Museum Of Feelings|短视频|广告营销案例【ADGuider广告指南】

感情博物馆

案例简介：执行无品牌的5300平方英尺的结构是由罗克韦尔集团，激进媒体和泰特现代开发的。一个简单而现代的设计被用来通过多感官，气味灵感的展品来驱动兴趣，意识和游客流量。它的外观在白天或晚上都同样具有戏剧性，并使用自定义算法像情绪环一样显示曼哈顿的感觉。体验的高潮是一个零售空间，在定制的Chromat衣柜中充满了品牌大使，以及策划的香水，邀请进一步的互动和探索。互动的气味表邀请游客以触觉和个人的方式体验气味。定制产品采用优雅但低调的包装，将蜡烛变成了设计对象。Feelings博物馆的高度美学设计使体验令人难忘，可分享，最重要的是，为世界提供了一种新的方式来看待Glade。战略情感博物馆被组织成五个独特的实验区，灵感来自五个香水家庭及其相应的情感。它带游客经过精心设计的多感官体验，灵感来自香水。一个简单而现代的设计美学被用来吸引阴谋，探索和关注互动元素。颜色，形状和图像被用来表达情感，而不必依赖于措辞。使用的每个设计元素都是有目的的，旨在增强体验，并连接整个活动的接触点。结果获得的媒体印象使高目标翻了一番，达到892MM，总媒体放置次数超过31,003次。58,858名参观者参加了; 一些人排队等候了四个多小时，整个博物馆平均花费了37分钟。现场和在线创建了44m MoodLens自拍照。情感体验博物馆使Glade品牌成为纽约市的流行文化现象。名利场称其为 “顶级度假胜地之一”，并由Vice，Conde Nast Traveler和Fast Company进行了报道。推出后的几天，我们的博物馆引发了关于史密森尼和《纽约时报》上的文章所推动的博物馆不断发展的性质的辩论。综合活动和沉浸式数字和模拟体验震撼了博物馆文化机构的原型，并为世界提供了探索Glade品牌的相关新方式。概要我们需要通过向公众提供一种体验品牌和核心产品香水的新方式，为这个老化的60年Glade品牌注入新的活力。为了证明香水能唤起人们的情感，我们建立了一个由香水策划的博物馆，并邀请我们的千禧一代目标走进去，将他们的感受转化为艺术。活动描述在当今世界，人们比以往任何时候都更加麻木不分。事实上，我们46% 人今天甚至不会感受到一种积极的情绪。因此，空气护理品牌Glade着手通过使用技术和气味的力量将人们与情感重新联系起来来改变这一切。你看，情感和气味之间有很强的联系。事实上，气味实际上可以改变我们的感觉。Glade不仅想展示这种联系，还想将其与情感博物馆一起展示，这是第一个对游客情感做出反应的博物馆。博物馆内的每个装置都邀请了人类互动，并在视觉上将情感转化为动态的数字艺术。这场运动不仅使人们想起了气味的鼓舞人心的力量，而且使人们再次感受到林间空地。

感情博物馆

案例简介：Execution The unbranded 5300 square foot structure was developed with Rockwell Group, Radical Media and Tait Modern. A simple, yet modern design was utilized to drive interest, awareness and visitor traffic through multi-sensorial, scent-inspired exhibits. Its exterior was equally dramatic day or night and used a custom algorithm to display the feelings of Manhattan like a mood ring. The experience culminated with a retail space filled with brand ambassadors in custom Chromat wardrobes, as well as curated fragrances that invited further interaction and exploration. An interactive scent table invited visitors to experience scent in a tactile and personal way. Custom products in elegant, yet understated packaging transformed candles into design objects. The Museum of Feelings’ high-aesthetic design made the experience memorable, shareable, and most importantly, gave the world a new way to look at Glade. Strategy The Museum of Feelings was organized into five unique experimental zones inspired by five fragrance families and their corresponding emotions. It took visitors through a thoughtfully choreographed arc of multi-sensorial experiences inspired by fragrance. A simple, yet modern design aesthetic was utilized throughout to invite intrigue, exploration and put focus on the interactive elements. Color, shape and iconography were used to express emotion without having to rely on verbiage. Every design element utilized was purposeful and made to enhance the experience, as well as connect touch points across the campaign. Outcome Earned media impressions doubled high goals reaching 892MM+ with over 31,003 total media placements. 58,858 visitors attended; some waiting for over four hours in line, and spent an average of 37 minutes throughout the museum. 44M MoodLens selfies were created onsite and online. The Museum of Feelings experience made the Glade brand a pop-culture phenomenon in NYC. Vanity Fair called it ‘One of the Top Holiday Attractions,’ and it was covered by Vice, Conde Nast Traveler and Fast Company. Days after its launch, our Museum sparked a debate about the evolving nature of museums fed by articles in The Smithsonian and The New York Times. The integrated campaign and immersive digital and analog experience shook the archetype of the cultural institution of museums and gave the world a relevant new way to explore the Glade brand. Synopsis We needed to breathe new life into the aging 60-year old Glade brand by offering the public a new way to experience the brand and core product, fragrance. To prove, first hand, fragrance evokes emotions, we built a museum curated by scent and invited our Millennial target to step inside and turn their feelings into art. Campaign Description In today’s world, people are more desensitized than ever before. In fact, 46% of us won’t even feel one positive emotion today. So Glade, an Air Care brand, set out to change all that by reconnecting people with their emotions using technology and the power of scent. You see, there’s a powerful connection between emotion and scent. In fact, scent can actually change the way we feel. Glade wanted to not only demonstrate this connection, but also put it on display with the Museum of Feelings, the first museum that reacted to its visitors’ emotions. Each installation within the museum invited human interaction and visually transformed emotions into dynamic digital art. The campaign not only reminded people of the inspiring power of scent, but made people feel again with Glade.