2016坎城數位廣告獎教我的事 cyber lions case study
TRANSCRIPT
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2016國際廣告獎教我的數位趨勢
Tony
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人工智慧成為
品牌創新的媒材
智慧語音家電興起,網路女皇Mary Meeker
看好Amazon Echo 發展
第一話
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學習18個月分析346幅畫林布蘭再世
ING是荷蘭國際集團,很早就開始藉由荷蘭藝術家-
林布蘭的畫作,操作一系列的品牌活動。比如:
2013.04 林布蘭世界名著「夜巡」,真實上演
2015年ING延續這樣的結合,透過新科技的結合,
創造與林布蘭更深一步的品牌連結。推出一張林布蘭
的「新作」,但並非由林布蘭繪畫,而是由人工智慧
所演算產生。
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the Next Rembrandt
https://www.youtube.com/watch?v=IZgIoPG9V0c
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•
•
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•
•
•
•
Targeting
Audience
Intelligence
(DATA)
Optimize
Buying Ads
Automation
(TECH)
Disruption
Brand + Social
Experiences + Emotions
(CREATIVE)
•
•
資料來源:坎城國際創意節
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資料來源:坎城國際創意節
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"TWIN SOULS"
https://www.youtube.com/watch?v=J4sio49wrgw
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桌面時代已不在風口上
‐ 全球行動數據流量在2014年成長69%,2013年成長81%,
2012年成長70%。
‐ 2013.Groupon北美交易量45%來自行動端,2年前不到15%
‐ 2014.全球已經有 25% 的 PV來自行動裝置,亞洲已佔37%
Mary Meeker 趨勢報告揭露
2012.05 印度5月份行動網路用量首次超越桌面端
第二話
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VS.
兩者有何不同?
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數位廣告在電腦上的版位創意運用,近年來在國際廣告獎上的創意表現,已經有趨緩的趨勢。
手機版的廣告版位又受限於環境,少有突出的創意展現。這幾年較多的是應用版位原有的創意,或是創造另一種聯播網或縮址的型式,去產生創意上的應用。
而Geico則連續兩年把Pre-roll ads的創意應用發展的極致。
小編補充
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什麼是Pre-roll ads?In-Stream式的廣告概念是從電視移植而來,主要是在線上影音內容播放時,插播一段廣告影片,也稱為線性影音廣告(linear video ads)。
pre-roll mid-roll post-rol
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Geico:"UNSKIPPABLES-2"
https://www.youtube.com/watch?v=4fVLpyA50DY
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討厭pre-roll AD
的第二種解法
這是Unskippable Ad的續集
美國汽車保險公司Geico利用這5秒
將廣告訊息說完,人物都靜止,
然後再增加新元素製造趣味演出。
2016年他們再度出招
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FAST FORWARD,GEICO
https://www.youtube.com/watch?v=14ANcjrBHeQ
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看 不 懂 ?因為它快轉了!
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Forest (Extended): Fast Forward GEICO
https://www.youtube.com/watch?v=14ANcjrBHeQ
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桌面端的廣告創意型式趨於成熟,這是今年透過結合AdBlock功能,將功能與廣告需傳達概念做整合的數位應用。
擋住網路廣告時也想想不該被擋住的言論
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AMNESTY INTERNATIONAL UNBLOCKER
https://www.youtube.com/watch?v=BJNC_jFtz1E
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讓廣告對你有用對我們生活帶來革命性影響的便利貼,這次把擾人的Banner 廣告變成實用的數位便利貼!
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Post-it:"THE BANNER THAT MAKES YOU LIKE BANNERS"
https://www.youtube.com/watch?v=1z2o2siRqsk
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網路影音仍是
未來王道
‐ 全球行動影音流量在2014年占行動流量的55%,
2013年占52%,2012年占50%。
‐ 2015年報告顯示, 44%每天都拍照/拍影片,76%會
把這些照片影片放到社交網絡上。
影像時代來臨
第三話
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LOOK WHO'S DRIVING
?
IMAGINE THE
POSSIBILITIES
?
MANBOOBS
?
High School
Girl?
?
誰是今年Social Video金牌得主?
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LOOK WHO'S DRIVING
https://www.youtube.com/watch?v=7kx67NnuSd0
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IMAGINE THE POSSIBILITIES
https://www.youtube.com/watch?v=l1vnsqbnAkk
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https://www.youtube.com/watch?v=fz4c9zrVZZk
MACMA: Man boobs for boobs
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High School Girl?
https://www.youtube.com/watch?v=5n3Db6pMQ-8
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LOOK WHO'S DRIVING
?
IMAGINE THE
POSSIBILITIES
MANBOOBS High School
Girl?
誰是今年Social Video金牌得主?
? ? ?銅 銀 金 -
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LOOK WHO'S DRIVING
IMAGINE THE
POSSIBILITIES
MANBOOBS High School
Girl?
誰是今年Viral Firm金牌得主?
銅 銀 金 -金 - - 金
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The online context and audience engagement strategy will specifically
be considered by the jury.
Online videos specifically created for online social platforms that are
intended for widespread sharing.
評審團將特別考慮在線背景和受眾群體參與策略。
專為在線社交平台創建的旨在廣泛分享的在線視頻。
Films created with the primary intention
of being shared and/or user-distributed
online.
創建的主要意圖是在線共享和/或用戶分佈的影片。
VS.
Social Video Viral FirmCyber>Online Video>Social Video Firm>Viral Firm
資料來源:坎城國際創意節
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Social Video Viral Firm
LOOK WHO'S DRIVING
金
High School
Girl?
金
LOOK WHO'S DRIVING
銅
IMAGINE THE
POSSIBILITIES
銀
MANBOOBS
金
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跳脫傳統VR開始成為解決方向
VR元年起跑,預計未來五年每年的成長率將達99%,
具有300億美元的市場規模潛力
第四話
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紐約時報提供沈浸式的新聞體驗,帶你重回新聞現場
新聞藉由科技,不再只是紙上談兵
紐約時報積極透過Google Cardboard的應用提供給讀者沈浸式的體驗,也創造出不一樣的媒體觀點。
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參觀者將進入達利1935 年的畫作《Archeological Reminiscence of Millet`s Angelus》(對米勒《晚禱》的考古學回憶)改編的景象當中。
直接沈浸在畫作中
直接置身在Dali畫中Dream of Dali
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Dreams of Dalí
https://www.youtube.com/watch?v=I-Fb1lPL5WA
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VR影片提供的是沈浸式的體驗,在腳本思考上與一般影片並不相同,同時受限於硬體並不普及,若要透過口碑做擴散,應該要提供更充足一定要用到VR的理由。
千萬不要為了VR而VR!千萬不要為了VR而VR!千萬不要為了VR而VR!
追加體驗:• 360度厲陰宅• 林俊傑彈唱MV
小編補充
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網站製作不只PC可互動,手機上要更多元
第五話
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各位記得今年最夯的網站嗎?
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手繪的梗,五年後再用
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https://thecuttingedge.bobdylan.com/
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想玩手感的變化用心也可以很特別
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http://www.printedbysomerset.com/
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不只PC可互動Mobile更多元
除了聽音樂,你還可以「玩」音樂!獨立音樂唱片公司 Because Music 為慶祝成立 10 周年的行銷戰役「Because Recollection」
http://www.because-recollection.com/
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Lightsaber Escape: A Chrome Experiment
https://www.youtube.com/watch?v=0rENjP1fiNo
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行動時代,Location Solution當道
第六話
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什麼是LBS?(Location Based Service)
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Pigeon Air Patrol
讓鴿子幫忙,監控空氣品質
SAUSAGE NONNA
世界上最好的香腸遞送服務
01
02
https://www.youtube.com/watch?v=3nNV-rZ8W-8
https://www.youtube.com/watch?v=WIOwFTr-6hA
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#COMEONIN
用Hastag來鎖定目標對象
THE TRAFFIC GAAYE
裝在牛身上,改善交通狀況
03
04
https://www.youtube.com/watch?v=4pPSpPsnhs0
https://www.youtube.com/watch?v=Z09EiQIpw04
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Hastag的應用
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跳出框框現實和虛擬已無界限
第八話
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數位就是實體的內容平台Van Gogh Bnb
數位內也可以建立內容VERIZON IN MINECRAFT
https://www.youtube.com/watch?v=oyJQNuAppE8
https://www.youtube.com/watch?v=TFVkoNWwrB4
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HCD RINK BINGO整個空間可以是你的遊戲場
https://www.youtube.com/watch?v=ZNSHKSnQawo
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THE FIELD TRIP TO MARS,整個城市也可以是大的VR
https://www.youtube.com/watch?v=a_bSOwFWu-Ahttps://www.youtube.com/watch?v=a_bSOwFWu-A
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數位上越真實就越能打動人心
第十話
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Justino:不只是影片,他真實存在於你的世界
https://www.youtube.com/watch?v=QrG4xikTsPw
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The Swedish Number 越直接越透明,越能提供真實的感動
https://www.youtube.com/watch?v=mtb3f_NAmK0
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讓用戶貢獻參與內容
才能在數位時代創造社群共鳴
第十話
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THE SUPER BOWL DUNK:運用品牌情境中和消費者最貼進的行為
https://www.youtube.com/watch?v=zim7JCQvtpo
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MTV VMA GREENSCREENS:引發網友創造慾
https://www.youtube.com/watch?v=Lj6TGE8FWKM
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PINK RIBBO 甚至有辦法讓用戶幫妳挑戰權威
https://www.youtube.com/watch?v=S09zIjm_2-Q
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跨界整合數位或傳統為你所用將會改變世界
第十一話
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REI#Optoutside:黑色星期五新浪潮!關店出遊享受戶外
https://www.youtube.com/watch?v=lMsxrJeJ8lU
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Brewtroleum:使用產品就能拯救世界,有比這更好的理由嗎?
https://www.youtube.com/watch?v=ToMAy72E0S4
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不曉得可以怎麼做?讓Google教你吧
第十三話
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Choose Your Side,選Google這邊就可以了
https://www.youtube.com/watch?v=7Onst9FIRNU
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總結一下
• 別懷疑,人工智慧開始取代人腦• 桌上型電腦已經不是數位主流• 網路影音仍是未來王道 Social Video vs. Viral Firm• 影音,不再只是單向,VR開始成為解決方向• 網站製作不只PC可互動,手機上要更多元• 行動時代,Location Solution當道• 跳出框框,數位只是工具,現實和虛擬界限已不存在• 數位上越真實,就越能打動人心• 讓用戶貢獻參與內容,才能在數位時代創造社群共鳴• 跨界整合,不管是數位或傳統都為你所用,你有機會改變世界• 還是不曉得數位時代可以怎麼做?讓Google教你吧
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數位時代做廣告仍別忘了Insight
最終話
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https://www.youtube.com/watch?v=Dm_J9_QCT2I
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IT'S WHAT YOU DO IN THE
D A R K
THAT PUTS YOU IN THE LIGHT
在黑暗中不為人知的努力讓 你 綻 放 勝 利 的 光 芒
#RULE YOURSELF