DRIVE IT LIKE YOU HATE IT RE-IMAGINED|海报/平面|广告营销案例【ADGuider广告指南】

驾驶它就像你讨厌它重新想象

案例简介：简要解释在 Project Re: Brief 中，我们通过 Irv Gordon 的故事重新想象了沃尔沃经典的 “像你讨厌的那样驾驶它” 运动，Irv Gordon 是一位拥有 1966 1800 英里里程的沃尔沃车主。用户可以在谷歌 AdMob 网络上的平板电脑应用程序中查看这个广告，包括 iOS 和 Android 设备。他们展示了 Irv 生活中最相关的故事: 例如，汽车爱好者将讲述 Irv 1,500 岁时第一个 1800 英里周末的故事, 虽然内心的浪漫主义者可能会发现他从长岛到巴尔的摩的 260 英里晚餐约会车程的故事更迷人。完全内置于 HTML 5，类似应用程序的导航允许用户探索一个男人和他的汽车近 50 年的生活。广告的一个独特之处是允许消费者实时加入 Irv 的旅程，因为他数到 3 米英里。用户可以通过他的 Google Plus 页面与 Irv 联系，并参与他长途跋涉中仍然不成文的故事。安装在 Irv 汽车上的 GPS 设备与广告通信，跟踪他的实时里程数, 并使用谷歌地图绘制他的位置，因为 Irv 创造了一个新的世界纪录，他的车轮每次旋转。Irv 对驾驶的热爱是这场运动的焦点。因此，每个观众都被建议根据他或她的位置进行个性化旅行，在美国各地重现 Irv 最喜欢的路线。他们可以在离他们 260 英里的地方找到一家餐馆，计划一个家庭度假，当然，也可以找到离他们最近的沃尔沃经销商。路线的方向可以很容易地通过电子邮件发送和共享，而不会留下广告。通过 Admob 的富媒体广告，用户可以以独特的互动方式轻松加入 Irv Gordon 对 3 米英里的追求。

驾驶它就像你讨厌它重新想象

案例简介：Brief Explanation In Project Re: Brief we’ve reimagined Volvo's classic 'Drive It Like You Hate it' campaign through the story of Irv Gordon, a Volvo owner with nearly 3m miles on his 1966 1800S. Users can view this ad in tablet applications on Google’s AdMob network, across both iOS and Android devices. They are shown the most relevant story from Irv’s life: for example, Automotive enthusiasts will relate to the story of Irv’s first 1,500 mile weekend in his 1800S, while the romantics at heart might find the tale of his 260 mile dinner date drive from Long Island to Baltimore more charming. Built entirely in HTML 5, the app-like navigation allows the user to explore nearly 50 years in the life of a man and his car. A unique feature of the ad is allowing the consumers to join Irv’s journey in real time, as he counts down to 3m miles. Users can connect with Irv via his Google Plus page, and participate in the still unwritten stories in his trek. A GPS device installed on Irv’s car communicates with the ad, tracking both his real-time mileage, and plotting his location using Google Maps as Irv sets a new world record with every rotation of his wheels. Irv’s love for driving is the focus of this campaign. So, every viewer is suggested personalized journeys based on his or her location, that recreate Irv's favourite routes throughout the US. They can find a restaurant 260 miles from them, plan a family getaway, and of course, find their nearest Volvo dealer. Directions for the route can be easily e-mailed and shared without leaving the ad. Through Admob’s rich media ads, users can easily join Irv Gordon’s quest towards 3m miles, in a uniquely interactive way.