本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
100% 真实虚拟现实
案例简介：战略 我们的核心任务是说服观众尝试一下旧爱尔兰啤酒，因为第一次试验对于采用新的精酿啤酒至关重要。我们开始研究格鲁吉亚人对爱尔兰的看法，以了解他们如何将旧爱尔兰视为爱尔兰品牌。事实证明，爱尔兰与激烈的饮酒经历和过于男性化的乐趣观念密切相关。因此，我们试图让我们对国家的代表性接近观众的期望。大多数啤酒爱好者活跃在社交媒体上，直接接触病毒内容，这就是为什么我们需要一个强有力的故事来激发对品牌的兴趣。在实验过程中，我们让普通人参与进来，并利用他们的反应接触啤酒爱好者，希望得到他们的关注。 概要 老爱尔兰 -- 一种新的精酿啤酒，100% 真正的爱尔兰配方，带着 “发现爱尔兰的真正味道” 的承诺进入格鲁吉亚市场。问题是，乔治亚州的每一则啤酒广告听起来都是这样的 -- “真正的巴伐利亚传奇”，“德国生活的味道”,探索真正的捷克风味 ”.厌倦了夸张的广告口号, 格鲁吉亚啤酒爱好者对另一种新产品持极其怀疑的态度，这种新产品的口号是他们以前在一个拥挤的市场上听过百万次的，有 50 多个啤酒品牌在争夺他们的注意力。目标: 我们需要从竞争对手中脱颖而出，吸引当地观众,给他们一个尝试老爱尔兰人的理由。 执行 我们在第比利斯的街道上拍摄了这个实验 -- 我们让普通人去虚拟爱尔兰之旅，去一个典型的虚拟现实爱尔兰酒吧, 几秒钟后，我们的团队就在他们眼前建造了一家真正的爱尔兰酒吧。真正的酒吧里挤满了模仿格鲁吉亚人对爱尔兰的看法的演员和大量的啤酒。3月18日，这一特技视频发布在爱尔兰老 Facebook 页面上，投放预算适中。 结果 成千上万的兴奋评论充斥着我们的 Facebook 页面: “如果我喝啤酒，那一定是老爱尔兰人”: D 这个广告太酷了: D 我要开始喝啤酒了! “啊，这太棒了!这让我想跑到商店去找老爱尔兰人。 “这个广告值得我也试试啤酒: dd” “天才:) 公关工作得很好，现在我想试试啤酒……” “哦, 多么甜蜜的广告 <3 我想在创纪录的 72 小时内尝试古老的爱尔兰 <3 "100万次观看,覆盖格鲁吉亚一半以上的互联网用户。目前有 1,559,141 个视图，114,600 个正面反应。一款完全不知名的精酿啤酒在上市后的第一个月就售出了 515,698 升，是计划销量的 205%。 活动描述 我们相信，承诺必须是真实的。为了向啤酒爱好者证明老爱尔兰语的真正含义，我们决定展示我们承诺 “发现爱尔兰的真正味道” 背后的真正含义，并让这些词 100% 真实。我们想给格鲁吉亚带来真正的爱尔兰体验。由于传送仍然不是一个负担得起的选择，我们选择了使用虚拟现实，另一个过度使用的广告工具，并给了它一个非常真实的转折: 带人们去爱尔兰乡村，都柏林, 还有一个典型的爱尔兰酒吧虽然我们在他们周围建造了一家真正的爱尔兰酒吧 -- 充满了真正的爱尔兰精神，以帮助格鲁吉亚人发现爱尔兰的真正味道。 相关性 使用新技术，我们设法将文化启发的洞察力融入到有形的品牌体验中，这是当地啤酒爱好者尝试我们产品的真实故事。一个完全未知的精酿啤酒品牌用一件品牌内容积累了创纪录的积极参与 -- 在一个晚上有机地接触了 500,000 多名格鲁吉亚人。
100% 真实虚拟现实
案例简介：Strategy Our core mission was convince the audience to give Old Irish a try, since first trial is critical in adopting a new craft beer. We started work with researching what Georgians think about Ireland to gain insight about how would they perceive Old Irish as an Irish brand. It turned out that Ireland is closely associated with intense drinking experiences and overly masculine ideas of fun. As a result we tried to keep our representation of the country close to audience expectations.Majority of beer lovers are active on social media in direct contact with viral content, that’s why we needed a powerful story to arouse interest in the brand. We engaged ordinary people during the experiment, and used their reactions to reach out to beer lovers, hoping to get their attention. Synopsis Old Irish - a new craft beer with 100% real Irish recipe is entering the Georgian market with a promise: “Discover the real taste of Ireland”.The problem is that literally every second beer ad in Georgia sounds just like that - "Real Bavarian legend", "A taste of German life", "Explore true Czech flavour"...Fed up with exaggerated advertising slogans, Georgian beer lovers are extremely skeptical about about yet another new product with a slogan they’ve heard a million times before on a crowded market with more than 50 beer brands competing for their attention.Objective: we need to stand out from the competitors, engage local audience, and give them a reason to try Old Irish. Execution We filmed the experiment in the streets of Tbilisi - we offered ordinary people to take a virtual tour of Ireland and go to a typical Irish pub in Virtual Reality, while in a matter of seconds our crew built a real Irish pub right in front of their eyes. The real pub was full of actors impersonating how Georgians perceive Ireland and lots of beer.The video of the stunt was posted on Old Irish Facebook page on March 18 with modest placement budget. Outcome Thousands of excited comments flooded our Facebook page: “If I drink beer, it’s gotta be Old Irish”“:D This ad is so cool :D I’m going to start drinking beer!”“Aww, this is so awesome ^^! It makes me want to run down to the store and get Old Irish.”“This ad deserves I try the beer too :dd”“Genius :) PR works fine, now I wanna try the beer…”“Oh, what a sweet sweet ad <3 I want to try Old Irish <3”1 million views in a record 72 hours, reaching more than a half of all Internet users in Georgia. 1,559,141 views up to present with 114,600 positive reactions. Story was instantly picked up by international media.A totally unknown craft beer sold 515,698 liters during the first month after launch is 205% of the planned amount. Campaign Description We believe, promises need to be real. To prove to beer lovers Old Irish really means what it says, we decided to demonstrate true meaning behind our promise “discover the real taste of Ireland”, and make these words 100% real.We wanted to actually bring a genuine Irish experience to Georgia. Since teleportation is still not an affordable option, we chose use Virtual Reality, another overused advertising tool and gave it a very real twist: taking people on a virtual journey to Irish countryside, Dublin, and a typical Irish pub, while we built an actual Irish pub around them - full of real Irish spirit to help Georgians discover what Ireland really tastes like. Relevancy Using new technology, we managed to adapt culturally inspired insight into a tangible branded experience, a true story for local beer lovers to try our product. A totally unknown craft beer brand amassed record amount of positive engagement with a single piece branded content - organically reaching more than 500,000 Georgians in one evening.
100% Real Virtual Reality
案例简介：战略 我们的核心任务是说服观众尝试一下旧爱尔兰啤酒，因为第一次试验对于采用新的精酿啤酒至关重要。我们开始研究格鲁吉亚人对爱尔兰的看法，以了解他们如何将旧爱尔兰视为爱尔兰品牌。事实证明，爱尔兰与激烈的饮酒经历和过于男性化的乐趣观念密切相关。因此，我们试图让我们对国家的代表性接近观众的期望。大多数啤酒爱好者活跃在社交媒体上，直接接触病毒内容，这就是为什么我们需要一个强有力的故事来激发对品牌的兴趣。在实验过程中，我们让普通人参与进来，并利用他们的反应接触啤酒爱好者，希望得到他们的关注。 概要 老爱尔兰 -- 一种新的精酿啤酒，100% 真正的爱尔兰配方，带着 “发现爱尔兰的真正味道” 的承诺进入格鲁吉亚市场。问题是，乔治亚州的每一则啤酒广告听起来都是这样的 -- “真正的巴伐利亚传奇”，“德国生活的味道”,探索真正的捷克风味 ”.厌倦了夸张的广告口号, 格鲁吉亚啤酒爱好者对另一种新产品持极其怀疑的态度，这种新产品的口号是他们以前在一个拥挤的市场上听过百万次的，有 50 多个啤酒品牌在争夺他们的注意力。目标: 我们需要从竞争对手中脱颖而出，吸引当地观众,给他们一个尝试老爱尔兰人的理由。 执行 我们在第比利斯的街道上拍摄了这个实验 -- 我们让普通人去虚拟爱尔兰之旅，去一个典型的虚拟现实爱尔兰酒吧, 几秒钟后，我们的团队就在他们眼前建造了一家真正的爱尔兰酒吧。真正的酒吧里挤满了模仿格鲁吉亚人对爱尔兰的看法的演员和大量的啤酒。3月18日，这一特技视频发布在爱尔兰老 Facebook 页面上，投放预算适中。 结果 成千上万的兴奋评论充斥着我们的 Facebook 页面: “如果我喝啤酒，那一定是老爱尔兰人”: D 这个广告太酷了: D 我要开始喝啤酒了! “啊，这太棒了!这让我想跑到商店去找老爱尔兰人。 “这个广告值得我也试试啤酒: dd” “天才:) 公关工作得很好，现在我想试试啤酒……” “哦, 多么甜蜜的广告 <3 我想在创纪录的 72 小时内尝试古老的爱尔兰 <3 "100万次观看,覆盖格鲁吉亚一半以上的互联网用户。目前有 1,559,141 个视图，114,600 个正面反应。一款完全不知名的精酿啤酒在上市后的第一个月就售出了 515,698 升，是计划销量的 205%。 活动描述 我们相信，承诺必须是真实的。为了向啤酒爱好者证明老爱尔兰语的真正含义，我们决定展示我们承诺 “发现爱尔兰的真正味道” 背后的真正含义，并让这些词 100% 真实。我们想给格鲁吉亚带来真正的爱尔兰体验。由于传送仍然不是一个负担得起的选择，我们选择了使用虚拟现实，另一个过度使用的广告工具，并给了它一个非常真实的转折: 带人们去爱尔兰乡村，都柏林, 还有一个典型的爱尔兰酒吧虽然我们在他们周围建造了一家真正的爱尔兰酒吧 -- 充满了真正的爱尔兰精神，以帮助格鲁吉亚人发现爱尔兰的真正味道。 相关性 使用新技术，我们设法将文化启发的洞察力融入到有形的品牌体验中，这是当地啤酒爱好者尝试我们产品的真实故事。一个完全未知的精酿啤酒品牌用一件品牌内容积累了创纪录的积极参与 -- 在一个晚上有机地接触了 500,000 多名格鲁吉亚人。
100% Real Virtual Reality
案例简介：Strategy Our core mission was convince the audience to give Old Irish a try, since first trial is critical in adopting a new craft beer. We started work with researching what Georgians think about Ireland to gain insight about how would they perceive Old Irish as an Irish brand. It turned out that Ireland is closely associated with intense drinking experiences and overly masculine ideas of fun. As a result we tried to keep our representation of the country close to audience expectations.Majority of beer lovers are active on social media in direct contact with viral content, that’s why we needed a powerful story to arouse interest in the brand. We engaged ordinary people during the experiment, and used their reactions to reach out to beer lovers, hoping to get their attention. Synopsis Old Irish - a new craft beer with 100% real Irish recipe is entering the Georgian market with a promise: “Discover the real taste of Ireland”.The problem is that literally every second beer ad in Georgia sounds just like that - "Real Bavarian legend", "A taste of German life", "Explore true Czech flavour"...Fed up with exaggerated advertising slogans, Georgian beer lovers are extremely skeptical about about yet another new product with a slogan they’ve heard a million times before on a crowded market with more than 50 beer brands competing for their attention.Objective: we need to stand out from the competitors, engage local audience, and give them a reason to try Old Irish. Execution We filmed the experiment in the streets of Tbilisi - we offered ordinary people to take a virtual tour of Ireland and go to a typical Irish pub in Virtual Reality, while in a matter of seconds our crew built a real Irish pub right in front of their eyes. The real pub was full of actors impersonating how Georgians perceive Ireland and lots of beer.The video of the stunt was posted on Old Irish Facebook page on March 18 with modest placement budget. Outcome Thousands of excited comments flooded our Facebook page: “If I drink beer, it’s gotta be Old Irish”“:D This ad is so cool :D I’m going to start drinking beer!”“Aww, this is so awesome ^^! It makes me want to run down to the store and get Old Irish.”“This ad deserves I try the beer too :dd”“Genius :) PR works fine, now I wanna try the beer…”“Oh, what a sweet sweet ad <3 I want to try Old Irish <3”1 million views in a record 72 hours, reaching more than a half of all Internet users in Georgia. 1,559,141 views up to present with 114,600 positive reactions. Story was instantly picked up by international media.A totally unknown craft beer sold 515,698 liters during the first month after launch is 205% of the planned amount. Campaign Description We believe, promises need to be real. To prove to beer lovers Old Irish really means what it says, we decided to demonstrate true meaning behind our promise “discover the real taste of Ireland”, and make these words 100% real.We wanted to actually bring a genuine Irish experience to Georgia. Since teleportation is still not an affordable option, we chose use Virtual Reality, another overused advertising tool and gave it a very real twist: taking people on a virtual journey to Irish countryside, Dublin, and a typical Irish pub, while we built an actual Irish pub around them - full of real Irish spirit to help Georgians discover what Ireland really tastes like. Relevancy Using new technology, we managed to adapt culturally inspired insight into a tangible branded experience, a true story for local beer lovers to try our product. A totally unknown craft beer brand amassed record amount of positive engagement with a single piece branded content - organically reaching more than 500,000 Georgians in one evening.
100% 真实虚拟现实
暂无简介
100% Real Virtual Reality
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
