EBALL|短视频|广告营销案例【ADGuider广告指南】

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EBALL

案例简介：描述活动/条目在大众媒体中，品牌内容和娱乐在德国通常受到严格限制。这就是为什么我们想出了一个独特的娱乐理念，独立于经典的沟通渠道。结果电动汽车有许多好处，包括生态和经济。尽管如此，大多数司机怀疑这样一辆车是否真的有趣。当谈到智能 Fortwo 电力驱动时，这是错误的: 低重量和高电池功率相结合。效果: 从一开始就有一个惊人的强大加速度。但是我们如何以一种不寻常的、令人信服的方式来推广这个功能呢？我们让人们自己体验电动智能的独特加速: 在游戏中，你需要不断地从休息中加速。聪明的 Eball 像乒乓球一样演奏。区别在于: 我们的游戏是通过快速来回驾驶汽车来进行的。汽车的位置被激光跟踪，并通过定制软件带到屏幕上。汽车变成了控制器，每个司机都可以看到令人惊讶的加速和驾驶乐趣。 Smart Eball，一个以 Smart Fortwo 电动驱动为特色的壮观的试驾活动，位于世界上最大的汽车展 -- IAA 法兰克福的中心。该活动刊登了几项户外、在线和促销活动的广告。 520,000 名观众在 10 天内在法兰克福 IAA 观看了 3,000 场 EBALL 比赛。11,000 人在我们的智能 EBALL 站注册，以获得更多信息。无数游客上传了帖子和视频。来自世界各地的博客讨论了这个问题。智能 Eball 正在电视和媒体上讨论。一次试驾活动传播了我们的信息: 智能 Fortwo 电动汽车不仅是一辆明智的汽车，它也充满了乐趣。

EBALL

案例简介：Describe the campaign/entry In mass media, branded content and entertainment is generally strongly restricted in Germany. This is why we came up with a unique entertainment idea that’s independent from classic communication channels. Results Electric cars have many benefits, both ecological and economic. Still, the majority of drivers doubt that such a car can be real fun. Which is wrong when it comes to the Smart Fortwo Electric Drive: low weight is combined with high battery power. The effect: a surprisingly powerful acceleration from a standing start. But how can we promote this feature in an unusual and convincing way? We let people experience the unique acceleration of the electric smart for themselves: with a game where you constantly need to accelerate from rest. Smart Eball is played like PONG. The difference: our game is played by driving the car quickly back and forth. The position of the cars is tracked by lasers and brought to the screen with custom-built software. The cars turn into the controllers and each driver can see for themselves the surprising acceleration and driving enjoyment. Smart Eball, a spectacular test-drive event featuring the Smart Fortwo Electric Drive, was located at the heart of the biggest motor show in the world, the IAA Frankfurt. The event was advertised with several outdoor, online and promotional activities. 520,000 spectators watched 3,000 EBALL games within 10 days at the IAA Frankfurt. 11,000 people registered at our smart EBALL stand to receive further information. Countless visitors uploaded posts and videos. Blogs from all over the world took up the subject. Smart Eball is being discussed on TV and in the press. A test-drive event spreads our message: the Smart Fortwo Electric Drive is not only a sensible car, it’s also loaded with fun.