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洞察
案例简介：描述客户的简报 引领韩国小型数码相机市场的三星相机开始自问，除了卓越的图像质量和精确的技术之外，是什么让相机变得更好。 描述促销如何从概念发展到实施 为了回答这个问题，“什么是终极相机？” 我们决定开设非常特别的摄影课。我们向汉比特盲人学校的 11 名视障学生分发了相机，并和他们一起花了 50 天时间教授基本摄影技能，带他们去拍摄短途旅行。他们依靠声音、气味、纹理拍照。他们在电影中捕捉到了他们感觉和想象的一切，他们的照片被带到一个特别的展览中。 描述客户和消费者的成功促销，包括一些可量化的结果: 许多游客被学生的照片感动和鼓舞，因为这些照片超越了传统，超越了我们用眼睛看到的。专业摄影师也对他们的工作印象深刻。展览期间展出的所有 80 张照片都卖完了。一个 50,000 美元的基金是由作品和展览目录的销售和捐赠申请的收益创造的。这笔钱将用于视障人士的下一堂摄影课。 解释为什么促销方法与产品或服务最相关 展览的促销活动以电视广告的播出开始，随后在平面媒体和户外广告牌上播放互动广告，这些广告通过二维码连接到采访视频, 通过在微网站和 Facebook 上的在线活动。柳艺术空间的展览不仅展示了学生的照片，还展示了浮雕和一个 4D 体验室，让游客可以用五种感官体验表演。这个特别的展览由许多印刷和广播媒体报道，摄影课是作为纪录片拍摄的，在国家电视台播出。
洞察
案例简介：Describe the brief from the client Samsung camera which is leading the compact digital camera market in Korea starts to ask themselves what makes a better camera in addition to its superior image quality and precise technology. Describe how the promotion developed from concept to implementation To answer the question, "what makes an ultimate camera?" we decided to have very special photography class. We handed out cameras to a class of 11 visually impaired students at the Hanbit School for the Blind and spent 50 days with them teaching basic photography skills and taking them on shooting excursions. They took pictures relying on sounds, smells, textures. They captured on film everything they felt and imagined, and their photographs were brought together in a special exhibition. Describe the success of the promotion with both client and consumer including some quantifiable results: Numerous visitors were moved and inspired by the students' photographs for reaching beyond conventions, beyond what we see with our eyes. Professional photographers were also impressed by their work. All 80 photographs on display were sold out during the exhibition. A $50,000-fund was created with the proceeds from the sales of the works and exhibition catalogue and from the donation application. The money will be used for the next photography class for the visually impaired. Explain why the method of promotion was most relevant to the product or service Promotion for the exhibition kicked off with the airing of a TV commercial followed by interactive ads in print media and on outdoor billboards that connected to interview videos via QR codes, and by online campaigns on micro sites and Facebook. The exhibition at Yoo Art Space featured not only the students' photographs but reliefs and a 4D experience room which allowed visitors to experience the show with all five senses. This special exhibition was covered by numerous print and broadcast media and the photography class was filmed as a documentary that aired on national TV.
INSIGHT
案例简介：描述客户的简报 引领韩国小型数码相机市场的三星相机开始自问，除了卓越的图像质量和精确的技术之外，是什么让相机变得更好。 描述促销如何从概念发展到实施 为了回答这个问题，“什么是终极相机？” 我们决定开设非常特别的摄影课。我们向汉比特盲人学校的 11 名视障学生分发了相机，并和他们一起花了 50 天时间教授基本摄影技能，带他们去拍摄短途旅行。他们依靠声音、气味、纹理拍照。他们在电影中捕捉到了他们感觉和想象的一切，他们的照片被带到一个特别的展览中。 描述客户和消费者的成功促销，包括一些可量化的结果: 许多游客被学生的照片感动和鼓舞，因为这些照片超越了传统，超越了我们用眼睛看到的。专业摄影师也对他们的工作印象深刻。展览期间展出的所有 80 张照片都卖完了。一个 50,000 美元的基金是由作品和展览目录的销售和捐赠申请的收益创造的。这笔钱将用于视障人士的下一堂摄影课。 解释为什么促销方法与产品或服务最相关 展览的促销活动以电视广告的播出开始，随后在平面媒体和户外广告牌上播放互动广告，这些广告通过二维码连接到采访视频, 通过在微网站和 Facebook 上的在线活动。柳艺术空间的展览不仅展示了学生的照片，还展示了浮雕和一个 4D 体验室，让游客可以用五种感官体验表演。这个特别的展览由许多印刷和广播媒体报道，摄影课是作为纪录片拍摄的，在国家电视台播出。
INSIGHT
案例简介：Describe the brief from the client Samsung camera which is leading the compact digital camera market in Korea starts to ask themselves what makes a better camera in addition to its superior image quality and precise technology. Describe how the promotion developed from concept to implementation To answer the question, "what makes an ultimate camera?" we decided to have very special photography class. We handed out cameras to a class of 11 visually impaired students at the Hanbit School for the Blind and spent 50 days with them teaching basic photography skills and taking them on shooting excursions. They took pictures relying on sounds, smells, textures. They captured on film everything they felt and imagined, and their photographs were brought together in a special exhibition. Describe the success of the promotion with both client and consumer including some quantifiable results: Numerous visitors were moved and inspired by the students' photographs for reaching beyond conventions, beyond what we see with our eyes. Professional photographers were also impressed by their work. All 80 photographs on display were sold out during the exhibition. A $50,000-fund was created with the proceeds from the sales of the works and exhibition catalogue and from the donation application. The money will be used for the next photography class for the visually impaired. Explain why the method of promotion was most relevant to the product or service Promotion for the exhibition kicked off with the airing of a TV commercial followed by interactive ads in print media and on outdoor billboards that connected to interview videos via QR codes, and by online campaigns on micro sites and Facebook. The exhibition at Yoo Art Space featured not only the students' photographs but reliefs and a 4D experience room which allowed visitors to experience the show with all five senses. This special exhibition was covered by numerous print and broadcast media and the photography class was filmed as a documentary that aired on national TV.
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