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Orcon + Iggy Pop
案例简介：描述客户的简报: Orcon 是一家新西兰电信公司。尽管提供了更快的宽带和卓越的客户服务，但在由大型企业 (沃达丰和电信) 主导的市场中，这还是相对未知的。因此，该机构的总体简报旨在提高人们对这种卓越宽带服务的认识。我们的策略是通过举办一次重大的在线活动来传达这一点 -- 实际上是一次大规模的产品展示 -- 并通过让国家参与进来来建立对 Orcon 的认识。虽然我们必须向品牌吸引新客户，但活动的每个阶段都首先从与现有 Orcon 客户沟通开始。 创意执行: Orcon 是一家互联网公司，在这场运动的各个方面，从试镜的呼吁，到 facebook 的活动，再到与 Iggy 一起直播的活动本身，互联网是核心。当每个电信公司都在谈论其产品和服务时, 这场运动的力量和独创性在于，Orcon 实际上利用其宽带实现了世界第一的技术壮举 -- 将来自新西兰各地的九个新西兰人的家连接到迈阿密的 Iggy 工作室, 并重新录制经典曲目《乘客》。 描述简短/目标的创造性解决方案。 我们创造了一个世界第一的活动，一个用 Iggy Pop 在线直播重新录制《乘客》的机会。我们的直接回应目标是双重的: 吸引足够多的有才华的试镜，以确保我们能够选择我们的虚拟乐队。最大限度地提高国家对试镜过程的参与。试镜的呼声首先向 Orcon 的客户群、 facebook 朋友以及在线广告发出。随后，15 个 tvc 和街头海报将其扩展，呼吁人们与伊基 · 波普一起直播。参赛者然后将试镜直接上传到一个专门构建的 facebook 应用程序，在那里他们可以被浏览。 尽可能详细地描述结果。 -我们在 10 天内收到了 200 次视频试镜，这是一个极好的人才库，可以从中挑选我们的 9 名乐队成员。-试镜在 facebook 上浏览了 100,000 多次，这是对该活动兴趣激增的一部分。世界各地的国家媒体、黄金时段时事电视节目、网站和博客都报道了这一点。-3,500 新的 Orcon facebook 朋友在短短 2 周内。-在电视广告投放之前，这场运动就产生了超过 650,000 新西兰元的无偿媒体报道。-Orcon 的销售额比前一年增长了 30%。
Orcon + Iggy Pop
案例简介：Describe the brief from the client: Orcon is a New Zealand telecommunications company. Despite offering faster broadband and superior customer service, it was relatively unknown in a market dominated by the huge corporates (Vodafone and Telecom). The agency’s overall brief was therefore to raise awareness of this superior broadband offering. Our strategy was to communicate this by staging a major online event – in effect a mass product demonstration - and build awareness of Orcon by engaging the nation with it. While we had to attract new customers to the brand, every stage of the campaign began by communicating firstly with existing Orcon customers. Creative Execution: Orcon is an internet company and in every aspect of this campaign, from the call for auditions, through the facebook activity to the Play live with Iggy event itself, the internet was central. While every telco talks up its product and services, the strength and originality of this campaign was that Orcon actually used its broadband to enable a world-first technical feat – connecting nine Kiwis from their homes across New Zealand to Iggy’s studio in Miami, and re-recording the classic track 'The Passenger'. Describe the creative solution to the brief/objective. We created a world-first event, a chance to re-record 'The Passenger', live online, with Iggy Pop. Our direct response objective was two-fold: Attract a large enough pool of talented auditions to ensure we could select our virtual band. Maximise the country’s engagement with the auditioning process. The call for auditions went out first to Orcon’s customer base, to its facebook friends, and via online advertising. This was then extended by 15” TVCs and street posters calling for people to Play live with Iggy Pop. Entrants then uploaded auditions directly to a specially built facebook application, where they could be browsed. Describe the results in as much detail as possible. - We received 200 video auditions in 10 days, a superb talent pool to select our nine band-members from. - Auditions viewed more than 100,000 times on facebook, part of an explosion of interest in the campaign. National press, prime-time current affairs TV shows, websites and blogs all over the world picked it up. - 3,500 new Orcon facebook friends in just 2 weeks. - The campaign generated over NZ$650,000 of unpaid media coverage before the TV ad had even run. - And Orcon’s sales increased 30% on previous year.
Orcon + Iggy Pop
案例简介：描述客户的简报: Orcon 是一家新西兰电信公司。尽管提供了更快的宽带和卓越的客户服务，但在由大型企业 (沃达丰和电信) 主导的市场中，这还是相对未知的。因此，该机构的总体简报旨在提高人们对这种卓越宽带服务的认识。我们的策略是通过举办一次重大的在线活动来传达这一点 -- 实际上是一次大规模的产品展示 -- 并通过让国家参与进来来建立对 Orcon 的认识。虽然我们必须向品牌吸引新客户，但活动的每个阶段都首先从与现有 Orcon 客户沟通开始。 创意执行: Orcon 是一家互联网公司，在这场运动的各个方面，从试镜的呼吁，到 facebook 的活动，再到与 Iggy 一起直播的活动本身，互联网是核心。当每个电信公司都在谈论其产品和服务时, 这场运动的力量和独创性在于，Orcon 实际上利用其宽带实现了世界第一的技术壮举 -- 将来自新西兰各地的九个新西兰人的家连接到迈阿密的 Iggy 工作室, 并重新录制经典曲目《乘客》。 描述简短/目标的创造性解决方案。 我们创造了一个世界第一的活动，一个用 Iggy Pop 在线直播重新录制《乘客》的机会。我们的直接回应目标是双重的: 吸引足够多的有才华的试镜，以确保我们能够选择我们的虚拟乐队。最大限度地提高国家对试镜过程的参与。试镜的呼声首先向 Orcon 的客户群、 facebook 朋友以及在线广告发出。随后，15 个 tvc 和街头海报将其扩展，呼吁人们与伊基 · 波普一起直播。参赛者然后将试镜直接上传到一个专门构建的 facebook 应用程序，在那里他们可以被浏览。 尽可能详细地描述结果。 -我们在 10 天内收到了 200 次视频试镜，这是一个极好的人才库，可以从中挑选我们的 9 名乐队成员。-试镜在 facebook 上浏览了 100,000 多次，这是对该活动兴趣激增的一部分。世界各地的国家媒体、黄金时段时事电视节目、网站和博客都报道了这一点。-3,500 新的 Orcon facebook 朋友在短短 2 周内。-在电视广告投放之前，这场运动就产生了超过 650,000 新西兰元的无偿媒体报道。-Orcon 的销售额比前一年增长了 30%。
Orcon + Iggy Pop
案例简介：Describe the brief from the client: Orcon is a New Zealand telecommunications company. Despite offering faster broadband and superior customer service, it was relatively unknown in a market dominated by the huge corporates (Vodafone and Telecom). The agency’s overall brief was therefore to raise awareness of this superior broadband offering. Our strategy was to communicate this by staging a major online event – in effect a mass product demonstration - and build awareness of Orcon by engaging the nation with it. While we had to attract new customers to the brand, every stage of the campaign began by communicating firstly with existing Orcon customers. Creative Execution: Orcon is an internet company and in every aspect of this campaign, from the call for auditions, through the facebook activity to the Play live with Iggy event itself, the internet was central. While every telco talks up its product and services, the strength and originality of this campaign was that Orcon actually used its broadband to enable a world-first technical feat – connecting nine Kiwis from their homes across New Zealand to Iggy’s studio in Miami, and re-recording the classic track 'The Passenger'. Describe the creative solution to the brief/objective. We created a world-first event, a chance to re-record 'The Passenger', live online, with Iggy Pop. Our direct response objective was two-fold: Attract a large enough pool of talented auditions to ensure we could select our virtual band. Maximise the country’s engagement with the auditioning process. The call for auditions went out first to Orcon’s customer base, to its facebook friends, and via online advertising. This was then extended by 15” TVCs and street posters calling for people to Play live with Iggy Pop. Entrants then uploaded auditions directly to a specially built facebook application, where they could be browsed. Describe the results in as much detail as possible. - We received 200 video auditions in 10 days, a superb talent pool to select our nine band-members from. - Auditions viewed more than 100,000 times on facebook, part of an explosion of interest in the campaign. National press, prime-time current affairs TV shows, websites and blogs all over the world picked it up. - 3,500 new Orcon facebook friends in just 2 weeks. - The campaign generated over NZ$650,000 of unpaid media coverage before the TV ad had even run. - And Orcon’s sales increased 30% on previous year.
Orcon + Iggy Pop
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Orcon + Iggy Pop
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基本信息
- 广告品牌： Orcon Broadband
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Cannes Lions 2010 金奖 直效（Product & Service/Commercial Public Services, incl. Healthcare & Medical）
- Cannes Lions 2010 铜奖 推广（Product & Service/Commercial Public Services, incl. Healthcare & Medical）
- Cannes Lions 2010 铜奖 推广（Best Integrated Promotional Campaign/Best Integrated Campaign Led by Promotion and Activation）
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