我好奇故我在-數位創意欣賞 http://blog.roodo.com/ad264/archives/cat_667009.html 摘要國外行銷報導，中英對照 zh-tw Roodo Blog System All Rights Reserved 法國犯罪影集Braquo網路宣傳
MSN


Youtube也是類似作法，連結請點。
]]> http://blog.roodo.com/ad264/archives/10426071.html http://blog.roodo.com/ad264/archives/10426071.html 數位創意欣賞 Fri, 23 Oct 2009 19:11:44 +0800 New Axe Day & Night 平面廣告＋手機簡訊
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。



axe.jpg

]]> http://blog.roodo.com/ad264/archives/10174403.html http://blog.roodo.com/ad264/archives/10174403.html 數位創意欣賞 Sat, 03 Oct 2009 21:56:48 +0800 尋找「最近」好關係 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！

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close_02.jpg
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]]> http://blog.roodo.com/ad264/archives/10115607.html http://blog.roodo.com/ad264/archives/10115607.html 數位創意欣賞 Mon, 28 Sep 2009 12:14:33 +0800 uniqlo try 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 ]]> http://blog.roodo.com/ad264/archives/9988551.html http://blog.roodo.com/ad264/archives/9988551.html 數位創意欣賞 Sat, 19 Sep 2009 19:28:55 +0800 Pair Movie
Campaign introduction: http://www.mobileart.jp/award_e/
網頁最下方可以看到五集內容

juju.jpg
]]> http://blog.roodo.com/ad264/archives/9987651.html http://blog.roodo.com/ad264/archives/9987651.html 數位創意欣賞 Sat, 19 Sep 2009 14:38:35 +0800 Vodafone "Upgrade a stranger" campaign 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。
upgrade.jpg
]]> http://blog.roodo.com/ad264/archives/9977365.html http://blog.roodo.com/ad264/archives/9977365.html 數位創意欣賞 Thu, 17 Sep 2009 21:01:20 +0800 將一本實體書發展成社群social network

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...) ]]> http://blog.roodo.com/ad264/archives/9680609.html http://blog.roodo.com/ad264/archives/9680609.html 數位創意欣賞 Wed, 05 Aug 2009 11:15:30 +0800 IKEA 網站 漂亮系列活動
  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。
]]> http://blog.roodo.com/ad264/archives/9293813.html http://blog.roodo.com/ad264/archives/9293813.html 數位創意欣賞 Tue, 23 Jun 2009 15:15:25 +0800 有趣的募款方式 The Creative Circus。其中有一個學生叫Andy Pearson現在已經是創意專業人士在CP+B工作，你可以點選下方PDF看他的作品集。

andy_pearson_copywriter.pdf

當初還是學生的他，苦惱要怎樣在四天內籌錢去參加future Lions，因此針對「未來雇主」發佈一個Bake sale，賣餅乾是美國募款活動很常見的募款方式。因此，他想了一個餅乾賣$500，只要賣20個，就可以達成願望。就貼了照片如下在網路上，昨天隔天就收到消息，解決他們的問題。(訪談內容)

bakesale.jpg
圖片跟文字很可愛!
But seriously. this year 40% of the AKQA future Lions awards were given to creative circus students. that’s two teams, four people and $6000 in airfare. while we’re extremely honored to receive this prestigious award, our bank accounts are not so supportive.

we found out this exciting news twelve hours ago, but need to be in france by Monday. so we are reaching out to our future colleagues for help. even if you can’t buy an entire cookie, any loose change would be fantastic. If your agency is able to contribue, please contact susanne deLoach, president of the norm Grey creative foundation. 404.606.1103. It’s tax deductible. we can’t thank you enough.

But we’ll start with a cookie. ]]> http://blog.roodo.com/ad264/archives/9253307.html http://blog.roodo.com/ad264/archives/9253307.html 數位創意欣賞 Wed, 17 Jun 2009 15:43:27 +0800 便利貼大抗戰
DEADLINE post-it stop motion (source:http://www.iwishididit.com/)

This is my senior project at Savannah College of Art and Design. Where my idea comes from is that every time when I am busy, I feel that I am not fighting with my works, I am fighting with those post-it notes and deadline. I manipulating the post-it notes to do pixel-like stop motion and there are some interactions between real actor and post-its.
翻譯一下學生自己說的：我的點子是當我很忙時，我覺得我不是跟我的課業抗戰，我是跟一堆便利貼跟截稿日期抗戰。所以我想出把便利貼當作像電腦圖素那樣的元素來創作，也就是便利貼跟演員實際的互動。

學生說他花了三個月的時間製作說。 ]]> http://blog.roodo.com/ad264/archives/9252483.html http://blog.roodo.com/ad264/archives/9252483.html 數位創意欣賞 Wed, 17 Jun 2009 12:55:19 +0800 Skittles 大膽的官網策略 http://www.skittles.com/

Skittle 在美國是打13歲以下的target，在今年三月他們推出最新的官網，引起很多行銷人士的討論。為什麼呢？傳統的企業網站是走製作品質的microsite，也會有意無意忽略掉其他網友負面的聲音。而Skittle算是走很極端，整合主流social media當作官網的內容，完全呈現消費者的聲音。

一進去Skittle，呈現出YouTube頻道，內有skittle主打的電視廣告影片，點產品會出現Wikipedia對Skittle的介紹，或是你可在Flickr上看到Skittle的產品圖片。點「friends」，會出現facebook上送禮物機制，你可以送一包Skittle給朋友。如果點「chatter」，會跑出twitter 關鍵字有Skittle的即時搜尋結果。

這種大膽策略引起很多討論，呈現出Skittle 的品牌個性，完全百分百開放擁抱消費者意見，外加上製作成本很低；壞處是消費者負面評價，以及網路常有惡意人士發廣告信等等棘手問題，需即時處理。另外，就長遠角度看，需要有其他吸引消費者參與的品牌策略。因此，有人舉出其競爭對手Jelly Belly (http://www.jellybelly.com/) 每月參訪人士是Skittle 上市新網站前的10倍，其競爭者就是以創造可以讓消費者參與的優質網站內容。

I think Digital advertising is much more powerful when it retains some of that traditional storytelling: namely, a core message that really resonates with consumers. - Betsy

這真是有趣的實驗，可以日後觀察看看其經營成效。時間拉長來看才可以更清楚看Skittle策略。

在討論brand網站是否有存在必要的文章中，我覺得以下的結論很不錯。
Policitians make extensive efforts to “energize their base” knowing that an excited base can generate campaign momentum through advocacy.  How is your “.com” encouraging your most valuable consumer to become your biggest advocate?  Obviously, strategies will diverge, but at a base level — brand websites must provide tools, information, experiences and incentive to energize and amplify the voices of their core consumers. (source)
就像政治家很懂得怎樣鼓舞激勵他們的基本選民，讓這個選民站出來替他/她講話 (我覺得 Sarah Palin 是個中高手)。品牌也應該如是作。策略的執行上，的確要分流參與其他social media，但是brand websites必須要提供工具、資訊、經驗，以及誘因，來鼓舞激勵品牌的主要顧客群，讓他們的聲音可以被聽到。

<補充> 觀察skittle在facebook上，其實有定期經營，問些問題跟消費者互動、市調、還有一個很cool的應用程式，將mix the rainbow表達很好。你只要將不同顏色的skittle放置在對應顏色的左方圓盤，按播放就可以mix出酷炫的音樂。


]]> http://blog.roodo.com/ad264/archives/9237867.html http://blog.roodo.com/ad264/archives/9237867.html 數位創意欣賞 Tue, 16 Jun 2009 14:19:43 +0800 2009 One Show - Best of the show - eco: Drive 代理商: AKQA/London

既然講eco，就用最eco的媒體--網路，廣告影片內容雖然不是很炫，汽車科技面上的應用卻很不錯。感覺國際重要廣告獎項有朝策略創新層面走，如果可以真的impact到整體社會更佳。像這個Fiat的科技面的確有助環保。

摘要至Autoblog (source: http://chinese.autoblog.com/2009/01/01/fiat-eco-drive-co2/)
eco:Drive利用一個插在特定Fiat車款中控台上的USB存儲裝置來記錄你的駕駛資訊。這些資訊會被傳送你車上的電腦，電腦會分析你是否可以用更"綠色"更"環保"的方式來駕車。另外網路上還有一個eco:Village的線上社區，在那，車主們可以互相幫助來學習更好的駕駛方式，而且還可以幫助改進Fiat的這套系統。

活動網址: http://awards.akqa.com/awards2009/OneShow/Fiat_eco_Drive/default.html ]]> http://blog.roodo.com/ad264/archives/9233267.html http://blog.roodo.com/ad264/archives/9233267.html 數位創意欣賞 Mon, 15 Jun 2009 14:43:45 +0800 D&AD 2009 黑鉛筆 - The great schlep
Message to Your Grandma: Vote Obama

It’s still a big if, but if Barack Obama emerges victorious on Election Day, with the swing state Florida in his win column, a modicum of credit may be due Sarah Silverman.
當時競選時，有幾個州的民意搖擺不定(swing state)，Florida就是其中一個。如果屆時大選，Obama有拿下Florida，那可能有一小部分的功勞是因為Sarah Silverman之故。

In recent days Ms. Silverman, 37, the acerbic, anything-for-a-laugh comedian, has once again insinuated herself into e-mail inboxes with an online video called “The Great Schlep” (thegreatschlep.com). In it she urges young Jews to encourage any grandparents who live in Florida to vote for Mr. Obama and to withhold visits to their bubbes (grandmas) and zaides (grandpas) if they don’t comply.
最近，這一位37歲的喜劇演員Silverman，用講話很間接的方式錄了一個線上video叫做“The Great Schlep”。她呼籲年輕的猶太人鼓勵在Florida的祖父母要投給Obama，如果祖父母不遵從的話，就延遲探訪祖父母的拜訪。

“The people that vote there are the elderly Jews, and they’re not voting Obama because his name is scary,” Ms. Silverman said in a telephone interview. “But who has more power with them than their grandchildren?”
年長的猶太人不投給Obama是因為他的名字很嚇人(解釋：Barack Hussein Obama 中間名字有一個「胡珊」)，有人可以比他們的孫子孫女更有影響力嗎？(這個回答當然是沒有)

這個喜劇演員的講話風格是嘲諷跟真誠混雜。

此廣告的全文，非常之長，所以我指註解文化部分。

If you knew that visiting your grandparents could change the world, would you do it? Of course you would. You’d have to be a douche-nozzle not to. Hey, it’s Sarah…(long pause)…Silverman.

If Barack Obama doesn’t become the next president of the United States, I’m gonna blame the Jews…I am. And I know you’re saying like, “Oh my God, Sarah, I can’t believe you’re saying this. Jews are the most liberal, scrappy, civil rights-y people there are.” Yes, that’s true. But you’re forgetting a whole large group of Jews that are not that way, and they go by several aliases. Nana, Papa, Zaide, Bubbe, plain old grandma and grandpa. These are the people who vote in Florida. And the Florida vote can make or break an election. If you don’t think that’s true, why don’t you think back to two elections ago when a little man named Al Gore got fucked by Florida.
PS: Al Gore 兩年前競選失利就是因為Florida的選票。

I’m making this video to urge you, all of you, to schlep over to Florida and convince your grandparents to vote Obama. It can make the difference. Explain to them that we’re all the same inside. You know you could compare an elderly Jewish woman like Nana to a young black man. They may seem totally different, but on paper they’re the same.

I mean think about it…track suits! Let’s start there. They both love track suits. They can’t get enough of them. Uhhhh…what else. Car of choice? The cadillac. They’re both crazy about their grandkids. What else? They…they like things and bling and money and jewelry and stuff. Uhh, they both say “yo” all the time. Or Jews go right to left…”oy.” Uhh, what else? They…umm…all their freinds are dying.

Black man: No…no…(leaves)

That is true in general.

You know why your grandparents don’t like Barack Obama? Because his name sounds scary. It sounds Muslim…which he’s obviously not. Yes, Barack Hussein Obama…it’s a super fucking shitty name. But, you’d think that somebody named Maneschevitz Guberman might understand that.

The name Barack is Hebrew word…it means lightning. And I would much rather have a president who’s name means lightning than a president named John whose name means toilet or a guy who fucks hookers.
PS：Obama對手是John Mccain。這邊開John的玩笑，因為John在英文還有其他意思：馬桶跟嫖客。

Here are some fun facts: Barack Obama’s foreign policy is much more stabilizing than John Mccain’s…and much better for Israel. He wants to protect social security. His brisket is beyond. It’s beyond. He’s circum-supersized.

You don’t have to use facts…Use threats. There’s nobody more important or influential over your grandparents than their grandkids…you. If they vote for Barack Obama, they’re gonna get another visit this year. If not, let’s just hope they stay healthy until next year.

Barack Obama is the goodest person we’ve ever had as a presidential choice. He’s honest and he’s kind, and quite frankly, he’s probably our last hope of ending this country’s reputation as the assholes of the Universe. So, please go to this website and get your fat Jewish asses on a plane to Florida…Love, Nana.

Let’s see…vote for Obama, gonna visit grandmama. Vote for Mccain, to me you’re a shit stain. I just made that up…off the top of my head. Yeah, I’m proud of myself. ]]> http://blog.roodo.com/ad264/archives/9223645.html http://blog.roodo.com/ad264/archives/9223645.html 數位創意欣賞 Sun, 14 Jun 2009 17:50:35 +0800 Augmented Reality http://www.openopen.com.tw/event/09shanghai/section2.html

<本文>
Augmented Reality 算是一個很新的技術，想要瞭解這是什麼？可以點 http://www.handyui.com/2007/08/07/augmented_reality_in_siggraph_2007/ 引用其解釋：「把互動技術拿來放在真實世界中，在我們每天接觸的環境裡，加上新的互動體驗。」



這一次看到GE跟德國Mini作了很好的示範，我覺的德國Mini作的超酷的。這個機制使用者需要有webcam，(有的機制需要額外下載軟體安裝，有的不用)，然後將廣告主指定的頁面印出來，拿著紙對著webcam即可展現出3D影像。

GE


(source: http://eoinkennedy.ie/blog/?p=155)
Basically you need a web cam, log on to GE Augmented Reality site and print out the image.
登入GE Augmented Reality site 網站，下載圖像。

Depending on the selection you pick, there is one for solar and one for wind turbine, a 3D images suddenly unfolds on the screen and replaces the black and white image above.  You can interact with it by twisting and turning the image and can even blow (picked up by the microphone) which spins the turbines.
看你要選太陽能或是風力渦輪圖像，當你只要將紙對著webcam就可以看到3D影像。你可以轉動紙張跟影像互動，甚至你可以吹動渦輪。

德國Mini

Mini have used it to allow people interact with a 3D image of the car by printing the simple image on the back of a motoring magazine with instructions.  You simply put the ad in front of a web cam and up pops the 3D image of the car.  The video below is worth watching (although in German - I think).
德國Mini將這個圖案印在雜誌的背面，並附上說明，所以只要將廣告放在webcam前面，就會出現3D汽車影像。

覺得很有趣，想要看更多示範，請點
Augmented Marketing: 10 ideas beyond reality

Augmented reality: top ten campaigns (so far)

日本商人應用Augmented Reality推出虛擬女僕ARis
(繼續閱讀...) ]]> http://blog.roodo.com/ad264/archives/9210783.html http://blog.roodo.com/ad264/archives/9210783.html 數位創意欣賞 Fri, 12 Jun 2009 11:40:10 +0800 玩框框的遊戲 玩從框框出來的

Quicksilver’s The Spot
http://skate.quiksilver.com/thespot/index.aspx

滑板品牌Quicksilver，2009/6/2 launch一個叫 The Sopt 的 virual marketing. 一開始以為是一個正常的clip，然後從那個clip出來玩家跟滑板，將網頁的素材當滑板的著力點，開始各種滑板特技，直到最後，玩家丟出一個滑板打破螢幕。值得一看！

玩進去框框的

Toyota Venza: Snowy road
http://www.venzasnowyroad.com/example.html

Toyota的車子先在頂頭banner跑出頁面，然後從下方頁面竄入圖框中的雪景路。
 ]]> http://blog.roodo.com/ad264/archives/9206303.html http://blog.roodo.com/ad264/archives/9206303.html 數位創意欣賞 Thu, 11 Jun 2009 14:21:57 +0800 網路媒體創意
Top 12 Media Buys Creatives Will Love
(source: http://www.bannerblog.com.au/news/2009/04/top_12_media_buys_creatives_will_love.php)
  1. Nintendo: Wario Youtube Experience
    demo: http://www.youtube.com/watch?v=zSU-z-t9Ku4
    隨著遊戲的進行，整個youtube的頁面也配合電玩效果跟著改變，很有趣！

  2. Sol Comments
    SOL是挪威的入口網站，這個banner廣告強調「即時寫即時登」，我看不懂他的語言，所以找了小魚的解釋 http://www.kleinerfisch.com/blog/2008/07/sol.html。如果懂挪威文想要看full case，請點 http://www.mediafront.no/projects/sol/en/index.html
  3. Axion: Banner Concerts
    有五個團體利用狹小的banners空間裡開演唱會，拍的時候就是先做好跟banner形狀一樣的大框，音樂家擠進去拍。
    view 1, View 2, 想要看怎樣作的，可以看 the making of http://internetconcerten.blogspot.com/

  4. Nike: Nike+ Trash Talk
    這是玩trash talk 雙關語，一方面指Nike這雙Trash Talk，其用球鞋的製造過程中產生的廢棄材料所製成；trash talk又有另一個意思惡言惡語。所以這個banner利用男女的口水戰作文章，在一個特定時間(March 30 and April 6, from 5 to 9 p.m.)，找一個男性網站，跟一個女性網站，分別在此兩個網站買一個固定位置。當女性網站，有一個女性評論男生，那個訊息會同時出現在男性與女性網站，當然一定會有一個男生也回應，就開始了口水大戰。
    demo: http://www.youtube.com/watch?v=fu-VH-pOGy8

  5. Apple: Mac & Pc
    這個MAC跟PC大戰，要看TVC可點 http://www.youtube.com/watch?v=lgzbhEc6VVo
    要看banner，可點 http://www.bannerblog.com.au/2008/02/apple_quote.php
    我倒不是喜歡廣告內容，我覺得最有意思的是消費者回應Mac跟PC太幼稚，應該要長大成熟點。
  6. Apple: iPhone: MTV, ESPN, Nylon, Yahoo!
    也是網頁呼應手機畫面。
  7. Nissin: Hot Noodle: view (NSFW)
    利用辣美女影片來煮熟泡麵，不過，敝人我對於過度物化女性身體作廣告的方式，不欣賞。
  8. SIXT: ASCII Ads:
    一般在google旁邊是文字廣告，它將之改為 ASCII 圖像式的文字。
    demo: http://www.bannerblog.com.au/2007/12/sixt_ascii_text_ads.php

  9. Honda Insight: Let It Shine
    這個是利用TVC素材作發揮，一開始整個網頁慢慢全變暗，然後慢慢光亮，最後網頁上方長出那個葉子標誌。
    demo: http://vimeo.com/4281939
]]> http://blog.roodo.com/ad264/archives/9187585.html http://blog.roodo.com/ad264/archives/9187585.html 數位創意欣賞 Mon, 08 Jun 2009 22:09:53 +0800 IKEA網路真人24H實況轉播 小魚寫有關IKEA這個活動，引起我的興趣，所以也瞭解一下。

這是德國IKEA 2008年八月的網路活動，目的是宣傳IKEA當時九月新的目錄，網站叫做「等到九月」於8/21/2008上線。

(sorce:http://abu78.blogspot.com/2008/08/warten-bis-september.html)
For the new viral campaign from Ikea, Nils is waiting in his new apartment for the new products.
You can watch him, doing it, because 2 webcams film him 24h. (although it might be fake) You can also follow his twitter news and you can vote for his next to dos. A calender informs you about the highlight of the day.
Enjoy on www.warte-bis-september.de.

IKEA用一個叫Nils的年輕人，他剛搬進新的空公寓，在家等IKEA新產品目錄出來，24小時用兩個webcam拍他，另外此君也利用 twitter發佈消息(也是德文，看不懂)，以及youtube宣傳。觀眾也可參與投票，決定他下一步應該要挑選什麼家具。

(source: http://www.adverblog.com/archives/003559.htm)
You can watch Nils living his daily life in his living room, meeting friends, playing videogames and, most of all, taking calls from those who watch him on the Web. This is his phone number if you want to give it a try: +49 40 22 61 11 61.
妳可以看到他在客廳的日常生活、見朋友、玩電動，而且大部分時間是接正在網路看他的人所打的電話。在當時，有提供他的手機號碼。或是也可以用寫email方式跟他聯繫。

You can embed the stream in your blog.
另外，你也可以將實況影片嵌在你的blog中。

心得：這種手法不算新，Nils也沒有作什麼很驚人的行為。不過，小魚說：這是德國很成功的感染式行銷，或許大家真的喜歡「偷窺」別人生。讓我想起日本很多那種可以實況看妹妹的網站。 ]]> http://blog.roodo.com/ad264/archives/9184639.html http://blog.roodo.com/ad264/archives/9184639.html 數位創意欣賞 Mon, 08 Jun 2009 13:44:13 +0800 UNIQLO 很有個性的單一商品
2009年四月 UNIQLO PARKA STYLE 1000(網站 http://www.uniqlo.com/uniqlo1000/map/)
將一件單品卻可以在不同人中展現出不同的個性，用很簡潔方式演出千人接龍。

2007年六月美女跳舞時鐘(網站 http://www.uniqlo.jp/uniqlock/)

這是一個著眼全球佈局的品牌活動，重新活化UNIQLO。以下原文出自http://www.jrj.com。因為音樂、舞蹈、以及時鐘可以跨國界溝通，結合起來做成blog小元件以讓人下載，後來也有提供手機下載。我想這也是呼應其服務特色，一件單品適合多人(the one-size-fits-all garment)，所以抓「跨國界溝通」這個點。整體的設計極簡、節奏輕鬆、年輕化。
UNIQLOCK is a campaign site offering mainly blog parts that was launched on June 15, 2007 with the aim of promoting the major UNIQLO products worldwide and also boosting awareness of the UNIQLO brand. We distributed original UNIQLOCK blog parts to blog users depicting our MUSIC x DANCE x CLOCK concept of communication to transcend the language barrier.

The success of UNIQLOCK lies in its transformation of blog parts into entertainment. Based around a functional clock, we expressed time through the universal means of music and dance. The clock sound is developed by the Fantastic Plastic Machine DJ and producer who is well known in Japan and other parts of the world.

此campaign的creative director Koichiro Tanaka的訪談
(source: http://www.boardsmag.com/articles/blog/20080618/cannesblogkr7.html)

Can you explain how the "Uniqlock" concept developed?
可以解釋一下這個"Uniqlock"的概念怎樣發展出來的？

For me, a blog is a window to everyday life. I read through more than 500 blogs from my RSS feed. Blogs hold people's words, feelings and behaviors. Observing those, I came up with the idea that a clock would be an "expression including function", which perfectly fits with blogs. I also had an intuition that synchronizing the "body expression" with "sound" would be the most primitive way of representing Uniqlo's product.

對我來說，透過blog可以看到每日生活，我透過RSS feed閱讀超過五百多個blogs，在這些blogs中展現了人們的交談、感覺跟行為。觀察這些，我想出一個點子，也就是時鐘可以是兼具功能性以及表現性，也很適合放於blogs。我也有一個直覺將「身體表現」跟「聲音」同步，可能是表達Uniqlo產品的最原初直接的方法。

Therefore, I tried to discover traits common to "clocks", "dance" and "music" in order to create one experience - or the "rhythm of a second". "Dance" to the rhythm of a second, play "music" to the rhythm of a second and a clock stays in time to the rhythm of a second. The "rhythm of a second" gave all the experiences order, and created simplicity. In other words, "Uniqlock" is an application that acts as an engine of these expressions. This is a new kind of application that can play movies and sounds based on the algorithm of a clock; the display alternates between film clips and a clock, it shuffles the film clips, plays a specific clip at a specific time, and can be pasted on to a blog.

所以，我試著找出跟「時鐘」「舞蹈」「音樂」相關的特點，以便於創造一個共同經驗，或是是說「一秒的節奏」。舞蹈跟著一秒的節拍，音樂也跟著一秒的節拍播放，時鐘也是按著秒的節奏走。「一秒的節奏」讓所有的經驗有秩序，也創造簡潔。換句話說，"Uniqlock"是這些表達的引擎之應用機制。這也是一種新的應用，可以根據時鐘的演算法，播放影片跟聲音。在短影片以及時鐘之間的另一個陳列應用。它mix幾個短影片中、在特定時間播放某一個特定片段，並且可以貼在blog中。

How does "Uniqlock" campaign fit in with the Uniqlo logo created by Samurai creative director Kashiwa Sato and the websites created by Tha web designer Yugo Nakamura?
"Uniqlock" campaign如何跟Uniqlo logo以及網站整合？

The Uniqlo font created by Samurai is the basis for Uniqlo's visual language. Yugo Nakamura's interactive expression [of that languange] captures the essence of Uniqlo without verbalization. I feel like I'm translating Uniqlo's new visual language that they created through a trial and error process.
這個由 Samurai設計的logo是Uniqlo視覺語言的基礎，Yugo Nakamura的互動表演語言，捕捉了Uniqlo的本質，而不需要言語。我想我是透過嘗試以及修正的過程中，將Uniqlo新的視覺語言轉化。

PS: 可閱讀:看優衣庫怎麼推廣品牌？從男生的觀點看頂有趣！

另一個UK Lookbook網站也值得一看  http://lookbook.nu/
介紹UK Lookbook http://adleylee.pixnet.net/blog/post/22191080
 ]]> http://blog.roodo.com/ad264/archives/9162521.html http://blog.roodo.com/ad264/archives/9162521.html 數位創意欣賞 Fri, 05 Jun 2009 14:39:13 +0800 不建website，改用youtube影片頻道

(source: http://adweek.blogs.com/adfreak/booneoakley/)
It was inevitable. BooneOakley, an independent shop in Charlotte, N.C., has scrapped its Web site in favor of a YouTube channel. Visitors to BooneOakley.com are redirected to YouTube, where they are greeted by a three-minute clip showing the story of "Billy," a marketing director who hired an agency owned by a holding company, got fired and then got killed by his pissed-off wife. The site has links to work and partner bios, and it uses the YouTube ability to embed links inside videos. It's an interesting approach to build a Web presence directly on a platform rather than a stand-alone destination, but you have to wonder about choosing only video as a way for BooneOakley to tell its story. The news section, for instance, is a video clip about the Obamas using the agency's initials in naming their dog. And while YouTube's "hotspotting" is a clever way to move around to different videos, the navigation is far from straightforward. I kept having to click back to the Billy intro video to get to other parts of the site. ]]> http://blog.roodo.com/ad264/archives/9145117.html http://blog.roodo.com/ad264/archives/9145117.html 數位創意欣賞 Wed, 03 Jun 2009 19:05:23 +0800 美國醫療機構善用social media http://www.nytimes.com/2009/05/25/health/25hospital.html?_r=1&em )

記得醫龍有一段是利用醫生高超的手術作實況轉播，吸引媒體報導，藉此推廣醫院生意。美國現在有一家醫院，作「Awake Craniotomy」手術，就是病人醒著，然後醫生作顱骨切開術，拍成一個51分鐘的a informercial webcast. 甚至即時轉播手術至YouTube，最好手術成功，不然當場死人實在太...，我沒辦法看這種血淋淋的手術畫面。

如果你心臟夠強，請點 http://www.or-live.com/methodisthealth/2588/event/rnh.cfm?

已經有超過250家醫院用這些social meida.
More than 250 hospitals now use YouTube, Facebook, Twitter or blogs, said Ed Bennett, Web strategy director for the University of Maryland Medical System.
  • 277 Hospitals total
  • 135 YouTube Channels
  • 101 Facebook pages
  • 201 Twitter Accounts
  • 25 Blogs
Seeking to attract or educate patients, entice donors, gain recognition and recruit or retain top doctors, hospitals are using Twitter from operating rooms, showing surgery on YouTube and having patients blog about their procedures.

醫生還有使用social media作哪些事情？
(source: http://blog.ogilvypr.com/2009/09/how-hospitals-are-quietly-leading-the-way-with-social-media/)
  • 吸引病患：
    • 手術event轉播
    • 請參與過療程病患寫blog或發佈在youtube上。
      • A patient who had surgery for a rare carcinoid cancer at the Nebraska Medical Center and shared her cancer experience via YouTube generated so many requests for the surgery that it prompted NMC to open a monthly clinic for the condition.
  • 教育病患
  • 尋找潛在客戶leads並主動溝通:
    • 主動出擊找病人上門，譬如透過Twitter日日搜尋，有提到自己服務醫院的名字，就把對方加入
    • 線上客服 The Sarasota Memorial Hospital is using Twitter to actively answer patient questions and provide real time customer service and support for patients and their family.
  • R&D: 請病人參加臨床實驗(clinical trials)
  • 強化醫院機構專業形象
    • The President and CEO of Beth Israel Deaconess Medical Center in Boston is using a blog to share an opinion and comment on behalf of the hospital on the possibility of a public health insurance plan.
]]> http://blog.roodo.com/ad264/archives/9067001.html http://blog.roodo.com/ad264/archives/9067001.html 數位創意欣賞 Tue, 26 May 2009 14:06:43 +0800