Facing the Monster|海报/平面|广告营销案例【ADGuider广告指南】

面对怪物

案例简介：背景在西班牙，近 30% 的司机在开车时感到恐惧或焦虑。对于 7% 的司机来说，恐惧是如此强烈，以至于他们无法坐在方向盘后面。这种无法控制的恐惧被称为恐惧症。汽车品牌斯柯达 (shkoda) 的定位是围绕 “拥有一辆车有什么意义？” 这样的问题来定义的，即汽车是一个生活良好体验的地方，而不用担心。这就是为什么该品牌希望启动一个项目来提高人们对恐惧症存在的认识，并帮助患有恐惧症的人，确保他们可以在车里开始过上美好的生活。想法万圣节一直是谈论恐惧的时刻。这就是为什么斯柯达选择这一刻来提高人们对一种恐惧症的认识，这种恐惧症很多人都在忍受 -- 他们中的大多数人都沉默着 -- 但大多数社会仍然不知道。使用恐怖电影的代码，该品牌推出了一个广告，解释了一些患有这种恐惧症的人可能对驾驶的感受，将汽车描绘成一个可怕的恶棍: 一个怪物。广告在电视、社交媒体和电影上播出。通过网站 www。 skodacontralaamaxofobia。 es，skoda 提供了关于恐惧症的信息，邀请人们使用标签 # VenceALaAmaxofobia (# DefeatAmaxophobia) 加入对话，并与专门组织 CEA 基金会合作, 为患有这种恐惧症的人提供免费课程。在这些课程中，人们可以在心理学家的帮助下，学习如何在闭路驾驶时面对压力。

面对怪物

案例简介：BACKGROUND In Spain, nearly 30% of drivers have felt fear or anxiety while driving. For 7% of drivers, the fear is so intense that they are incapable of sitting behind the wheel. This uncontrollable fear is called amaxophobia. The automotive brand ŠKODA has defined its positioning around the idea that a car is a place to live good experiences, without worrying, all encompassed by the question ‘What’s the point of having a car?’. That’s why the brand wanted to launch a project to raise awareness of the existence of amaxophobia, and help people who suffer from it, assuring they can start living good experiences in their cars. IDEA Halloween has always been a moment to talk about fears. That’s why ŠKODA chose this moment to raise awareness about a phobia that a lot of people suffer from - most of them in silence - but which is still unknown to the majority of society. Using the codes of horror films, the brand has launched a commercial that explains how some people with this phobia might feel about driving, presenting the car as a terrifying villain: a monster. The commercial is broadcast on TV, social media and cinema. Through the website www.skodacontralaamaxofobia.es, ŠKODA delivers information about the phobia, inviting people to join the conversation using the hashtag #VenceALaAmaxofobia (#DefeatAmaxophobia) and, in cooperation with the specialized organization CEA Foundation, offers free courses addressed to people who suffer from this phobia. In these courses, one can learn, with the help of psychologists, how to face stressful situations while driving on a closed circuit.