Searching for the Special Colour of Seville|海报/平面|广告营销案例【ADGuider广告指南】

寻找塞维利亚的特殊颜色

案例简介：为什么这项工作与创意数据相关？我们创建了一个需要以真正破坏性的方式产生有意义的文化影响的活动，因此从国家洞察力中得到启示，我们使用创造性数据来填补空白: 在西班牙，每个人都将塞维利亚与它的特殊颜色联系在一起，但没有人知道那是什么颜色。数据的创新使用基于我们开发的一种算法，该算法旨在找出以前从未做过的事情: 城市的颜色。这就是我们如何将产品联系起来，通过数据产生情感联系，赢得西班牙人的心。背景 Tanqueray 计划在西班牙推出一种新的杜松子酒，这是最具竞争力的杜松子酒市场，由当地优质口味的杜松子酒驱动，并对酒精饮料有严重的广告限制。该计划是介绍查尔斯 · 坦克里为纪念塞维利亚而创作的一种原始食谱，名为弗洛 · 德 · 塞维利亚。Tanqueray 需要一个强有力的回应: 一个强大的发射战略理念，它能消除所有的噪音，让我们接触到广泛的观众。对于一个来自英国的品牌，我们不仅需要有影响力,同时也是为了建立一种强大的文化联系，将 Tanqueray Flor de Sevilla 作为庆祝塞维利亚遗产的合法贡品。我们需要提高对新产品的认识，产生口碑，并赢得媒体报道，帮助这个想法远超塞维利亚描述想法/数据解决方案 (20% 的选票) 1992，西班牙著名歌手组合 “Los del Rio” (la Macarena 的作者) 为塞维利亚的世界博览会创作了歌曲 “塞维利亚有一种特殊的颜色”。这首歌很快成为不仅是世博会的国歌，也是这座城市的国歌，尽管奇怪的是从未透露过那是什么颜色。从那以后，这一表达成为了这座城市文化的一部分，但这个问题仍然没有得到回答。直到我们决定找到它，并使它成为我们产品的一部分。我们创造了 “寻找塞维利亚的特殊颜色”。一项基于数据的研究，通过对城市街道和最具象征意义的角落和纪念碑的分析，找出城市的色彩同一性。描述数据驱动策略 (30% 的选票) 一旦我们确定提取城市的颜色是找到这种特殊颜色的正确方法，主要的挑战就是实现。我们洗牌不同的技术解决方案，谷歌街景是最快速和现实的方式。最后，Google Street View 是一个照片库，因此，使用他们的 API，我们可以提取所有这些图片。我们设计了执行 4 个主要任务的算法: -从 Google 街景浏览所选区域 -通过 Google 街景 API 提取图片 -扫描最具代表性的色彩色调 -从天空和沥青中删除颜色数据，这是所有城市共有的元素，最终会改变结果超过 75% 的提取颜色在黄色和红色之间的色彩范围内，橙色 # FFAB60 是主要颜色描述数据的创造性使用，或者数据如何增强创意输出 (30% 的选票) 利用热图，我们确定了最繁忙的区域，并开发了一种算法，以谷歌街景为来源,能够在街道上分析和提取每张图像中的主要色彩信息，将数千种色调相互比较。经过对 10,000 多张图片、 30 多座纪念碑、 1,000 多条街道和 600,000 多种色调的全面对比分析，该算法提取了以下数学结果: 城市的平均十六进制颜色。一旦我们拥有塞维利亚的特殊颜色，我们就用它来创造 Tanqueray Flor de Sevilla，这是第一个用城市颜色制成的杜松子酒。Pantone 将其认证为 “塞维利亚的特殊颜色”，使塞维利亚成为世界上第一个拥有自己 Pantone 的城市。但是塞维利亚的特殊颜色更进一步: 市议会用牌匾认出了它，并用这种颜色照亮了最重要的纪念碑。 Los del r í o 重写了原始歌曲，26 年后添加了颜色。列出数据驱动的结果 (20% 的选票) “El color specimal de Sevilla” 由 PANTONE 认证，改变了塞维利亚的第一个城市，拥有自己的 PANTONE 颜色。就销售额而言，Tanqueray 在第一周就成为亚马逊销量第一的杜松子酒。该产品推出两个月后，在西班牙的一些地区缺货。市议会用牌匾认出了它，并用这种颜色照亮了最重要的纪念碑。就公关而言，我们获得了超过 120.000.000 的印象，这意味着超过 2.000.000 欧元的媒体价值。关于社交媒体，覆盖面超过 2500 万，有令人惊讶的 300.000 互动参与。特殊的颜色成为一种趋势。时尚杂志开始把它作为季节颜色来谈论。重要出版物 re由于旅游业，像孤独星球，邀请人们去发现它。该项目被著名杂志《传染》认定为 2018 年最杰出的创意项目之一。

寻找塞维利亚的特殊颜色

案例简介：Why is this work relevant for Creative Data? We created a campaign that needed to have a meaningful cultural impact in a really disruptive way, so taking the cue from a national insight, we used creative data to fill in a blank: in Spain everyone associates Seville with its special colour but no one knows what that colour is. The innovative use of data was based on an algorithm that we developed to find out something that had never been done before: the colour of a city. That’s how we linked the product and generated an emotional connection through data to win the hearts of Spaniards. Background Tanqueray planned to launch a new gin in Spain, the most competitive gin market, driven by local premium flavoured gins, and with serious advertising restrictions for alcoholic beverages. The plan was to introduce an original recipe that Charles Tanqueray created as a tribute to Seville, called Flor de Sevilla. Tanqueray needed a strong response: a powerful launch strategy idea that cut through all the noise and let us reach a wide audience. For a brand that comes from the UK, we needed to be not just impactful, but also to create a powerful cultural connection to establish Tanqueray Flor de Sevilla as a legitimate tribute that celebrates Seville’s heritage. We needed to create awareness of the new product, generate the word of mouth and earned media coverage that helped the idea travel well beyond Seville Describe the idea/data solution (20% of vote) In 1992, for the World Universal Expo of Seville, the famous Spanish singer duo "Los del Rio" (authors of la Macarena) wrote the song "Seville has a special colour". The song soon became an anthem of not just the Expo, but the city, though curiously never revealed what that colour was. Since then, that expression became part of the city's culture, but the question remained unanswered. Until we decided to find it, and make it part of our product. We created “Searching for the special colour of Seville”. A study based on Data to find out the chromatic identity of the city through the analysis of its streets and the most emblematic corners and monuments. Describe the data driven strategy (30% of vote) Once we determined that extracting the city's colour was the right way to find this special colour, the main challenge was to achieve. We shuffled different technical solutions and Google Street View was the most fast and realistic way. At the end, Google Street View is a photo library, so, using their API we would be able to extract all these pictures. We designed the algorithm that performed 4 main task: - Navigate across the chosen areas from Google Street View - Extract pictures through the Google Street View API - Scan the most represented colour hues - Remove colour data from the sky and the asphalt, which are elements common to all cities and would end up altering the result Over a 75% of the extracted colours were in a chromatic range between yellow and red, being orange #FFAB60 the predominant colour Describe the creative use of data, or how the data enhanced the creative output (30% of vote) Using a heat map, we determined the busiest areas and developed an algorithm that, taking Google Street View as a source, was able to go through the streets analyzing and extracting the predominant chromatic information from each image, comparing thousands of tones with each other. After analyzing over 10,000 images, over 30 monuments, over 1,000 streets and over 600,000 colour hues thoroughly compared, the algorithm extracted the following mathematical result: the average hexadecimal colour of the city. Once we had the Special Colour of Seville, we used it to create Tanqueray Flor de Sevilla, the first gin made with the colour of a city. Pantone certified it as “The Special Colour of Seville”, making Sevilla the first city in the world with its own Pantone. But the Special colour of Seville went further: The city council recognized it with a plaque and lighted up the most important monuments with that colour. Los del Río rewrote the original song, adding the colour 26 years later. List the data driven results (20% of vote) "El color especial de Sevilla" was certified by PANTONE, transforming Seville the first city with its own PANTONE colour. In terms of sales, Tanqueray became the number one-selling gin on Amazon on the first week. Two months after the launch of the product, it was out of stock in some parts of Spain. The city council recognized it with a plaque and lighted up the most important monuments with that colour. In terms of PR we got more than 120.000.000 impressions, that meant more than 2.000.000€ of earned media value. Regarding social media, the reach was over 25 millions and there were an astonishing engagement of 300.000 interactions. The special colour became a trend. Fashion magazines started talking about it as the season colour. Important publications related to tourism, like Lonely Planet, invited people to discover it. The project was one recognized as one of the most outstanding creative projects of 2018 by the prestigious magazine Contagious.