Shot on Iphone: Bastlle Day|短视频,户外|广告营销案例【ADGuider广告指南】

在 Iphone 上拍摄: 拜斯勒日

案例简介：结果 IPhone 拍摄: 巴士底日是全球 iPhone 拍摄活动的一个有针对性的本地化延伸，给法国街头带来了爱国主义和自豪感。这曾经是一场全球运动，成为法国人民在文化上相关的爱国主义旗帜，被法国人民射杀。这项运动被战略性地放置在法国两个主要城市的关键位置，专门针对旅游中心，这意味着我们能够接触到 20% 的人口，并产生 23,185,420 的印象。IPhone 活动的延长确保了 iPhone 6s 的持续销售和 iPhone 7 的创纪录上市销售。活动描述每年 7月14日法国标志着巴士底日。这是一个纪念和庆祝自由的日子。在经历了动荡的一年之后，巴士底日 2016 给了我们一个及时的机会来纪念整个文化 -- 同时展示了让法国成为现实的普通人们的非凡成就。这个主意？利用法国 iPhone 用户拍摄的照片，展示我们在 iPhone 上拍摄的照片，重现标志性的法国国旗。结果呢？三个令人惊叹的三重奏，每个包括三张图片，张贴在巴黎和里昂著名的旅游中心附近，以吸引数百万人的目光。为我们的贡献者提供画廊，为公民庆祝活动提供完美的背景。执行关键是简单。因此，与 iPhone 运动的更广泛镜头相一致，我们的设计故意保持隐性。这种纯粹的极简主义使我们能够通过确保所有的注意力都集中在最重要的事情上来庆祝真实的人: 日常 iPhone 用户创造的令人惊叹的摄影。最重要的是，优雅的 by-line，确保每个贡献者获得他们的信用。概要我们希望在法国增加品牌亲和力和相关性，同时利用公关机会。在法国，外国品牌与文化真正接触，而不是强加自己的文化，这是一种明显的欣赏。这是我们坚持的标准，每一步都是如此。法国的国庆节，巴士底狱日，为苹果公司提供了一个建立有意义的本地联系的时刻 -- 在两个主要城市有七个著名的户外网站，持续三周。战略我们旨在通过真诚、尊重和庆祝的方式与法国文化接触，提高苹果在当地的可信度。利用全球活动来放大当地文化。媒体方法在成为巴士底日的一部分而不仅仅是把它作为销售产品的广告时刻方面发挥了至关重要的作用。苹果和这场运动正是真正的庆祝活动和情感发生的地方。我们在法国两个主要城市经常光顾的公共场所使用户外场所，成为法国文化的真正一部分。此外，照片出现在其他地方，包括 apple.com/fr 登陆页面上的一条引人注目的假日信息 -- 苹果平台上有各种巴士底日内容。

在 Iphone 上拍摄: 拜斯勒日

案例简介：Outcome Shot on iPhone: Bastille Day was a targeted, localized extension of the worldwide Shot on iPhone campaign that brought a sense of patriotism and pride to the streets of France. What was once a global campaign became a culturally relevant banner of patriotism for the people of France, shot by the people of France. The campaign was strategically placed in key locations in two of France’s major cities, specifically targeting travel hubs meaning we were able to reach 20% of the population and generated 23,185,420 impressions. The extension of the Shot on iPhone campaign ensured continued iPhone 6s sales and record launch sales for iPhone 7. CampaignDescription Every 14 July France marks Bastille Day. It’s a day of remembrance and a national celebration of freedom. And following a turbulent year for the country, Bastille Day 2016 gave us a timely opportunity to honour an entire culture – while showcasing the extraordinary achievements of the everyday people who make France what it is. The idea? Flex our Shot on iPhone campaign to recreate the iconic French flag using photos shot by French iPhone users. The result? Three stunning tricolores, each comprising three images, posted near prominent travel hubs in Paris and Lyon to catch the eye of the millions who travel home and away for the holiday. Providing a gallery for our contributors and a perfect backdrop for the civic celebrations. Execution The key is simplicity. So in line with the broader Shot on iPhone campaign, our design stayed deliberately recessive. This pure minimalism enables us to celebrate real people by ensuring all focus stays on the most important thing: the stunning photography created by everyday iPhone users. And, crucially, the elegant by-line, which ensures every contributor gets their credit. Synopsis We were looking to increase brand affinity and relevance in France, capitalising on PR opportunities along the way. There’s a palpable appreciation in France for foreign brands that engage authentically with the culture, rather than imposing their own. This was a standard we held ourselves to, every step of the way.France’s national day, Bastille Day, offered a moment for Apple to forge a meaningful local connection – with seven prominent outdoor sites across two major cities for three weeks. Strategy We aimed to increase Apple’s local credibility by engaging with French culture in a genuine, respectful and celebratory way. Using a global campaign to zoom in on local culture. The media approach played a crucial role in being part of Bastille Day rather than just using it as an advertising moment to sell products. Apple and the campaign were placed exactly where the real celebrations and emotions happen. We used outdoor placements in highly frequented public places in two major cities in France to become a true part of French culture. What’s more, the photography appeared elsewhere, including a striking holiday message on the landing page of apple.com/fr – and there were various Bastille Day content offerings across Apple platforms.