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清扫车
案例简介：客户简报或目标 联合国地雷行动处想用一些能打破非营利混乱的东西来庆祝国际防雷日。每年有 5,000 多个慈善机构成立，他们对捐赠者的美元有着激烈的竞争。捐赠者经历了 “同情疲劳” -- 在变得麻木之前，人们只能看到这么多的痛苦。此外，人们倾向于捐赠给他们在自己生活中遇到的事业。我们很快意识到，我们必须做的是让地雷的危险对纽约人来说是真实的。 执行 4月6日，国际防雷日，我们在纽约市的新博物馆举办了摄影师 Marco Grob 的展览。展览结合了摄影、物理设计、移动导航和音频设计。游客被引导使用一个名为 Sweeper 的移动应用程序，利用视觉和音频提示。观众不知道的是，我们用 iBeacons 用 “数字地雷” 操纵了展览。当被触发时，观众对爆炸的音频复制感到惊讶，导致一个教育组件解释被触发的内容和后果。最后，观众被鼓励通过短信捐赠。 结果 体验是数字的 -- 但情感是真实的。在新博物馆展览之后，联合国排雷行动处的捐款比前一年增加了 152%，联合国排雷行动处网站的访问量增加了 250%。这篇文章在社交媒体上被广泛讨论，有 1.5亿多个印象，超过 2,500,000 美元的媒体收入。《传染》写道，这种经历给技术带来了他们从未见过的情感水平。 相关性 联合国地雷行动处 (地雷行动处) 是一个非营利组织，旨在通过宣传工作与探雷和排雷相结合，向受地雷影响的地区提供救济。超过 61 个国家被怀疑有地雷污染，尽管有危险, 地雷行动处的人员进入雷区，冒着生命危险，为被这些武器削弱的人民和社区提供更多的希望。不过，联合国地雷行动处的大部分资金来自那些不每天处理这些危险的国家的捐助者。
清扫车
案例简介：Client Brief Or Objective UNMAS wanted to celebrate International Mine Awareness Day with something that would break through the non-profit clutter. With more than 5,000 charities founded every year, they had stiff competition for donor’s dollars. Donors experience “Compassion Fatigue” – there is only so much suffering one can view before becoming desensitized. Moreover, people tend to donate to causes they encounter in their own lives. We quickly realized that what we had to do was make the danger of land-mines real to New Yorkers. Execution On April 6th, International Mine Awareness Day, we staged an exhibition by photographer Marco Grob in The New Museum, New York City. The exhibition was a combination of photography, physical design, mobile guidance and audio design. Visitors were guided using a mobile app called Sweeper, utilizing both visual and audio cues. What the viewer didn’t know was that we had rigged the exhibition with “Digital Mines” using iBeacons. When triggered, the viewer was surprised with an audio replication of an explosion, leading to an educational component explaining what had been triggered and what the consequences were. Finally, viewers were encouraged to donate via text message. Outcome The experience was digital – but the emotions were real. After the New Museum exhibition, UNMAS saw a 152% increase in donations over the previous year, and a 250% increase in traffic to the UNMAS website. The piece was widely discussed on social media with over 150 million impressions, and over $2,500,000 of earned media. Contagious wrote about the experience as having brought a level of emotion to technology that they had never seen before. Relevancy The United Nations Mine Action Service (UNMAS) is a non-profit organization which aims to provide relief to mine-affected areas through the combination of awareness efforts and mine detection and removal. More than 61 countries are suspected of land-mine contamination, and despite the danger, UNMAS personnel go out into minefields and risk their lives to provide just a little more hope for the people and communities literally and figuratively crippled by these weapons. UNMAS receives most of its funding, though, from donors in countries that do not deal with these dangers on a daily basis.
Sweeper
案例简介：客户简报或目标 联合国地雷行动处想用一些能打破非营利混乱的东西来庆祝国际防雷日。每年有 5,000 多个慈善机构成立，他们对捐赠者的美元有着激烈的竞争。捐赠者经历了 “同情疲劳” -- 在变得麻木之前，人们只能看到这么多的痛苦。此外，人们倾向于捐赠给他们在自己生活中遇到的事业。我们很快意识到，我们必须做的是让地雷的危险对纽约人来说是真实的。 执行 4月6日，国际防雷日，我们在纽约市的新博物馆举办了摄影师 Marco Grob 的展览。展览结合了摄影、物理设计、移动导航和音频设计。游客被引导使用一个名为 Sweeper 的移动应用程序，利用视觉和音频提示。观众不知道的是，我们用 iBeacons 用 “数字地雷” 操纵了展览。当被触发时，观众对爆炸的音频复制感到惊讶，导致一个教育组件解释被触发的内容和后果。最后，观众被鼓励通过短信捐赠。 结果 体验是数字的 -- 但情感是真实的。在新博物馆展览之后，联合国排雷行动处的捐款比前一年增加了 152%，联合国排雷行动处网站的访问量增加了 250%。这篇文章在社交媒体上被广泛讨论，有 1.5亿多个印象，超过 2,500,000 美元的媒体收入。《传染》写道，这种经历给技术带来了他们从未见过的情感水平。 相关性 联合国地雷行动处 (地雷行动处) 是一个非营利组织，旨在通过宣传工作与探雷和排雷相结合，向受地雷影响的地区提供救济。超过 61 个国家被怀疑有地雷污染，尽管有危险, 地雷行动处的人员进入雷区，冒着生命危险，为被这些武器削弱的人民和社区提供更多的希望。不过，联合国地雷行动处的大部分资金来自那些不每天处理这些危险的国家的捐助者。
Sweeper
案例简介：Client Brief Or Objective UNMAS wanted to celebrate International Mine Awareness Day with something that would break through the non-profit clutter. With more than 5,000 charities founded every year, they had stiff competition for donor’s dollars. Donors experience “Compassion Fatigue” – there is only so much suffering one can view before becoming desensitized. Moreover, people tend to donate to causes they encounter in their own lives. We quickly realized that what we had to do was make the danger of land-mines real to New Yorkers. Execution On April 6th, International Mine Awareness Day, we staged an exhibition by photographer Marco Grob in The New Museum, New York City. The exhibition was a combination of photography, physical design, mobile guidance and audio design. Visitors were guided using a mobile app called Sweeper, utilizing both visual and audio cues. What the viewer didn’t know was that we had rigged the exhibition with “Digital Mines” using iBeacons. When triggered, the viewer was surprised with an audio replication of an explosion, leading to an educational component explaining what had been triggered and what the consequences were. Finally, viewers were encouraged to donate via text message. Outcome The experience was digital – but the emotions were real. After the New Museum exhibition, UNMAS saw a 152% increase in donations over the previous year, and a 250% increase in traffic to the UNMAS website. The piece was widely discussed on social media with over 150 million impressions, and over $2,500,000 of earned media. Contagious wrote about the experience as having brought a level of emotion to technology that they had never seen before. Relevancy The United Nations Mine Action Service (UNMAS) is a non-profit organization which aims to provide relief to mine-affected areas through the combination of awareness efforts and mine detection and removal. More than 61 countries are suspected of land-mine contamination, and despite the danger, UNMAS personnel go out into minefields and risk their lives to provide just a little more hope for the people and communities literally and figuratively crippled by these weapons. UNMAS receives most of its funding, though, from donors in countries that do not deal with these dangers on a daily basis.
清扫车
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Sweeper
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基本信息
- 广告品牌： United Nations Mine Action Service
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 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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