Meet Graham|短视频|广告营销案例【ADGuider广告指南】

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认识格雷厄姆

案例简介：面对不断上涨的道路收费，你如何让人们停下来考虑自己的脆弱性？见见格雷厄姆，唯一一个在我们的道路上生存的人。部分互动雕塑，部分教育工具，最终是对话的催化剂，格雷厄姆向我们展示了人体需要如何改变才能在车祸中生存下来。利用几十年的道路安全数据、医学研究和创造力，一位创伤外科医生、一位道路安全工程师和一位世界著名的艺术家重新想象了人类的形态，以证据为基础进行进化。战略人们明白车祸是创伤性的，但是一旦你试图解释像 “动能” 或 “冲击力” 这样的概念，他们的眼睛就会变得呆滞。所以，我们回到了每个道路使用者都可以识别的东西; 人类形态。在整个过程中,几十年的道路安全数据和医学研究被我们的主要贡献者创伤外科医生克里斯蒂安 · 肯菲尔德、道路安全工程师大卫 · 洛根博士和 TAC 自己的道路安全研究人员解释和过滤。这些数据有助于识别人体中的关键弱点，然后由我们的艺术家帕特里夏 · 皮肯尼可视化。活动描述见见格雷厄姆，唯一一个在我们的道路上生存的人。部分互动雕塑，教育工具，格雷厄姆向我们展示了人类需要如何改变才能在车祸中生存下来。几个月来，一名创伤外科医生和一名道路安全工程师与一名世界著名的艺术家合作，利用几十年的道路安全数据、医学研究和创造力，提供证据支持的进化。在识别和修改人体关键弱点的过程中，每个变化都讲述了一个新的故事,展示在普通碰撞场景中我们的身体发生了什么。目标是用一个简单的、不可避免的信息创造一个发自内心的体验。如果你看起来不像格雷厄姆，那么你需要在我们的道路上减速。为了让这一切变得栩栩如生，并揭示他皮肤下的东西，我们需要创造一种像亲自拜访格雷厄姆一样强大的数字体验。结果 24 小时内，他引发了一场全球道路安全对话。5 天内超过 1000万次网站访问，89% 次竞选信息召回，12亿次全球印象。我们的网站 meetgraham.com.au 被一个 200 人的行业小组授予本月 FWA 全球网站。2017年5月，格雷厄姆被邀请加入世界卫生组织，成为国际道路安全组织，提醒我们道路上的脆弱性。在线搜索 “graham” 和整个网页结果的第一页，以及前 15 张图片，都是 “遇见 graham” 活动的一部分，通过用户行动 (SEO 上的 0 美元) 有机实现。但是格雷厄姆最重要的影响是对我们未来的司机，因为他被纳入了学校课程，到目前为止，已经从 meetgraham.com.au 网站下载了 2000 多份教育资源。概要道路创伤是一个全球性的健康问题，每年造成数百万人死亡。25 年来，澳大利亚交通事故委员会一直是冲击广告活动的成功先锋，这有助于降低道路收费。但是最近，澳大利亚人对这些策略变得不敏感，道路收费也在上升。TAC 需要找到一种方法让人们停下来，并再次优先考虑安全的道路行为和他们自己的脆弱性。执行 2016年7月，格雷厄姆通过数字和现实世界体验被介绍给世界。游客使用谷歌的增强现实技术探戈 (第一个) 去他的皮肤下，更好地理解他的解剖。每一次生理变化都是一个新的信息来源，显示了撞车时你的身体会发生什么。那些不能在肉身、社交和在线通信中见到格雷厄姆的人鼓励人们访问 meetgraham.com。 au。就像这种体验一样，该网站为用户提供了 360 度的互动工具，包括内部和外部。由于格雷厄姆是学校课程的一部分，该网站也成为教育工作者获取科学学科课程想法的门户网站,艺术和公民。互动展览参观了人们更可能卷入车祸的地区。

认识格雷厄姆

案例简介：In the face of a rising road toll, how do you make people stop and consider their own vulnerability? Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, part educational tool and ultimately a catalyst for conversation, Graham shows us how the human body would need to change to survive a car crash. Using decades of road safety data, medical research and creativity a trauma surgeon, a road safety engineer and a world-renowned artist reimagined the human form to deliver evolution underpinned by evidence. Strategy People understand that car crashes are traumatic, but as soon as you try to explain concepts like ‘kinetic energy’ or ‘impact force’ their eyes glaze over.So, we went back to something every single road user could identify with; the human form.Throughout the process, decades of road safety data and medical research was interpreted and filtered by our key contributors Trauma Surgeon Christian Kenfield, Road Safety Engineer Dr David Logan and TAC’s own road safety researchers. This data helped identify the key weaknesses in the human body, which were then visualized by our artist, Patricia Piccinni. CampaignDescription Meet Graham, the only person designed to survive on our roads. Part interactive sculpture, educational tool, Graham shows us how humans would need to change to survive a car crash. Over several months a trauma surgeon and a road safety engineer collaborated with a world-renowned artist using decades of road safety data, medical research and creativity to deliver evolution underpinned by evidence.During the process key weaknesses in the human body were identified and modified, each change told a new story, showing what happens to our bodies in common crash scenarios.The goal was to create a visceral experience with a simple, unavoidable message. If you don’t look like Graham then you need to slow down on our roads. To bring this to life, and reveal what lay beneath his skin, we needed to create a digital experience at scale as powerful as the experience of visiting Graham in person. Outcome Within 24hrs he’d sparked a global road safety conversation. With over 10 million website visits in 5 days, 89% campaign message recall, 1.2 billion globlal impressions. Our website, meetgraham.com.au was awarded FWA global website of the month by a 200 person industry panel. In May 2017, Graham was invited to join the World Health Organisation as the international face of road safety to remind us of our vulnerability on the road.An indication of Grahams cultural impact comes from Google. Search online for ‘Graham’ and the entire first page of web results, and first 15 images, are all of the ‘Meet Graham’ campaign, achieved organically through user action ($0 on SEO). But the most important influence Graham has is on our future drivers, as he was integrated into the school curriculum and to date over 2000 educational resources have been downloaded from the meetgraham.com.au website. Synopsis Road trauma is a global health issue responsible for millions of fatalities every year. For over 25yrs the Transport Accident Commission in Australia have been successful pioneers of shock advertising campaigns, that have helped drive that road toll down. But in recent times Australians have become desensitised to these tactics and the road toll is on the rise. TAC needed to find a way for people to stop and prioritise safe road behaviour and their own vulnerability again. Execution In July 2016, Graham was introduced to the world via both digital and real world experiences.Visitors to the experience used Google’s augmented reality technology Tango (a first) to go beneath his skin and better understand his anatomy. Each physiological change is a new source of information showing what happens to your body in a crash.Those that couldn’t meet Graham in the flesh, social and online comms encouraged people to visit meetgraham.com.au. Like the experience, the site gave users interactive tools to explore him in 360 degrees, both internally and externally.As Graham was part of the school curriculum, the site also served as a portal for educators to obtain lesson ideas in subjects spanning science, arts and civics.The interactive exhibition toured regional areas where people are 4 times more likely to be involved in a crash.