The Google Assistant Ride|海报/平面|广告营销案例【ADGuider广告指南】

Google Assistant之旅

案例简介：为什么这项工作与品牌体验和激活相关？在CES 2019上，我们创造了最引人注目的产品演示: Google Assistant Ride-一款主题公园级别的游乐设施，配有移动推车、65吨钢材和14英尺电子动画，展示了Google Assistant的帮助。这段旅程讲述了这位助手如何帮助一位不幸的父亲与他的孩子、语言障碍以及购买生日蛋糕的史诗般的旅程中的元素作斗争的故事。通过这次体验，我们能够捕捉到科技界的心灵，并突出Google Assistant在日常生活中的全部功能。背景 4天。180k与会者。14k的竞争对手。 CES是地球上最繁忙，最响亮，最压倒性的事件之一。我们的任务是使Google Assistant成为展会上最受关注的产品之一，尽管该产品本身并不新鲜-它是近十亿个Google和Android设备中的数字助理。我们的简介: 无论您身在何处，无论您在做什么，Google Assistant都是最有用的数字助理，可帮助您克服生活中的日常挑战。面临的挑战是让这个关于日常帮助的故事足够吸引人，让CES与会者在无数其他可能性中选择谷歌的展位 -- 打乒乓球的机器人、可折叠手机屏幕和载人无人机。我们知道，如果我们能让科技界对话，我们就可以让每个人都看到谷歌助手在驾驭生活曲折方面的力量。描述创意 (投票20%) Google Assistant游乐设施-在CES展位中从头开始建造的65吨，14英尺长的动画角色，主题公园级游乐设施-展示了Google Assistant如何帮助您度过曲折的生活。将平凡与神奇形成鲜明对比的是，这次骑行讲述了助手如何帮助不幸的父亲克服语言障碍，脾气暴躁的孩子和恶劣的天气，在史诗般的旅行中购买生日蛋糕的故事。15分钟的体验从动画预展开始，并以强制性的骑行照片和整个产品演示层结束，以加强叙述。描述策略 (投票20%) CES是疯狂的技术饱和峰会。这是基调的基调。这是从vcr到HDTV，从平板电脑到Xbox的技术首次亮相的地方。与会者正在寻找即将改变世界的尖端技术。这也是一个扩大竞争规模的空间，使得想法很难被注意到。我们有没有提到我们没有一个疯狂的新产品可以谈论？我们有Google Assistant，它可以执行超过一百万个有用的操作，以改善您的日常生活，但该助手已经安装在近十亿台设备中。我们意识到，我们需要建立一种如此荒谬的体验，以至于创造新闻 -- 有了它，助手可以做更丰富的产品理解。描述执行情况 (投票30%) Google Assistant之旅拥有30,000平方英尺的空间。互动展示了助手的帮助。在由演员控制的现场动画祖母迎接之后，进行了3分钟的场景设置预演，随后是5分钟的骑行，14英尺高的泡沫角色与同样超大的Google硬件交互。一首原创歌曲帮助承载了我们主角的故事，因为他度过了他的一天。游乐设施上的每辆手推车都配备了一个屏幕，可以播放辅助互动，因此骑手可以跟随。故事在其余的空间中继续进行，在现场演示中可以亲身体验到骑行中提到的每个功能: 一个真正的法国厨师，您可以使用助手的翻译模式与之交谈，实际的福特汽车发现助手作为Google Maps的导航员，和现场烹饪演示，助理担任副厨师。列出结果 (投票30%) 在4天的时间里，CES徽章持有者可以免费乘坐Google Assistant，有25,000多名与会者参观了体验。Google Assistant之旅也可以通过Youtube上的360之旅向家里的每个人提供，迄今为止已获得700,000多次观看。这次旅行产生了3700万多个社交印象，500 + 广播点击和1200 + 文章。它甚至在主题公园爱好者社区中掀起了一场小风暴，他们开始游说将其永久安装在主题公园中。CNBC表示，这是他们见过的 “最令人印象深刻的展位体验”，the Verge将其描述为 “CES上最疯狂的事情”，并证明了Google对关键合作伙伴助手的承诺。

Google Assistant之旅

案例简介：Why is this work relevant for Brand Experience & Activation? At CES 2019 we created the most attention-grabbing product demonstration possible: The Google Assistant Ride – a theme park level ride with moving carts, 65 tons of steel and 14 foot animatronics showcasing the helpfulness of the Google Assistant. The ride told the story of how the Assistant helped a hapless Dad grapple with his children, language barriers, and the elements on an epic journey to buy a birthday cake. Through this experience, we were able to capture the hearts and minds of the tech world and highlight the full capabilities of the Google Assistant in everyday life. Background 4 days. 180k attendees. 14k competitors. CES is one of the busiest, loudest and most overwhelming events on earth. Our task was to make the Google Assistant one of the most talked-about products at the show, even though the product itself isn’t new -- it’s the digital assistant in almost a billion Google and Android devices. Our brief: communicate that wherever you are, whatever you’re doing, the Google Assistant is the most helpful digital assistant to help you overcome life’s daily challenges. The challenge was to make this story of everyday helpfulness compelling enough for CES attendees to choose Google’s booth over the myriad of other possibilities -- ping pong-playing robots, foldable phone screens, and human-carrying drones. We knew that if we could get the tech world talking, we could open everyone’s eyes to the power of the Google Assistant in navigating life’s twists and turns. Describe the creative idea (20% of vote) The Google Assistant Ride – a 65 ton, 14ft animatronic character filled, theme park-grade ride built from the ground up in a CES booth – demonstrating how the Assistant can help you navigate through the twists and turns of life. Contrasting the mundane with the magical, the ride told the story of how the Assistant helped a hapless Dad overcome language barriers, grumpy children, and bad weather on an epic journey to buy a birthday cake. The 15-minute experience started with an animated pre-show, and finished with obligatory ride photos and an entire floor of product demonstrations to reinforce the narrative. Describe the strategy (20% of vote) CES is a tech-saturated summit of insanity. It’s the keynote of keynotes. This is where technology from VCRs to HDTV, Tablets to the Xbox have debuted. Attendees are looking for cutting-edge technology that’s about to change the world. It’s also a space to size up the competition, making it incredibly hard for ideas to get noticed. Did we mention that we didn’t have an insane new product to talk about? We had the Google Assistant, which can perform more than a million helpful actions to better your everyday life, but the Assistant is already been installed in almost a billion devices. We realized that we needed to build an experience so absurd it would create news - and with it, richer product understanding for all the Assistant can do. Describe the execution (30% of vote) The Google Assistant Ride boasted 30,000 square ft. of interactions showcasing the helpfulness of the Assistant. After being greeted by a live, actor-controlled animatronic Grandma, there was a 3 minute scene-setting pre-show, followed by a 5 minute ride with 14-foot tall foam characters interacting with equally oversized Google hardware. An original song helped carry the story of our main character as he moved through his day. Each cart on the ride was equipped with a screen that played out the Assistant interactions, so riders could follow along. The story continued in the rest of the space, where every feature mentioned on the ride could be experienced first hand with a live demo: a real French chef who you could speak to using the Assistant’s interpreter mode, actual Ford cars to discover the Assistant as navigator with Google Maps, and live cooking demos with the Assistant as sous chef. List the results (30% of vote) Across 4 days, CES badge holders were able to ride The Google Assistant Ride for free, with over 25,000 attendees visiting the experience. The Google Assistant Ride was also available via a 360 tour on Youtube to everyone at home, garnering 700,000+ views to date. The Ride generated over 37 million social impressions, 500+ broadcast hits and 1200+ articles. It even created a minor storm among the theme park enthusiast community who began lobbying to have it installed at a theme park permanently. CNBC said it was “the most impressive booth experience” they’d ever seen, The Verge described it as “the craziest thing at CES” and it demonstrated Google’s commitment to the Assistant for key partners.