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说出来蒂卡
案例简介：概要 新西兰的土著毛利人语言是我们民族身份的独特部分，但可悲的是它正在下降。有多糟糕？嗯，除了只有3.7% 的人口能够说Te Reo (毛利语)，一些专家说，“如果它有心跳，它就会死。” 沃达丰新西兰一直是Te Reo的长期倡导者，希望为保护它做出贡献。因此，在2017年，我们的简介是找到一种有意义的方法来利用沃达丰广泛的移动网络来保护该语言。 战略 社交媒体无疑是人们最常把自己的信仰和激情戴在袖子上的地方。由于媒体支出有限，我们利用了这一点。我们着手针对那些最有可能参与并与朋友分享倡议的人; 对毛利人文化感兴趣和开放心态的猕猴桃社交媒体受众。为了激发他们采取行动的愿望，我们会用一个令人垂涎的社交视频定位来呼吁他们的爱国主义意识，把它说成是一个保护我们民族身份的项目。我们还计划与重要的毛利人有影响力的人接触，例如Thor Ragnarok导演Taika Waititi，他们自然会鼓励粉丝参加。然后，我们将使用初步的网站数据来识别最 “固定” 的地方，并将其发布给这些城镇的新闻媒体，以产生赚取的PR，以鼓励更多的新西兰人参加。 相关性 Google Maps在发音新西兰的毛利人地名方面做得很糟糕。沃达丰想为此做些事情。但是，由于有超过15,000个毛利人的地名，我们需要先确定哪些地名是错误的，然后才能纠正它们。因此，我们启动了Say It Tika; 由沃达丰 (Vodafone) 和谷歌 (Googe) 发起的一项运动，通过帮助Google Maps在sayittika.co.nz查找并修复其发音错误，激发了热情的新西兰人保护其文化。换句话说，这是一场地方运动，召集了成千上万的人来帮助改变全球平台。 结果 在短短14天内，Tika成为沃达丰有史以来最成功的社交交流:-有机影响力达到令人难以置信的60%-该视频的参与率为4% (行业标准的4倍)。-积极情绪达到99.8% (沃达丰基准的6倍)。-而且，超过40% 的人口达到了目标 (是我们目标的两倍)。最重要的是，有7,500名新西兰人自动分享了sayittika.co.nz的图钉，帮助我们通过口口相传吸引了更多的受众。此外，在顶级媒体渠道上产生了130条获得的新闻，覆盖了一半以上的人口。但是，最重要的是，我们超过了沃达丰2500个地名图钉的目标。相反，我们将这一目标降低了2,591%，总计67,800。取消欺骗后，导致9,598个独特的地名被识别为发音错误。谷歌地图现在已经着手修复这些问题。我们认为这是竞选活动最具决定性的结果。 执行 为了推动反应，我们需要引起全国的注意。因此，我们发布了一个有针对性的社交视频，呼吁当地人提供帮助。但这不仅仅是任何视频。我们邀请了著名的毛利人演员Temuera Morrison (Jango Fett) 出演人们无法忽略的内容作品; 骑牛时使用Google地图。在几个小时内，它引起了媒体的热议，成千上万的人涌向沃达丰的interactive Say it Tika网站，以寻找发音错误的毛利人地名。然后，按照计划，我们使用这些初步响应来识别最 “固定” 的地名。我们以此作为一个新的角度来告诉地区新闻媒体，他们的城镇被认为是最糟糕的。这确保了一波赚取的保险。活动结束后，沃达丰，Google和一组语言学家着手修复新西兰人在Google地图上发现的每个语音错误。 运动描述 2017年，每天有超过50万新西兰人使用Google地图。但是自动语音没有正确地发音毛利人的地名。实际上，我们的母语不仅在下降; 它被屠杀了。沃达丰 (Vodafone) 将一半的国家与Google Maps连接起来-听觉和口头同化是学习语言的最佳方式-我们认为这是为振兴Te Reo做出贡献的绝佳机会。因此，我们创建了 “说对了” (Say It tika) (说对了); 该运动召集了全国，以帮助Google Maps在sayittika.co.nz查找并修复其发音错误。这个互动网站使当地人能够在数字地图上收听该国每个毛利人的地名，并在Google地图不足的地方放一个图钉。沃达丰和谷歌随后与语言学家合作修复了这些语音错误。
说出来蒂卡
案例简介：Synopsis New Zealand’s indigenous Maori language is a unique part of our national identity, but sadly it’s in decline. How badly? Well, besides only 3.7% of the population being able to speak Te Reo (the Maori language), some experts say that “if it had a heartbeat, it would be dead.” Vodafone New Zealand, who have been a long-standing advocate for Te Reo, wanted to contribute to its preservation. So in 2017, our brief was to find a meaningful way to utilise Vodafone’s extensive mobile network to protect the language. Strategy Social media is undoubtedly the place where people most often wear their beliefs and passions on their sleeve. With a limited media spend, we used this to our advantage. We set out to target those who were most likely to engage and share the initiative with friends; a Kiwi social media audience with an interest in Maori culture and an open mindset. To activate their desire to take action, we’d appeal to their sense of patriotism with a thumb-stopping social video positioning Say It Tika as a project that would protect our national identity. We also planned to reach out to key Maori influencers like Thor Ragnarok director, Taika Waititi, who would naturally encourage fans to participate. We’d then use preliminary website data to identify the most ‘pinned’ places, and release these to news outlets in those towns to generate earned PR encouraging more Kiwis to partake. Relevancy Google Maps does a terrible job of pronouncing New Zealand’s Maori place names. Vodafone wanted to do something about it. But with over 15,000 Maori place names out there, we needed to identify which ones were wrong before we could correct them. So we launched Say It Tika; a campaign powered by Vodafone and Googe that activated passionate New Zealanders to protect their culture, by helping Google Maps find and fix its pronunciation blunders at sayittika.co.nz. In other words, it was a local campaign that rallied thousands of individuals to help change a global platform. Outcome In just 14 days, Say It Tika became Vodafone’s most successful social communication ever: - Organic reach hit an incredible 60% - The video received an engagement rate of 4% (4X the industry norm). - Positive sentiment hit 99.8% (6X Vodafone’s benchmark). - And, over 40% of the population were reached (double our target). On top of this, 7,500+ Kiwis auto-shared their pins from sayittika.co.nz, helping us reach an even bigger audience through word-of-mouth. Moreover, 130 earned news items were generated across top tier media channels, reaching over half the population. But, most importantly, we exceeded Vodafone's target of 2,500 place name pins. Instead, we blew this objective by 2,591%, with a total of 67,800. De-duped, this resulted in 9,598 unique place names being identified as mispronounced. Google Maps have now set about fixing these. We see this as the campaign’s most defining result. Execution To drive response, we needed to grab the attention of the nation. So, we launched with a targeted social video calling on locals to help. But it wasn’t just any video. We enlisted well-known Maori actor, Temuera Morrison (Jango Fett), to star in a content piece people couldn’t ignore; Tem using Google Maps while riding a cow.Within hours, it got the media buzzing and thousands flocked to Vodafone’s interactive Say It Tika site to hunt down mispronounced Maori place names. Then, as planned, we used these preliminary responses to identify the most ‘pinned’ place names. We used this as a fresh angle to tell regional news outlets their towns were identified as the most poorly pronounced. This secured a wave of earned coverage. Once the campaign was over, Vodafone, Google and a team of linguists set about fixing every phonetic error Kiwis had found on Google Maps. CampaignDescription In 2017, over half a million New Zealanders used Google Maps every day. But the automated voice wasn’t pronouncing Maori place names correctly. In fact, our native language wasn’t just declining; it was being butchered. With Vodafone connecting half the country to Google Maps – and with aural and oral assimilation the best way to learn a language – we saw this as a prime opportunity to contribute towards a revitalisation of Te Reo. So we created ‘Say It Tika’ (Say It Right); a campaign that rallied the nation to help Google Maps find and fix its pronunciation blunders at sayittika.co.nz. This interactive site enabled locals to listen to every Maori place name in the country on a digital map, and drop a pin wherever Google Maps was falling short. Vodafone and Google then worked with linguists to fix these phonetic errors.
Say It Tika
案例简介：概要 新西兰的土著毛利人语言是我们民族身份的独特部分，但可悲的是它正在下降。有多糟糕？嗯，除了只有3.7% 的人口能够说Te Reo (毛利语)，一些专家说，“如果它有心跳，它就会死。” 沃达丰新西兰一直是Te Reo的长期倡导者，希望为保护它做出贡献。因此，在2017年，我们的简介是找到一种有意义的方法来利用沃达丰广泛的移动网络来保护该语言。 战略 社交媒体无疑是人们最常把自己的信仰和激情戴在袖子上的地方。由于媒体支出有限，我们利用了这一点。我们着手针对那些最有可能参与并与朋友分享倡议的人; 对毛利人文化感兴趣和开放心态的猕猴桃社交媒体受众。为了激发他们采取行动的愿望，我们会用一个令人垂涎的社交视频定位来呼吁他们的爱国主义意识，把它说成是一个保护我们民族身份的项目。我们还计划与重要的毛利人有影响力的人接触，例如Thor Ragnarok导演Taika Waititi，他们自然会鼓励粉丝参加。然后，我们将使用初步的网站数据来识别最 “固定” 的地方，并将其发布给这些城镇的新闻媒体，以产生赚取的PR，以鼓励更多的新西兰人参加。 相关性 Google Maps在发音新西兰的毛利人地名方面做得很糟糕。沃达丰想为此做些事情。但是，由于有超过15,000个毛利人的地名，我们需要先确定哪些地名是错误的，然后才能纠正它们。因此，我们启动了Say It Tika; 由沃达丰 (Vodafone) 和谷歌 (Googe) 发起的一项运动，通过帮助Google Maps在sayittika.co.nz查找并修复其发音错误，激发了热情的新西兰人保护其文化。换句话说，这是一场地方运动，召集了成千上万的人来帮助改变全球平台。 结果 在短短14天内，Tika成为沃达丰有史以来最成功的社交交流:-有机影响力达到令人难以置信的60%-该视频的参与率为4% (行业标准的4倍)。-积极情绪达到99.8% (沃达丰基准的6倍)。-而且，超过40% 的人口达到了目标 (是我们目标的两倍)。最重要的是，有7,500名新西兰人自动分享了sayittika.co.nz的图钉，帮助我们通过口口相传吸引了更多的受众。此外，在顶级媒体渠道上产生了130条获得的新闻，覆盖了一半以上的人口。但是，最重要的是，我们超过了沃达丰2500个地名图钉的目标。相反，我们将这一目标降低了2,591%，总计67,800。取消欺骗后，导致9,598个独特的地名被识别为发音错误。谷歌地图现在已经着手修复这些问题。我们认为这是竞选活动最具决定性的结果。 执行 为了推动反应，我们需要引起全国的注意。因此，我们发布了一个有针对性的社交视频，呼吁当地人提供帮助。但这不仅仅是任何视频。我们邀请了著名的毛利人演员Temuera Morrison (Jango Fett) 出演人们无法忽略的内容作品; 骑牛时使用Google地图。在几个小时内，它引起了媒体的热议，成千上万的人涌向沃达丰的interactive Say it Tika网站，以寻找发音错误的毛利人地名。然后，按照计划，我们使用这些初步响应来识别最 “固定” 的地名。我们以此作为一个新的角度来告诉地区新闻媒体，他们的城镇被认为是最糟糕的。这确保了一波赚取的保险。活动结束后，沃达丰，Google和一组语言学家着手修复新西兰人在Google地图上发现的每个语音错误。 运动描述 2017年，每天有超过50万新西兰人使用Google地图。但是自动语音没有正确地发音毛利人的地名。实际上，我们的母语不仅在下降; 它被屠杀了。沃达丰 (Vodafone) 将一半的国家与Google Maps连接起来-听觉和口头同化是学习语言的最佳方式-我们认为这是为振兴Te Reo做出贡献的绝佳机会。因此，我们创建了 “说对了” (Say It tika) (说对了); 该运动召集了全国，以帮助Google Maps在sayittika.co.nz查找并修复其发音错误。这个互动网站使当地人能够在数字地图上收听该国每个毛利人的地名，并在Google地图不足的地方放一个图钉。沃达丰和谷歌随后与语言学家合作修复了这些语音错误。
Say It Tika
案例简介：Synopsis New Zealand’s indigenous Maori language is a unique part of our national identity, but sadly it’s in decline. How badly? Well, besides only 3.7% of the population being able to speak Te Reo (the Maori language), some experts say that “if it had a heartbeat, it would be dead.” Vodafone New Zealand, who have been a long-standing advocate for Te Reo, wanted to contribute to its preservation. So in 2017, our brief was to find a meaningful way to utilise Vodafone’s extensive mobile network to protect the language. Strategy Social media is undoubtedly the place where people most often wear their beliefs and passions on their sleeve. With a limited media spend, we used this to our advantage. We set out to target those who were most likely to engage and share the initiative with friends; a Kiwi social media audience with an interest in Maori culture and an open mindset. To activate their desire to take action, we’d appeal to their sense of patriotism with a thumb-stopping social video positioning Say It Tika as a project that would protect our national identity. We also planned to reach out to key Maori influencers like Thor Ragnarok director, Taika Waititi, who would naturally encourage fans to participate. We’d then use preliminary website data to identify the most ‘pinned’ places, and release these to news outlets in those towns to generate earned PR encouraging more Kiwis to partake. Relevancy Google Maps does a terrible job of pronouncing New Zealand’s Maori place names. Vodafone wanted to do something about it. But with over 15,000 Maori place names out there, we needed to identify which ones were wrong before we could correct them. So we launched Say It Tika; a campaign powered by Vodafone and Googe that activated passionate New Zealanders to protect their culture, by helping Google Maps find and fix its pronunciation blunders at sayittika.co.nz. In other words, it was a local campaign that rallied thousands of individuals to help change a global platform. Outcome In just 14 days, Say It Tika became Vodafone’s most successful social communication ever: - Organic reach hit an incredible 60% - The video received an engagement rate of 4% (4X the industry norm). - Positive sentiment hit 99.8% (6X Vodafone’s benchmark). - And, over 40% of the population were reached (double our target). On top of this, 7,500+ Kiwis auto-shared their pins from sayittika.co.nz, helping us reach an even bigger audience through word-of-mouth. Moreover, 130 earned news items were generated across top tier media channels, reaching over half the population. But, most importantly, we exceeded Vodafone's target of 2,500 place name pins. Instead, we blew this objective by 2,591%, with a total of 67,800. De-duped, this resulted in 9,598 unique place names being identified as mispronounced. Google Maps have now set about fixing these. We see this as the campaign’s most defining result. Execution To drive response, we needed to grab the attention of the nation. So, we launched with a targeted social video calling on locals to help. But it wasn’t just any video. We enlisted well-known Maori actor, Temuera Morrison (Jango Fett), to star in a content piece people couldn’t ignore; Tem using Google Maps while riding a cow.Within hours, it got the media buzzing and thousands flocked to Vodafone’s interactive Say It Tika site to hunt down mispronounced Maori place names. Then, as planned, we used these preliminary responses to identify the most ‘pinned’ place names. We used this as a fresh angle to tell regional news outlets their towns were identified as the most poorly pronounced. This secured a wave of earned coverage. Once the campaign was over, Vodafone, Google and a team of linguists set about fixing every phonetic error Kiwis had found on Google Maps. CampaignDescription In 2017, over half a million New Zealanders used Google Maps every day. But the automated voice wasn’t pronouncing Maori place names correctly. In fact, our native language wasn’t just declining; it was being butchered. With Vodafone connecting half the country to Google Maps – and with aural and oral assimilation the best way to learn a language – we saw this as a prime opportunity to contribute towards a revitalisation of Te Reo. So we created ‘Say It Tika’ (Say It Right); a campaign that rallied the nation to help Google Maps find and fix its pronunciation blunders at sayittika.co.nz. This interactive site enabled locals to listen to every Maori place name in the country on a digital map, and drop a pin wherever Google Maps was falling short. Vodafone and Google then worked with linguists to fix these phonetic errors.
说出来蒂卡
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Say It Tika
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