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幸运的脸
案例简介：概要 与前几代人相比，年轻人对购买罗图门票的兴趣降低了，这种趋势使罗图担心未来的增长。更糟糕的是，20-29岁的人口是全国最大的。繁文tape节和官僚主义使创建新游戏变得越来越困难。我们的任务是针对千禧一代的人群开展广告活动，目的是让年轻人玩彩票，同时将罗图视为与他们生活相关的东西。简短地找到了一种方法，让洛图与下一代玩家建立联系。目标观众主要观众是从未玩过lolo的千禧一代，以及以前玩过但不积极参与的千禧一代。次要观众是18岁以上的任何人。目标 • 提高销售额 • 提高品牌知名度 • 达到500,000 + 社交媒体印象。 战略 乐透在过去一年中一直看到销售额下降。曾经是日常活动的一部分，人们可以在当地零售商处购买门票; 我们现在年轻的数字本地人口不再寻找时间，对购买每日乐透票失去了兴趣。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。由于担心在一个超过40% 的人口低于25的国家/地区过时，我们需要找到一种吸引精通数字的千禧一代的方法。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。我们只需要超越简单地将传统的乐透体验数字化。我们的方法: 利用黎巴嫩青年中自我实现和个人主义的兴起，我们试图使购买乐透彩票成为一种无缝，有趣和表达的体验，这对每个人来说都是独一无二的。 相关性 Lucky Face看上去不仅利用传统媒体空间在竞选活动中产生嗡嗡声，而且还为每个玩家创造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了，他们的面孔赢得了他们，从而创造了数十万个新的 “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个月的下跌趋势。网站流量增加了超过 % 15,00，我们在社交媒体和本地新闻网站上获得了超过200万的印象。我们收到了价值超过200,000美元的三个最大电视网络的新闻报道。该活动在所有提及中获得了创纪录的94% 积极情绪，乐队的品牌嗡嗡声90% 增加。该品牌计划在未来的所有抽奖活动中永久实施Lucky Face，并正在谈判将适当的算法特许经营给世界各地的其他彩票，以创造额外的收入来源。 执行 重要的是，人们可以通过在不下载应用程序或使用特殊设备的情况下进行普通自拍照来参与lolo。Lucky Face仅要求用户发布到Instagram或访问我们的网站并拍摄/上传自拍照以播放lolo。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，该应用程序可以分析照片，检测用户的面部并使用其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。我们将受众定位在自拍照为王的平台，Instagram和Facebook上。玩家可以直接在Instagram上玩，方法是使用我们的标签发布，然后接收一个定制的链接，从其他平台购买或驱动到微型网站。整个激活过程是在两个抽奖周期的过程中进行的，其想法是在广告系列成功后进一步实施。 运动描述 随着年轻人洛图销量的下降，我们知道我们需要对千禧一代看待洛图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玩彩票的新方法，可以轻松地将其集成到现有的lobe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位彩票号码。Lucky Face允许痴迷于自拍的一代使用自己的肖像来赢得财富。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整个新一代玩家的方式重塑彩票，而不必对现有的lolo抽奖进行任何更改。
幸运的脸
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 与前几代人相比，年轻人对购买罗图门票的兴趣降低了，这种趋势使罗图担心未来的增长。更糟糕的是，20-29岁的人口是全国最大的。繁文tape节和官僚主义使创建新游戏变得越来越困难。我们的任务是针对千禧一代的人群开展广告活动，目的是让年轻人玩彩票，同时将罗图视为与他们生活相关的东西。简短地找到了一种方法，让洛图与下一代玩家建立联系。目标观众主要观众是从未玩过lolo的千禧一代，以及以前玩过但不积极参与的千禧一代。次要观众是18岁以上的任何人。目标 • 提高销售额 • 提高品牌知名度 • 达到500,000 + 社交媒体印象。 战略 乐透在过去一年中一直看到销售额下降。曾经是日常活动的一部分，人们可以在当地零售商处购买门票; 我们现在年轻的数字本地人口不再寻找时间，对购买每日乐透票失去了兴趣。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。由于担心在一个超过40% 的人口低于25的国家/地区过时，我们需要找到一种吸引精通数字的千禧一代的方法。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。我们只需要超越简单地将传统的乐透体验数字化。我们的方法: 利用黎巴嫩青年中自我实现和个人主义的兴起，我们试图使购买乐透彩票成为一种无缝，有趣和表达的体验，这对每个人来说都是独一无二的。 相关性 Lucky Face看上去不仅利用传统媒体空间在竞选活动中产生嗡嗡声，而且还为每个玩家创造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了，他们的面孔赢得了他们，从而创造了数十万个新的 “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个月的下跌趋势。网站流量增加了超过 % 15,00，我们在社交媒体和本地新闻网站上获得了超过200万的印象。我们收到了价值超过200,000美元的三个最大电视网络的新闻报道。该活动在所有提及中获得了创纪录的94% 积极情绪，乐队的品牌嗡嗡声90% 增加。该品牌计划在未来的所有抽奖活动中永久实施Lucky Face，并正在谈判将适当的算法特许经营给世界各地的其他彩票，以创造额外的收入来源。 执行 重要的是，人们可以通过在不下载应用程序或使用特殊设备的情况下进行普通自拍照来参与lolo。Lucky Face仅要求用户发布到Instagram或访问我们的网站并拍摄/上传自拍照以播放lolo。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，该应用程序可以分析照片，检测用户的面部并使用其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。我们将受众定位在自拍照为王的平台，Instagram和Facebook上。玩家可以直接在Instagram上玩，方法是使用我们的标签发布，然后接收一个定制的链接，从其他平台购买或驱动到微型网站。整个激活过程是在两个抽奖周期的过程中进行的，其想法是在广告系列成功后进一步实施。 运动描述 随着年轻人洛图销量的下降，我们知道我们需要对千禧一代看待洛图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玩彩票的新方法，可以轻松地将其集成到现有的lobe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位彩票号码。Lucky Face允许痴迷于自拍的一代使用自己的肖像来赢得财富。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整个新一代玩家的方式重塑彩票，而不必对现有的lolo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.
幸运的脸
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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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