The Google Assistant Ride|海报/平面|广告营销案例【ADGuider广告指南】

Google 助手之旅

案例简介：为什么这项工作与品牌体验和激活相关？在 CES 2019 上，我们创造了最引人注目的产品演示: 谷歌助手骑行 -- 带有移动推车的主题公园级别骑行,65 吨钢铁和 14英尺个电子动画展示了谷歌助手的帮助。这次旅行讲述了助手如何帮助一个不幸的父亲与他的孩子搏斗的故事，语言障碍，以及购买生日蛋糕的史诗旅程中的元素。通过这次经历，我们能够抓住科技世界的心和思想，并突出谷歌助手在日常生活中的全部能力。背景 4 天。180k 与会者。14k 竞争对手。 CES 是地球上最繁忙，最响亮，最压倒性的事件之一。我们的任务是让谷歌助手成为展会上谈论最多的产品之一,尽管该产品本身并不新鲜 -- 它是谷歌和安卓设备中近十亿台的数字助理。我们的简介: 传达无论你在哪里，无论你在做什么，谷歌助手都是帮助你克服生活日常挑战的最有用的数字助手。挑战是让这个日常帮助的故事足够引人注目，让消费电子展的与会者选择谷歌的展位，而不是无数的其他可能性 -- 打乒乓球的机器人，可折叠的手机屏幕,和载人无人机。我们知道，如果我们能让科技界对话，我们就能让每个人看到谷歌助手在人生曲折中发挥的力量。描述创意 (20% 的选票) 谷歌助手之旅 -- 一个 65 吨、 14 英尺高的动画角色,主题公园级的游乐设施在消费电子展台上从头开始 -- 展示助手如何帮助你度过人生的曲折。对比平凡和神奇，乘坐讲述了助手如何帮助一个不幸的父亲克服语言障碍，脾气暴躁的孩子和恶劣的天气，在一个史诗般的旅程中购买生日蛋糕的故事。这 15 分钟的体验从动画预演开始，最后是强制性的骑行照片和整层产品演示，以强化叙事。描述策略 (20% 的选票) 消费电子展是一场技术饱和的疯狂峰会。这是主题演讲的主旨。这是从录像机到高清电视、平板电脑到 Xbox 的技术首次亮相的地方。与会者正在寻找即将改变世界的尖端技术。这也是一个评估竞争的空间，使得想法很难被注意到。我们有没有提到我们没有疯狂的新产品可以谈论？我们有谷歌助手，它可以执行超过一百万个有用的行动来改善你的日常生活，但是这个助手已经安装在近十亿台设备上。我们意识到我们需要建立一个如此荒谬的体验，它会创造新闻-并且有了它，所有助手都可以做更丰富的产品理解。描述执行情况 (30% 的选票) 谷歌助理乘坐着 30,000 平方英尺的互动，展示了助理的帮助。在受到现场演员控制的动画奶奶的欢迎后，有一个 3 分钟的场景设置预演,接下来是 5 分钟的车程，14 英尺高的泡沫角色与同样超大的谷歌硬件互动。一首原创歌曲帮助承载了我们主角度过一天的故事。车上的每辆车都配备了一个屏幕，可以播放辅助互动，因此乘客可以跟随。这个故事继续在这个空间的其余部分，在那里，骑行中提到的每一个功能都可以通过现场演示亲身体验: 一个真正的法国厨师，你可以使用助理的翻译模式，实际的福特汽车发现助理作为谷歌地图的导航器,和助理作为副主厨的现场烹饪演示。列出结果 (30% 的选票) 在为期 4 天的时间里，CES 徽章持有者可以免费乘坐谷歌助手，超过 25,000 名与会者参观了这次体验。谷歌助手之旅也可以通过 Youtube 上的 360 之旅向家里的每个人开放，迄今为止已经获得了 700,000 多次浏览。搭车产生了超过 3700万的社交印象，500 + 的广播点击量和 1200 + 的文章。它甚至在主题公园爱好者社区中制造了一场小风暴，他们开始游说将它永久安装在主题公园。CNBC 说这是他们见过的 “最令人印象深刻的展位体验”,the Verge 将其描述为 “消费电子展上最疯狂的事情”，并展示了谷歌对主要合作伙伴助理的承诺。

Google 助手之旅

案例简介：Why is this work relevant for Brand Experience & Activation? At CES 2019 we created the most attention-grabbing product demonstration possible: The Google Assistant Ride – a theme park level ride with moving carts, 65 tons of steel and 14 foot animatronics showcasing the helpfulness of the Google Assistant. The ride told the story of how the Assistant helped a hapless Dad grapple with his children, language barriers, and the elements on an epic journey to buy a birthday cake. Through this experience, we were able to capture the hearts and minds of the tech world and highlight the full capabilities of the Google Assistant in everyday life. Background 4 days. 180k attendees. 14k competitors. CES is one of the busiest, loudest and most overwhelming events on earth. Our task was to make the Google Assistant one of the most talked-about products at the show, even though the product itself isn’t new -- it’s the digital assistant in almost a billion Google and Android devices. Our brief: communicate that wherever you are, whatever you’re doing, the Google Assistant is the most helpful digital assistant to help you overcome life’s daily challenges. The challenge was to make this story of everyday helpfulness compelling enough for CES attendees to choose Google’s booth over the myriad of other possibilities -- ping pong-playing robots, foldable phone screens, and human-carrying drones. We knew that if we could get the tech world talking, we could open everyone’s eyes to the power of the Google Assistant in navigating life’s twists and turns. Describe the creative idea (20% of vote) The Google Assistant Ride – a 65 ton, 14ft animatronic character filled, theme park-grade ride built from the ground up in a CES booth – demonstrating how the Assistant can help you navigate through the twists and turns of life. Contrasting the mundane with the magical, the ride told the story of how the Assistant helped a hapless Dad overcome language barriers, grumpy children, and bad weather on an epic journey to buy a birthday cake. The 15-minute experience started with an animated pre-show, and finished with obligatory ride photos and an entire floor of product demonstrations to reinforce the narrative. Describe the strategy (20% of vote) CES is a tech-saturated summit of insanity. It’s the keynote of keynotes. This is where technology from VCRs to HDTV, Tablets to the Xbox have debuted. Attendees are looking for cutting-edge technology that’s about to change the world. It’s also a space to size up the competition, making it incredibly hard for ideas to get noticed. Did we mention that we didn’t have an insane new product to talk about? We had the Google Assistant, which can perform more than a million helpful actions to better your everyday life, but the Assistant is already been installed in almost a billion devices. We realized that we needed to build an experience so absurd it would create news - and with it, richer product understanding for all the Assistant can do. Describe the execution (30% of vote) The Google Assistant Ride boasted 30,000 square ft. of interactions showcasing the helpfulness of the Assistant. After being greeted by a live, actor-controlled animatronic Grandma, there was a 3 minute scene-setting pre-show, followed by a 5 minute ride with 14-foot tall foam characters interacting with equally oversized Google hardware. An original song helped carry the story of our main character as he moved through his day. Each cart on the ride was equipped with a screen that played out the Assistant interactions, so riders could follow along. The story continued in the rest of the space, where every feature mentioned on the ride could be experienced first hand with a live demo: a real French chef who you could speak to using the Assistant’s interpreter mode, actual Ford cars to discover the Assistant as navigator with Google Maps, and live cooking demos with the Assistant as sous chef. List the results (30% of vote) Across 4 days, CES badge holders were able to ride The Google Assistant Ride for free, with over 25,000 attendees visiting the experience. The Google Assistant Ride was also available via a 360 tour on Youtube to everyone at home, garnering 700,000+ views to date. The Ride generated over 37 million social impressions, 500+ broadcast hits and 1200+ articles. It even created a minor storm among the theme park enthusiast community who began lobbying to have it installed at a theme park permanently. CNBC said it was “the most impressive booth experience” they’d ever seen, The Verge described it as “the craziest thing at CES” and it demonstrated Google’s commitment to the Assistant for key partners.