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一汽大众奥运火炬传递活动广告创意 点击作品放大
Tribal DDB Shanghai, the digital arm of DDB Group China, today launched a new campaign for FAW VW, "The Official car supplier of the 2008 Olympic Torch relay.” The ground breaking campaign is aimed at bringing the torch relay to the online community, and marketing FAW VW specifically to China’s bloggers, of which there are 100 million.
The Olympic Torch Relay in China takes place over 97 days. VW will provide over 1000 vehicles for the convoy, as well as the logistics and planning of this extremely ambitious project. The total distance of 40,000 kilometers spans 31 provinces and 113 cities. The Torch will even travel up Mouth Everest. 20,000 torch bearers will carry the torch for 200 meters each. Over half a million people are expected to watch the torch live as it travels through their home town.
The objective of the campaign is to “own the road, digitally”: to market FAW VW and bring the torch relay event to the online community in China, thus engaging with a potential 200 million people. Tribal DDB has found a way for everyone in China to cheer for the Olympics by using VW as their “vehicle”…
With minimal media budget Tribal DDB Shanghai have created an innovative campaign to attract the blogging community. http://www.faw-vw.com/honkforchina/The idea is that People around the country can “Honk for China” on their blogs. Honking is the ultimate expression of excitement and support whilst driving. Tribal DDB has brought the honking concept online in a truly interactive campaign. The clever low cost viral mechanic engages bloggers from the moment they write about the torch or Olympic spirit in their hometown.
As soon as they link their article to the official FAW WV torch relay map website, they receive a “Honking Badge” which they embed into their blogs.
The blogger can compose his personalized tune using different horn sounds from FAW VW vehicles. Each time someone honks his horn it will play the tune, and a special counter on the blog will go up. The higher the counter, the more he stands to win a prize such as an all inclusive trip to Beijing and access to opening and closing ceremony at the Olympics or a 1 year FAW VW car lease
A banner ad features on Sina’s Home Blogpage (one of China’s most popular blog portals) The banner will also include a live update of the highest ranked bloggers, according to the Honking Counter.
Dirk Eschenbacher, Executive Creative Director, Tribal DDB: “This is such an exciting campaign. We’re thrilled to be working with FAW VW on the Olympic Torch Relay and brining it to the digital space. Bloggers are China’s most powerful online community; if you can win them to support your cause, then your campaign can engage the audience on a much more realistic, truthful and relevant level”
Tribal DDB Shanghai connects with China's bloggers in a new campaign for FAW VW -->Clicking the design work enlarges
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标题：一汽大众奥运火炬传递活动广告创意 代理：
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- 出处：国际设计在线 编辑：adworld