When the internet is down.com|海报/平面|广告营销案例【ADGuider广告指南】

当互联网崩溃时

案例简介：为什么这项工作与直接相关？ 2018年，法国顶级互联网提供商之一的Bouygues Telecom决定通过免费向所有客户发送4g设备来保证其所有客户的互联网访问。但是，这款4g设备也发生故障的可能性很小…… 因此，为了避免偶然，我们创建了WhenTheInternetIsDown.com，这是第一个在没有其他网站的情况下可以正常工作的离线网站。由于存储在缓存中的数据，它可以离线几个月，它包含基本的帮助工具包，以及由原始文本组成的数小时的内容，以及我们喜欢的互联网上的一切。背景 Bouygues Telecom选择通过免费向他们发送4g加密狗来保证其客户的互联网访问，以防他们的连接中断。但是，在极其罕见的情况下，当加密狗也倒下时，会发生什么呢？我们决定不放过任何机会，并创建了一个离线网站，以吸引人们并促进Bouygues为其客户提供的奉献精神: whentheinternetisdown.com。一个独特的网站，当您在线时会显示错误消息，但在您离线时会立即显示其真实内容。描述创意 (投票30%) 当internetisdown.com是第一个在没有其他网站的情况下工作的离线网站。它包含一个基本工具包，可帮助您解决最基本的internet连接问题，以及离线可用的数小时内容，以使您在连接中断时获得最佳的internet娱乐。我们使用原始文本使我们的网站尽可能轻巧，其所有页面都可以放入一些cookie中，以便可以访问几个月。我们在一个新的、有趣的离线版本中重新审视了最受欢迎的在线内容: -用你最喜欢的电视剧准备狂欢阅读 -离线在线游戏 -一个24/7的离线新闻频道 -描述您最喜欢的歌曲的无声音乐流服务 -你会喜欢跟踪的Instagram提要 -还有更多。描述策略 (投票20%) 布伊格电信的品牌招牌是 “我们爱科技”。通过whentheinternetisdown.com，我们决定创建一个独特的网站，用不仅仅是文字的演示来说明签名。当theinternetisdown.com被用来说明他们对技术的热爱，并促进他们对他们为客户提供的服务质量的承诺。通过使用离线存储在您计算机上的cookies，我们确保创建一种独特的体验: 一个网站，当您在线时会显示错误消息，但一旦您离线，它就会显示其真实内容。描述执行 (投票20%) 该网站的推出是为了额外展示我们的 “互联网保证” 承诺。我们的客户都不应该看到它。实际上，他们中很少有人，以至于我们决定在发布后几个月将其泄露给一名记者，列出结果 (投票30%) -在第一条推文发布不到两个小时后，法国推特上排名第一的热门话题。 -来自23个不同国家/地区的234 PR文章和提及 -前48小时内有154 000次以上的访问 -在现场花费的平均时间: 23分钟 -400万欧元赢得了媒体的印象

当互联网崩溃时

案例简介：Why is this work relevant for Direct? In 2018, Bouygues Telecom, one of the top internet providers in France, decided to guarantee Internet access to all its clients by sending them a 4G device for free. But there is a tiny, tiny chance that this 4G device also breaks down… So to leave nothing to chance, we created WhenTheInternetIsDown.com, the first offline website that works when no other website does. Available offline for months thanks to data stored in your cache, it contains the basic help kit , as well as hours of content made of raw text with everything we love about the internet. Background Bouygues Telecom chose to guarantee its clients ‘internet access by sending them a 4G dongle for free in case their connection goes down. But what happens in the extremely rare case when the dongle also goes down? We decided to leave nothing to chance and created an offline website to keep people covered and promote the dedication Bouygues has for its clients : whentheinternetisdown.com. A unique website that displays an error message when you are online, but that reveals its true content as soon as you are offline. Describe the creative idea (30% of vote) Whentheinternetisdown.com is the first offline website that works when no other website does. It contains a basic kit to help you fix the most basic internet connection issues, as well as hours of content available offline to keep you entertained with the best of the internet when your connection goes down. We used raw text to make our website as light as possible, with all its pages fitting into a few cookies, so that it can be accessible for months. We revisited the most popular content online in a new, funny and entertaining offline version : - With your favorite TV series ready to binge read - An offline, online game - A 24/7 Offline News Channel - A silent music streaming service that describes your favorite songs - The Instagram feed you would have loved to stalk - And much more. Describe the strategy (20% of vote) Bouygues Telecom’s brand signature is “We love technology”. With whentheinternetisdown.com, we decided to create a unique website to illustrate the signature with a demonstration with more than just words. WhenTheInternetIsDown.com was made to illustrate their love of technology, as well as to promote their commitment to the quality of service that they provide to their clients. By using cookies stored offline on your computer, we made sure to create a unique experience : a website that displays an error message when you are online, but that reveals its true content as soon as you are offline. Describe the execution (20% of vote) The website was launched as an extra demonstration of our “Internet Guaranteed” commitment. None of our clients was ever supposed to see it. So few of them, actually, that we decided to leak it months after its release to a single journalist that List the results (30% of vote) - #1 Trending Topic on Twitter in France less than two hours after the first tweet. - 234 PR Articles and mentions on and offline from 23 different countries - 154 000+ visits in the first 48 hours - Average time spent on site : 23 minutes - 4 Million euros earned media impression generated