OVK BlindMeters 2|短视频|广告营销案例【ADGuider广告指南】

OVK 盲计 2

案例简介：当你开车发短信时，你错过了很多。但具体多少呢？嗯，现在你可以自己看了: Blindmeters.com 把谷歌地图变成了一个文本编辑器，允许你在任何道路上打字。一种专门设计的字体与你正在打字的道路的速度限制相关联，并延伸到你盲目驾驶的确切仪表数量。结果令人大开眼界: 一个 90 公里/小时的角色会让你错过 19.75米。这使得 26.33米在 120 公里/小时。不用说，你的短信比你想象的要长: “几乎回家” 是 10 个字符，但也有 289米个字符。“在路上，” 7 个字符，但 236米。这些只是人们一直在开车时发短信的较短类型。更长的消息很快达到 1 公里。令人惊叹的是，记住一秒钟的注意力不集中会产生严重的后果。道路安全运动的一个新举措是: 盲目驾驶。发短信和开车是危险的。我们以前都在许多道路安全 PSA 活动中听到过。不过，我们仍然这样做。因为 “这只是一条简短的短信”，只是 “在 Facebook 或 Snapchat，或 Whatsapp，或其他什么……” 但是，老实说，是的。 “快速短信” 存在吗？因为当你开车发短信时，你是在瞎开车。 FCB 联盟幸福布鲁塞尔的 CCO 杰弗里 · 汉森说: “为了改变这种行为，我们想让人们真正体验他们实际上驾驶了多少米。因为即使大多数人都知道，也没有人真正意识到他们真的缺少了多少米。“数据，数据，数据这个活动连接不同的数据库，分层在一个网站上。技术主管托马斯 · 科利尔 (Thomas Coliers) 补充道: “该网站结合了来自不同地图来源的数据，使我们能够在卫星图像的顶部渲染道路上的文本。一个源用作地图的主要视觉层，另一个源允许我们使用道路的几何数据, 加上速度限制和其他重要数据，以便能够在这些道路上 “书写”。网站中的字体是定制的，目的是能够动态拉伸。 “在整个欧洲，这场运动是由幸福布鲁塞尔和 OVK/PEVR (道路受害者的父母) 的二人组发起的, 谁在今年夏天的戛纳狮子队获得了铜牌，因为他们的 “数字背后” 电台。该平台得到了一个完全整合的媒体运动的支持，包括电视和电影广告，以及人们在最后一条短信中行走的社交电影。该运动在比利时发起，并将传播 amongst 不同的欧洲国家。

OVK 盲计 2

案例简介：You miss a lot when you text behind the wheel. But how much exactly? Well, now you can just see for yourself: Blindmeters.com turns Google maps into a text editor and allows you to type on any road. A specially designed font connects with speed limitations of the road you are typing on and stretches to the exact amount of meters you are driving blind.The results are eye opening: One character at 90km/h makes you miss 19.75 meters. That makes 26.33 meters at 120km/h. Needless to say, your text messages are longer than you think: "Almost home" is 10 characters, but 289 meters as well. "On my way," 7 characters, but 236 meters. And these are just the shorter kind of messages people keep texting behind the wheel. Longer messages are quickly reaching 1 kilometer. Stunning, keeping in mind that 1 fraction of a second of inattentiveness can have serious consequences.A new take on road safety campaigns: Driving blind.Texting and driving is dangerous. We’ve all heard it before in numerous road safety PSA campaigns. We still do it, though. Because "it’s just a quick text message," just a "little post on Facebook or Snapchat, or Whatsapp, or whatever…" But, honestly, does. "a quick text message" even exist? Because when you send text messages behind the wheel, you are driving blind.Geoffrey Hantson, CCO of Happiness Brussels, an FCB Alliance, said: “In order to change that behavior we wanted to literally let people experience how many meters they are actually driving blind. Because even though most people know, nobody really realizes how many meters they are really missing.”Data, data, dataThis campaign connects different databases, layered on one website. Thomas Coliers, head of technology added: “The website combines data from different map sources which allows us to render text along roads on top of satellite imagery. One source is used as the primary visual layer for the map, another source allows us to use the geometry data of the roads, together with speed limits and other important data to be able to 'write' on these roads. The font in the website is custom made for the purpose of being able to dynamically stretch.”Covered in the whole of Europe The campaign was created by the duo of Happiness Brussels and OVK/PEVR (Parents of Road Victims), who took home Bronze at this summer’s Cannes Lions for their “Behind the Numbers” radio spot. The platform is supported by a fully integrated media campaign, with a television and cinema commercial, and social films of people walking the distance of their last text message. The campaign initiated in Belgium and will spread amongst different European countries.