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Maillot 45
案例简介：概要 G é nesis Seguros 是西班牙领先的保险集团之一，道路安全是他们的关键承诺之一。另一方面，骑自行车的人被认为是西班牙道路上最脆弱的群体，事故发生率非常高: 2017年有 3,000 多起事故, 由于汽车司机不会降低骑自行车的速度，也不会遵守建议的 45 公里/小时速度限制。 战略 “Maillot 45” 使骑自行车的人能够充当移动的路标，可以被新车型的信号检测系统自动检测到。该系统可以识别长达 100 米的球衣，并用发光屏幕图标或自动将速度调整为 45 公里/小时来警告司机。 相关性 这是一项直接的活动: 1) 在强大的品牌和客户关系的基础上，向客户数据库发送电子邮件的主要渠道之一, 以及促进直接行动呼吁。2) 从目标 (司机) 的直接反应出发，立即采取行动 (降低他们的速度)，这也有利于次要目标群体 (骑自行车的人), 实时引导 (汽车速度)，并能够立即做出反应。 结果 西班牙的 3 辆 mio 汽车检测到 Maillot 45 + 5 名 mio 司机受到运动的影响 + 几乎 4 名 mio 骑自行车的人避免被撞倒。 媒体战略 数据是关键的驱动程序，特别是因为它是实时使用的。Maillot 45 骑自行车的球衣可以被汽车信号识别系统的摄像头检测到，该系统通过算法读取几何形状和数字，并识别它们。它是实时驾驶的，因为它会读取骑车人背上的标志，并立即敦促司机将速度降低并调整到 45 公里/小时的极限。 执行 “Maillot 45” 是专为司机随时可见而设计的，将 “45 信号” 放在自行车手的球衣的下背部, 当骑自行车的人蹲在直线和向下时，要保持可见。球衣的工作方式和交通信号一样。它可以被汽车信号识别系统的摄像头检测到，通过算法读取几何形状和数字，并识别它们。活动的关键部分是 maillot 本身 (充当路标)，并通过电子邮件向客户数据库、社交媒体渠道和网络提供支持。 活动描述 “Maillot 45” 是第一件警告司机需要降低速度的自行车球衣，巧妙地使用与汽车相同的信号识别系统，敦促司机放慢速度
Maillot 45
案例简介：Synopsis Génesis Seguros is one of the leading insurance groups in Spain and road safety is one of their key commitments. On the other hand, cyclists are considered the most vulnerable group on Spanish roads with a very high accident rate: more than 3,000 accidents in 2017, due to the fact that car drivers do not reduce their speed around cyclists and don’t keep to the recommended 45 km/h speed limit. Strategy "Maillot 45" enables a cyclist to act as a moving signpost, being automatically detectable by the signal detection systems on new car models. The system recognises the jersey up to a distance of 100 metres, and warns the drivers with a luminous screen icon or by automatically adapting the speed to 45 km/h. Relevancy This is a Direct campaign as it is: 1) One of the key channels used e mailing to clients database building on a strong brand&customer relationship, as well as promoting a direct call to action. 2) Drives a direct response from the target (drivers) in terms of immediate action (reducing their speed) that benefits also the secondary target group (cyclists), lead by Real Time (cars speed), and enables to react inmediately. Outcome + 3 mio cars in Spain detect Maillot 45 + 5 mio drivers impacted by the campaign + Almost 4 mio cyclists avoid being ran over. MediaStrategy Data is the key driver, specially as it is used in Real Time. Maillot 45 cyclist jersey is detectable by the cameras of the Signal Recognition Systems of cars, which read, through algorithms, geometric shapes and numbers, and identify them. It is Real Time Driven as it reads the cyclists signs on their backs and immediately urge drivers to reduce and adjust their speed to the limit of 45 km/h. Execution “Maillot 45” is specifically designed to be visible by drivers at all times, placing the "45 signal" in the lower back of cyclist’s jersey, to keep it visible when cyclists crouch in straight and down. The jersey works in the same way as a traffic signal does. It is detectable by the cameras of the Signal Recognition Systems of cars, which read, through algorithms, geometric shapes and numbers, and identify them. The campaign key piece is the maillot itself (acting as signpost) and is supported by e mailing to clients database, social media channels and web. CampaignDescription "Maillot 45" is the first cycling jersey that warns drivers about the need to reduce their speed, cleverly using the same signal recognition system they have in their cars urging drivers to slow down their speed
Maillot 45
案例简介：概要 G é nesis Seguros 是西班牙领先的保险集团之一，道路安全是他们的关键承诺之一。另一方面，骑自行车的人被认为是西班牙道路上最脆弱的群体，事故发生率非常高: 2017年有 3,000 多起事故, 由于汽车司机不会降低骑自行车的速度，也不会遵守建议的 45 公里/小时速度限制。 战略 “Maillot 45” 使骑自行车的人能够充当移动的路标，可以被新车型的信号检测系统自动检测到。该系统可以识别长达 100 米的球衣，并用发光屏幕图标或自动将速度调整为 45 公里/小时来警告司机。 相关性 这是一项直接的活动: 1) 在强大的品牌和客户关系的基础上，向客户数据库发送电子邮件的主要渠道之一, 以及促进直接行动呼吁。2) 从目标 (司机) 的直接反应出发，立即采取行动 (降低他们的速度)，这也有利于次要目标群体 (骑自行车的人), 实时引导 (汽车速度)，并能够立即做出反应。 结果 西班牙的 3 辆 mio 汽车检测到 Maillot 45 + 5 名 mio 司机受到运动的影响 + 几乎 4 名 mio 骑自行车的人避免被撞倒。 媒体战略 数据是关键的驱动程序，特别是因为它是实时使用的。Maillot 45 骑自行车的球衣可以被汽车信号识别系统的摄像头检测到，该系统通过算法读取几何形状和数字，并识别它们。它是实时驾驶的，因为它会读取骑车人背上的标志，并立即敦促司机将速度降低并调整到 45 公里/小时的极限。 执行 “Maillot 45” 是专为司机随时可见而设计的，将 “45 信号” 放在自行车手的球衣的下背部, 当骑自行车的人蹲在直线和向下时，要保持可见。球衣的工作方式和交通信号一样。它可以被汽车信号识别系统的摄像头检测到，通过算法读取几何形状和数字，并识别它们。活动的关键部分是 maillot 本身 (充当路标)，并通过电子邮件向客户数据库、社交媒体渠道和网络提供支持。 活动描述 “Maillot 45” 是第一件警告司机需要降低速度的自行车球衣，巧妙地使用与汽车相同的信号识别系统，敦促司机放慢速度
Maillot 45
案例简介：Synopsis Génesis Seguros is one of the leading insurance groups in Spain and road safety is one of their key commitments. On the other hand, cyclists are considered the most vulnerable group on Spanish roads with a very high accident rate: more than 3,000 accidents in 2017, due to the fact that car drivers do not reduce their speed around cyclists and don’t keep to the recommended 45 km/h speed limit. Strategy "Maillot 45" enables a cyclist to act as a moving signpost, being automatically detectable by the signal detection systems on new car models. The system recognises the jersey up to a distance of 100 metres, and warns the drivers with a luminous screen icon or by automatically adapting the speed to 45 km/h. Relevancy This is a Direct campaign as it is: 1) One of the key channels used e mailing to clients database building on a strong brand&customer relationship, as well as promoting a direct call to action. 2) Drives a direct response from the target (drivers) in terms of immediate action (reducing their speed) that benefits also the secondary target group (cyclists), lead by Real Time (cars speed), and enables to react inmediately. Outcome + 3 mio cars in Spain detect Maillot 45 + 5 mio drivers impacted by the campaign + Almost 4 mio cyclists avoid being ran over. MediaStrategy Data is the key driver, specially as it is used in Real Time. Maillot 45 cyclist jersey is detectable by the cameras of the Signal Recognition Systems of cars, which read, through algorithms, geometric shapes and numbers, and identify them. It is Real Time Driven as it reads the cyclists signs on their backs and immediately urge drivers to reduce and adjust their speed to the limit of 45 km/h. Execution “Maillot 45” is specifically designed to be visible by drivers at all times, placing the "45 signal" in the lower back of cyclist’s jersey, to keep it visible when cyclists crouch in straight and down. The jersey works in the same way as a traffic signal does. It is detectable by the cameras of the Signal Recognition Systems of cars, which read, through algorithms, geometric shapes and numbers, and identify them. The campaign key piece is the maillot itself (acting as signpost) and is supported by e mailing to clients database, social media channels and web. CampaignDescription "Maillot 45" is the first cycling jersey that warns drivers about the need to reduce their speed, cleverly using the same signal recognition system they have in their cars urging drivers to slow down their speed
Maillot 45
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Maillot 45
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基本信息
- 广告战役： #Liberty Seguros-DM-e432#
- 广告品牌： Liberty Seguros
- 发布日期： 2000
- 行业领域： 律师事务所 , 商务服务 , 金融/证券
- 媒体类别： 短视频
- 广告语言： 西班牙语
- 媒介平台： 网络
- 获得奖项：
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