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幸运脸
案例简介：概要 年轻人对购买Loto门票的兴趣不如前几代人，这种趋势使Loto对未来的增长感到担忧。更糟糕的是，20-29岁的人口是全国最大的。繁文缛节和官僚主义使得创建新游戏变得越来越困难。我们的任务是创建一个针对千禧一代人口的广告活动，目的是让年轻人玩彩票，同时将lot0视为与他们生活相关的东西。简短地找到一种方法，让lotto与下一代玩家建立联系。主要受众是从未玩过Loto的千禧一代，以及以前玩过但没有积极参与的人。次要受众是18岁以上的任何人。目标 • 增加销售额 • 提高品牌知名度 • 达到500,000 + 社交媒体印象。 战略 在过去的一年里，乐透的销售额一直在下降。曾经是日常仪式的一部分，人们会在当地零售商那里买票; 我们现在年轻的数字原生人口不再寻找时间，对购买每日乐透彩票失去了兴趣。对于这些年轻的，持怀疑态度的成年人; 乐透被认为是古老的，过时的，不适合他们。害怕在一个超过40% % 的人口低于25岁的国家变得过时，我们需要找到一种方法来吸引精通数字的千禧一代。我们需要通过使整个参与体验具有相关性和时代性来做到这一点。我们必须超越传统乐透体验的数字化。我们的方法: 利用黎巴嫩年轻人中自我实现和个人主义的兴起，我们试图让购买乐透彩票成为一种无缝、有趣和富有表现力的体验，这种体验对每个人来说都是独一无二的。 相关性 幸运的脸看起来不仅使用传统的媒体空间来产生围绕活动的嗡嗡声，而且还与每个玩家创建了成千上万的新媒体空间。把每个人的脸变成一张可能中奖的彩票。这场运动成为公共生活中的一个话题，人们问其他人是否参与其中，他们的面孔赢得了他们，从而创造了数十万张新的 “媒体面孔”。 结果 结果是一致的。在一周内，我们售出了创纪录的53.138张门票，扭转了连续3个月的下降趋势。网站流量增加了15，00% 以上，我们在社交媒体和本地新闻网站上收到了200万多个印象。我们从三个最大的电视网络中获得了价值超过200,000美元的新闻报道。该活动在所有提及中都获得了创纪录的94% 积极情绪，并且乐队的品牌嗡嗡声90% 增加。该品牌计划在所有未来的抽奖中永久实施Lucky Face，并正在谈判将专有算法特许经营给世界各地的其他彩票，从而创造额外的收入来源。 执行 重要的是，人们可以通过普通的自拍照来参与lot0，而无需下载应用程序或使用特殊设备。幸运的脸只需要用户发布到Instagram或访问我们的网站，并采取/上传自拍照玩Loto。我们利用微软最新的面部识别API来构建一个网络应用程序，该应用程序分析照片，检测用户的面部，并使用他们独特的面部特征来生成与现有彩票抽奖兼容的六位数数字。我们在自拍为王的平台，Instagram和Facebook上瞄准了受众。玩家可以直接在Instagram上玩，方法是使用我们的主题标签发布，然后接收自定义链接以购买或从其他平台驱动到微型网站。整个激活过程在两个抽签周期中进行，并在活动成功后进一步实施。 CampaignDescription 随着年轻人的Loto销量下降，我们知道我们需要对千禧一代观看Loto的方式进行重大改变，但我们也意识到，由于监管和繁文缛节，改变游戏本身几乎是不可能的。相反，我们为千禧一代开发了一种新的彩票方式，可以很容易地集成到现有的loto抽奖中。使用最新的面部识别技术，我们开发了一个网络应用程序，可以将任何人的脸变成一个独特的6位数彩票号码。幸运的脸让自拍痴迷的一代人有机会用自己的肖像赢得财富。通过将重点从选择幸运数字转移到玩你的脸，我们能够以一种吸引新一代玩家的方式重新发明彩票，而无需对现有的loto抽奖进行任何更改。
幸运脸
案例简介：Synopsis Young people are showing less interest in buying Loto tickets than previous generations, this trend is worrying Loto about future growth. To make matters worse the 20-29 demographic is the largest in the country. Red tape and bureaucracy make creating new games increasingly difficult. We were tasked with creating an advertising campaign targeting the millennial demographic with the objective of getting young people to play the lottery, while looking at Loto as something relative to their lives. Brief Find a way for Loto to connect with the next generation of players. Target audience The primary audience are millennials who have never played Loto, as well as those who have played before but are not actively participating. The secondary audience is anyone over the age of 18. Objectives • Increase sales • Increase brand visibility • Reach 500,000+ social media impressions. Strategy Lotto had been seeing a decrease in sales over the past year. Once part of the daily ritual, where people would buy tickets at the local retailer; our now younger, digital-native population stopped finding the time and lost interest in buying daily Lotto tickets. To these young, skeptical, adults; the Lotto was perceived as old, outdated and not for them. Fearful of becoming obsolete in a country where over 40% of the population is below 25, we needed to find a way engage digital-savvy Millennials. And we needed to do so by making the whole participation experience relevant and contemporary. We simply had to go beyond simply digitalizing the traditional Lotto experience. Our Approach: Leveraging the rise of self-actualization and individualism among the Lebanese youth we sought to make buying a Lotto ticket a seamless, fun and expressive experience, one that could be unique to every person. Relevancy Lucky Face looked not only use traditional media space to generate buzz around the campaign, but also created tens of thousands of new media spaces with every player. By turning everyone’s face into a potentially winning lottery ticket. The campaign became a talking point in public life, with people asking if other had participated and what their face had won them thus creating hundreds of thousands of new “media faces”. Outcome The results were unanimous. In a single week we sold a record 53.138 tickets, reversing a 3 months consecutive decline. Website traffic increased by over %15,00 and we received over 2 million impressions on social media and local news websites. We received news coverage from the each of the three largest television networks worth over $200,000.The campaign received a record 94% positive sentiment across all mentions and the band enjoyed a 90% increase in brand buzz. The brand plans to permanently implement Lucky Face into all future draws and is in negotiations to franchise the propriety algorithm to other lotteries across the world creating an additional stream of revenue. Execution It was important that people could participate in the Loto by taking an ordinary selfie without downloading an app or using a special device. Lucky Face only requires users to post to Instagram or visit our website and take/upload a selfie to play the Loto. We utilized Microsoft’s latest facial recognition API to build a web app that analyzes the photo, detects the users face and uses their unique facial features to generate a six-digit number that was compatible with the existing lottery draw. We targeted our audience on the platforms where the selfie is king, Instagram and Facebook. Players could play directly on Instagram by posting using our hashtag and then receiving a customized link to purchase or driven to the microsite from other platforms. The entire activation took place over the course of two draw cycles with the idea for further implementation moving forward after the campaigns success. CampaignDescription With Loto sales falling amongst young people, we knew we needed to make a major change in the way millennials viewed the Loto, but we were also aware that changing the game itself was next to impossible due to regulation and red tape. Instead, we developed a new way for millennials to play the lottery that could easily be integrated into the existing loto draw. Using the latest facial recognition technology we developed a web app that could turn anyone’s face in a unique, 6 digit lottery number. Lucky Face allows a selfie obsessed generation to use their own likeness for a chance to win a fortune. By shifting the focus from choosing lucky numbers to playing with your face we were able to reinvent the lottery in a way that appealed to an entire new generation of players, without having to make any changes to the existing loto draw.
Lucky Face
案例简介：概要 年轻人对购买Loto门票的兴趣不如前几代人，这种趋势使Loto对未来的增长感到担忧。更糟糕的是，20-29岁的人口是全国最大的。繁文缛节和官僚主义使得创建新游戏变得越来越困难。我们的任务是创建一个针对千禧一代人口的广告活动，目的是让年轻人玩彩票，同时将lot0视为与他们生活相关的东西。简短地找到一种方法，让lotto与下一代玩家建立联系。主要受众是从未玩过Loto的千禧一代，以及以前玩过但没有积极参与的人。次要受众是18岁以上的任何人。目标 • 增加销售额 • 提高品牌知名度 • 达到500,000 + 社交媒体印象。 战略 在过去的一年里，乐透的销售额一直在下降。曾经是日常仪式的一部分，人们会在当地零售商那里买票; 我们现在年轻的数字原生人口不再寻找时间，对购买每日乐透彩票失去了兴趣。对于这些年轻的，持怀疑态度的成年人; 乐透被认为是古老的，过时的，不适合他们。害怕在一个超过40% % 的人口低于25岁的国家变得过时，我们需要找到一种方法来吸引精通数字的千禧一代。我们需要通过使整个参与体验具有相关性和时代性来做到这一点。我们必须超越传统乐透体验的数字化。我们的方法: 利用黎巴嫩年轻人中自我实现和个人主义的兴起，我们试图让购买乐透彩票成为一种无缝、有趣和富有表现力的体验，这种体验对每个人来说都是独一无二的。 相关性 幸运的脸看起来不仅使用传统的媒体空间来产生围绕活动的嗡嗡声，而且还与每个玩家创建了成千上万的新媒体空间。把每个人的脸变成一张可能中奖的彩票。这场运动成为公共生活中的一个话题，人们问其他人是否参与其中，他们的面孔赢得了他们，从而创造了数十万张新的 “媒体面孔”。 结果 结果是一致的。在一周内，我们售出了创纪录的53.138张门票，扭转了连续3个月的下降趋势。网站流量增加了15，00% 以上，我们在社交媒体和本地新闻网站上收到了200万多个印象。我们从三个最大的电视网络中获得了价值超过200,000美元的新闻报道。该活动在所有提及中都获得了创纪录的94% 积极情绪，并且乐队的品牌嗡嗡声90% 增加。该品牌计划在所有未来的抽奖中永久实施Lucky Face，并正在谈判将专有算法特许经营给世界各地的其他彩票，从而创造额外的收入来源。 执行 重要的是，人们可以通过普通的自拍照来参与lot0，而无需下载应用程序或使用特殊设备。幸运的脸只需要用户发布到Instagram或访问我们的网站，并采取/上传自拍照玩Loto。我们利用微软最新的面部识别API来构建一个网络应用程序，该应用程序分析照片，检测用户的面部，并使用他们独特的面部特征来生成与现有彩票抽奖兼容的六位数数字。我们在自拍为王的平台，Instagram和Facebook上瞄准了受众。玩家可以直接在Instagram上玩，方法是使用我们的主题标签发布，然后接收自定义链接以购买或从其他平台驱动到微型网站。整个激活过程在两个抽签周期中进行，并在活动成功后进一步实施。 CampaignDescription 随着年轻人的Loto销量下降，我们知道我们需要对千禧一代观看Loto的方式进行重大改变，但我们也意识到，由于监管和繁文缛节，改变游戏本身几乎是不可能的。相反，我们为千禧一代开发了一种新的彩票方式，可以很容易地集成到现有的loto抽奖中。使用最新的面部识别技术，我们开发了一个网络应用程序，可以将任何人的脸变成一个独特的6位数彩票号码。幸运的脸让自拍痴迷的一代人有机会用自己的肖像赢得财富。通过将重点从选择幸运数字转移到玩你的脸，我们能够以一种吸引新一代玩家的方式重新发明彩票，而无需对现有的loto抽奖进行任何更改。
Lucky Face
案例简介：Synopsis Young people are showing less interest in buying Loto tickets than previous generations, this trend is worrying Loto about future growth. To make matters worse the 20-29 demographic is the largest in the country. Red tape and bureaucracy make creating new games increasingly difficult. We were tasked with creating an advertising campaign targeting the millennial demographic with the objective of getting young people to play the lottery, while looking at Loto as something relative to their lives. Brief Find a way for Loto to connect with the next generation of players. Target audience The primary audience are millennials who have never played Loto, as well as those who have played before but are not actively participating. The secondary audience is anyone over the age of 18. Objectives • Increase sales • Increase brand visibility • Reach 500,000+ social media impressions. Strategy Lotto had been seeing a decrease in sales over the past year. Once part of the daily ritual, where people would buy tickets at the local retailer; our now younger, digital-native population stopped finding the time and lost interest in buying daily Lotto tickets. To these young, skeptical, adults; the Lotto was perceived as old, outdated and not for them. Fearful of becoming obsolete in a country where over 40% of the population is below 25, we needed to find a way engage digital-savvy Millennials. And we needed to do so by making the whole participation experience relevant and contemporary. We simply had to go beyond simply digitalizing the traditional Lotto experience. Our Approach: Leveraging the rise of self-actualization and individualism among the Lebanese youth we sought to make buying a Lotto ticket a seamless, fun and expressive experience, one that could be unique to every person. Relevancy Lucky Face looked not only use traditional media space to generate buzz around the campaign, but also created tens of thousands of new media spaces with every player. By turning everyone’s face into a potentially winning lottery ticket. The campaign became a talking point in public life, with people asking if other had participated and what their face had won them thus creating hundreds of thousands of new “media faces”. Outcome The results were unanimous. In a single week we sold a record 53.138 tickets, reversing a 3 months consecutive decline. Website traffic increased by over %15,00 and we received over 2 million impressions on social media and local news websites. We received news coverage from the each of the three largest television networks worth over $200,000.The campaign received a record 94% positive sentiment across all mentions and the band enjoyed a 90% increase in brand buzz. The brand plans to permanently implement Lucky Face into all future draws and is in negotiations to franchise the propriety algorithm to other lotteries across the world creating an additional stream of revenue. Execution It was important that people could participate in the Loto by taking an ordinary selfie without downloading an app or using a special device. Lucky Face only requires users to post to Instagram or visit our website and take/upload a selfie to play the Loto. We utilized Microsoft’s latest facial recognition API to build a web app that analyzes the photo, detects the users face and uses their unique facial features to generate a six-digit number that was compatible with the existing lottery draw. We targeted our audience on the platforms where the selfie is king, Instagram and Facebook. Players could play directly on Instagram by posting using our hashtag and then receiving a customized link to purchase or driven to the microsite from other platforms. The entire activation took place over the course of two draw cycles with the idea for further implementation moving forward after the campaigns success. CampaignDescription With Loto sales falling amongst young people, we knew we needed to make a major change in the way millennials viewed the Loto, but we were also aware that changing the game itself was next to impossible due to regulation and red tape. Instead, we developed a new way for millennials to play the lottery that could easily be integrated into the existing loto draw. Using the latest facial recognition technology we developed a web app that could turn anyone’s face in a unique, 6 digit lottery number. Lucky Face allows a selfie obsessed generation to use their own likeness for a chance to win a fortune. By shifting the focus from choosing lucky numbers to playing with your face we were able to reinvent the lottery in a way that appealed to an entire new generation of players, without having to make any changes to the existing loto draw.
幸运脸
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Lucky Face
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基本信息
- 广告战役： #La Libanaise Des Jeux-网络-cfc2#
- 广告品牌： La Libanaise Des Jeux
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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