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美国 ADWEEK 授予 MULLENLOWE 年度“最佳展示奖”

2018/9/21 15:57:440440

MullenLowe Mediahub 为 Netflix 创作的获奖作品荣膺《广告周刊(Ad Week)》2018 年 9 月 17 日刊封面


Netflix 为美剧《碳变》策划的惊人营销是本年度颇为新颖的媒介企划桉例。 

震慑人心的“人体集市”体现了剧中的反乌托邦概念,引人深思。

Adweek 的年度媒介企划获奖桉例涵盖了来自世界各地的创新媒介策略。其中,MullenLowe 摘得“最佳展示奖”:

MullenLowe Mediahub | Netflix《碳变》

类别:最佳展示奖;作品(50 万美元至 100 万美元);最佳另类媒介使用奖

通常,人们极少会在公交站台注意到被塑料袋包裹的人体——即便是在像西好莱坞这样别具一格的小镇。

Netflix 的反乌托邦系列剧集《碳变》有一个基本前提:未来 300 多年,人们可以将他们的人生经历存储到新的身体中,真正实现“永不凋零”的生命。基于这个背景和细致逼真的互动凋塑,MullenLowe 媒介部门 - Mediahub 创造了一个“人体集市”。

Netflix 市场及消费品事业部副总裁 Shauna Spenley 表示,“通过一系列宣传,我们努力寻找真正脱颖而出的独特创意。对于《碳变》,我们问自己,‘如果在 2384 年有一个针对人体的营销,它该会是一个怎样的呈现?’,该问题的回答可以为所有宣传提供指导意义。”而这个过程的第一步是弄清楚这些未来的人可能会在哪里生活。

“虽然受限于地域,但我们相信我们可以做得到,比如在西好莱坞,因为这个地区的行人们不会轻易感到震惊。” MullenLowe Mediahub 研发实验室的副总裁 Simeon Edmunds 说道。

获得政府的许可后,MullenLowe Mediahub 与西好莱坞官方人员展开合作,找到了最引人注目的交叉路口,并将广告投放于该处的公共汽车候车亭。“开车的人路过此处都停下来拍照,” MullenLowe Mediahub 媒介副总裁 Alli Blender 说道。

Netflix 团队有强烈的防范意识。例如,Blender 和 Edmunds 将电线连接到人型宣传板,以防行人试图偷走它们。

虽然 Netflix 并未分享该系列宣传的具体数据,但公共汽车候车亭就有高达 1500 万次的观看量,其中不少都是由社交媒体和本地新闻自发报道推动的。当地的新闻对这些“广告牌”议论纷纷,于是全民性的媒体宣传应运而生。

“通过完美的执行和深层次的概念,人们能够完全停下手中的一切投入其中。” Spenley 说,“每个活动都有不同的效果,但《碳变》能在众多活动中独树一帜,是因为其传播的广阔性和可选择性。”

Edmunds 说:“该营销事件能在新闻时段中脱颖而出,毋庸置疑就是成功的桉例。”最重要的是,Netflix 已续订《碳变》,第二季将于 2019 年 7 月播出。


※See below for the English version.

Netflix’s Shocking Public Activation for Altered Carbon Was the Year’s Most Innovative Media Plan

Disturbing ‘marketplace’ for bodies promoted the dystopian series

Adweek’s Media Plan of the Year honorees include the most innovative media plans from around the world. Here, our Best in Show winner:

MullenLowe Mediahub | Netflix, ‘Altered Carbon’
Categories: Best in Show; Campaign ($500k-1 million); Best Use of Alternative Media

It’s not every day that one comes across a human body encased in plastic at a public bus stop—even in an eclectic town like West Hollywood.

The dystopian Netflix series Altered Carbon operates on a simple premise: 300-plus years in the future, people can download the entirety of their experiences into new bodies, extending their lives indefinitely. Armed with that backstory and several interactive sculptures so meticulously lifelike that they appeared to be breathing, Mediahub, a division of MullenLowe, went about setting up a public “marketplace” for these bodies.

“With all of our campaigns, we strive to find unique and creative ideas that really stand out,” says Netflix vp of marketing and consumer products Shauna Spenley. “For Altered Carbon, we asked ourselves, ‘If a campaign for bodies existed in the year 2384, what would its marketing look like?’ and used that as a guiding force for all campaign touch points.” The first step in the process was figuring out where these futuristic figures might live.

“We knew we could do it, but many places won’t let you; West Hollywood was one that would,” says Simeon Edmunds, vp of MullenLowe Mediahub’s R+D Lab, adding that passersby in this area are not “easily shocked.”

After the bus stop ad vendors received approval from the city, MullenLowe Mediahub worked with West Hollywood officials, poring over blueprints to find major intersections that attract the maximum number of curious onlookers. “Even people who drove by stopped to take pics,” says vp, associate media director Alli Blender.

The Netflix team also had an “impressive tolerance for risk” on this project. For example, Blender and Edmunds say they attached cables to the “bodies” to prepare for the possibility that some viewers might try to cut through the plastic and steal them. (Their fears were well-founded.)

While Netflix does not share specifics regarding the results of its campaigns, the bus shelters alone scored 15 million earned impressions, many driven by organic conversations on social media and local news reports in which anchors puzzled over these strange “billboards.” A full national media campaign followed.

“Through meticulous detail and a variety of in-world concepts, we were able to literally stop people in their tracks when they experienced the placements,” says Spenley. “Every campaign is different in terms of overall effectiveness, but what stood out for Altered Carbon was the fact that news of these bodies traveled beyond both the 1-to-1 interaction and cities where we bought media.”

“Having bus shelters discussed on the 6 o’clock news is a shining example of cutting through the clutter,” Edmunds says. “Any brand on any level would consider that a success.” Perhaps most importantly, Netflix renewed Altered Carbon for a second season in July.

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