The Colorblind Viewer|短视频|广告营销案例【ADGuider广告指南】

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色盲观察者

案例简介：概要田纳西州旅游发展部负责向美国和国际上的度假者宣传田纳西州。田纳西州最大的旅游景点之一是风景秀丽，尤其是在秋季，该州拥有该国最具活力的秋季树叶。但是，由于许多其他州承诺游客可以看到类似的景色，田纳西州不得不提醒游客该州的秋季风景到底有多特别。战略田纳西州希望旅行者知道它有一些全国最好的秋季树叶。这项挑战是对一群年复一年受到来自几十个州的同样风景如画的秋季景观轰炸的观众的挑战。许多人甚至从自己的窗户看到了它。秋天的颜色已经成为他们的墙纸。我们的目标是让他们用新鲜的眼睛看到田纳西的秋天之美 -- 通过第一次体验它的色盲人的眼睛展示它。因此，我们没有购买杂乱的付费媒体空间，而是购买了三个风景优美的观众和一些高科技镜头，并创造了一个装置，不仅宣传田纳西州的秋季色彩，实际上改变了生活。这一策略随后向一个全新的观众开放了这个州: 数百万受色盲影响的美国人，他们以前可能对秋季树叶旅行不感兴趣。相关性在美国，落叶是一个受欢迎的旅游景点。田纳西州是该国一些最具活力的秋季风景的所在地，但许多竞争对手的州向旅行者承诺了类似的观点。因此，为了展示田纳西州秋天的颜色有多特别，我们创造了一种环境媒体，一种特殊的风景观察者，使色盲旅行者第一次看到秋天的颜色成为可能, 我们把它放在该州最美丽的景色上。色盲观察者成为了一盏明灯，吸引了来自世界各地的游客对田纳西州秋天的美景的关注。结果随着视频浏览量迅速达到 9 毫米，这个故事成为了美联社的全国性新闻, 晚间新闻，美国广播公司的网站 Upworthy 和 GoodNewsNetwork--导致 662 毫米赚赚的印象和 $2.5 毫米媒体价值。色盲观众甚至出现在哥伦比亚广播公司的电视节目 “创新国家” 中，展示了当今的变革者。随着新闻的传播，人们也一样。活动结束后的几周，观众地点附近的酒店收入比前一年增长 9.5%。作为文化影响的标志，公众甚至开始游说观众在全国其他州和公园安装。因此，田纳西州目前正在研究制造工艺，以实现这一目标。最初是一个创新的广告理念，后来变成了一个改变生活的产品，现在它将让更多的人享受到美国美丽的风景。执行在验光师、技术公司和工程师的帮助下，我们为经典的风景观众配备了特殊的镜片，有助于缓解红绿颜色的不足。然后，在 2017年10月26日，我们将观众永久安置在田纳西州三个最令人印象深刻的风景中。我们邀请色盲人士使用它们，并捕捉他们对一部情感短片的反应，这部短片在网上发布并分发给国家媒体。由于秋天树叶的窗口有限，我们使用付费媒体在 Youtube 、 Facebook 和 Twitter 上向在田纳西州开车不远的 21 到 54 岁的年轻人宣传这部电影。其次，我们的目标是有色盲相关搜索历史的人。随着新闻报道开始传播，我们使用付费支持来扩大最佳报道。活动描述我们意识到，大约有 1300万美国人从未见过秋季颜色的变化，因为他们患有红绿色盲。所以我们想知道，如果田纳西州可能是他们第一次看到秋天的真面目的地方呢？为了使它成为可能，我们创建了色盲查看器。世界上第一个配备高科技镜头的风景观众，有助于缓解红绿色盲。这些独特的观众中有三名被永久安装在该州最好的风景景观中。当色盲人们使用它们，并第一次目睹了秋天的红色和橙色荣耀时，我们捕捉到了他们的情感反应，为短片分享这一经历。

色盲观察者

案例简介：Synopsis The Tennessee Department of Tourist Development is charged with promoting the state of Tennessee to vacationers in the United States as well as internationally. One of Tennessee’s biggest tourist attractions is its scenic beauty, especially during the autumn season when the state boasts some of the most vibrant fall foliage in the country. But with so many other states promising travelers similar views, Tennessee had to remind travelers how special the state’s fall scenery really was. Strategy Tennessee wanted travelers to know it has some of the best fall foliage in the country. The challenge was standing out to an audience that was bombarded with the same picturesque fall landscapes from dozens of states, year after year. Many even saw it out their own windows. Fall colors had become wallpaper to them. Our aim was to get them to see Tennessee’s fall beauty with fresh eyes--by showcasing it through the eyes of colorblind people experiencing it for the first time. So instead of buying into the cluttered paid media space, we bought three scenic viewers and some high tech lenses and created an installation that not only promoted Tennessee’s fall colors, it actually changed lives. This strategy then opened the state up to a brand new audience: the millions of Americans affected by colorblindness who may not have previously been interested in fall foliage travel. Relevancy In the U.S., fall foliage is a popular tourist attraction. The state of Tennessee is home to some of the country’s most vibrant fall scenery, but many competing states promise travelers similar views. So to showcase how special Tennessee’s fall colors are, we created a piece of ambient media, a special scenic viewer that made it possible for colorblind travelers to see fall colors for the first time, and we put it at the state’s most scenic vistas. The Colorblind Viewer became a beacon of light, drawing attention and visitors from around the globe to Tennessee’s fall beauty. Outcome As video views quickly reached 9MM, the story became national news with features on The Associated Press, NBC Nightly News and ABC as well as sites like Upworthy and GoodNewsNetwork--resulting in 662MM earned impressions and $2.5MM in earned media value. The Colorblind Viewer was even featured on the CBS television program, “Innovation Nation” which showcases present-day change makers. As the news traveled, so did people. The weeks following the campaign, hotel revenue near viewer locations was up 9.5% over the previous year. And an indication of the cultural impact, the public even began lobbying for the viewers to be installed in other states and parks across the country. As a result, Tennessee is currently working on a manufacturing process to make that possible. What started as an innovative advertising idea, turned into a life-changing product that will now make the beautiful landscape of America inclusive to more people. Execution With the help of an optometrist, a technology company and an engineer, we outfitted classic scenic viewers with special lenses that can help alleviate red-green color deficiency. Then, on October 26th 2017, we permanently installed the viewers at three of Tennessee’s most impressive scenic vistas. We invited colorblind people to use them and captured their reactions for an emotional short film that was posted online and distributed to national media outlets. Because of the limited window of fall foliage, we used paid media to promote the film on Youtube, Facebook and Twitter to 21-to-54-year-olds within short driving distance of Tennessee. Secondly, we targeted people with colorblind-related search history. As the news stories began to spread, we used paid support to amplify the best coverage. CampaignDescription We realized there are roughly 13 million Americans who have never seen the changing fall colors because they suffer from red-green color blindness. So we wondered, what if Tennessee could be the place they saw the true colors of fall for the first time? To make it possible, we created The Colorblind Viewer. The world’s first scenic viewer equipped with high-tech lenses that help alleviate red-green colorblindness. Three of these unique viewers were permanently installed at the state’s best scenic vistas. As colorblind people used them, and witnessed the red and orange glory of fall for the first time, we captured their emotional reactions for a short film to share the experience.