The Out of Home Project|海报/平面|广告营销案例【ADGuider广告指南】

Out of Home项目

案例简介：为什么这项工作与媒体相关？我们在世界上最古老的媒体渠道之一创造了一些创新的东西。通过将家用显示器变成基于实时数据的最先进的应急系统。帮助无家可归的人在寒冷的冬夜找到紧急避难所。数字屏幕是该活动的关键媒体渠道和组成部分。背景我们的任务是展示数字屏幕必须提供的可能性。此外，Clear Channel通过以许多不同的方式开发屏幕，在他们所在的城市中是一个活跃的玩家。我们的出发点是瑞典每年都在增加大量无家可归的人。今年，这个问题比以往任何时候都更加相关。我们选择利用冬天即将来临的事实，以及越来越多的弱势群体需要额外帮助。Stockholm摩市还指示，当气温达到零下7度时，需要开放更多的避难所。问题是很少有人找到去避难所的路。因此，我们想通过创造真正有助于社会利益的东西来展示数字的可能性。描述创意/见解 (30% 的选票) 我们的出发点是瑞典无家可归者人数的增加。Stockholm摩市已经发出指令，当气温达到零下7度时，紧急避难所需要开放。因此，我们想在家庭外媒体中展示数字可能性。瑞典的冬天可能很冷 -- 在极端温度下，致命冻伤的风险会增加。因此，当气温下降到零下7度时，斯德哥尔摩周围的临时避难所就会开放。问题是太少的人知道它们的存在和它们的位置，这导致太少的人找到他们的避难所。所以，我们把Clear Channel的数字广告牌网络变成了应急系统。当温度下降到负7度或更冷时，屏幕会引导无家可归的人到他们最近的紧急避难所。通过使用从一些组织和机构收集的实时数据和全球定位系统坐标。描述策略 (20% 的选票) 为了确保我们能够解决实际问题，我们很早就与该地区的合作伙伴合作。像Stockholms stadsfission (一个通过社会关怀、工作融合和教育解决无家可归问题的瑞典慈善机构) 和Ny Gemenskap (一个为无家可归者提供食物和住所的非营利组织) 这样的组织。我们从组织中收集数据，并将其与来自天气、全球定位系统坐标和时间等开放APIs的数据配对，构建的系统成为户外屏幕的最先进系统。在冬天，更多的组织表现出贡献的兴趣，我们能够将他们连接到系统，实时显示他们的信息。描述执行情况 (20% 的选票) 应急系统在瑞典斯德哥尔摩附近的53个数字家庭外显示器上运行了整个2018-19冬季。我们在无家可归者高度集中的地区使用数字家庭外显示器。屏幕将无家可归者引向寒冷天气下的紧急避难所，在那里他们可以找到热餐和其他有用的实时信息。屏幕的数量根据城市的温度而变化，当温度下降时会升高。列出结果 (30% 的选票) 这一倡议引起了人们对一件重要事情的关注，但更重要的是，那些最需要温暖和关心的人已经得到了关注。许多相关组织目睹了出现的新面孔。来自瑞典各地的人们在社交媒体上加入了对话并参与其中。他们采取了行动; 捐赠必需品或报名成为志愿者。 78% 在看到这场运动后，对Clear Channel变得更加积极，基准为30%。此外，十分之四的人对从发送者那里购买产品或服务感兴趣，这高于2,5的基准。在沟通方面，该项目已经覆盖了7800万多名瑞典和国际新闻文章，在赢得有机媒体的120人。项目启动一个月后，现在更多的城市在明确渠道网络想使用紧急

Out of Home项目

案例简介：Why is this work relevant for Media? We have created something innovative, in one of the world’s oldest media channels. By turning out of home displays into a state-of-the-art emergency system, based on real-time data. Helping homeless people find emergency shelters during cold winter nights. The digital screens are the key media channel and component of the campaign. Background Our mission was to show the possibilities that digital screens have to offer. Furthermore, Clear Channel is an active player in the cities where they are present through developing their screens in many different ways. Our starting point was the great amount of homeless people that are increasing in Sweden every year. This year, the question was more relevant than ever before. We chose to take advantage of the fact that winter was approaching, and that there are more and more vulnerable people in need of extra help. The City of Stockholm has also given directives that more shelters need to open up when temperatures reach -7 degrees. The problem was that few found their way to the shelters. Therefore, we wanted to showcase the digital possibilities through creating something that truly contributes to social benefit. Describe the creative idea/insights (30% of vote) Our starting point was the rising number of homeless people in Sweden. The City of Stockholm has given directives that emergency shelters need to open up when temperatures reach -7 degrees. Therefore, we wanted to showcase the digital possibilities in the out-of-home media. The winters in Sweden can be cold – and at extreme temperatures the risk for fatal frostbites increases. Therefore, temporary shelters open up all around Stockholm when temperatures drop below -7 degrees. The problem is that too few know that they exist and where they are located, which results in that too few find their way to the shelters. So, we turned Clear Channel’s network of digital billboards into an emergency system. When the temperature dropped to negative 7 degrees or colder, the screens directed homeless people to their closest emergency shelter. By using real-time data and GPS coordinates, collected from a number of organizations and institutions. Describe the strategy (20% of vote) To ensure that we were going to solve an actual problem, we teamed up with partners within the area early on. Organizations like Stockholms Stadsmission (a Swedish charity tackling homelessness through social care, work integration and education) and Ny Gemenskap (a non-profit organization offering food and shelter to homeless). We collected data from the organizations and paired it with data sourced from open APIs such as weather, GPS coordinates and time, and the system built became state-of-the-art for outdoor screens. During the winter, more organizations showed interest in contributing, and we were able to connect them to the system, displaying their information in real-time. Describe the execution (20% of vote) The emergency system was running throughout the winter period of 2018-19 on 53 digital out of home displays around Stockholm, Sweden. We used digital out of home displays in areas with a high concentration of homeless people. The screens directed homeless people towards emergency shelters during cold temperatures, and where they could find a hot meal and other useful real-time information. The number of screens changed depending on the temperature in the city and was raised when the temperatures dropped. List the results (30% of vote) The initiative has created attention for an important matter, but more importantly, the ones who have been in need of warmth and care the most, have received it. Many of the related organizations have witnessed new faces that have appeared. From all over Sweden, people joined the conversation on social media and engaged. And they took to action; donating necessities or signing up to be a volunteer. 78% have become more positive towards Clear Channel after having seen the campaign, with a benchmark of 30%. Furthermore 4 out of 10 became interested in buying a product or service from the sender, which is higher than the benchmark of 2,5. Communication wise, the project has reached over 78 million people in earned organic media, thanks to 120+ Swedish and international news articles. A month after the project started, more cities within Clear Channels network now wants to use the emergency