Car vs Data|短视频|广告营销案例【ADGuider广告指南】

汽车 vs 数据

案例简介：概要在加拿大国家铁路客运服务 VIA Rail 覆盖的市场中，当路况理想时，汽车是最快的选择。然而，大多数时候，当交通和恶劣天气挡住了路，火车成为最好的解决方案。当消费者计划从 a点到 B 点的旅行时，他们主要关心的是最短的旅行时间。这是一个全球性的事实，但它在加拿大尤其强大，因为它广阔的领土可以让旅行时间更长。由于他们无条件地热爱汽车，司机往往对开车到达某个地方需要多长时间过于乐观，没有将实时路况纳入他们的计算。战略竞选战略是利用实时交通和天气数据，最大限度地提高信息对驾车者的相关性。我们比较了两种交通方式的实时旅行信息: 当交通或恶劣天气条件出现时，司机会被提醒他们选择了错误的交通方式。与谷歌地图和天气网络的合作使我们的数据战略变得生动起来。我们专门为此活动创建了编程接口，并在每个接触点集成了数据馈送，从而实现了所有户外和数字渠道的实时数据管理和同步。我们面临的挑战是为司机提供 VIA Rail 覆盖的 16 条高速公路的实时交通信息。在任何给定的时间点，消息都是为每个消费者定制的。它考虑了他们当前的地理位置、他们预测的最终目的地以及实时交通和天气数据。相关性从汽车运输股票是一个巨大的挑战。我们不需要说服人们采用我们的公司，而是要改变他们的交通习惯。我们建立了一个基于实时流量的整个媒体生态系统，以警告、证明和说服人们在合适的时候乘火车。为此，我们利用数据跟踪司机的交通旅程。一旦我们收集了信息，我们就对它们进行了分割和合并，以创建我们的实时提要; 指导我们所有接触点并实时向数百万汽车司机提供独特信息的人。结果 VIA Rail 成功地窃取了股票，这似乎是一场无与伦比的竞争: 汽车!火车客流量同比增长 11.7%，收入增长 13.9%，以汽车为代价。我们所有的媒体策略都大大超过了通常的标准。上下文化消息产生的点击率比我们所有的展示和移动活动高出 95%，它们帮助通过铁路预订引擎提高了 14% 的转换率。执行在我们确定即将旅行的司机之前，我们通过数字横幅和扫描扫描电镜来定位那些在家乡以外的目的地查找天气或交通信息的人，这些信息传达了汽车与火车的实时旅行时间。在数字户外活动期间，我们覆盖了魁北克和多伦多之间的所有主要公路。该消息是实时调整的，根据每个标志的位置和当前的交通状况显示估计到达时间。因为它是基于每个板的地理位置，所以消息总是定制的。之后，我们利用我们的户外合作伙伴关系收集了所有接触广告的司机以及交通堵塞的司机的移动设备。然后，当这些司机到达目的地时，我们重新瞄准了他们，展示了一条个性化的信息，提醒他们在交通中的沮丧和乘坐火车的好处。活动描述当我们知道这一点时，25% 的人将交通归类为现实生活中的压力成分 (愤怒和攻击性实际上可以成为糟糕交通体验后的真实症状); 在机会中转变这种洞察力似乎是准确的。消费者需要被最重要的实时信息所说服。就像我们知道他们要长途旅行时发起的谈话, 向他们展示他们预计的到达时间比预期的要长，因为他们在繁忙的高速公路上开车，或者提醒他们到达最终目的地后不久的旅行有多糟糕。

汽车 vs 数据

案例简介：Synopsis In the markets covered by VIA Rail, Canada's national rail passenger service, the car is the fastest option when the road conditions are ideal. Most of the time however, when traffic and bad weather get in the way, the train becomes the best solution. When consumers plan a trip from Point A to Point B, their primary concern is to have the shortest travel time. This is a global truth, but it is especially powerful in Canada because its vast territories can make travel time even longer. Because of their unconditional love of cars, drivers tend to be overly optimistic about how long it actually takes to get somewhere by car, failing to factor real-time road conditions into their calculations. Strategy The campaign strategy was to leverage real-time traffic and weather data to maximize the relevance of the message for motorists. We compared real-time travel information for both transportation options: when traffic or bad weather conditions arise, drivers were reminded they took the wrong transportation mode. Partnerships with Google Maps and the Weather Network made our data strategy come to life. We created programming interfaces specifically for this campaign and integrated the data feed at each touch point, enabling the real-time data management and synchronization across all out-of-home and digital channels. Our challenge was to provide drivers with real-time traffic information on each of the 16 stretches of highways covered by VIA Rail. At any given point in time, the message was customized to each consumer. It took into consideration their current geo-position, their predicted end destination and real-time traffic and weather data. Relevancy Steeling transportation shares from cars is a huge challenge. We don’t have to convince people to adopt our company, but to change their transportation habits. We built a whole media ecosystem based on real-time traffic feed, to warn, prove, and convince people to take the train at the right moment. To do so we leverage data to follow drivers along their transportation journey. Once we collect the info, we segmented and merged them to create our real-time feed; the one who guide all our touchpoints and provide a unique message at millions of car drivers in real time. Outcome VIA Rail succeed at stealing shares to what seemed an unbeatable competition: car! Train ridership rose by 11.7% year-over-year, and revenues increased by 13.9%, to the expense of cars. All of our media tactics greatly outperformed the usual standards. Contextualized messages generated click rates that were 95% higher than all of our display and mobile campaigns, and they helped increase the conversion rate by 14% on VIA Rail's booking engine. Execution Before We identified drivers about to travel by targeting those who looked up for weather or traffic information for a destination outside their home town with digital banners and SEM communicating real-time travel times for car versus train. During With digital out-of-home, we covered all of the major highways between Quebec and Toronto. The message was adapted in real-time, displaying the estimated arrival time based on the location of each sign and current traffic conditions. Because it was based on the geo-location of each board, the message was always customized. After We leveraged our out-of-home partnership to collect all the mobile deviceIDs of drivers exposed to the advertising as well as drivers who were stuck in traffic jams. We then re-targeted these drivers as they arrived at their destination, displaying a personalized message that reminded them of the frustration of being in traffic and the benefits of taking the train. CampaignDescription When we know that, 25% of people classify the traffic as a stress component in their real life (anger and aggressiveness can actually become real symptoms following a bad-traffic-experience); it’s seemed accurate to transform this insight in opportunity. Consumers needed to be convinced by real-time information at the moment it mattered the most. Like initiating the conversation when we knew they were going to travel a long distance, showing them that their projected arrival time was longer than expected as they are driving down a busy highway or reminding them how bad was their travel to their final destination shortly after they arrived.

Car vs Data

案例简介：概要在加拿大国家铁路客运服务 VIA Rail 覆盖的市场中，当路况理想时，汽车是最快的选择。然而，大多数时候，当交通和恶劣天气挡住了路，火车成为最好的解决方案。当消费者计划从 a点到 B 点的旅行时，他们主要关心的是最短的旅行时间。这是一个全球性的事实，但它在加拿大尤其强大，因为它广阔的领土可以让旅行时间更长。由于他们无条件地热爱汽车，司机往往对开车到达某个地方需要多长时间过于乐观，没有将实时路况纳入他们的计算。战略竞选战略是利用实时交通和天气数据，最大限度地提高信息对驾车者的相关性。我们比较了两种交通方式的实时旅行信息: 当交通或恶劣天气条件出现时，司机会被提醒他们选择了错误的交通方式。与谷歌地图和天气网络的合作使我们的数据战略变得生动起来。我们专门为此活动创建了编程接口，并在每个接触点集成了数据馈送，从而实现了所有户外和数字渠道的实时数据管理和同步。我们面临的挑战是为司机提供 VIA Rail 覆盖的 16 条高速公路的实时交通信息。在任何给定的时间点，消息都是为每个消费者定制的。它考虑了他们当前的地理位置、他们预测的最终目的地以及实时交通和天气数据。相关性从汽车运输股票是一个巨大的挑战。我们不需要说服人们采用我们的公司，而是要改变他们的交通习惯。我们建立了一个基于实时流量的整个媒体生态系统，以警告、证明和说服人们在合适的时候乘火车。为此，我们利用数据跟踪司机的交通旅程。一旦我们收集了信息，我们就对它们进行了分割和合并，以创建我们的实时提要; 指导我们所有接触点并实时向数百万汽车司机提供独特信息的人。结果 VIA Rail 成功地窃取了股票，这似乎是一场无与伦比的竞争: 汽车!火车客流量同比增长 11.7%，收入增长 13.9%，以汽车为代价。我们所有的媒体策略都大大超过了通常的标准。上下文化消息产生的点击率比我们所有的展示和移动活动高出 95%，它们帮助通过铁路预订引擎提高了 14% 的转换率。执行在我们确定即将旅行的司机之前，我们通过数字横幅和扫描扫描电镜来定位那些在家乡以外的目的地查找天气或交通信息的人，这些信息传达了汽车与火车的实时旅行时间。在数字户外活动期间，我们覆盖了魁北克和多伦多之间的所有主要公路。该消息是实时调整的，根据每个标志的位置和当前的交通状况显示估计到达时间。因为它是基于每个板的地理位置，所以消息总是定制的。之后，我们利用我们的户外合作伙伴关系收集了所有接触广告的司机以及交通堵塞的司机的移动设备。然后，当这些司机到达目的地时，我们重新瞄准了他们，展示了一条个性化的信息，提醒他们在交通中的沮丧和乘坐火车的好处。活动描述当我们知道这一点时，25% 的人将交通归类为现实生活中的压力成分 (愤怒和攻击性实际上可以成为糟糕交通体验后的真实症状); 在机会中转变这种洞察力似乎是准确的。消费者需要被最重要的实时信息所说服。就像我们知道他们要长途旅行时发起的谈话, 向他们展示他们预计的到达时间比预期的要长，因为他们在繁忙的高速公路上开车，或者提醒他们到达最终目的地后不久的旅行有多糟糕。

Car vs Data

案例简介：Synopsis In the markets covered by VIA Rail, Canada's national rail passenger service, the car is the fastest option when the road conditions are ideal. Most of the time however, when traffic and bad weather get in the way, the train becomes the best solution. When consumers plan a trip from Point A to Point B, their primary concern is to have the shortest travel time. This is a global truth, but it is especially powerful in Canada because its vast territories can make travel time even longer. Because of their unconditional love of cars, drivers tend to be overly optimistic about how long it actually takes to get somewhere by car, failing to factor real-time road conditions into their calculations. Strategy The campaign strategy was to leverage real-time traffic and weather data to maximize the relevance of the message for motorists. We compared real-time travel information for both transportation options: when traffic or bad weather conditions arise, drivers were reminded they took the wrong transportation mode. Partnerships with Google Maps and the Weather Network made our data strategy come to life. We created programming interfaces specifically for this campaign and integrated the data feed at each touch point, enabling the real-time data management and synchronization across all out-of-home and digital channels. Our challenge was to provide drivers with real-time traffic information on each of the 16 stretches of highways covered by VIA Rail. At any given point in time, the message was customized to each consumer. It took into consideration their current geo-position, their predicted end destination and real-time traffic and weather data. Relevancy Steeling transportation shares from cars is a huge challenge. We don’t have to convince people to adopt our company, but to change their transportation habits. We built a whole media ecosystem based on real-time traffic feed, to warn, prove, and convince people to take the train at the right moment. To do so we leverage data to follow drivers along their transportation journey. Once we collect the info, we segmented and merged them to create our real-time feed; the one who guide all our touchpoints and provide a unique message at millions of car drivers in real time. Outcome VIA Rail succeed at stealing shares to what seemed an unbeatable competition: car! Train ridership rose by 11.7% year-over-year, and revenues increased by 13.9%, to the expense of cars. All of our media tactics greatly outperformed the usual standards. Contextualized messages generated click rates that were 95% higher than all of our display and mobile campaigns, and they helped increase the conversion rate by 14% on VIA Rail's booking engine. Execution Before We identified drivers about to travel by targeting those who looked up for weather or traffic information for a destination outside their home town with digital banners and SEM communicating real-time travel times for car versus train. During With digital out-of-home, we covered all of the major highways between Quebec and Toronto. The message was adapted in real-time, displaying the estimated arrival time based on the location of each sign and current traffic conditions. Because it was based on the geo-location of each board, the message was always customized. After We leveraged our out-of-home partnership to collect all the mobile deviceIDs of drivers exposed to the advertising as well as drivers who were stuck in traffic jams. We then re-targeted these drivers as they arrived at their destination, displaying a personalized message that reminded them of the frustration of being in traffic and the benefits of taking the train. CampaignDescription When we know that, 25% of people classify the traffic as a stress component in their real life (anger and aggressiveness can actually become real symptoms following a bad-traffic-experience); it’s seemed accurate to transform this insight in opportunity. Consumers needed to be convinced by real-time information at the moment it mattered the most. Like initiating the conversation when we knew they were going to travel a long distance, showing them that their projected arrival time was longer than expected as they are driving down a busy highway or reminding them how bad was their travel to their final destination shortly after they arrived.

汽车 vs 数据

暂无简介

Car vs Data

暂无简介

汽车 vs 数据

汽车 vs 数据

Car vs Data

Car vs Data

汽车 vs 数据

Car vs Data

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