You Know The Queen. Now Meet Elizabeth.|海报/平面|广告营销案例【ADGuider广告指南】

你认识女王。现在见见伊丽莎白。

案例简介：EntrySummary 新加坡是大英帝国的前殖民地，今天仍然可以用许多微妙的方式感受到残余的遗产。为了让这场运动更具地方特色，一些处决的灵感来自伊丽莎白女王在新加坡旅行时的经历 -- 比如她去过的街区，或者她品尝的美食。我们的活动利用了新加坡独特的人口和地理位置。作为一个人口稠密的小岛，新加坡是大型密集户外活动的最佳地点。激活 30 多个不同的处决，我们可以在很短的时间内接触到广泛的人群。简要解释皇冠，一个新的网飞原创系列，提供了一个亲密的，揭示了伊丽莎白女王二世的生活。为了在新加坡推出这个节目，我们研究了各种令人惊讶和有趣的关于女王的事实，然后把它们带到最意想不到的地方。每个执行都是专门为上下文构建的。除了现有的媒体网站，我们还在电梯门、杯垫、路虎、邮筒、杜松子酒瓶、超市、家居商店、还有更多。其中许多格式以前从未在新加坡用于广告。我们摒弃了环境与传统户外的正常定义，简单地将媒体包裹在信息周围。不受传统频道规划的限制，我们采用了一种非正统的 “环绕声” 方法，在密集的两周时间里，在岛上散布我们的信息，并以多种方式让我们的观众大吃一惊。

你认识女王。现在见见伊丽莎白。

案例简介：EntrySummary Singapore is an ex-colony of the British Empire, and that residual legacy can still be felt today in many subtle ways. To give the campaign a more local flavour, several of the executions were inspired by Queen Elizabeth's own experiences when touring Singapore – such as the neighbourhoods she visited, or the delicacies she sampled. Our campaign took advantage of Singapore’s unique demographics and geography. Being a tiny, densely populated island, Singapore is the perfect location for a large-scale, intensive outdoor programme. Activating more than 30 different executions, we could reach out to a broad section of the population over a very short period of time. BriefExplanation The Crown, a new Netflix original series, offers an intimate, revealing look at the life of Queen Elizabeth II. To launch the show in Singapore, we researched a variety of surprising and intriguing facts about the Queen, and then brought them to life in the most unexpected places. Each execution was built specifically for context. As well as existing media sites, we found (or created from scratch) media space on lift doors, coasters, Land Rovers, post boxes, gin bottles, supermarkets, home furnishing stores, and more. Many of these formats had never previously been available for advertising in Singapore. We threw out the normal definitions of ambient versus traditional outdoor, and simply wrapped the medium around the message. Unconstrained by conventional channel planning, we adopted an unorthodox, ‘surround-sound’ approach, peppering our messages across the island, and surprising our audience in a multitude of ways over an intensive two-week period.