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案例简介：为什么这项工作与娱乐相关？ 口香糖过去很酷。它给了名人一种随意的自信，其余的人都渴望这样做。在2018，口香糖不再 “酷”。为了吸引分心的观众的注意力，我们不能打断我们，我们不得不娱乐。所以，我们从他们已经在的平台上给了我们的观众更多他们想要的东西。 背景 任务？通过在音乐领域将 “时间到光影” 品牌平台栩栩如生，让年轻人再次谈论额外的话题。 考虑到这一点，我们想放弃和即将到来的艺术家，通过为他们创造一个独特的机会来获得曝光并开始音乐事业，从而放弃他们的 “时刻”。 描述创意 在澳大利亚最受欢迎的音乐视频之前，将1720万糟糕的预演广告额外转化为未签名艺术家的数字支持插槽。 如果您搜索了我们的头条新闻之一的任何曲目，而不是看到令人讨厌的广告，您会看到您所寻找的艺术家介绍的新兴艺术家的表演。 用户参与度数据决定了4名获胜者，他们继续参加ARIA的比赛-投票很简单-人们观看预演的时间越长，他们的投票就越多。 额外的支持行为-未签名艺术家的全新舞台。 描述策略 EXTRA是音乐领域的新手，对于我们的工作活动，我们需要我们的存在来增强年轻人的音乐体验，而不是让它崩溃。 因此，我们决定摆脱他们讨厌的东西-广告-并用他们喜欢的东西代替-发现新音乐。 传统上，支持一支大型乐队的巡演是新锐艺术家在新观众和音乐高管面前的最佳方式。 2018年，在YouTube上收听和发现音乐的人比其他任何地方都多，支持行为的概念尚未在线复制。 包括标题艺术家; 5秒的夏天，鲁本斯，360和艾莉森仙境。 描述执行情况 在8月和2018年11月之间，EXTRA用新兴艺术家的表演取代了澳大利亚最受欢迎的音乐视频之前的所有预演广告 (总共1720万)。 每个支持行为都有自己的定制音乐视频，其中包含您要寻找的艺术家的介绍。这使我们的支持行为可以与澳大利亚音乐皇室成员一起进行观看，从而使他们向数以百万计的观众展示。 在YouTube上，人们可以根据自己的观看时间投票支持他们最喜欢的支持行为-参与我们的预演的时间越长，他们的投票就越多。 我们创建了16个个人音乐视频和50多个支持内容，包括; 独家采访，幕后，艺术家简介，15,000街头海报和我们的获奖者在ARIA颁奖典礼上表演的现场YouTube标头。 描述结果 活动结果: -这项运动使9% 年轻的澳大利亚人接触到新音乐和额外的品牌 -优文库全球有史以来最高的浏览率 -平均观看时间为03:16分钟-比跳过点晚03:09分钟! -1870万视图 -935,000小时观看 支持艺术家的结果: -南河乐队现在签约了…。并与牧马人达成了代言协议 -Yomi两次在Spotify上担任特色艺术家 -Kwasi继续支持真正的360 -泰勒·佩恩 (Taylor Payne) 与5 Seconds of Summer合作 -艾维继续参加瀑布节
额外支持法案
案例简介：Why is this work relevant for Entertainment? Chewing gum used to be cool. It gave celebrities an air of casual confidence that the rest of just aspired to. In 2018 gum was no longer ‘cool’. To grab the attention of our distracted audience we couldn’t interrupt we had to entertain. So, we gave our audience more of what they wanted, from a platform they were already on. Background The task? Get young people talking about EXTRA again by bringing to life the ‘Time to Shine’ brand platform in the music space. With this in mind we wanted to give up and coming artists, their ‘time to shine’ moment by creating a unique opportunity for them to gain exposure and launch a career in music. Describe the creative idea EXTRA transformed 17.2 million crappy pre-roll ads before Australia’s most popular music videos into digital support slots for unsigned artists. If you searched for any track by one of our headliners instead of seeing an annoying ad you’d see a performance from an emerging artist introduced by the artist you were searching for. User engagement data decided 4 winners, who went on to play at the ARIA’s – voting was simple - the longer people watched the pre roll performances the more they voted. EXTRA SUPPORT ACTS – An all new stage for unsigned artists. Describe the strategy EXTRA was a newcomer to the music space, for our campaign to work we needed to our presence to enhance young people’s music experience rather than gate crash it. So we decided to get rid of something they hated – ads – and replace them with something they loved – discovering new music. Traditionally, supporting a big band on tour was the best way for up and coming artists to get in front of new audiences and music execs. In 2018 more people listen to and discover music on YouTube than anywhere else yet the concept of support acts is yet to be replicated online. Headlining artists included; 5 Seconds of Summer, The Rubens, 360 and Alison Wonderland. Describe the execution Between August and November 2018, EXTRA replaced ALL the pre-roll ads (17.2million in total) before Australia’s most popular music videos with performances from emerging artists. Every support act got their own bespoke music video featuring an introduction from the artist you were searching for. This allowed our support acts to go view-for-view with Aussie music royalty exposing them to an audience of literally millions. In a world’s first for YouTube people could vote for their favourite support acts with their view time - the longer people engaged with our pre-roll performances the more they voted. We created 16 individual music videos and 50+ pieces of supporting content including; exclusive interviews, behind the scenes, artist profiles, 15,000 street posters and a live YouTube masthead of our winners performing at the ARIA Awards. Describe the outcome Campaign Results: - This campaign exposed 9% of young Australians to new music and the EXTRA brand - YouTubes highest ever view through rate, globally - Average view time was 03:16mins - that’s 03:09 minutes past the skip point! - 18.7 million views - 935,000 hours watched Support Artist Results: - Southern River band are now signed…and have an endorsement deal with Wrangler - Yomi Twice featured artist on Spotify - Kwasi went on to Support 360 for real - Taylor Payne is collaborating with 5 Seconds of Summer - Ivey went on to play Falls Festival
EXTRA Support Acts
案例简介：为什么这项工作与娱乐相关？ 口香糖过去很酷。它给了名人一种随意的自信，其余的人都渴望这样做。在2018，口香糖不再 “酷”。为了吸引分心的观众的注意力，我们不能打断我们，我们不得不娱乐。所以，我们从他们已经在的平台上给了我们的观众更多他们想要的东西。 背景 任务？通过在音乐领域将 “时间到光影” 品牌平台栩栩如生，让年轻人再次谈论额外的话题。 考虑到这一点，我们想放弃和即将到来的艺术家，通过为他们创造一个独特的机会来获得曝光并开始音乐事业，从而放弃他们的 “时刻”。 描述创意 在澳大利亚最受欢迎的音乐视频之前，将1720万糟糕的预演广告额外转化为未签名艺术家的数字支持插槽。 如果您搜索了我们的头条新闻之一的任何曲目，而不是看到令人讨厌的广告，您会看到您所寻找的艺术家介绍的新兴艺术家的表演。 用户参与度数据决定了4名获胜者，他们继续参加ARIA的比赛-投票很简单-人们观看预演的时间越长，他们的投票就越多。 额外的支持行为-未签名艺术家的全新舞台。 描述策略 EXTRA是音乐领域的新手，对于我们的工作活动，我们需要我们的存在来增强年轻人的音乐体验，而不是让它崩溃。 因此，我们决定摆脱他们讨厌的东西-广告-并用他们喜欢的东西代替-发现新音乐。 传统上，支持一支大型乐队的巡演是新锐艺术家在新观众和音乐高管面前的最佳方式。 2018年，在YouTube上收听和发现音乐的人比其他任何地方都多，支持行为的概念尚未在线复制。 包括标题艺术家; 5秒的夏天，鲁本斯，360和艾莉森仙境。 描述执行情况 在8月和2018年11月之间，EXTRA用新兴艺术家的表演取代了澳大利亚最受欢迎的音乐视频之前的所有预演广告 (总共1720万)。 每个支持行为都有自己的定制音乐视频，其中包含您要寻找的艺术家的介绍。这使我们的支持行为可以与澳大利亚音乐皇室成员一起进行观看，从而使他们向数以百万计的观众展示。 在YouTube上，人们可以根据自己的观看时间投票支持他们最喜欢的支持行为-参与我们的预演的时间越长，他们的投票就越多。 我们创建了16个个人音乐视频和50多个支持内容，包括; 独家采访，幕后，艺术家简介，15,000街头海报和我们的获奖者在ARIA颁奖典礼上表演的现场YouTube标头。 描述结果 活动结果: -这项运动使9% 年轻的澳大利亚人接触到新音乐和额外的品牌 -优文库全球有史以来最高的浏览率 -平均观看时间为03:16分钟-比跳过点晚03:09分钟! -1870万视图 -935,000小时观看 支持艺术家的结果: -南河乐队现在签约了…。并与牧马人达成了代言协议 -Yomi两次在Spotify上担任特色艺术家 -Kwasi继续支持真正的360 -泰勒·佩恩 (Taylor Payne) 与5 Seconds of Summer合作 -艾维继续参加瀑布节
EXTRA Support Acts
案例简介：Why is this work relevant for Entertainment? Chewing gum used to be cool. It gave celebrities an air of casual confidence that the rest of just aspired to. In 2018 gum was no longer ‘cool’. To grab the attention of our distracted audience we couldn’t interrupt we had to entertain. So, we gave our audience more of what they wanted, from a platform they were already on. Background The task? Get young people talking about EXTRA again by bringing to life the ‘Time to Shine’ brand platform in the music space. With this in mind we wanted to give up and coming artists, their ‘time to shine’ moment by creating a unique opportunity for them to gain exposure and launch a career in music. Describe the creative idea EXTRA transformed 17.2 million crappy pre-roll ads before Australia’s most popular music videos into digital support slots for unsigned artists. If you searched for any track by one of our headliners instead of seeing an annoying ad you’d see a performance from an emerging artist introduced by the artist you were searching for. User engagement data decided 4 winners, who went on to play at the ARIA’s – voting was simple - the longer people watched the pre roll performances the more they voted. EXTRA SUPPORT ACTS – An all new stage for unsigned artists. Describe the strategy EXTRA was a newcomer to the music space, for our campaign to work we needed to our presence to enhance young people’s music experience rather than gate crash it. So we decided to get rid of something they hated – ads – and replace them with something they loved – discovering new music. Traditionally, supporting a big band on tour was the best way for up and coming artists to get in front of new audiences and music execs. In 2018 more people listen to and discover music on YouTube than anywhere else yet the concept of support acts is yet to be replicated online. Headlining artists included; 5 Seconds of Summer, The Rubens, 360 and Alison Wonderland. Describe the execution Between August and November 2018, EXTRA replaced ALL the pre-roll ads (17.2million in total) before Australia’s most popular music videos with performances from emerging artists. Every support act got their own bespoke music video featuring an introduction from the artist you were searching for. This allowed our support acts to go view-for-view with Aussie music royalty exposing them to an audience of literally millions. In a world’s first for YouTube people could vote for their favourite support acts with their view time - the longer people engaged with our pre-roll performances the more they voted. We created 16 individual music videos and 50+ pieces of supporting content including; exclusive interviews, behind the scenes, artist profiles, 15,000 street posters and a live YouTube masthead of our winners performing at the ARIA Awards. Describe the outcome Campaign Results: - This campaign exposed 9% of young Australians to new music and the EXTRA brand - YouTubes highest ever view through rate, globally - Average view time was 03:16mins - that’s 03:09 minutes past the skip point! - 18.7 million views - 935,000 hours watched Support Artist Results: - Southern River band are now signed…and have an endorsement deal with Wrangler - Yomi Twice featured artist on Spotify - Kwasi went on to Support 360 for real - Taylor Payne is collaborating with 5 Seconds of Summer - Ivey went on to play Falls Festival
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