案例简介：战略 孩子们喜欢花时间在手机上玩游戏、拍照和分享照片以及观看 Youtube 视频。针对 7 至 12 岁的儿童，费伯-卡斯特尔采取的方法是在两个地区之间找到一个交叉点: 游戏的文化相关性和使用用树木制成的铅笔的重要性。 执行 这项运动始于 12月初，是为了利用传统和社交媒体，提高人们对使用由植树木材制成的 Faber-Castell Ecopencils 的重要性的认识。该应用程序在一个月后推出，与孩子们回到学校新学期的时刻相匹配。生活在森林里的动物被用作主要的视觉挂钩，让孩子们使用增强现实参与游戏。通过将照相手机指向铅笔，孩子们可以看到铅笔变成了动物。这个想法是为了夹住它们，在应用程序中解锁新功能。在第一周，12 个收藏动物中只有 3 个可用。每隔一周，一只新的动物就会被释放，让孩子们参与活动的时间更长。 活动描述 永无止境的森林是一个像游戏一样工作的应用程序。使用增强现实，它显示当孩子们将手机的相机指向不同颜色的铅笔时，Ecopencils Faber-Castell 会变成动物。12 只不同的动物被释放，与新的 Faber-Castell Ecopencil 外壳的 12 种颜色相匹配。该应用程序还允许孩子们用他们解锁的动物拍照，收集它们，获取关于动物的信息，还可以给自己的版本上色和定制, 看到他们也使用增强现实生活。 结果 这款永无止境的森林应用在 90 天内下载了 600.000 次，比最初的业务目标高出 150%。这是 AppStore Brasil 下载次数最多的教育应用程序，也是 Google Play Brasil 下载次数最多的娱乐应用程序。总的来说，该运动在 Facebook 和 Instagram 上有 7600万次印象、 1200万次影响、 1800万次浏览量和 450 万次参与。 概要 每个新学期对铅笔业务类别都至关重要。但是当我们谈论铅笔时，如何争夺孩子们的注意力，但是现在孩子们手里最主要的是一部手机？Faber-Castell 发起了一场以移动为中心的运动。拥有一个应用程序作为所有活动的中心，同时也利用传统和社交媒体。由于 Ecopencils 是由重新造林的木材制成的, 该应用程序向孩子们介绍了重新造林的想法，以及使用 Ecopencil Faber-Castell 来保护树木以及保护生活在森林中的动物的重要性。这个应用程序就像一个游戏，每次孩子们把手机摄像头指向铅笔时，都会使用增强现实将铅笔变成动物。最后一步是激发孩子们的想象力，以及他们对环境保护的想法。

案例简介：Strategy Kids love spending time playing games on their mobiles, taking and sharing pictures and watching Youtube videos. Targeting kids age 7 to 12-years-old, the approach Faber-Castell took was to find an intersection between two territories: the cultural relevance of gaming and the importance of using pencils made of reforested wood. Execution The campaign started in early December as a teaser, using tradicional and social media, to raise awareness about the importance of using Faber-Castell Ecopencils made of reforested wood. The app was launched a month later, matching with the moment when kids came back to school for a new term. The animals that live in the forest where the Ecopencils come from were used as the main visual hook to engage kids in a game using augmented reality. By pointing their camera phones to a pencil, kids could see the pencil transforming into an animal. The idea was to collet them, unlocking new functions within the app. In the first week, only three of the twelve collectible animals were available. And every following week a new animal was released, keeping kids engaged in the activity for longer. CampaignDescription The Never Ending Forest is an app that works like a game. Using Augmented Reality, it shows Ecopencils Faber-Castell transforming into animals when kids point the camera of their phones to a different colour of pencil. Twelve different animals were released, matching with the twelve colours of the new Faber-Castell Ecopencil case.The app also allows kids to take pictures with the animals they unlock, to collect them, to get information about animals and also to colour and customize their own version, seeing them coming to life using Augmented Reality too. Outcome The Never-Ending Forest app had 600.000 downloads in 90 days, which represents 150% over the initial business target. It was the most downloaded educational app at AppStore Brasil and a Top5 entertainment app at Google Play Brasil. In total, the campaign had 76 million impressions, 12 million impacts, 18 million views and 4,5 million engagements on Facebook and Instagram. Synopsis Every new school term is crucial for the pencil business category. But how to compete for kids attention when we talk about pencils but the main thing kids have in their hands nowadays is a mobile phone?Faber-Castell created a mobile centric campaign. Having an app as the centre of all activities, but also making usage of traditional and social media. Since Ecopencils are made from reforested wood, the app introduced kids to the idea of reforestation and the importance of using an Ecopencil Faber-Castell to preserve trees and also to preserve animals that live in the forest. The app worked like a game, using augmented reality to transform pencils into animals, every time kids pointed their phone cameras to a pencil. The final go was to stimulate kids imagination and also their notion of environmental preservation.

永不结束的森林 | The Never-Ending Forest App

案例简介：战略 孩子们喜欢花时间在手机上玩游戏、拍照和分享照片以及观看 Youtube 视频。针对 7 至 12 岁的儿童，费伯-卡斯特尔采取的方法是在两个地区之间找到一个交叉点: 游戏的文化相关性和使用用树木制成的铅笔的重要性。 执行 这项运动始于 12月初，是为了利用传统和社交媒体，提高人们对使用由植树木材制成的 Faber-Castell Ecopencils 的重要性的认识。该应用程序在一个月后推出，与孩子们回到学校新学期的时刻相匹配。生活在森林里的动物被用作主要的视觉挂钩，让孩子们使用增强现实参与游戏。通过将照相手机指向铅笔，孩子们可以看到铅笔变成了动物。这个想法是为了夹住它们，在应用程序中解锁新功能。在第一周，12 个收藏动物中只有 3 个可用。每隔一周，一只新的动物就会被释放，让孩子们参与活动的时间更长。 活动描述 永无止境的森林是一个像游戏一样工作的应用程序。使用增强现实，它显示当孩子们将手机的相机指向不同颜色的铅笔时，Ecopencils Faber-Castell 会变成动物。12 只不同的动物被释放，与新的 Faber-Castell Ecopencil 外壳的 12 种颜色相匹配。该应用程序还允许孩子们用他们解锁的动物拍照，收集它们，获取关于动物的信息，还可以给自己的版本上色和定制, 看到他们也使用增强现实生活。 结果 这款永无止境的森林应用在 90 天内下载了 600.000 次，比最初的业务目标高出 150%。这是 AppStore Brasil 下载次数最多的教育应用程序，也是 Google Play Brasil 下载次数最多的娱乐应用程序。总的来说，该运动在 Facebook 和 Instagram 上有 7600万次印象、 1200万次影响、 1800万次浏览量和 450 万次参与。 概要 每个新学期对铅笔业务类别都至关重要。但是当我们谈论铅笔时，如何争夺孩子们的注意力，但是现在孩子们手里最主要的是一部手机？Faber-Castell 发起了一场以移动为中心的运动。拥有一个应用程序作为所有活动的中心，同时也利用传统和社交媒体。由于 Ecopencils 是由重新造林的木材制成的, 该应用程序向孩子们介绍了重新造林的想法，以及使用 Ecopencil Faber-Castell 来保护树木以及保护生活在森林中的动物的重要性。这个应用程序就像一个游戏，每次孩子们把手机摄像头指向铅笔时，都会使用增强现实将铅笔变成动物。最后一步是激发孩子们的想象力，以及他们对环境保护的想法。

永不结束的森林 | The Never-Ending Forest App

案例简介：Strategy Kids love spending time playing games on their mobiles, taking and sharing pictures and watching Youtube videos. Targeting kids age 7 to 12-years-old, the approach Faber-Castell took was to find an intersection between two territories: the cultural relevance of gaming and the importance of using pencils made of reforested wood. Execution The campaign started in early December as a teaser, using tradicional and social media, to raise awareness about the importance of using Faber-Castell Ecopencils made of reforested wood. The app was launched a month later, matching with the moment when kids came back to school for a new term. The animals that live in the forest where the Ecopencils come from were used as the main visual hook to engage kids in a game using augmented reality. By pointing their camera phones to a pencil, kids could see the pencil transforming into an animal. The idea was to collet them, unlocking new functions within the app. In the first week, only three of the twelve collectible animals were available. And every following week a new animal was released, keeping kids engaged in the activity for longer. CampaignDescription The Never Ending Forest is an app that works like a game. Using Augmented Reality, it shows Ecopencils Faber-Castell transforming into animals when kids point the camera of their phones to a different colour of pencil. Twelve different animals were released, matching with the twelve colours of the new Faber-Castell Ecopencil case.The app also allows kids to take pictures with the animals they unlock, to collect them, to get information about animals and also to colour and customize their own version, seeing them coming to life using Augmented Reality too. Outcome The Never-Ending Forest app had 600.000 downloads in 90 days, which represents 150% over the initial business target. It was the most downloaded educational app at AppStore Brasil and a Top5 entertainment app at Google Play Brasil. In total, the campaign had 76 million impressions, 12 million impacts, 18 million views and 4,5 million engagements on Facebook and Instagram. Synopsis Every new school term is crucial for the pencil business category. But how to compete for kids attention when we talk about pencils but the main thing kids have in their hands nowadays is a mobile phone?Faber-Castell created a mobile centric campaign. Having an app as the centre of all activities, but also making usage of traditional and social media. Since Ecopencils are made from reforested wood, the app introduced kids to the idea of reforestation and the importance of using an Ecopencil Faber-Castell to preserve trees and also to preserve animals that live in the forest. The app worked like a game, using augmented reality to transform pencils into animals, every time kids pointed their phone cameras to a pencil. The final go was to stimulate kids imagination and also their notion of environmental preservation.

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永不结束的森林 | The Never-Ending Forest App

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