Distracted Goalkeeper|海报/平面|广告营销案例【ADGuider广告指南】

分心的守门员

案例简介：为什么这项工作与品牌体验和激活相关？ Uber的经验取决于手机，汽车和很多注意力。为此，通过巴西足球锦标赛 (世界上最重要和最具竞争力的锦标赛之一) 的正式比赛，我们呼吁巴西人注意文字和驾驶的主要问题。我们为真正需要移动使用和流量来完成其使命的客户实现了这一目标: Uber。由于足球在巴西人的生活中产生了巨大的影响，该运动在体育，一般新闻媒体和社交网络中都取得了巨大的影响力。背景 Uber需要汽车和手机来实现其目的: 使城市交通更加民主和无障碍。该项目的目的是提请人们注意道路死亡问题。同时向民众展示开车时不发短信的重要性。该行动的目的是在全国范围内吸引广大公众。如今，巴西的Uber拥有500,000的驾驶员合作伙伴，并且是为1300万失业人员创造收入的重要盟友。此举旨在使Uber更接近用户和驾驶员。所有品牌的移动应用都希望支持巴西的May Yellow。目标是将Uber品牌与预防，责任和尊重联系起来。描述创意 (投票20%) 在一场重要的巴西锦标赛比赛中，一名守门员检查了手机，足球迷发现了一名守门员，这名球员的不负责任的举动席卷了社交媒体和媒体，引起了最大的周末谈话。当守门员最终将自己的态度与文字和驾驶联系在一起时，整个国家都在关注。描述策略 (投票20%) 巴西的交通是世界上暴力程度最高的第四位-54.000年伤亡人数。文字和驾驶是第二个主要的伤亡原因，甚至在醉酒驾驶之前就已经站立。然而，51% 的司机仍然承认文字和驾驶。 Uber旨在在其运营的城市中促进更安全的人道交通。为了传达这一点，我们找到了一种独特的方式来引起人们的注意，使巴西人通过他们最大的热情: 足球来体验这种不良习惯的风险。我们的策略是激起足球迷的神经，反对守门员在比赛中检查他的手机。只是为了迅速表明他的态度实际上是为了抗议而精心策划的，以表明在不适当的情况下使用移动设备是一种冒险的做法。通过检查他的手机，玩家可以让他的团队失望，而人们则通过文字和驾驶来放松生活。描述执行 (投票30%) 比赛发生在周日，2018年5月13日，下午4点，母亲节，家人团聚并神圣地观看比赛。在比赛的第一时刻，守门员桑托斯 (Santos) 检查他的手机立即被球迷捕获，他们迅速在时间表上分享了剧照和视频。在下半场开始时，体育记者和专栏作家开始评论这一事实。对球员的态度感到愤怒，在比赛结束前，不同的采访渠道追赶他，要求他做出解释。在这个星期日晚上的第一个小时，所有开放和有线电视频道都在评论此案，而巴西和全球的社交媒体也回应了这一事实。第二天，在atl é ticoparanaense俱乐部举行的新闻发布会上，Uber和Maio Amarelo的行动被曝光。新一轮的信息浪潮席卷了常规媒体和社交媒体，展开了阐明。该行动受到大多数新闻和社交媒体渠道的称赞。列出结果 (投票30%) -通过观众对文本和驱动力的关注以及防止文本和驱动力的重要性来实现业务影响。 -在巴西最重要的周日开放电视节目fant á stico中曝光6分钟 (每场3000万名观众)。 -在不到24小时的时间内使用开放式和有线电视149分钟。 -310万匹配后的搜索结果。 -4，在短短3天内就700万了获得的媒体。 -EUA、意大利、西班牙、葡萄牙、阿根廷、日本、哥伦比亚等地的报纸 -文本和驾驶假设与事故预防的趋势主题。

分心的守门员

案例简介：Why is this work relevant for Brand Experience & Activation? Uber´s experience depends of cellphone, cars and a lot of attention. In order of that, through an official match in the Brazilian Football Championship, one of the world’s most important and competitive championships, we called Brazilians attention to the major problem of text and driving. And we accomplished that for a client who actually needs both mobile use and traffic to fulfill its mission: Uber. Due to the great influence football exerts in the life of Brazilians, the campaign registered huge reaches in both sports and general journalistic medias and social networks. Background Uber needs of cars and cellphones for fulfil its purpose: turn urban mobility more democratic and accessible. The aim of the project was to draw attention to the problem of road deaths. And at the same time show the population the importance of not text while driving. The purpose of the action was to reach the large public nationally. Today Uber in Brazil has 500 thousand drivers partners and is an important ally in the generation of income for 13 million people who are unemployed. This action aims to bring Uber closer to the user and drivers. All brands of mobility applications are looking to support May Yellow in Brazil. The objective was linked the brand Uber with prevention, responsibility, respect. Describe the creative idea (20% of vote) During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention. Describe the strategy (20% of vote) Brazilian traffic ranks as the 4th more violent in the world – 54.000 annual casualties. Text and driving, the 2nd major casualty cause, stands even before intoxicated driving. However, 51% of drivers still admit to text and driving. Uber aims to promote a safer more humane traffic in the cities it operates. To convey that, we found a unique way to calling attention for that, making Brazilians experience the risks of this bad habit through their biggest passion: football. Our strategy was to stir the nerves of football fans against the goalkeeper checking his mobile during the match. Just to quickly reveal that his attitude was in fact orchestrated as a protest to showcase that the mobile use in inadequate situations was a risky practice. By checking his mobile, the player could let his team down, while people loose their lives by text and driving. Describe the execution (30% of vote) The match happened Sunday, May 13th, 2018, 4 pm, Mothers Day, when families reunite and sacredly watch matches. At the game’s first moments, goalkeeper Santos checks his mobile immediately being captured by fans who promptly share stills and videos on their timelines. At the very beginning of the 2nd half, sports journalists and columnists started commenting the fact. Outraged against the player’s attitude different interview channels chased him by the end of the match demanding explanations. At this Sunday evening first hours all open and cable TV channels were commenting the case while Brazilian and worldwide social medias also echoed the fact. The next day in a press conference at Atlético Paranaense club where the Uber and Maio Amarelo action was revealed. A new wave of information stormed regular press and social medias, spreading out the elucidation. The action was applauded by the majority of press and social media channels. List the results (30% of vote) - The business impact was achieved with the audience´s attention for text and drive and the importance of preventing it. - 6 minutes exposure in the Brazilian most important open TV Sunday Show, Fantástico (30 million watchers per show). - 149 minutes in open and cable TV in less than 24 hours. - 3.1 million search results after the match. - 4,7 million in earned media in just 3 days. - Newspapers in EUA, Italy, Spain, Portugal, Argentina, Japão, Colombia e mais 30 países (92 palavras) - Text and drive assuming with trend topic in accident´s prevention.