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Tramroulette
案例简介：战略 简而言之，该品牌的目标是唤醒我们所有人的玩家 -- 一个广泛的目标受众，包括每个 18 岁至 65 岁以上的荷兰人。当你意识到玩耍的兴奋时，你会更开放，更有可能去荷兰赌场。荷兰赌场广告策略围绕着那些或多或少有意识但可识别的时刻，人们在日常生活中下注。这场特定的运动旨在将这一概念带入现实生活，并让人们与之互动。 相关性 为此，媒体以创造性的 “故事” 方式进行了规划和部署。户外和电车广告结合现场激活变成了一种赌场体验，通过 Facebook live 直播，粉丝们可以在那里观看和玩游戏。 结果 那天，数百人在街上玩耍。然而，最重要的是，Facebook 的直播流达到了荷兰赌场粉丝数量的两倍，成千上万的人在那里玩耍。考虑到这纯粹是有机的，因此没有付费，真的很高。这是荷兰赌场有史以来得分最好的社交媒体活动。最好的结果是积极的情绪，表明荷兰赌场作为唯一真正的赌场得到了回报。 活动描述 无论是有意识还是无意识，我们都在最奇怪的小事上下注。就像你在等待电车到达的时候。很可能你会把自己定位在你期望电车门停下来的地方。当他们这样做的时候，这个小小的胜利会给你一个快乐的时刻。将这种感觉变成现实生活中的荷兰赌场体验是证明他们相信每个人都有玩家的好方法。在现实生活中，通过个人的一对一的方式传达荷兰赌场的信息。Tram Roulette 到底做了什么。 概要 真正证明他们相信每个人都有一个玩家，这增强了荷兰赌场作为唯一真正赌场的定位。这在面临日益自由化的荷兰赌博市场尤其重要。这就是为什么，除了经典广告，品牌承诺也以一对一的实时体验激活，让品牌更接近人们的日常生活。 执行 有一天，一个繁忙的阿姆斯特丹电车站变成了现实生活中的轮盘赌。不久前，我们在 Facebook 上宣布了这项活动。当天，轮盘赌球被定位在电车上的另一个地方。路人在现场被皇家荷兰赌场的克劳皮斯指导并颁发奖品。与此同时，我们在 Facebook Live 上直播了这项活动，激活了 “社区克劳皮尔”，并引导在线观众在评论中实时播放。我们在 Facebook 上用一部电影结束了竞选。这样，一个普通的电车站就变成了弹出式赌场，也变成了户外广告，变成了互动、实时、跨频道的赌场体验。
Tramroulette
案例简介：Strategy In short, the aim of the brand is to awake the player inside all of us - a wide target audience, consisting of every Dutchman aged 18 to well over 65. When you realize the excitement of play, you’re more open and likely to visit Holland Casino. The Holland Casino advertising strategy revolves around those more or less conscious yet recognizable moments one wages a bet on something in everyday life. This specific campaign was meant to take this notion into real-life and have people interact with it. Relevancy For this campaign media was planned and deployed in a creative ‘storydoing’ way. Outdoor and tram advertising combined with live activation turned into a casino experience that was broadcasted through Facebook Live, where fans could watch and play along with the game. Outcome On the streets, hundreds of people played along that day. Yet on top of that, the Facebook Live streams reached twice the number of people in the Holland Casino fan base and thousands of people played along there. Really high considering this was purely organic, thus not paid for. It was the best scoring social media activity for Holland Casino ever. The best result was the positive sentiment that indicates this paid off in positioning Holland Casino as the only true casino. CampaignDescription We all bet on the strangest little things, whether consciously or unconsciously. Like when you’re waiting for the tram to arrive. Chances are you’ll position yourself on the spot you’d expect the doors of the tram to stop. And when they do, this small victory gives you a moment of joy. Turning that feeling into a real-life Holland Casino experience is a great way to prove their belief that there’s a player in everyone. And to get the Holland Casino message across on a personal, one-on-one level - both in real life ánd on Facebook Live. Exactly what Tram Roulette did. Synopsis Truly proving their belief there’s a player in everyone enhances the positioning of Holland Casino as the only genuine casino. This is especially important in the Dutch gambling market that faces increased liberalization. That’s why, next to classic advertising, the brand promise is also activated in one-on-one, real-time experiences, bringing the brand closer to people’s everyday lives. Execution For one day, a busy Amsterdam tram stop was transformed into a real-life roulette strip. We announced the event on Facebook shortly before. On the day itself, each round of play the roulette ball was positioned on another spot on the tram. Passers-by were guided and awarded prizes on the spot by real Holland Casino croupiers. Meanwhile we broadcasted the event on Facebook Live, where the ‘community croupier’ activated and guided online viewers to play along in real-time in the comments. We wrapped up the campaign with an after movie on Facebook. This way, an ordinary tram stop converted into a pop-up casino, also became outdoor advertising transformed into a interactive, real-time, cross channel casino experience.
Tramroulette
案例简介：战略 简而言之，该品牌的目标是唤醒我们所有人的玩家 -- 一个广泛的目标受众，包括每个 18 岁至 65 岁以上的荷兰人。当你意识到玩耍的兴奋时，你会更开放，更有可能去荷兰赌场。荷兰赌场广告策略围绕着那些或多或少有意识但可识别的时刻，人们在日常生活中下注。这场特定的运动旨在将这一概念带入现实生活，并让人们与之互动。 相关性 为此，媒体以创造性的 “故事” 方式进行了规划和部署。户外和电车广告结合现场激活变成了一种赌场体验，通过 Facebook live 直播，粉丝们可以在那里观看和玩游戏。 结果 那天，数百人在街上玩耍。然而，最重要的是，Facebook 的直播流达到了荷兰赌场粉丝数量的两倍，成千上万的人在那里玩耍。考虑到这纯粹是有机的，因此没有付费，真的很高。这是荷兰赌场有史以来得分最好的社交媒体活动。最好的结果是积极的情绪，表明荷兰赌场作为唯一真正的赌场得到了回报。 活动描述 无论是有意识还是无意识，我们都在最奇怪的小事上下注。就像你在等待电车到达的时候。很可能你会把自己定位在你期望电车门停下来的地方。当他们这样做的时候，这个小小的胜利会给你一个快乐的时刻。将这种感觉变成现实生活中的荷兰赌场体验是证明他们相信每个人都有玩家的好方法。在现实生活中，通过个人的一对一的方式传达荷兰赌场的信息。Tram Roulette 到底做了什么。 概要 真正证明他们相信每个人都有一个玩家，这增强了荷兰赌场作为唯一真正赌场的定位。这在面临日益自由化的荷兰赌博市场尤其重要。这就是为什么，除了经典广告，品牌承诺也以一对一的实时体验激活，让品牌更接近人们的日常生活。 执行 有一天，一个繁忙的阿姆斯特丹电车站变成了现实生活中的轮盘赌。不久前，我们在 Facebook 上宣布了这项活动。当天，轮盘赌球被定位在电车上的另一个地方。路人在现场被皇家荷兰赌场的克劳皮斯指导并颁发奖品。与此同时，我们在 Facebook Live 上直播了这项活动，激活了 “社区克劳皮尔”，并引导在线观众在评论中实时播放。我们在 Facebook 上用一部电影结束了竞选。这样，一个普通的电车站就变成了弹出式赌场，也变成了户外广告，变成了互动、实时、跨频道的赌场体验。
Tramroulette
案例简介：Strategy In short, the aim of the brand is to awake the player inside all of us - a wide target audience, consisting of every Dutchman aged 18 to well over 65. When you realize the excitement of play, you’re more open and likely to visit Holland Casino. The Holland Casino advertising strategy revolves around those more or less conscious yet recognizable moments one wages a bet on something in everyday life. This specific campaign was meant to take this notion into real-life and have people interact with it. Relevancy For this campaign media was planned and deployed in a creative ‘storydoing’ way. Outdoor and tram advertising combined with live activation turned into a casino experience that was broadcasted through Facebook Live, where fans could watch and play along with the game. Outcome On the streets, hundreds of people played along that day. Yet on top of that, the Facebook Live streams reached twice the number of people in the Holland Casino fan base and thousands of people played along there. Really high considering this was purely organic, thus not paid for. It was the best scoring social media activity for Holland Casino ever. The best result was the positive sentiment that indicates this paid off in positioning Holland Casino as the only true casino. CampaignDescription We all bet on the strangest little things, whether consciously or unconsciously. Like when you’re waiting for the tram to arrive. Chances are you’ll position yourself on the spot you’d expect the doors of the tram to stop. And when they do, this small victory gives you a moment of joy. Turning that feeling into a real-life Holland Casino experience is a great way to prove their belief that there’s a player in everyone. And to get the Holland Casino message across on a personal, one-on-one level - both in real life ánd on Facebook Live. Exactly what Tram Roulette did. Synopsis Truly proving their belief there’s a player in everyone enhances the positioning of Holland Casino as the only genuine casino. This is especially important in the Dutch gambling market that faces increased liberalization. That’s why, next to classic advertising, the brand promise is also activated in one-on-one, real-time experiences, bringing the brand closer to people’s everyday lives. Execution For one day, a busy Amsterdam tram stop was transformed into a real-life roulette strip. We announced the event on Facebook shortly before. On the day itself, each round of play the roulette ball was positioned on another spot on the tram. Passers-by were guided and awarded prizes on the spot by real Holland Casino croupiers. Meanwhile we broadcasted the event on Facebook Live, where the ‘community croupier’ activated and guided online viewers to play along in real-time in the comments. We wrapped up the campaign with an after movie on Facebook. This way, an ordinary tram stop converted into a pop-up casino, also became outdoor advertising transformed into a interactive, real-time, cross channel casino experience.
Tramroulette
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Tramroulette
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基本信息
- 广告战役： #Holland Casino-互动-0803#
- 广告品牌： Holland Casino
- 发布日期： 2000
- 行业领域： 影音娱乐 , 商务服务
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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