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燕麦山羊
案例简介：为什么这项工作与直接相关？ 广播电视通常只是一种被动的体验。但是我们用 “燕麦山羊” 改变了这一点。我们的2分钟互动电视广告直接呼吁孩子们帮助角色 'Oat' 在目睹欺凌行为时决定该怎么做，只需用他们的电视遥控器切换频道即可。此外，我们的广播电视广告促使孩子们继续Oat的在线旅程，以进一步巩固我们在他们心中的反欺凌信息-他们成群结队地这样做。 背景 令人震惊的是，新西兰的校园欺凌率在经合组织中排名第二。特别是去年，欺凌行为达到了创纪录的水平，94% 的老师目睹了学校的欺凌行为。教育部承认，他们过去告诉孩子们说 “停止它，我不喜欢它” 的方法不起作用，他们需要一种不同的方法。他们还想在孩子发育的最早阶段停止欺凌。因此，我们的任务是创建一场运动，吸引4至7岁的孩子，并教他们如何在校园中打击欺凌行为。 描述创意 (投票30%) 与过去 (很大程度上是不成功的) 试图让受害者更有弹性的运动不同，我们将注意力转移到一个以前未被考虑的群体 -- 旁观者; 因为我们认识到注意力就像欺凌者的氧气 -- 忽视他们，他们就会失去粉扑。为了让孩子们亲身体验这一点，我们创建了 “燕麦山羊”; 新西兰的第一个互动广播电视广告，孩子们可以选择角色 “燕麦” 对欺凌者的反应，并直接通过用遥控器切换频道来影响故事的结果。我们2分钟的互动体验不仅占据了整个广告休息时间，还让全国各地的孩子们进行了一次迷人的冒险，他们以一种独特而有趣的方式从错误中学习。通过让孩子们在Oat的世界中做出错误决定的自由，他们可以学会在现实中作为旁观者做出正确的决定。 描述策略 (投票20%) 我们需要用我们的旁观者信息尽可能多地接触4到7岁的孩子。因此，我们与新西兰最大的电视网络TVNZ合作，以确保我们的live pick-a-path体验在黄金时段同时在其两个频道上启动。为了成功执行这个 “pick-a-path' 交互，我们需要每个站点在完全相同的时刻运行我们的故事情节。所以，我们甚至不得不改变TVNZ1的国家新闻的长度，这样它就能与我们在另一个频道上的故事保持一致 -- 一直持续到纳秒。两分钟的时间并不足以在孩子们的脑海中巩固我们的旁观者信息。因此，除了让他们用遥控器积极参与广告之外，我们还呼吁孩子们和他们的父母在睡觉时继续在网上进行燕麦的冒险活动。 描述执行情况 (投票20%) 我们以5秒钟的戏弄开始，促使孩子们在下午7点收听以参加Oat的冒险活动。我们将这个故事定位为 “您可以通过电视遥控器改变的故事”。 “燕麦山羊” 随后在新西兰两个最受欢迎的电视频道的12月22日播出。两个故事情节的开头都是一样的，但是孩子们很快就面临着两种选择。那些观看TVNZ1的人可以留在频道上，使角色Oat与恶霸一起大笑。或者，他们可以切换到TVNZ2，让Oat忽略恶霸，并询问受害者是否好。同样，观看TVNZ2的孩子可以留下来忽略恶霸，或者切换到TVNZ1笑。 为了真正吸引新西兰的孩子们，我们反映了新西兰美丽的风景，并与新西兰交响乐团合作创作了78首管弦乐队。最后，孩子们被提示在OatTheGoat.co.nz上体验更多Oat的故事。 列出结果 (投票30%) 在家庭观看高峰的黄金时段推出，超过590,000名NZers收看了Oat的旅程并决定了他的道路。我们在TVNZ1上观看的20% 目标受众积极地更改为TVNZ2，以做正确的事情。令人振奋的是，没有人观看TVNZ2切换频道以使Oat与恶霸一起大笑。这相当于42,000个人与我们的广告互动 (超过了客户的30,000目标)。 我们的行动号召 “看看OatTheGoat.co.Nz接下来会发生什么” 看到下午7点的在线参与度激增: • 网站流量增加240% % • 新用户增加257% % • 到目前为止，新西兰超过85% 的4-7岁儿童在网上阅读了《燕麦山羊》。 但是，最重要的是，我们帮助孩子们意识到他们作为旁观者的力量。从来没有一场运动给外围的这个群体提供了停止欺负它所需的语言和行为。
燕麦山羊
案例简介：Why is this work relevant for Direct? Broadcast television is typically just a passive experience. But we changed that with ‘Oat the Goat’. Our 2-minute interactive TV ad directly called on children to help character ‘Oat’ decide what to do when he witnessed bullying, simply by switching the channel with their TV remote. Moreover, our broadcast TV ad prompted children to continue Oat’s journey online to further cement our anti-bullying message in their minds – which they did in droves. Background Shockingly, New Zealand has the second worst rate of schoolyard bullying in the OECD. Last year in particular, bullying was at record levels, with 94% of teachers witnessing it happening in their schools. The Ministry of Education acknowledged that their past method of telling children to say “Stop it, I don’t like it,” wasn’t working, and they needed a different approach. They also wanted to stop bullying at the earliest stage of a child’s development. So, our task was to create a campaign that would captivate 4 to 7-year-olds and teach them how to combat bullying in the schoolyard. Describe the creative idea (30% of vote) Unlike past (largely unsuccessful) campaigns that tried to make victims more resilient, we shifted our focus onto a previously unconsidered group - the bystanders; because we recognised that attention is like oxygen for bullies - ignore them and they lose their puff. To let children experience this firsthand, we created ‘Oat the Goat’; NZ’s first interactive broadcast TV ad, where children could choose how character ‘Oat’ reacted to bullies, and directly influence the outcome of the story simply by switching the channel with their remote. Our 2-minute interactive experience not only took up the entire ad-break, it took children around the country on a captivating adventure, where they learnt right from wrong in a unique and entertaining way. By giving children freedom to make the wrong decision in Oat’s world, they could learn to make the right decision as a bystander in the real one. Describe the strategy (20% of vote) We needed to reach as many 4 to 7-year-olds as possible with our bystander message. So, we worked with New Zealand’s largest television network, TVNZ, to ensure our live pick-a-path experience would launch simultaneously across their two channels during primetime. To successfully execute this ‘pick-a-path’ interaction, we needed each station to run our storylines at exactly the same moment. So, we even had to go as far as altering the length of TVNZ1’s national news so it would line up with our story on the other channel – right down to the nanosecond. Two-minutes is not a lot of time to cement our bystander message in children’s minds. So, as well as getting them to actively engage in the ad with their remotes, we called on children and their parents to continue Oat’s adventures online at bed-time. Describe the execution (20% of vote) We kicked off with 5-second teasers, prompting children to tune in at 7pm to take part in Oat’s adventure. We positioned the tale as ‘The story you can change with your TV remote’. ‘Oat the Goat’ then aired on December 22, across New Zealand’s two most popular TV channels. Both storylines began the same, but children were soon faced with two choices. Those watching TVNZ1 could stay on the channel to make character Oat laugh with the bullies. Or, they could switch to TVNZ2 to make Oat ignore the bullies and ask the victim if he’s ok. Likewise, children watching TVNZ2 could stay to ignore the bullies, or switch to TVNZ1 to laugh. To truly captivate Kiwi children, we mirrored NZ’s beautiful landscapes and partnered with the NZ Symphony Orchestra to create a 78-piece orchestral score. At the end, children were prompted to experience more of Oat’s story at OatTheGoat.co.nz. List the results (30% of vote) Launched during primetime when family viewing was at peak, over 590,000 NZers tuned in to follow Oat’s journey and decide his path. 20% of our target audience watching on TVNZ1 actively changed to TVNZ2 to do the right thing. Heartwarmingly, no-one watching TVNZ2 switched the channel to make Oat laugh along with the bullies. This equated to 42,000 individuals interacting with our ad (exceeding the client’s target of 30,000). Our call to action ‘See what happens next at OatTheGoat.co.nz’ saw a spike in online engagement at 7pm: • Site traffic increased by 240% • New users increased by 257% • To date, over 85% of 4-7-year-olds in NZ have read Oat the Goat online. But, most importantly, we helped children realise the power they have as bystanders. Never before had a campaign given this group on the periphery the language and behaviour needed to stop bullying it in its tracks.
Oat the Goat
案例简介：为什么这项工作与直接相关？ 广播电视通常只是一种被动的体验。但是我们用 “燕麦山羊” 改变了这一点。我们的2分钟互动电视广告直接呼吁孩子们帮助角色 'Oat' 在目睹欺凌行为时决定该怎么做，只需用他们的电视遥控器切换频道即可。此外，我们的广播电视广告促使孩子们继续Oat的在线旅程，以进一步巩固我们在他们心中的反欺凌信息-他们成群结队地这样做。 背景 令人震惊的是，新西兰的校园欺凌率在经合组织中排名第二。特别是去年，欺凌行为达到了创纪录的水平，94% 的老师目睹了学校的欺凌行为。教育部承认，他们过去告诉孩子们说 “停止它，我不喜欢它” 的方法不起作用，他们需要一种不同的方法。他们还想在孩子发育的最早阶段停止欺凌。因此，我们的任务是创建一场运动，吸引4至7岁的孩子，并教他们如何在校园中打击欺凌行为。 描述创意 (投票30%) 与过去 (很大程度上是不成功的) 试图让受害者更有弹性的运动不同，我们将注意力转移到一个以前未被考虑的群体 -- 旁观者; 因为我们认识到注意力就像欺凌者的氧气 -- 忽视他们，他们就会失去粉扑。为了让孩子们亲身体验这一点，我们创建了 “燕麦山羊”; 新西兰的第一个互动广播电视广告，孩子们可以选择角色 “燕麦” 对欺凌者的反应，并直接通过用遥控器切换频道来影响故事的结果。我们2分钟的互动体验不仅占据了整个广告休息时间，还让全国各地的孩子们进行了一次迷人的冒险，他们以一种独特而有趣的方式从错误中学习。通过让孩子们在Oat的世界中做出错误决定的自由，他们可以学会在现实中作为旁观者做出正确的决定。 描述策略 (投票20%) 我们需要用我们的旁观者信息尽可能多地接触4到7岁的孩子。因此，我们与新西兰最大的电视网络TVNZ合作，以确保我们的live pick-a-path体验在黄金时段同时在其两个频道上启动。为了成功执行这个 “pick-a-path' 交互，我们需要每个站点在完全相同的时刻运行我们的故事情节。所以，我们甚至不得不改变TVNZ1的国家新闻的长度，这样它就能与我们在另一个频道上的故事保持一致 -- 一直持续到纳秒。两分钟的时间并不足以在孩子们的脑海中巩固我们的旁观者信息。因此，除了让他们用遥控器积极参与广告之外，我们还呼吁孩子们和他们的父母在睡觉时继续在网上进行燕麦的冒险活动。 描述执行情况 (投票20%) 我们以5秒钟的戏弄开始，促使孩子们在下午7点收听以参加Oat的冒险活动。我们将这个故事定位为 “您可以通过电视遥控器改变的故事”。 “燕麦山羊” 随后在新西兰两个最受欢迎的电视频道的12月22日播出。两个故事情节的开头都是一样的，但是孩子们很快就面临着两种选择。那些观看TVNZ1的人可以留在频道上，使角色Oat与恶霸一起大笑。或者，他们可以切换到TVNZ2，让Oat忽略恶霸，并询问受害者是否好。同样，观看TVNZ2的孩子可以留下来忽略恶霸，或者切换到TVNZ1笑。 为了真正吸引新西兰的孩子们，我们反映了新西兰美丽的风景，并与新西兰交响乐团合作创作了78首管弦乐队。最后，孩子们被提示在OatTheGoat.co.nz上体验更多Oat的故事。 列出结果 (投票30%) 在家庭观看高峰的黄金时段推出，超过590,000名NZers收看了Oat的旅程并决定了他的道路。我们在TVNZ1上观看的20% 目标受众积极地更改为TVNZ2，以做正确的事情。令人振奋的是，没有人观看TVNZ2切换频道以使Oat与恶霸一起大笑。这相当于42,000个人与我们的广告互动 (超过了客户的30,000目标)。 我们的行动号召 “看看OatTheGoat.co.Nz接下来会发生什么” 看到下午7点的在线参与度激增: • 网站流量增加240% % • 新用户增加257% % • 到目前为止，新西兰超过85% 的4-7岁儿童在网上阅读了《燕麦山羊》。 但是，最重要的是，我们帮助孩子们意识到他们作为旁观者的力量。从来没有一场运动给外围的这个群体提供了停止欺负它所需的语言和行为。
Oat the Goat
案例简介：Why is this work relevant for Direct? Broadcast television is typically just a passive experience. But we changed that with ‘Oat the Goat’. Our 2-minute interactive TV ad directly called on children to help character ‘Oat’ decide what to do when he witnessed bullying, simply by switching the channel with their TV remote. Moreover, our broadcast TV ad prompted children to continue Oat’s journey online to further cement our anti-bullying message in their minds – which they did in droves. Background Shockingly, New Zealand has the second worst rate of schoolyard bullying in the OECD. Last year in particular, bullying was at record levels, with 94% of teachers witnessing it happening in their schools. The Ministry of Education acknowledged that their past method of telling children to say “Stop it, I don’t like it,” wasn’t working, and they needed a different approach. They also wanted to stop bullying at the earliest stage of a child’s development. So, our task was to create a campaign that would captivate 4 to 7-year-olds and teach them how to combat bullying in the schoolyard. Describe the creative idea (30% of vote) Unlike past (largely unsuccessful) campaigns that tried to make victims more resilient, we shifted our focus onto a previously unconsidered group - the bystanders; because we recognised that attention is like oxygen for bullies - ignore them and they lose their puff. To let children experience this firsthand, we created ‘Oat the Goat’; NZ’s first interactive broadcast TV ad, where children could choose how character ‘Oat’ reacted to bullies, and directly influence the outcome of the story simply by switching the channel with their remote. Our 2-minute interactive experience not only took up the entire ad-break, it took children around the country on a captivating adventure, where they learnt right from wrong in a unique and entertaining way. By giving children freedom to make the wrong decision in Oat’s world, they could learn to make the right decision as a bystander in the real one. Describe the strategy (20% of vote) We needed to reach as many 4 to 7-year-olds as possible with our bystander message. So, we worked with New Zealand’s largest television network, TVNZ, to ensure our live pick-a-path experience would launch simultaneously across their two channels during primetime. To successfully execute this ‘pick-a-path’ interaction, we needed each station to run our storylines at exactly the same moment. So, we even had to go as far as altering the length of TVNZ1’s national news so it would line up with our story on the other channel – right down to the nanosecond. Two-minutes is not a lot of time to cement our bystander message in children’s minds. So, as well as getting them to actively engage in the ad with their remotes, we called on children and their parents to continue Oat’s adventures online at bed-time. Describe the execution (20% of vote) We kicked off with 5-second teasers, prompting children to tune in at 7pm to take part in Oat’s adventure. We positioned the tale as ‘The story you can change with your TV remote’. ‘Oat the Goat’ then aired on December 22, across New Zealand’s two most popular TV channels. Both storylines began the same, but children were soon faced with two choices. Those watching TVNZ1 could stay on the channel to make character Oat laugh with the bullies. Or, they could switch to TVNZ2 to make Oat ignore the bullies and ask the victim if he’s ok. Likewise, children watching TVNZ2 could stay to ignore the bullies, or switch to TVNZ1 to laugh. To truly captivate Kiwi children, we mirrored NZ’s beautiful landscapes and partnered with the NZ Symphony Orchestra to create a 78-piece orchestral score. At the end, children were prompted to experience more of Oat’s story at OatTheGoat.co.nz. List the results (30% of vote) Launched during primetime when family viewing was at peak, over 590,000 NZers tuned in to follow Oat’s journey and decide his path. 20% of our target audience watching on TVNZ1 actively changed to TVNZ2 to do the right thing. Heartwarmingly, no-one watching TVNZ2 switched the channel to make Oat laugh along with the bullies. This equated to 42,000 individuals interacting with our ad (exceeding the client’s target of 30,000). Our call to action ‘See what happens next at OatTheGoat.co.nz’ saw a spike in online engagement at 7pm: • Site traffic increased by 240% • New users increased by 257% • To date, over 85% of 4-7-year-olds in NZ have read Oat the Goat online. But, most importantly, we helped children realise the power they have as bystanders. Never before had a campaign given this group on the periphery the language and behaviour needed to stop bullying it in its tracks.
燕麦山羊
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Oat the Goat
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基本信息
- 广告战役： #MInistry of Education-推广与活动-01311#
- 广告品牌： Ministry of Education
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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