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访问英国
案例简介：执行 我们设计并建造了一个定制的数字平台，让用户能够完全控制自己在英国的旅程。五部相同的电影在五个不同的英国地点拍摄。平行故事在结构上是相同的，但在细节上却是完全独特的。用户通过滑动或使用箭头键在任何时候在不同位置之间切换来控制他们的旅程。在手机上，我们使用了陀螺仪，这样用户就可以简单地把他们的手机转到电影之间切换。为了让故事变得无缝，所有五部电影都需要匹配的框架和对话。这一切都是在相机中拍摄的，没有额外的后期制作或 ADR 用于使电影完美地切割在一起。当用户探索时，我们收集了他们最喜欢的地点的实时数据，并就该做什么和呆在哪里提供了精心策划的建议。点击这些建议中的任何一个，就可以直接在 Expedia 上预订。 战略 我们需要向潜在的美国旅行者展示，英国不仅仅是伦敦。所以我们想向全国展示更广泛和更深入的多样性。为了做到这一点，我们建立了一个定制的数字平台，让用户能够完全控制他们在英国多个目的地的旅程。这让他们看到了五个不同目的地之间微妙和明显的差异。从战略上来说，这是为了创造一种体验，让用户沉浸更深，并多次返回体验旅程，但每次都以一种新的、独特的方式。当用户探索时，我们收集了他们最关注的地点的实时数据，然后在这些地点提供了精心策划的酒店和活动建议。单击任何建议可直接进入 Expedia 的预订过程。 概要 英国是美国人最受欢迎的海外旅游目的地，但大多数游客从未离开伦敦。正因为如此，这个国家感觉熟悉，因此，有点不那么令人兴奋。在英国退出欧盟投票后，英国目前的看法问题加剧了这一挑战。我们需要克服来自主导国际新闻的英国人自己的冷淡、消极的语气。我们的目标是用一种新的眼光向美国人展示英国: 让未来的旅行者感到新鲜, 他们以前从未见过的异国目的地，因此他们不得不在下一个假期去探索。我们通过让英国人成为竞选的明星来迎头赶上英国退出欧盟问题。因为无论你去英国哪里，你在那里遇到的迷人而机智的英国人才是真正让英国变得伟大的人。 活动描述 我们没有遵循旅游广告的通常比喻，即一名发言人广泛声称他们的国家拥有一切，而是去了当地。我们甚至和自己竞争。我们介绍了五个来自英国各地的当地人，每个人都自豪地声称他们在这个国家的角落是旅行者真正需要去的唯一地方。五部独立的电影在现场平行放映。每一个都有一个本地特色，让用户通过相同的故事，但有独特的细节和差异。通过允许用户互动和控制体验，它让他们看到了英国文化、景点和活动的广泛多样性。这个概念也是不可或缺的，语气被精心制作成面带微笑，带有一丝微妙的英国幽默。这一切都是为了提醒美国旅行者，让他们想起世界闻名的受人喜爱的英国智慧和魅力。 结果 活动的结果超过了所有业务目标。在前六周，预订量、整体销售额和收入都有所增加，包括 128,000 的增量预订量、 6% 的销售额增长以及 160万美元的英国预订量收入。Expedia 也看到了特定目的地广告后购买行为的增加，这种情况很少发生。
访问英国
案例简介：Execution We designed and built a bespoke digital platform that gave users the ability to control their own journey through Britain entirely themselves. Five identical films were shot in five separate British locations. The parallel stories were identical in structure yet completely unique in their details. Users controlled their journey by swiping or using arrow keys to switch between locations at any time. In mobile, we utilized the gyroscope so users could simply turn their phone to switch between films.To make the storytelling seamless, all five films required matching framing and dialogue. This was all captured in camera, with no additional post-production or ADR utilized to make the films cut together perfectly. While users explored, we gathered live data on the locations they enjoyed most and offered curated recommendations on what to do and where to stay there. Clicking any of these recommendations took them directly to booking on Expedia. Strategy We needed to show prospective American travelers that there is far more to Britain than just London. So we wanted to show both a broader and deeper view into the diversity throughout the country. In order to do so, we built a bespoke digital platform giving users the ability to control their journey through multiple British destinations entirely themselves. This allowed them to see both the subtle and stark differences between five different destinations. Strategically, this was designed to create an experience that allowed users to immerse themselves deeper as well as to go back and experience the journey multiple times, but in a new, unique way each time. While users explored, we gathered real time data on the locations they watched most, then offered curated hotel and activity recommendations in those locations. Clicking any of the recommendations took them directly to the booking process on Expedia. Synopsis Great Britain is the most popular overseas travel destination for Americans, yet most visitors never make it outside of London. Because of this, the country feels familiar and therefore, somewhat less exciting. Adding to the challenge was the current perception problem for Britain following the Brexit vote. We needed to overcome the cold, negative tone coming from the Brits themselves that was dominating international news.Our objective was to show Great Britain to Americans in a new light: to surprise prospective travelers by making it feel like a fresh, exotic destination they hadn’t seen before and therefore had to explore on their next vacation. And we took the Brexit issue head on by making the British people the stars of the campaign. Because no matter where you go in Britain, it’s the charming and quick-witted Brits you meet there that truly make Britain great. CampaignDescription Instead of following the usual tropes of tourism advertising, where a spokesman broadly claims their country has everything, we went local. We even got competitive with ourselves. We introduced five locals from all over Britain, each proudly claiming that their corner of the country was the only place travelers really needed to go. Five separate films ran in parallel on the site. Each featured a local taking the user through the identical story, yet with unique details and differences. By allowing users to interact and control the experience, it let them see the wide diversity of culture, sights and activities to discover in Britain.Also integral to the concept, the tone was crafted to be tongue in cheek, with a hint of subtle British humor. It was all aimed at reminding American travelers of the beloved British wit and charm that is world-renowned. Outcome The results from the campaign exceeded all business targets. In the first six weeks, bookings, overall sales, and revenue had all increased, including 128,000 incremental bookings, a 6% sales increase and $1.6 million in revenue from bookings to Great Britain. Expedia also saw an increase in purchase behavior following the advertising of a specific destination, which rarely happens.
Visit Britain
案例简介：执行 我们设计并建造了一个定制的数字平台，让用户能够完全控制自己在英国的旅程。五部相同的电影在五个不同的英国地点拍摄。平行故事在结构上是相同的，但在细节上却是完全独特的。用户通过滑动或使用箭头键在任何时候在不同位置之间切换来控制他们的旅程。在手机上，我们使用了陀螺仪，这样用户就可以简单地把他们的手机转到电影之间切换。为了让故事变得无缝，所有五部电影都需要匹配的框架和对话。这一切都是在相机中拍摄的，没有额外的后期制作或 ADR 用于使电影完美地切割在一起。当用户探索时，我们收集了他们最喜欢的地点的实时数据，并就该做什么和呆在哪里提供了精心策划的建议。点击这些建议中的任何一个，就可以直接在 Expedia 上预订。 战略 我们需要向潜在的美国旅行者展示，英国不仅仅是伦敦。所以我们想向全国展示更广泛和更深入的多样性。为了做到这一点，我们建立了一个定制的数字平台，让用户能够完全控制他们在英国多个目的地的旅程。这让他们看到了五个不同目的地之间微妙和明显的差异。从战略上来说，这是为了创造一种体验，让用户沉浸更深，并多次返回体验旅程，但每次都以一种新的、独特的方式。当用户探索时，我们收集了他们最关注的地点的实时数据，然后在这些地点提供了精心策划的酒店和活动建议。单击任何建议可直接进入 Expedia 的预订过程。 概要 英国是美国人最受欢迎的海外旅游目的地，但大多数游客从未离开伦敦。正因为如此，这个国家感觉熟悉，因此，有点不那么令人兴奋。在英国退出欧盟投票后，英国目前的看法问题加剧了这一挑战。我们需要克服来自主导国际新闻的英国人自己的冷淡、消极的语气。我们的目标是用一种新的眼光向美国人展示英国: 让未来的旅行者感到新鲜, 他们以前从未见过的异国目的地，因此他们不得不在下一个假期去探索。我们通过让英国人成为竞选的明星来迎头赶上英国退出欧盟问题。因为无论你去英国哪里，你在那里遇到的迷人而机智的英国人才是真正让英国变得伟大的人。 活动描述 我们没有遵循旅游广告的通常比喻，即一名发言人广泛声称他们的国家拥有一切，而是去了当地。我们甚至和自己竞争。我们介绍了五个来自英国各地的当地人，每个人都自豪地声称他们在这个国家的角落是旅行者真正需要去的唯一地方。五部独立的电影在现场平行放映。每一个都有一个本地特色，让用户通过相同的故事，但有独特的细节和差异。通过允许用户互动和控制体验，它让他们看到了英国文化、景点和活动的广泛多样性。这个概念也是不可或缺的，语气被精心制作成面带微笑，带有一丝微妙的英国幽默。这一切都是为了提醒美国旅行者，让他们想起世界闻名的受人喜爱的英国智慧和魅力。 结果 活动的结果超过了所有业务目标。在前六周，预订量、整体销售额和收入都有所增加，包括 128,000 的增量预订量、 6% 的销售额增长以及 160万美元的英国预订量收入。Expedia 也看到了特定目的地广告后购买行为的增加，这种情况很少发生。
Visit Britain
案例简介：Execution We designed and built a bespoke digital platform that gave users the ability to control their own journey through Britain entirely themselves. Five identical films were shot in five separate British locations. The parallel stories were identical in structure yet completely unique in their details. Users controlled their journey by swiping or using arrow keys to switch between locations at any time. In mobile, we utilized the gyroscope so users could simply turn their phone to switch between films.To make the storytelling seamless, all five films required matching framing and dialogue. This was all captured in camera, with no additional post-production or ADR utilized to make the films cut together perfectly. While users explored, we gathered live data on the locations they enjoyed most and offered curated recommendations on what to do and where to stay there. Clicking any of these recommendations took them directly to booking on Expedia. Strategy We needed to show prospective American travelers that there is far more to Britain than just London. So we wanted to show both a broader and deeper view into the diversity throughout the country. In order to do so, we built a bespoke digital platform giving users the ability to control their journey through multiple British destinations entirely themselves. This allowed them to see both the subtle and stark differences between five different destinations. Strategically, this was designed to create an experience that allowed users to immerse themselves deeper as well as to go back and experience the journey multiple times, but in a new, unique way each time. While users explored, we gathered real time data on the locations they watched most, then offered curated hotel and activity recommendations in those locations. Clicking any of the recommendations took them directly to the booking process on Expedia. Synopsis Great Britain is the most popular overseas travel destination for Americans, yet most visitors never make it outside of London. Because of this, the country feels familiar and therefore, somewhat less exciting. Adding to the challenge was the current perception problem for Britain following the Brexit vote. We needed to overcome the cold, negative tone coming from the Brits themselves that was dominating international news.Our objective was to show Great Britain to Americans in a new light: to surprise prospective travelers by making it feel like a fresh, exotic destination they hadn’t seen before and therefore had to explore on their next vacation. And we took the Brexit issue head on by making the British people the stars of the campaign. Because no matter where you go in Britain, it’s the charming and quick-witted Brits you meet there that truly make Britain great. CampaignDescription Instead of following the usual tropes of tourism advertising, where a spokesman broadly claims their country has everything, we went local. We even got competitive with ourselves. We introduced five locals from all over Britain, each proudly claiming that their corner of the country was the only place travelers really needed to go. Five separate films ran in parallel on the site. Each featured a local taking the user through the identical story, yet with unique details and differences. By allowing users to interact and control the experience, it let them see the wide diversity of culture, sights and activities to discover in Britain.Also integral to the concept, the tone was crafted to be tongue in cheek, with a hint of subtle British humor. It was all aimed at reminding American travelers of the beloved British wit and charm that is world-renowned. Outcome The results from the campaign exceeded all business targets. In the first six weeks, bookings, overall sales, and revenue had all increased, including 128,000 incremental bookings, a 6% sales increase and $1.6 million in revenue from bookings to Great Britain. Expedia also saw an increase in purchase behavior following the advertising of a specific destination, which rarely happens.
访问英国
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Visit Britain
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基本信息
- 广告战役： #亿客行-网络-7ae3#
- 广告品牌： 亿客行
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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