The Virtual Crash Billboard|户外|广告营销案例【ADGuider广告指南】

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虚拟碰撞广告牌

案例简介：相关性虚拟碰撞广告牌是为巴黎道路安全局设计的一场运动，它以直接和直接的方式让公众参与。这一次是从特技开始的: 行人明显犯了粗心大意的错误，他们将尝试他们行为的危险。立即，他们也将成为直接针对他们的广告活动的演员。二维码导致了坠机幸存者的信息、承诺和对运动做出贡献的选择。只有一个广告牌，我们开始了一个关于闯红灯的全国性对话。概要在法国，尤其是在巴黎及其郊区，行人过马路时会粗心。过去一年，4500 人因轻率行为受伤或死亡。巴黎道路安全管理局希望提高人们对成为粗心行人的危险的认识，以便减少这个惊人的数字。活动描述不幸的是，为了改变行为，没有什么比经历危险更有影响了。我们想: 为什么总是要先发生事故才能让人们意识到危险？如果没有单一的实际撞车影响，我们如何创造巨大的大众媒体影响？这场运动的创造性想法诞生了，让人们体验到被汽车撞的恐惧，并将这种个人的经历转化为针对最多人群的提高认识群众运动。影响-没有影响。执行从 3月22日开始，该机构在巴黎举行了一次前所未有的实地行动，以提高人们对粗心行人危险的认识。一个特别设计的交互式数字广告牌在巴黎地区繁忙的人行横道附近连续展出。智能广告牌配有运动探测器、扬声器和摄像头，每当行人试图过马路时，“红人” (没有过马路标志) 都会发出尖叫轮胎的声音是。不听话的行人受惊的脸被直接投射到广告牌上，并在标题旁边展示: “不要冒险面对死亡。检查灯光并安全穿过 ”。广告牌上的二维码让行人看到了真实坠机幸存者的视频信息。然后，他们可以承诺不再闯红灯，并为竞选贡献他们的照片。结果这个 “虚拟碰撞广告牌” 视频不仅是视频的惊人数量和高度参与度，而且真正开始了对话。几天后，“行人和司机共存” 的话题成为法国主要新闻网站、电视频道和社交网络的 n ° 1 话题。然后，该运动开始了 “有机” 世界巡演。这些数字爆炸式增长，“虚拟撞车广告牌” 在全球范围内传播开来。超过 15 个电视节目、 100 个全球新闻数字平台和社交网络上不可估量的帖子都与该运动联系在一起，视频以多种语言被字幕。在活动启动后仅两周内，我们就已经可以统计出 600万个有机视图、 250.000 个互动和 1800万个总印象。仅仅两个月后，2017年5月30日，据我们所知，我们统计:-5000万个有机视图-1200 万个互动战略在道路安全方面，法国人尤其不遵守道路安全规则。这对司机和行人都是如此。我们决定让人们体验面临迫在眉睫的危险的独特时刻，而不是再次重复规则。我们创造了这个特殊时刻的条件。我们将这些人受惊的面孔的照片作为在现实生活条件下制作的海报，并将当下的电影作为在线宣传工具。广告牌上的二维码显示了真正坠机幸存者的信息。然后，行人被要求承诺不再闯红灯，并为这项运动贡献他们的照片。这些照片被展示在数字广告牌上，并在网上分享。

虚拟碰撞广告牌

案例简介：Relevancy The Virtual Crash Billboard is a campaign conceived for the Parisian Road Safety Authority which involves the public in a direct and immediate way. This one begins with a stunt: taken in an obvious offense of carelessness, pedestrians are going to experiment the danger of their behavior. Immediately, they are also going to become the actors of the advertising campaign which targets them directly. QR Codes led to messages of crash survivors, a pledge and the option to contribute to the campaign. With just a billboard, we started a national conversation about crossing on red light. Synopsis In France, and particularly in Paris and its suburbs, pedestrians are careless when crossing the road. In the past year, ± 4500 persons were injured or killed due to imprudent behavior. The Parisian Road Safety Authority wanted to raise awareness about the danger of being a careless pedestrian, in order to make this terribly large figure decrease. CampaignDescription To change behaviors, nothing has more impact than the experience of danger – unfortunately.We thought: Why does always an accident have to happen first to make people realize the danger? How can we create huge mass media impact – without a single actual crash impact?The creative idea of this campaign was born, to make people experience the fear of getting hit by a car and transform this individuals’ experience into a raise awareness mass campaign targeting the largest number of people. Impact – without an impact. Execution Starting on March 22nd, the agency held an unprecedented field operation in Paris to raise awareness about the dangers of being a careless pedestrian. A specially designed interactive digital billboard was consecutively displayed near busy pedestrian crossings all over the Paris area. Equipped with a motion detector, speaker, and camera, the smart billboard made the sound of squealing tires whenever a pedestrian attempted to cross the road while the “red man” (no crossing sign) was on. The frightened faces of the disobedient pedestrians were projected directly onto the billboard and shown alongside the caption: “Don’t risk looking death in the face. Check the lights and cross safely”. QR Codes on the billboard led the pedestrians to video messages of real crash survivors. They could then pledge not to cross on red light anymore and contribute their picture to the campaign. Outcome More than an amazing number of views of the video and a high engagement level, this "virtual crash billboard" video really started the conversation. In a few days, the topic of “pedestrian and drivers co-existence” became a N°1 topic in main French news websites, TV channels, and social networks. Then, the campaign started its “organic” world tour. The figures exploded and the "virtual crash billboard" largely spread worldwide. More than 15 TV shows, 100 global news digital platforms and an incalculable number of posts on social networks were linked to the campaign and the video has been subtitled in very many languages. In only two weeks after the campaign was launched, we could already count 6 million organic views, 250.000 interactions and 18 million total impressions. Only two months later, the 30th May 2017, as far as we know, we count: - 50 MILLION ORGANIC VIEWS - 1,2 MILLION INTERACTIONS Strategy In terms of road safety, French people are particularly disobedient towards road safety rules. This is true for drivers, and for pedestrians too. Rather than repeating the rules again, we decided to make people experience the unique moment when one faces an imminent danger.We created the conditions of this special moment. We used the pictures of the frightened faces of these people as posters created under real-life conditions, and used the film of the moment as an on-line awareness-raising tool.A QR code on the billboards led to messages from real crash survivors. Pedestrians were then asked to take a pledge not to cross at red lights anymore and to contribute with their picture to the campaign.These were displayed on digital billboards, and shared online.