本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
说出来 Tika
案例简介：概要 新西兰土著毛利语是我们民族认同的一个独特部分，但遗憾的是它正在衰落。有多糟糕？嗯，除了只有 3.7% 的人能说毛利语之外，一些专家说，“如果它有心跳，它就会死。新西兰沃达丰一直是 Te Reo 的倡导者，他希望为其保护做出贡献。所以在 2017年，我们的简报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语言。 战略 发射前，我们种子说它 Tika 记者和新闻名人。正确发音毛利地名是他们的工作描述，使他们成为自然的倡导者。我们选择在毛利语言周前几天伸出援手，让它更有新闻价值。我们还联系了毛利影响者，如托尔 · 拉格纳罗克导演泰卡 · 怀蒂蒂，他将支持这个项目并鼓励粉丝参与。然后，我们用我们的英雄社交视频来瞄准新西兰人，他们最有可能参与并与朋友分享; 对毛利文化感兴趣和开放心态的社交媒体观众。然后，为了保证发射后的势头，我们使用了 Say It Tika 微型网站的初步数据来识别最 “精确” 的地名。我们向地区媒体发布了这些内容，以获得更多的参与和社交分享。 相关性 新西兰人有一种潜在的恐惧，我们的母语正在迅速下降。说它 Tika 点燃了他们骄傲地保留毛利语的愿望。然而，在媒体预算有限的情况下，赚得的公关对于使这个项目成为国家重要项目至关重要。因此，为了确保新闻价值和话题，我们在毛利语言周期间发起了这项运动，新西兰最著名的毛利影响者带头发起了这项运动。我们还利用了区域自豪感，向省级记者发布了最固定的地名，确保了全国各地的公关报道激增。 结果 仅在 14 天内，我们就获得了 130 条积极情绪的 100% 条新闻。我们在媒体上获得了顶级媒体报道，包括一条新闻、项目、上午节目、早餐、新西兰广播、更多调频、新西兰先驱报焦点和其他东西。总的来说，我们的人口超过了一半。对 said it Tika 网站流量的分析还显示，该网站通过有机谷歌搜索获得的点击量超过了社交媒体。这提供了证据表明，大多数来访的人说，蒂卡通过赢得的媒体和公关听到并看到了这场运动。可以说，蒂卡也成为沃达丰有史以来最成功的社会交流方式，60% 的有机接触，4% 的参与率 (是行业标准的四倍) 99.8% 的积极情绪 (六倍沃达丰的基准)。最重要的是，我们超过了沃达丰 2,500 个地名别针的目标。相反，我们把这个目标搞砸了 2,591%，总共有 67,800。消除欺骗，这导致 9,598 个独特的地名被认定为发音错误。谷歌地图现在已经开始修复这些。我们认为这是这场运动最具决定性的结果。 执行 有限的公关预算为 15,000 美元，赚媒体必须成为我们开车送人们去 sayittika.co.nz 的最大盟友。所以，我们不仅在毛利语言周推出，以确保最大的话题，我们还招募了著名的毛利演员泰默拉 · 莫里森 (詹戈 · 费特), 新西兰人不能忽视在社交视频中扮演主角; 骑牛时使用谷歌地图。这个社交视频呼吁当地人帮助找到谷歌地图的发音错误。在发射后的几个小时内，媒体蜂拥而至，数千人涌向 sayittika.co.nz 搜寻发音错误的地名。按照计划，我们使用这个初步的网站数据来开发一个最受关注的地方的列表。然后，我们用这个作为一个新的角度来告诉地区新闻媒体新西兰人认为他们的城镇是最发音错误的地名之一。这确保了第二波赚来的媒体。 活动描述 2017 年，超过一半的新西兰人每天使用谷歌地图。但是自动语音不能正确发音毛利地名。事实上，我们的母语不仅在下降; 它正在被屠杀。沃达丰将半个国家与谷歌地图联系在一起 -- 听觉和口头同化是学习一种语言的最佳方式 -- 我们认为这是一个为 Te Reo 的复兴做出贡献的绝佳机会。因此，我们创建了 “说它 tika” (说正确); 一场团结全国的运动，帮助谷歌地图在 sayittika.co.nz 找到并修复其发音错误。这个互动网站使当地人能够在数字地图上收听全国每个毛利人的地名，并在谷歌地图不够的地方放一个别针。沃达丰和谷歌随后与语言学家合作修复这些语音错误。
说出来 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 Pre-launch, we seeded Say It Tika to journalists and news personalities. It’s in their job description to pronounce Maori place names correctly, making them natural advocates. We chose to reach out just days before Maori Language Week - making Say It Tika even more newsworthy. We also reached out to Maori influencers, such as Thor Ragnarok director, Taika Waititi, who would champion the project and encourage fans to participate. We then targeted New Zealanders with our hero social video who were most likely to engage and share it with friends; a social media audience with an interest in Maori culture and an open mindset. Then, to guarantee momentum beyond launch, we used preliminary data from the Say It Tika microsite to identify the most ‘pinned’ place names. We released these to regional media for a fresh angle on the project, to generate more engagement and social sharing. Relevancy New Zealanders have a latent fear our native language is rapidly declining. Say It Tika ignited their desire to proudly preserve the Maori language. However, with a limited media budget, earned PR was vital to make this a project of national importance. So, to ensure newsworthiness and topicality, we launched during Maori Language Week with New Zealand’s most well-known Maori influencer spearheading the campaign. We also harnessed regional pride, releasing the most pinned place names to provincial journalists, securing a surge in earned PR coverage throughout the country. Outcome In just 14 days, we secured 130 news items with 100% positive sentiment. And we achieved top tier media coverage in outlets including One News, The Project, The AM Show, Breakfast, Radio New Zealand, More FM, NZ Herald Focus and Stuff.co.nz. In total, we reached over half the population. Analysis of Say it Tika website traffic also revealed the site received more hits through organic Google searches than through social media. This provided evidence that most people visiting Say it Tika heard and saw the campaign through earned media and PR. Say It Tika also became Vodafone’s most successful social communication ever, with 60% organic reach, an engagement rate of 4% (four times the industry norm) and 99.8% positive sentiment (six times Vodafone’s benchmark). 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 With a limited PR budget of $15,000, earned media had to be our biggest ally in driving people to sayittika.co.nz. So, not only did we launch during Maori Language Week to ensure maximum topicality, we enlisted renowned Maori actor, Temuera Morrison (Jango Fett), to star in a social video New Zealanders couldn’t ignore; Tem using Google Maps while riding a cow. This social video called on locals to help find Google Maps’ pronunciation blunders. Within hours of launching, it got the media buzzing and thousands flocking to sayittika.co.nz to hunt down mispronounced place names. As planned, we used this preliminary website data to develop a list of the most pinned places. We then used this as a fresh angle to tell regional news outlets New Zealanders had identified their town as one of the most mispronounced place names. This secured a second wave of earned media. 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 新西兰土著毛利语是我们民族认同的一个独特部分，但遗憾的是它正在衰落。有多糟糕？嗯，除了只有 3.7% 的人能说毛利语之外，一些专家说，“如果它有心跳，它就会死。新西兰沃达丰一直是 Te Reo 的倡导者，他希望为其保护做出贡献。所以在 2017年，我们的简报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语言。 战略 发射前，我们种子说它 Tika 记者和新闻名人。正确发音毛利地名是他们的工作描述，使他们成为自然的倡导者。我们选择在毛利语言周前几天伸出援手，让它更有新闻价值。我们还联系了毛利影响者，如托尔 · 拉格纳罗克导演泰卡 · 怀蒂蒂，他将支持这个项目并鼓励粉丝参与。然后，我们用我们的英雄社交视频来瞄准新西兰人，他们最有可能参与并与朋友分享; 对毛利文化感兴趣和开放心态的社交媒体观众。然后，为了保证发射后的势头，我们使用了 Say It Tika 微型网站的初步数据来识别最 “精确” 的地名。我们向地区媒体发布了这些内容，以获得更多的参与和社交分享。 相关性 新西兰人有一种潜在的恐惧，我们的母语正在迅速下降。说它 Tika 点燃了他们骄傲地保留毛利语的愿望。然而，在媒体预算有限的情况下，赚得的公关对于使这个项目成为国家重要项目至关重要。因此，为了确保新闻价值和话题，我们在毛利语言周期间发起了这项运动，新西兰最著名的毛利影响者带头发起了这项运动。我们还利用了区域自豪感，向省级记者发布了最固定的地名，确保了全国各地的公关报道激增。 结果 仅在 14 天内，我们就获得了 130 条积极情绪的 100% 条新闻。我们在媒体上获得了顶级媒体报道，包括一条新闻、项目、上午节目、早餐、新西兰广播、更多调频、新西兰先驱报焦点和其他东西。总的来说，我们的人口超过了一半。对 said it Tika 网站流量的分析还显示，该网站通过有机谷歌搜索获得的点击量超过了社交媒体。这提供了证据表明，大多数来访的人说，蒂卡通过赢得的媒体和公关听到并看到了这场运动。可以说，蒂卡也成为沃达丰有史以来最成功的社会交流方式，60% 的有机接触，4% 的参与率 (是行业标准的四倍) 99.8% 的积极情绪 (六倍沃达丰的基准)。最重要的是，我们超过了沃达丰 2,500 个地名别针的目标。相反，我们把这个目标搞砸了 2,591%，总共有 67,800。消除欺骗，这导致 9,598 个独特的地名被认定为发音错误。谷歌地图现在已经开始修复这些。我们认为这是这场运动最具决定性的结果。 执行 有限的公关预算为 15,000 美元，赚媒体必须成为我们开车送人们去 sayittika.co.nz 的最大盟友。所以，我们不仅在毛利语言周推出，以确保最大的话题，我们还招募了著名的毛利演员泰默拉 · 莫里森 (詹戈 · 费特), 新西兰人不能忽视在社交视频中扮演主角; 骑牛时使用谷歌地图。这个社交视频呼吁当地人帮助找到谷歌地图的发音错误。在发射后的几个小时内，媒体蜂拥而至，数千人涌向 sayittika.co.nz 搜寻发音错误的地名。按照计划，我们使用这个初步的网站数据来开发一个最受关注的地方的列表。然后，我们用这个作为一个新的角度来告诉地区新闻媒体新西兰人认为他们的城镇是最发音错误的地名之一。这确保了第二波赚来的媒体。 活动描述 2017 年，超过一半的新西兰人每天使用谷歌地图。但是自动语音不能正确发音毛利地名。事实上，我们的母语不仅在下降; 它正在被屠杀。沃达丰将半个国家与谷歌地图联系在一起 -- 听觉和口头同化是学习一种语言的最佳方式 -- 我们认为这是一个为 Te Reo 的复兴做出贡献的绝佳机会。因此，我们创建了 “说它 tika” (说正确); 一场团结全国的运动，帮助谷歌地图在 sayittika.co.nz 找到并修复其发音错误。这个互动网站使当地人能够在数字地图上收听全国每个毛利人的地名，并在谷歌地图不够的地方放一个别针。沃达丰和谷歌随后与语言学家合作修复这些语音错误。
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 Pre-launch, we seeded Say It Tika to journalists and news personalities. It’s in their job description to pronounce Maori place names correctly, making them natural advocates. We chose to reach out just days before Maori Language Week - making Say It Tika even more newsworthy. We also reached out to Maori influencers, such as Thor Ragnarok director, Taika Waititi, who would champion the project and encourage fans to participate. We then targeted New Zealanders with our hero social video who were most likely to engage and share it with friends; a social media audience with an interest in Maori culture and an open mindset. Then, to guarantee momentum beyond launch, we used preliminary data from the Say It Tika microsite to identify the most ‘pinned’ place names. We released these to regional media for a fresh angle on the project, to generate more engagement and social sharing. Relevancy New Zealanders have a latent fear our native language is rapidly declining. Say It Tika ignited their desire to proudly preserve the Maori language. However, with a limited media budget, earned PR was vital to make this a project of national importance. So, to ensure newsworthiness and topicality, we launched during Maori Language Week with New Zealand’s most well-known Maori influencer spearheading the campaign. We also harnessed regional pride, releasing the most pinned place names to provincial journalists, securing a surge in earned PR coverage throughout the country. Outcome In just 14 days, we secured 130 news items with 100% positive sentiment. And we achieved top tier media coverage in outlets including One News, The Project, The AM Show, Breakfast, Radio New Zealand, More FM, NZ Herald Focus and Stuff.co.nz. In total, we reached over half the population. Analysis of Say it Tika website traffic also revealed the site received more hits through organic Google searches than through social media. This provided evidence that most people visiting Say it Tika heard and saw the campaign through earned media and PR. Say It Tika also became Vodafone’s most successful social communication ever, with 60% organic reach, an engagement rate of 4% (four times the industry norm) and 99.8% positive sentiment (six times Vodafone’s benchmark). 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 With a limited PR budget of $15,000, earned media had to be our biggest ally in driving people to sayittika.co.nz. So, not only did we launch during Maori Language Week to ensure maximum topicality, we enlisted renowned Maori actor, Temuera Morrison (Jango Fett), to star in a social video New Zealanders couldn’t ignore; Tem using Google Maps while riding a cow. This social video called on locals to help find Google Maps’ pronunciation blunders. Within hours of launching, it got the media buzzing and thousands flocking to sayittika.co.nz to hunt down mispronounced place names. As planned, we used this preliminary website data to develop a list of the most pinned places. We then used this as a fresh angle to tell regional news outlets New Zealanders had identified their town as one of the most mispronounced place names. This secured a second wave of earned media. 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 Tika
暂无简介
Say It Tika
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
