Museum Of Feelings|短视频|广告营销案例【ADGuider广告指南】

感情博物馆

案例简介：活动描述在当今世界，人们比以往任何时候都更加麻木。事实上，我们 46% 的人今天甚至不会感觉到一种积极的情绪。因此，空中护理品牌 Glade 开始改变这一切，通过使用技术和气味的力量将人们与他们的情感重新联系起来。情感和气味之间有着强大的联系。事实上，气味实际上可以改变我们的感觉。格拉德想展示这种联系，并将其与情感博物馆一起展出，这是第一个对游客情感做出反应并将其转化为艺术的博物馆。博物馆内的每个装置都邀请了互动，并在视觉上将情感转化为动态的数字艺术。这场运动不仅提醒人们气味的鼓舞人心的力量，还让人们再次感受到空地。执行情感博物馆是通过户外和社交活动推出的，它戏弄了三周的流行音乐来到纽约一个时髦的街区。数字体验使用技术来唤起和展示人类的情感。每一寸都活着，数据驱动，反应灵敏。气味驱动的展品捕捉到了每个游客独特的情感旅程，并将其转化为艺术。外部是由一个定制的算法驱动的，它像一个巨大的情绪环一样展示了纽约市的感受。在里面，情感被转化为 led灯、巨大的万花筒、能量环、宁静的云彩和世界上第一张改变颜色以反映用户情绪的生活自拍。通过分析用户的音频或运动输入，情感自拍也可以在家里的桌面和移动设备上体验。只有在体验结束时，我们才透露感情博物馆是由 Glade 策划的，推动了品牌的重新评估。战略我们知道，就像千禧一代热爱经历和他们相关的社会货币一样，和 10,000 其他人拍同样的照片是如此有趣。在内容泛滥的海洋中，广告信息完全丢失甚至被屏蔽。在媒体丰富和注意力稀缺的时代，品牌需要一种更相关的方式来接触持怀疑态度的千禧一代。所以我们通过创造一种独特的定制体验来挖掘他们的潜在需求 -- 使用访问者自己的情感作为数据输入, 反文化 -- 使博物馆这个高雅的机构广泛平易近人，多感官 -- 将我们情感转移气味的信息本身转化为媒介。只有在用户亲身体验了气味能够激发能量、快乐和乐观情绪之后，才会发现新时代的体验是由 60 岁的品牌 Glade 带来的。目标是一个完整的品牌重塑，千禧一代不只是听到或结果获得媒体印象的高目标增加了一倍，达到 892 毫米以上，媒体投放总量超过 31,003。58,858 名游客出席了会议; 一些人排队等了四个多小时，平均花了 37 分钟参观博物馆。44 M MoodLens selfies 在现场和在线创建。感受体验博物馆使 Glade 品牌成为纽约的一种流行文化现象。《名利场》称它为 “最受欢迎的度假胜地之一”，由 Vice 、 Conde Nast Traveler 和 Fast Company 负责。它推出几天后，我们的博物馆引发了一场关于史密森学会和《纽约时报》上的文章所反映的博物馆性质演变的辩论。这场综合运动以及身临其境的数字和模拟体验震撼了博物馆文化机构的原型，并为世界提供了探索 Glade 品牌的新途径。概要我们需要通过为公众提供一种新的方式来体验品牌和核心产品香水，为 60 岁的 Glade 品牌注入新的活力。为了第一手证明香水唤起情感，我们建造了一个由香水策划的博物馆，并邀请我们的千年目标走进室内，将他们的情感转化为艺术。

感情博物馆

案例简介：Campaign Description In today’s world, people are more desensitized than ever before. In fact, 46% of us won’t even feel one positive emotion today. So Glade, an Air Care brand, set out to change all that by reconnecting people with their emotions using technology and the power of scent. There’s a powerful connection between emotion and scent. In fact, scent can actually change the way we feel. Glade wanted to demonstrate this connection and put it on display with the Museum of Feelings, the first museum that reacted to its visitors’ emotions and turned them into art. Each installation within the museum invited interaction and visually transformed emotions into dynamic digital art. The campaign not only reminded people of the inspiring power of scent, but made people feel again with Glade. Execution The Museum of Feelings was launched through outdoor and social, teasing the three-week pop-up coming to a trendy New York City neighborhood. The digital experience used technology to evoke and display human emotion. Every inch was alive, data-driven and responsive. Scent-driven exhibits captured each visitor’s unique emotional journey and turned it into art. The exterior was powered by a custom algorithm that displayed the feelings of New York City like a giant mood ring. Inside, emotions were translated into LED lights, a massive kaleidoscope, rings of energy, tranquil clouds and the world’s first living selfie that changed color to reflect the user’s mood. The emotional selfie could also be experienced at home on desktop and mobile device through analysis of the user’s audio or motion input. Only at the end of the experience did we reveal that the Museum of Feelings had been curated by Glade, driving brand reappraisal. Strategy We knew that as much as Millennials love experiences and their associated social currency, taking the same photo as 10,000 others is only so interesting. And in an overflowing sea of content, advertising messages are completely lost or even blocked. The brand needed a more relevant way to reach skeptical Millennials in an age of media abundance and attention scarcity. So we tapped into their underlying needs by creating an experience that’s uniquely custom - using visitor’s own emotion as data inputs, counter-culture – making the high-brow institution of museums widely approachable and multi-sensorial - translating our message of emotion shifting scent into a medium in itself. Only after users experienced first-hand that scents could spark feelings like energy, joy and optimism, was it revealed that the new-age experience was by the 60-year-old brand, Glade. The goal was a complete brand reframe that Millennials didn’t just hear or Outcome Earned media impressions doubled high goals reaching 892MM+ with over 31,003 total media placements. 58,858 visitors attended; some waiting for over four hours in line, and spent an average of 37 minutes throughout the museum. 44M MoodLens selfies were created onsite and online. The Museum of Feelings experience made the Glade brand a pop-culture phenomenon in NYC. Vanity Fair called it ‘One of the Top Holiday Attractions,’ and it was covered by Vice, Conde Nast Traveler and Fast Company. Days after its launch, our Museum sparked a debate about the evolving nature of museums fed by articles in The Smithsonian and The New York Times. The integrated campaign and immersive digital and analog experience shook the archetype of the cultural institution of museums and gave the world a relevant new way to explore the Glade brand. Synopsis We needed to breathe new life into the aging 60-year old Glade brand by offering the public a new way to experience the brand and core product, fragrance. To prove, first hand, fragrance evokes emotions, we built a museum curated by scent and invited our Millennial target to step inside and turn their feelings into art.