Distracted Goalkeeper|海报/平面|广告营销案例【ADGuider广告指南】

分心的守门员

案例简介：为什么这项工作与直接相关？我们使用活动赞助来塑造Uber的看法，使用与Uber体验直接相关的元素: 手机和做相关事情时的全部注意力。通过巴西足球锦标赛的一场正式比赛，我们呼吁巴西人注意文字和驾驶的主要问题。我们为真正需要移动使用和流量来完成其使命的客户实现了这一目标: Uber。由于足球在巴西人的生活中产生了巨大的影响，该运动在体育和一般新闻媒体上都取得了巨大的影响力。背景足球是巴西非常重视的一项活动。社交网络上有数十个电视节目和有影响力的人在讨论足球，就好像这是一件神圣的事情。同时，人们对驾驶行为缺乏关注和关注，尤其是知道手机是交通事故的主要原因之一。因此，我们考虑在足球比赛中做很多人在开车时在运输过程中做的事情: 使用手机。这使人们感到愤慨，因为这是一场反对开车和打字的运动。描述创意 (30% 的选票) 在一场重要的巴西锦标赛比赛中，一名守门员检查了手机，足球迷发现了这名守门员，这名球员的不负责任的举动席卷了社交媒体和媒体，引起了最大的周末谈话。当守门员最终将自己的态度与文字和驾驶联系在一起时，整个国家都在关注。描述策略 (20% 的选票) 巴西的交通流量排名世界第四，每年造成54.000人伤亡。文字和驾驶是第二个主要的伤亡原因，甚至在醉酒驾驶之前就已经站立。但是，仍有51% 的驾驶员承认文字和驾驶。 Uber旨在在其运营的城市中促进更安全的人道交通。为了传达这一点，我们找到了一种独特的方式来引起人们的注意，使巴西人通过他们最大的热情: 足球来体验这种不良习惯的风险。我们的策略是激起足球迷的神经，反对守门员在比赛中检查他的手机。只是为了迅速表明他的态度实际上是为了抗议而精心策划的，以表明在不适当的情况下使用移动设备是一种冒险的做法。通过检查他的手机，玩家可以让他的团队失望，而人们则通过文字和驾驶来放松生活。描述执行 (20% 的选票) 比赛发生在2018年5月13日星期日，母亲节下午4点，家人团聚并神圣地观看比赛。在比赛的第一时刻，守门员Santos checkshis mobile立即被球迷捕获，他们迅速在时间表上分享了剧照和视频。在下半场开始时，体育记者和专栏作家开始评论这一事实。对球员的态度感到愤怒，在比赛结束前，不同的采访渠道追赶他，要求他做出解释。在这个星期日晚上的第一个小时，所有开放和有线电视频道都在评论此案，而巴西和全球的社交媒体也回应了这一事实。第二天，在atl é ticoparanaense俱乐部举行的新闻发布会上，Uber和Maio Amarelo的行动被曝光。新一轮的信息浪潮席卷了常规媒体和社交媒体，展开了说明。该行动受到大多数新闻和社交媒体渠道的称赞。列出结果 (30% 的选票) 结果: -在巴西最重要的周日开放电视节目fant á stico中曝光6分钟 (每场3000万观众)。在不到24小时的时间内，在开放式和有线电视中-149分钟。 -赛后310万搜索结果。 -短短3天就获得了4,700万媒体收入 -第一个发布守门员视频的俱乐部球迷在短短1小时内在Facebook上获得了5万个新朋友。两天内一百万个新朋友。 -EUA、意大利、西班牙、葡萄牙、阿根廷、日本、哥伦比亚等地的报纸

分心的守门员

案例简介：Why is this work relevant for Direct? We use an event sponsorship to shape the perceptions of Uber using elements directly involved in Uber´s experience: cellphone and total attention when you do something relevant. Through an official match in the Brazilian Football Championship we called Brazilians attention to the major problem of text and driving. And we accomplished that for a client who actually needs both mobile use and traffic to fulfill its mission: Uber. Due to the great influence football exerts in the life of Brazilians, the campaign registered huge reaches in both sports and general journalistic medias. Background Football is an activity taken very seriously in Brazil. There are dozens of television shows and influencers on social networks who discuss football as if it were something sacred. At the same time there is a lack of attention and lack of attention with the act of driving, especially knowing that the cell phone is one of the main causes of traffic accident. So we think about doing in soccer what many people do in transit while driving: use the cell phone. And this brought the indignation of the people to the revelation that it was a campaign against driving and typing. Describe the creative idea (30% of vote) During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention. Describe the strategy (20% of vote) Brazilian traffic ranks as the 4th more violent in the world – 54.000 annual casualties. Text and driving, the 2nd major casualty cause, stands even before intoxicated driving. However, 51% of drivers still admit to text and driving. Uber aims to promote a safer more humane traffic in the cities it operates. To convey that, we found a unique way to calling attention for that, making Brazilians experience the risks of this bad habit through their biggest passion: football. Our strategy was to stir the nerves of football fans against the goalkeeper checking his mobile during the match. Just to quickly reveal that his attitude was in fact orchestrated as a protest to showcase that the mobile use in inadequate situations was a risky practice. By checking his mobile, the player could let his team down, while people loose their lives by text and driving. Describe the execution (20% of vote) The match happened Sunday, May 13th, 2018, 4 pm, Mothers Day, when families reunite and sacredly watch matches. At the game’s first moments, goalkeeper Santos checkshis mobile immediately being captured by fans who promptly share stills and videos on their timelines. At the very beginning of the 2nd half, sports journalists and columnistsstarted commenting the fact. Outraged against the player’s attitude different interview channels chased him by the end of the match demanding explanations. At this Sunday evening first hours all open and cable TV channels were commenting the case while Brazilian and worldwide social medias also echoed the fact. The next day in a press conference at Atlético Paranaense club where the Uber and Maio Amarelo action was revealed. A new wave of information stormed regular press andsocial medias, spreading out the elucidation. The action was applauded by the majority of press and social media channels. List the results (30% of vote) The results: - 6 minutes exposure in the Brazilian most important open TV Sunday Show, Fantástico (30 million watchers per show). - 149 minutes in open and cable TV in less than 24 hours. - 3.1 million search results after the match. - 4,7 million in earned media in just 3 days - The first club fan who posted the goalkeeper video gained 50 thousand new friends on Facebook in only 1 hour. A million new friends in 2 days. - Newspapers in EUA, Italy, Spain, Portugal, Argentina, Japão, Colombia e mais 30 países