a dedicated website: www.playstreet.ph We also shared the results with local government and map navigation companies to drive permanent changes in speed limits and navigation routes. CampaignDescription Children draw wildly imaginative creatures. What if we could use these images to protect them while playing? The Playstreet idea is to mark the streets where children are playing with vivid colorful monsters that would protect children and remind drivers to slow down. We knew we would have to persuade parents and drivers to participate and pay attention to the problem. We also believed that using mobile and other digital devices the monsters would bring home the point to slow down on these streets. To further bring the idea home we thought of partnering with local community groups to paint real-life images of the monsters on the streets.
PLAYSTREET
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PLAYSTREET
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基本信息
- 广告战役： #强生-设计与品牌-97d2#
- 广告品牌： 强生
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 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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