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真正的观点
案例简介：战略 新的雷诺 m é gane 旨在发挥作用。不是在花哨的电视广告中，也不是在广告牌上的时尚图片中，而是在街上。被人看到并捕捉街上人们的目光，这对一个汽车品牌来说才是真正重要的。因此，我们建立了一个创新和独特的实验，以了解有多少人想真正看到汽车。 活动描述 为了弄清楚新的梅甘娜作为一辆热情的汽车在人群中有多突出，我们不得不把注意力集中在真正重要的事情上。在网上印象和其他数字指标绝对是汽车受欢迎程度的好指标的地方，这不是真正重要的。毕竟，一旦你买了一辆车，你就会在街上开车，而不是上网。这就是为什么我们决定捕捉汽车在现实生活中的街道上得到的关注。 相关性 通过真实的视图，我们以一种新的方式使用了汽车品牌最现有的媒介 -- 汽车本身: 捕捉观众的真正注意力让我们能够以诚实创新的方式衡量雷诺新梅甘娜的受欢迎程度。 结果 新的 Megane 在 85.685 公里上有 5.250千米个真实的视野，每公里有 16 个真实的视野。在一个每平方公里有 370 居民的国家里，人们印象深刻。尤其是在寒冷的冬天，我们大部分时间都在里面度过。超过 21.000 人访问了真实浏览网站，平均来说, 在现实生活中，人们接触汽车的时间比在雷诺比利时的 Facebook 和推特页面上多,即使是那些已经赢得了相当免费的关注，25.725 的自然脸谱网的印象和 11.7014 在推特上。 执行 真正的视图车装有 6 个摄像头，3 台电脑，一个全球定位系统发射器和一个 4g 路由器。与定制的 facetracking 软件一起，汽车能够自主跟踪检查它的人数，无论是在开车还是站着时。汽车后面的一个计数器显示了它捕捉到的次数。为了确保我们得到最准确的计数,我们在 13.000 多个人脸上测试了我们的人脸跟踪软件，以便完全正确。该运动的数字部分是围绕 www 建立的。 realviews。在那里你可以获得新的实时状态梅甘娜: 有多少人忍不住去看看，它现在在哪里开车？ 直到 2016年1月，新的 Megane 驾驶着比利时最大的城市，最受欢迎的景点，甚至是国家汽车/摩托车/货车沙龙。 概要 新的 Megane 是为了让人们唤醒他们的激情而创建的。我们必须清楚地在拥挤而单调的汽车市场中安装这种定位。接下来，我们的任务是放大已经存在的预发布的汽车爱好者的兴趣。
真正的观点
案例简介：Strategy The New Renault Mégane is designed to make a difference. Not in a fancy TV commercial or by a stylish picture in a billboard but on the streets. Being seen and capture the glance of the people in the street that’s what really matters for a car brand. Therefore we set up an innovative and unique experiment to find out how many people wanted to truly see the car. Campaign Description To make clear how much the New Megane really stands out from the crowd as a passionate car we had to focus on the attention that really matters. Where online impressions and other digital metrics are definitely a good indicator for a car's popularity, it's not what truly matters. After all, once you've bought a car you'll be driving it in the streets and not online. That's why we decided to capture the amount of attention the car gets exactly where it should: on the streets in real life. Relevancy With Real Views we used a car brand's most present medium, the car itself, in a new way: capturing the audience's true attention allowed us to gauge the popularity of Renault's New Megane in an honest an innovating way. Outcome With 85.685 real views over 5.250 km the New Megane gathered over 16 real views per km. Quite impressing in a country with 370 inhabitants per square km. Especially during the cold winter months when we spend the bigger part of our days inside.Over 21.000 people visited the Real Views website and spent, on average, 1 minute following the car in real timeMore people were exposed to the car in real life than on Renault Belgium's Facebook and Twitter pages, and even those had earned quite the free attention with 25.725 natural Facebook impressions and 11.7014 on Twitter. Execution The Real Views car is fitted with 6 camera's, 3 computers, a GPS transmitter and a 4G router. Together with tailor-made facetracking software the car is able to autonomously keep track of the number of people checking it out, both whilst driving and standing still. A counter on the back of the car indicates the number of looks it caught.To make sure we got the most accurate count, we tested our facetracking software on over 13.000 faces in order to get it exactly right.The digital part of the campaign was built around www.realviews.be where you can get a realtime status of the New Megane: How many people couldn't resist to look and where is it driving right now?Until January 2016 the New Megane drove around Belgium's biggest cities, most popular spots and even the national Auto/Moto/Van salon. Synopsis The New Megane is created to let people wake up their passion. We had to clearly install this positioning in a crowded and monotonous car market. Next to that we were tasked with amplifying the already existing pre-launch interest amongst car lovers.
Real Views
案例简介：战略 新的雷诺 m é gane 旨在发挥作用。不是在花哨的电视广告中，也不是在广告牌上的时尚图片中，而是在街上。被人看到并捕捉街上人们的目光，这对一个汽车品牌来说才是真正重要的。因此，我们建立了一个创新和独特的实验，以了解有多少人想真正看到汽车。 活动描述 为了弄清楚新的梅甘娜作为一辆热情的汽车在人群中有多突出，我们不得不把注意力集中在真正重要的事情上。在网上印象和其他数字指标绝对是汽车受欢迎程度的好指标的地方，这不是真正重要的。毕竟，一旦你买了一辆车，你就会在街上开车，而不是上网。这就是为什么我们决定捕捉汽车在现实生活中的街道上得到的关注。 相关性 通过真实的视图，我们以一种新的方式使用了汽车品牌最现有的媒介 -- 汽车本身: 捕捉观众的真正注意力让我们能够以诚实创新的方式衡量雷诺新梅甘娜的受欢迎程度。 结果 新的 Megane 在 85.685 公里上有 5.250千米个真实的视野，每公里有 16 个真实的视野。在一个每平方公里有 370 居民的国家里，人们印象深刻。尤其是在寒冷的冬天，我们大部分时间都在里面度过。超过 21.000 人访问了真实浏览网站，平均来说, 在现实生活中，人们接触汽车的时间比在雷诺比利时的 Facebook 和推特页面上多,即使是那些已经赢得了相当免费的关注，25.725 的自然脸谱网的印象和 11.7014 在推特上。 执行 真正的视图车装有 6 个摄像头，3 台电脑，一个全球定位系统发射器和一个 4g 路由器。与定制的 facetracking 软件一起，汽车能够自主跟踪检查它的人数，无论是在开车还是站着时。汽车后面的一个计数器显示了它捕捉到的次数。为了确保我们得到最准确的计数,我们在 13.000 多个人脸上测试了我们的人脸跟踪软件，以便完全正确。该运动的数字部分是围绕 www 建立的。 realviews。在那里你可以获得新的实时状态梅甘娜: 有多少人忍不住去看看，它现在在哪里开车？ 直到 2016年1月，新的 Megane 驾驶着比利时最大的城市，最受欢迎的景点，甚至是国家汽车/摩托车/货车沙龙。 概要 新的 Megane 是为了让人们唤醒他们的激情而创建的。我们必须清楚地在拥挤而单调的汽车市场中安装这种定位。接下来，我们的任务是放大已经存在的预发布的汽车爱好者的兴趣。
Real Views
案例简介：Strategy The New Renault Mégane is designed to make a difference. Not in a fancy TV commercial or by a stylish picture in a billboard but on the streets. Being seen and capture the glance of the people in the street that’s what really matters for a car brand. Therefore we set up an innovative and unique experiment to find out how many people wanted to truly see the car. Campaign Description To make clear how much the New Megane really stands out from the crowd as a passionate car we had to focus on the attention that really matters. Where online impressions and other digital metrics are definitely a good indicator for a car's popularity, it's not what truly matters. After all, once you've bought a car you'll be driving it in the streets and not online. That's why we decided to capture the amount of attention the car gets exactly where it should: on the streets in real life. Relevancy With Real Views we used a car brand's most present medium, the car itself, in a new way: capturing the audience's true attention allowed us to gauge the popularity of Renault's New Megane in an honest an innovating way. Outcome With 85.685 real views over 5.250 km the New Megane gathered over 16 real views per km. Quite impressing in a country with 370 inhabitants per square km. Especially during the cold winter months when we spend the bigger part of our days inside.Over 21.000 people visited the Real Views website and spent, on average, 1 minute following the car in real timeMore people were exposed to the car in real life than on Renault Belgium's Facebook and Twitter pages, and even those had earned quite the free attention with 25.725 natural Facebook impressions and 11.7014 on Twitter. Execution The Real Views car is fitted with 6 camera's, 3 computers, a GPS transmitter and a 4G router. Together with tailor-made facetracking software the car is able to autonomously keep track of the number of people checking it out, both whilst driving and standing still. A counter on the back of the car indicates the number of looks it caught.To make sure we got the most accurate count, we tested our facetracking software on over 13.000 faces in order to get it exactly right.The digital part of the campaign was built around www.realviews.be where you can get a realtime status of the New Megane: How many people couldn't resist to look and where is it driving right now?Until January 2016 the New Megane drove around Belgium's biggest cities, most popular spots and even the national Auto/Moto/Van salon. Synopsis The New Megane is created to let people wake up their passion. We had to clearly install this positioning in a crowded and monotonous car market. Next to that we were tasked with amplifying the already existing pre-launch interest amongst car lovers.
真正的观点
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Real Views
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