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亚马逊Fire TV
案例简介：为什么这项工作与媒体有关？ 对于我们针对亚马逊的FireTV广告系列，媒体背景和合作伙伴内容就是一切。 虽然很多人都知道FireTV是如何工作的，但大多数人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，并让人们说 “我希望我的电视能做到这一点”。 我们与两个主要的媒体合作伙伴合作，建立了一个反向产品植入活动-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，它拥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 (投票30%) 几十年来，电视一直是英国前厅的焦点。这就是我们所有的家具所指向的，它形成了推动全国对话的社会货币。在过去的十年中，第二次放映将这种社交货币扩大到了我们直接的朋友圈之外，而像Gogglebox这样的节目有效地为生活创造了一面镜子。 对于广告商来说，机会是显而易见的，虽然很少有人能与电视的社交货币竞争，但少数能与之竞争的人可以成为英国文化结构的一部分。因此，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，我们如何才能证明Fire TV是不同的，并开始一场关于Fire TV的对话，这种对话延伸到了前厅之外。 这是一个艰巨的挑战。 描述策略 (投票20%) 让Alexa加入亚马逊的Fire TV的最大好处之一就是可以问她在看电视时弹出的问题。我们都有过这样的时刻: 我们一直在看电视，看到我们想立即订购的产品，或者想起我们昨天应该预订的东西… Alexa让这变得容易，你所要做的就是问! 因此，我们的解决方案是展示Alexa和Fire TV的力量，利用英国电视中的关键时刻将其变为现实，并让国家坐下来说 “我希望我的电视能做到这一点!” 描述执行情况 (投票20%) 我们与ITV和Channel 4合作，从美国一些最受欢迎的节目中获得内容许可，并重新制作通过Fire TV播放的节目片段。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，并向Alexa提出了一个问题。然后，我们将此内容部署到节目旁边，并将节目中的内容与相应的Fire TV广告进行匹配。 impact完美地展示了Fire TV的功能。向《女仆故事》，《第一次约会》和《忍者战士》的观众展示了Fire TV可以为他们的观看体验带来的改变 (以及使生活变得更加轻松)。 列出结果 (投票30%) 我们运行了129个上下文电视广告，其效果是对创新的看法增加了18% 个百分点，对易用性的看法增加了10% 个百分点，最重要的是，人们对消防电视的新东西学习增加了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？竞选活动比同期开展的类似竞选活动效率更高。该客户表示: “该活动展示了如何通过与上下文相关的创意产品演示来娱乐消费者，从而带来积极的业务成果。
亚马逊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”.
Amazon Fire TV
案例简介：为什么这项工作与媒体有关？ 对于我们针对亚马逊的FireTV广告系列，媒体背景和合作伙伴内容就是一切。 虽然很多人都知道FireTV是如何工作的，但大多数人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，并让人们说 “我希望我的电视能做到这一点”。 我们与两个主要的媒体合作伙伴合作，建立了一个反向产品植入活动-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，它拥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 (投票30%) 几十年来，电视一直是英国前厅的焦点。这就是我们所有的家具所指向的，它形成了推动全国对话的社会货币。在过去的十年中，第二次放映将这种社交货币扩大到了我们直接的朋友圈之外，而像Gogglebox这样的节目有效地为生活创造了一面镜子。 对于广告商来说，机会是显而易见的，虽然很少有人能与电视的社交货币竞争，但少数能与之竞争的人可以成为英国文化结构的一部分。因此，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，我们如何才能证明Fire TV是不同的，并开始一场关于Fire TV的对话，这种对话延伸到了前厅之外。 这是一个艰巨的挑战。 描述策略 (投票20%) 让Alexa加入亚马逊的Fire TV的最大好处之一就是可以问她在看电视时弹出的问题。我们都有过这样的时刻: 我们一直在看电视，看到我们想立即订购的产品，或者想起我们昨天应该预订的东西… Alexa让这变得容易，你所要做的就是问! 因此，我们的解决方案是展示Alexa和Fire TV的力量，利用英国电视中的关键时刻将其变为现实，并让国家坐下来说 “我希望我的电视能做到这一点!” 描述执行情况 (投票20%) 我们与ITV和Channel 4合作，从美国一些最受欢迎的节目中获得内容许可，并重新制作通过Fire TV播放的节目片段。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，并向Alexa提出了一个问题。然后，我们将此内容部署到节目旁边，并将节目中的内容与相应的Fire TV广告进行匹配。 impact完美地展示了Fire TV的功能。向《女仆故事》，《第一次约会》和《忍者战士》的观众展示了Fire TV可以为他们的观看体验带来的改变 (以及使生活变得更加轻松)。 列出结果 (投票30%) 我们运行了129个上下文电视广告，其效果是对创新的看法增加了18% 个百分点，对易用性的看法增加了10% 个百分点，最重要的是，人们对消防电视的新东西学习增加了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？竞选活动比同期开展的类似竞选活动效率更高。该客户表示: “该活动展示了如何通过与上下文相关的创意产品演示来娱乐消费者，从而带来积极的业务成果。
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Fire TV
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Amazon Fire TV
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