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雅科夫
案例简介：品牌发明机构Humanaut为新客户感知皮划艇制作了一个长视频，揭露了廉价皮划艇仿制品或 “yakoffs” 的黑暗世界。低预算教学视频的发送，数字运动教人们如何发现劣质模仿者和真实感知皮划艇之间的区别。这一切都是为了确保没有人会 “被吓到”。 皮划艇是一项快速发展的运动，它吸引了许多试图快速赚钱的制造商。这种趋势导致首次购买者成为廉价皮划艇和廉价价格点的受害者，这些价格点可在超市零售商处购买。另一方面，Perception在40多年来一直是皮划艇市场的领导者，在美国南卡罗来纳州格林维尔制造皮划艇。 这段幽默的三分钟教学视频使用了受害者的感言，重新的enyakments，秘密录像等等，以讲述如果您最终陷入yakoff会发生什么的警示故事。“我出去买了一些卫生纸，我看到了199美元的皮划艇，” 一名受试者在视频中回忆道。“我想，'皮划艇不应该那么便宜。我是对的。” Humanaut做了他们最擅长的事情，“营销副总裁托德·金说。“他们帮助我们找到了我们类别中的文化张力，并在一个高度技术性的类别中传递了重要的信息，错误信息比比皆是。同时很有趣，很有趣。" 该作品在YouTube上发布，带有横幅和登陆页面，进一步发现了这些标志。
雅科夫
案例简介：Brand Invention Agency Humanaut has created a long-form video for new client Perception Kayaks that exposes the murky world of cheap kayak knockoffs, or “yakoffs.” A send-up of low-budget instructional videos, the digital campaign teaches people how to spot the difference between inferior-quality imitators and real Perception Kayaks. It’s all in an effort to make sure no one ever gets “yakked off.” Kayaking is a rapidly growing sport, and it’s attracted numerous me-too manufacturers that are trying to make a quick buck. This trend is causing first-time buyers to fall victim to cheaply made kayaks and cheap price points, available at superstore retailers. Perception, on the other hand, has been a leader in the kayak market for more than 40 years, making kayaks in the US in Greenville, South Carolina. The humorous, three-minute instructional video uses victim’s testimonials, re-enyakments, undercover footage and more to tell cautionary tales of what can happen if you end up in a yakoff. “I was out buying some toilet paper and I saw a kayak for $199,” one subject recalls in the video. “I thought, ‘Kayaks should not be that cheap. I was right.” Humanaut did what they do best,” said Todd King, VP of Marketing. “They helped us find the cultural tension within our category and delivered important information in a highly technical category where mis-information abounds. All while being entertaining and very funny.” The work launched on YouTube with banners and a landing page that dives further into spotting the signs.
Yakoffs
案例简介：品牌发明机构Humanaut为新客户感知皮划艇制作了一个长视频，揭露了廉价皮划艇仿制品或 “yakoffs” 的黑暗世界。低预算教学视频的发送，数字运动教人们如何发现劣质模仿者和真实感知皮划艇之间的区别。这一切都是为了确保没有人会 “被吓到”。 皮划艇是一项快速发展的运动，它吸引了许多试图快速赚钱的制造商。这种趋势导致首次购买者成为廉价皮划艇和廉价价格点的受害者，这些价格点可在超市零售商处购买。另一方面，Perception在40多年来一直是皮划艇市场的领导者，在美国南卡罗来纳州格林维尔制造皮划艇。 这段幽默的三分钟教学视频使用了受害者的感言，重新的enyakments，秘密录像等等，以讲述如果您最终陷入yakoff会发生什么的警示故事。“我出去买了一些卫生纸，我看到了199美元的皮划艇，” 一名受试者在视频中回忆道。“我想，'皮划艇不应该那么便宜。我是对的。” Humanaut做了他们最擅长的事情，“营销副总裁托德·金说。“他们帮助我们找到了我们类别中的文化张力，并在一个高度技术性的类别中传递了重要的信息，错误信息比比皆是。同时很有趣，很有趣。" 该作品在YouTube上发布，带有横幅和登陆页面，进一步发现了这些标志。
Yakoffs
案例简介：Brand Invention Agency Humanaut has created a long-form video for new client Perception Kayaks that exposes the murky world of cheap kayak knockoffs, or “yakoffs.” A send-up of low-budget instructional videos, the digital campaign teaches people how to spot the difference between inferior-quality imitators and real Perception Kayaks. It’s all in an effort to make sure no one ever gets “yakked off.” Kayaking is a rapidly growing sport, and it’s attracted numerous me-too manufacturers that are trying to make a quick buck. This trend is causing first-time buyers to fall victim to cheaply made kayaks and cheap price points, available at superstore retailers. Perception, on the other hand, has been a leader in the kayak market for more than 40 years, making kayaks in the US in Greenville, South Carolina. The humorous, three-minute instructional video uses victim’s testimonials, re-enyakments, undercover footage and more to tell cautionary tales of what can happen if you end up in a yakoff. “I was out buying some toilet paper and I saw a kayak for $199,” one subject recalls in the video. “I thought, ‘Kayaks should not be that cheap. I was right.” Humanaut did what they do best,” said Todd King, VP of Marketing. “They helped us find the cultural tension within our category and delivered important information in a highly technical category where mis-information abounds. All while being entertaining and very funny.” The work launched on YouTube with banners and a landing page that dives further into spotting the signs.
雅科夫
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Yakoffs
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