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幸运的脸
案例简介：简介; 背景; 年轻人对购买洛托门票的兴趣低于前几代人，这一趋势令洛托对未来的增长感到担忧。更糟糕的是，20-29 岁的人口是全国最大的。繁文缛节和官僚作风使得创建新游戏变得越来越困难。我们的任务是针对千禧一代人群开展广告活动，目标是让年轻人彩票，同时将 Loto 视为与他们生活相关的东西。; 简短; 找到一种方法让洛托与下一代玩家联系。; 目标观众; 主要观众是从未玩过 Loto 的千禧一代,以及那些以前玩过但没有积极参与的人。次要观众是 18 岁以上的人。; 目标; 提高销售额; 提高品牌知名度; 达到 500,000 + 社交媒体印象。; 战略; 乐透在过去几个月的销售额一直在下降。曾经是日常仪式的一部分，人们会在当地零售商那里买票，我们现在年轻的数字本土人口不再寻找时间，也失去了购买日常彩票的兴趣。对这些年轻的、持怀疑态度的成年人来说，乐透被认为是旧的、过时的，对他们来说不是。; 在一个超过 40% 的人口低于 25 岁的国家，我们害怕变得过时，我们需要找到一种方法让精通数字的千禧一代参与进来。我们需要通过使整个参与体验具有相关性和时代性来做到这一点。我们必须超越简单地将传统的乐透体验数字化。; 我们的方法; 利用黎巴嫩青年中自我实现和个人主义的兴起，我们试图让买彩票成为一种无缝、有趣和富有表现力的体验, 对每个人来说都是独一无二的。; 结果; 结果一致。在一周内，我们售出了创纪录的 53.138 张门票，扭转了连续 3 个月的下降趋势。网站流量增加了 00 多，我们在社交媒体和当地新闻网站上收到了 200万多个印象。我们收到了三个最大的电视网络的新闻报道，估计价值 200 美元, 该活动在所有提及中获得了创纪录的 94% 的积极情绪，乐队的品牌嗡嗡声增加了 90%。该品牌计划将 Lucky Face 永久应用于所有未来的抽奖，并正在谈判将 rentiety 算法特许给世界各地的其他彩票，以创造额外的收入来源。; 执行; 重要的是，人们可以通过拍摄普通自拍来参与 Loto，而无需下载应用程序或使用特殊设备。幸运脸只要求用户发布到 Instagram 或访问我们的网站，并拍摄/上传自拍来播放 Loto。我们利用微软最新的面部识别 API 来构建一个网络应用程序来分析照片, 检测用户的面部，并使用其独特的面部特征生成与现有抽奖兼容的六位数。我们的目标是在自拍为王、 Instagram 和 Facebook 的平台上的观众。玩家可以直接在 Instagram 上玩，通过使用我们的标签发布，然后收到一个定制的链接，从其他平台购买或驱动到微型网站。整个激活过程是在两个抽奖周期中进行的，在活动成功后，进一步实施的想法会向前推进。; 活动描述; 随着 Loto 销售额在年轻人中下降，我们知道我们需要对千禧一代看待 Loto 的方式做出重大改变,但我们也意识到，由于监管和繁文缛节，改变游戏本身几乎是不可能的。相反，我们为千禧一代开发了一种新的彩票方式，可以很容易地融入现有的 Loto 抽奖。使用最新的面部识别技术，我们开发了一个网络应用程序，可以用一个独特的 6 位数的彩票号码来改变任何人的脸。; 幸运的脸让自拍痴迷的一代人有机会用自己的肖像赢得财富。通过将焦点从选择幸运数字转移到玩你的脸，我们能够以吸引新一代玩家的方式重塑彩票, 无需对现有 loto draw 进行任何更改。
幸运的脸
案例简介：Synopsis;Background;Young people are showing less interest in buying Loto tickets than previous generations, this trend is worrying Loto about future growth. To make matters worse the 20-29 demographic is the largest in the country. Red tape and bureaucracy make creating new games increasingly difficult. We were tasked with creating an advertising campaign targeting the millennial demographic with the objective of getting young people to play the lottery, while looking at Loto as something relative to their lives.;Brief;Find a way for Loto to connect with the next generation of players.;Target audience;The primary audience are millennials who have never played Loto, as well as those who have played before but are not actively participating. The secondary audience is anyone over the age of 18.;Objectives;• Increase sales;• Increase brand visibility;• Reach 500,000+ social media impressions.;Strategy;Lotto had been seeing a decrease in sales in the past months. Once part of the daily ritual, where people would buy tickets at the local retailer, our now younger, digital-native population stopped finding the time and lost interest in buying daily Lotto tickets. To these young, skeptical, adults, the Lotto was perceived as old, outdated and not for them.;Fearful of becoming obsolete in a country where over 40% of the population is below 25, we needed to find a way engage digital-savvy Millennials. And we needed to do so by making the whole participation experience relevant and contemporary. We simply had to go beyond simply digitalizing the traditional Lotto experience.;Our Approach;Leveraging the rise of self-actualization and individualism among the Lebanese youth we sought to make buying a Lotto ticket a seamless, fun and expressive experience, one that could be unique to every person.;Outcome;The results were unanimous. In a single week we sold a record 53.138 tickets, reversing a 3 months consecutive decline. Website traffic increased by over ,00 and we received over 2 million impressions on social media and local news websites. We received news coverage from the each of the three largest television networks worth an estimated $200,000.The campaign received a record 94% positive sentiment across all mentions and the band enjoyed a 90% increase in brand buzz. The brand plans to permanently implement Lucky Face into all future draws and is in negotiations to franchise the propriety algorithm to other lotteries across the world creating an additional stream of revenue.;Execution;It was important that people could participate in the Loto by taking an ordinary selfie without downloading an app or using a special device. Lucky Face only requires users to post to Instagram or visit our website and take/upload a selfie to play the Loto. We utilized Microsoft’s latest facial recognition API to build a web app that analyzes the photo, detects the users face and uses their unique facial features to generate a six-digit number that was compatible with the existing lottery draw. We targeted our audience on the platforms where the selfie is king, Instagram and Facebook. Players could play directly on Instagram by posting using our hashtag and then receiving a customized link to purchase or driven to the microsite from other platforms. The entire activation took place over the course of two draw cycles with the idea for further implementation moving forward after the campaigns success.;Campaign Description;With Loto sales falling amongst young people, we knew we needed to make a major change in the way millennials viewed the Loto, but we were also aware that changing the game itself was next to impossible due to regulation and red tape. Instead, we developed a new way for millennials to play the lottery that could easily be integrated into the existing Loto draw. Using the latest facial recognition technology we developed a web app that could turn anyone’s face in a unique, 6 digit lottery number.;Lucky Face allows a selfie obsessed generation to use their own likeness for a chance to win a fortune. By shifting the focus from choosing lucky numbers to playing with your face we were able to reinvent the lottery in a way that appealed to an entire new generation of players, without having to make any changes to the existing loto draw.
Lucky Face
案例简介：简介; 背景; 年轻人对购买洛托门票的兴趣低于前几代人，这一趋势令洛托对未来的增长感到担忧。更糟糕的是，20-29 岁的人口是全国最大的。繁文缛节和官僚作风使得创建新游戏变得越来越困难。我们的任务是针对千禧一代人群开展广告活动，目标是让年轻人彩票，同时将 Loto 视为与他们生活相关的东西。; 简短; 找到一种方法让洛托与下一代玩家联系。; 目标观众; 主要观众是从未玩过 Loto 的千禧一代,以及那些以前玩过但没有积极参与的人。次要观众是 18 岁以上的人。; 目标; 提高销售额; 提高品牌知名度; 达到 500,000 + 社交媒体印象。; 战略; 乐透在过去几个月的销售额一直在下降。曾经是日常仪式的一部分，人们会在当地零售商那里买票，我们现在年轻的数字本土人口不再寻找时间，也失去了购买日常彩票的兴趣。对这些年轻的、持怀疑态度的成年人来说，乐透被认为是旧的、过时的，对他们来说不是。; 在一个超过 40% 的人口低于 25 岁的国家，我们害怕变得过时，我们需要找到一种方法让精通数字的千禧一代参与进来。我们需要通过使整个参与体验具有相关性和时代性来做到这一点。我们必须超越简单地将传统的乐透体验数字化。; 我们的方法; 利用黎巴嫩青年中自我实现和个人主义的兴起，我们试图让买彩票成为一种无缝、有趣和富有表现力的体验, 对每个人来说都是独一无二的。; 结果; 结果一致。在一周内，我们售出了创纪录的 53.138 张门票，扭转了连续 3 个月的下降趋势。网站流量增加了 00 多，我们在社交媒体和当地新闻网站上收到了 200万多个印象。我们收到了三个最大的电视网络的新闻报道，估计价值 200 美元, 该活动在所有提及中获得了创纪录的 94% 的积极情绪，乐队的品牌嗡嗡声增加了 90%。该品牌计划将 Lucky Face 永久应用于所有未来的抽奖，并正在谈判将 rentiety 算法特许给世界各地的其他彩票，以创造额外的收入来源。; 执行; 重要的是，人们可以通过拍摄普通自拍来参与 Loto，而无需下载应用程序或使用特殊设备。幸运脸只要求用户发布到 Instagram 或访问我们的网站，并拍摄/上传自拍来播放 Loto。我们利用微软最新的面部识别 API 来构建一个网络应用程序来分析照片, 检测用户的面部，并使用其独特的面部特征生成与现有抽奖兼容的六位数。我们的目标是在自拍为王、 Instagram 和 Facebook 的平台上的观众。玩家可以直接在 Instagram 上玩，通过使用我们的标签发布，然后收到一个定制的链接，从其他平台购买或驱动到微型网站。整个激活过程是在两个抽奖周期中进行的，在活动成功后，进一步实施的想法会向前推进。; 活动描述; 随着 Loto 销售额在年轻人中下降，我们知道我们需要对千禧一代看待 Loto 的方式做出重大改变,但我们也意识到，由于监管和繁文缛节，改变游戏本身几乎是不可能的。相反，我们为千禧一代开发了一种新的彩票方式，可以很容易地融入现有的 Loto 抽奖。使用最新的面部识别技术，我们开发了一个网络应用程序，可以用一个独特的 6 位数的彩票号码来改变任何人的脸。; 幸运的脸让自拍痴迷的一代人有机会用自己的肖像赢得财富。通过将焦点从选择幸运数字转移到玩你的脸，我们能够以吸引新一代玩家的方式重塑彩票, 无需对现有 loto draw 进行任何更改。
Lucky Face
案例简介：Synopsis;Background;Young people are showing less interest in buying Loto tickets than previous generations, this trend is worrying Loto about future growth. To make matters worse the 20-29 demographic is the largest in the country. Red tape and bureaucracy make creating new games increasingly difficult. We were tasked with creating an advertising campaign targeting the millennial demographic with the objective of getting young people to play the lottery, while looking at Loto as something relative to their lives.;Brief;Find a way for Loto to connect with the next generation of players.;Target audience;The primary audience are millennials who have never played Loto, as well as those who have played before but are not actively participating. The secondary audience is anyone over the age of 18.;Objectives;• Increase sales;• Increase brand visibility;• Reach 500,000+ social media impressions.;Strategy;Lotto had been seeing a decrease in sales in the past months. Once part of the daily ritual, where people would buy tickets at the local retailer, our now younger, digital-native population stopped finding the time and lost interest in buying daily Lotto tickets. To these young, skeptical, adults, the Lotto was perceived as old, outdated and not for them.;Fearful of becoming obsolete in a country where over 40% of the population is below 25, we needed to find a way engage digital-savvy Millennials. And we needed to do so by making the whole participation experience relevant and contemporary. We simply had to go beyond simply digitalizing the traditional Lotto experience.;Our Approach;Leveraging the rise of self-actualization and individualism among the Lebanese youth we sought to make buying a Lotto ticket a seamless, fun and expressive experience, one that could be unique to every person.;Outcome;The results were unanimous. In a single week we sold a record 53.138 tickets, reversing a 3 months consecutive decline. Website traffic increased by over ,00 and we received over 2 million impressions on social media and local news websites. We received news coverage from the each of the three largest television networks worth an estimated $200,000.The campaign received a record 94% positive sentiment across all mentions and the band enjoyed a 90% increase in brand buzz. The brand plans to permanently implement Lucky Face into all future draws and is in negotiations to franchise the propriety algorithm to other lotteries across the world creating an additional stream of revenue.;Execution;It was important that people could participate in the Loto by taking an ordinary selfie without downloading an app or using a special device. Lucky Face only requires users to post to Instagram or visit our website and take/upload a selfie to play the Loto. We utilized Microsoft’s latest facial recognition API to build a web app that analyzes the photo, detects the users face and uses their unique facial features to generate a six-digit number that was compatible with the existing lottery draw. We targeted our audience on the platforms where the selfie is king, Instagram and Facebook. Players could play directly on Instagram by posting using our hashtag and then receiving a customized link to purchase or driven to the microsite from other platforms. The entire activation took place over the course of two draw cycles with the idea for further implementation moving forward after the campaigns success.;Campaign Description;With Loto sales falling amongst young people, we knew we needed to make a major change in the way millennials viewed the Loto, but we were also aware that changing the game itself was next to impossible due to regulation and red tape. Instead, we developed a new way for millennials to play the lottery that could easily be integrated into the existing Loto draw. Using the latest facial recognition technology we developed a web app that could turn anyone’s face in a unique, 6 digit lottery number.;Lucky Face allows a selfie obsessed generation to use their own likeness for a chance to win a fortune. By shifting the focus from choosing lucky numbers to playing with your face we were able to reinvent the lottery in a way that appealed to an entire new generation of players, without having to make any changes to the existing loto draw.
幸运的脸
暂无简介
Lucky Face
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基本信息
- 广告战役： #Lucky Face#
- 广告品牌： La Libanaise Des Jeux
- 发布日期： 2018-08-01
- 行业领域： 其他
- 媒体类别： APP
- 广告语言： 阿拉伯语
- 媒介平台： 网络
- 获得奖项：
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