The Call That Comes After|短视频|广告营销案例【ADGuider广告指南】

之后的电话

案例简介：活动描述开车时出车祸会很可怕。但如果这从未发生在你身上，那也很难想象。如果我们能创造一种感觉如此真实的体验 -- 即使只是一瞬间 -- 以至于它从来没有真正变成真实，会怎么样？数据洞察: 发短信是青少年开始与朋友交谈的第一方式。(资料来源: 皮尤 2015。)考虑到我们的目标是让父母和他们的青少年之间进行对话，这个想法似乎很自然地利用了一种聪明而创新的短信策略。为了创建从视频到短信的同步频道跳跃时刻，我们结合了五个技术平台: IBM 营销云、按需视频渲染引擎、 YouTube 、 l.A.m.P.网络服务堆栈和触发的短信。关于创意: 个性化视频以前做过 (例如，“精灵自己”)。个性化实时电子邮件以前做过 (例如，欺诈警报)。个性化短信通知以前做过 (例如，移动漫游警报)。然而，对我们的知识和研究来说，营销技术的实时整合将所有这三种结合成一个无缝的实时故事体验是全球第一。 BriefWithProjectedOutcomes 在加拿大，大麻的监管格局正在发生变化。例如，药房很普遍，但却存在于法律的灰色地带。在这种环境下，政府宣布大麻将在 2018年前合法化。这给我们如何谈论未成年人使用大麻带来了持续的复杂性。媒体战略数据通过使 it 体验具有多维度，增强了我们的创造力。这里的数据故事不是关于体积和复杂性 (尽管后端有很多复杂性)。这是关于时间和相关性，推动震撼和敬畏的个性化。有关数据旅程的概述，请参见附件 “数据/用户旅程” PDF。我们的数据和技术服务于实时通信，使用电子邮件、视频和短信这三种方式对每个收件人进行个性化。用户操作是触发点，我们的系统将其转换为数据点结果最好的故事有层层含义。我们使用数据和技术来增强和维度化这个故事，并创造一个真正的三层体验 -- 以数据驱动的高潮。轶事和焦点小组报告说，父母和青少年的情绪如此高涨，随后就高驾驶话题进行了激烈的对话。我们知道，当父母与孩子交谈时，他们不太可能从事冒险行为。通过启用对话，我们改变了行为。在竞选的头 60 天，以及大规模支持推出之前:-13,200 对话开始了。-82% 的观看率到频道跳跃时刻。-网站流量增加了 1,946%-每周增加 113%，在独特的视频视图。简要解释相关性没有数据和技术，这场运动的核心电影是无效的。数据让我们在三个层面上讲述我们的故事。第一: 一段视频。第二: 一层个性化，让观众在电影中看到自己。第三: 从视频到 txt 消息的通道跳跃时刻，将我们的目标从被动观众变成主动参与者。这有助于克服 PSA 类别中行为改变的主要障碍之一。也就是说: 没有人认为这会发生在他们身上。我们对数据的使用创造了一个与故事、父母和青少年之间的深刻联系。战略说到数据，更多并不总是更好。在这种情况下，我们只需要三个关于我们青少年目标的高价值数据: 他们的姓名、电子邮件地址和电话号码。但是我们没有去青少年那里拿，而是去了他们的父母那里。通过父母瞄准青少年有两个功能: 1) 它允许我们为青少年创造个性化体验。2) 因为我们同时获得了父母和青少年的数据，所以它允许用户打开他们之间的交流渠道，并完成我们的谈话简短。概要在年轻司机中，吸食大麻的驾驶比酒后驾驶更普遍。(来源 CCSA 2016 清除大麻上的烟雾。)此外，超过一半的司机在车祸后赶到创伤中心时体内含有毒品，通常是大麻。(来源: NBC 新闻) 但是我们如何让青少年相信危险是真实的？研究表明，改变行为的最有效方法实际上非常简单: 父母和孩子谈论毒品。(资料来源: 国家酗酒和药物依赖委员会。无毒品 kids.org 和大都会人寿跟踪研究 2009 的伙伴关系。) 我们的简报: 引发父母和孩子之间关于吸食大麻的危险的对话。

之后的电话

案例简介：CampaignDescription Having a car accident while driving high would be horrible. But if it’s never happened to you, it’s also pretty hard to imagine. What if we could create an experience that feels so real – even if just for a moment – that it never actually becomes real?Data insight: Texting is the #1 way teens start conversations with their friends. (Source: Pew 2015.) Considering that our goal was to enable a conversation between parents and their teenagers, it seemed natural that the idea leverage a smart and innovative SMS tactic. To create a synchronous, channel-jump moment from video to SMS, we combined five technology platforms: IBM Marketing Cloud, an on-demand video rendering engine, YouTube, a L.A.M.P. web service stack and triggered SMS. On originality:Personalized video has been done before (e.g., “Elf Yourself”).Personalized real-time email has been done before (e.g., fraud alerts).Personalized SMS notifications have been done before (e.g., mobile roaming alerts). However, the real-time integration of marketing technologies to combine all three into one seamless, real-time story experience for a brand is, to our knowledge and research, a global first. BriefWithProjectedOutcomes In Canada, the regulatory landscape for marijuana is shifting by the minute. Dispensaries are widespread, for example, and yet exist in legal grey zones. Within this environment, the government announced that marijuana will be legalized by 2018. This creates ongoing complexity to how we speak to marijuana use among minors. MediaStrategy Data enhances our creative by making the experience of it multi-dimensional. The data story here is not about volume and complexity (although there's plenty of complexity on the back end). It’s about timing and relevance driving shock-and-awe personalization.Please see attached “Data/User Journey” PDF for an overview of the data journey.Our data and technology is in service of real-time communication that’s personalized to each recipient using all three of email, video and SMS. User actions are trigger points, which our system translates into data points Outcome The best stories have layers of meaning. We used data and technology to enhance and dimensionalize this story, and create a true three-ply experience – with a data-driven climax.Anecdotal and focus groups report moments of emotion so heightened both parents and teenagers were brought to tears, followed by tough conversations on the topic of high driving. We know that when parents have conversations with their kids, they are less likely to engage in risky behaviour. By enabling the conversation, we were changing behaviour. In the campaign’s first 60 days, and prior to mass support rolling out: – 13,200 conversations started.– 82% view-thru rate to the channel-jump moment. – Site traffic increased by 1,946%– 113% week over week increase in unique video views. BriefExplanation Relevancy Without data and technology, the film at the heart of this campaign is not effective.Data allowed us to tell our story on three layers. First: a video. Second: a layer of personalization, so viewers see themselves in the film. Third: a channel-jump moment from video to txt message that turns our target from passive viewer to active participant. This helps overcome one of the major barriers to behaviour change in the PSA category. Namely: no one thinks it’ll happen to them. Our use of data creates a profound moment of connection to the story, and between parent and teenager. Strategy When it comes to data, more is not always better. In this case, we needed just three high-value pieces of data about our teenaged target: their name, email address and phone number. But instead of going to the teenagers to get it, we went to their parents. Targeting teens through parents serves two functions:1) It allows us to create a personalized experience for the teenager. 2) Because we acquired both parent and teenager data, it allows use to open a line of communication between them, and fulfill our brief of enabling conversation. Synopsis Driving while high on marijuana is more prevalent among young drivers than drunk driving. (Source CCSA 2016 Clearing the Smoke on Cannabis.) Plus, more than half the drivers rushed to trauma centers following car accidents have drugs in their system, usually marijuana. (Source: NBC News) But how do we convince teens that the danger is real? Research showed that the most effective way to change behaviour is actually very simple: by parents talking to their kids about drugs.(Source: National Council of Alcoholism and drug dependence. Partnership for drug free kids.org and Metlife tracking study 2009.)Our brief: trigger a conversation between parents and their kids about the dangers of driving high on marijuana.