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故事工作室
案例简介：战略 我们知道市场上已经有电影制作应用程序，所以 “故事工作室” 必须在这些应用程序的基础上，加上额外的创造力。我们的主要观众是父母和祖父母，为孩子们寻找礼物的想法。他们希望在圣诞节那天打开并享受礼物，最好是他们可以加入的东西。任务是说服塞恩斯伯里的客户，这个应用程序值得他们手机上宝贵的内存空间。为了让这款应用脱颖而出，我们研究了儿童设计原则。我们发现让孩子们成为专家，通过失败后的信息传递来教学，而不是预先说明，这更好。我们也想给额外的小惊喜，用有趣的设计功能来帮助理解。然后，我们使用自有和付费媒体渠道为套件所有者提供激励和竞争。这鼓励使用寿命，以及与朋友分享。 概要 塞恩斯伯里今年圣诞节用他们的音乐电视广告 “最伟大的礼物” 来娱乐全国。这部动画电影《停止》吸引了数百万人的想象力，它传达了一个温暖人心的信息，那就是在圣诞节与家人共度时光。但是一旦电视广告播出，该品牌需要一种让顾客开心的方式，并让品牌信息 “圣诞节是为了分享” 成为现实。随着未来漫长的圣诞节 -- 充斥着营销 -- 解决方案需要从人群中脱颖而出。在节日期间让亲人聚在一起的想法构成了简报的基础。解决方案必须既注重家庭，又注重互动。随着圣诞节期间挤满了品牌信息，我们不得不找到一种方法来切入，为忙碌的家庭创造真正有价值的东西。 执行 作为一个由 UX 、技术、设计和文案组成的敏捷团队，我们的第一步是与孩子们一起开发现有的电影制作应用程序，以找出我们应该或不应该包括的关键功能。设计使用了圣诞节活动的线索。然而，为了确保应用程序的寿命，我们使用了运动中立的艺术指导。明亮、大胆的颜色和简单的字体给 “故事工作室” 一种吸引孩子和成人的美学。每个设计元素都起着功能性的作用，所以没有视觉混乱来使用户体验复杂化。该应用在谷歌 Play Store 和应用商店实现，社交媒体推动在 Facebook 和 Twitter 上下载。该应用程序和相关的盒子也在塞恩斯伯里商店的销售点做广告。 结果 我们在活动期间看到了 190万多部新电影，平均会话时间为 15 分钟，这对于品牌应用程序来说非常显著。在圣诞节当天，有 175,000 部新电影被制作出来，让塞恩斯伯里成为一年中最重要的家庭日的核心。 活动描述 “Story studio” 是一个免费的定格电影创作应用程序，受广告启发，但专为长期创意而设计。作为一个娱乐和教育平台，它是一个简单的方式来鼓励家庭一起度过时间，创造他们自己的圣诞电影。该应用通过塞恩斯伯里商店出售的盒装动画套件进行推广，包括导演手册、人物木偶、电影布和可定制贴纸。这些被作为 “袜子填充物” 出售，鼓励顾客在圣诞节分享礼物。出售的每一盒都意味着向 Ormand 街医院慈善机构捐赠。该应用程序本身包括提示和技巧、电影制作建议以及领先其商业竞争对手的创造性功能，包括重影、音效、视频过滤器, 语音录音和强大的编辑。这是一个有抱负的动画师可能需要的一切，包裹着一个美丽而友好的
故事工作室
案例简介：Strategy We knew there were already movie making apps on the market, so ‘Story Studio’ had to build on these, with extra layers of creativity. Our main audience was parents and grandparents, looking for gift ideas for children. They wanted the gift to be opened and enjoyed on Christmas day, and preferably be something they could join in with. The task was to convince Sainsbury’s customers this app was worth the precious memory space on their phones. To make the app stand out, we researched design principles for kids. We found it was better to let kids be the experts, teaching by post-failure messaging, rather than upfront instructions. We wanted to give extra little surprises too, with fun design features to aid understanding. We then used owned and paid media channels to offer incentives and competitions for kit owners. This encouraged longevity of use, as well as sharing with friends. Synopsis Sainsbury’s entertained the nation this Christmas with their musical TV ad, ‘The Greatest Gift’. This animated, stop motion film captured the imagination of millions, with a heart-warming message on spending time with family at Christmas. But once the TV ad aired, the brand needed a way to keep customers entertained, and make the brand message ‘Christmas Is For Sharing’, real. With a long Christmas period ahead – cluttered with marketing – the solution needed to stand out from the crowd.The idea of bringing loved ones together for the festive period formed the basis of the brief. It was essential that the solution be both family focussed and interactive. With the Christmas period being so crowded with brand messaging, we had to find a way to cut through, creating something of genuine worth to busy families. Execution Working as an agile team of UX, Tech, Design and Copywriting, our first step was to workshop existing filmmaking apps with kids, to find out what key features ours should or shouldn’t include. The design used cues from the Christmas activity. However, to ensure the longevity of the app, we used campaign neutral art-direction. Bright, bold colours and simple typefaces give ‘Story Studio’ an aesthetic that appeals to both kids and adults. Every design element plays a functional role, so there’s no visual clutter to complicate the user experience. The app was implemented across the Google Play Store and App Store, with social media driving to download across Facebook and Twitter. The app and associated box set were also advertised at point of sale in Sainsbury’s stores. Outcome We saw over 1.9 Million new movies created over the campaign period with an average session time of 15 minutes – remarkable for a brand app. On Christmas Day itself, there were 175 thousand new movies created, putting Sainsbury’s at the heart of the most important family day of the year. CampaignDescription ‘Story Studio’ is a free, stop-motion movie creation app, inspired by the ad but designed for long term creativity. Acting as both an entertaining and educational platform for kids, it’s a simple way to encourage families to spend time together, creating their very own Christmas film. The app was promoted through a boxed animation kit sold in Sainsbury’s stores, including a director’s handbook, puppets of the characters, film sets and customizable stickers. These were sold as ‘stocking fillers’, encouraging customers to give the gift of sharing at Christmas. Every box sold meant a donation to the Great Ormand Street Hospital Charity.The app itself includes tips and tricks, filmmaking advice and a level of creative functionality that put it a step ahead of its commercial rivals - including ghosting, sound effects, video filters, voice-over recording and powerful editing. It’s everything an aspiring animator might need, wrapped and a beautiful and friendly
Story Studio
案例简介：战略 我们知道市场上已经有电影制作应用程序，所以 “故事工作室” 必须在这些应用程序的基础上，加上额外的创造力。我们的主要观众是父母和祖父母，为孩子们寻找礼物的想法。他们希望在圣诞节那天打开并享受礼物，最好是他们可以加入的东西。任务是说服塞恩斯伯里的客户，这个应用程序值得他们手机上宝贵的内存空间。为了让这款应用脱颖而出，我们研究了儿童设计原则。我们发现让孩子们成为专家，通过失败后的信息传递来教学，而不是预先说明，这更好。我们也想给额外的小惊喜，用有趣的设计功能来帮助理解。然后，我们使用自有和付费媒体渠道为套件所有者提供激励和竞争。这鼓励使用寿命，以及与朋友分享。 概要 塞恩斯伯里今年圣诞节用他们的音乐电视广告 “最伟大的礼物” 来娱乐全国。这部动画电影《停止》吸引了数百万人的想象力，它传达了一个温暖人心的信息，那就是在圣诞节与家人共度时光。但是一旦电视广告播出，该品牌需要一种让顾客开心的方式，并让品牌信息 “圣诞节是为了分享” 成为现实。随着未来漫长的圣诞节 -- 充斥着营销 -- 解决方案需要从人群中脱颖而出。在节日期间让亲人聚在一起的想法构成了简报的基础。解决方案必须既注重家庭，又注重互动。随着圣诞节期间挤满了品牌信息，我们不得不找到一种方法来切入，为忙碌的家庭创造真正有价值的东西。 执行 作为一个由 UX 、技术、设计和文案组成的敏捷团队，我们的第一步是与孩子们一起开发现有的电影制作应用程序，以找出我们应该或不应该包括的关键功能。设计使用了圣诞节活动的线索。然而，为了确保应用程序的寿命，我们使用了运动中立的艺术指导。明亮、大胆的颜色和简单的字体给 “故事工作室” 一种吸引孩子和成人的美学。每个设计元素都起着功能性的作用，所以没有视觉混乱来使用户体验复杂化。该应用在谷歌 Play Store 和应用商店实现，社交媒体推动在 Facebook 和 Twitter 上下载。该应用程序和相关的盒子也在塞恩斯伯里商店的销售点做广告。 结果 我们在活动期间看到了 190万多部新电影，平均会话时间为 15 分钟，这对于品牌应用程序来说非常显著。在圣诞节当天，有 175,000 部新电影被制作出来，让塞恩斯伯里成为一年中最重要的家庭日的核心。 活动描述 “Story studio” 是一个免费的定格电影创作应用程序，受广告启发，但专为长期创意而设计。作为一个娱乐和教育平台，它是一个简单的方式来鼓励家庭一起度过时间，创造他们自己的圣诞电影。该应用通过塞恩斯伯里商店出售的盒装动画套件进行推广，包括导演手册、人物木偶、电影布和可定制贴纸。这些被作为 “袜子填充物” 出售，鼓励顾客在圣诞节分享礼物。出售的每一盒都意味着向 Ormand 街医院慈善机构捐赠。该应用程序本身包括提示和技巧、电影制作建议以及领先其商业竞争对手的创造性功能，包括重影、音效、视频过滤器, 语音录音和强大的编辑。这是一个有抱负的动画师可能需要的一切，包裹着一个美丽而友好的
Story Studio
案例简介：Strategy We knew there were already movie making apps on the market, so ‘Story Studio’ had to build on these, with extra layers of creativity. Our main audience was parents and grandparents, looking for gift ideas for children. They wanted the gift to be opened and enjoyed on Christmas day, and preferably be something they could join in with. The task was to convince Sainsbury’s customers this app was worth the precious memory space on their phones. To make the app stand out, we researched design principles for kids. We found it was better to let kids be the experts, teaching by post-failure messaging, rather than upfront instructions. We wanted to give extra little surprises too, with fun design features to aid understanding. We then used owned and paid media channels to offer incentives and competitions for kit owners. This encouraged longevity of use, as well as sharing with friends. Synopsis Sainsbury’s entertained the nation this Christmas with their musical TV ad, ‘The Greatest Gift’. This animated, stop motion film captured the imagination of millions, with a heart-warming message on spending time with family at Christmas. But once the TV ad aired, the brand needed a way to keep customers entertained, and make the brand message ‘Christmas Is For Sharing’, real. With a long Christmas period ahead – cluttered with marketing – the solution needed to stand out from the crowd.The idea of bringing loved ones together for the festive period formed the basis of the brief. It was essential that the solution be both family focussed and interactive. With the Christmas period being so crowded with brand messaging, we had to find a way to cut through, creating something of genuine worth to busy families. Execution Working as an agile team of UX, Tech, Design and Copywriting, our first step was to workshop existing filmmaking apps with kids, to find out what key features ours should or shouldn’t include. The design used cues from the Christmas activity. However, to ensure the longevity of the app, we used campaign neutral art-direction. Bright, bold colours and simple typefaces give ‘Story Studio’ an aesthetic that appeals to both kids and adults. Every design element plays a functional role, so there’s no visual clutter to complicate the user experience. The app was implemented across the Google Play Store and App Store, with social media driving to download across Facebook and Twitter. The app and associated box set were also advertised at point of sale in Sainsbury’s stores. Outcome We saw over 1.9 Million new movies created over the campaign period with an average session time of 15 minutes – remarkable for a brand app. On Christmas Day itself, there were 175 thousand new movies created, putting Sainsbury’s at the heart of the most important family day of the year. CampaignDescription ‘Story Studio’ is a free, stop-motion movie creation app, inspired by the ad but designed for long term creativity. Acting as both an entertaining and educational platform for kids, it’s a simple way to encourage families to spend time together, creating their very own Christmas film. The app was promoted through a boxed animation kit sold in Sainsbury’s stores, including a director’s handbook, puppets of the characters, film sets and customizable stickers. These were sold as ‘stocking fillers’, encouraging customers to give the gift of sharing at Christmas. Every box sold meant a donation to the Great Ormand Street Hospital Charity.The app itself includes tips and tricks, filmmaking advice and a level of creative functionality that put it a step ahead of its commercial rivals - including ghosting, sound effects, video filters, voice-over recording and powerful editing. It’s everything an aspiring animator might need, wrapped and a beautiful and friendly
故事工作室
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Story Studio
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基本信息
- 广告战役： #Sainsbury's-网络-c3b2#
- 广告品牌： Sainsbury's
- 发布日期： 2000
- 行业领域： 互联网服务 , 网站
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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