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配额
案例简介：概要 当我们受邀为纽波特海滩电影节创建一个景点时，我们答应了。我们说不。我们对挑战表示同意，但对取得一席之地表示拒绝。我们解决这个问题的唯一方法是制作一部与讲故事的质量相当的短片，作为电影节本身所接受的实际电影。在讲故事，角色发展，方向，电影摄影，音乐和声音方面，它必须是电影的重要组成部分。这设定了很高的标准，因为NBFF已经成为一个享有盛誉的、高度选择性的节日。我们创建了标语 “看看谁晋级了”，以巩固这一战略地位。我们的目标是通过赢得的媒体来建立品牌知名度，增强音乐节的高度选择性声誉，并提高参加音乐节的人数。 战略 即使是最成功的节日也总是在经济上受到挑战。因此，创作一部赢得媒体关注的作品对我们的成功至关重要。我们的策略是创作一部电影。然后在线启动，并获得尽可能多的媒体关注。我们做到了。在短短五天内，我们为这部电影赢得了140媒体的关注。 相关性 这篇文章是相关的，因为我们采取了一种原创的方法来宣传电影节。我们没有创建一个告诉人们这是一个多么伟大的节日的地方，而是对它进行了 “meta”。我们通过制作一部值得电影节本身接受的电影来发起纽波特海滩电影节。 结果 到达: 与6800万观众140媒体故事。影响: 20% 节日参加者增加了55,000个历史新高，并获得了136万美元的宣传价值。故事量比上一年增加了168%。Twitter的关注者比去年增加了18%，达到10,643，而Facebook的关注者则增加了16%，达到26,681。我们收到了Adweek的 “每日广告”，称其为 “科幻迷你杰作”。* 由于节日刚刚结束，因此在提交时没有完整的参与报告，但可以由5月31日提供。 执行 电影节前17天，我们在网上推出了电影 “配额”。嗡嗡声越来越大，业界立即做出了回应。我们在五天内为这部电影获得了140个媒体点击量。电影节开始时，电影在每部电影之前在剧院放映，在电影节期间放映222次。 运动描述 在未来的反乌托邦中，两名矿工被困在一个荒凉，无生命的星球上。他们离开地球的唯一途径是履行他们的 “配额”; 通过开采一种稀有的晶体，发现在海绵状墙壁深处。悬挂在绳索上，他们日复一日地开采巨大的岩石，以寻找最小的晶体。达到他们的配额似乎是不可能的。矿工与前世的唯一联系是通过一种设备，使他们能够重新体验过去的记忆。这是一些安慰，但他们仍然变得痛苦和怨恨。然后，一个矿工检测到一个巨大的晶体，足够大，可以完成他的配额，但对他们两个来说都不够。当他们用钻头作为致命武器悬挂在绳索上时，一场死亡之战随之而来。一名矿工切断了另一名矿工的绳索，使他死亡。我们看不到谁生谁死。
配额
案例简介：Synopsis When we were invited to create a spot for the Newport Beach Film Festival, we said yes. And we said no. We said yes to the challenge, but no to making a spot. The only way we would approach it was to create a short film that was on par with the quality of storytelling as the actual films that are accepted into the festival itself. In terms of storytelling, character development, direction, cinematography, music and sound, it had to be a great piece of cinema. That set the bar high, as the NBFF has become a prestigious, highly selective festival. We created the tagline "See who made the cut" to reinforce that strategic position. Our objectives were to build brand awareness through earned media, reinforce the festival's reputation for being highly selective, and to drive attendance to the festival. Strategy Even the most successful festivals are always financially challenged. So creating a piece that earned media attention was absolutely crucial to our success. Our strategy was to create a film. Then launch online, and garner as much earned media attention as possible. We did it. We had 140 media hits for the film in just five days. Relevancy This piece is relevant because we took an original approach to promoting a film festival. Rather than creating a spot that told people what a great festival it was, we went "meta" on it. We launched a The Newport Beach Film Festival by creating a film that would be worthy of acceptance in the festival itself. Outcome Reach: 140 media stories with an audience of 68 million. Impact: 20% increase in festival attendees for an all-time high of 55,000 and earned publicity value of $1.36 million. Increase of 168% in volume of stories from previous year. Twitter followers were up 18% from last year, to 10,643, and Facebook followers were up 16% at 26,681. We received "Ad of the Day" from Adweek, who called it a "Sci-fi mini masterpiece." *The complete report for engagement was not available at the time of this submission, since the festival just ended, but can be supplied by May 31st. Execution We launched our film "Quota" online seventeen days before the festival. The buzz built, and the industry responded immediately. We had 140 media hits for the film in five days. When the festival launched, the film screened in theater before each film, screening 222 times over the course of the festival. CampaignDescription Two miners are trapped on a desolate, lifeless planet in a future dystopia. Their only way off the planet is to fulfill their "Quota"; by mining a rare crystal, found deep inside the cavernous walls. Suspended from ropes, they spend day after day mining huge expanses of rock to find the tiniest amount of crystal. Reaching their quota seems impossible. The miners' only connection with their former lives is through a device that allows them to re-experience memories from their past. It's some comfort, but still they grow bitter and resentful. Then one miner detects a huge crystal, large enough to fulfill his quota, but not enough for them both. A fight to the death ensues as they hang from their ropes, using their drills as deadly weapons. One miner cuts the other's rope, sending him to a certain death. We do not see who lives and who dies.
Quota
案例简介：概要 当我们受邀为纽波特海滩电影节创建一个景点时，我们答应了。我们说不。我们对挑战表示同意，但对取得一席之地表示拒绝。我们解决这个问题的唯一方法是制作一部与讲故事的质量相当的短片，作为电影节本身所接受的实际电影。在讲故事，角色发展，方向，电影摄影，音乐和声音方面，它必须是电影的重要组成部分。这设定了很高的标准，因为NBFF已经成为一个享有盛誉的、高度选择性的节日。我们创建了标语 “看看谁晋级了”，以巩固这一战略地位。我们的目标是通过赢得的媒体来建立品牌知名度，增强音乐节的高度选择性声誉，并提高参加音乐节的人数。 战略 即使是最成功的节日也总是在经济上受到挑战。因此，创作一部赢得媒体关注的作品对我们的成功至关重要。我们的策略是创作一部电影。然后在线启动，并获得尽可能多的媒体关注。我们做到了。在短短五天内，我们为这部电影赢得了140媒体的关注。 相关性 这篇文章是相关的，因为我们采取了一种原创的方法来宣传电影节。我们没有创建一个告诉人们这是一个多么伟大的节日的地方，而是对它进行了 “meta”。我们通过制作一部值得电影节本身接受的电影来发起纽波特海滩电影节。 结果 到达: 与6800万观众140媒体故事。影响: 20% 节日参加者增加了55,000个历史新高，并获得了136万美元的宣传价值。故事量比上一年增加了168%。Twitter的关注者比去年增加了18%，达到10,643，而Facebook的关注者则增加了16%，达到26,681。我们收到了Adweek的 “每日广告”，称其为 “科幻迷你杰作”。* 由于节日刚刚结束，因此在提交时没有完整的参与报告，但可以由5月31日提供。 执行 电影节前17天，我们在网上推出了电影 “配额”。嗡嗡声越来越大，业界立即做出了回应。我们在五天内为这部电影获得了140个媒体点击量。电影节开始时，电影在每部电影之前在剧院放映，在电影节期间放映222次。 运动描述 在未来的反乌托邦中，两名矿工被困在一个荒凉，无生命的星球上。他们离开地球的唯一途径是履行他们的 “配额”; 通过开采一种稀有的晶体，发现在海绵状墙壁深处。悬挂在绳索上，他们日复一日地开采巨大的岩石，以寻找最小的晶体。达到他们的配额似乎是不可能的。矿工与前世的唯一联系是通过一种设备，使他们能够重新体验过去的记忆。这是一些安慰，但他们仍然变得痛苦和怨恨。然后，一个矿工检测到一个巨大的晶体，足够大，可以完成他的配额，但对他们两个来说都不够。当他们用钻头作为致命武器悬挂在绳索上时，一场死亡之战随之而来。一名矿工切断了另一名矿工的绳索，使他死亡。我们看不到谁生谁死。
Quota
案例简介：Synopsis When we were invited to create a spot for the Newport Beach Film Festival, we said yes. And we said no. We said yes to the challenge, but no to making a spot. The only way we would approach it was to create a short film that was on par with the quality of storytelling as the actual films that are accepted into the festival itself. In terms of storytelling, character development, direction, cinematography, music and sound, it had to be a great piece of cinema. That set the bar high, as the NBFF has become a prestigious, highly selective festival. We created the tagline "See who made the cut" to reinforce that strategic position. Our objectives were to build brand awareness through earned media, reinforce the festival's reputation for being highly selective, and to drive attendance to the festival. Strategy Even the most successful festivals are always financially challenged. So creating a piece that earned media attention was absolutely crucial to our success. Our strategy was to create a film. Then launch online, and garner as much earned media attention as possible. We did it. We had 140 media hits for the film in just five days. Relevancy This piece is relevant because we took an original approach to promoting a film festival. Rather than creating a spot that told people what a great festival it was, we went "meta" on it. We launched a The Newport Beach Film Festival by creating a film that would be worthy of acceptance in the festival itself. Outcome Reach: 140 media stories with an audience of 68 million. Impact: 20% increase in festival attendees for an all-time high of 55,000 and earned publicity value of $1.36 million. Increase of 168% in volume of stories from previous year. Twitter followers were up 18% from last year, to 10,643, and Facebook followers were up 16% at 26,681. We received "Ad of the Day" from Adweek, who called it a "Sci-fi mini masterpiece." *The complete report for engagement was not available at the time of this submission, since the festival just ended, but can be supplied by May 31st. Execution We launched our film "Quota" online seventeen days before the festival. The buzz built, and the industry responded immediately. We had 140 media hits for the film in five days. When the festival launched, the film screened in theater before each film, screening 222 times over the course of the festival. CampaignDescription Two miners are trapped on a desolate, lifeless planet in a future dystopia. Their only way off the planet is to fulfill their "Quota"; by mining a rare crystal, found deep inside the cavernous walls. Suspended from ropes, they spend day after day mining huge expanses of rock to find the tiniest amount of crystal. Reaching their quota seems impossible. The miners' only connection with their former lives is through a device that allows them to re-experience memories from their past. It's some comfort, but still they grow bitter and resentful. Then one miner detects a huge crystal, large enough to fulfill his quota, but not enough for them both. A fight to the death ensues as they hang from their ropes, using their drills as deadly weapons. One miner cuts the other's rope, sending him to a certain death. We do not see who lives and who dies.
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Quota
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