ECI@創(chuàng)新案例 |Sold WithOut
ECI Awards 國際數(shù)字創(chuàng)新獎(jiǎng)中文簡稱國際艾奇獎(jiǎng)，由中國學(xué)者聯(lián)合27個(gè)國家和地區(qū)數(shù)字經(jīng)濟(jì)領(lǐng)域的創(chuàng)新專家學(xué)者共同發(fā)起，是公益性、學(xué)術(shù)性、獨(dú)立性研究教育機(jī)構(gòu)IECIA國際數(shù)字經(jīng)濟(jì)創(chuàng)新組織于2014年設(shè)立，也是全球第一個(gè)使用“創(chuàng)新的有效性”作為評價(jià)標(biāo)準(zhǔn)的數(shù)字創(chuàng)新的國際獎(jiǎng)項(xiàng)，也被譽(yù)為全球最具權(quán)威性與影響力的數(shù)字經(jīng)濟(jì)創(chuàng)新“諾貝爾獎(jiǎng)”。
通過表彰在商業(yè)模式、產(chǎn)品、服務(wù)、技術(shù)、營銷和管理類別中，以及個(gè)人和組織取得的最有創(chuàng)新性的成就，為創(chuàng)新加冕，不斷鼓勵(lì)和激勵(lì)世界各地在商業(yè)和創(chuàng)意產(chǎn)業(yè)的創(chuàng)新應(yīng)用與發(fā)展。
案例名稱：
Sold WithOut
所獲獎(jiǎng)項(xiàng)：元宇宙創(chuàng)新類類-消費(fèi)者互動(dòng)與體驗(yàn)類-金獎(jiǎng)
參賽機(jī)構(gòu)：Ogilvy Brasil
獲獎(jiǎng)品牌：BMW do Brasil
背景：
Because of problems in manufacturing due to the pandemic, the importation of automobile pieces collapsed in Brazil at the end of 2021. This caused stagnation in the local industry. At the same time, BMW was launching its most innovative car yet in Europe: the BMW iX. Our task was to launch the car in Brazil in January 2022. But how could we do that if the car hadn’t arrived yet in the country? How could we offer the same purchasing experience that the BMW consumer was used to? The lack of the product in the local market could amount to the target buying other brands.
So,our challenge was to engage the target, making it experience the iX, do a test-drive and prereserve a unit.
This Metaverse activation is the first of a kind when it comes to selling a luxurious/expensive car without having one to be tested by the clients in real life. The lauch ocurred in Metaverse and this model was sold out.
We modelled the new BMW iX in 3D and the result was very similar to the real car, to demonstrate the product itself, viewed from inside and outside. The 3D model was a perfect solution for dealers to show the car in Metaverse to pontential buyers.
Due to the logistic problem that prevented the BMW iX from being in Brazil, our strategy was to present it to the public in the gamer universe. To do that, we created a digital experience in the roleplaying server Complexo where there is a relevant phenomenon: the community’s players are in love with the brand. For the launch we invited one of Brazil most famous streamers and an automotive sector journalist. They did the first ever live car launch in the history of Twitch, the world’s biggest game platform with a huge audience composed mainly of users from the younger generations and technology early adopters. Every detail counts when it comes to purchasing a luxury car such as the BMW iX.
So, wetried to recreate it as real as possible in the digital medium. During the live launch, a link redirected the target for a pre-purchase reservation.
It was the first Metaverse car demonstration in Brazil streamed by Twitch and became a benchmark in the category. It hit the specialized news. Furthermore, the agency was contacted by clients from other categories because this case lured them to step into the Metaverse.
奧美啟發(fā)品牌和人們?nèi)ビ绊懯澜纭Ｗ源笮l(wèi)·奧格威于 1948 年創(chuàng)立公司以來，并一直致力于為客戶創(chuàng)造具有標(biāo)志性、文化影響且有價(jià)值驅(qū)動(dòng)力的創(chuàng)意。奧美以「無界創(chuàng)意」持續(xù)創(chuàng)造珍貴的資產(chǎn)，并通過人才與專長的交融，實(shí)現(xiàn)創(chuàng)新與運(yùn)營。奧美有來自公關(guān)、增長與創(chuàng)新、廣告、健康和消費(fèi)者體驗(yàn)領(lǐng)域的專家們，在 82 個(gè)市場的 132 個(gè)辦公室的網(wǎng)絡(luò)之下一同協(xié)作助力客戶。奧美隸屬于 WPP 集團(tuán)旗下（納斯達(dá)克股票代碼：WWPGY）。
ECI Media官方媒體矩陣
聯(lián)系我們
請掃下方二維碼
添加ECI專家助理-LEXI同學(xué)微信
加入【ECI創(chuàng)新者說】社群
為創(chuàng)新加冕 | 2022ECI AWARDS獲獎(jiǎng)名單揭曉
點(diǎn)擊即可閱讀
轉(zhuǎn)載請?jiān)谖恼麻_頭和結(jié)尾顯眼處標(biāo)注：作者、出處和鏈接。不按規(guī)范轉(zhuǎn)載侵權(quán)必究。
未經(jīng)授權(quán)嚴(yán)禁轉(zhuǎn)載，授權(quán)事宜請聯(lián)系作者本人，侵權(quán)必究。
本文禁止轉(zhuǎn)載，侵權(quán)必究。
授權(quán)事宜請至數(shù)英微信公眾號(hào)(ID: digitaling) 后臺(tái)授權(quán)，侵權(quán)必究。
評論
評論
推薦評論
暫無評論哦，快來評論一下吧！
全部評論（0條）