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缓冲愤怒
案例简介：为什么这项工作与Direct相关？ 通过编码和与在线媒体的一些合作，我们设法破解了实际的缓冲轮，并把它变成了一种新的广告媒介，用VOO直接面对我们的目标受众，我们的核心信息 “加载速度提高 2 倍”。当他们遇到问题的时候。因此，我们不是直截了当地告诉消费者，而是在正确的时间给消费者正确的体验。为了推动转换，所有这些都通过商业报价重新定位。 背景 VOO电信是比利时最大的电信挑战者。由于互联网已经成为我们日常生活的一部分，电信业务的主战场之一以及交换提供商的原因是互联网的速度。VOO Telecom在现代技术上投入了大量资金，因为他们能够为客户提供平均速度比最大竞争对手快 2 倍的互联网速度，电信市场的领导者。Kpi非常明确: 在互联网市场上获得市场份额。但除了市场份额之外，VOO电信希望有一个想法也能扩大他们的心脏份额，并明确将他们定位为比利时电信挑战者。 描述创意 (30% 的选票) 超过 50% 的人每天都会经历 “缓冲愤怒”，这是一种无法控制的愤怒状态，是由在线内容或流媒体视频的中断引起的。我们都知道盯着这个不断转动的缓冲轮是什么感觉。为了宣传VOO telecom拥有比利时最快的互联网，我们决定劫持愤怒和沮丧的象征: 实际的缓冲轮。因此，有史以来第一次，每当有人上传或流式传输视频并且出现缓冲轮时，VOO消息也会出现: 使用VOO加载速度高达 2 倍。为此，我们编写了一些代码，与比利时最大的媒体合作伙伴建立了合作关系，并将我们的代码行添加到他们的缓冲轮代码中。通过这样做，我们确保每次有人遇到问题时，他们也会遇到解决方案。 描述策略 (20% 的选票) 我们的目标受众非常具体: 我们最大的竞争对手，市场领导者的任何客户。原因显然是我们知道VOO的互联网速度比他们最大的竞争对手的互联网速度快了两倍。但是，我们不是直截了当地告诉我们的目标受众VOO互联网要快得多，而是想在他们遇到问题时用解决方案来面对他们。我们不能专门针对非客户端，但是为了确保VOO客户端不会遇到 “更快的互联网” 消息，我们确保我们的消息仅在 1.5 秒的缓冲后才出现。原因是通过数据，我们知道VOO客户在缓冲时平均不必等待超过 1.5 秒。因此，通过这种方式，我们 95% 确定只有非VOO客户才会面临我们的信息 “使用VOO加载速度高达 2 倍” 描述执行情况 (20% 的选票) 10 月底，“缓冲暴怒” 活动现场直播。这意味着我们向比利时 4 个最大的新闻媒体和流媒体服务提供了破解缓冲轮的代码。通过与这 4 个人的合作，我们的消息 “用voo加载速度提高了 2 倍” 到达了 70% 的目标受众，而他们对我们最大竞争对手的慢互联网速度感到沮丧。此消息在前 5 天内显示了 250万多次。为了推动转换，所有这些都通过商业报价重新定位。 列出结果 (30% 的选票) 一个新的广告媒体创造，一个明确的第一。在前 5 天显示超过 250万条消息。超过 70% 的主要目标受众在他们对VOO主要竞争对手的互联网速度感到沮丧的时候到达。为了驱动转换，所有的转换都被重新定位了。所有这些导致VOO的快速互联网产品的销售额与 “缓冲狂潮” 前一个月的销售额相比惊人地增加了 20%。
缓冲愤怒
案例简介：Why is this work relevant for Direct? Via coding and some partnerships with online media-outlets, we managed to hack the actual buffering wheel and turned it into a new advertising medium, to directly confront our target audience with our core message ‘Load up to 2 times faster with VOO.’ while they were experiencing the problem. So rather than flatly telling we gave consumers the right experience at exactly the right time. To drive conversion all of them got also retargeted with a commercial offer. Background VOO Telecom is Belgium’s biggest Telecom Challenger. Since the internet has become so much part of our daily life, one of the main battlefields in Telco business and reasons to switch provider is the speed of the internet. VOO Telecom has invested a huge amount of money in modern technology and because of they were able to offer their clients an internet speed that on average can be up to 2 times faster than their biggest competitor, the Telecom market leader. The kpi was very clear: gain market share in the internet market. But apart from share of market, VOO telecom wanted an idea that would also grow their share of heart and clearly position them as THE TelCo challenger in Belgium. Describe the creative idea (30% of vote) Over 50% of people experience ‘Buffer Rage’ every day, a state of uncontrollable anger, induced by the interruption of online content or streaming video. We all know how it feels to stare at this ever-turning buffering wheel. To promote the fact that VOO telecom has Belgium’s fastest internet, we decided to hijack that symbol of rage and frustration: the actual buffering wheel. So, for the first time ever, whenever somebody is uploading or streaming video and a buffering wheel appears, the VOO message appears too: Load up to 2 times faster with VOO. To do so we wrote some code, set up a collaboration with Belgium’s biggest media partners and added our line of code to the code of their buffering wheel. By doing so we made sure that every time somebody was confronted with the problem, they were also confronted with the solution. Describe the strategy (20% of vote) Our target audience was very specific: any client of our biggest competitor, the market leader. The reason obviously being that we know that the internet speed of VOO is up to 2 times faster than the internet speed of their biggest competitor. But instead of flatly telling our target audience that VOO internet is way faster, we wanted to confront them with the solution while they were experiencing the problem. We could not specifically target non-clients, but to make sure that VOO clients were not confronted with the ‘faster internet’-message, we made sure that our message only appeared after 1.5 seconds of buffering. Reason being that via data we know that on average VOO clients never have to wait more than 1.5 seconds when buffering. So this way we were 95% sure that only non-VOO clients would be confronted with our message ‘Load up to 2 times faster with VOO.’ Describe the execution (20% of vote) End of October ’18 the ‘buffer rage’ campaign was live. Which means that we delivered the code to hack the buffering wheel to 4 of Belgium’s biggest news-outlets and streaming services. Via a partnership with those 4, our message ‘Load up to 2 times faster with VOO’ reached 70% of our target audience at the exact moment they were getting frustrated by the slow internet speed of our biggest competitor. This message was displayed over 2.5 million times in the first 5 days. To drive conversion all of them got also retargeted with a commercial offer. List the results (30% of vote) A new advertising medium created, a clear first. Over 2.5 million messages displayed in the first 5 days. Over 70% of main target audience reached at the exact moment they were being frustrated by the internet speed of VOO’s main competitor. To drive conversion all of them got retargeted. All this leading to an astonishing +20% in sales of VOO’s fast internet product compared to sales in the month before the ‘buffer rage’-stunt.
Buffer Rage
案例简介：为什么这项工作与Direct相关？ 通过编码和与在线媒体的一些合作，我们设法破解了实际的缓冲轮，并把它变成了一种新的广告媒介，用VOO直接面对我们的目标受众，我们的核心信息 “加载速度提高 2 倍”。当他们遇到问题的时候。因此，我们不是直截了当地告诉消费者，而是在正确的时间给消费者正确的体验。为了推动转换，所有这些都通过商业报价重新定位。 背景 VOO电信是比利时最大的电信挑战者。由于互联网已经成为我们日常生活的一部分，电信业务的主战场之一以及交换提供商的原因是互联网的速度。VOO Telecom在现代技术上投入了大量资金，因为他们能够为客户提供平均速度比最大竞争对手快 2 倍的互联网速度，电信市场的领导者。Kpi非常明确: 在互联网市场上获得市场份额。但除了市场份额之外，VOO电信希望有一个想法也能扩大他们的心脏份额，并明确将他们定位为比利时电信挑战者。 描述创意 (30% 的选票) 超过 50% 的人每天都会经历 “缓冲愤怒”，这是一种无法控制的愤怒状态，是由在线内容或流媒体视频的中断引起的。我们都知道盯着这个不断转动的缓冲轮是什么感觉。为了宣传VOO telecom拥有比利时最快的互联网，我们决定劫持愤怒和沮丧的象征: 实际的缓冲轮。因此，有史以来第一次，每当有人上传或流式传输视频并且出现缓冲轮时，VOO消息也会出现: 使用VOO加载速度高达 2 倍。为此，我们编写了一些代码，与比利时最大的媒体合作伙伴建立了合作关系，并将我们的代码行添加到他们的缓冲轮代码中。通过这样做，我们确保每次有人遇到问题时，他们也会遇到解决方案。 描述策略 (20% 的选票) 我们的目标受众非常具体: 我们最大的竞争对手，市场领导者的任何客户。原因显然是我们知道VOO的互联网速度比他们最大的竞争对手的互联网速度快了两倍。但是，我们不是直截了当地告诉我们的目标受众VOO互联网要快得多，而是想在他们遇到问题时用解决方案来面对他们。我们不能专门针对非客户端，但是为了确保VOO客户端不会遇到 “更快的互联网” 消息，我们确保我们的消息仅在 1.5 秒的缓冲后才出现。原因是通过数据，我们知道VOO客户在缓冲时平均不必等待超过 1.5 秒。因此，通过这种方式，我们 95% 确定只有非VOO客户才会面临我们的信息 “使用VOO加载速度高达 2 倍” 描述执行情况 (20% 的选票) 10 月底，“缓冲暴怒” 活动现场直播。这意味着我们向比利时 4 个最大的新闻媒体和流媒体服务提供了破解缓冲轮的代码。通过与这 4 个人的合作，我们的消息 “用voo加载速度提高了 2 倍” 到达了 70% 的目标受众，而他们对我们最大竞争对手的慢互联网速度感到沮丧。此消息在前 5 天内显示了 250万多次。为了推动转换，所有这些都通过商业报价重新定位。 列出结果 (30% 的选票) 一个新的广告媒体创造，一个明确的第一。在前 5 天显示超过 250万条消息。超过 70% 的主要目标受众在他们对VOO主要竞争对手的互联网速度感到沮丧的时候到达。为了驱动转换，所有的转换都被重新定位了。所有这些导致VOO的快速互联网产品的销售额与 “缓冲狂潮” 前一个月的销售额相比惊人地增加了 20%。
Buffer Rage
案例简介：Why is this work relevant for Direct? Via coding and some partnerships with online media-outlets, we managed to hack the actual buffering wheel and turned it into a new advertising medium, to directly confront our target audience with our core message ‘Load up to 2 times faster with VOO.’ while they were experiencing the problem. So rather than flatly telling we gave consumers the right experience at exactly the right time. To drive conversion all of them got also retargeted with a commercial offer. Background VOO Telecom is Belgium’s biggest Telecom Challenger. Since the internet has become so much part of our daily life, one of the main battlefields in Telco business and reasons to switch provider is the speed of the internet. VOO Telecom has invested a huge amount of money in modern technology and because of they were able to offer their clients an internet speed that on average can be up to 2 times faster than their biggest competitor, the Telecom market leader. The kpi was very clear: gain market share in the internet market. But apart from share of market, VOO telecom wanted an idea that would also grow their share of heart and clearly position them as THE TelCo challenger in Belgium. Describe the creative idea (30% of vote) Over 50% of people experience ‘Buffer Rage’ every day, a state of uncontrollable anger, induced by the interruption of online content or streaming video. We all know how it feels to stare at this ever-turning buffering wheel. To promote the fact that VOO telecom has Belgium’s fastest internet, we decided to hijack that symbol of rage and frustration: the actual buffering wheel. So, for the first time ever, whenever somebody is uploading or streaming video and a buffering wheel appears, the VOO message appears too: Load up to 2 times faster with VOO. To do so we wrote some code, set up a collaboration with Belgium’s biggest media partners and added our line of code to the code of their buffering wheel. By doing so we made sure that every time somebody was confronted with the problem, they were also confronted with the solution. Describe the strategy (20% of vote) Our target audience was very specific: any client of our biggest competitor, the market leader. The reason obviously being that we know that the internet speed of VOO is up to 2 times faster than the internet speed of their biggest competitor. But instead of flatly telling our target audience that VOO internet is way faster, we wanted to confront them with the solution while they were experiencing the problem. We could not specifically target non-clients, but to make sure that VOO clients were not confronted with the ‘faster internet’-message, we made sure that our message only appeared after 1.5 seconds of buffering. Reason being that via data we know that on average VOO clients never have to wait more than 1.5 seconds when buffering. So this way we were 95% sure that only non-VOO clients would be confronted with our message ‘Load up to 2 times faster with VOO.’ Describe the execution (20% of vote) End of October ’18 the ‘buffer rage’ campaign was live. Which means that we delivered the code to hack the buffering wheel to 4 of Belgium’s biggest news-outlets and streaming services. Via a partnership with those 4, our message ‘Load up to 2 times faster with VOO’ reached 70% of our target audience at the exact moment they were getting frustrated by the slow internet speed of our biggest competitor. This message was displayed over 2.5 million times in the first 5 days. To drive conversion all of them got also retargeted with a commercial offer. List the results (30% of vote) A new advertising medium created, a clear first. Over 2.5 million messages displayed in the first 5 days. Over 70% of main target audience reached at the exact moment they were being frustrated by the internet speed of VOO’s main competitor. To drive conversion all of them got retargeted. All this leading to an astonishing +20% in sales of VOO’s fast internet product compared to sales in the month before the ‘buffer rage’-stunt.
缓冲愤怒
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Buffer Rage
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