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扑克崩溃帽
案例简介：为什么这项工作与媒体相关？ 支持友谊的品牌利用了直接与消费者对话的渠道，以传达意识和负责任的饮酒信息: 他们的一瓶啤酒。在消费者打开一瓶啤酒的那一刻，使用瓶盖，使传递有影响力的信息成为可能。为了让其产品成为主角，并与消费者一起采取行动，为品牌带来了重要的成果，并实现了看到50,000个朋友安全可靠地回家的目标。 背景 去年在哥伦比亚，酒后驾车造成887人死亡。此外，据报道，每10名酒后驾驶相关事故的受害者中，就有7名是在醉酒状态下驾驶的司机的朋友。考虑到这一点，支持友谊的品牌以一种新颖的方式传达了经典的 “不要酒后驾车” 信息，其主要目标是在年底庆祝活动期间减少道路交通事故的数量，哥伦比亚人增加饮酒的时间。 描述创意/见解 (30% 的选票) 哥伦比亚报告了887起因酒后驾车造成的道路交通事故，这些事故的10名受害者中有7名是肇事司机的朋友。支持友谊的品牌提议杜绝朋友杀朋友。使用其产品，它将打开啤酒瓶的行为转变为车祸的象征性演示，并提醒醉酒司机开车送他/她的朋友回家时会发生什么。这是通过将传统的啤酒瓶盖更改为黑色的特别版，并带有折叠的各种汽车正面图像，或者在用开瓶器打开时 “坠毁” (从瓶子里喝水是哥伦比亚人喝啤酒的主要方式)。 描述策略 (20% 的选票) 该品牌生产了超过4亿个这些特别版瓶盖，黑色，正面印有各种汽车格栅图像。帽子背面印有可兑换代码，可用于出租车应用程序。这样，计划喝酒的人就有了一种安全的回家方式，不会冒着生命危险，也不会冒着朋友的生命危险。这条竞选信息也在街头、广告牌广告和社交媒体上做广告，人们被邀请使用瓶盖代码来避免饮酒后开车。 描述执行 (20% 的选票) 事先，该品牌在不同的印刷和数字媒体上放置了数百个黑点，其中包含有关酒后驾车后果的信息。这在媒体和公众中引起了好奇心，而人们却不知道品牌在背后。此次发布恰逢年底庆祝活动，当时酒精消费量很高。生产了超过4亿个特别版瓶盖，是哥伦比亚人口的10倍以上。此外，该品牌还联系了有影响力的人和意见领袖，为他们提供了带有新啤酒瓶盖的个性化工具包，并解释了代码背后的想法，即可以用来免费乘出租车回家。这样，消费者可以在照顾他/她的朋友方面发挥作用。最后，该消息通过OOH和社交媒体等不同媒体得到了加强。 列出结果 (30% 的选票) 人们看到了该品牌如何冒险使用其产品来传递具有影响力的意识和负责任的消费信息。结果是，超过50,000人使用啤酒瓶盖背面的出租车代码安全到家，与去年同期相比，道路交通事故减少了5%。该活动还产生了260万美元的媒体收入。我们使用啤酒瓶盖作为传递巧妙信息的渠道，以不同的方式传播。我们给了哥伦比亚人经典的 “不要酒后驾车” 的信息，但这一次有了结果。
扑克崩溃帽
案例简介：Why is this work relevant for Media? The brand that supports friendship took advantage of the channel that allowed it directly speak to its consumers to give a message of awareness and responsible drinking: their bottle of beer. Using the bottle cap at the very moment consumers opened a bottle of beer, made the delivery of an impactful message possible. To allow its product be the protagonist and generate an action with the consumer brought important results for the brand and achieved the objective to see 50,000 friends arrive home safe and sound. Background In the last year in Colombia, drunk-driving was responsible for 887 deaths. Moreover, according to reports, 7 out of every 10 victims of drunk-driving related accidents were friends of the driver driving in an intoxicated state. With this in mind, the brand that supports friendships communicated in a novel way the classic “Don’t drink and drive” message with the main objective of reducing the number of road traffic accidents during the end-of-year festivities, a time when Colombians increase their consumption of alcohol. Describe the creative idea/insights (30% of vote) 887 road traffic accidents due to drunk-driving were reported in Colombia, 7 out of 10 victims of these accidents were friends of the driver responsible. The brand that supports friendships proposed to put an end to friends killing friends. Using its product, it converted the act of opening a beer bottle into a symbolic demonstration of a car crash and a reminder of what can happen when a drunk-driver drives his/her friends home. This was done by changing the tradition beer-bottle caps for a special edition in black color with images of various car fronts that folded over, or “crashed” at the moment of opening with a bottle opener (drinking from a bottle is the main way Colombians drink beer). Describe the strategy (20% of vote) The brand produced more than 400 million of these special-edition bottle caps, black-colored with various car grill images printed on the front. Printed on the back of the caps were redeemable codes to use for a taxi app. In this way, people planning to drink had a safe way to get home and didn’t risk their lives nor those of their friends. This campaign message was also advertised on the streets, in billboard advertising and on social media people were invited to use the bottle cap codes to avoid driving after drinking alcohol. Describe the execution (20% of vote) In advance, in different print and digital media, the brand put hundreds of black points containing messages about the consequences of drinking and driving. This generated curiosity in both the media and general public, without people knowing that a brand was behind it. The launch coincided with the end-of-year festivities, a time when there is a high-alcohol consumption. More than 400 million of the special-edition bottle caps were produced, that’s over 10 times the population of Colombia. In addition, the brand contacted influencers and opinion leaders, giving them personalized kits with the new beer bottle caps and explaining the idea behind the codes, that they could be used to get a free taxi ride home. In this way the consumer could play a part in taking care of his/her friends. Finally, the message was reinforced via different media such as OOH and social media. List the results (30% of vote) People saw how the brand took the risk to use its product to send an impactful message of awareness and responsible consumption. The result was that more than 50,000 people arrived home safely using the taxi codes on the back of the beer bottle caps with a 5% reduction in road accidents compared to the same period the previous year. The campaign also generated 2.6 million dollars in earned media. We used the beer bottle caps as a channel for an ingenious message, spread in a different way. We gave the classic “Don’t drink and drive” message to Colombians, but this time with results.
Poker Crash Caps
案例简介：为什么这项工作与媒体相关？ 支持友谊的品牌利用了直接与消费者对话的渠道，以传达意识和负责任的饮酒信息: 他们的一瓶啤酒。在消费者打开一瓶啤酒的那一刻，使用瓶盖，使传递有影响力的信息成为可能。为了让其产品成为主角，并与消费者一起采取行动，为品牌带来了重要的成果，并实现了看到50,000个朋友安全可靠地回家的目标。 背景 去年在哥伦比亚，酒后驾车造成887人死亡。此外，据报道，每10名酒后驾驶相关事故的受害者中，就有7名是在醉酒状态下驾驶的司机的朋友。考虑到这一点，支持友谊的品牌以一种新颖的方式传达了经典的 “不要酒后驾车” 信息，其主要目标是在年底庆祝活动期间减少道路交通事故的数量，哥伦比亚人增加饮酒的时间。 描述创意/见解 (30% 的选票) 哥伦比亚报告了887起因酒后驾车造成的道路交通事故，这些事故的10名受害者中有7名是肇事司机的朋友。支持友谊的品牌提议杜绝朋友杀朋友。使用其产品，它将打开啤酒瓶的行为转变为车祸的象征性演示，并提醒醉酒司机开车送他/她的朋友回家时会发生什么。这是通过将传统的啤酒瓶盖更改为黑色的特别版，并带有折叠的各种汽车正面图像，或者在用开瓶器打开时 “坠毁” (从瓶子里喝水是哥伦比亚人喝啤酒的主要方式)。 描述策略 (20% 的选票) 该品牌生产了超过4亿个这些特别版瓶盖，黑色，正面印有各种汽车格栅图像。帽子背面印有可兑换代码，可用于出租车应用程序。这样，计划喝酒的人就有了一种安全的回家方式，不会冒着生命危险，也不会冒着朋友的生命危险。这条竞选信息也在街头、广告牌广告和社交媒体上做广告，人们被邀请使用瓶盖代码来避免饮酒后开车。 描述执行 (20% 的选票) 事先，该品牌在不同的印刷和数字媒体上放置了数百个黑点，其中包含有关酒后驾车后果的信息。这在媒体和公众中引起了好奇心，而人们却不知道品牌在背后。此次发布恰逢年底庆祝活动，当时酒精消费量很高。生产了超过4亿个特别版瓶盖，是哥伦比亚人口的10倍以上。此外，该品牌还联系了有影响力的人和意见领袖，为他们提供了带有新啤酒瓶盖的个性化工具包，并解释了代码背后的想法，即可以用来免费乘出租车回家。这样，消费者可以在照顾他/她的朋友方面发挥作用。最后，该消息通过OOH和社交媒体等不同媒体得到了加强。 列出结果 (30% 的选票) 人们看到了该品牌如何冒险使用其产品来传递具有影响力的意识和负责任的消费信息。结果是，超过50,000人使用啤酒瓶盖背面的出租车代码安全到家，与去年同期相比，道路交通事故减少了5%。该活动还产生了260万美元的媒体收入。我们使用啤酒瓶盖作为传递巧妙信息的渠道，以不同的方式传播。我们给了哥伦比亚人经典的 “不要酒后驾车” 的信息，但这一次有了结果。
Poker Crash Caps
案例简介：Why is this work relevant for Media? The brand that supports friendship took advantage of the channel that allowed it directly speak to its consumers to give a message of awareness and responsible drinking: their bottle of beer. Using the bottle cap at the very moment consumers opened a bottle of beer, made the delivery of an impactful message possible. To allow its product be the protagonist and generate an action with the consumer brought important results for the brand and achieved the objective to see 50,000 friends arrive home safe and sound. Background In the last year in Colombia, drunk-driving was responsible for 887 deaths. Moreover, according to reports, 7 out of every 10 victims of drunk-driving related accidents were friends of the driver driving in an intoxicated state. With this in mind, the brand that supports friendships communicated in a novel way the classic “Don’t drink and drive” message with the main objective of reducing the number of road traffic accidents during the end-of-year festivities, a time when Colombians increase their consumption of alcohol. Describe the creative idea/insights (30% of vote) 887 road traffic accidents due to drunk-driving were reported in Colombia, 7 out of 10 victims of these accidents were friends of the driver responsible. The brand that supports friendships proposed to put an end to friends killing friends. Using its product, it converted the act of opening a beer bottle into a symbolic demonstration of a car crash and a reminder of what can happen when a drunk-driver drives his/her friends home. This was done by changing the tradition beer-bottle caps for a special edition in black color with images of various car fronts that folded over, or “crashed” at the moment of opening with a bottle opener (drinking from a bottle is the main way Colombians drink beer). Describe the strategy (20% of vote) The brand produced more than 400 million of these special-edition bottle caps, black-colored with various car grill images printed on the front. Printed on the back of the caps were redeemable codes to use for a taxi app. In this way, people planning to drink had a safe way to get home and didn’t risk their lives nor those of their friends. This campaign message was also advertised on the streets, in billboard advertising and on social media people were invited to use the bottle cap codes to avoid driving after drinking alcohol. Describe the execution (20% of vote) In advance, in different print and digital media, the brand put hundreds of black points containing messages about the consequences of drinking and driving. This generated curiosity in both the media and general public, without people knowing that a brand was behind it. The launch coincided with the end-of-year festivities, a time when there is a high-alcohol consumption. More than 400 million of the special-edition bottle caps were produced, that’s over 10 times the population of Colombia. In addition, the brand contacted influencers and opinion leaders, giving them personalized kits with the new beer bottle caps and explaining the idea behind the codes, that they could be used to get a free taxi ride home. In this way the consumer could play a part in taking care of his/her friends. Finally, the message was reinforced via different media such as OOH and social media. List the results (30% of vote) People saw how the brand took the risk to use its product to send an impactful message of awareness and responsible consumption. The result was that more than 50,000 people arrived home safely using the taxi codes on the back of the beer bottle caps with a 5% reduction in road accidents compared to the same period the previous year. The campaign also generated 2.6 million dollars in earned media. We used the beer bottle caps as a channel for an ingenious message, spread in a different way. We gave the classic “Don’t drink and drive” message to Colombians, but this time with results.
扑克崩溃帽
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Poker Crash Caps
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基本信息
- 广告战役： #百威英博-互动-d882#
- 广告品牌： 百威英博
- 发布日期： 2020
- 行业领域： 饮品/饮料/冲饮 , 饮食/特产
- 媒体类别： 装置 , 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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