Continental Grip Line|微电影|广告营销案例【ADGuider广告指南】

大陆握把线

案例简介：为什么这项工作与品牌体验和激活相关？这个项目就是给骑自行车的人有史以来最安全的骑行体验。由于在米兰设计周，欧洲最重要的设计和技术展品之一，欧洲最重要的设计和技术展品之一，大陆公司已经参与并吸引了消费者对未来的移动性。通过这种激活，我们让所有的人停下来思考道路安全的重要性，让他们用自己的双手感受到他们的未来可以变得多么安全。背景骑自行车的人是道路上最脆弱的人，只有5.6% 的事故最终没有受伤。在意大利，每35小时就有一名骑自行车的人在路上死亡，一年中有250人死亡 (Istat)。大陆航空公司是创建和采用现在不可或缺的安全标准的先行者之一。安全是他们的使命。有机会成为第102届环意自行车赛之一的赞助商，这是世界上最重要的自行车比赛之一，大陆航空公司认为，帮助自行车运动员更安全是他们的职责。面临的挑战是引起人们对道路安全问题的关注和同理心，创建一个项目，对骑自行车的人和机动性有重大贡献。最终目标？成为道路的安全赞助商。描述创作想法 (20% 的选票) 大陆抓地线: 增加道路安全的第一个标记涂料。我们用新的产品理念来回答挑战，直奔问题的根源。深入研究道路安全问题，我们发现骑自行车的人发生道路事故的主要原因之一是由于标记涂料的打滑，降低了道路的抓地力，成为下雨时的真正问题。这就是为什么产生了Grip Line的想法。它是一种创新的标记涂料，具有革命性的配方，由矿物填料和从报废轮胎回收的颗粒橡胶组成。经过认证的测试表明，这种新油漆在潮湿条件下将轮胎的抓地力提高了35%，与传统的45 SRT相比，它提供了80 SRT的高防滑水平，帮助骑自行车的人更安全。描述策略 (20% 的选票) 这个项目有两个主要的目标受众。第一个是道路上的人，那些大陆希望每天保持安全的人: 骑自行车的人，行人，汽车和摩托车司机等。第二个是意大利的公共管理和市政当局，那些可以通过采用这种技术解决方案真正使事情发生。这就是为什么选择米兰设计周作为活动启动Grip Line并开始提高对道路安全问题的认识的原因。事实上，这项活动有权吸引公民，通过圆桌讨论和谈论主题，与公共行政主管进行有效对话。描述执行 (30% 的投票) 为了帮助大陆的 “抓地线” 变得栩栩栩生，我们的团队加入了一个油漆制作人合作伙伴，允许创建第一个原型。然后，它被提交到研究和测试具有积极的结果，表明该想法的有效性。为了展示这个新的标记涂料，我们在4月9日米兰设计周区的中心地带创建了一个为期一周的特别展览。在那里，人们有机会通过一个关于自行车运动员事故的有关数据展览以创造性的形式深入研究道路安全问题; 与来自不同领域的专家和著名自行车影响者的会谈和圆桌会议。最重要的是，他们能够用自己的手触摸这种创新的标记涂料，并在真正的道路上进行测试。通过这种方式，人们能够感觉到拥有更安全的自行车体验是什么感觉。列出结果 (得票率的30%) 大陆公司的Grip Line创新标记涂料的反应非常突出。成千上万的市民参与了展览，并测试了原型，在 # saferoads下围绕话题进行炒作。在短短两周内，超过150篇线下和在线文章的撰写，推动了社交媒体的对话。此外，包括米兰在内的五个意大利城镇表现出了对采用Grip Line涂料作为标记涂料的兴趣。与大陆抓地线 (Continental Grip Line) 的第一公里自行车道和交叉道路现在成为现实; 目前，一项真实的生活测试正在米兰运行。这是大陆航空公司品牌使命的又一重要一步: 让所有人的道路变得更加安全，每一天。

大陆握把线

案例简介：Why is this work relevant for Brand Experience & Activation? This project is all about giving cyclists the safest cycling experience ever. Thanks to this revolutionizing innovation presented during Milan Design Week, one of the most important design and technological exhibits in Europe, Continental has involved and engaged consumers towards the future of mobility. Through this activation we let all the people stop and think about the importance of road safety, letting them feel with their own hands how safe their future can become. Background Cyclists are the most vulnerable people on the road, only 5.6% of accidents that involves them ends up without an injury. In Italy, every 35 hours a cyclist dies on the road, and 250 die in a year (Istat). Continental is one of the forerunners in creating and adopting what are now indispensable safety standards in the mobility industry. Safety is their mission. With the opportunity to be sponsor of the 102nd Giro d’Italia, one of the most important cycling competitions in the world, Continental felt that it was their duty to help keep cyclists safer. The challenge was to bring attention and empathy to the issue of road safety creating a project that would have a significant contribution for cyclists and mobility in general. The final aim? To become the safety sponsor of the road. Describe the creative idea (20% of vote) Continental Grip Line: the first marking paint which increases road safety. We answered to the challenge with a new product concept, going straight to the root of the problem. Deep diving into road safety issues, we discovered that one of the main causes of road accidents for cyclists are due to the slipperiness of the marking paint which reduces the road grip, becoming a real problem when it rains. This is why the idea of Grip Line was created. It is an innovative marking paint with a revolutionary formula composed by mineral fillers and particulate rubber recycled from end of life tires. A certified test demonstrated that this new paint increased the grip of tires up to 35% in wet conditions, and it provides a high anti skid level of 80 SRT compared to 45 SRT of the traditional one, helping cyclists ride safer. Describe the strategy (20% of vote) There are two main target audiences for this project. The first one is people on the roads, those who Continental wants to keep safe everyday: cyclists, pedestrians, auto and moto drivers, etc. The second one is Italian public administration and municipalities, those that can really make things happen by adopting this kind of technological solution. This is the reason why Milano Design Week was chosen as the event to launch Grip Line and to start raising awareness on road safety issues. Indeed, this event has the power to engage citizens, to influence public opinion and start an effective conversation with the head of public administration through round table discussions and talks about the theme. Describe the execution (30% of vote) To help Continental’s Grip Line come to life, our team was joined by a paint producer partner that allowed the creation of the first prototype. Then, it was submitted to studies and tests with positive results that showed the effectiveness of the idea. To present this new marking paint we created a special exhibition for a week in the heart of Milan Design Week district on April 09th. There people had the opportunity to deep dive into road safety issues through an exhibition of concerning data about cyclist accidents in a creative format; talks and round table with experts from different fields and famous cycling influencers. Above all they were able to touch with their own hands this innovative marking paint and test it on a real road. In this way, people were able to feel how it’s like to have a safer cycling experience. List the results (30% of vote) The response to Continental’s Grip Line innovative marking paint was outstanding. Thousands of citizens participated in the exhibition and tested the prototype, creating hype around the topic under the #saferoads. In just two weeks, more than 150 offline and online articles were written boosting the social media conversation. Furthermore, five Italian towns, including Milan, demonstrated interest in adopting the Grip Line Paint as a marking paint. The first km of cycle lane and cross roads with Continental Grip Line are now a reality; currently, a real life test is running in Milan. This is another important step ahead for Continental’s brand mission: making all roads safer for everyone, every day.