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嗅先生
案例简介：执行 该项目是通过电视广告宣传的，而 Sniff 先生的技术规格在我们的网站上公布。我们还上传了流媒体音乐视频，其中包括许多跳舞的 Sniffs 先生，试图为机器人制造炒作。这些努力帮助我们最大限度地增加了在日本超市和公共场所进行呼吸测试的志愿者数量，包括有计划的和自发的。 相关性 嗅先生，通过创造一个人形呼吸分析机器人, 我们设法创造了一种全新的媒介，通过这种媒介，我们能够在日本各地的公共场所进行现场呼吸测试，提高对口腔卫生的认识。 活动描述 通过开发一个机器人，他不仅能够进行高水平的呼吸分析，而且还通过一系列有趣的手势来展示这些信息, 我们能够以一种不会推迟测试的方式收集呼吸质量数据。因此，我们收集了足够的信息来确定 67% 的日本人有口臭。 概要 与许多其他国家相比，日本人对口腔卫生的认识不高。口腔卫生组织进行的一项调查发现，70% 的在日本的外国居民对日本人的呼吸质量不满意。指出某人的呼吸质量通常被认为是粗鲁的，这一事实使问题变得更加复杂。以清新口香糖闻名的品牌 ACUO 决定找到一种解决方案，帮助提高日本人的口腔卫生意识。 战略 该项目的目标是日本各地的人们。我们的策略集中在两点: 一，很难注意到自己的口臭，二，在日本, 公开指出另一个人的缺点 -- 包括口臭 -- 在社会上是不可接受的。我们意识到我们可以通过开发一个机器人来规避这些问题，嗅先生，他能够分析和指出一个人的呼吸质量。 结果 该项目吸引了 6,800 多名志愿者前来进行呼吸测试。它总共被 56 个电视节目和报纸以及 288 个网站覆盖，为我们提供了 2,342,060 美元的广告价值。结果，96.7% 听说过这个项目的人说他们对自己的呼吸质量有了更多的了解。结果，1240万人能够了解这个项目，其中 96.7% 的人说他们已经对自己的呼吸质量有了更多的了解。该项目也被证明是一个成功的品牌战略，与去年同期相比，ACUO 产品的销售额增长了 3%, 尽管在过去十年中，口香糖市场的销售额下降了 26%。
嗅先生
案例简介：Execution The project was advertised through TV ads, while Mr. Sniff’s technical specifications were published on our website. We also uploaded streaming music videos that featured numerous dancing Mr. Sniffs in an attempt to create hype for the robot. These efforts helped us maximize the number of volunteers who came out for a breath test at one of the many stops—both planned and spontaneous—we made at supermarkets and public locations across Japan. Relevancy By creating a humanoid breath-analyzing robot, Mr. Sniff, we managed to create an entirely new type of medium through which we were able to conduct on-the-spot breath tests in public locations across Japan, in the process raising awareness of oral hygiene. CampaignDescription By developing a robot who was not only capable of a high level of breath analysis, but who also presented this information through a range of entertaining gestures, we were able to gather breath quality data in a way that did not put off those being tested. As a result, we were able to amass enough information to determine that 67% of Japanese have bad breath. Synopsis Compared to many other countries, the Japanese do not have a high awareness of oral hygiene. One survey conducted by an oral hygiene group found that 70% of foreign residents in Japan were dissatisfied with the breath quality of the Japanese. The problem was compounded by the fact that it is generally considered rude to point out the quality of someone’s breath. ACUO, a brand known for its breath-freshening gum, decided to find a solution that would help raise oral hygiene awareness among the Japanese. Strategy THE PROJECT TARGETED PEOPLE ACROSS JAPAN. OUR STRATEGY FOCUSED ON TWO POINTS: ONE, THAT IT IS DIFFICULT TO NOTICE ONE'S OWN BAD BREATH, AND TWO, THAT IN JAPAN, IT IS SOCIALLY UNACCEPTABLE TO OPENLY POINT OUT ANOTHER PERSON’S FAILINGS—INCLUDING BAD BREATH. WE REALIZED WE COULD CIRCUMVENT THESE ISSUES BY DEVELOPING A ROBOT, MR. SNIFF, WHO WAS CAPABLE OF ANALYZING AND POINTING OUT THE QUALITY OF A PERSON'S BREATH. Outcome The project attracted over 6,800 volunteers who came in for breath tests. It was covered in a total 56 TV programs and newspapers, as well as on 288 websites, which provided us with a combined advertising value of $2,342,060. As a result, 96.7% of those who had heard of the project said that they had become more aware of their breath quality. As a result, 12.4 million people were able to learn about the project, and 96.7% of them said that they had become more aware of their breath quality. The project also turned out to be a successful branding strategy, with ACUO products enjoying a 3% boost in sales compared to the same period from the previous year, despite a slump in the gum market that has seen sales drop by 26% over the last ten years.
Mr. Sniff
案例简介：执行 该项目是通过电视广告宣传的，而 Sniff 先生的技术规格在我们的网站上公布。我们还上传了流媒体音乐视频，其中包括许多跳舞的 Sniffs 先生，试图为机器人制造炒作。这些努力帮助我们最大限度地增加了在日本超市和公共场所进行呼吸测试的志愿者数量，包括有计划的和自发的。 相关性 嗅先生，通过创造一个人形呼吸分析机器人, 我们设法创造了一种全新的媒介，通过这种媒介，我们能够在日本各地的公共场所进行现场呼吸测试，提高对口腔卫生的认识。 活动描述 通过开发一个机器人，他不仅能够进行高水平的呼吸分析，而且还通过一系列有趣的手势来展示这些信息, 我们能够以一种不会推迟测试的方式收集呼吸质量数据。因此，我们收集了足够的信息来确定 67% 的日本人有口臭。 概要 与许多其他国家相比，日本人对口腔卫生的认识不高。口腔卫生组织进行的一项调查发现，70% 的在日本的外国居民对日本人的呼吸质量不满意。指出某人的呼吸质量通常被认为是粗鲁的，这一事实使问题变得更加复杂。以清新口香糖闻名的品牌 ACUO 决定找到一种解决方案，帮助提高日本人的口腔卫生意识。 战略 该项目的目标是日本各地的人们。我们的策略集中在两点: 一，很难注意到自己的口臭，二，在日本, 公开指出另一个人的缺点 -- 包括口臭 -- 在社会上是不可接受的。我们意识到我们可以通过开发一个机器人来规避这些问题，嗅先生，他能够分析和指出一个人的呼吸质量。 结果 该项目吸引了 6,800 多名志愿者前来进行呼吸测试。它总共被 56 个电视节目和报纸以及 288 个网站覆盖，为我们提供了 2,342,060 美元的广告价值。结果，96.7% 听说过这个项目的人说他们对自己的呼吸质量有了更多的了解。结果，1240万人能够了解这个项目，其中 96.7% 的人说他们已经对自己的呼吸质量有了更多的了解。该项目也被证明是一个成功的品牌战略，与去年同期相比，ACUO 产品的销售额增长了 3%, 尽管在过去十年中，口香糖市场的销售额下降了 26%。
Mr. Sniff
案例简介：Execution The project was advertised through TV ads, while Mr. Sniff’s technical specifications were published on our website. We also uploaded streaming music videos that featured numerous dancing Mr. Sniffs in an attempt to create hype for the robot. These efforts helped us maximize the number of volunteers who came out for a breath test at one of the many stops—both planned and spontaneous—we made at supermarkets and public locations across Japan. Relevancy By creating a humanoid breath-analyzing robot, Mr. Sniff, we managed to create an entirely new type of medium through which we were able to conduct on-the-spot breath tests in public locations across Japan, in the process raising awareness of oral hygiene. CampaignDescription By developing a robot who was not only capable of a high level of breath analysis, but who also presented this information through a range of entertaining gestures, we were able to gather breath quality data in a way that did not put off those being tested. As a result, we were able to amass enough information to determine that 67% of Japanese have bad breath. Synopsis Compared to many other countries, the Japanese do not have a high awareness of oral hygiene. One survey conducted by an oral hygiene group found that 70% of foreign residents in Japan were dissatisfied with the breath quality of the Japanese. The problem was compounded by the fact that it is generally considered rude to point out the quality of someone’s breath. ACUO, a brand known for its breath-freshening gum, decided to find a solution that would help raise oral hygiene awareness among the Japanese. Strategy THE PROJECT TARGETED PEOPLE ACROSS JAPAN. OUR STRATEGY FOCUSED ON TWO POINTS: ONE, THAT IT IS DIFFICULT TO NOTICE ONE'S OWN BAD BREATH, AND TWO, THAT IN JAPAN, IT IS SOCIALLY UNACCEPTABLE TO OPENLY POINT OUT ANOTHER PERSON’S FAILINGS—INCLUDING BAD BREATH. WE REALIZED WE COULD CIRCUMVENT THESE ISSUES BY DEVELOPING A ROBOT, MR. SNIFF, WHO WAS CAPABLE OF ANALYZING AND POINTING OUT THE QUALITY OF A PERSON'S BREATH. Outcome The project attracted over 6,800 volunteers who came in for breath tests. It was covered in a total 56 TV programs and newspapers, as well as on 288 websites, which provided us with a combined advertising value of $2,342,060. As a result, 96.7% of those who had heard of the project said that they had become more aware of their breath quality. As a result, 12.4 million people were able to learn about the project, and 96.7% of them said that they had become more aware of their breath quality. The project also turned out to be a successful branding strategy, with ACUO products enjoying a 3% boost in sales compared to the same period from the previous year, despite a slump in the gum market that has seen sales drop by 26% over the last ten years.
嗅先生
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Mr. Sniff
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