BlindMeters|海报/平面|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

盲计

案例简介：为什么这项工作与Creative Data相关？ BlindMeters.com是由各种数据源构建的同类平台中的第一个。我们创建的算法将这些不同的数据源组合起来，并将它们分层到一个网站上。还有第一个: 为了可视化数据，制作了一种定制设计的字体，目的是延伸到你在发短信和开车时错过的确切米数。背景发短信和驾驶在世界各地仍然很普遍，也是造成道路死亡的主要原因。这就是为什么在这个问题上仍然有大量的道路安全PSA运动。不幸的是，数据显示，这些 “不发短信和驱动”-活动不再具有改变我们真正行为所需的影响。为了改变这一情况，道路受害者的父母要求我们在防止短信和驾驶方面采取了一个激进的新措施。描述想法/数据解决方案 (20% 的选票) BlindMeters.com是同类平台中的第一个，可以直观地了解您在发短信和开车时错过了多少米。它是地理位置的，并将谷歌地图变成一个文本编辑器，允许您在任何道路上键入。定制的字体连接到您正在键入的特定道路的速度限制数据，并延伸到您在发短信和驾驶时错过的确切米数。为此，开发了一种算法，该算法将不同的数据库连接起来，并将它们分层到一个网站上，以及为动态拉伸而专门设计的字体。描述数据驱动策略 (投票的30%) 数据显示，人们已经对 “不发短信、不开车” 的道路安全运动产生了免疫力。因此，我们必须对所有比利时司机产生非常广泛的影响，但要特别关注年轻人群，因为他们不仅是文字，还在开车时使用WhatsApp，Instagram和所有其他渠道。策略很简单: 通过广泛的媒体-电视和电影-以及媒体报道来参与平台。并通过数字创建直接流量到BlindMeters.com 描述数据的创造性使用，或者数据如何增强创造性输出 (30% 的选票) BlindMeters.com平台的核心是数据。该算法使用不同的来源，并将它们分层到一个网站上。第一步是找到所有这些来源，并将谷歌地图作为主要的 “视觉来源”，因为谷歌卫星图像的美学是最美丽的。其他数据来源允许我们使用道路的几何数据和速度限制。我们的自定义书面算法允许我们在卫星图像顶部沿着道路键入和渲染文本。最后，我们创建了一种独特的方式，通过定制设计的字体可视化数据，其目的是能够在发短信和驾驶时动态拉伸到精确的米数。列出数据驱动的结果 (20% 的投票) 数据显示，人们对道路安全 “不要发短信和行驶” 的免疫活动。这个对一个老问题的新看法从一开始就能产生这种豁免权。按立即在BlindMeters.com上拿起。从字面上看，所有国家和区域媒体都对其进行了报道。导致数以百万计的赚取的媒体印象。但最重要的是: 人们参与。大规模。其间超过一千五百万 (!)打了BlindMeters。而BlindMeters现在也正式成为比利时国家驾校计划的一部分。

盲计

案例简介：Why is this work relevant for Creative Data? BlindMeters.com is a first of its kind platform which is build out of various data sources. The algorithm we created combines those different sources of data and layers them onto one website. Also a first: to visualise the data, a custom-designed font was made with the purpose to stretch to the exact number of meters you miss when texting and driving. Background Texting and driving is still prevalent throughout the world and a major cause of road deaths. That’s why there are still numerous road safety PSA campaigns on the subject. Unfortunately, data shows that these ‘don’t text and drive’-campaigns no longer have the impact needed to change really our behaviour. In order to change that the organization Parents of Road Victims asked us to come with a radical new take in preventing texting and driving. Describe the idea/data solution (20% of vote) BlindMeters.com is a first of its kind platform that visualises and gives concrete insight in how many meters you exactly miss when texting and driving. It is geo-located and turns Google Maps into a text editor, allowing you to type on any road. A custom-made font connects to the speed limitation data of the specific road you’re typing on and stretches to the exact number of meters you miss when texting and driving.To do so an algorithm was developed that connects different databases and layers them onto one website, together with a specially designed font made for the purpose of dynamically stretch. Describe the data driven strategy (30% of vote) Data shows that people have become immune to ‘don’t text and drive’ road safety campaigns. So, we had to make a very broad impact on all Belgian drivers, but with specific attention to the young crowd, since they not only text but also use WhatsApp, Instagram and all other channels while driving. The strategy was simple: intrigue and incite to go to the platform via broad media – TV and Cinema – and Press coverage. And create direct traffic to the BlindMeters.com via a digital Describe the creative use of data, or how the data enhanced the creative output (30% of vote) The heart of the BlindMeters.com platform is data. The algorithm uses different sources and layers them onto one website. First step was to find all those sources and use Google Maps as the main ‘visual source’ since the esthetics of the Google satellite images are most beautiful. Other data-sources allowed us to use the geometry data of the roads and the speed limits. Our custom written algorithm allowed us to type and render texts along roads on top of satellite images. And finally we create a unique way to visualize the data with a custom-designed font made with the purpose of being able to dynamically stretch to the exact number of meters you miss while texting and driving. List the data driven results (20% of vote) Data shows that people became immune to the road safety ‘don’t text and drive’-campaigns. This new take on an old problem was able to beak that immunity, from the start. Press immediately picked up on BlindMeters.com. Literally all National and Regional press covered it. Resulting in millions and millions of earned media impressions. But most importantly: people engaged. Massively. In the meantime over 15 million (!) BlindMeters were typed. And BlindMeters is now also officially part of the Belgian National driving school program.