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敏感房间
案例简介：为什么这项工作与媒体相关？ 背景是我们战略的重要组成部分。宜家饲料是一个社交媒体空间，人们认为它 “没有暴力”，就像他们的家一样。我们决定利用这一点来展示网络欺凌如何针对我们，即使我们认为自己是安全的。为了做到这一点，我们以一种新的方式使用了最常见的社交媒体功能之一: 使用图形内容过滤器来 “揭露” 一种隐藏的暴力，而不是隐藏一种明确的暴力。通过这种方式，我们将旨在保护的功能转变为教育的功能。 背景 在意大利，每4名青少年中就有1名是网络欺凌的受害者，这是一种暴力形式，即使在家庭内部也会发生，但意大利的媒体和社会仍然低估了这种暴力。 宜家希望引起人们对网络欺凌的认识，因为这种暴力行为通过他们的设备入侵了青少年的房间。 描述创意/见解 (30% 的选票) 为了让宜家的观众更了解这种无形的暴力行为，我们对宜家的社交媒体进行了黑客攻击，将青少年的房间变成了 “敏感内容”。 描述策略 (20% 的选票) 在反对网络欺凌的国庆日，宜家希望提高人们对网络欺凌的认识。我们的策略是让人们意识到这个问题，表明家庭不再是一个安全的地方，因为网络欺凌是一种通过智能手机侵入青少年房间的欺凌行为。 描述执行 (20% 的选票) 我们利用了网络上最常见的行为之一: 在Instagram帖子上点击图形内容过滤器。我们通过将图形内容过滤器应用于青少年的房间来入侵宜家的社交媒体。通过敲击过滤器，一个普通的房间被暴露出来，使人们暴露在里面看不见的暴力中。每个模糊的帖子都讲述了一个受害者的真实故事。同样的体验在店内被复制，使宜家的顾客暴露在受害者的真实话语中。我们启发青少年积极站出来，使用特殊的Instagram贴纸将他们的房间变成特殊的媒体来传播我们的信息。 列出结果 (30% 的选票) 仅一天: + 12m印象 + 740万在线覆盖范围 在国庆节期间，大多数人谈论品牌反对网络欺凌 意大利过去两年来关于网络欺凌的最高讨论 所有这些都是零付费媒体
敏感房间
案例简介：Why is this work relevant for Media? Context was an essential part of our strategy. The IKEA feed is a social media space that people perceive as “violence free”, just like their homes. We decided to leverage this to show how cyberbullying can target us even when we think we are safe. In order to do this, we used one of the most common social media features in a new way: using a Graphic Content Filter to “unveil” an hidden kind of violence instead of hiding an explicit one. By this way, we turned a feature designed to protect into a feature to educate. Background 1 out of 4 teenagers in Italy has been victim of cyberbullying, a form of violence that happens even inside homes, but it’s still under-rated by the media and society in Italy. Ikea wanted to generate awareness about Cyberbullying, because this kind of violence invades teenagers’ rooms through their devices. Describe the creative idea/insights (30% of vote) In order to make IKEA’s audience more aware about this invisible violence, we hacked IKEA's social media turning teenagers’ rooms into “Sensitive Contents”. Describe the strategy (20% of vote) For the National Day Against Cyberbullying, IKEA wanted to increase awareness about cyberbullying. Our strategy was to generate awareness about this problem showing the fact that home is not a safe place anymore, because cyberbullying is a kind of bullying that invades teenagers’ rooms through their smartphones. Describe the execution (20% of vote) We leveraged one of the most common behaviors on the web: tapping the Graphic Contents Filter on Instagram posts. We hacked IKEA’s social media by applying the Graphic Contents Filter to our teenagers’ rooms. By tapping the filter, a normal room was revealed, exposing people to the invisible violence inside. Each blurred post told a real story of a victim. The same experience was replicated in-store, exposing IKEA’s customers to a victim’s real words. We inspired teenagers to actively take a stand, using special Instagram stickers to turn their rooms into special media to spread our message. List the results (30% of vote) In just one day: +12M impressions +7.4M online reach Most talked about brand during National Day Against Cyberbullying The highest spike of conversation about cyberbullying for the last 2 years in Italy All this with ZERO PAID MEDIA
Sensitive rooms
案例简介：为什么这项工作与媒体相关？ 背景是我们战略的重要组成部分。宜家饲料是一个社交媒体空间，人们认为它 “没有暴力”，就像他们的家一样。我们决定利用这一点来展示网络欺凌如何针对我们，即使我们认为自己是安全的。为了做到这一点，我们以一种新的方式使用了最常见的社交媒体功能之一: 使用图形内容过滤器来 “揭露” 一种隐藏的暴力，而不是隐藏一种明确的暴力。通过这种方式，我们将旨在保护的功能转变为教育的功能。 背景 在意大利，每4名青少年中就有1名是网络欺凌的受害者，这是一种暴力形式，即使在家庭内部也会发生，但意大利的媒体和社会仍然低估了这种暴力。 宜家希望引起人们对网络欺凌的认识，因为这种暴力行为通过他们的设备入侵了青少年的房间。 描述创意/见解 (30% 的选票) 为了让宜家的观众更了解这种无形的暴力行为，我们对宜家的社交媒体进行了黑客攻击，将青少年的房间变成了 “敏感内容”。 描述策略 (20% 的选票) 在反对网络欺凌的国庆日，宜家希望提高人们对网络欺凌的认识。我们的策略是让人们意识到这个问题，表明家庭不再是一个安全的地方，因为网络欺凌是一种通过智能手机侵入青少年房间的欺凌行为。 描述执行 (20% 的选票) 我们利用了网络上最常见的行为之一: 在Instagram帖子上点击图形内容过滤器。我们通过将图形内容过滤器应用于青少年的房间来入侵宜家的社交媒体。通过敲击过滤器，一个普通的房间被暴露出来，使人们暴露在里面看不见的暴力中。每个模糊的帖子都讲述了一个受害者的真实故事。同样的体验在店内被复制，使宜家的顾客暴露在受害者的真实话语中。我们启发青少年积极站出来，使用特殊的Instagram贴纸将他们的房间变成特殊的媒体来传播我们的信息。 列出结果 (30% 的选票) 仅一天: + 12m印象 + 740万在线覆盖范围 在国庆节期间，大多数人谈论品牌反对网络欺凌 意大利过去两年来关于网络欺凌的最高讨论 所有这些都是零付费媒体
Sensitive rooms
案例简介：Why is this work relevant for Media? Context was an essential part of our strategy. The IKEA feed is a social media space that people perceive as “violence free”, just like their homes. We decided to leverage this to show how cyberbullying can target us even when we think we are safe. In order to do this, we used one of the most common social media features in a new way: using a Graphic Content Filter to “unveil” an hidden kind of violence instead of hiding an explicit one. By this way, we turned a feature designed to protect into a feature to educate. Background 1 out of 4 teenagers in Italy has been victim of cyberbullying, a form of violence that happens even inside homes, but it’s still under-rated by the media and society in Italy. Ikea wanted to generate awareness about Cyberbullying, because this kind of violence invades teenagers’ rooms through their devices. Describe the creative idea/insights (30% of vote) In order to make IKEA’s audience more aware about this invisible violence, we hacked IKEA's social media turning teenagers’ rooms into “Sensitive Contents”. Describe the strategy (20% of vote) For the National Day Against Cyberbullying, IKEA wanted to increase awareness about cyberbullying. Our strategy was to generate awareness about this problem showing the fact that home is not a safe place anymore, because cyberbullying is a kind of bullying that invades teenagers’ rooms through their smartphones. Describe the execution (20% of vote) We leveraged one of the most common behaviors on the web: tapping the Graphic Contents Filter on Instagram posts. We hacked IKEA’s social media by applying the Graphic Contents Filter to our teenagers’ rooms. By tapping the filter, a normal room was revealed, exposing people to the invisible violence inside. Each blurred post told a real story of a victim. The same experience was replicated in-store, exposing IKEA’s customers to a victim’s real words. We inspired teenagers to actively take a stand, using special Instagram stickers to turn their rooms into special media to spread our message. List the results (30% of vote) In just one day: +12M impressions +7.4M online reach Most talked about brand during National Day Against Cyberbullying The highest spike of conversation about cyberbullying for the last 2 years in Italy All this with ZERO PAID MEDIA
敏感房间
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