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声音改变一切
案例简介：BBR 萨奇 & 萨奇自豪地提出: 贝科尔: “声音改变了一切” 旨在测试听力的点击诱饵运动 视频静音的脸谱一代 我们都成了点击诱饵的猎物。在我们的 Facebook 订阅源中，那些看起来无害的小帖子带有 “有趣” 的标题，这些标题是为了打击横幅失明。我们大多数人都忍不住点击，这通常会导致点击率的两位数提升。 考虑到这一点，我们决定将这一知识用于以色列重听组织 “bekol”, 让人们参加听力测试，尽管他们不愿意这样做。 吸引了 85% 通常在关闭声音的情况下观看视频的 Facebook 用户，我们让他们敢于点击我们的帖子。那些点击的人惊讶地发现一段配乐与描绘的可爱图片不太匹配的视频。一个配乐，一旦添加，实际上是一个全新的和令人毛骨悚然的叙述。那些仍然认为我们的竞选视频可爱、有趣甚至浪漫的观众被邀请接受 Bekol 的听力测试。
声音改变一切
案例简介：BBR SAATCHI & SAATCHI PROUDLY PRESENTS: BEKOL: "SOUND CHANGES EVERYTHING" A clickbait campaign designed to test the hearing of the video-muting Facebook generation We've all fallen prey to clickbait. Those small innocuous looking posts in our Facebook feeds with 'interesting' headlines created to combat banner blindness. Posts most of us cannot resist clicking which usually lead to a double digit lift in click through rates. With that in mind, we decided to put this knowledge into practice for 'Bekol', Israel's Organization for the Hard of Hearing, and get people to take a hearing test in spite of their reluctance to do so. Appealing to the 85 percent of Facebook users who usually view videos with the sound off, we dared them to click on our post. Those who clicked were surprised to discover a video with a soundtrack that did not quite match the cute picture portrayed. A soundtrack which once added, presented in fact a whole new and creepy narrative. Viewers who still thought our campaign video was cute, fun or even romantic were invited to get their hearing tested by Bekol.
Sound changes everything
案例简介：BBR 萨奇 & 萨奇自豪地提出: 贝科尔: “声音改变了一切” 旨在测试听力的点击诱饵运动 视频静音的脸谱一代 我们都成了点击诱饵的猎物。在我们的 Facebook 订阅源中，那些看起来无害的小帖子带有 “有趣” 的标题，这些标题是为了打击横幅失明。我们大多数人都忍不住点击，这通常会导致点击率的两位数提升。 考虑到这一点，我们决定将这一知识用于以色列重听组织 “bekol”, 让人们参加听力测试，尽管他们不愿意这样做。 吸引了 85% 通常在关闭声音的情况下观看视频的 Facebook 用户，我们让他们敢于点击我们的帖子。那些点击的人惊讶地发现一段配乐与描绘的可爱图片不太匹配的视频。一个配乐，一旦添加，实际上是一个全新的和令人毛骨悚然的叙述。那些仍然认为我们的竞选视频可爱、有趣甚至浪漫的观众被邀请接受 Bekol 的听力测试。
Sound changes everything
案例简介：BBR SAATCHI & SAATCHI PROUDLY PRESENTS: BEKOL: "SOUND CHANGES EVERYTHING" A clickbait campaign designed to test the hearing of the video-muting Facebook generation We've all fallen prey to clickbait. Those small innocuous looking posts in our Facebook feeds with 'interesting' headlines created to combat banner blindness. Posts most of us cannot resist clicking which usually lead to a double digit lift in click through rates. With that in mind, we decided to put this knowledge into practice for 'Bekol', Israel's Organization for the Hard of Hearing, and get people to take a hearing test in spite of their reluctance to do so. Appealing to the 85 percent of Facebook users who usually view videos with the sound off, we dared them to click on our post. Those who clicked were surprised to discover a video with a soundtrack that did not quite match the cute picture portrayed. A soundtrack which once added, presented in fact a whole new and creepy narrative. Viewers who still thought our campaign video was cute, fun or even romantic were invited to get their hearing tested by Bekol.
声音改变一切
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Sound changes everything
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基本信息
- 广告战役： #Bekol-影视-e432#
- 广告品牌： Bekol
- 发布日期： 2017-12-01
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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