Car vs Data|海报/平面|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。我们战略的成功取决于我们传达的信息的相关性和质量。它成为司机有用的信息，让 VIA Rail 突破汽车爱好者的感知屏幕。相关性这项活动的整个规划和执行依赖于实时数据的智能使用，在通勤的三个阶段接触旅行者: 之前、期间和之后。事实上，我们使用数据最初识别潜在旅行者，在旅行前阶段为他们提供个性化的数字横幅和搜索广告。之后，我们利用数字广告牌上的实时 “到达目的地的时间” 数据。然后，我们收集了所有 150万个看到数字广告牌的人的独特移动设备 id，以便在他们陷入交通堵塞后重新定位他们。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。最后，在我们的 DMP 中收集了 150万多个独特的移动设备 id，增加了我们在持续活动中可以激活的受众数量。媒体战略我们在目标消费者旅行的所有阶段都针对司机: 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。此外，我们还编程的出价，使 VIARail 可以捕捉 100% SOV 在这些时刻的真相。在此期间，我们的目标是在 VIARail 覆盖的市场内，在连接主要城市的高速公路上堵塞交通的司机。通过数字户外，我们覆盖了魁北克市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。活动描述是时候释放数据的力量从汽车上窃取股份了。消费者需要被最重要的实时信息说服: 当他们陷入交通堵塞时。对司机来说，还有什么比在交通拥堵中浪费时间更烦人的呢？当我们知道他们要长途旅行时，我们开始了对话，向他们展示了他们预计的到达时间比预期的要长 (可能比乘火车旅行要长)。如果他们决定无论如何都要开车，当他们在繁忙的高速公路上行驶时，我们的实时交通信号被激活了。我们提醒他们他们到达目的地后不久，他们的旅行有多糟糕。

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. The success of our strategy hinged on the relevance and quality of the information we communicated. It became useful information to drivers, allowing VIA Rail to breakthrough the perception screen of car lovers. Relevancy The entire planning and execution of this campaign relied on the smart use of real time data to reach travellers at 3 stages of a commute: before, during and after. In fact, we used data to initially identify potential travelers to serve personalized digital banners and search ads during their pre-trip phase. Afterwards, we leveraged the data from real-time “time to destination” on digital billboards. We then collected all 1.5 million unique mobile device IDs of the people who saw the digital billboard in order to retarget them later after they were stuck in traffic. 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. Finally, over 1.5 million unique mobile device IDs were collected in our DMP, increasing the volume of audiences we can activate in our always-on campaigns. MediaStrategy We targeted drivers at all phases of the targeted consumers’ trip: 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. In addition, we also programmed the bids so that VIARail could capture 100% SOV during these moments of truth. During We targeted drivers stuck in traffic on the highways connecting the major cities, within the market covered by VIARail. With digital out-of-home, we covered all of the major highways between Quebec City 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 It was time to unleash the power of data to steal shares from cars. Consumers needed to be convinced by real-time information at the moment it mattered the most: when they were stuck in the traffic. What’s more annoying for a driver than waste time in traffic congestion? We initiated the conversation when we knew they were going to travel a long distance, showing them that their projected arrival time was longer than expected (and probably longer than traveling by train). If they decided to take their cars anyway, our real time traffic feed was activated as they are driving down a busy highway. And we reminded 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。我们战略的成功取决于我们传达的信息的相关性和质量。它成为司机有用的信息，让 VIA Rail 突破汽车爱好者的感知屏幕。相关性这项活动的整个规划和执行依赖于实时数据的智能使用，在通勤的三个阶段接触旅行者: 之前、期间和之后。事实上，我们使用数据最初识别潜在旅行者，在旅行前阶段为他们提供个性化的数字横幅和搜索广告。之后，我们利用数字广告牌上的实时 “到达目的地的时间” 数据。然后，我们收集了所有 150万个看到数字广告牌的人的独特移动设备 id，以便在他们陷入交通堵塞后重新定位他们。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。最后，在我们的 DMP 中收集了 150万多个独特的移动设备 id，增加了我们在持续活动中可以激活的受众数量。媒体战略我们在目标消费者旅行的所有阶段都针对司机: 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。此外，我们还编程的出价，使 VIARail 可以捕捉 100% SOV 在这些时刻的真相。在此期间，我们的目标是在 VIARail 覆盖的市场内，在连接主要城市的高速公路上堵塞交通的司机。通过数字户外，我们覆盖了魁北克市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。活动描述是时候释放数据的力量从汽车上窃取股份了。消费者需要被最重要的实时信息说服: 当他们陷入交通堵塞时。对司机来说，还有什么比在交通拥堵中浪费时间更烦人的呢？当我们知道他们要长途旅行时，我们开始了对话，向他们展示了他们预计的到达时间比预期的要长 (可能比乘火车旅行要长)。如果他们决定无论如何都要开车，当他们在繁忙的高速公路上行驶时，我们的实时交通信号被激活了。我们提醒他们他们到达目的地后不久，他们的旅行有多糟糕。

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. The success of our strategy hinged on the relevance and quality of the information we communicated. It became useful information to drivers, allowing VIA Rail to breakthrough the perception screen of car lovers. Relevancy The entire planning and execution of this campaign relied on the smart use of real time data to reach travellers at 3 stages of a commute: before, during and after. In fact, we used data to initially identify potential travelers to serve personalized digital banners and search ads during their pre-trip phase. Afterwards, we leveraged the data from real-time “time to destination” on digital billboards. We then collected all 1.5 million unique mobile device IDs of the people who saw the digital billboard in order to retarget them later after they were stuck in traffic. 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. Finally, over 1.5 million unique mobile device IDs were collected in our DMP, increasing the volume of audiences we can activate in our always-on campaigns. MediaStrategy We targeted drivers at all phases of the targeted consumers’ trip: 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. In addition, we also programmed the bids so that VIARail could capture 100% SOV during these moments of truth. During We targeted drivers stuck in traffic on the highways connecting the major cities, within the market covered by VIARail. With digital out-of-home, we covered all of the major highways between Quebec City 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 It was time to unleash the power of data to steal shares from cars. Consumers needed to be convinced by real-time information at the moment it mattered the most: when they were stuck in the traffic. What’s more annoying for a driver than waste time in traffic congestion? We initiated the conversation when we knew they were going to travel a long distance, showing them that their projected arrival time was longer than expected (and probably longer than traveling by train). If they decided to take their cars anyway, our real time traffic feed was activated as they are driving down a busy highway. And we reminded 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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