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笑马
案例简介：执行 让马开怀大笑就像把拖车转向停车位一样容易。或者确切地说: 你见过马笑吗？不，你可以告诉他们最有趣的笑话 -- 马只是不笑。所以除了优秀的演员，我们还需要训练有素的真正的马。会被命令摇晃并快乐地在草地上打滚的动物。此外，我们需要最新的视觉效果。80% 的马头是由 3D 技术创造的，但必须完美地适应真实的马场景。最后，我们需要扮演专业的配音演员。他们的笑声 -- 作为声音设计中最重要的部分 -- 必须与每匹马的外观、特征和表达相匹配。 战略 大众创新运动不仅展示了该品牌的创新力量，而且应该销售汽车。然而，通过幽默的讲故事，它也被设计成对公司形象最近经历的艰难时期的积极回应。笑马视频不仅吸引了大约人。德国有 370 万人从事马术运动，但也有很高比例的司机使用中型越野车，比如大众途观。视频也可以在情感上打动那些对大众品牌有批判性印象的人。 活动描述 我们的社交视频以三匹马在战场上几乎死于笑声开始。让他们非常开心的是，一个男人拼命地试图把一个马箱拖车倒进停车位。他越失败，马就越笑。当马试图喘口气时，另一辆带着马箱拖车的汽车来了: Tiguan。在拖车辅助功能的帮助下，司机将拖车直接引导到停车位。让马完全说话 -- 或者更确切地说，没有笑声。 结果 笑马从常规的销售场所变成了大众德国有史以来最成功的病毒。仅在前 72 小时内就获得 900万次点击。总的来说，超过 4000万的浏览量，291.000 的股票和 69.000 的赞。因此，毫不奇怪，全球大众市场现在正在调整电视、展览和重大活动的位置。谁能抵制四条腿的朋友笑。 概要 曾经试图将拖车向后引导到停车位吗？尤其是在人们观看的情况下，这可能会变得非常尴尬。数百万德国司机都知道。幸运的是，大众途观配备了拖车辅助功能。这将在新的大众创新运动中做广告。
笑马
案例简介：Execution Making horses laugh is about as easy as steering a trailer bakwards into a parking spot. Or to be precise: have you ever seen a horse laugh? No. You can tell them the funniest jokes – horses just don’t laugh. So apart from good actors we needed well-trained, real horses. Animals that would shake by command and wallow happily on grass. Additionally, we needed the latest visual effects. 80% of the horses’ heads were created by 3D technology – but had to fit the real horse scenes perfectly. Lastly, we needed to cast professional voice-over actors. Their laughter – as the most important part of sound design – had to match appearance, characteristic, and expression of each respective horse. Strategy The Volkswagen innovation campaign not only demonstrates the brand’s innovative power but is supposed to sell cars. Though, by using humourous storytelling, it’s also designed to be a positive response to the rough times the company’s image underwent lately. The laughing horses video is not only appealing to the approx. 3,7 million people in Germany who do equestrian sports but also to the high proportion of drivers with trailers using mid-size SUVs, like the Volkswagen Tiguan. The video can also emotionally touch those people with a critical impression of the Volkswagen brand. CampaignDescription Our social video starts with three horses on a field almost dying of laughter. To their great amusement a man is desperately trying to back a horsebox trailer into a parking spot. The more he fails the more horses start laughing. While the horses are trying to catch their breath another car with a horsebox trailer arrives: the Tiguan. With the help of the Trailer Assist feature this driver steers the trailer directly into the parking space. Leaving the horses completely speech- or rather, laughless. Outcome The laughing horses turned from a regular sales spot into Volkswagen Germany’s most successful viral of all times. Gaining 9 million clicks within the first 72 hours alone. And overall more than 40 million views, 291.000 shares, and 69.000 likes. Thus, it comes as no surprise that global Volkswagen markets are now adapting the spot for TV, exhibitions, and major events. Who can resist laughing four-legged friends. Synopsis Ever tried to steer a trailer backwards into a parking spot? Especially with people watching, this can become pretty embarassing. Millions of German drivers know so. Fortunately the Volkswagen Tiguan comes with a Trailer Assist feature. Which was to be advertised within the new Volkswagen innovation campaign.
Laughing Horses
案例简介：执行 让马开怀大笑就像把拖车转向停车位一样容易。或者确切地说: 你见过马笑吗？不，你可以告诉他们最有趣的笑话 -- 马只是不笑。所以除了优秀的演员，我们还需要训练有素的真正的马。会被命令摇晃并快乐地在草地上打滚的动物。此外，我们需要最新的视觉效果。80% 的马头是由 3D 技术创造的，但必须完美地适应真实的马场景。最后，我们需要扮演专业的配音演员。他们的笑声 -- 作为声音设计中最重要的部分 -- 必须与每匹马的外观、特征和表达相匹配。 战略 大众创新运动不仅展示了该品牌的创新力量，而且应该销售汽车。然而，通过幽默的讲故事，它也被设计成对公司形象最近经历的艰难时期的积极回应。笑马视频不仅吸引了大约人。德国有 370 万人从事马术运动，但也有很高比例的司机使用中型越野车，比如大众途观。视频也可以在情感上打动那些对大众品牌有批判性印象的人。 活动描述 我们的社交视频以三匹马在战场上几乎死于笑声开始。让他们非常开心的是，一个男人拼命地试图把一个马箱拖车倒进停车位。他越失败，马就越笑。当马试图喘口气时，另一辆带着马箱拖车的汽车来了: Tiguan。在拖车辅助功能的帮助下，司机将拖车直接引导到停车位。让马完全说话 -- 或者更确切地说，没有笑声。 结果 笑马从常规的销售场所变成了大众德国有史以来最成功的病毒。仅在前 72 小时内就获得 900万次点击。总的来说，超过 4000万的浏览量，291.000 的股票和 69.000 的赞。因此，毫不奇怪，全球大众市场现在正在调整电视、展览和重大活动的位置。谁能抵制四条腿的朋友笑。 概要 曾经试图将拖车向后引导到停车位吗？尤其是在人们观看的情况下，这可能会变得非常尴尬。数百万德国司机都知道。幸运的是，大众途观配备了拖车辅助功能。这将在新的大众创新运动中做广告。
Laughing Horses
案例简介：Execution Making horses laugh is about as easy as steering a trailer bakwards into a parking spot. Or to be precise: have you ever seen a horse laugh? No. You can tell them the funniest jokes – horses just don’t laugh. So apart from good actors we needed well-trained, real horses. Animals that would shake by command and wallow happily on grass. Additionally, we needed the latest visual effects. 80% of the horses’ heads were created by 3D technology – but had to fit the real horse scenes perfectly. Lastly, we needed to cast professional voice-over actors. Their laughter – as the most important part of sound design – had to match appearance, characteristic, and expression of each respective horse. Strategy The Volkswagen innovation campaign not only demonstrates the brand’s innovative power but is supposed to sell cars. Though, by using humourous storytelling, it’s also designed to be a positive response to the rough times the company’s image underwent lately. The laughing horses video is not only appealing to the approx. 3,7 million people in Germany who do equestrian sports but also to the high proportion of drivers with trailers using mid-size SUVs, like the Volkswagen Tiguan. The video can also emotionally touch those people with a critical impression of the Volkswagen brand. CampaignDescription Our social video starts with three horses on a field almost dying of laughter. To their great amusement a man is desperately trying to back a horsebox trailer into a parking spot. The more he fails the more horses start laughing. While the horses are trying to catch their breath another car with a horsebox trailer arrives: the Tiguan. With the help of the Trailer Assist feature this driver steers the trailer directly into the parking space. Leaving the horses completely speech- or rather, laughless. Outcome The laughing horses turned from a regular sales spot into Volkswagen Germany’s most successful viral of all times. Gaining 9 million clicks within the first 72 hours alone. And overall more than 40 million views, 291.000 shares, and 69.000 likes. Thus, it comes as no surprise that global Volkswagen markets are now adapting the spot for TV, exhibitions, and major events. Who can resist laughing four-legged friends. Synopsis Ever tried to steer a trailer backwards into a parking spot? Especially with people watching, this can become pretty embarassing. Millions of German drivers know so. Fortunately the Volkswagen Tiguan comes with a Trailer Assist feature. Which was to be advertised within the new Volkswagen innovation campaign.
笑马
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Laughing Horses
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