Continental Grip Line|微电影|广告营销案例【ADGuider广告指南】

大陆抓地力线

案例简介：为什么这项工作与品牌体验和激活相关？这个项目是为了给骑自行车的人有史以来最安全的骑行体验。由于米兰设计周是欧洲最重要的设计和技术展览之一，在米兰设计周期间展示了这一革命性的创新，大陆航空已经让消费者参与并参与到移动的未来中来。通过这种激活，我们让所有的人停下来思考道路安全的重要性，让他们用自己的双手感受到他们的未来会变得多么安全。背景骑自行车的人在路上是最脆弱的人，只有 5.6% 的事故涉及他们最终没有受伤。在意大利，每 35 小时就有一名骑自行车的人在路上死亡，250 人在一年内死亡 (Istat)。大陆航空公司是创造和采用目前移动行业不可或缺的安全标准的先驱之一。安全是他们的使命。有机会成为 10 第2 环意自行车赛的赞助商，这是世界上最重要的自行车比赛之一，大陆航空公司认为帮助骑自行车的人保持更安全是他们的责任。面临的挑战是让人们关注和同情道路安全问题，创建一个对骑自行车者和总体流动性有重大贡献的项目。最终目标？成为道路的安全赞助商。描述创意 (20% 的选票) 大陆抓地力线: 第一种增加道路安全的标记涂料。我们用新产品概念来应对挑战，直奔问题的根源。深入研究道路安全问题，我们发现骑自行车的人发生道路事故的主要原因之一是标记油漆的滑溜性，这降低了道路抓地力,下雨的时候成为一个真正的问题。这就是创建夹点线的想法的原因。它是一种创新的标记涂料，具有革命性的配方，由矿物填料和从报废轮胎回收的颗粒橡胶组成。经认证的测试表明，这种新油漆在潮湿条件下增加了轮胎 35% 的抓地力，与传统油漆的 45 SRT 相比，它提供了 80 SRT 的高防滑水平,帮助骑自行车的人骑得更安全。描述策略 (20% 的选票) 这个项目有两个主要目标受众。第一个是在路上的人，那些大陆航空每天都想保持安全的人: 骑自行车的人、行人、汽车和摩托司机等等。第二个是意大利公共行政和市政当局，那些通过采用这种技术解决方案真正能够让事情发生的地方。这就是为什么米兰设计周被选为启动 Grip Line 的活动，并开始提高对道路安全问题的认识。事实上，这一活动有权让公民参与进来，影响公众舆论，并通过圆桌讨论和讨论这一主题，与公共行政主管展开有效对话。描述执行情况 (30% 的选票) 为了帮助大陆的握力线变得栩栩如生，我们的团队加入了一个油漆生产商合作伙伴，该合作伙伴允许创建第一个原型。然后，它被提交给研究和测试与积极的结果，显示了这个想法的有效性。为了展示这种新的标记涂料，我们于 4月09日在米兰设计周区的中心举办了为期一周的特别展览。在那里，人们有机会通过一个关于自行车手事故数据的展览，以一种创造性的形式深入探讨道路安全问题; 与来自不同领域的专家和著名的自行车影响者进行会谈和圆桌会议。最重要的是，他们能够用自己的手触摸这种创新的标记涂料，并在真实的道路上进行测试。通过这种方式，人们能够感受到拥有更安全的骑行体验。列出结果 (30% 的选票) 对大陆公司握力线创新标记涂料的反应非常出色。数千名市民参加了展览并测试了原型，在 # saferoads 下围绕主题进行了炒作。在短短两周内，超过 150 篇离线和在线文章被撰写，推动了社交媒体的对话。此外，包括米兰在内的五个意大利城镇表现出了采用握力线涂料作为标记涂料的兴趣。第一公里的自行车道和带有大陆抓地力线的十字路口现在已经成为现实; 目前，米兰正在进行一场真实的生活测试。这是大陆集团品牌使命的另一个重要一步: 让所有道路对每个人来说每天都更安全。

大陆抓地力线

案例简介：Why is this work relevant for Brand Experience & Activation? This project is all about giving cyclists the safest cycling experience ever. Thanks to this revolutionizing innovation presented during Milan Design Week, one of the most important design and technological exhibits in Europe, Continental has involved and engaged consumers towards the future of mobility. Through this activation we let all the people stop and think about the importance of road safety, letting them feel with their own hands how safe their future can become. Background Cyclists are the most vulnerable people on the road, only 5.6% of accidents that involves them ends up without an injury. In Italy, every 35 hours a cyclist dies on the road, and 250 die in a year (Istat). Continental is one of the forerunners in creating and adopting what are now indispensable safety standards in the mobility industry. Safety is their mission. With the opportunity to be sponsor of the 102nd Giro d’Italia, one of the most important cycling competitions in the world, Continental felt that it was their duty to help keep cyclists safer. The challenge was to bring attention and empathy to the issue of road safety creating a project that would have a significant contribution for cyclists and mobility in general. The final aim? To become the safety sponsor of the road. Describe the creative idea (20% of vote) Continental Grip Line: the first marking paint which increases road safety. We answered to the challenge with a new product concept, going straight to the root of the problem. Deep diving into road safety issues, we discovered that one of the main causes of road accidents for cyclists are due to the slipperiness of the marking paint which reduces the road grip, becoming a real problem when it rains. This is why the idea of Grip Line was created. It is an innovative marking paint with a revolutionary formula composed by mineral fillers and particulate rubber recycled from end of life tires. A certified test demonstrated that this new paint increased the grip of tires up to 35% in wet conditions, and it provides a high anti skid level of 80 SRT compared to 45 SRT of the traditional one, helping cyclists ride safer. Describe the strategy (20% of vote) There are two main target audiences for this project. The first one is people on the roads, those who Continental wants to keep safe everyday: cyclists, pedestrians, auto and moto drivers, etc. The second one is Italian public administration and municipalities, those that can really make things happen by adopting this kind of technological solution. This is the reason why Milano Design Week was chosen as the event to launch Grip Line and to start raising awareness on road safety issues. Indeed, this event has the power to engage citizens, to influence public opinion and start an effective conversation with the head of public administration through round table discussions and talks about the theme. Describe the execution (30% of vote) To help Continental’s Grip Line come to life, our team was joined by a paint producer partner that allowed the creation of the first prototype. Then, it was submitted to studies and tests with positive results that showed the effectiveness of the idea. To present this new marking paint we created a special exhibition for a week in the heart of Milan Design Week district on April 09th. There people had the opportunity to deep dive into road safety issues through an exhibition of concerning data about cyclist accidents in a creative format; talks and round table with experts from different fields and famous cycling influencers. Above all they were able to touch with their own hands this innovative marking paint and test it on a real road. In this way, people were able to feel how it’s like to have a safer cycling experience. List the results (30% of vote) The response to Continental’s Grip Line innovative marking paint was outstanding. Thousands of citizens participated in the exhibition and tested the prototype, creating hype around the topic under the #saferoads. In just two weeks, more than 150 offline and online articles were written boosting the social media conversation. Furthermore, five Italian towns, including Milan, demonstrated interest in adopting the Grip Line Paint as a marking paint. The first km of cycle lane and cross roads with Continental Grip Line are now a reality; currently, a real life test is running in Milan. This is another important step ahead for Continental’s brand mission: making all roads safer for everyone, every day.