The Internet Remembers|海报/平面|广告营销案例【ADGuider广告指南】

互联网记得

案例简介：为什么这项工作与品牌体验和激活相关？互联网记忆是一项难以忽视的运动，其核心是经验。 DrinkWise的 “互联网记忆” 活动没有运行一个容易错过，被迅速遗忘的有关酒精节制的社交媒体消息，而是选择了一种更大胆，身体上，不容错过的策略: 在实际饮酒的时间和地点破坏澳大利亚人的饮酒行为。进入经常令人遗憾的圣诞节派对季节，在高峰时段，奇怪的是空的柱基被放置在饮酒热点周围。每个人都使用增强现实技术将夜晚出错的故事带回生活-在他们所有令人作呕的荣耀中。每个人都有一个简单的信息: “互联网记住，所以正确地喝酒”。背景澳大利亚年轻人的饮酒文化是一个重大的社会问题。虽然他们越来越多地选择节制，但18-24岁的人仍然是风险最高的饮酒者。其中28% 人声称经常喝5杯或更多的饮料。超过一半的人说他们喝酒只是为了喝醉。 2014，澳大利亚唯一致力于节制酒精的贸易机构DrinkWise发起了一项针对18-24岁澳大利亚人的行为改变运动: 如何正确饮酒。它没有挥动手指并告诉年轻的澳大利亚人不要喝酒，而是用粗鲁但幽默的方式鼓励他们喝 “classysy': 呼吁他们保留自己精心制作的个人品牌的愿望。但是这种反社会和鲁莽的饮酒行为仍在继续。因此，我们的目标是对夜间外出的行为产生更大的影响。描述创意 (投票20%) 互联网记得。看看你宁愿忘记的狗屎脸，回到AR的生活。为了证明互联网真正记得，我们将互联网上最醉酒的时刻永垂不朽，并将其永久在线。然后在关键的饮酒热点使用移动优先的增强现实体验将他们带入现实世界。将醉酒，深夜犯罪的两种武器-智能手机相机和互联网-变成适度教育的警示工具。像 “安娜的圣诞派对弹丸” 和 “乔什的瓷器之吻” 这样的故事，是由用户在一个奇怪的空的雕像式的柱基 (或过山车或海报) 上扫描代码来讲述的，以使青铜数字雕像和豪华但粗鲁的音频指南栩栩如生。以及关于如何避免出现类似情况的一点建议。开车回家，宿醉消失很久之后，对您声誉的损害将继续存在-在网上和记忆中不朽。描述策略 (投票20%) 我们发现，一种特殊的紧张情绪引起了年轻饮酒者的共鸣: 社会风险。认为您可能会损害与伴侣或潜在伴侣的所有重要关系。 39% 的饮酒者认为 “出丑” 是过度饮酒的最大风险，这与短期健康影响，呕吐和第二天不起作用相提并论。这种被视为 “傻瓜” 的风险也被认为比过度饮酒的长期影响更糟糕。这一代人认为您是一个糟糕的Instagram故事，远离声誉受损。但是喝了几杯之后，所有这些担忧都消失了。智能手机摄像头在犯罪时刻一见钟情。相反，我们的策略是打断年轻的澳大利亚人，提醒他们醉酒后的声誉可能会受到的风险和潜在损害-而他们实际上是在喝酒。描述执行情况 (投票30%) 第一阶段: 让年轻的澳大利亚人说话在经常令人遗憾的圣诞节聚会季节的2018年12月6日，在澳大利亚墨尔本的主要饮酒区散布着信息。再加上公关活动，让人们谈论过量饮酒，并通过Instagram故事和Facebook电影推出了关键故事的短片。第二阶段: 在高风险环境中放置我们让人们通过社交媒体故事和帖子访问激活网站。前往圣诞节活动的人们可以停下来与AR 'grog-horrors互动。第三阶段: 将其带入新的饮酒场合我们通过互动海报提醒人们在现场正确饮酒，杯垫被送到澳大利亚各地的场馆。在等待喝酒或聊天时，人们能够扫描杯垫背面的代码并与AR雕像互动。列出结果 (投票30%) 互联网记得在澳大利亚流行文化中被谈论过。 634单个媒体对电视，在线新闻，广播和传统媒体的影响。估计赢得了不到4,000,000个澳大利亚人。估计广告价值为540,413美元。积极提醒年轻的澳大利亚人，互联网记得超过200家酒吧，俱乐部和酒馆他坐过山车和海报。 812人参观了激活地点，通常是出去吃饭或外出过夜。超过6,500次现场访问，每次会议查看3个不同的 “状态”。大多数网站访问发生在饮酒时刻 (下午7点上午12点)。互联网记得让年轻的澳大利亚人在夜晚放慢脚步在参与竞选活动的人中: 80% 同意它鼓励他们考虑过度饮酒的后果， 36% 打算在某个场合适度饮酒

互联网记得

案例简介：Why is this work relevant for Brand Experience & Activation? The Internet Remembers is a hard-to-ignore campaign with experience at its heart. Rather than running an easily-missable, quickly-forgotten social media messaging about alcohol moderation, DrinkWise’s The Internet Remembers campaign opted for a bolder, physical, unmissable tactic: disrupting Australians’ drinking behaviour where and when they were actually drinking. Leading into the oft-regretted Christmas party season, curiously empty plinths were placed around drinking hotspots at peak times. Each used augmented reality to bring the tales of nights gone wrong back to life – in all their disgusting glory. Each with a simple message: “The Internet Remembers, so drink properly”. Background The drinking culture of young Australians is a major societal problem. While they’re choosing moderation more and more, 18–24 year old’s still remain the highest at-risk drinkers. 28% of them claim to drink 5 or more drinks on a regular occasion. And over half say they drink solely to get drunk. In 2014, DrinkWise—Australia’s only trade body dedicated to alcohol moderation—launched a behaviour-change campaign aimed at 18–24 year old Australians: How To Drink Properly. Rather than wagging a finger and telling young Aussies not to drink, it used crass but cutting humour to encourage them to drink ‘classy’: appealing to their desire to retain their well-crafted personal brand. But this antisocial and reckless drinking behaviour continues. And so, our objective was to make an ever bigger dent into the behaviour of a night out. Describe the creative idea (20% of vote) THE INTERNET REMEMBERS. See the shit-facery you’d rather forget, come back to life in AR. To prove the internet truly remembers, we immortalised the internet’s drunkest moments and housed them permanently online. Then brought them to life in the real world using a mobile-first augmented reality experience in key drinking hotspots. Turning the two weapons of drunken, late-night incrimination—smartphone cameras and the internet—into cautionary tools of moderation education. Tales like “Anna’s Xmas Party Projectile” and “Josh’s Porcelain Kiss”, were told by users scanning a code on a curiously empty, statuesque plinth (or coaster or poster) to bring to life a bronze digital statue and a posh-but-crass audio guide. As well as a little advice on how to avoid ending up in a similar situation. Driving home that, long after the hangover has faded, the damage to your reputation will live on – immortal online and in memory. Describe the strategy (20% of vote) We discovered that one particular tension struck a chord with younger drinkers: social risk. The thought that you could harm those all-important relationships with your mates or prospective partners. 39% of drinkers see ‘making a fool of myself’ as the biggest risk of excessive drinking, which is on par with short-term health effects, vomiting and not functioning the next day. This risk of being seen as a “fool” is also thought of as worse than the long-term effects of excessive drinking. This generation thinks you’re one bad Instagram story away from a ruined reputation. But after a few too many drinks, all those concerns go out the window. And smartphone cameras are whipped out first sight of an incriminating moment. Our strategy was instead to interrupt young Aussies with a reminder about the risk and potential damage to their reputation drunk-posting can have – while they were actually out drinking. Describe the execution (30% of vote) Phase One: Get young Aussies talking On the 6th of December 2018 in the lead-up to the oft-regretted Christmas Party season, plinths were message were scattered around key drinking precincts of Melbourne, Australia. This was coupled with a PR push to get people talking about drinking in excess, supported with short-form films of key stories pushed out via Instagram stories and Facebook film. Phase Two: Place in high-risk contexts We got people to visit the activation sites through social media stories and posts. People on their way to a Christmas event could stop by and interact with AR ‘grog-horrors’. Phase Three: Take it into new drinking occasions We reminded people to drink properly in-situ with interactive posters and coasters were sent out to venues around Australia. When waiting for a drink or chatting, people were able to scan codes on the back of coasters and interact with the AR statues. List the results (30% of vote) THE INTERNET REMEMBERS got talked about in Australia pop culture. 634 individual media impacts across TV, online news, radio and traditional press. Estimated earned reach of just under 4,000,000 Aussies. Representing an estimated advertising value of $540,413. Young Aussies were actively reminded that THE INTERNET REMEMBERS Over 200 bars, clubs and pubs housed the coasters and posters. 812 people visited the activation sites, generally going out to dinner or a night out. Over 6,500 site visits looking at 3 different ‘statues’ each session. Majority of website visits occurring during drinking moments (7pm – 12am). THE INTERNET REMEMBERS got young Aussies to slow down on a night out Of those that were exposed to the campaign: 80% agree that it encouraged them to consider the consequences of excessive drinking, And 36% intended to moderate their drinking on an occasion