本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
未知数
案例简介：活动描述 25 年前，佳能反叛者给了每个人专业摄影的力量，并打破了墙壁。对于它的周年纪念，我们又做了一次，这次是在艺术界，用 “未知数”。“未知的艺术家几乎不可能闯入艺术界。我们开始改变这一点。首先，我们要求他们通过社交媒体提交他们的作品。艺术瞬间涌入。然后，一天晚上，我们接管了整个纽约市的博物馆，将他们的作品投射到博物馆的正面，给不知名的艺术家他们应得的认可。公关爆炸获得了 10亿的媒体印象。艺术界引起了注意。著名的艺术/拍卖行苏富比向这些不知名的艺术家敞开了大门。所有收益都捐给了他们。该倡议完全是在叛军 T6i 上获得的。最终证明了它的能力，并在 25 年后仍然存在。 战略 吸引新一代的形象接受者对佳能核心业务的未来至关重要。然而尼尔森的一项研究表明，该品牌在千禧一代和 Z 一代的受众中缺乏相关性。与这些目标建立品牌联系意味着佳能不仅仅代表高质量的产品。现在是振兴佳能 Rebel 品牌并纪念其作为原创创意破坏者 25 周年的时候了。在确定了新一代图像接受者中最多产和最有抱负的人后，我们制定了与他们联系的原则: -提供参与的机会-使用影响者来增加可信度-产生真实世界的影响-提供创造性,根据个人平台定制的可共享内容 -- 最大化赢得的媒体报道 CTA 很简单: 发布你的艺术品，并添加 # the unknown，以便有机会发布。同样的标签被用来鼓励活动网站和在线的观众分享活动内容。 相关性 为了帮助伟大的未知艺术家获得他们应得的认可，佳能要求他们通过社交媒体发送他们的作品。短短几天内，佳能收到了数千份意见书。佳能随后劫持了纽约各地的博物馆，将这些艺术作品投射到它们的立面上 -- 利用它们作为意想不到的、比生命画廊还大的墙壁，并允许成千上万的人免费参观艺术作品。地理定位的社交媒体帖子帮助推动了每个投影位置的步行交通，佳能街团队分发了关于艺术家及其作品的信息卡片。路人使用标签 # the unknown # canonrebel 放大了预测。 执行 2016年1月底，社交媒体上发出了一个有趣的行动呼吁，要求艺术家发布他们的作品，并添加 # the unknown，以便有机会成为大事的一部分。几天之内，成千上万的意见书涌入。2月1日，佳能挑选了这些提交的最好的作品，并劫持了纽约市 (曼哈顿、布鲁克林、布朗克斯) 的博物馆，为所有人展示这些作品。社交媒体将步行交通吸引到每个地点，街道团队促使观众捕捉和分享预测，让人们在线实时跟踪我们的 rebel gallery 体验。世界注意到了。那周晚些时候，苏富比向我们不知名的艺术家敞开大门，开始拍卖他们的作品。这部英雄电影，都是在佳能 EOS Rebel T6i 上拍摄的，通过社交、预卷、静态和富媒体横幅发布，获得了超过 10亿人的印象。 概要 情境: 智能手机从根本上改变了图像文化，将它从孤立的个人反思时刻转变为对我们生活和价值观的持续表达。在这种环境下，独立相机的销量暴跌，佳能品牌失去了相关性。简介: 创建一个活动，让佳能与渴望具有现实世界影响的创造性故事讲述的新一代图像接受者有关联。目标: 推动品牌联系，定义为同意 “佳能是当今生活方式的一部分” 和 “佳能很酷” 的说法。" 结果 在社交媒体上为未知艺术家发出的行动呼吁在短短几天内就获得了 2,000 多份意见书。投影激活和最后的电影已经获得了超过 10亿的印象。竞选标签 # The unknown 和 # CanonRebel 收到了 3,000 多个帖子，99% 的情绪是积极的。
未知数
案例简介：Campaign Description 25 years ago, the Canon Rebel gave the power of pro photography to everyone and broke down walls. For its anniversary, we did it again, this time in the art world, with “The Unknowns.”It’s almost impossible for unknown artists to break into the art world. We set out to change that. First, we asked them to submit their work via social media. Art instantly flooded in. Then, one night, we took over museums throughout New York City, projecting their work onto museum facades, giving unknown artists the recognition they deserve. PR exploded garnering 1-billion earned media impressions. The art world took notice. Sotheby’s, the renowned art/auction house, opened its doors to these unknown artists. All proceeds went to them.The initiative was captured entirely on the Rebel T6i. Ultimately demonstrating what it’s capable of and still stands for 25 years later. Strategy Attracting a new generation of image-takers is essential to the future of Canon's core business. Yet a Nielsen study showed the brand lacked relevance among Millenial and Gen Z audiences.Establishing brand connection with these targets meant making Canon stand for something more than quality products. The time was right to revitalize the Canon Rebel brand and commemorate its 25th anniversary as the original creative disrupter.After identifying the most prolific and aspirational among the new breed of image-taker, we set out principles for connecting with them:- Provide the opportunity for participation- Use influencers to add credibility- Make real world impact- Deliver creative, sharable content tailored to individual platforms- Maximize earned media coverageThe CTA was simple: post your artwork and add #theunknowns for the chance to feature. The same hashtag was used to encourage viewers at event sites and online to share campaign content. Relevancy To help great unknown artists get the recognition they deserve, Canon asked them to send their work via social media. In just a few days, Canon received thousands of submissions. Canon then hijacked museums across NYC to project these works of art onto their facades- utilizing them as unexpected, larger than life gallery walls, and granting thousands of people access to the art- for free. Geo-targeted social media posts helped drive foot traffic to each projection location, and Canon street teams distributed cards with information about the artists and their work. Passerbyers amplified the projections using the hashtags #theunknowns #canonrebel. Execution In late January 2016, an intriguing call-to-action went out on social media, asking artists to post their work and add #theunknowns for a chance to be part of something big. In a matter of days, thousands of submissions poured in. On February 1st, Canon selected the best of these submissions and hijacked museums across New York City (Manhattan, Brooklyn, Bronx) to project the pieces for all to see. Social media drove foot traffic to each location and street teams prompted spectators to capture and share the projections, allowing people online to follow our rebel gallery experience in real time. The world took notice. Later that week, Sotheby's opened its doors to our unknown artists, kicking off an auction of their work.The hero film, all captured on the Canon EOS Rebel T6i, was distributed via social, pre-roll, static and rich media banners, garnering more than 1 billion earned impressions. Synopsis Situation: Smartphones fundamentally changed imaging culture, moving it from isolated moments of personal reflection to an ongoing expression of our lives and values. Within this environment, sales of standalone cameras plummeted and the Canon brand lost relevance. Brief: Create a campaign that gives Canon relevance with the new generation of image takers who crave creative storytelling with real-world impact. Objectives: Drive brand connection, defined as agreement with the statements "Canon is part of today's lifestyle" and "Canon is cool to own." Outcome The Call-to-Action on social media for unknown artists garnered more than 2,000 submissions in just a few days. The projection activation and the final films have garnered more than 1 billion earned impressions. The campaign hashtags #theunknowns and #CanonRebel received over 3,000 posts and 99% of the sentiments were positive.
Unknowns
案例简介：活动描述 25 年前，佳能反叛者给了每个人专业摄影的力量，并打破了墙壁。对于它的周年纪念，我们又做了一次，这次是在艺术界，用 “未知数”。“未知的艺术家几乎不可能闯入艺术界。我们开始改变这一点。首先，我们要求他们通过社交媒体提交他们的作品。艺术瞬间涌入。然后，一天晚上，我们接管了整个纽约市的博物馆，将他们的作品投射到博物馆的正面，给不知名的艺术家他们应得的认可。公关爆炸获得了 10亿的媒体印象。艺术界引起了注意。著名的艺术/拍卖行苏富比向这些不知名的艺术家敞开了大门。所有收益都捐给了他们。该倡议完全是在叛军 T6i 上获得的。最终证明了它的能力，并在 25 年后仍然存在。 战略 吸引新一代的形象接受者对佳能核心业务的未来至关重要。然而尼尔森的一项研究表明，该品牌在千禧一代和 Z 一代的受众中缺乏相关性。与这些目标建立品牌联系意味着佳能不仅仅代表高质量的产品。现在是振兴佳能 Rebel 品牌并纪念其作为原创创意破坏者 25 周年的时候了。在确定了新一代图像接受者中最多产和最有抱负的人后，我们制定了与他们联系的原则: -提供参与的机会-使用影响者来增加可信度-产生真实世界的影响-提供创造性,根据个人平台定制的可共享内容 -- 最大化赢得的媒体报道 CTA 很简单: 发布你的艺术品，并添加 # the unknown，以便有机会发布。同样的标签被用来鼓励活动网站和在线的观众分享活动内容。 相关性 为了帮助伟大的未知艺术家获得他们应得的认可，佳能要求他们通过社交媒体发送他们的作品。短短几天内，佳能收到了数千份意见书。佳能随后劫持了纽约各地的博物馆，将这些艺术作品投射到它们的立面上 -- 利用它们作为意想不到的、比生命画廊还大的墙壁，并允许成千上万的人免费参观艺术作品。地理定位的社交媒体帖子帮助推动了每个投影位置的步行交通，佳能街团队分发了关于艺术家及其作品的信息卡片。路人使用标签 # the unknown # canonrebel 放大了预测。 执行 2016年1月底，社交媒体上发出了一个有趣的行动呼吁，要求艺术家发布他们的作品，并添加 # the unknown，以便有机会成为大事的一部分。几天之内，成千上万的意见书涌入。2月1日，佳能挑选了这些提交的最好的作品，并劫持了纽约市 (曼哈顿、布鲁克林、布朗克斯) 的博物馆，为所有人展示这些作品。社交媒体将步行交通吸引到每个地点，街道团队促使观众捕捉和分享预测，让人们在线实时跟踪我们的 rebel gallery 体验。世界注意到了。那周晚些时候，苏富比向我们不知名的艺术家敞开大门，开始拍卖他们的作品。这部英雄电影，都是在佳能 EOS Rebel T6i 上拍摄的，通过社交、预卷、静态和富媒体横幅发布，获得了超过 10亿人的印象。 概要 情境: 智能手机从根本上改变了图像文化，将它从孤立的个人反思时刻转变为对我们生活和价值观的持续表达。在这种环境下，独立相机的销量暴跌，佳能品牌失去了相关性。简介: 创建一个活动，让佳能与渴望具有现实世界影响的创造性故事讲述的新一代图像接受者有关联。目标: 推动品牌联系，定义为同意 “佳能是当今生活方式的一部分” 和 “佳能很酷” 的说法。" 结果 在社交媒体上为未知艺术家发出的行动呼吁在短短几天内就获得了 2,000 多份意见书。投影激活和最后的电影已经获得了超过 10亿的印象。竞选标签 # The unknown 和 # CanonRebel 收到了 3,000 多个帖子，99% 的情绪是积极的。
Unknowns
案例简介：Campaign Description 25 years ago, the Canon Rebel gave the power of pro photography to everyone and broke down walls. For its anniversary, we did it again, this time in the art world, with “The Unknowns.”It’s almost impossible for unknown artists to break into the art world. We set out to change that. First, we asked them to submit their work via social media. Art instantly flooded in. Then, one night, we took over museums throughout New York City, projecting their work onto museum facades, giving unknown artists the recognition they deserve. PR exploded garnering 1-billion earned media impressions. The art world took notice. Sotheby’s, the renowned art/auction house, opened its doors to these unknown artists. All proceeds went to them.The initiative was captured entirely on the Rebel T6i. Ultimately demonstrating what it’s capable of and still stands for 25 years later. Strategy Attracting a new generation of image-takers is essential to the future of Canon's core business. Yet a Nielsen study showed the brand lacked relevance among Millenial and Gen Z audiences.Establishing brand connection with these targets meant making Canon stand for something more than quality products. The time was right to revitalize the Canon Rebel brand and commemorate its 25th anniversary as the original creative disrupter.After identifying the most prolific and aspirational among the new breed of image-taker, we set out principles for connecting with them:- Provide the opportunity for participation- Use influencers to add credibility- Make real world impact- Deliver creative, sharable content tailored to individual platforms- Maximize earned media coverageThe CTA was simple: post your artwork and add #theunknowns for the chance to feature. The same hashtag was used to encourage viewers at event sites and online to share campaign content. Relevancy To help great unknown artists get the recognition they deserve, Canon asked them to send their work via social media. In just a few days, Canon received thousands of submissions. Canon then hijacked museums across NYC to project these works of art onto their facades- utilizing them as unexpected, larger than life gallery walls, and granting thousands of people access to the art- for free. Geo-targeted social media posts helped drive foot traffic to each projection location, and Canon street teams distributed cards with information about the artists and their work. Passerbyers amplified the projections using the hashtags #theunknowns #canonrebel. Execution In late January 2016, an intriguing call-to-action went out on social media, asking artists to post their work and add #theunknowns for a chance to be part of something big. In a matter of days, thousands of submissions poured in. On February 1st, Canon selected the best of these submissions and hijacked museums across New York City (Manhattan, Brooklyn, Bronx) to project the pieces for all to see. Social media drove foot traffic to each location and street teams prompted spectators to capture and share the projections, allowing people online to follow our rebel gallery experience in real time. The world took notice. Later that week, Sotheby's opened its doors to our unknown artists, kicking off an auction of their work.The hero film, all captured on the Canon EOS Rebel T6i, was distributed via social, pre-roll, static and rich media banners, garnering more than 1 billion earned impressions. Synopsis Situation: Smartphones fundamentally changed imaging culture, moving it from isolated moments of personal reflection to an ongoing expression of our lives and values. Within this environment, sales of standalone cameras plummeted and the Canon brand lost relevance. Brief: Create a campaign that gives Canon relevance with the new generation of image takers who crave creative storytelling with real-world impact. Objectives: Drive brand connection, defined as agreement with the statements "Canon is part of today's lifestyle" and "Canon is cool to own." Outcome The Call-to-Action on social media for unknown artists garnered more than 2,000 submissions in just a few days. The projection activation and the final films have garnered more than 1 billion earned impressions. The campaign hashtags #theunknowns and #CanonRebel received over 3,000 posts and 99% of the sentiments were positive.
未知数
暂无简介
Unknowns
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
