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英雄
案例简介：描述客户的简报: Radiotj ä nst 管理瑞典公共服务电视/广播的法定收费。瑞典的大多数家庭支付广播费，但年轻的大都市目标群体更不愿意。Radiotj ä nst 想向一个额外的自我驱动的目标群体展示，每个人都是瑞典公共服务体系的重要组成部分，从而让新人注册计费。 创意执行: Radiotj ä nst 正在推销一项立法法案，无论你是否付费，电视和收音机都可以使用。因此，这项法案显然对许多非支付者没有太大的吸引力。相反，传播电视费的公共利益是至关重要的。在这种情况下，与接受者的接触是建立理解的关键。一部互动的互联网电影，用户是故事的中心，传达了这样一个信息，即你正在通过电视费维护独立和言论自由。电影结束后，也可以直接注册付费。 描述简短/目标的创造性解决方案。 目标受众是互联网的频繁用户。此外，任何人都欣赏围绕自己的任何东西。解决方案是一个病毒应用程序，你可以在一部以你为英雄的电影中看到你自己或你认识的人。全世界都感谢你通过支付电视费来帮助自由世界保持活力。在电影结束时，你可以选择注册付费。 尽可能详细地描述结果。 瑞典大约有 600万户家庭，其中 90% 已经支付了广播费用。520万在瑞典的独特观点 2900万在世界各地的独特观众 160万在瑞典制作的独特电影 940万在世界各地制作的独特电影比通过应用程序注册计费的最初目标多 500%。世界上所有国家都看过这部电影 (甚至朝鲜)。据我们所知，迄今为止最大的互动病毒。来自谷歌分析的数据 (2010-04-13)。
英雄
案例简介：Describe the brief from the client: Radiotjänst administers the collection of statutory fees for public service TV/Radio in Sweden. Most households in Sweden pay the broadcast fee, but the young metropolitan target group are more reluctant. Radiotjänst wanted to show an extra ego-driven target group of young urban people that everyone is an important part of the Swedish public service system and thus getting new people to register for billing. Creative Execution: Radiotjänst is marketing a legislated bill, for tv and radio that's available regardless if you pay or not. As such, this bill is obviously not very appealing to many of the non-payers. Instead, it's of key importance to communicate the public benefit of the tv-fee. In this case, engagement with the recipient is the key to building understanding. An interactive Internet film, where the user is the center of the story, conveys the message that you're safeguarding independence and freedom of speech through the tv-fee. There's also an option to register for billing directly after the film. Describe the creative solution to the brief/objective. The target audience are frequent users of Internet. Also, anyone appreciates anything that's centered around yourself. The solution is a viral application where you get to see yourself or someone you know in a movie featuring you as the hero. The whole world thanks you for helping keep the free word alive - by paying the tv-fee. At the end of the movie you get the option to register for billing. Describe the results in as much detail as possible. Sweden has approximately 6 million households and 90% of these already pay their broadcasting fee. 5.2 million unique views in Sweden 29 million unique viewers worldwide 1.6 million unique movies made in Sweden 9.4 million unique movies made worldwide 500% more than the initial goal registered for billing through the application. (Swedish households) All countries in the world have seen the movie (even North Korea). As to our knowledge, the biggest interactive viral made so far. Data from Google Analytics (2010-04-13).
The Hero
案例简介：描述客户的简报: Radiotj ä nst 管理瑞典公共服务电视/广播的法定收费。瑞典的大多数家庭支付广播费，但年轻的大都市目标群体更不愿意。Radiotj ä nst 想向一个额外的自我驱动的目标群体展示，每个人都是瑞典公共服务体系的重要组成部分，从而让新人注册计费。 创意执行: Radiotj ä nst 正在推销一项立法法案，无论你是否付费，电视和收音机都可以使用。因此，这项法案显然对许多非支付者没有太大的吸引力。相反，传播电视费的公共利益是至关重要的。在这种情况下，与接受者的接触是建立理解的关键。一部互动的互联网电影，用户是故事的中心，传达了这样一个信息，即你正在通过电视费维护独立和言论自由。电影结束后，也可以直接注册付费。 描述简短/目标的创造性解决方案。 目标受众是互联网的频繁用户。此外，任何人都欣赏围绕自己的任何东西。解决方案是一个病毒应用程序，你可以在一部以你为英雄的电影中看到你自己或你认识的人。全世界都感谢你通过支付电视费来帮助自由世界保持活力。在电影结束时，你可以选择注册付费。 尽可能详细地描述结果。 瑞典大约有 600万户家庭，其中 90% 已经支付了广播费用。520万在瑞典的独特观点 2900万在世界各地的独特观众 160万在瑞典制作的独特电影 940万在世界各地制作的独特电影比通过应用程序注册计费的最初目标多 500%。世界上所有国家都看过这部电影 (甚至朝鲜)。据我们所知，迄今为止最大的互动病毒。来自谷歌分析的数据 (2010-04-13)。
The Hero
案例简介：Describe the brief from the client: Radiotjänst administers the collection of statutory fees for public service TV/Radio in Sweden. Most households in Sweden pay the broadcast fee, but the young metropolitan target group are more reluctant. Radiotjänst wanted to show an extra ego-driven target group of young urban people that everyone is an important part of the Swedish public service system and thus getting new people to register for billing. Creative Execution: Radiotjänst is marketing a legislated bill, for tv and radio that's available regardless if you pay or not. As such, this bill is obviously not very appealing to many of the non-payers. Instead, it's of key importance to communicate the public benefit of the tv-fee. In this case, engagement with the recipient is the key to building understanding. An interactive Internet film, where the user is the center of the story, conveys the message that you're safeguarding independence and freedom of speech through the tv-fee. There's also an option to register for billing directly after the film. Describe the creative solution to the brief/objective. The target audience are frequent users of Internet. Also, anyone appreciates anything that's centered around yourself. The solution is a viral application where you get to see yourself or someone you know in a movie featuring you as the hero. The whole world thanks you for helping keep the free word alive - by paying the tv-fee. At the end of the movie you get the option to register for billing. Describe the results in as much detail as possible. Sweden has approximately 6 million households and 90% of these already pay their broadcasting fee. 5.2 million unique views in Sweden 29 million unique viewers worldwide 1.6 million unique movies made in Sweden 9.4 million unique movies made worldwide 500% more than the initial goal registered for billing through the application. (Swedish households) All countries in the world have seen the movie (even North Korea). As to our knowledge, the biggest interactive viral made so far. Data from Google Analytics (2010-04-13).
英雄
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The Hero
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基本信息
- 广告战役： #Radiotjänst-互动-5e43#
- 广告品牌： Radiotjänst
- 发布日期： 2000
- 行业领域： 电视传媒 , 商务服务 , 影音娱乐
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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