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CATRACA DA BOA
案例简介：描述客户的简报 里约热内卢狂欢节期间，酒精饮料的高消费是导致交通事故增加的主要因素。在一年的这个时候，醉酒司机直接卷入了 50% 的致命事故。 南极洲的目标是让消费者喝完酒后安全到家，南极洲是消费最多的啤酒品牌和活动的赞助商。 促进发展 我们开发了啤酒旋转门。一个新的地下十字转门，门票是一个空的南极洲啤酒罐。通过光学读数，可以扫描和通道释放。这个人只需要保存最后一罐啤酒，然后用它安全回家。 结果 人口迅速参与了行动，啤酒旋转门每小时有 1,000 多名用户。这一天的数字比其他十字转门高 86%。大约 200,000 人在车站受到直接影响，超过 3 百万人在社交网络上受到影响。自发媒体产生了 1.7 美元: 啤酒旋转门成为电视和印刷媒体的新闻，讨论了该品牌在教育人口方面的作用。收集的啤酒罐被捐赠给一个回收非政府组织，总计 150千克个。最重要的结果是: 根据官方数据，酒后驾车的司机减少 43%。 与产品/服务的相关性 南极洲啤酒为消费者带来了一种负责任的酒精消费的有效理念，不同于传统的电视宣传和小册子。啤酒转门让喝过酒的消费者使用公共交通工具，而不用支付任何其他费用，这给了他们安全回家的机会。消费者和品牌之间的新体验，让成千上万的人参与负责任的酒精消费事业。
CATRACA DA BOA
案例简介：Describe the brief from the client During the Carnival in Rio de Janeiro, the high consumption of alcoholic drinks is the main factor responsible for the increase in traffic accidents. Drunk drivers are directly involved in the increase of 50% of fatal accidents during this time of the year. Antarctica’s objective, the most consumed beer brand and sponsor of the event, was to make its consumers arrive safely at home after drinking. Promotion Development We developed The Beer Turnstile. A new underground turnstile for which the ticket was an empty Antarctica beer can. Via optical reading, the can was scanned and the passage freed. The person just needed to save the last beer can and use it to get home safely. Results The population promptly participated in the action and The Beer Turnstile had more than 1,000 users per hour. A number 86% higher than in other turnstiles during that day. About 200,000 people were directly impacted at the station and more than 3m on social networks. $1.7m generated in spontaneous media: the Beer Turnstile became news on TV and print, which discussed the brand’s role in educating the population. The collected beer cans were donated to a recycling NGO, totalling 150kg. And the most important result: according to official data, 43% fewer drivers were caught drunk driving. Relevancy to Product/Service Antarctica beer brought to its consumers an effective idea of responsible alcohol consumption, different from traditional TV campaigns and brochures. The Beer Turnstile made consumers who had had a drink use public transport without paying anything else for it, giving them the opportunity to go back home safely. A new experience between the consumer and the brand that generated engagement of thousands of people for the responsible alcohol consumption cause.
CATRACA DA BOA
案例简介：描述客户的简报 里约热内卢狂欢节期间，酒精饮料的高消费是导致交通事故增加的主要因素。在一年的这个时候，醉酒司机直接卷入了 50% 的致命事故。 南极洲的目标是让消费者喝完酒后安全到家，南极洲是消费最多的啤酒品牌和活动的赞助商。 促进发展 我们开发了啤酒旋转门。一个新的地下十字转门，门票是一个空的南极洲啤酒罐。通过光学读数，可以扫描和通道释放。这个人只需要保存最后一罐啤酒，然后用它安全回家。 结果 人口迅速参与了行动，啤酒旋转门每小时有 1,000 多名用户。这一天的数字比其他十字转门高 86%。大约 200,000 人在车站受到直接影响，超过 3 百万人在社交网络上受到影响。自发媒体产生了 1.7 美元: 啤酒旋转门成为电视和印刷媒体的新闻，讨论了该品牌在教育人口方面的作用。收集的啤酒罐被捐赠给一个回收非政府组织，总计 150千克个。最重要的结果是: 根据官方数据，酒后驾车的司机减少 43%。 与产品/服务的相关性 南极洲啤酒为消费者带来了一种负责任的酒精消费的有效理念，不同于传统的电视宣传和小册子。啤酒转门让喝过酒的消费者使用公共交通工具，而不用支付任何其他费用，这给了他们安全回家的机会。消费者和品牌之间的新体验，让成千上万的人参与负责任的酒精消费事业。
CATRACA DA BOA
案例简介：Describe the brief from the client During the Carnival in Rio de Janeiro, the high consumption of alcoholic drinks is the main factor responsible for the increase in traffic accidents. Drunk drivers are directly involved in the increase of 50% of fatal accidents during this time of the year. Antarctica’s objective, the most consumed beer brand and sponsor of the event, was to make its consumers arrive safely at home after drinking. Promotion Development We developed The Beer Turnstile. A new underground turnstile for which the ticket was an empty Antarctica beer can. Via optical reading, the can was scanned and the passage freed. The person just needed to save the last beer can and use it to get home safely. Results The population promptly participated in the action and The Beer Turnstile had more than 1,000 users per hour. A number 86% higher than in other turnstiles during that day. About 200,000 people were directly impacted at the station and more than 3m on social networks. $1.7m generated in spontaneous media: the Beer Turnstile became news on TV and print, which discussed the brand’s role in educating the population. The collected beer cans were donated to a recycling NGO, totalling 150kg. And the most important result: according to official data, 43% fewer drivers were caught drunk driving. Relevancy to Product/Service Antarctica beer brought to its consumers an effective idea of responsible alcohol consumption, different from traditional TV campaigns and brochures. The Beer Turnstile made consumers who had had a drink use public transport without paying anything else for it, giving them the opportunity to go back home safely. A new experience between the consumer and the brand that generated engagement of thousands of people for the responsible alcohol consumption cause.
CATRACA DA BOA
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