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
敏感房间
案例简介：为什么这项工作与媒体有关？ 背景是我们战略的重要组成部分。宜家feed是一个社交媒体空间，人们将其视为 “无暴力”，就像他们的家一样。我们决定利用这一点来展示网络欺凌如何针对我们，即使我们认为自己是安全的。为了做到这一点，我们以一种新的方式使用了最常见的社交媒体功能之一: 使用图形内容过滤器来 “揭示” 一种隐藏的暴力，而不是隐藏一种明显的暴力。通过这种方式，我们将旨在保护的功能转变为教育功能。 背景 在意大利，四分之一的青少年是网络欺凌的受害者，这是一种甚至在家庭内部发生的暴力形式，但它仍然被意大利的媒体和社会低估了。 宜家希望提高人们对网络欺凌的认识，因为这种暴力行为会通过他们的设备侵入青少年的房间。 描述创意/见解 (投票30%) 为了让宜家的观众更多地了解这种无形的暴力行为，我们入侵了宜家的社交媒体，将青少年的房间变成了 “敏感内容”。 描述策略 (投票20%) 在反对网络欺凌的国庆日，宜家希望提高人们对网络欺凌的认识。我们的策略是让人们意识到这个问题，表明家庭不再是一个安全的地方，因为网络欺凌是一种通过智能手机侵入青少年房间的欺凌行为。 描述执行情况 (投票20%) 我们利用了网络上最常见的行为之一: 点击Instagram帖子上的图形内容过滤器。我们通过将图形内容过滤器应用于青少年房间，入侵了宜家的社交媒体。通过点击过滤器，一个正常的房间被暴露出来，让人们暴露在里面看不见的暴力中。每个模糊的帖子都讲述了一个受害者的真实故事。同样的经历在店内被复制，让宜家的顾客接触到受害者的真实话语。我们鼓励青少年积极采取立场，使用特殊的Instagram贴纸将他们的房间变成特殊的媒体来传播我们的信息。 列出结果 (投票30%) 一天之内: + 12m印象 + 7.4米在线覆盖范围 在国庆日反对网络欺凌期间谈论最多的品牌 意大利过去两年关于网络欺凌的最高对话高峰 所有这一切与零付费媒体
敏感房间
案例简介：Why is this work relevant for Media? Context was an essential part of our strategy. The IKEA feed is a social media space that people perceive as “violence free”, just like their homes. We decided to leverage this to show how cyberbullying can target us even when we think we are safe. In order to do this, we used one of the most common social media features in a new way: using a Graphic Content Filter to “unveil” an hidden kind of violence instead of hiding an explicit one. By this way, we turned a feature designed to protect into a feature to educate. Background 1 out of 4 teenagers in Italy has been victim of cyberbullying, a form of violence that happens even inside homes, but it’s still under-rated by the media and society in Italy. Ikea wanted to generate awareness about Cyberbullying, because this kind of violence invades teenagers’ rooms through their devices. Describe the creative idea/insights (30% of vote) In order to make IKEA’s audience more aware about this invisible violence, we hacked IKEA's social media turning teenagers’ rooms into “Sensitive Contents”. Describe the strategy (20% of vote) For the National Day Against Cyberbullying, IKEA wanted to increase awareness about cyberbullying. Our strategy was to generate awareness about this problem showing the fact that home is not a safe place anymore, because cyberbullying is a kind of bullying that invades teenagers’ rooms through their smartphones. Describe the execution (20% of vote) We leveraged one of the most common behaviors on the web: tapping the Graphic Contents Filter on Instagram posts. We hacked IKEA’s social media by applying the Graphic Contents Filter to our teenagers’ rooms. By tapping the filter, a normal room was revealed, exposing people to the invisible violence inside. Each blurred post told a real story of a victim. The same experience was replicated in-store, exposing IKEA’s customers to a victim’s real words. We inspired teenagers to actively take a stand, using special Instagram stickers to turn their rooms into special media to spread our message. List the results (30% of vote) In just one day: +12M impressions +7.4M online reach Most talked about brand during National Day Against Cyberbullying The highest spike of conversation about cyberbullying for the last 2 years in Italy All this with ZERO PAID MEDIA
Sensitive rooms
案例简介：为什么这项工作与媒体有关？ 背景是我们战略的重要组成部分。宜家feed是一个社交媒体空间，人们将其视为 “无暴力”，就像他们的家一样。我们决定利用这一点来展示网络欺凌如何针对我们，即使我们认为自己是安全的。为了做到这一点，我们以一种新的方式使用了最常见的社交媒体功能之一: 使用图形内容过滤器来 “揭示” 一种隐藏的暴力，而不是隐藏一种明显的暴力。通过这种方式，我们将旨在保护的功能转变为教育功能。 背景 在意大利，四分之一的青少年是网络欺凌的受害者，这是一种甚至在家庭内部发生的暴力形式，但它仍然被意大利的媒体和社会低估了。 宜家希望提高人们对网络欺凌的认识，因为这种暴力行为会通过他们的设备侵入青少年的房间。 描述创意/见解 (投票30%) 为了让宜家的观众更多地了解这种无形的暴力行为，我们入侵了宜家的社交媒体，将青少年的房间变成了 “敏感内容”。 描述策略 (投票20%) 在反对网络欺凌的国庆日，宜家希望提高人们对网络欺凌的认识。我们的策略是让人们意识到这个问题，表明家庭不再是一个安全的地方，因为网络欺凌是一种通过智能手机侵入青少年房间的欺凌行为。 描述执行情况 (投票20%) 我们利用了网络上最常见的行为之一: 点击Instagram帖子上的图形内容过滤器。我们通过将图形内容过滤器应用于青少年房间，入侵了宜家的社交媒体。通过点击过滤器，一个正常的房间被暴露出来，让人们暴露在里面看不见的暴力中。每个模糊的帖子都讲述了一个受害者的真实故事。同样的经历在店内被复制，让宜家的顾客接触到受害者的真实话语。我们鼓励青少年积极采取立场，使用特殊的Instagram贴纸将他们的房间变成特殊的媒体来传播我们的信息。 列出结果 (投票30%) 一天之内: + 12m印象 + 7.4米在线覆盖范围 在国庆日反对网络欺凌期间谈论最多的品牌 意大利过去两年关于网络欺凌的最高对话高峰 所有这一切与零付费媒体
Sensitive rooms
案例简介：Why is this work relevant for Media? Context was an essential part of our strategy. The IKEA feed is a social media space that people perceive as “violence free”, just like their homes. We decided to leverage this to show how cyberbullying can target us even when we think we are safe. In order to do this, we used one of the most common social media features in a new way: using a Graphic Content Filter to “unveil” an hidden kind of violence instead of hiding an explicit one. By this way, we turned a feature designed to protect into a feature to educate. Background 1 out of 4 teenagers in Italy has been victim of cyberbullying, a form of violence that happens even inside homes, but it’s still under-rated by the media and society in Italy. Ikea wanted to generate awareness about Cyberbullying, because this kind of violence invades teenagers’ rooms through their devices. Describe the creative idea/insights (30% of vote) In order to make IKEA’s audience more aware about this invisible violence, we hacked IKEA's social media turning teenagers’ rooms into “Sensitive Contents”. Describe the strategy (20% of vote) For the National Day Against Cyberbullying, IKEA wanted to increase awareness about cyberbullying. Our strategy was to generate awareness about this problem showing the fact that home is not a safe place anymore, because cyberbullying is a kind of bullying that invades teenagers’ rooms through their smartphones. Describe the execution (20% of vote) We leveraged one of the most common behaviors on the web: tapping the Graphic Contents Filter on Instagram posts. We hacked IKEA’s social media by applying the Graphic Contents Filter to our teenagers’ rooms. By tapping the filter, a normal room was revealed, exposing people to the invisible violence inside. Each blurred post told a real story of a victim. The same experience was replicated in-store, exposing IKEA’s customers to a victim’s real words. We inspired teenagers to actively take a stand, using special Instagram stickers to turn their rooms into special media to spread our message. List the results (30% of vote) In just one day: +12M impressions +7.4M online reach Most talked about brand during National Day Against Cyberbullying The highest spike of conversation about cyberbullying for the last 2 years in Italy All this with ZERO PAID MEDIA
敏感房间
暂无简介
Sensitive rooms
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
