No need to fly - around the world in Germany|海报/平面|广告营销案例【ADGuider广告指南】

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无需飞行-在德国环游世界

案例简介：为什么这项工作与创意数据相关？以一种新的创造性方式将实时数据和用户数据与独特的视觉想法相结合，使得创建相关的、同类的第一次实时社交媒体定价比较成为可能。数据的使用通过为每个人量身定制报价，使该活动更具目的，从而使其更加成功-比前德国铁路社交媒体活动的CTRs高出850%。背景任务: 德国铁路公司希望推广其super saver门票，以在德国境内快速，廉价地旅行。问题: 72% 的德国人更喜欢在国外度假 -- 因为他们觉得德国很无聊。我们如何让他们考虑使用德国铁路在德国旅行？解决方案: 我们不仅要简单地推广机票优惠，还必须更进一步: 首先，我们需要推广德国。描述想法/数据解决方案 (20% 的选票) 一个简单而令人信服的并排比较: 一侧显示出美丽的国际旅行目的地; 另一个是德国的相似目的地。我们的信息: 当一个人只需19欧元就能体验到同样的航班时，为什么要为昂贵的航班付费？我们如何在社交媒体上给予这个想法相关性和关注？有了数据和技术。通过自动化过程，有针对性的视频-广告向每个人展示了他们感兴趣的从当前位置到旅行目的地的实时航班价格。与德国相似的旅行目的地相比。他们只需19欧元就能买到。德国铁路的超级储蓄者票。将独特的视觉创意转化为相关的实时社交媒体价格比较。描述数据驱动策略 (30% 的选票) 我们此优惠的目标受众基本上是所有人。那么，我们如何让我们的竞选活动在今天的社交媒体广告丛林中脱颖而出呢？我们提出了一种针对每个人量身定制的方法，而不是通用的 “一刀切” 消息传递策略: 第一次实时社交媒体价格比较。我们开发了一个有针对性的活动，改变了每个Facebook视频广告，以实时解决每个人的当前位置和他们的旅行兴趣。描述数据的创造性使用，或者数据如何增强创造性输出 (30% 的选票) 为了使我们的广告系列在Facebook上更具相关性，我们创建了第一个实时社交媒体价格比较。一种算法在Getty Images上发现了相似的图片。在德国和世界各地。然后，通过Facebook数据，我们确定了对特定目的地感兴趣的目标群体。地理定位定位到每个人和旅行目的地最近的机场，而搜索引擎实时识别最便宜的航班价格。结合这些数据，有针对性的视频广告使旅行爱好者成为无与伦比的选择: 乘坐火车仅需19欧元，而不是昂贵的航班。完全自动化。无限变化。列出数据驱动结果 (20% 的选票) CTR比通常的德国铁路运动高850% 转换: 6.61% 收入增长24% 广告印象: 8.6米

无需飞行-在德国环游世界

案例简介：Why is this work relevant for Creative Data? Combining real-time data and user data with a unique visual idea in a new creative way made it possible to create a relevant, first of its kind, real time social media pricing comparison. The use of data gave the campaign more purpose by tailoring the offer to each individual person and thus made it more successful – outperforming former German Rail social media campaign’s CTRs by up to 850%. Background THE TASK: German Rail wanted to promote their super saver tickets for fast, inexpensive travel within Germany. THE PROBLEM: 72% of Germans prefer to spend their holidays abroad – because they find Germany boring. How do we get them to consider traveling within Germany using German Rail? THE SOLUTION: Instead of simply promoting a ticket-offer, we had to go one step further: first, we needed to promote Germany. Describe the idea/data solution (20% of vote) A simple yet convincing side-by-side comparison: One side shows a beautiful international travel destination; the other, a look-alike destination in Germany. Our message: why pay for an expensive flight, when one can experience the same for only 19 Euros? How do we give this idea relevance and attention on social media? With data and technology. Through an automated process targeted videos-ads showed each person the real-time flight price from their current location to a travel destination, they are interested in. In comparison to a look-alike travel destination in Germany. Which they could reach for just 19 Euros. With the super saver ticket from German Rail. Turning a unique visual idea into a relevant real-time social media price comparison. Describe the data driven strategy (30% of vote) Our target audience for this offer was basically everyone. So, how do we make our campaign stand out in today’s social media ad jungle? Instead of a generic one-fits-all messaging strategy we came up with an approach tailored to each individual person: the first real time social media price comparison. We developed a microtargeted campaign, changing every Facebook video-ad to address each person’s current location and their travel interests in real time. Describe the creative use of data, or how the data enhanced the creative output (30% of vote) To give our campaign even more relevance on Facebook we created the first real time social media price comparison. An algorithm found look-alike pictures on Getty Images. In Germany and worldwide. Through Facebook-data, we then identified target groups interested in specific destinations. Geotargeting pinpoints the closest airport to each person and the travel destination, while a search engine identifies the cheapest flight price – in real-time. Combining this data, targeted video-ads made travel enthusiasts an unbeatable offer: A train ride for just 19 Euros instead of an expensive flight. Completely automated. In infinite variations. List the data driven results (20% of vote) CTR 850% higher than usual German Rail campaigns Conversion: 6.61% 24% increase in revenue Ad Impressions: 8.6 Mio