多元而精準的創意執行--rich media創新應用技巧
DESCRIPTION
《數位行銷學院》2011數位行銷年度經典完全公開12/22課程簡報檔Presented by 奧美廣告 創意總監蔡智翔Sean TsaiTRANSCRIPT
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一個廣告人的自問自答
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誰
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偉大的創作家很少具有溫和的個性〈他們是不易相處的自我主義者︽是現代企業中不受歡迎的一群〈
○大衛 奧格威●FFeeww ooff tthhee ggrreeaatt ccrreeaattoorrss hhaavvee bbllaanndd ppeerrssoonnaalliittiieess..
TThheeyy aarree ccaannttaannkkeerroouuss eeggoottiissttss,, tthhee kkiinndd ooff mmeenn wwhhoo aarree uunnwweellccoommee iinn tthhee mmooddeerrnn ccoorrppoorraattiioonn.. --DDaavviidd OOggiillvvyy
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偉大的創作家很少具有溫和的個性〈他們是不易相處的自我主義者︽是現代企業中不受歡迎的一群〈
○大衛 奧格威●FFeeww ooff tthhee ggrreeaatt ccrreeaattoorrss hhaavvee bbllaanndd ppeerrssoonnaalliittiieess..
TThheeyy aarree ccaannttaannkkeerroouuss eeggoottiissttss,, tthhee kkiinndd ooff mmeenn wwhhoo aarree uunnwweellccoommee iinn tthhee mmooddeerrnn ccoorrppoorraattiioonn.. --DDaavviidd OOggiillvvyy
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藝術X廣告Tuesday, December 20, 11
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蔡智翔Tuesday, December 20, 11
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mission:
“experimental & entertainment”
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GGooooggllee提供的搜索服務被查詢超過669944,,444455次
FFlliicckkrr上有超過66,,660000張照片被上傳..
660000條共計2255小時的vviiddeeoo被上傳到yyoouuttuubbee
在ffaacceebbooookk上有669955,,000000條狀態更新,,7799336644篇文章和551100004400評論被發布..
7700個新域名被註冊
超過116688,,000000,,000000EEmmaaiill被發送
332200個新的帳戶和9988000000條微博在社交網站ttwwiitttteerr產生
iipphhoonnee aapppp被下載超過1133,,000000次
2200,,000000個新貼子在微博客平台ttuummbblleerr上發布
ffiirreeffooxx的下載次數超過11770000次
WWoorrddPPrreessss被下載超過5500次
WWoorrddPPrreessss 插件被下載超過112255次
110000個帳號在專業社交網站LLiinnkkeeddiinn上註冊
YYaahhooooAAnnsswweerrss..ccoomm 有4400個問題產生
AAnnsswweerrss..ccoomm 有超過110000個問題產生
UUrrbbaannDDiiccttiioonnaarryy..ccoomm 增加一個新的解釋
超過11,,220000個廣告添加到CCrraaiiggsslliisstt
SSkkyyppee 的用戶產生超過337700,,000000分鐘的語音信息
在個性化音樂服務平台PPaannddoorraa提供超過1133,,000000小時的音樂流
最大的社會閱讀出版公司SSccrriibbdd有超過11,,660000篇被閱讀..
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Brands must integrate into the rhythm of people’s lives.
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“BEHAVIOR”
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大众银行 品牌大理想
大众银行相信,如果人们看见平凡大众的不凡价值,世界会变得更美好。
大众银行之所以美好,正因为它的名字-「大众」代表了每个人、群众、我们。
现今世界面对的许多问题,如金融风暴、经济不稳、战争与政治丑闻,多是由一小群所谓「社会菁英」所造成的。
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說故事的力量
讓大部份的人從故事裡反思自己
『生命中最重要的事是什麼』它提出一個問題,讓你自己去完成那個答案
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進入2010年,除了持續溝通Waterman「沒事多喝水 多做好事」的概念與「音樂行銷」外,必須有更多創新元素,且需要跟消費者有更深度的互動,期待引起並擴大共鳴,進而提升銷售。
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味丹多喝水的品牌價值需更上一層樓;提出的不只是觀點,更要增加年輕人的「關心度」 &「黏度」。
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把2009年Waterman在台下的廣大歌迷,變成一起在台上的歌手!
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相關連結:
http://work.omdigital.com.tw/OMDigitalWorks/2010/2010_2_cht.html
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相關連結:
http://work.omdigital.com.tw/OMDigitalWorks/2010/2010_5_cht.html
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digital storytelling
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think beta
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think useful
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people have power not you
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find a needs
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no rules
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“ why digital”
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Question?
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