No more empty desks|微电影|广告营销案例【ADGuider广告指南】

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案例简介：大纲超过 95% 的人认识到在开车时使用智能手机的危险，然而超过 83% 的司机仍然这样做。因此，通过讲述这些家庭的个人故事，我们开始向所有驾驶年龄的人展示开车时使用手机对多人生活的毁灭性影响，不仅仅是事故中的那些。策略我们不再只和青少年说话了。这是一个巨大的问题，在美国每年导致多达 4,000 人死亡，我们中的许多人每天都在从事这种行为，而没有考虑它是多么不负责任。我们需要展示损失的真正深度和如此琐碎和可避免的事情的长期影响。相关性这些作品是Errol Morris导演的纪录片，讲述了Caleb Sorohan和Forrest Cepeda的故事，这两个十几岁的男孩在分心的驾驶事故中丧生。结果作为该活动的结果，60% 的观众表示将改变他们的行为，在不到一周的时间里获得了超过 7300万的媒体印象和超过 1300万的浏览量。我们有效地将过去所有AT&T品牌广告的平均参与率提高了一倍，帮助它能够等待超过 2000万的承诺来结束分心驾驶。执行该活动的电视和社交节目，驱车前往位于AT&T ItCanWait.com登陆页面以及AT&T YouTube频道的纪录片。观众观看后，他们被提示承诺永远不要分心，他们可以在同一个网站上做正确的事情。生产过程花了大约五个月。该活动于 11 月中旬获得批准，拍摄发生在 12 月的第一周。后期制作从 12 月下旬持续到 4 月。这些电影于 4/25/18 现场直播。活动描述这部电影讲述了凯勒 · 索罗汉和福雷斯特 · 塞佩达的故事，这两个青少年几年前在分心的驾驶事故中丧生。在电影中，我们听到了对他们家庭成员的采访，他们讨论了这种创伤性事件的毁灭性长期影响。

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案例简介：Synopsis More than 95% of people recognize the danger in using their smartphones while driving, yet over 83% of drivers still do it. So by telling these families’ personal stories, we set out to show people of all driving ages the devastating effect that using your phone behind the wheel has in multiple people’s lives, not just the ones involved in the accident. Strategy We are no longer talking exclusively to teens. This is a huge problem, causing as many as 4,000 deaths a year in the U.S. Many of us engage in this behavior on a daily basis without a second thought about how truly irresponsible it is. We needed to show the true depth of loss and long-term effects of something so trivial and avoidable. Relevancy The pieces are Errol Morris–directed documentaries that tell the story of Caleb Sorohan and Forrest Cepeda, two teenage boys who were killed in distracted driving accidents. Outcome As a result of the campaign, 60% of viewers said it would change their behavior, garnering over 73 million media impressions and over 13 million views in less than a week. We effectively doubled the average engagement rate of all past AT&T brand advertising, helping It Can Wait surpass 20 million pledges to end distracted driving. Execution The campaign’s TV and social spots, drove to the documentaries, which lived in the AT&T ItCanWait.com landing page, as well as on AT&T’s YouTube channel. After viewers watched them, they were prompted to take the pledge to never drive distracted, which they could do right on the same website. The production process took about five months. The campaign was approved in Mid-November and the shoot happened in the first week of December. Post-production lasted from Late December until April. The films went live on 4/25/18. CampaignDescription The films tell the story of Caleb Sorohan and Forrest Cepeda, two teenagers who were killed in distracted driving accidents years ago. In the films, we hear interviews with their family members as they discuss the devastating long-term effects of such a traumatic event.