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        Stranger's Voice短视频广告营销案例

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        陌生人的声音

        案例简介：ScriptInEnglish ANNCR: 为了模拟老年痴呆症的影响，我们分发了免费的电话卡给人们打电话给亲人, 但是他们没有意识到这个电话是通过一个被黑客攻击的服务器发送的，这个服务器调制了他们的声音，使他们无法识别。以下是真实的录音。SFX: 电话响了。电话被接了。朋友: 你好？来电者: 嘿!朋友: 嗨？.来电者: 嘿，怎么了。朋友: 这是谁？来电者: 是梅格。朋友: 哦..？打电话者: 我想下周末来 -- 朋友: 这是恶作剧吗？你是谁？打电话者: 真的吗？是梅格。你知道多少兆。朋友: 不，这不是梅格，这是谁？打电话者: 你在开玩笑吗？朋友: 听着，我很抱歉，但是无论你想做什么，请试着在别人身上做。来电者: 什么？苏珊，你在开玩笑吗？朋友: 不，我不这么认为，我没有时间做这种事情。来电者: 苏珊等等什么是-SFX: 电话挂断了。ANNCR: 老年痴呆症让爱人变成了陌生人。但是有了神经基金会的分支，我们可以帮助大脑恢复最佳状态。在 branchoutfoundation.com 了解更多信息 实施 我们创建了定制的电话卡，这些电话卡被编程为通过 Asterix VoIP 电话服务器路由呼出的电话，该服务器将呼叫者的声音调制成无法识别的声音。总共制造了 1000 张卡，总成本约为 250CDN 美元，并从 20/02/2017 年到 20/03/2017 年在加拿大多伦多免费分发。经允许，我们通过收音机播放了一些录音对话。广播节目 19/04/2017 在以下节目中播出: 多伦多的 Q107 EDGE 和 AM 640。卡尔加里的国家 105 Q107 和 CHQR。摇滚 101 、 CFOX 、 AM 980 和温哥华交通 730。然后，我们将在线活动扩展到流行的播客，在 17/04/2017-17/05/2017 期间的剧集上推出。播客包括: 加拿大、冒名顶替者、咆哮和 Bollox 、一张纸和机器人加拿大。社交媒体的反应是通过脸谱网和推特记录的。 EntrySummary 随着人口的急剧增长，老年痴呆症患者的数量也在急剧上升。现在比以往任何时候都更迫切需要为研究捐款，但是越来越多的年轻人很难真正理解这种疾病。所以我们开始在家庭日分发电话卡，这是一个重要的加拿大节日，可以与家人和密友重新联系。在年轻人中，手机使用是最常见的，这些卡片让他们免费打电话给世界上的任何人，体验老年痴呆症是如何把亲人变成陌生人的。然后，我们把我们的语音调制技术带到播客上，播客在年轻的人口中有大量的听众。我们还可以通过 Facebook 和 Twitter 在线跟踪他们的反应，这是我们的目标使用的最常见的交流平台之一。 简要解释 我们创建了定制的电话卡，让人们可以给世界任何地方的亲人打电话。他们没有意识到的是，电话通过被黑客攻击的 VoIP 服务器路由，该服务器调制他们的声音，使来电者的声音无法识别。通话结束后，他们收到了预先编程的短信，解释了为什么听者认不出他们。他们还被鼓励访问分支神经基金会网站，了解更多关于阿尔茨海默氏症的研究并捐赠。经允许，我们在 60 秒的 PSA 电台节目中使用了一些对话。然后我们把我们的语音调制技术带到播客。像电话的声音一样，每个主机的声音被调制成无法辨认的声音。困惑的听众在网上对声称是他们认识的那个奇怪的声音做出了反应。最后，主持人放松了他们的声音来解释这个特技、神经基础的分支以及阿尔茨海默病研究的重要性。

        陌生人的声音

        案例简介：ScriptInEnglish ANNCR: To simulate the effects of Alzheimer’s, we handed out free phone cards for people to call loved ones, but they didn’t realize the call routed through a hacked server which modulated their voice to make them unrecognizable. The following is a real recording. SFX: Phone ringing. Phone gets picked up. FRIEND: Hello? CALLER: Hey! FRIEND: Hi?... CALLER: Hey what’s up. FRIEND: Who is this? CALLER: It’s Meg. FRIEND: Oh..? CALLER: I was thinking of coming in next weekend- FRIEND: Is this a prank? Who are you? CALLER: Seriously? It’s Meg. How many Megs do you know. FRIEND: No this isn’t Meg, who is this? CALLER: Are you kidding? FRIEND: Look I’m sorry but whatever you’re trying to do please try doing it on someone else. CALLER: What? Susan, are you joking? FRIEND: No look I don’t think so, I don’t have time for this sort of thing. CALLER: Susan wait what is- SFX: Phone hangs up. ANNCR: Alzheimer’s turns loved ones into strangers. But with the Branch Out Neurological Foundation, we can help get brains back to their best. Learn more at branchoutfoundation.com Implementation We created custom phone cards that were programmed to route outgoing calls through a Asterix VoIP phone server that modulated the caller’s voice to sound unrecognizable. A total of 1000 cards were manufactured at a total cost of approximately $250CDN, and were distributed for free from 20/02/2017 to 20/03/2017 in Toronto Canada. With permission, we aired some of the recorded conversations over the radio. The radio spots aired 19/04/2017 on the following programs: Q107 EDGE and AM 640 in Toronto. Country 105 Q107 and CHQR in Calgary. Rock 101, CFOX, AM 980 and Traffic 730 in Vancouver. We then extended the campaign online to popular podcasts, which launched on episodes between 17/04/2017 - 17/05/2017. The podcasts include: Canadaland, The Imposter, Rant & Bollox, The One Sheet, and Droids Canada. The social media responses were recorded through Facebook and Twitter. EntrySummary With population growth drastically rising, so is the number of older adults diagnosed with Alzheimer’s. Donations for research are desperately needed now more than ever, but a growing younger demographic has trouble truly understanding the disease. So we started distributing the phone cards on Family Day, an important Canadian holiday for reconnecting with family and close friends. Mobile use is most common within the younger demographic, and these cards let them call anyone in the world for free and experience how Alzheimer’s can turn loved ones into strangers. We then took our voice modulation technology to podcasts, which have a massive listenership within younger demographics. We could also track their reactions online through Facebook and Twitter, one of the most common communication platforms used by our target. BriefExplanation We created custom phone cards that let people call loved ones anywhere in the world. What they didn’t realize was that the call routed through a hacked VoIP server which modulated their voice to make the caller sound unrecognizable. After the call ended, they received pre-programmed text messages explaining why the listener couldn’t recognize them. They were also encouraged to visit the Branch Out Neurological Foundation website to learn more about Alzheimer’s research and to donate. With permission, we used some of the conversations in 60 second PSA radio spots. Then we took our voice modulation technology to podcasts. Like the phone voices, each host’s voice was modulated to sound unrecognizable. Confused listeners reacted online to the strange voice claiming to be the one they knew. At the end, the host unmodulated their voice to explain the stunt, the Branch Out Neurological Foundation and the importance of Alzheimer’s research.

        Stranger's Voice

        案例简介：ScriptInEnglish ANNCR: 为了模拟老年痴呆症的影响，我们分发了免费的电话卡给人们打电话给亲人, 但是他们没有意识到这个电话是通过一个被黑客攻击的服务器发送的，这个服务器调制了他们的声音，使他们无法识别。以下是真实的录音。SFX: 电话响了。电话被接了。朋友: 你好？来电者: 嘿!朋友: 嗨？.来电者: 嘿，怎么了。朋友: 这是谁？来电者: 是梅格。朋友: 哦..？打电话者: 我想下周末来 -- 朋友: 这是恶作剧吗？你是谁？打电话者: 真的吗？是梅格。你知道多少兆。朋友: 不，这不是梅格，这是谁？打电话者: 你在开玩笑吗？朋友: 听着，我很抱歉，但是无论你想做什么，请试着在别人身上做。来电者: 什么？苏珊，你在开玩笑吗？朋友: 不，我不这么认为，我没有时间做这种事情。来电者: 苏珊等等什么是-SFX: 电话挂断了。ANNCR: 老年痴呆症让爱人变成了陌生人。但是有了神经基金会的分支，我们可以帮助大脑恢复最佳状态。在 branchoutfoundation.com 了解更多信息 实施 我们创建了定制的电话卡，这些电话卡被编程为通过 Asterix VoIP 电话服务器路由呼出的电话，该服务器将呼叫者的声音调制成无法识别的声音。总共制造了 1000 张卡，总成本约为 250CDN 美元，并从 20/02/2017 年到 20/03/2017 年在加拿大多伦多免费分发。经允许，我们通过收音机播放了一些录音对话。广播节目 19/04/2017 在以下节目中播出: 多伦多的 Q107 EDGE 和 AM 640。卡尔加里的国家 105 Q107 和 CHQR。摇滚 101 、 CFOX 、 AM 980 和温哥华交通 730。然后，我们将在线活动扩展到流行的播客，在 17/04/2017-17/05/2017 期间的剧集上推出。播客包括: 加拿大、冒名顶替者、咆哮和 Bollox 、一张纸和机器人加拿大。社交媒体的反应是通过脸谱网和推特记录的。 EntrySummary 随着人口的急剧增长，老年痴呆症患者的数量也在急剧上升。现在比以往任何时候都更迫切需要为研究捐款，但是越来越多的年轻人很难真正理解这种疾病。所以我们开始在家庭日分发电话卡，这是一个重要的加拿大节日，可以与家人和密友重新联系。在年轻人中，手机使用是最常见的，这些卡片让他们免费打电话给世界上的任何人，体验老年痴呆症是如何把亲人变成陌生人的。然后，我们把我们的语音调制技术带到播客上，播客在年轻的人口中有大量的听众。我们还可以通过 Facebook 和 Twitter 在线跟踪他们的反应，这是我们的目标使用的最常见的交流平台之一。 简要解释 我们创建了定制的电话卡，让人们可以给世界任何地方的亲人打电话。他们没有意识到的是，电话通过被黑客攻击的 VoIP 服务器路由，该服务器调制他们的声音，使来电者的声音无法识别。通话结束后，他们收到了预先编程的短信，解释了为什么听者认不出他们。他们还被鼓励访问分支神经基金会网站，了解更多关于阿尔茨海默氏症的研究并捐赠。经允许，我们在 60 秒的 PSA 电台节目中使用了一些对话。然后我们把我们的语音调制技术带到播客。像电话的声音一样，每个主机的声音被调制成无法辨认的声音。困惑的听众在网上对声称是他们认识的那个奇怪的声音做出了反应。最后，主持人放松了他们的声音来解释这个特技、神经基础的分支以及阿尔茨海默病研究的重要性。

        Stranger's Voice

        案例简介：ScriptInEnglish ANNCR: To simulate the effects of Alzheimer’s, we handed out free phone cards for people to call loved ones, but they didn’t realize the call routed through a hacked server which modulated their voice to make them unrecognizable. The following is a real recording. SFX: Phone ringing. Phone gets picked up. FRIEND: Hello? CALLER: Hey! FRIEND: Hi?... CALLER: Hey what’s up. FRIEND: Who is this? CALLER: It’s Meg. FRIEND: Oh..? CALLER: I was thinking of coming in next weekend- FRIEND: Is this a prank? Who are you? CALLER: Seriously? It’s Meg. How many Megs do you know. FRIEND: No this isn’t Meg, who is this? CALLER: Are you kidding? FRIEND: Look I’m sorry but whatever you’re trying to do please try doing it on someone else. CALLER: What? Susan, are you joking? FRIEND: No look I don’t think so, I don’t have time for this sort of thing. CALLER: Susan wait what is- SFX: Phone hangs up. ANNCR: Alzheimer’s turns loved ones into strangers. But with the Branch Out Neurological Foundation, we can help get brains back to their best. Learn more at branchoutfoundation.com Implementation We created custom phone cards that were programmed to route outgoing calls through a Asterix VoIP phone server that modulated the caller’s voice to sound unrecognizable. A total of 1000 cards were manufactured at a total cost of approximately $250CDN, and were distributed for free from 20/02/2017 to 20/03/2017 in Toronto Canada. With permission, we aired some of the recorded conversations over the radio. The radio spots aired 19/04/2017 on the following programs: Q107 EDGE and AM 640 in Toronto. Country 105 Q107 and CHQR in Calgary. Rock 101, CFOX, AM 980 and Traffic 730 in Vancouver. We then extended the campaign online to popular podcasts, which launched on episodes between 17/04/2017 - 17/05/2017. The podcasts include: Canadaland, The Imposter, Rant & Bollox, The One Sheet, and Droids Canada. The social media responses were recorded through Facebook and Twitter. EntrySummary With population growth drastically rising, so is the number of older adults diagnosed with Alzheimer’s. Donations for research are desperately needed now more than ever, but a growing younger demographic has trouble truly understanding the disease. So we started distributing the phone cards on Family Day, an important Canadian holiday for reconnecting with family and close friends. Mobile use is most common within the younger demographic, and these cards let them call anyone in the world for free and experience how Alzheimer’s can turn loved ones into strangers. We then took our voice modulation technology to podcasts, which have a massive listenership within younger demographics. We could also track their reactions online through Facebook and Twitter, one of the most common communication platforms used by our target. BriefExplanation We created custom phone cards that let people call loved ones anywhere in the world. What they didn’t realize was that the call routed through a hacked VoIP server which modulated their voice to make the caller sound unrecognizable. After the call ended, they received pre-programmed text messages explaining why the listener couldn’t recognize them. They were also encouraged to visit the Branch Out Neurological Foundation website to learn more about Alzheimer’s research and to donate. With permission, we used some of the conversations in 60 second PSA radio spots. Then we took our voice modulation technology to podcasts. Like the phone voices, each host’s voice was modulated to sound unrecognizable. Confused listeners reacted online to the strange voice claiming to be the one they knew. At the end, the host unmodulated their voice to explain the stunt, the Branch Out Neurological Foundation and the importance of Alzheimer’s research.

        陌生人的声音

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        Stranger's Voice

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