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Tinnyvision
案例简介：简要解释 Tinnyvision，一群家伙 snapchating 他们的 stoner 会话。添加它们，他们会给你发快照。看，然后他们走了。没有罪证。观众在一天内通过 Snapchat 与电影互动。在一系列简短的快照中，追随者被那些被石头砸死的人所娱乐，他们的反应越来越慢。11 张照片后，他们吃零食，决定开车去。在回家的路上，一个女孩走出来。司机反应很慢。他打了她。她碰到挡风玻璃。观众在收到最后一张照片之前会抓狂一分钟，上面写着，“被石头砸死的司机反应更慢。” 机密信息 在发布时，Snapchat 并不是为了迎合品牌内容。Tinnyvision 在两个方面违反了 Snapchat 的使用条款。首先，我们的快照不是活的。我们提前拍摄，并在每个新观众随后的一天将一系列快照发送给他们。为了看起来真实，快照被提示在与视频中一天中的时间相匹配的时间发送。其次，我们使用 Snapchat 来保存品牌信息。在发布的时候，这不是他们提供的东西。我们通过直接与 Snapchat 合作来协商一个独特的、免费的用例，克服了这两个障碍。 条目摘要 50,000 年轻的新西兰人承认开车被石头砸死。他们不想听到大麻减缓反应，让驾驶变得危险。当他们从政府那里听到这一点时，他们会拒绝。我们需要让他们感兴趣和投资。这样他们就会真正考虑这个信息。屏幕内容是正确的选择，但是年轻的新西兰人不看电视。我们必须在他们实际使用的屏幕上找到他们。因为 Tinnyvsion 不得不看到一群家伙在聊天，传统媒体渠道已经停止了。为什么一群年轻人会购买广告空间来宣传他们的非法行为？我们的观众会闻到老鼠的味道!相反，我们采取了一种本土的方法，让那些值得信赖的网站编辑在 Tinnyvision 之后签名。主题是一个障碍。为了真实，我们的故事必须包括对非法吸毒的现实描述。大麻在新西兰是非法的。在传统媒体中，这将是新西兰政府机构无法佩戴的风险。Snapchat，就其本质而言，为我们提供了一个很好的解决方案。快照是飘渺的。看到他们一次，他们走了。没有犯罪证据!
Tinnyvision
案例简介：Brief Explanation Tinnyvision, a group of guys Snapchatting their stoner sessions. Add them, they’ll send you snaps. Watch, then they’re gone. No incriminating evidence.Viewers interacted with the films on Snapchat over the course of a day. In a series of short snaps followers were entertained by the guys getting stoned, and their reactions getting slow. 11 snaps later, they get the munchies and decide to go for a drive. On the way home, a girl walks out. The driver is slow to react. He hits her. She hits the windscreen. Hard.Viewers are left to freak out for a minute before receiving one final snap that simply reads, ‘Stoned drivers are slower to react.’ Confidential Information At the time of launch, Snapchat wasn’t really set up to cater to branded content. Tinnyvision was in breach of Snapchat’s terms of use on two fronts. Firstly our snaps were not live. We shot in advance and sent the series of snaps to each new viewer on the day they followed. To appear authentic, snaps were cued to send at a time that matched the time of day in the video. Secondly, we were using Snapchat to hold a branded message. At the time of launch, this was not something they offered.We overcame these two hurdles by working directly with Snapchat to negotiate a unique, free, use case. Entry Summary 50,000 young kiwis admit to driving stoned. They don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out. We needed to get them interested and invested. So that they would actually consider the message. Screen content was the right choice, but young Kiwi guys don’t watch TV. We had to reach them on a screen they actually used.Because Tinnyvsion had to come across as a group of guys Snapchatting their stoner sessions, traditional media channels were out. Why would a bunch of young guys buy ad space to publicise their illegal behavior? Our audience would smell a rat! Instead, we took a native approach and got the trusted editors of the sites stoners hang out on to endorse following Tinnyvision.The subject matter presented a hurdle. To be authentic, our story had to include realistic depictions of illegal drug use. Marijuana is illegal in NZ. In traditional mediums, this would be a risk a New Zealand government agency could not wear. Snapchat, by its very nature, provided us a great solution. Snaps are ethereal. View them once, and their gone. No incriminating evidence!
Tinnyvision
案例简介：简要解释 Tinnyvision，一群家伙 snapchating 他们的 stoner 会话。添加它们，他们会给你发快照。看，然后他们走了。没有罪证。观众在一天内通过 Snapchat 与电影互动。在一系列简短的快照中，追随者被那些被石头砸死的人所娱乐，他们的反应越来越慢。11 张照片后，他们吃零食，决定开车去。在回家的路上，一个女孩走出来。司机反应很慢。他打了她。她碰到挡风玻璃。观众在收到最后一张照片之前会抓狂一分钟，上面写着，“被石头砸死的司机反应更慢。” 机密信息 在发布时，Snapchat 并不是为了迎合品牌内容。Tinnyvision 在两个方面违反了 Snapchat 的使用条款。首先，我们的快照不是活的。我们提前拍摄，并在每个新观众随后的一天将一系列快照发送给他们。为了看起来真实，快照被提示在与视频中一天中的时间相匹配的时间发送。其次，我们使用 Snapchat 来保存品牌信息。在发布的时候，这不是他们提供的东西。我们通过直接与 Snapchat 合作来协商一个独特的、免费的用例，克服了这两个障碍。 条目摘要 50,000 年轻的新西兰人承认开车被石头砸死。他们不想听到大麻减缓反应，让驾驶变得危险。当他们从政府那里听到这一点时，他们会拒绝。我们需要让他们感兴趣和投资。这样他们就会真正考虑这个信息。屏幕内容是正确的选择，但是年轻的新西兰人不看电视。我们必须在他们实际使用的屏幕上找到他们。因为 Tinnyvsion 不得不看到一群家伙在聊天，传统媒体渠道已经停止了。为什么一群年轻人会购买广告空间来宣传他们的非法行为？我们的观众会闻到老鼠的味道!相反，我们采取了一种本土的方法，让那些值得信赖的网站编辑在 Tinnyvision 之后签名。主题是一个障碍。为了真实，我们的故事必须包括对非法吸毒的现实描述。大麻在新西兰是非法的。在传统媒体中，这将是新西兰政府机构无法佩戴的风险。Snapchat，就其本质而言，为我们提供了一个很好的解决方案。快照是飘渺的。看到他们一次，他们走了。没有犯罪证据!
Tinnyvision
案例简介：Brief Explanation Tinnyvision, a group of guys Snapchatting their stoner sessions. Add them, they’ll send you snaps. Watch, then they’re gone. No incriminating evidence.Viewers interacted with the films on Snapchat over the course of a day. In a series of short snaps followers were entertained by the guys getting stoned, and their reactions getting slow. 11 snaps later, they get the munchies and decide to go for a drive. On the way home, a girl walks out. The driver is slow to react. He hits her. She hits the windscreen. Hard.Viewers are left to freak out for a minute before receiving one final snap that simply reads, ‘Stoned drivers are slower to react.’ Confidential Information At the time of launch, Snapchat wasn’t really set up to cater to branded content. Tinnyvision was in breach of Snapchat’s terms of use on two fronts. Firstly our snaps were not live. We shot in advance and sent the series of snaps to each new viewer on the day they followed. To appear authentic, snaps were cued to send at a time that matched the time of day in the video. Secondly, we were using Snapchat to hold a branded message. At the time of launch, this was not something they offered.We overcame these two hurdles by working directly with Snapchat to negotiate a unique, free, use case. Entry Summary 50,000 young kiwis admit to driving stoned. They don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out. We needed to get them interested and invested. So that they would actually consider the message. Screen content was the right choice, but young Kiwi guys don’t watch TV. We had to reach them on a screen they actually used.Because Tinnyvsion had to come across as a group of guys Snapchatting their stoner sessions, traditional media channels were out. Why would a bunch of young guys buy ad space to publicise their illegal behavior? Our audience would smell a rat! Instead, we took a native approach and got the trusted editors of the sites stoners hang out on to endorse following Tinnyvision.The subject matter presented a hurdle. To be authentic, our story had to include realistic depictions of illegal drug use. Marijuana is illegal in NZ. In traditional mediums, this would be a risk a New Zealand government agency could not wear. Snapchat, by its very nature, provided us a great solution. Snaps are ethereal. View them once, and their gone. No incriminating evidence!
Tinnyvision
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Tinnyvision
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基本信息
- 广告战役： #New Zealand Transport Agency-推广与活动-8e12#
- 广告品牌： New Zealand Transport Agency
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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