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好赔率
案例简介：概要 作为国际奥委会和国际残奥会的第一个全球移动合作伙伴，丰田的使命是提升残奥会，使其与奥林匹克运动平等。国际残奥会的一个重要任务是不断激励那些身体有挑战的人尝试体育运动作为他们日常生活的一部分。如果没有激励下一代运动员，残奥会将不复存在。这就是为什么我们选择讲述加拿大高山滑雪者劳伦 · 伍尔斯腾克罗夫特的真实故事，他克服了巨大的困难成为了一名传奇的残奥会金牌得主。 战略 为了讲述加拿大高山滑雪者劳伦 · 伍尔斯坦克罗夫特的真实故事，他克服了巨大的困难成为了一名传奇的残奥会金牌得主，我们和迈克尔 · 舒克合作, 圣劳伦斯大学统计学教授。Schuckers 的任务是展示这些数学赔率有多巨大。我们必须看看在劳伦生活的某个时刻我们在哪里，当我们过渡到她故事的下一部分时，有什么相关的事情。例如，有成千上万的孩子开始成为芭蕾舞演员; 这些孩子中有多少人会积极参加体育运动？我们必须仔细正确地确定这些可能性。 相关性 我们经常谈论残奥会运动员如何克服困难实现不可思议的事情，但他们有多不可思议呢？我们用数据计算了残奥会运动员劳伦 · 伍尔斯坦克罗夫特一生中不同时刻获得金牌的实际几率。我们用数据让一个鼓舞人心的故事更加鼓舞人心。 结果 “好赔率” 是该运动最受欢迎的广告，在其所在的国家平均享受超过 60%。首次在美国超级碗期间播出。美国; 在 Ace Metrix 的广告效果排名第一，在《今日美国》的广告收视率调查中排名第五，这是丰田最近历史上的最高排名。丰田在核心国家与残奥会的合作超过了目标，平均 8% 是头脑发热。丰田现在平均在与奥运会相关的全球赞助商中排名前三，在大多数核心国家排名第一。对残奥会的兴趣也显著增加 (+ 12% 分)，最终，丰田的使命帮助 2018 残奥会成为历史上最受关注的奥运会。 媒体战略 数据让我们的故事更加引人入胜，展示了几率是如何下降的，一个人越是把目光投向一个目标。我们想证明这不仅仅是在健身房努力工作，也是精神上的坚强。 活动描述 我们与统计学家合作，计算在残奥会不同时期获得金牌的实际几率，根据事实制作了一部鼓舞人心的电影。
好赔率
案例简介：Synopsis As the first-ever Worldwide Mobility Partner of the International Olympic Committee and the International Paralympic Committee, Toyota’s mission was to elevate the Paralympic Movement so that it would be equal with the Olympic Movement. An important mission for the International Paralympic Committee is to continually inspire those with physical challenges to try sports as a part of their everyday lives. Without inspiring the next generations of athletes, the Paralympic Games would cease to exist. That's why we choose to tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist. Strategy To tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist, we teamed up with Michael Schuckers, Professor of Statistics at St. Lawrence University. Schuckers’ assignment was to show just how tremendous those mathematical odds were. We had to look at where we were at a certain point in Lauren’s life and as we transition to the next part of her story, what are the things that are relevant. For instance, there are however many millions of kids who start out as ballerinas; how many of those kids are going to be active in sports? We had to carefully and correctly identify these odds. Relevancy We often talk about how Paralympians overcome the odds to achieve incredible things, but just how incredible are they? We used data to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life. We used data to make an inspiring story even more inspiring. Outcome '"Good Odds" was the most-enjoyed advertisement of the campaign, with average enjoyment of over 60 percent in the countries in which it ran. First aired during the Super Bowl in the U.S.; ranked number 1 in Ad Effectiveness in Ace Metrix and was number 5 in USA Today's Ad Meter Poll (number one automotive), the highest rankings in Toyota's recent history. Toyota association with Paralympic Games across core countries exceeded goals, average eight percent top-of-mind. Toyota now ranks within top three of worldwide sponsors associated with the Games on average and is number one in most core countries. Interest in the Paralympics also increased significantly (+12% points) and ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history. MediaStrategy Data made our story even more inspring by showing how the odds can tumble, the more a person sets their sights on a goal. We wanted to show that it wasn't just about hard work at the gym, but being mentally strong as well. CampaignDescription We worked with a statistician to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life to create an inspiring film based on facts.
Good Odds
案例简介：概要 作为国际奥委会和国际残奥会的第一个全球移动合作伙伴，丰田的使命是提升残奥会，使其与奥林匹克运动平等。国际残奥会的一个重要任务是不断激励那些身体有挑战的人尝试体育运动作为他们日常生活的一部分。如果没有激励下一代运动员，残奥会将不复存在。这就是为什么我们选择讲述加拿大高山滑雪者劳伦 · 伍尔斯腾克罗夫特的真实故事，他克服了巨大的困难成为了一名传奇的残奥会金牌得主。 战略 为了讲述加拿大高山滑雪者劳伦 · 伍尔斯坦克罗夫特的真实故事，他克服了巨大的困难成为了一名传奇的残奥会金牌得主，我们和迈克尔 · 舒克合作, 圣劳伦斯大学统计学教授。Schuckers 的任务是展示这些数学赔率有多巨大。我们必须看看在劳伦生活的某个时刻我们在哪里，当我们过渡到她故事的下一部分时，有什么相关的事情。例如，有成千上万的孩子开始成为芭蕾舞演员; 这些孩子中有多少人会积极参加体育运动？我们必须仔细正确地确定这些可能性。 相关性 我们经常谈论残奥会运动员如何克服困难实现不可思议的事情，但他们有多不可思议呢？我们用数据计算了残奥会运动员劳伦 · 伍尔斯坦克罗夫特一生中不同时刻获得金牌的实际几率。我们用数据让一个鼓舞人心的故事更加鼓舞人心。 结果 “好赔率” 是该运动最受欢迎的广告，在其所在的国家平均享受超过 60%。首次在美国超级碗期间播出。美国; 在 Ace Metrix 的广告效果排名第一，在《今日美国》的广告收视率调查中排名第五，这是丰田最近历史上的最高排名。丰田在核心国家与残奥会的合作超过了目标，平均 8% 是头脑发热。丰田现在平均在与奥运会相关的全球赞助商中排名前三，在大多数核心国家排名第一。对残奥会的兴趣也显著增加 (+ 12% 分)，最终，丰田的使命帮助 2018 残奥会成为历史上最受关注的奥运会。 媒体战略 数据让我们的故事更加引人入胜，展示了几率是如何下降的，一个人越是把目光投向一个目标。我们想证明这不仅仅是在健身房努力工作，也是精神上的坚强。 活动描述 我们与统计学家合作，计算在残奥会不同时期获得金牌的实际几率，根据事实制作了一部鼓舞人心的电影。
Good Odds
案例简介：Synopsis As the first-ever Worldwide Mobility Partner of the International Olympic Committee and the International Paralympic Committee, Toyota’s mission was to elevate the Paralympic Movement so that it would be equal with the Olympic Movement. An important mission for the International Paralympic Committee is to continually inspire those with physical challenges to try sports as a part of their everyday lives. Without inspiring the next generations of athletes, the Paralympic Games would cease to exist. That's why we choose to tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist. Strategy To tell the real-life story of Canadian Alpine Skier Lauren Woolstencroft, who overcame tremendous odds to become a legendary Paralympic gold medalist, we teamed up with Michael Schuckers, Professor of Statistics at St. Lawrence University. Schuckers’ assignment was to show just how tremendous those mathematical odds were. We had to look at where we were at a certain point in Lauren’s life and as we transition to the next part of her story, what are the things that are relevant. For instance, there are however many millions of kids who start out as ballerinas; how many of those kids are going to be active in sports? We had to carefully and correctly identify these odds. Relevancy We often talk about how Paralympians overcome the odds to achieve incredible things, but just how incredible are they? We used data to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life. We used data to make an inspiring story even more inspiring. Outcome '"Good Odds" was the most-enjoyed advertisement of the campaign, with average enjoyment of over 60 percent in the countries in which it ran. First aired during the Super Bowl in the U.S.; ranked number 1 in Ad Effectiveness in Ace Metrix and was number 5 in USA Today's Ad Meter Poll (number one automotive), the highest rankings in Toyota's recent history. Toyota association with Paralympic Games across core countries exceeded goals, average eight percent top-of-mind. Toyota now ranks within top three of worldwide sponsors associated with the Games on average and is number one in most core countries. Interest in the Paralympics also increased significantly (+12% points) and ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history. MediaStrategy Data made our story even more inspring by showing how the odds can tumble, the more a person sets their sights on a goal. We wanted to show that it wasn't just about hard work at the gym, but being mentally strong as well. CampaignDescription We worked with a statistician to calculate the actual odds of winning a gold medal at different points in Paralympian Lauren Woolstencroft's life to create an inspiring film based on facts.
好赔率
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Good Odds
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