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品尝美国-它比你想象的更接近
案例简介：品名美国-它比你想象的更接近品牌: Integral是位于保加利亚的美国工作和旅行的先驱机构之一。洞察力我们深入研究了成为Z世代的意义。这一代人通常被认为精通技术，对社交媒体友好。他们往往忽视街头的实体广告。其他相关特征包括他们喜欢旅行并且非常务实。文化洞察力人们的看法是，美国非常遥远。实际上，这只是从保加利亚出发的12小时航班。创意与执行我们制作了照片，展示了学生可以工作的城市和附近潜在的有吸引力的地方之一 -- 一辆车开走。我们受到Google Maps UX设计的启发。我们做了800种不同的指纹。导航也具有以公里为单位的真实距离。通过这种方法，我们有信心达到目标受众，因为对他们来说感觉很直观。对于Z世代的学生来说，拥有智能手机是一种熟悉甚至自然的事情。所以我们把手机屏幕带到街上，直截了当地告诉他们: “嘿，它并不遥远。你会看到和体验的东西。
品尝美国-它比你想象的更接近
案例简介：name Taste America — it’s closer than you think brand: Integral is one of the pioneering agencies for Work and Travel to the USA based in Bulgaria. insight We delved into what it means to be Generation Z. People from this generation are generally regarded as tech-savvy and social media-friendly. They tend to overlook physical advertising on the streets. Other relevant characteristics include that they enjoy traveling and are very pragmatic. cultural insight The perception is that the USA is very far away. In reality, it is just a 12h flight from Bulgaria. Idea & execution We created prints that show the cities where students could work and one of the potentially attractive places nearby — a car drive away. We were inspired by the Google Maps UX design. We did around 800 different prints. It is navigation that also has a real-life distance in kilometers. With this approach, we are confident in reaching the target audience because for them it feels intuitive. It is a familiar and even natural for Gen Z-aged students to have a smartphone in their hands. So we bring the phone screen to the street and tell them in a straightforward manner: “Hey it is not that far away. You will see and experience stuff.
Taste America - It's Closer Than You Think
案例简介：品名美国-它比你想象的更接近品牌: Integral是位于保加利亚的美国工作和旅行的先驱机构之一。洞察力我们深入研究了成为Z世代的意义。这一代人通常被认为精通技术，对社交媒体友好。他们往往忽视街头的实体广告。其他相关特征包括他们喜欢旅行并且非常务实。文化洞察力人们的看法是，美国非常遥远。实际上，这只是从保加利亚出发的12小时航班。创意与执行我们制作了照片，展示了学生可以工作的城市和附近潜在的有吸引力的地方之一 -- 一辆车开走。我们受到Google Maps UX设计的启发。我们做了800种不同的指纹。导航也具有以公里为单位的真实距离。通过这种方法，我们有信心达到目标受众，因为对他们来说感觉很直观。对于Z世代的学生来说，拥有智能手机是一种熟悉甚至自然的事情。所以我们把手机屏幕带到街上，直截了当地告诉他们: “嘿，它并不遥远。你会看到和体验的东西。
Taste America - It's Closer Than You Think
案例简介：name Taste America — it’s closer than you think brand: Integral is one of the pioneering agencies for Work and Travel to the USA based in Bulgaria. insight We delved into what it means to be Generation Z. People from this generation are generally regarded as tech-savvy and social media-friendly. They tend to overlook physical advertising on the streets. Other relevant characteristics include that they enjoy traveling and are very pragmatic. cultural insight The perception is that the USA is very far away. In reality, it is just a 12h flight from Bulgaria. Idea & execution We created prints that show the cities where students could work and one of the potentially attractive places nearby — a car drive away. We were inspired by the Google Maps UX design. We did around 800 different prints. It is navigation that also has a real-life distance in kilometers. With this approach, we are confident in reaching the target audience because for them it feels intuitive. It is a familiar and even natural for Gen Z-aged students to have a smartphone in their hands. So we bring the phone screen to the street and tell them in a straightforward manner: “Hey it is not that far away. You will see and experience stuff.
品尝美国-它比你想象的更接近
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Taste America - It's Closer Than You Think
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