StoryTime|海报/平面|广告营销案例【ADGuider广告指南】

故事时间

案例简介：为什么这项工作与媒体相关？这款智能手机首次被用作一种媒介，允许在国外工作的父母以一种新的、沉浸式的、引人入胜的方式向他们的孩子阅读睡前故事，即使他们相距数千英里。背景据联合国儿童基金会称，3.5万名罗马尼亚儿童因情感创伤而落伍，因为他们的父母在国外工作，为他们提供更好的生活。根据美国儿科学会的说法，给孩子们读故事有助于他们的情感发展。 Telekom希望找到一种方法，使在国外工作的父母和留在罗马尼亚的孩子更加亲密，即使他们彼此相距数千英里。主要目标是进一步加强Telekom的品牌信念，“生活是为了分享”。描述创意/见解 (30% 的选票) “Storytime” 是第一款用于长途睡前故事的移动应用程序。描述策略 (20% 的选票) 在这方面，移民对罗马尼亚来说是一个严重的问题，罗马尼亚仅次于叙利亚。因此，在国外工作的父母留下了350.000个孩子。这是一次痛苦的经历，尤其是对孩子们来说。我们的主要目标受众是在国外工作的父母，他们的孩子留在罗马尼亚的家中。次要目标是Telekom的现有客户和潜在客户，我们必须再次证明，借助Telekom的产品和服务，我们可以以多种方式分享生活。这个想法通过其性质与Telekom相关: 一个旨在联系人们的移动应用程序以互动的方式帮助创建有意义的纽带。描述执行 (20% 的选票) Telekom与游戏设计师和心理学家合作，通过身临其境且引人入胜的睡前故事体验，创造了一种将孩子和父母聚在一起的新方式。我们在app Store和Google Play上推出了 “Storytime” 应用程序。这是应用程序的工作方式: 首先，父母从应用程序中选择孩子最喜欢的故事。当父母在屏幕上阅读故事时，孩子们会倾听他们的声音，并在美丽的应用内动画中欣赏各自的故事。在特别设计的面部过滤器的帮助下，父母也成为故事角色。其他效果增加了体验的吸引力: 例如，敲门的振动效果或室内照明的手电筒效果。通过这种方式，多亏了Telekom，就寝时间仪式变成了一种新的，交互式的联系体验，即使父母和孩子相隔数千英里，这也成为可能。列出结果 (30% 的选票) 父母在App Store和Google Play中的回应和评论显示了StoryTime如何帮助他们和他们的孩子。在第一周，StoryTime在Google Play上排名第一。父母和孩子们分享了200.000个故事…… 和20,000小时的故事时间。故事时间在欧洲6个国家下载。

故事时间

案例简介：Why is this work relevant for Media? The smartphone is used for the first time as a medium that allows parents who work abroad to read bedtime stories in a new, immersive and engaging way to their children, even when they are thousands of miles apart. Background According to UNICEF, 350.000 Romanian children are left behind with emotional trauma, as their parents work abroad to provide them with a better life. And according to the American Academy of Pediatrics, reading stories to children helps them with their emotional development. Telekom wanted to find a way to bring parents working abroad and kids left in Romania closer together, even when they are thousands of miles apart from each other. The main objective was to further reinforce Telekom’s brand belief, “Life is for sharing.” Describe the creative idea/insights (30% of vote) “Storytime” is the first mobile app for long-distance bedtime stories. Describe the strategy (20% of vote) Immigration is a serious problem for Romania, which is number 2 after Syria, in this regard. Therefore, 350.000 kids are left behind by parents working abroad. It’s a traumatic experience, especially for the kids. Our main target audience was made of parents working abroad and their kids left at home in Romania. The secondary target is Telekom’s existing customers and prospect customers, for whom we had to prove once more that life can be shared in so many ways thanks to Telekom’s products and services. The idea is relevant for Telekom through its nature: a mobile app with the purpose to connect people help creating meaningful bonds, in an interactive way. Describe the execution (20% of vote) Telekom teamed up with game designers and psychologists and created a new way of bringing kids and parents together, through an immersive and engaging bedtime story experience. We launched the “Storytime” app both on the App Store and Google Play. This is how the app works: First, parents choose their kids’ favorite stories from the app. While parents read the stories on their screen, kids listen to their voices and enjoy the respective stories unfold in beautiful in-app animations. With the help of specially designed face filters, parents also become story characters. Other effects add to the engaging nature of the experience: vibration effects for knocking on doors or flashlight effects for in-story lightnings, for instance. This way, thanks to Telekom, the bedtime ritual is transformed into a new, interactive bonding experience and is made possible even when parents and kids are separated by thousands of miles. List the results (30% of vote) The parents’ response and reviews in App Store and Google Play showed how StoryTime helped them and their children. In its first week, StoryTime became #1 on Google Play. Parents and kids shared 200.000 stories… and 20,000 hours of StoryTime. StoryTime was downloaded in 6 countries across Europe.

StoryTime

案例简介：为什么这项工作与媒体相关？这款智能手机首次被用作一种媒介，允许在国外工作的父母以一种新的、沉浸式的、引人入胜的方式向他们的孩子阅读睡前故事，即使他们相距数千英里。背景据联合国儿童基金会称，3.5万名罗马尼亚儿童因情感创伤而落伍，因为他们的父母在国外工作，为他们提供更好的生活。根据美国儿科学会的说法，给孩子们读故事有助于他们的情感发展。 Telekom希望找到一种方法，使在国外工作的父母和留在罗马尼亚的孩子更加亲密，即使他们彼此相距数千英里。主要目标是进一步加强Telekom的品牌信念，“生活是为了分享”。描述创意/见解 (30% 的选票) “Storytime” 是第一款用于长途睡前故事的移动应用程序。描述策略 (20% 的选票) 在这方面，移民对罗马尼亚来说是一个严重的问题，罗马尼亚仅次于叙利亚。因此，在国外工作的父母留下了350.000个孩子。这是一次痛苦的经历，尤其是对孩子们来说。我们的主要目标受众是在国外工作的父母，他们的孩子留在罗马尼亚的家中。次要目标是Telekom的现有客户和潜在客户，我们必须再次证明，借助Telekom的产品和服务，我们可以以多种方式分享生活。这个想法通过其性质与Telekom相关: 一个旨在联系人们的移动应用程序以互动的方式帮助创建有意义的纽带。描述执行 (20% 的选票) Telekom与游戏设计师和心理学家合作，通过身临其境且引人入胜的睡前故事体验，创造了一种将孩子和父母聚在一起的新方式。我们在app Store和Google Play上推出了 “Storytime” 应用程序。这是应用程序的工作方式: 首先，父母从应用程序中选择孩子最喜欢的故事。当父母在屏幕上阅读故事时，孩子们会倾听他们的声音，并在美丽的应用内动画中欣赏各自的故事。在特别设计的面部过滤器的帮助下，父母也成为故事角色。其他效果增加了体验的吸引力: 例如，敲门的振动效果或室内照明的手电筒效果。通过这种方式，多亏了Telekom，就寝时间仪式变成了一种新的，交互式的联系体验，即使父母和孩子相隔数千英里，这也成为可能。列出结果 (30% 的选票) 父母在App Store和Google Play中的回应和评论显示了StoryTime如何帮助他们和他们的孩子。在第一周，StoryTime在Google Play上排名第一。父母和孩子们分享了200.000个故事…… 和20,000小时的故事时间。故事时间在欧洲6个国家下载。

StoryTime

案例简介：Why is this work relevant for Media? The smartphone is used for the first time as a medium that allows parents who work abroad to read bedtime stories in a new, immersive and engaging way to their children, even when they are thousands of miles apart. Background According to UNICEF, 350.000 Romanian children are left behind with emotional trauma, as their parents work abroad to provide them with a better life. And according to the American Academy of Pediatrics, reading stories to children helps them with their emotional development. Telekom wanted to find a way to bring parents working abroad and kids left in Romania closer together, even when they are thousands of miles apart from each other. The main objective was to further reinforce Telekom’s brand belief, “Life is for sharing.” Describe the creative idea/insights (30% of vote) “Storytime” is the first mobile app for long-distance bedtime stories. Describe the strategy (20% of vote) Immigration is a serious problem for Romania, which is number 2 after Syria, in this regard. Therefore, 350.000 kids are left behind by parents working abroad. It’s a traumatic experience, especially for the kids. Our main target audience was made of parents working abroad and their kids left at home in Romania. The secondary target is Telekom’s existing customers and prospect customers, for whom we had to prove once more that life can be shared in so many ways thanks to Telekom’s products and services. The idea is relevant for Telekom through its nature: a mobile app with the purpose to connect people help creating meaningful bonds, in an interactive way. Describe the execution (20% of vote) Telekom teamed up with game designers and psychologists and created a new way of bringing kids and parents together, through an immersive and engaging bedtime story experience. We launched the “Storytime” app both on the App Store and Google Play. This is how the app works: First, parents choose their kids’ favorite stories from the app. While parents read the stories on their screen, kids listen to their voices and enjoy the respective stories unfold in beautiful in-app animations. With the help of specially designed face filters, parents also become story characters. Other effects add to the engaging nature of the experience: vibration effects for knocking on doors or flashlight effects for in-story lightnings, for instance. This way, thanks to Telekom, the bedtime ritual is transformed into a new, interactive bonding experience and is made possible even when parents and kids are separated by thousands of miles. List the results (30% of vote) The parents’ response and reviews in App Store and Google Play showed how StoryTime helped them and their children. In its first week, StoryTime became #1 on Google Play. Parents and kids shared 200.000 stories… and 20,000 hours of StoryTime. StoryTime was downloaded in 6 countries across Europe.

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StoryTime

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