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真正的直觉大师
案例简介：描述客户的简报 喜力想重新推出明星球员，喜力为足球爱好者设计的应用程序，识别谁最擅长猜测比赛中接下来会发生什么。 问题是喜力希望在意大利这个足球专家的国度重新推出它。 创意执行 99.99% 的意大利人认为自己是足球专家。他们不只是想，而是喜欢随时随地展示他们的足球能力。 尽管如此，72% 的人独自在家观看欧洲冠军联赛比赛。有了明星球员，玩家最终可以证明并提高他们的技能，通过 Facebook 和其他玩家在一种 “互动冠军联盟” 中竞争和分享分数。 目的是将人们观看 UCL 的方式转变为球迷的社交互动体验。和专家。 对简短/目标的创造性解决方案。 我们必须说服所有的意大利足球专家，很难预测球员的动作或比赛结果。所以我们稍微推迟了直播比赛。只有一些同谋的观众，两位评论员和酒吧里的其他人都不知道, 知道这种延迟，并能够预测电视上播放的足球比赛的动作，amongst 热情球迷的困惑反应。 这个解决方案是合理的: 成为一个真正的直觉大师，与明星球员一起玩。 结果 6 百万观众在电视上直播 3 百万在线观众 2.5 百万仅在 YOUTBE 11m 媒体印象 在一个月内 + 300% 在意大利的星际玩家下载
真正的直觉大师
案例简介：Describe the brief from the client Heineken wanted to relaunch Star Player, the Heineken app made for football lovers that identifies who is best at guessing what happens next in a match. The problem was that Heineken wanted to relaunch it in Italy, the land of football experts. Creative Execution 99.99% of Italian people think of themselves as football experts. They don’t just think it but love to show their football competence whenever and wherever. Despite that, 72% of them watch UEFA Champions League matches alone and at home. With Star Player, players can finally prove and improve their skills, competing and sharing scores via Facebook and other players in a sort of ‘Interactive Champions League’. The aim was to turn the way people watch UCL into a social interactive experience for football fans. And experts. Creative Solution to the Brief/Objective. We had to convince all the Italian football experts that it’s quite difficult to predict players’ moves or the result of a match. So we transmitted the live match with a slight delay. Only a number of accomplice spectators, unbeknown to the two commentators and the others in the pub, knew about this delay and were able to anticipate the actions of the football game played on TV amongst the puzzled reactions of the passionate fans. The solution was justified by the strapline: TO BECOME A REAL MASTER OF INTUITION PLAY WITH STAR PLAYER. Results 6m VIEWERS LIVE ON TV 3m VIEWERS ONLINE 2.5m ONLY ON YOUTBE 11m MEDIA IMPRESSIONS IN ONE MONTH + 300% STARPLAYER DOWNLOADS IN ITALY
The Real Master Of Intuition
案例简介：描述客户的简报 喜力想重新推出明星球员，喜力为足球爱好者设计的应用程序，识别谁最擅长猜测比赛中接下来会发生什么。 问题是喜力希望在意大利这个足球专家的国度重新推出它。 创意执行 99.99% 的意大利人认为自己是足球专家。他们不只是想，而是喜欢随时随地展示他们的足球能力。 尽管如此，72% 的人独自在家观看欧洲冠军联赛比赛。有了明星球员，玩家最终可以证明并提高他们的技能，通过 Facebook 和其他玩家在一种 “互动冠军联盟” 中竞争和分享分数。 目的是将人们观看 UCL 的方式转变为球迷的社交互动体验。和专家。 对简短/目标的创造性解决方案。 我们必须说服所有的意大利足球专家，很难预测球员的动作或比赛结果。所以我们稍微推迟了直播比赛。只有一些同谋的观众，两位评论员和酒吧里的其他人都不知道, 知道这种延迟，并能够预测电视上播放的足球比赛的动作，amongst 热情球迷的困惑反应。 这个解决方案是合理的: 成为一个真正的直觉大师，与明星球员一起玩。 结果 6 百万观众在电视上直播 3 百万在线观众 2.5 百万仅在 YOUTBE 11m 媒体印象 在一个月内 + 300% 在意大利的星际玩家下载
The Real Master Of Intuition
案例简介：Describe the brief from the client Heineken wanted to relaunch Star Player, the Heineken app made for football lovers that identifies who is best at guessing what happens next in a match. The problem was that Heineken wanted to relaunch it in Italy, the land of football experts. Creative Execution 99.99% of Italian people think of themselves as football experts. They don’t just think it but love to show their football competence whenever and wherever. Despite that, 72% of them watch UEFA Champions League matches alone and at home. With Star Player, players can finally prove and improve their skills, competing and sharing scores via Facebook and other players in a sort of ‘Interactive Champions League’. The aim was to turn the way people watch UCL into a social interactive experience for football fans. And experts. Creative Solution to the Brief/Objective. We had to convince all the Italian football experts that it’s quite difficult to predict players’ moves or the result of a match. So we transmitted the live match with a slight delay. Only a number of accomplice spectators, unbeknown to the two commentators and the others in the pub, knew about this delay and were able to anticipate the actions of the football game played on TV amongst the puzzled reactions of the passionate fans. The solution was justified by the strapline: TO BECOME A REAL MASTER OF INTUITION PLAY WITH STAR PLAYER. Results 6m VIEWERS LIVE ON TV 3m VIEWERS ONLINE 2.5m ONLY ON YOUTBE 11m MEDIA IMPRESSIONS IN ONE MONTH + 300% STARPLAYER DOWNLOADS IN ITALY
真正的直觉大师
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The Real Master Of Intuition
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基本信息
- 广告战役： #喜力-推广与活动-5442#
- 广告品牌： 喜力
- 发布日期： 2012-09-28
- 行业领域： 烟酒/送礼 , 饮食/特产
- 媒体类别： 短视频
- 广告语言： 意大利语
- 媒介平台： 网络
- 获得奖项：
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