Striking Lessons|短视频|广告营销案例【ADGuider广告指南】

引人注目的教训

案例简介：相关性这个视频通过一个小规模的特技激活了道路安全信息，这是一个没有脚本的经历，让年轻的学生司机面临粗心驾驶的真正危险。这种经历直接影响了一小群年轻人，但正是它在社交平台上的放大，让人们间接地体验了这种经历，并有效地在网上产生了对话。这场运动在社交媒体上产生了广泛的反应，取得了巨大的成果。活动描述一次一个，年轻人出现在他们认为是他们的第一堂驾驶课 -- 在一个封闭的交通锥赛道上的通常介绍。但是当他们在车里等他们指定的教练时，我们给了它一个转折。出来的教练实际上是车祸幸存者，身体明显受伤。学生们仍然毫无戒心，尽管我们感觉到他们脸上第一波不安。这一课从简单的问题开始，比如离合器在哪里，或者眼罩在哪里。当学生们最不期待的时候，教师们开始讲述他们受伤背后的故事 -- 要么是因为酒后驾车，要么是因为睡在方向盘上。天真的年轻人从震惊到同情再到惊愕。他们知道可能是他们。我们将体验编辑成一个主要视频，涵盖所有课程，还有四个完整的个人课程。战略我们从 Brisa 自己的记录和国家道路安全管理局和世界卫生组织的公共统计数据中收集数据。我们就为什么年轻司机 (18-24 岁) 是一个更脆弱的群体达成了两项见解。首先，他们更缺乏经验。其次，年轻人有一种对生活危险免疫的倾向，这使得他们一拿到驾照就更容易开始冒险和漫不经心地行为。我们意识到我们需要和年轻的司机交谈，甚至在他们成为司机之前。在他们孵化出任何恶习之前。作为行动的号召，我们尊重学生天真的世界观 (“这不会发生在我身上”) 一旦教官开始讲述他们的故事，他们 18 岁的天真就融入了危险驾驶的现实后果，他们就面临着这个概念的转瞬即逝的一面。概要道路事故是 24 岁以下年轻人死亡和严重受伤的主要原因。几乎所有这些都是由于可避免的风险行为。与此同时，数百名十几岁和二十出头的年轻人每天都领取驾照。再紧急不过了。Brisa 要求我们以一种难忘的方式向年轻司机传达安全信息 -- 这样，随着他们成长为经验丰富的司机，安全信息就会一直伴随着我们。结果作为参考，葡萄牙人口不到 1000万。在不到 48 小时内 150万多个有机景观。社会媒体整体 250万的意见。得到了主要国家电视网络的报道。社区联系了我们，希望从那时起，这个项目成为所有驾驶学徒的强制性体验。事实上，我们已经在努力，这给了我们更多的力量，让我们通过一代又一代的新司机传达这一信息。因此，在与来自全国各地的驾驶学校的联盟中，Brisa 已经计划在常规驾驶课程的每一堂第一课中实施引人注目的课程体验, 使其成为获得驾照过程和经验的一个组成部分。执行我们发现四名车祸幸存者愿意帮助我们把一切都放在摄像机前，我们还参加了几堂理论课，选择即将上第一堂驾驶课的孩子。学生司机到达赛道准备开始，一名学校员工告诉他们在汽车旁等待指定的教练。然后我们的教练走了过来，一切都像真正的班级一样发生了。最后，我们问学生们在那次经历后会如何表现。3月22日，这项运动在 Facebook 上发布，网站上有个人故事。然后，在接下来的两周，从周四到周六，一周中大多数年轻人晚上出去的日子, 我们专注于 Facebook 上的移动战略，以最佳时机接触年轻人。

引人注目的教训

案例简介：Relevancy This video activates a road safety message through a small-scale stunt, an unscripted experience that confronted young student drivers with the real dangers of careless driving. The experience directly affected a small group of youngsters but it was its amplification on social platforms that made people vicariously live a version of that experience and effectively generate a conversation online. The campaign yielded a widespread reaction on social media with great results. Campaign Description One at a time, youngsters showed up to what they thought was their first driving lesson – a usual introduction in a traffic-cone-closed circuit. But as they waited by the car for their assigned instructor, we gave it a twist. The instructors that came out were actually road crash survivors with evident physical injuries. The students remained unsuspecting, though we sense a first wave of uneasiness cross their faces. The lesson starts with run-of-the-mill questions like where’s the clutch or the blinkers. It’s when the students least expect it that the instructors begin to recount the story behind their injuries - caused either for drink-driving or sleeping at the wheel. The naive youngsters go from shock to compassion to consternation. They know it could have been them.We edited the experience into one main video covering all lessons and four more with full individual lessons. Strategy We collected data from Brisa’s own records and the public statistics produced by the National Authority for Road Safety and the World Health Organization. We reached two insights as to why young drivers (18-24) were a more vulnerable demographic. First, they’re more inexperienced. Second, young people have a tendency to feel immune to life’s hazards, which makes it easier for them to start behaving riskily and carelessly as soon as they hit the road with their driver’s license. We realized we needed to talk to young drivers even before they became drivers. Before they had incubated any vices.As a call-to-action, we respected the students’ naive worldview (“It won’t happen to me”) and confronted them with the fleeting aspect of the notion as soon as the instructors begin to tell their stories and their eighteen-year-old naivety dissolves into the real-life consequences of dangerous driving. Synopsis Road accidents are the main cause of death and serious injury in young people up to 24 years old. Almost all of them are due to avoidable risk behavior. At the same time, hundreds of youngsters in their late teens and early twenties receive their driver’s license every day. It couldn’t be more urgent. We were asked by Brisa to deliver young drivers a safety message in an unforgettable way – so that it stays with as they grow into experienced drivers. Outcome For reference, Portugal has less than 10 million people. More than 1.5 million organic views in less than 48h.Overall 2.5 million views on social media.65 thousand shares.Got coverage by major national TV networks.The community reached out to us whishing for the project to become a mandatory experience for all driving apprentices from then on. As a matter of fact, we were already working on that, and it gave us more strength to take the message through generations of new drivers. Thus, in an alliance with driving schools from all over the country, Brisa is already planning the implementation of the Striking Lessons experience in every first lesson of regular driving courses, making it an integral part of the process and experience of getting a driver’s license. Execution We found four car crash survivors willing to help us set it all up in front of the cameras and we also attended several theory classes to select kids about to have their first driving lesson. The student drivers arrived to the circuit ready to start and were told by a school employee to wait by the car for the assigned instructor. Then our instructor walked up and it all happened like a real class. In the end, we asked the students how they would behave behind the wheel after that experience.On March 22nd, the campaign came out on Facebook and individual stories were on the website. Then, on the following two weeks, from Thursdays to Saturdays, the days of the week when most of the young people go out at night, we focused on a mobile strategy on Facebook to reach the youngsters with the best timing.