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发出哔声
案例简介：活动描述 有洞察力的骑自行车者在伦敦的交通中感到沮丧和恐惧。如果他们能把这种个人挫折变成一种数据驱动的运动，这将改善自行车运动员未来的处境，会怎么样？为此，我们需要一个移动通信工具，它不会让骑自行车的人感到分心或不安全。 creative IdeaWe 决定重新发明自行车铃铛，赋予它更多的功能，而不仅仅是惊人的声音。基于 Flic 按钮, 我们开发了一个铃铛，每次你推它时都给市长发一封电子邮件 -- 我们在我们竞选网站上的实时伦敦地图上绘制了这种沮丧的位置。当然铃声仍然响起，但现在通过你的智能手机。与我们的合作伙伴 MyNewsdesk 一起，我们与伦敦自行车运动合作，向骑自行车的人分发了 500 份 flics。真正的魔力是给所有骑自行车的人 执行 数据收集和目标受众对 Aviva 五年的警察道路交通事故数据 * 的研究表明，在 2009年至 22,988 年期间，M25 内有 2013 起涉及骑自行车的汽车事故 -- 每天超过 12 起。所以对于我们的目标观众，骑自行车的人来说，伦敦路上的安全是一个真正的问题。与平台相关在自行车上发出哔哔声时收集的数据在我们的竞选网站上实时显示，并通过全球定位系统在我们的伦敦地图上定位 (除了被发推特并通过电子邮件发送给市长)。为了减缓越来越多的交通事故，包括骑自行车的人，我们需要团结社区，影响城市的政治家。为了实现这一目标，我们需要将单骑自行车的人转变成一个运动，在线连接。使用 Flic 技术，我们开发了一个移动应用程序，允许每次点击我们的蓝牙连接的 “自行车铃”，1) 定位在活动网站上的实时交互式地图上，2) tweet 一个挫折-tweet 和 3)给市长办公室发一封电子邮件，提醒他早些时候承诺改善伦敦自行车基础设施。嗯，当然听起来也不错，但现在通过智能手机。我们没有使用付费媒体 -- 整个预算都用于战略、创意、制作和媒体推广。我们采购了 500 个自行车铃铛，开发了一个自行车铃铛功能应用程序，建立了一个竞选网站，录制了一部竞选电影 (Youtube) 与伦敦自行车运动一起，在大伦敦地区分发自行车铃铛，并进行了广泛的媒体宣传。竞选活动从 2016年6月7日开始，一直持续到 7月6日,当我们收到伦敦市长办公室的一封正式信件时。
发出哔声
案例简介：CampaignDescription InsightCyclists feel frustration and fear in the London traffic. What if they could turn this personal frustration into a data driven movement that would improve the cyclist’s situation in the future? For that, we would need a mobile communications tool that didn’t feel distracting or unsafe to the cyclist when on the bike.Creative IdeaWe decided to re-invent the bicycle bell, giving it more features than just an alarming sound. Based on a Flic button, we developed a bell that sent an email to the mayor every time you pushed it – and we plotted out the location of this frustration on a real time London map on our campaign site. Of course the bell still sounded, but now through your smart phone. Together with our partner MyNewsdesk, we teamed up with London Cycling Campaign and handed out 500 flics to cyclists. The real magic was giving all the single cyclists Execution Data gathering and target audienceResearch of five years’ worth of police road traffic accident data* by Aviva shows that there were 22,988 motor accidents involving cyclists inside the M25 between 2009 and 2013 – more than 12 every day. So for our target audience, cyclists, safety on the London road was a real problem. Relevance to platformThe data collected from giving a beep on the bicycles, were displayed in real time on our campaign site and positioned through GPS on our London map (besides being tweeted out and emailed to the Mayor). ApproachTo slow down the increasing amounts of traffic accidents, involving cyclists, we would need to unite the community and influence the city’s politicians. And for that to happen, we need to transform single cyclists into a movement, connected online.Using Flic technology, we developed a mobile app allowing each click on our bluetooth connected “bike bell “ to be 1) geo-positioned on a realtime interactive map available at the campaign site, 2) tweet a frustration-tweet and 3) send an email to the Mayor´s office, reminding him on his earlier pledge to improve London cycling infrastructure. Well, it also sounded of course, but now through the smart phone.We used no paid media – the whole budget went to strategy, creative, production and media outreach. We sourced 500 bike bells, developed an app for the bike bell´s functionality, built a campaign site, recorded a campaign film (Youtube) and together with London Cyclist campaign distributed bike bells all over the greater London area and made an extensive earned media outreach.The campaign started June 7th 2016 and ran until July 6th, when we received an official letter from the London Mayor's office.
Give A Beep
案例简介：活动描述 有洞察力的骑自行车者在伦敦的交通中感到沮丧和恐惧。如果他们能把这种个人挫折变成一种数据驱动的运动，这将改善自行车运动员未来的处境，会怎么样？为此，我们需要一个移动通信工具，它不会让骑自行车的人感到分心或不安全。 creative IdeaWe 决定重新发明自行车铃铛，赋予它更多的功能，而不仅仅是惊人的声音。基于 Flic 按钮, 我们开发了一个铃铛，每次你推它时都给市长发一封电子邮件 -- 我们在我们竞选网站上的实时伦敦地图上绘制了这种沮丧的位置。当然铃声仍然响起，但现在通过你的智能手机。与我们的合作伙伴 MyNewsdesk 一起，我们与伦敦自行车运动合作，向骑自行车的人分发了 500 份 flics。真正的魔力是给所有骑自行车的人 执行 数据收集和目标受众对 Aviva 五年的警察道路交通事故数据 * 的研究表明，在 2009年至 22,988 年期间，M25 内有 2013 起涉及骑自行车的汽车事故 -- 每天超过 12 起。所以对于我们的目标观众，骑自行车的人来说，伦敦路上的安全是一个真正的问题。与平台相关在自行车上发出哔哔声时收集的数据在我们的竞选网站上实时显示，并通过全球定位系统在我们的伦敦地图上定位 (除了被发推特并通过电子邮件发送给市长)。为了减缓越来越多的交通事故，包括骑自行车的人，我们需要团结社区，影响城市的政治家。为了实现这一目标，我们需要将单骑自行车的人转变成一个运动，在线连接。使用 Flic 技术，我们开发了一个移动应用程序，允许每次点击我们的蓝牙连接的 “自行车铃”，1) 定位在活动网站上的实时交互式地图上，2) tweet 一个挫折-tweet 和 3)给市长办公室发一封电子邮件，提醒他早些时候承诺改善伦敦自行车基础设施。嗯，当然听起来也不错，但现在通过智能手机。我们没有使用付费媒体 -- 整个预算都用于战略、创意、制作和媒体推广。我们采购了 500 个自行车铃铛，开发了一个自行车铃铛功能应用程序，建立了一个竞选网站，录制了一部竞选电影 (Youtube) 与伦敦自行车运动一起，在大伦敦地区分发自行车铃铛，并进行了广泛的媒体宣传。竞选活动从 2016年6月7日开始，一直持续到 7月6日,当我们收到伦敦市长办公室的一封正式信件时。
Give A Beep
案例简介：CampaignDescription InsightCyclists feel frustration and fear in the London traffic. What if they could turn this personal frustration into a data driven movement that would improve the cyclist’s situation in the future? For that, we would need a mobile communications tool that didn’t feel distracting or unsafe to the cyclist when on the bike.Creative IdeaWe decided to re-invent the bicycle bell, giving it more features than just an alarming sound. Based on a Flic button, we developed a bell that sent an email to the mayor every time you pushed it – and we plotted out the location of this frustration on a real time London map on our campaign site. Of course the bell still sounded, but now through your smart phone. Together with our partner MyNewsdesk, we teamed up with London Cycling Campaign and handed out 500 flics to cyclists. The real magic was giving all the single cyclists Execution Data gathering and target audienceResearch of five years’ worth of police road traffic accident data* by Aviva shows that there were 22,988 motor accidents involving cyclists inside the M25 between 2009 and 2013 – more than 12 every day. So for our target audience, cyclists, safety on the London road was a real problem. Relevance to platformThe data collected from giving a beep on the bicycles, were displayed in real time on our campaign site and positioned through GPS on our London map (besides being tweeted out and emailed to the Mayor). ApproachTo slow down the increasing amounts of traffic accidents, involving cyclists, we would need to unite the community and influence the city’s politicians. And for that to happen, we need to transform single cyclists into a movement, connected online.Using Flic technology, we developed a mobile app allowing each click on our bluetooth connected “bike bell “ to be 1) geo-positioned on a realtime interactive map available at the campaign site, 2) tweet a frustration-tweet and 3) send an email to the Mayor´s office, reminding him on his earlier pledge to improve London cycling infrastructure. Well, it also sounded of course, but now through the smart phone.We used no paid media – the whole budget went to strategy, creative, production and media outreach. We sourced 500 bike bells, developed an app for the bike bell´s functionality, built a campaign site, recorded a campaign film (Youtube) and together with London Cyclist campaign distributed bike bells all over the greater London area and made an extensive earned media outreach.The campaign started June 7th 2016 and ran until July 6th, when we received an official letter from the London Mayor's office.
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