Footballpen|短视频|广告营销案例【ADGuider广告指南】

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足球圆珠笔

案例简介：概要在 2018 夏季，德国人民面临着压倒性的挑战，要活出他们生活中的两大激情: 光荣的足球和艰苦的工作。因为随着 2018 届国际足联世界杯在俄罗斯时区举行，比赛时间将与德国的工作时间发生巨大冲突。现在德国人有两种选择: 去工作，错过所有伟大的足球时刻，或者跳过工作，错过所有重要的会议。这两个选项都不是真正令人满意的。简报是想出一个解决方案，让德国人民有机会将他们的两种激情结合在一起。战略这个想法背后的策略是基于劳动人民的自然行为。我们必须想出一个解决方案，让他们有机会享受世界杯，同时确保他们至少看起来像努力工作的人。由于笔和手机是工作环境中的天然物品，因此与目标受众高度相关，我们决定围绕这些设备创建想法。这种方法是让整个连接尽可能简单，让目标受众有机会以方便的方式使用笔。结果一旦这支笔出现在社交媒体上，它就引起了粉丝群体和社交媒体群体中参与度的大幅提高。执行这个想法是 radio.net 2018 世界杯倡议的一部分，目的是提高他们图书馆里许多体育直播广播公司的认识。在社交媒体行动中，向参与者发放了 10 支钢笔，以推广 radio.net 应用程序。该应用程序已经在应用程序商店中提供，并在全球拥有 30.000 多家广播电台，是市场上最大的在线广播中心之一。活动描述创造性的想法是基于洞察力的，当人们集中注意力时，咀嚼是一种自然的行为。我们把这一观点与骨传导技术结合起来。其结果是一个普通圆珠笔内的卧底无线电设备，可以通过蓝牙连接到手机上，并允许人们在没有任何人注意到的情况下享受现场无线电广播。这样，人们可以坐在会议上，同时收听 radio.net 上众多直播体育广播公司之一。

足球圆珠笔

案例简介：Synopsis In summer 2018, the German people face an overwhelming thread to living out their two major passions in life: glorious football and hard work. Because with the 2018 FIFA World Cup taking place in Russian time zones, play times will massively clash with German working hours. Now the German people have two options: Go to work and miss all the great football moments or skip work and miss all the important meetings. Neither option is really satisfying. The brief was to come up with a solution that gives the German people an opportunity to bring their two passions together. Strategy The strategy behind this idea is based on the natural behaviour of working people. We had to come up with a solution that offers them a chance to enjoy the world cup and at the same time make sure that they, at least look like hard working people. Since a pen and a mobile phone are natural items in the work place environment, and therefore are highly relevant to the target audience, we decided to create the idea around these too devices. The approach was to make the whole connection as simple as possible to give the target audience the chance to use the pen in a convenient way. Outcome Once the pen was featured on social media, it caused a massive raise in engagement within the fan base and social media community. Execution The idea is part of the world cup 2018 initiative by radio.net to raise awareness for the many live sport broadcasters in their library. 10 pens were given out to participants in a social media action to promote the radio.net app. The app is already available in the app store and is with over 30.000 radio stations worldwide one of the biggest online radio hubs on the market. CampaignDescription The creative idea is based on the insight, that it’s a natural behaviour to chew on the end of a pen when people are focussed. We took this insight and combined it with the technology of bone conduction. The result is an undercover radio device inside a regular ballpen that can be connected to mobile phones via bluetooth and allows people to enjoy a live radio broadcast without anybody else noticing. That way, people can sit in meetings and at the same time listen to one of the many live sports broadcasters on radio.net.