The Riderless Bike|短视频|广告营销案例【ADGuider广告指南】

无车自行车

案例简介：概要每年，史蒂夫 · 沃基金会都会在澳大利亚新南威尔士州进行为期 6 天的骑行，被称为 “船长之旅”。它的存在是为 400,000 名受罕见疾病影响的澳大利亚儿童筹集资金。史蒂夫 · 沃和 60 名骑友旅行了 700千米多次，与那些患有罕见疾病的孩子每天面临的斗争作斗争。问题是，患有罕见疾病的孩子无法参加这次旅行。我们的简报是提出一个想法，不仅提高了史蒂夫 · 沃基金会和船长之旅的意识，还为这项运动引入了某种形式的捐赠机制。本质上，我们想强调患有罕见疾病的儿童的困境，为基金会筹集 800,000 多美元，并制作 150 个媒体。活动描述船长之旅为澳大利亚 400,00 多名患有罕见疾病的澳大利亚儿童筹集资金。问题是，孩子们不能参加这次旅行。所以，我们创造了世界上第一辆无车自行车 -- 一辆完全自主的儿童自行车，跟随船长的旅程。自行车通过 360 摄像头从自行车座位上实时播放骑行信息; 允许患有罕见疾病的儿童和公众观看骑行现场。人们也可以赞助自行车作为骑行的一部分，当自行车通过他们的部分时，人们会收到电子邮件的通知。相关性我们 2016 船长之旅的目标是吸引澳大利亚的新观众，鼓励他们向史蒂夫 · 沃基金会捐款。因此，我们推出了世界上第一辆无车自行车，这是一辆完全自主的儿童自行车，代表了患有罕见疾病的儿童。它参加了船长旅程的每个阶段，冒险 700千米穿过新南威尔士州，接触到它经过的地区的每个人。我们没有创建一种传统的运动来提高对船长骑行的认识，而是将无乘客自行车作为骑行的环境媒体, 通过公关和观众通过每个区域产生意识。这种独特的媒体形式不仅代表了不能参与骑行的儿童，还让他们可以用 360 的相机体验骑行, 公众可以在网上赞助一段路线，成为非传统的捐赠机制。结果这辆无人驾驶的自行车在 10月29日到 2016年11月2日的船长骑行中行驶了 700千米，在电视、广播、新闻和在线出版物中产生了 552 多篇文章。我们接触了 1.9亿多名澳大利亚人，与前一年相比，网站流量增加了 150%。与前一年相比，捐款增加了 237%，为患有罕见疾病的儿童筹集了 100万多美元。执行这款无车自行车在骑行前两周推出了一段预告视频，在澳大利亚引起了前所未有的关注和热情。10月29日离开新南威尔士州古尔本，在 2016年11月 700千米到达科修斯科山之前，开始了穿越新南威尔士州的第3 次旅程。儿童和公众可以通过 360 摄像机体验这一旅程，该摄像机被实时转播到网站和史蒂夫 · 沃基金会的 Facebook 页面。人们被鼓励在网上赞助骑行，当自行车穿过他们的区域时，他们会得到通知。它帮助筹集了超过 100万美元的捐款，并在电视、新闻、广播和在线上发表了超过 552 篇文章，但最重要的是, 它帮助人们意识到澳大利亚成千上万的儿童受到罕见疾病的影响。战略我们的目标是领导一场大规模的公关宣传运动，通过澳大利亚一些领先的广播、印刷、在线、本地和贸易出版物接收大量的盈利媒体, 针对所有 18 岁以上的澳大利亚人 (特别是乘坐路线上的新南威尔士州居民)。这提升了无车自行车，但也提升了史蒂夫 · 沃基金会的形象，更重要的是，提升了船长的骑行。我们引导人们去一个竞选登陆页面，在那里他们可以通过一个解释性视频了解无车自行车，甚至赞助自行车进行部分骑行。然后，当自行车通过他们的部分时，我们会通知用户。多亏了一台 360 摄像头，我们每天都在直播从自行车座位上骑车的视频。我们还提高了每个主要城镇的意识，因为人们在街道两旁排队，观看无车自行车穿过该地区。

无车自行车

案例简介：Synopsis Every year, the Steve Waugh Foundation conducts a 6-day cycle through NSW, Australia known as The Captain’s Ride. It exists to raises money for the 400,000 Australian children affected by Rare Diseases. Steve Waugh and 60 fellow riders travel more than 700km, battling through the struggle those children with Rare Diseases face every day. The trouble is, the children with Rare Diseases were unable to take part in the ride. Our brief was to come up with an idea that not only raised awareness for the Steve Waugh Foundation and the Captain’s Ride, but also incorporated some form of donation mechanic for the campaign. Essentially we wanted to highlight the plight of children with Rare Diseases, raise $800,000 + for the foundation and generate 150 pieces of media. CampaignDescription The Captain's Ride raises money for the 400,00+ Australian children with Rare Diseases in Australia. The trouble is, the children are unable to take part in the ride. So, we created the world’s first Riderless Bike – A fully autonomous children’s bicycle that followed the peloton of the Captain’s Ride. The bike streamed a live feed of the ride from the seat of the bike through a 360 camera; allowing children with Rare Diseases and the public to watch the ride unfold live. People could also sponsor the bike for a part of the ride, and were notified by email as the bike passed through their section. Relevancy Our objective for the 2016 Captain’s Ride was to attract a new audience of Australian’s, encouraging them to donate to the Steve Waugh Foundation. So, we launched the world’s first Riderless Bike, a fully autonomous children’s bicycle that represented children with Rare Diseases. It took part in every stage of the Captain’s Ride, venturing 700km through NSW, exposed to everyone in the area that it passed. Instead of creating a traditional campaign that raised awareness about the Captain’s Ride, we used the Riderless Bike as an ambient media placement on the ride, generating awareness through PR and viewers as it passed through each area. This unique form of media not only represented children who can’t participate in the ride, it allowed them to experience the ride with a 360 camera, and the public could sponsor it online for a section of the route, becoming a non-traditional donation mechanic. Outcome The Riderless Bike travelled 700km on the Captain’s Ride on the 29th October to the 2rd November 2016, generating more than 552 articles in TV, Radio, Press and online publications. We reached more than 190 Million Australians, and witnessed a 150% increase on website traffic compared to the previous year. Donations rose by 237% on the previous year, raising more than $1 million for children with Rare Diseases. Execution The Riderless Bike launched with a teaser video two weeks before the ride, generating unprecedented awareness and enthusiasm across Australia. Leaving Goulburn, NSW on the 29th October, setting out on the 700km journey through NSW before arriving in Mt Kosciuszko on the 3rd November 2016. Children and members of the public could experience the ride for themselves through a 360 camera that was relayed live to the website and to the Steve Waugh Foundation Facebook page. People were encouraged to sponsor the ride online, and they were notified as the bike passed through their area. It helped raise more than $1 million in donations and appeared in more than 552 articles across TV, press, Radio and online, but most importantly, it helped make people aware of the thousands of children in Australia affected by Rare Diseases. Strategy Our aim was to lead with a huge PR awareness campaign, receiving a mass amount of earned media through some of Australia’s leading broadcast, print, online, local and trade publications, targeting all Australians (particularly NSW residents on the route of the ride) aged 18+. This promoted the Riderless Bike, but also raised the profile of the Steve Waugh Foundation and more importantly, the Captain’s Ride. We directed people to a campaign-landing page where they could learn about the Riderless Bike through an explanatory video and even sponsor the bike for part of the ride. We would then notify the user when the bike passed through their section. Every day we live streamed footage of the ride from the seat of the bike thanks to a 360 camera. We also raised awareness in each major town as people lined the streets to watch the Riderless Bike pass through the area.