[2016 Silver] NSW : Sneaker Slam Mobile Site, Safe & Sound Music Player

모바일, 앱, 모바일 웹에서 구현된 크리에이티브를 통틀어 시상하는 모바일 부문.

이번에는 모바일을 이용,  축제와 함께 사람들에게 영향을 미친 작품을 소개합니다.

 

                                              

AD STARS 2016 Silver

NSW : Sneaker Slam Mobile Site,

Safe & Sound Music Player

                                                                         

 Mobile 부문 Silver 수상작  NSW : Sneaker Slam Mobile Site

모바일, 앱, 모바일 웹에서 구현된 크리에이티브를 통틀어 시상하는 모바일 부문.

이번에는 모바일을 이용,  축제와 함께 사람들에게 영향을 미친 작품을 소개합니다.

NIKE의 과거, 현재, 미래 혁신에 대해 중국 팬들에게 인식시키고, 세계 문화에 영향을 끼칠 수 있는 캠페인.

나이키의 역사에 대해 중국 청소년들에게 소개하고 교육시키기 위한 "SNEAKER SLAM"이 바로 이것인데요.

캠페인은 오프라인 행사를 공유하였으며 3D 웹 모바일 사이트를 통해 WECHAT, 중국의 가장 큰 소셜 앱 및 웹 포털을 통해 퍼져나갔습니다!

많은 사람들이 나이키에 휩싸인 축제였는데요.

오프라인 행사에 모바일을 이용 온라인으로 스포츠와 문화의 교류를 만든 작품이었습니다!

 NSW : Sneaker Slam Mobile Site

Advertiser/Client | Nike Greater China

Brand | Nike Sports Wear

Company | akqa

NIKE IS KNOWN FOR REVOLUTIONIZING THE SNEAKER GAME THROUGH ITS HISTORY OF INNOVATION AND CULTURE ON AND OFF THE COURT. BUT IN CHINA, KIDS ROCKED THE SHOES, BUT DON’T KNOW THE STORIES BEHIND THEM.

HOW DO WE CREATE A CAMPAIGN THAT WILL EDUCATE CHINA'S SNEAKER FANS ABOUT NIKE'S PAST, PRESENT, AND FUTURE INNOVATIONS AND COMMUNICATE ITS IMPACT ON CULTURE AROUND THE WORLD.

FROM THE LAB TO THE STREETS, TO THE COURTS, TO THE CLUBS, TO THE PEOPLE WHO MADE IT THEIR OWN. NIKE MADE SNEAKER HISTORY. BUT IN CHINA, KIDS ROCKED THE SHOE, BUT DIDN'T KNOW THE HISTORY BEHIND THEM. NIKE DROPPED KNOWLEDGE WITH SNEAKER SLAM, A FESTIVAL THAT DEFINED NIKE’S LEGACY. 

TO INTRODUCE AND EDUCATE CHINESE YOUTH ABOUT NIKE’S HISTORY, WE CREATED “SNEAKER SLAM” - THE SNEAKER FESTIVAL OF THE DECADE IN ASIA, LAUNCHED TO EMPOWER KIDS TO EMBRACE NIKE'S LEGACY AND CREATE THEIR OWN.

THE CAMPAIGN KICKED OFF WITH AN INTERACTIVE SNEAKERVERSE, A KICKS UNIVERSE THAT SHARED KNOWLEDGE AND TESTED THEM ON IT, BROUGHT TO LIFE THROUGH A 3D WEB GL MOBILE SITE ON WECHAT, CHINA'S BIGGEST SOCIAL APP AND WEB PORTAL. 

THE SITE IMMERSED KIDS IN NIKE’S STORIED PAST, INNOVATIVE PRESENT AND VISIONARY FUTURE, COMMUNICATING IT’S IMPACT ON CULTURE WORLDWIDE. THE TOP 6 SCORERS CAME TO “SNEAKER SLAM SHANGHAI” ? A 1 WEEK FESTIVAL THAT BROUGHT TOGETHER STREET ICONS FROM AROUND THE GLOBE.

FOR KIDS IN CHINA, SNEAKER SLAM MADE THE SUMMER OF 2015 UNFORGETTABLE. IT IMMERSED THEM IN NIKE’S LEGACY, AND INVITED THEM TO BE A PART OF HISTORY IN THE MAKING.

THE MOBILE SITE RAISED THE BAR ON ENGAGEMENT, AVERAGING 4 MINUTES ON TIME SPENT PER USER, DOUBLING THE INDUSTRY STANDARD. AT LAUNCH, 4,500 FANS SPENT OVER 30 MINUTES EXPLORING THE SITE ? A RECORD IN NIKE CHINA HISTORY.

ON SOCIAL MEDIA, SNEAKER SLAM EXPANDED THE CHINESE SNEAKER MOVEMENT. THE HASHTAG #鞋念狂潮# PICKED UP 34 MILLION IMPRESSIONS, INCREASING ENGAGEMENT TO NIKE BY 112% COMPARED TO THE PREVIOUS YEAR. 

34MM - MEDIA IMPRESSIONS

45K - FANS SPENT 30MIN+ ON CAMPAIGN SITE

4MIN - AVERAGE TIME SPENT, 2X INDUSTRY STANDARD

 Mobile 부문 Silver 수상작  Safe & Sound Music Player

더욱 가치있는 모바일 부문의 작품들을 계속해서 소개합니다.

지난 몇 년간 헤드폰 방해는 도로 사고의 원인 중 하나였습니다.

도로를 걸을 때 헤드폰을 이용하면 주위를 살피기 힘들기 때문에

그들은 좋아하는 음악을 듣는 동안 목숨을 잃게 되었습니다.

음악을 들으면서 걷는 것은 보행자 뿐만 아니라 자동차, 오토바이 등 모두에게 위험 할 수 있습니다.

사람들이 생명을 위협하는 이 위험을 인식하고 피하는 것을 어떻게 도울 수 있을까,

이를 위해 보행자가 안전하게 음악을 들을 수 있는 세계 최초의 음악 앱을 만들게 됩니다.

SAFE & SOUND Music Player,

위치 추적 기능을 통합하여, 사용자는 앱에서 바로 곡을 재생하고 이어폰을 꽂은 상태로 걸어다닐 수 있습니다.

사고가 많이 일어나는 도로 근처로 접근하면, 앱이 자동으로 음악 볼륨을 낮추며, 주변 소음에 집중할 수 있도록 마이크를 활성화합니다.

그렇게 사람들은 주위를 더 잘 인식하고 사고의 위험을 낮출 수 있었습니다.

또한 스마트 속도 추적 시스템을 사용하여 사용자가 자동차 또는 대중 교통을 이용할 때는 Safe 모드가 활성화되지 않습니다.

안전하고 건강한 음악 플레이어, 사람들을 위한 모바일 부문의 작품이었습니다!

 Safe & Sound Music Player

Advertiser/Client | LMG INSURANCE

Company | BBDO BANGKOK

In these past years, headphones distraction has been one of the causes of road accidents. Numbers of pedestrians in Thailand have lost their lives while walking on road and listening to the music they love because using headphones make them unaware of the surroundings. These include car, motorbike, and train, which can be dangerous to themselves and everyone on the road.

LMG Insurance’s mission is to liberate people’s life from worry. We wants to help people to be aware and avoid this life-threatening risk. But how can we help save their life ..when music is their life?

Introducing SAFE & SOUND Music Player, The world’s first music app for pedestrians’ safer music experience. The built-in mode in music px-x-x-x-x-x-x-layer app allows everyone to enjoy the music while also avoiding road accident.  By integrating the Location Tracking feature, users can play their tunes right from the app and walk with their headphones on. When they approach main road or a rail track, where accidents mostly occur, the app will automatically lower the volume of the music to 70% and activating the microphone to allow the surrounding noise to come in by 30%. By doing so, people can be more aware of the surrounding, lowering the risk of accidents. For best music experience, by using smart speed tracking system, SAFE&SOUND mode will not be activated when user is on car or mass transit. The app is available for every music lovers to download on Google Play.

Safe & Sound Music Player is appreciated by music lovers and significant public figures, including Bangkok Counselor, Thai artists, and journalist. The app has been activated more than 150,000 times since launched and still counting. And most importantly, people are currently listening to music safely 6,000 hours a day.