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Cocainenomics
案例简介：活动描述 我们想让麦德林的几个人活起来，他们创造了一个犯罪集团，把一个百万美元的产业变成了一个十亿美元的产业，就在缉毒局的眼皮底下，他们多年来甚至都不知道他们的存在。我们与屡获殊荣的金融记者，电影制片人，设计师和开发人员合作，建立了一种体验，可以提供有关可卡因贸易的关键信息，但可以使您保持参与和娱乐。 结果 在该计划在《华尔街日报》的主要网站上运行的四个星期中，Cocainenomics体验吸引了232,633多名独立访问者，是我们与Netflix和MEC Digital设定的目标的4.6倍。在Cocainenomics游戏中测试您的知识的512,278尝试，我们的两部纪录片的37% 完成率，372,062与毒品走私地图的互动以及105,616的社会推荐。对于Netflix来说，最重要的是，我们调查了《华尔街日报》的读者，发现89% 人 “在看到Cocainenomics后可能会订阅/续订”。Cocainenomics体验被广告时代授予 “最佳品牌内容合作伙伴2015年”。 执行 从向Netflix和MEC Digital的演讲和赢得业务，到发布的最后期限，我们知道我们有8周的时间来制作我们作为一个团队所做的最雄心勃勃的创意作品。双语在线体验将讲故事的方式汇集在一起，这些方式既可以独立，也可以相互合作，从而真实地了解麦德林卡特尔在整个统治期间对全球可卡因贸易的令人难以置信的控制。中心文章由我们在纽约和麦德林拍摄的短片纪录片支持，我们研究并创建了进入美国及其他地区的主要走私路线的信息图表，关于受贸易影响的地点的短文，道琼斯新闻通讯社 (Dow Jones news wire) 的最新麻醉品故事和一个测验，以测试您对该业务的了解。 概要 对于 “Cocainenomics”，我们需要使全球非法药物贸易与主要关注商业，金融和经济的受众相关。解决方案是通过商业视角讲述可卡因贸易的故事-指出麦德林卡特尔的运作方式与其他全球企业非常相似，尽管是通过营销和销售可卡因。信息图和游戏是吸引我们的观众的关键，他们被吸引到统计、物流、地图和图形来解释复杂的业务问题。 战略 Netflix希望与可以保证18-35岁男性寻求刺激的合作伙伴合作，他们开展的活动是将埃斯科巴生活中的有趣事实作为节目的钩子。当我们亲自向他们介绍我们的经验时，我们一夜之间改变了他们的策略。他们意识到，我们可以用一个智能网站打击所有年龄段的人，这个网站揭开了麦德林卡特尔的盖子，并以与你在《华尔街日报》上读到的任何其他大公司或组织相同的方式对其进行分析。通过从他们的业务中脱颖而出，我们可以从各个方面看待它，并揭示为什么创建它，它如何成功了这么长时间，以及最终使它失败的原因。
Cocainenomics
案例简介：Campaign Description We wanted to bring to life how a few men from Medellin created a criminal syndicate that turned a million dollar industry into a billion dollar industry, right under the noses of the DEA who for many years didn’t even know they existed. We worked with award-winning financial journalists, filmmakers, designers and developers to build out an experience that would deliver key information about the cocaine trade but in a way that kept you engaged and entertained. Outcome In the four weeks the program ran on the main WSJ site, the Cocainenomics experience had more than 232,633 unique visitors, 4.6 times the goal we had set with Netflix and MEC Digital. There were 512,278 attempts at testing your knowledge at the Cocainenomics game, a 37 percent completion rate on our two documentary films, 372,062 interactions with the drug smuggling map, and 105,616 social referrals. Most importantly for Netflix, we surveyed WSJ readers and found that 89 percent were “likely to subscribe/renew with Netflix after seeing Cocainenomics.” The Cocainenomics experience was awarded ‘Best Branded Content Partnership of 2015’ by Ad Age. Execution From the presentation to Netflix and MEC Digital and winning the business, to the deadline for launch, we knew we had 8 weeks to produce the most ambitious piece of creative work we have worked on as a team. The bilingual online experience brings together storytelling in ways that can all stand alone but work with each other to give a true perspective of the mind-boggling control that the Medellin Cartel had over the global cocaine trade throughout their reign. A central article is supported by short documentaries we shot on location in New York and Medellin, infographics that we researched and created ourselves of the main smuggling routes into America and beyond, short articles on locations blighted by the trade, the latest narcotics stories from the Dow Jones news wire and a quiz to test your knowledge of the business. Synopsis For “Cocainenomics,” we needed to make the global illicit drug trade relevant to our audience, who are focused primarily on business, finance, and economics. The solution was to tell the story of the cocaine trade through a business lens — noting how the Medellín Cartel operated much like other global businesses, albeit by marketing and selling cocaine. The infographic and game were key to engaging our audience, who are drawn to statistics, logistics, maps, and graphics to explain complex business issues. Strategy Netflix were looking to work with partners who could guarantee 18-35 year old male thrill seekers and the campaign they had developed was presenting interesting facts from Escobar’s life as a hook into the show. When we presented our experience to them in person, we changed their strategy overnight. They realized we could hit people of all age groups with an intelligent site that lifted the lid on the Medellin Cartel and analyzed it in the same way as any other large corporation or organization you would read about in The Wall Street Journal. By taking the sensationalism out of their business, we could look at it from all sides and uncover why it was created, how it succeeded for so long and what eventually brought it down.
Cocainenomics
案例简介：活动描述 我们想让麦德林的几个人活起来，他们创造了一个犯罪集团，把一个百万美元的产业变成了一个十亿美元的产业，就在缉毒局的眼皮底下，他们多年来甚至都不知道他们的存在。我们与屡获殊荣的金融记者，电影制片人，设计师和开发人员合作，建立了一种体验，可以提供有关可卡因贸易的关键信息，但可以使您保持参与和娱乐。 结果 在该计划在《华尔街日报》的主要网站上运行的四个星期中，Cocainenomics体验吸引了232,633多名独立访问者，是我们与Netflix和MEC Digital设定的目标的4.6倍。在Cocainenomics游戏中测试您的知识的512,278尝试，我们的两部纪录片的37% 完成率，372,062与毒品走私地图的互动以及105,616的社会推荐。对于Netflix来说，最重要的是，我们调查了《华尔街日报》的读者，发现89% 人 “在看到Cocainenomics后可能会订阅/续订”。Cocainenomics体验被广告时代授予 “最佳品牌内容合作伙伴2015年”。 执行 从向Netflix和MEC Digital的演讲和赢得业务，到发布的最后期限，我们知道我们有8周的时间来制作我们作为一个团队所做的最雄心勃勃的创意作品。双语在线体验将讲故事的方式汇集在一起，这些方式既可以独立，也可以相互合作，从而真实地了解麦德林卡特尔在整个统治期间对全球可卡因贸易的令人难以置信的控制。中心文章由我们在纽约和麦德林拍摄的短片纪录片支持，我们研究并创建了进入美国及其他地区的主要走私路线的信息图表，关于受贸易影响的地点的短文，道琼斯新闻通讯社 (Dow Jones news wire) 的最新麻醉品故事和一个测验，以测试您对该业务的了解。 概要 对于 “Cocainenomics”，我们需要使全球非法药物贸易与主要关注商业，金融和经济的受众相关。解决方案是通过商业视角讲述可卡因贸易的故事-指出麦德林卡特尔的运作方式与其他全球企业非常相似，尽管是通过营销和销售可卡因。信息图和游戏是吸引我们的观众的关键，他们被吸引到统计、物流、地图和图形来解释复杂的业务问题。 战略 Netflix希望与可以保证18-35岁男性寻求刺激的合作伙伴合作，他们开展的活动是将埃斯科巴生活中的有趣事实作为节目的钩子。当我们亲自向他们介绍我们的经验时，我们一夜之间改变了他们的策略。他们意识到，我们可以用一个智能网站打击所有年龄段的人，这个网站揭开了麦德林卡特尔的盖子，并以与你在《华尔街日报》上读到的任何其他大公司或组织相同的方式对其进行分析。通过从他们的业务中脱颖而出，我们可以从各个方面看待它，并揭示为什么创建它，它如何成功了这么长时间，以及最终使它失败的原因。
Cocainenomics
案例简介：Campaign Description We wanted to bring to life how a few men from Medellin created a criminal syndicate that turned a million dollar industry into a billion dollar industry, right under the noses of the DEA who for many years didn’t even know they existed. We worked with award-winning financial journalists, filmmakers, designers and developers to build out an experience that would deliver key information about the cocaine trade but in a way that kept you engaged and entertained. Outcome In the four weeks the program ran on the main WSJ site, the Cocainenomics experience had more than 232,633 unique visitors, 4.6 times the goal we had set with Netflix and MEC Digital. There were 512,278 attempts at testing your knowledge at the Cocainenomics game, a 37 percent completion rate on our two documentary films, 372,062 interactions with the drug smuggling map, and 105,616 social referrals. Most importantly for Netflix, we surveyed WSJ readers and found that 89 percent were “likely to subscribe/renew with Netflix after seeing Cocainenomics.” The Cocainenomics experience was awarded ‘Best Branded Content Partnership of 2015’ by Ad Age. Execution From the presentation to Netflix and MEC Digital and winning the business, to the deadline for launch, we knew we had 8 weeks to produce the most ambitious piece of creative work we have worked on as a team. The bilingual online experience brings together storytelling in ways that can all stand alone but work with each other to give a true perspective of the mind-boggling control that the Medellin Cartel had over the global cocaine trade throughout their reign. A central article is supported by short documentaries we shot on location in New York and Medellin, infographics that we researched and created ourselves of the main smuggling routes into America and beyond, short articles on locations blighted by the trade, the latest narcotics stories from the Dow Jones news wire and a quiz to test your knowledge of the business. Synopsis For “Cocainenomics,” we needed to make the global illicit drug trade relevant to our audience, who are focused primarily on business, finance, and economics. The solution was to tell the story of the cocaine trade through a business lens — noting how the Medellín Cartel operated much like other global businesses, albeit by marketing and selling cocaine. The infographic and game were key to engaging our audience, who are drawn to statistics, logistics, maps, and graphics to explain complex business issues. Strategy Netflix were looking to work with partners who could guarantee 18-35 year old male thrill seekers and the campaign they had developed was presenting interesting facts from Escobar’s life as a hook into the show. When we presented our experience to them in person, we changed their strategy overnight. They realized we could hit people of all age groups with an intelligent site that lifted the lid on the Medellin Cartel and analyzed it in the same way as any other large corporation or organization you would read about in The Wall Street Journal. By taking the sensationalism out of their business, we could look at it from all sides and uncover why it was created, how it succeeded for so long and what eventually brought it down.
Cocainenomics
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Cocainenomics
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