STORIES FOR EVERY JOURNEY|短视频|广告营销案例【ADGuider广告指南】

每个旅程的故事

案例简介：简要解释我们需要激活一个品牌理念，在这个宝贵的观众最关注品牌体验的时候，这个理念可以推广澳航品牌。我们决定，我们想利用起飞和着陆之间的确切时间，利用这个促销空间，以一种亲密而有趣的方式与俘虏观众交谈。描述客户的简报这是澳大利亚最大的航空公司澳航如何重新成为澳大利亚优质航空公司的第一章。商业和一流行业的竞争越来越激烈。我们需要提醒我们的 4,000 名最有价值的常客，只有澳航为他们提供了无与伦比的服务水平; 无论他们去哪里，都是为他们的旅程量身定制的服务。设计过程共同的布局和受限的色彩口感确保了书籍在视觉上是大创意的一部分，同时保留了基于每个标题的个性，并根据澳航的关键路线进行了定制。使用 Olivetti 20世纪50年代的旧打字机作为书名，印刷术向里面的印刷页面点头。这个盒子被仔细地考虑了一下，感觉像是接受者想要保留的一个美丽而优雅的简单物品。纸张的文字感觉柔软干净，就像整个设计作品一样。我们想用简单优雅的设计创造一套漂亮的书籍，让这个想法得以延续。结果所以现在，当我们的白金一号常客从跑道旅行到跑道时，他们也会从一个地方旅行到另一个地方，享受飞行中的娱乐，这是他们旅行和独自旅行的完美选择。当其他人只是在出售飞机上的座位时，澳航正在提供前所未有的优质体验。鉴于这场运动最近已经开始，现在具体结果还为时过早。

每个旅程的故事

案例简介：Brief Explanation We needed to activate a brand idea that could promote the Qantas brand at a time when this precious audience was most engaged with the brand’s experience itself. We decided that we wanted to take advantage of the exact period between take off and landing and use that promotional space to talk to a captive audience in an intimate and entertaining way. Describe the brief from the client This is the first chapter in the story of how Qantas, Australia’s largest airline, is re-establishing itself as Australia’s premium airline. Competition across the business and first class sectors is getting fierce. We needed to remind our 4,000 most valued frequent flyers that only Qantas offered an unparalleled level of service for them; a service tailored to their journey, wherever they were going. Design Process A common layout and restricted colour palate ensured the books visually felt part of the big idea, while retaining an individuality based on each title and tailored to a key Qantas route. Using an old Olivetti 1950’s typewriter for the book titles, the typography nodded to the printed pages inside. The box was carefully considered, to feel like a beautiful and elegantly simple object the recipients would want to keep. The paper stock’s textual feel is soft and clean, like the design piece as a whole. We wanted to create a beautiful set of books with a simple, elegant design that allowed the idea to breathe. Results So now when our Platinum One Frequent Flyers travel from runway to runway, they also travel precisely from cover to cover, enjoying in-flight entertainment perfect for their journey, and their journey alone. When everyone else is just selling a seat on a plane, Qantas is delivering a premium experience that no other airline has ever delivered before. Given that the campaign went live recently, it is too early for specific results.