本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
WI-FICTION
案例简介：结果和有效性 节日期间，联邦广场上的 65,000 多人接触了 20 多个不同的无线小说故事。值得注意的是，在 Wi-Fiction 直播期间，门票销售增长了 37% (与 2010 相比)。更普遍的是，电影节几乎达到了客流量，总共售出了 45,000 张门票, 人们对电影节作为文学活动的普遍认识上升到 61% (高于前一年的 52%)。 创意执行 无线小说通过利用支持无线网络的移动设备上的 “可用网络” 弹出窗口，创造了一个全新的媒体渠道和一种全新的讲故事类型。一个装有一套 wi-fi 路由器的神秘盒子被放置在联邦广场 -- 墨尔本的文化中心和澳大利亚最大的免费 wi-fi 热点。当附近的任何人使用他们的移动设备连接到网络时, 他们看到网络名字的列表似乎合谋创作了一个简短而幽默的故事 -- 这是为这场运动写的 20 多个故事中的一个，每个故事都让节日主题变得栩栩如生，“故事没有束缚”。 “每行前缀的特殊字符,将它们锁定在用户弹出窗口的顶部。由于节日摊位只有几米远，用户可以基本上当场购买门票。 见解、战略和想法 墨尔本作家节努力对抗其沉闷和学术的传统文学形象。许多其他从事文化活动的 Melbournians 认为这个节日没有任何东西可以给他们。他们认为这与其说是 “墨尔本作家节”，不如说是 “墨尔本 Wankers 节”，因为 “喝拿铁课” 重复了疲惫的写作和陈旧的想法。为了纠正这种平衡并提高出席率，我们需要向我们的核心观众展示年轻、雄心勃勃的专业人士 (25-40 岁)，这个节日实际上出乎意料地是当代的。如何？用一种意想不到的现代方式和他们交谈。
WI-FICTION
案例简介：Results and Effectiveness Over 65,000 people in Federation Square were exposed to over 20 different Wi-Fiction stories during the Festival period. Significantly, a 37% increase in ticket sales (compared with 2010) was recorded during the time Wi-Fiction was live. More generally, the Festival experienced near-capacity attendances, with over 45,000 tickets sold in total, and general awareness of the Festival as a literary event rose to 61% (up from 52% the previous year). Creative Execution Wi-Fiction created a whole new media channel, and a totally new genre of storytelling, by utilising ‘available networks’ pop-up windows on Wi-Fi-enabled mobile devices. A mysterious box containing a set of Wi-Fi routers was placed within Federation Square – Melbourne’s cultural epicentre and Australia’s biggest free Wi-Fi hotspot. When anyone nearby used their mobile device to connect to the web, they saw that the list of network names had seemingly conspired to create a short and humorous story – one of over 20 written for the campaign, each bringing to life the Festival theme, ‘Stories Unbound.’ Special characters prefixed each line, keeping them locked in order at the top of the user’s pop-up window. With Festival booths just metres away, users could then purchase tickets basically on the spot. Insights, Strategy and the Idea The Melbourne Writers Festival struggled to counter its traditional literary image of being stuffy and academic. Plenty of otherwise culturally-engaged Melbournians assumed the Festival had nothing to offer them. They perceived it as less the ‘Melbourne Writers Festival’ and more the ‘Melbourne Wankers Festival,’ rehashing tired writing and stale ideas for the ‘latte-drinking classes.’ To redress this balance and boost attendance, we needed to show our core audience of young, ambitious professionals (25-40) that the Festival was actually unexpectedly contemporary. How? By speaking to them in an unexpected and contemporary way.
WI-FICTION
案例简介：结果和有效性 节日期间，联邦广场上的 65,000 多人接触了 20 多个不同的无线小说故事。值得注意的是，在 Wi-Fiction 直播期间，门票销售增长了 37% (与 2010 相比)。更普遍的是，电影节几乎达到了客流量，总共售出了 45,000 张门票, 人们对电影节作为文学活动的普遍认识上升到 61% (高于前一年的 52%)。 创意执行 无线小说通过利用支持无线网络的移动设备上的 “可用网络” 弹出窗口，创造了一个全新的媒体渠道和一种全新的讲故事类型。一个装有一套 wi-fi 路由器的神秘盒子被放置在联邦广场 -- 墨尔本的文化中心和澳大利亚最大的免费 wi-fi 热点。当附近的任何人使用他们的移动设备连接到网络时, 他们看到网络名字的列表似乎合谋创作了一个简短而幽默的故事 -- 这是为这场运动写的 20 多个故事中的一个，每个故事都让节日主题变得栩栩如生，“故事没有束缚”。 “每行前缀的特殊字符,将它们锁定在用户弹出窗口的顶部。由于节日摊位只有几米远，用户可以基本上当场购买门票。 见解、战略和想法 墨尔本作家节努力对抗其沉闷和学术的传统文学形象。许多其他从事文化活动的 Melbournians 认为这个节日没有任何东西可以给他们。他们认为这与其说是 “墨尔本作家节”，不如说是 “墨尔本 Wankers 节”，因为 “喝拿铁课” 重复了疲惫的写作和陈旧的想法。为了纠正这种平衡并提高出席率，我们需要向我们的核心观众展示年轻、雄心勃勃的专业人士 (25-40 岁)，这个节日实际上出乎意料地是当代的。如何？用一种意想不到的现代方式和他们交谈。
WI-FICTION
案例简介：Results and Effectiveness Over 65,000 people in Federation Square were exposed to over 20 different Wi-Fiction stories during the Festival period. Significantly, a 37% increase in ticket sales (compared with 2010) was recorded during the time Wi-Fiction was live. More generally, the Festival experienced near-capacity attendances, with over 45,000 tickets sold in total, and general awareness of the Festival as a literary event rose to 61% (up from 52% the previous year). Creative Execution Wi-Fiction created a whole new media channel, and a totally new genre of storytelling, by utilising ‘available networks’ pop-up windows on Wi-Fi-enabled mobile devices. A mysterious box containing a set of Wi-Fi routers was placed within Federation Square – Melbourne’s cultural epicentre and Australia’s biggest free Wi-Fi hotspot. When anyone nearby used their mobile device to connect to the web, they saw that the list of network names had seemingly conspired to create a short and humorous story – one of over 20 written for the campaign, each bringing to life the Festival theme, ‘Stories Unbound.’ Special characters prefixed each line, keeping them locked in order at the top of the user’s pop-up window. With Festival booths just metres away, users could then purchase tickets basically on the spot. Insights, Strategy and the Idea The Melbourne Writers Festival struggled to counter its traditional literary image of being stuffy and academic. Plenty of otherwise culturally-engaged Melbournians assumed the Festival had nothing to offer them. They perceived it as less the ‘Melbourne Writers Festival’ and more the ‘Melbourne Wankers Festival,’ rehashing tired writing and stale ideas for the ‘latte-drinking classes.’ To redress this balance and boost attendance, we needed to show our core audience of young, ambitious professionals (25-40) that the Festival was actually unexpectedly contemporary. How? By speaking to them in an unexpected and contemporary way.
WI-FICTION
暂无简介
WI-FICTION
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
