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视频邮票
案例简介：创意执行: 视频邮票是定制的 QR 码邮票，可以让你发送个性化的 15 秒视频信息，附在包裹上。 为了发送视频邮票，澳大利亚人下载了一个定制的澳大利亚邮政本地移动应用程序，然后用它来记录他们的视频。 为了观看他们的信息，收件人只需使用任何 QR 阅读程序扫描视频印章。然后，这将他们带到一个网络应用程序中，每个视频都被安全地存储。 每个视频都有内置的共享功能 -- 允许视频本身成为传播活动的另一种机制。 在圣诞节推出的 700万张视频邮票在澳大利亚各地发行。 国际媒体关注: · 17 个国家的故事; 在赢得的媒体中接触 2000万多人。 其他国家邮政部门已经就技术许可问题联系了澳大利亚邮政。 社交中的积极对话: 94% 社交媒体的正面报道。 由谷歌创新大师盖伊 · 川崎分享。 品牌与消费者的联系: 49 个国家的 320 多个城镇收到了视频邮票。 超过 45% 的观众不止一次观看他们的信息。 积极的品牌情绪从 54% 增长到 72%。 2013年11月到12月，快递邮包的销售增长了 6% (与 2012年相比)。 问题: 由于电子邮件的兴起，信件自 2008年以来一直在下降。尽管电子商务包裹销售不断增长，但国际竞争依然激烈。 目标: 1.鼓励澳大利亚人进店自取包裹，而不是在网上订购礼品。 2。让澳大利亚邮政品牌在数字时代保持相关性 -- 当它被认为是缓慢和传统的时候。 历史: 澳大利亚邮政已经联系人们 200 多年了。尽管我们联系的方式成倍增加，澳大利亚人仍然依靠邮政将他们的包裹交给亲人。 洞察: 亲自给某人礼物比远程发送要好。 策略: 让发送感觉像给予。 想法: 视频戳。 部分传统 (不起眼的邮票)，部分技术 (二维码) -- 这个世界第一次让澳大利亚人通过一个 15 秒的个性化视频信息 “发送他们自己” 给爱人，这个信息附在一个包裹上。
视频邮票
案例简介：Creative Execution: Video Stamps are custom QR code stamps that let you send personalised 15-second video messages, attached to parcels. To send a Video Stamp, Australians downloaded a custom Australia Post native mobile app, which they then used to record their video. To watch their message, recipients simply scanned the Video Stamp with any QR reading program. This then took them to a web app where each video was securely stored. Every video also had built-in sharing functionality - allowing the video itself to become another mechanism for spreading the campaign. Launched for Christmas, 7 million Video Stamps were distributed across Australia. International Media Attention: • Stories ran in 17 countries; • Reaching over 20 million people in earned media. • Australia Post has been contacted by other national postal services about licensing the technology. Positive Conversations in Social: 94% positive coverage on social media. Shared by Google’s innovation guru Guy Kawasaki. Brand Connections with Consumers: Video Stamps were received in over 320 cities and towns in 49 countries. Over 45% of viewers watched their messages more than once. Positive brand sentiment grew from 54% to 72%. Sales of Express Post satchels increased by 6% in November-December 2013 (compared to 2012). Problem: Due to the rise of email, letters have declining since 2008. And despite eCommerce growing parcel sales, international competition is fierce. Objectives: 1. Encourage Australians to head in-store and send their own parcels, instead of ordering gifts online. 2. Keep the Australia Post brand relevant in the digital age - when it’s perceived as slow and traditional. History: Australia Post has been connecting people for over 200 years. And although the ways we connect have multiplied, Australians still rely on the post to get their packages to loved-ones. Insight: It’s nicer to give someone a present in person than to send it remotely. Strategy: Make sending feel like giving. Idea: The Video Stamp. Part tradition (the humble stamp), part technology (QR Code) - this world first let Australians ‘send themselves’ to loved-ones via a 15-second personalised video message, attached to a parcel.
Video Stamp
案例简介：创意执行: 视频邮票是定制的 QR 码邮票，可以让你发送个性化的 15 秒视频信息，附在包裹上。 为了发送视频邮票，澳大利亚人下载了一个定制的澳大利亚邮政本地移动应用程序，然后用它来记录他们的视频。 为了观看他们的信息，收件人只需使用任何 QR 阅读程序扫描视频印章。然后，这将他们带到一个网络应用程序中，每个视频都被安全地存储。 每个视频都有内置的共享功能 -- 允许视频本身成为传播活动的另一种机制。 在圣诞节推出的 700万张视频邮票在澳大利亚各地发行。 国际媒体关注: · 17 个国家的故事; 在赢得的媒体中接触 2000万多人。 其他国家邮政部门已经就技术许可问题联系了澳大利亚邮政。 社交中的积极对话: 94% 社交媒体的正面报道。 由谷歌创新大师盖伊 · 川崎分享。 品牌与消费者的联系: 49 个国家的 320 多个城镇收到了视频邮票。 超过 45% 的观众不止一次观看他们的信息。 积极的品牌情绪从 54% 增长到 72%。 2013年11月到12月，快递邮包的销售增长了 6% (与 2012年相比)。 问题: 由于电子邮件的兴起，信件自 2008年以来一直在下降。尽管电子商务包裹销售不断增长，但国际竞争依然激烈。 目标: 1.鼓励澳大利亚人进店自取包裹，而不是在网上订购礼品。 2。让澳大利亚邮政品牌在数字时代保持相关性 -- 当它被认为是缓慢和传统的时候。 历史: 澳大利亚邮政已经联系人们 200 多年了。尽管我们联系的方式成倍增加，澳大利亚人仍然依靠邮政将他们的包裹交给亲人。 洞察: 亲自给某人礼物比远程发送要好。 策略: 让发送感觉像给予。 想法: 视频戳。 部分传统 (不起眼的邮票)，部分技术 (二维码) -- 这个世界第一次让澳大利亚人通过一个 15 秒的个性化视频信息 “发送他们自己” 给爱人，这个信息附在一个包裹上。
Video Stamp
案例简介：Creative Execution: Video Stamps are custom QR code stamps that let you send personalised 15-second video messages, attached to parcels. To send a Video Stamp, Australians downloaded a custom Australia Post native mobile app, which they then used to record their video. To watch their message, recipients simply scanned the Video Stamp with any QR reading program. This then took them to a web app where each video was securely stored. Every video also had built-in sharing functionality - allowing the video itself to become another mechanism for spreading the campaign. Launched for Christmas, 7 million Video Stamps were distributed across Australia. International Media Attention: • Stories ran in 17 countries; • Reaching over 20 million people in earned media. • Australia Post has been contacted by other national postal services about licensing the technology. Positive Conversations in Social: 94% positive coverage on social media. Shared by Google’s innovation guru Guy Kawasaki. Brand Connections with Consumers: Video Stamps were received in over 320 cities and towns in 49 countries. Over 45% of viewers watched their messages more than once. Positive brand sentiment grew from 54% to 72%. Sales of Express Post satchels increased by 6% in November-December 2013 (compared to 2012). Problem: Due to the rise of email, letters have declining since 2008. And despite eCommerce growing parcel sales, international competition is fierce. Objectives: 1. Encourage Australians to head in-store and send their own parcels, instead of ordering gifts online. 2. Keep the Australia Post brand relevant in the digital age - when it’s perceived as slow and traditional. History: Australia Post has been connecting people for over 200 years. And although the ways we connect have multiplied, Australians still rely on the post to get their packages to loved-ones. Insight: It’s nicer to give someone a present in person than to send it remotely. Strategy: Make sending feel like giving. Idea: The Video Stamp. Part tradition (the humble stamp), part technology (QR Code) - this world first let Australians ‘send themselves’ to loved-ones via a 15-second personalised video message, attached to a parcel.
视频邮票
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Video Stamp
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基本信息
- 广告战役： #Australia Post-网络-0b94#
- 广告品牌： Australia Post
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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