Think Inside The Box|海报/平面|广告营销案例【ADGuider广告指南】

在盒子里思考

案例简介：背景自NASA成立以来，洛克希德·马丁公司几乎参与了所有美国太空任务。然而，大多数人只知道他们是国防承包商。作为对其太空业务进行全面品牌重塑的一部分，洛克希德·马丁公司需要确立自己在航空航天领域的主要影响力，并以此吸引来自全国各地的顶尖工程人才。为了找到航空航天业的后起之秀并招募他们到洛克希德·马丁公司工作，该品牌必须重新定位为最有天赋的学生和工程师可以为人类在深空的下一次巨大飞跃做出贡献的地方。这不仅仅是一份工作; 这是来自宇宙的呼唤。该活动的预算为70万美元，自启动以来，The box已前往加利福尼亚，德克萨斯州和马里兰州的活动。描述创意 (40% 的选票) 为了释放宇宙的可能性，洛克希德·马丁太空公司必须招募顶尖的工程人才。但是这种人才受到无数其他公司的追捧，该品牌需要在招聘太空竞赛中获得优势。因此，我们去了顶尖的工程大学，给学生一些比求职更具挑战性的东西: 一个盒子。但不仅仅是任何盒子。一个14英尺高的拼图盒，只有当你能够解决现实世界中最棘手的工程问题时，才能解锁。那些足够熟练地打开盒子的人打开了很多机会。进入室内后，他们发现了穿越星空的360度视听之旅。那些回答最棘手问题的人收到了为洛克希德·马丁公司工作的工作机会-在那里他们可以继续释放空间的可能性以及职业机会。描述执行 (40% 的选票) 在学生接受挑战之前，我们有自己的难题要解决: 如何将宇宙放入盒子中。当学生们打开门时，我们希望他们感觉好像他们正走进一个无限的空间，穿越宇宙。这种效果是通过一系列成角度的镜子和巨大的数字屏幕实现的。屏幕安装在天花板上，在那里投影了动画内容，这些内容从镜子上反射出来，给人一种永无止境的空间感。经过几个月的原型制作，我们使用了小规模模型来测试内部内容，然后再进入全尺寸盒子。外观设计与内部一样令人赞叹。从某些单片科幻图标中汲取了线索，选择了反光的黑色表面，以模仿夜空中的星星的方式捕捉周围的光线。列出结果 (20% 的选票) 继续在全国各地的主要校园和招募活动中，已经有4000多次尝试解锁盒子。通过解决四个问题之一，有486名学生解锁了盒子，有6名杰出的学生通过回答几乎不可能的问题赢得了工作。这正是盒子设计的目的: 确定绝对最佳和最光明的前景。平均而言，学生花了8个小时来解决最难的方程式，这比类似事件的平均参与时间长30倍。这使洛克希德·马丁公司有机会与每个地点的数千名合格候选人建立联系，而不仅仅是继续赢得工作的六名学生。

在盒子里思考

案例简介：Background Lockheed Martin has been involved in virtually every American space mission since the early days of NASA. Yet, most people only know them as a defense contractor. As part of a full-scale rebranding of their space business, Lockheed Martin needed to establish itself as a major influence in aerospace and, in doing so, attract the top engineering talent from across the country. To find the rising stars of the aerospace industry and recruit them to work at Lockheed Martin, the brand had to be repositioned as a place where the most gifted students and engineers can contribute to humanity’s next giant leaps in deep space. It’s not just a job; it’s a calling from the universe. The budget for the campaign was $700k, and since launch the box has travel to events in California, Texas and Maryland. Describe the creative idea (40% of vote) To unlock the possibilities of the universe, Lockheed Martin Space must recruit the top engineering talent. But that kind of talent is sought after by countless other companies, and the brand needed to gain an edge in the recruitment space race. So, we went to the top engineering universities and gave students something a bit more challenging than a job application: a box. But not just any box. A 14-ft tall puzzle box that can only be unlocked if you’re able to solve one the toughest real-world engineering problems. Those who were skilled enough to unlock the box opened up a universe of opportunities. Once inside, they discovered a 360-degree audiovisual journey through the stars. And those who answered the hardest problem received a job offer to work for Lockheed Martin - where they can continue to unlock the possibilities of space, as well as opportunities for their careers. Describe the execution (40% of vote) Before students could take on the challenge, we had our own puzzle to solve: how to fit the universe in a box. When students open the door, we wanted them to feel as though they were stepping in to an infinite space and traveling across the cosmos. This effect was achieved through a series of angled mirrors and a massive digital screen. The screen was mounted on the ceiling where it projected the animated content, which reflected off the mirrors and gave the sense of a never-ending space. Over several months of prototyping, we used small-scale models to test the interior content before moving on to the full-sized box. The exterior was designed to be as mind-blowing as the interior. Taking cues from certain monolithic sci-fi icons, the reflective black surface was chosen to capture surrounding lights in a way that mimics the stars in the night’s sky. List the results (20% of vote) Continuing on to key campuses and recruiting events across the country, there have been over 4000 attempts to unlock the box. 486 students have unlocked the box by solving one of the four problems, and 6 remarkable students have won jobs by answering the nearly impossible problem. And this is exactly what the box was designed to do: to identify the absolute best and brightest prospects. On average, students spent 8 hours solving the hardest equations, which is 30X longer than the average time of engagement for similar events. This gave Lockheed Martin the opportunity to connect with thousands of qualified candidates at each location, not just the six students who went on to win jobs.