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亚马逊消防电视
案例简介：为什么这项工作与媒体相关？ 对于我们针对亚马逊的FireTV活动，媒体背景和合作伙伴内容就是一切。 虽然许多人理解FireTV是如何工作的，但大多数人并没有意识到它内置了亚马逊的语音助手Alexa。我们的目标是展示FireTV和Alexa的力量，让人们说 “我希望我的电视能做到这一点”。 我们与两个主要媒体合作伙伴合作，建立了一个反向产品投放活动 -- 在我们的广告中使用他们关键节目的内容，以展示在看电视时使用Alexa的力量。 背景 亚马逊的Fire TV不仅仅是一个流媒体平台。当然，它有你内心渴望的所有电影和电视，但它也有一个秘密武器; 它内置了Alexa。亚马逊必须克服的挑战是Alexa是一种秘密武器。 描述创意/见解 (30% 的选票) 几十年来，电视一直是英国前台的焦点。这就是我们所有家具所指向的，它形成了推动全国对话的社会货币。在过去的十年里，第二次放映将这种社交货币放大到我们直接的朋友圈之外，像Gogglebox这样的节目实际上创造了一面生活的镜子。 对广告商来说，机会是显而易见的，虽然很少有人能与电视的社会货币竞争，但很少有人能成为英国文化结构的一部分。所以我们给自己设定了一个挑战; 在每个人都专注于电视的时候，我们怎么能证明消防电视是不同的，开始一场关于消防电视的对话，这种对话延伸到前面的房间。 这是一个艰难的挑战。 描述策略 (20% 的选票) 让Alexa加入亚马逊的Fire TV的最大好处之一是能够在您观看电视时询问她的问题。我们都有过看电视的时候，看到了我们想立即订购的产品，或者想起了我们昨天应该预订的东西… Alexa让这变得简单，你所要做的就是问! 所以我们的解决方案是展示阿列克谢和消防电视的力量，利用英国电视中的关键时刻将其变为现实，让国家坐以待毙，说 “我希望我的电视能做到这一点!” 描述执行情况 (20% 的选票) 我们与独立电视台和第四频道合作，许可一些国家最喜欢的节目的内容，并重新制作消防电视节目的剪辑。亚马逊的D1 创意团队帮助他们制作了六个广告，我们展示了一些内容，然后暂停了节目，并问了Alexa一个问题。然后，我们将这些内容部署到节目旁边，并将节目中的内容与各自的消防电视广告相匹配。 这种影响完美地展示了消防电视的功能。《女仆的故事》、《初次约会》和《忍者战士》的观众被展示了消防电视对他们的观看体验有什么不同 (以及让生活变得简单一点)。 列出结果 (30% 的选票) 我们运行了 129 个上下文电视节目，效果是创新感知增加了 18% 个百分点，易用性感知增加了 10% 个百分点，最重要的是，学习消防电视新东西的人增加了 29% 个百分点。与此同时，亚马逊的计量经济学表明，你的电视能做到这一点吗？活动比同期开展的类似活动更有效率。客户说，“这项活动展示了如何通过上下文相关的创意产品演示来吸引消费者，从而推动积极的商业成果”。
亚马逊消防电视
案例简介：Why is this work relevant for Media? For our FireTV campaign for Amazon, media context and partner content was everything. While many people understand how FireTV works, most don’t realise that it has Amazon’s voice assistant, Alexa, built in. Our objective was to demonstrate the power of FireTV and Alexa, and get people to say ‘I wish my TV could do that’. We worked with two key media partners to build a reverse product placement campaign – using content from their key programming in our advertising, in order to demonstrate the power of using Alexa while watching TV. Background Amazon’s Fire TV is more than just a streaming platform. Sure, it has all the films and TV your heart could ever desire, but it also has a secret weapon; it has Alexa built in. The challenge Amazon had to overcome was that the Alexa was a secret weapon. Describe the creative idea/insights (30% of vote) TV has been the focal point of British front rooms for decades. It’s what all of our furniture points at, and it forms the social currency that drives conversations across the nation. Over the last decade, second screening has amplified that social currency beyond our immediate circle of friends, and shows like Gogglebox have effectively created a mirror to life. For advertisers, the opportunity is obvious, and while very few can compete with the social currency of television, those few that do can become part of the cultural fabric of the UK. So we set ourselves a challenge; how could we show that Fire TV was different, at a time when everyone was focused on TV, and start a conversation about Fire TV that extended beyond the front room. It was a tough challenge. Describe the strategy (20% of vote) One of the biggest benefits of having Alexa baked in to Amazon’s Fire TV is the ability to ask her questions that pop up while you’re watching TV. We’ve all had moments when we’ve been watching TV and seen a product we’ve wanted to immediately order, or remembered that thing we should’ve booked yesterday… Alexa makes that easy, all you have to do is ask! So our solution was to demonstrate the power of Alexa and Fire TV, using key moments in British television to bring it to life, and get the nation to sit back and say “I wish my TV could do that!” Describe the execution (20% of vote) We worked in partnership with ITV and Channel 4 to licence content from some of the nation’s favourite shows, and recreate clips of the shows shown through Fire TV. Amazon’s D1 creative team helped them create six ads where we showed a little content, then paused the show, and asked Alexa a question. We then deployed this content to sit perfectly alongside the shows and matched the content in the shows to the respective Fire TV ad. The impact was a perfect contextual demonstration of what Fire TV is capable of. Viewers of The Handmaids Tale, First Dates, and Ninja Warrior were shown what a difference Fire TV could make to their viewing experience (as well as making life a little easier). List the results (30% of vote) We ran 129 contextual TV spots, and the effect was an 18% point increase in perceptions of innovation, a 10% point increase in perceptions of ease of use, and most importantly, a 29% point increase in people learning something new about Fire TV. At the same time, Amazon’s econometrics showed that the Can Your TV Do That? Campaign was more efficient than similar campaigns running across the same period. The client said, “This campaign demonstrated how entertaining consumers with contextually relevant creative product demonstrations drive positive business results”.
Amazon Fire TV
案例简介：为什么这项工作与媒体相关？ 对于我们针对亚马逊的FireTV活动，媒体背景和合作伙伴内容就是一切。 虽然许多人理解FireTV是如何工作的，但大多数人并没有意识到它内置了亚马逊的语音助手Alexa。我们的目标是展示FireTV和Alexa的力量，让人们说 “我希望我的电视能做到这一点”。 我们与两个主要媒体合作伙伴合作，建立了一个反向产品投放活动 -- 在我们的广告中使用他们关键节目的内容，以展示在看电视时使用Alexa的力量。 背景 亚马逊的Fire TV不仅仅是一个流媒体平台。当然，它有你内心渴望的所有电影和电视，但它也有一个秘密武器; 它内置了Alexa。亚马逊必须克服的挑战是Alexa是一种秘密武器。 描述创意/见解 (30% 的选票) 几十年来，电视一直是英国前台的焦点。这就是我们所有家具所指向的，它形成了推动全国对话的社会货币。在过去的十年里，第二次放映将这种社交货币放大到我们直接的朋友圈之外，像Gogglebox这样的节目实际上创造了一面生活的镜子。 对广告商来说，机会是显而易见的，虽然很少有人能与电视的社会货币竞争，但很少有人能成为英国文化结构的一部分。所以我们给自己设定了一个挑战; 在每个人都专注于电视的时候，我们怎么能证明消防电视是不同的，开始一场关于消防电视的对话，这种对话延伸到前面的房间。 这是一个艰难的挑战。 描述策略 (20% 的选票) 让Alexa加入亚马逊的Fire TV的最大好处之一是能够在您观看电视时询问她的问题。我们都有过看电视的时候，看到了我们想立即订购的产品，或者想起了我们昨天应该预订的东西… Alexa让这变得简单，你所要做的就是问! 所以我们的解决方案是展示阿列克谢和消防电视的力量，利用英国电视中的关键时刻将其变为现实，让国家坐以待毙，说 “我希望我的电视能做到这一点!” 描述执行情况 (20% 的选票) 我们与独立电视台和第四频道合作，许可一些国家最喜欢的节目的内容，并重新制作消防电视节目的剪辑。亚马逊的D1 创意团队帮助他们制作了六个广告，我们展示了一些内容，然后暂停了节目，并问了Alexa一个问题。然后，我们将这些内容部署到节目旁边，并将节目中的内容与各自的消防电视广告相匹配。 这种影响完美地展示了消防电视的功能。《女仆的故事》、《初次约会》和《忍者战士》的观众被展示了消防电视对他们的观看体验有什么不同 (以及让生活变得简单一点)。 列出结果 (30% 的选票) 我们运行了 129 个上下文电视节目，效果是创新感知增加了 18% 个百分点，易用性感知增加了 10% 个百分点，最重要的是，学习消防电视新东西的人增加了 29% 个百分点。与此同时，亚马逊的计量经济学表明，你的电视能做到这一点吗？活动比同期开展的类似活动更有效率。客户说，“这项活动展示了如何通过上下文相关的创意产品演示来吸引消费者，从而推动积极的商业成果”。
Amazon Fire TV
案例简介：Why is this work relevant for Media? For our FireTV campaign for Amazon, media context and partner content was everything. While many people understand how FireTV works, most don’t realise that it has Amazon’s voice assistant, Alexa, built in. Our objective was to demonstrate the power of FireTV and Alexa, and get people to say ‘I wish my TV could do that’. We worked with two key media partners to build a reverse product placement campaign – using content from their key programming in our advertising, in order to demonstrate the power of using Alexa while watching TV. Background Amazon’s Fire TV is more than just a streaming platform. Sure, it has all the films and TV your heart could ever desire, but it also has a secret weapon; it has Alexa built in. The challenge Amazon had to overcome was that the Alexa was a secret weapon. Describe the creative idea/insights (30% of vote) TV has been the focal point of British front rooms for decades. It’s what all of our furniture points at, and it forms the social currency that drives conversations across the nation. Over the last decade, second screening has amplified that social currency beyond our immediate circle of friends, and shows like Gogglebox have effectively created a mirror to life. For advertisers, the opportunity is obvious, and while very few can compete with the social currency of television, those few that do can become part of the cultural fabric of the UK. So we set ourselves a challenge; how could we show that Fire TV was different, at a time when everyone was focused on TV, and start a conversation about Fire TV that extended beyond the front room. It was a tough challenge. Describe the strategy (20% of vote) One of the biggest benefits of having Alexa baked in to Amazon’s Fire TV is the ability to ask her questions that pop up while you’re watching TV. We’ve all had moments when we’ve been watching TV and seen a product we’ve wanted to immediately order, or remembered that thing we should’ve booked yesterday… Alexa makes that easy, all you have to do is ask! So our solution was to demonstrate the power of Alexa and Fire TV, using key moments in British television to bring it to life, and get the nation to sit back and say “I wish my TV could do that!” Describe the execution (20% of vote) We worked in partnership with ITV and Channel 4 to licence content from some of the nation’s favourite shows, and recreate clips of the shows shown through Fire TV. Amazon’s D1 creative team helped them create six ads where we showed a little content, then paused the show, and asked Alexa a question. We then deployed this content to sit perfectly alongside the shows and matched the content in the shows to the respective Fire TV ad. The impact was a perfect contextual demonstration of what Fire TV is capable of. Viewers of The Handmaids Tale, First Dates, and Ninja Warrior were shown what a difference Fire TV could make to their viewing experience (as well as making life a little easier). List the results (30% of vote) We ran 129 contextual TV spots, and the effect was an 18% point increase in perceptions of innovation, a 10% point increase in perceptions of ease of use, and most importantly, a 29% point increase in people learning something new about Fire TV. At the same time, Amazon’s econometrics showed that the Can Your TV Do That? Campaign was more efficient than similar campaigns running across the same period. The client said, “This campaign demonstrated how entertaining consumers with contextually relevant creative product demonstrations drive positive business results”.
亚马逊消防电视
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Amazon Fire TV
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