我好奇故我在

• source: http://rudyz26.wordpress.com/2008/04/09/adidas-teamgiest/
• 官網: http://www.adidas.com/campaigns/adidasdfb/content/?strcountry_adidascom=ca
• 專門的blog: http://www.adidas-teamgeist.de/
• 解釋詳細的中文blog: http://creative2go.wordpress.com/2009/11/19/adidas-team-spirit/

我不是一個運動迷，對球很不懂，但是就是看個熱鬧，這個活動網站的設計很 impressive.

Adidas Online Game: Teamgeist – Every team needs a jersey with a story

這是數位公司North Kingdom的作品，活動網站的設計跟宣傳用的youtube影片，創意內容差不多，但是進去活動網站觀看的感覺卻大不相同。結合了 graphic novel (大人看的漫畫)跟遊戲，操作就跟online game相似，要完成三個任務。


OS: Every team needs a jersey with a story. But what if there is no story, no history, and no identity. The Mannschaft has lost it’s identity and needs your help to win it back.
每一個隊的球衣，背後需要有一個故事，但是如果沒有故事、沒有歷史、沒有身份識別呢？這個Mannschaft隊伍失去了自己，需要你的幫忙來找回。

...繼續閱讀

source:
http://www.trendhunter.com/trends/sony-nav-u-contest
動腦雜誌

活動網址：http://www.sony.jp/nav-u/singing/main.html
使用教學：http://www.sony.jp/nav-u/singing/odekake/

Sony推出GPS導航產品nav-u的car singing auditions，這個產品本身就可以錄製影像、播放音樂跟影像。活動方式：

1. 第一階段淘汰賽：將自己在車上唱歌的影片傳送到YouTube上。
2. 第二階段決賽：入選隊伍要唱同一首名為Easy Rider的廣告歌曲，就有機會成為sony廣告中的片段，最後，在2009年12月1日截止時，點閱率最高的決選隊伍，更可贏得十年份旅行的獎金。
   ※ 計算方式：根據官方統計，日本每人平均境內旅行數是每年2.77次，每次平均花費30,390日圓，因此如果照這個方式計算，十年份的旅遊基金就是842,000日圓（合台幣306,640元）

這個活動方式，的確將娛樂跟產品功能很緊密結合一起。
TVC

選在youtube跟MSN作廣告，形式不算新，不過這個創意還是有震撼力。

MSN

source:

• http://mobileinc.co.uk/2009/09/axe-uruguay-day-night-sms-print-advert/
• http://wecritiquedesigns.com/?p=487

The print ad displays a picture of a model looking like she could be naked and a call to action. The message says “To complete this ad send Axe to 2345 after 9pm”, once you send the text you get a picture message (MMS) back with the rest of the ad showing the model in her underwear.

新的Axe平面廣告，用一張圖片不完整的模特兒，吸引消費者觀看，想要看到「重要部位」的，得晚上九點過後傳簡訊Axe至2345此號碼，就可以看到雜誌中殘缺的部分。

為什麼要消費者傳簡訊呢？廣告主可以抓到目標對象是誰。

為什麼要九點過後呢？因為TA正跟朋友一起消磨時間，可以分享這則簡訊。

http://www.ilovefamily.com.tw/

這是雲門舞集針對親子關係設計的網站，我覺得概念的表現方式很有趣，一開始以為是一個迷宮遊戲，當完成這個遊戲時，出現下面第一個畫面，要你想想有沒有更近的方式？答案就是跳出心型迷宮的直達線。然後在第二個畫面左下角有一個try this，點選過去就是左邊頁面翻過去，與右邊頁面重疊，媽媽跟小孩一起手牽手。

很聰明的表現方式！

(source: http://www.brain.com.tw/News/RealNewsContent.aspx?ID=13110)

這是uniqlo針對2009夏季商品uniqlo bra所設計的網站活動

uniqlo try (research entertainment) 將原本可能枯燥乏味，又可能永遠看不完的消費者調查，將343位調查對象的答案錄製下來後經由比對、統計，並製作成開放式的互動平台後，讓人發現，原來每一個調查對象都是獨特的，即使回答的答案相同，回答的口吻也各不相同，讓無聊的消費者調查變成像遊戲一樣。

整個網站一直流暢的出現問題以及消費者的回答，如果想要聽某一個人的特定回答，也可以點選圖片直接聽。另外，左下方有出現比較細的身高、體重、尺寸、年紀等細目，讓消費者可以選擇跟自己相近的人，他們的回答是什麼？




http://www.uniqlo.com/try/ 右下角可以選擇English

所有題目

• Compared with regular bras, how does the bra top feel when worn?
• How do the bra top cups fit?
• What did you like about this bra top?
• How often would you want to wear a bra top?
• Where or on what occasion would you wear a bra top?
• How do you fee about the price of 1500?
• How may bra tops would you want to own?
• How many bra tops would you want to own?
• What kind of bra tops would you want?
• How much time do you spend putting on your makeup?
• What do you look for when you buy clothes?
• What is your favorite magazine?
• What is your favorite animal?
• What is your favorite country? Which country you want to visit?
• What is your favorite food?
• How much do you spend on clothes in a month?

TVC 2009年代言人吹石一惠，跟之前代言人栗山千明，背後全裸，然後衣服由腳往上套入bra top，我想一方面可以示範穿法，一方面用背部全裸吸引眼珠。

http://www.youtube.com/watch?v=i6F1zkamwTk

由於日本消費者習慣在手機聽音樂，因此日本女歌手JUJU的宣傳方式，改在mobile screen宣傳，拍攝五集專門在手機播放的影集，特別處在於需要兩支手機併在一起看。

Campaign introduction: http://www.mobileart.jp/award_e/
網頁最下方可以看到五集內容

(source: http://www.adverblog.com/archives/004050.htm)

電信服務業者Vodafon在荷蘭有一個超短的三天SP "Upgrade a stranger"，似乎是為了power to you campaign暖身。

Random people on the street are filmed (in pairs), and streamed live to the campaign website. Visitor of that site have 2 minutes to choose which one should get and upgrade. The fancy prices are handed out right away.
隨意在荷蘭各地街頭拍攝人，一次兩個，然後即時LIVE，網友需要在兩分鐘內投票選擇，然後此人可得到netbooks, phones 或USB stick modems. 操作的機制是要「即時」上傳、「即時」投票、「即時」給獎。

下方圖片說明：左邊是獎項，右邊是荷蘭地圖，顯示拍攝的地點，鏡頭內有一男一女，網友可以投票，最後看誰票數最多，就可以得USB。

One Thousand Casmurros from Livead on Vimeo.

巴西文學寫實主義大師作品，就wiki資料看，他們上學時受教育都會唸到。電視台根據他的書Dom Casmurro拍的迷你影集，為了對這個作者致意，以及拉近與網路族群關係，因此有了這一個網路campaign，將這本小說切割成1000個部分(這是很酷的概念)，首先邀請意見領袖名人來挑一段朗讀，帶領一般大眾可以認養一段朗讀，集體完成一個有聲書。另外，也沒有忽略影集本身跟書的結合，消費者可以體會到跟演員念同一個台詞的樂趣。

這讓我想到英劇很愛改編一些英國著名小說家作品，像是珍．奧斯汀(Jane Austen)、阿嘉莎‧克莉絲蒂Agatha Christie等人作品，也有很多fans。但是我就沒有見到有趣的操作手法，通常我是被古典精緻英國風吸引就跑去看了。

To pay tribute to one of Brazil’s most respected writers, Machado de Assis, the largest TV network in Brazil was launching a mini-series based on one of his books, Dom Casmurro.

Through the launch of the mini-series, we needed to build up TV Globo’s reputation with a new generation, disconnected from the television.

We created a website with the book and divided it into one thousand excerpts. In the website, people could choose and record pieces in real time with their webcam. We enabled a large scale collective reading.

At the same time, we hid one thousand DVDs with unique scenes in public places for people to find them and hide them again once they had seen it.

In less than a month, the reading was completed.

Influential admirers talked about it in public. 33 million viewers watched the series' first episode. The media called it the best tribute to Machado de Assis of 2008.

Almost 106 million people were exposed to press notes related to the mini-series. The subsequent media exposure was worth the equivalent of 6,7 million dollars in advertising spend.

背景資料：
瑪夏多．迪亞西斯(Machado de Assis)是巴西知名的寫實主義大師。1839年出生於里約一個貧窮的小家庭，他甚至沒有受過正規的大學教育。(Dom Casmurro)與《柏拉斯．庫巴的死後回憶錄》(Memórias Póstumas de Brás Cubas)兩部寫實小說奠定他日後文學大師之名。(source)

Amazon.com Review: The unreliable narrator and the fictional memoir are long-standing literary traditions. Nineteenth-century Brazilian author Joaquim Maria Machado de Assis uses both to brilliant effect in his novel Dom Casmurro. Narrated by Bento Santiago, this memoir looks back over a life filled with the suspicion of betrayal: Bento is convinced that his wife had an affair with his best friend, and that his son was the result of it. Though he has no real evidence to support this belief, Bento becomes so obsessed with it that, in the end, he commits crimes far worse than the suspected adultery to avenge himself. The memoir itself is a kind of justification for his actions; Bento, now alone, recreates the environment of his childhood and attempts to rewrite the facts of his life--in essence, reconstructing the past. ...繼續閱讀

荷蘭 IKEA 這個網站很有參考價值。原因：

1. 網站架構設計可以有延續性，今天作廚房、明天作臥室、後面作客廳等等。
2. 跟消費者的生活面緊密結合，對於已經購買者，可以炫耀一下自己的家，對於潛在消費者，可以參考怎樣布置。

(source: http://www.adverblog.com/archives/003925.htm)
今年四月 "Open Kitchen"
機制：

• Those who bought an IKEA kitchen are invited to share their setup and help building a "virtual" but "real" kitchens gallery. If you decide to share your kitchen in the gallery you can actually win the chance to get your money back on your purchase.
  邀請已經購買IKEA廚房家具者，分享照片，在網路上以「目錄形式」呈現，並且標明價格。願意分享者，有機會獲得當初購買廚房家具的錢。讓消費者的生活成為IKEA目錄的一部份，感覺很貼近生活。
• On the other side, customers who are still undecided about their new kitchens can instead get inspired and vote the setups in the gallery and win their own kitchen for free.
  對於潛在顧客，可以參與投票，也有機會贏得自己的免費廚房家具。

成效上：

• 有兩千多照片上傳，這種「質」的參加，蠻好的。
  

下圖是投票票選贏家


Bedroom Secrets (http://www.designyourownlife.nl/#/slaapkamergeheimen)

機制

• 跟上述相似，畫面根據此主題，添加一個偷窺的小洞，眼睛眨呀眨，也增加了三個人Live的臥室webcam。嘿嘿，當然要看到臥室的香豔刺激是不可能。