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滑动惊人的运动
案例简介：概要 雷克萨斯是全球豪华汽车品牌，是奥迪、奔驰和宝马的挑战者。雷克萨斯品牌以其工程资质而非想象力或创造力而闻名; 我们的简报是通过展示品牌中从未见过的一面来改变这种看法，并让人们谈论品牌。 结果 迄今为止，该运动已经收到了超过 4000万次浏览，超过 30,000 次媒体报道，估计公关价值为 6400 万美元。 战略 雷克萨斯想与全球有影响力的观众接触，但没有得到他们的关注，被德国豪华汽车品牌超过。为了与观众联系，该机构需要做一些事情来超越竞争对手，几乎没有媒体预算。每一种观点、每一条评论和每一份分享都必须是有机的，而不是付费的。我们的想法必须能够影响影响者。 活动描述 该机构设计和开发了一个功能齐全的气垫船。然后，我们拍摄了它在一个专门设计的 Hoverpark 上的速度，并在网上发布了这部电影。 执行 创造一个功能齐全的气垫船只是挑战的一半 -- 另一个是在几乎没有媒体支出的情况下接触全球观众。我们用一个预告阶段为这场运动创造了预期，预演了我们的气垫船，让人们问 “这是真的吗？”？ '。随着我们两分钟的在线电影的推出，主要活动爆发了，这部电影展示了气垫船在一个专门设计和建造的气垫船上的进展。这是 8月4日通过 YouTube 在全球推出的，并通过 Facebook 、 Instagram 、 Vine 和目标媒体进行了放大。
滑动惊人的运动
案例简介：Synopsis Lexus is a global luxury car brand, a challenger in the category against Audi, Mercedes and BMW. The Lexus brand is better known for its engineering credentials than for its imagination or creativity; our brief was to change this perception by demonstrating a side of the brand that hadn’t been seen before and get people talking about the brand. Outcome To date the campaign has received over 40 million views, over 30,000 pieces of media coverage and an estimated PR value of $64m. Strategy Lexus wanted to engage with a global influencer audience but didn’t have their attention and were outspent by the German luxury automotive brands. To connect with that audience, the agency needed to do something to out-smart the competition with next to no media budget. Every view, every comment and every share had to be organic and earned, not paid for.Our idea had to be something that would influence the influencers. Campaign Description The agency designed and developed a fully-functioning Hoverboard. We then filmed it being put through its paces on a specially designed Hoverpark and released this film online. Execution Creating a fully-functioning Hoverboard was only one half of the challenge – the other was to reach a global audience with next to no media spend.We created anticipation for the campaign with a teaser phase which gave a preview of our Hoverboard leaving people asking ‘Is it real?’. The main campaign broke with the launch of our two-minute online film, showing the Hoverboard being put through its paces in a specially designed and constructed Hoverpark. This was launched globally through YouTube on August 4th and amplified through Facebook, Instagram, Vine and targeted media outlets.
Slide Amazing In Motion
案例简介：概要 雷克萨斯是全球豪华汽车品牌，是奥迪、奔驰和宝马的挑战者。雷克萨斯品牌以其工程资质而非想象力或创造力而闻名; 我们的简报是通过展示品牌中从未见过的一面来改变这种看法，并让人们谈论品牌。 结果 迄今为止，该运动已经收到了超过 4000万次浏览，超过 30,000 次媒体报道，估计公关价值为 6400 万美元。 战略 雷克萨斯想与全球有影响力的观众接触，但没有得到他们的关注，被德国豪华汽车品牌超过。为了与观众联系，该机构需要做一些事情来超越竞争对手，几乎没有媒体预算。每一种观点、每一条评论和每一份分享都必须是有机的，而不是付费的。我们的想法必须能够影响影响者。 活动描述 该机构设计和开发了一个功能齐全的气垫船。然后，我们拍摄了它在一个专门设计的 Hoverpark 上的速度，并在网上发布了这部电影。 执行 创造一个功能齐全的气垫船只是挑战的一半 -- 另一个是在几乎没有媒体支出的情况下接触全球观众。我们用一个预告阶段为这场运动创造了预期，预演了我们的气垫船，让人们问 “这是真的吗？”？ '。随着我们两分钟的在线电影的推出，主要活动爆发了，这部电影展示了气垫船在一个专门设计和建造的气垫船上的进展。这是 8月4日通过 YouTube 在全球推出的，并通过 Facebook 、 Instagram 、 Vine 和目标媒体进行了放大。
Slide Amazing In Motion
案例简介：Synopsis Lexus is a global luxury car brand, a challenger in the category against Audi, Mercedes and BMW. The Lexus brand is better known for its engineering credentials than for its imagination or creativity; our brief was to change this perception by demonstrating a side of the brand that hadn’t been seen before and get people talking about the brand. Outcome To date the campaign has received over 40 million views, over 30,000 pieces of media coverage and an estimated PR value of $64m. Strategy Lexus wanted to engage with a global influencer audience but didn’t have their attention and were outspent by the German luxury automotive brands. To connect with that audience, the agency needed to do something to out-smart the competition with next to no media budget. Every view, every comment and every share had to be organic and earned, not paid for.Our idea had to be something that would influence the influencers. Campaign Description The agency designed and developed a fully-functioning Hoverboard. We then filmed it being put through its paces on a specially designed Hoverpark and released this film online. Execution Creating a fully-functioning Hoverboard was only one half of the challenge – the other was to reach a global audience with next to no media spend.We created anticipation for the campaign with a teaser phase which gave a preview of our Hoverboard leaving people asking ‘Is it real?’. The main campaign broke with the launch of our two-minute online film, showing the Hoverboard being put through its paces in a specially designed and constructed Hoverpark. This was launched globally through YouTube on August 4th and amplified through Facebook, Instagram, Vine and targeted media outlets.
滑动惊人的运动
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Slide Amazing In Motion
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