Description
great collection of Amnesty international ads in the end
AUDI AUGMENTED REALITY CALENDAR 2010
AUDI AUGMENTED REALITY CALENDAR 2010
PRODUCT DESCRIPTION: AUDI A1
Agency: Neue Digitale/Razorfish, Berlin, Germany A1 Launched at: International Geneva Motor Show 2010 Projected as a Super Mini-class car with a:
Distinctive Design ? Intelligent Turbo Engine ? Sporty, Steering Engine
?
AUGMENTED REALITY
Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer generated imaginary In simple terms:
?
Combines Real & Virtual World Is interactive in Real Time Is registered in 3D Can add graphics, sounds, haptic feedback
?
?
?
An Unconventional & Interactive Tool for Advertising
AUGMENTED REALITY CAMPAIGN - PURPOSE Customers & Fans Calendar Creating Buzz Audi A1
• Brand Engagement • Make them feel privileged • Advertising Audi A1 • Differentiating from other car calendars • An innovative Idea • Online Advertising • A luxury car capable of sustaining challenging landscapes & climates
AUGMENTED REALITY CAMPAIGN
Segmentation
• Premium Product • High-end Customers
Target
Differentiation Positioning
• Existing Customers • Concentrated Marketing • Research to ensure target segment owned iPhone
• First Car Calendar without Cars • Augmented Reality
• Image Positioning • Create a customer Experience – “WOW” Effect • A tough luxury Car
AUGMENTED REALITY CAMPAIGN
Cons:
?
Concept given more importance than the product Too much effort expected from the viewer Only Calendar per say wasn’t attractive Rarely would be viewed more than once with the App
?
?
?
DEATH TO DEATH PENALTY
ABOUT AMNESTY INTERNATIONAL
• Founded in London in 1961 • Worldwide movement for internationally recognized human rights for all • Motto : “It is better to light a candle than to curse the darkness.”
• More than 2.8 million members and supporters in 150 countries and regions • Mission is to conduct research and generate action to prevent and end grave abuses of human rights • Activists take up human rights issues by mobilizing public pressure through mass demonstrations, vigils and direct lobbying as well as online and offline campaigning
Amnesty Intl Takes Action To
• Stop violence against women • Defend the rights and dignity of those trapped in poverty • Abolish the death penalty • Oppose torture and combat terror with justice • Free prisoners of conscience • Protect the rights of refugees and migrants • Regulate the global arms trade
Activities Carried Out
• • • • • • • • Send Experts To Talk With Victims Observe Trials Interview Local Officials Liaise With Human Rights Activists Monitor Global And Local Media Publish Detailed Reports Inform The News Media Publicize Our Concerns In Documents, Leaflets, Posters, Advertisements, Newsletters And Websites
Putting Pressure Through……
• • • • • • • • • • • Public Demonstrations Vigils Letter-writing Campaigns Human Rights Education Awareness-raising Concerts Direct Lobbying Targeted Appeals Email Petitions And Other Online Actions Partnerships With Local Campaigning Groups Community Activities Co-operation With Student Groups
SOME CAMPAIGNS OF AMNESTY INTERNATIONAL
COMMUNICATION
• Cognitive learning to change mental state by conditional response • Strategies to change viewers attitude & perception
• IMC to include TV, online, pamphlets, out of home media & print ads
CONTD……
• SEGMENTATION
abolished death penalties & those who have not. Clearly measurable • TARGETING
“Psychographic segmentation” - Based on countries & their people who have
“Niche or Concentrated Targeting “
– Target group are countries & their people who have not abolished it yet
CONTD….
• POSITIONING
“Image Positioning for Protecting Human Rights “
• THE MESSAGE
“Stop Death Penalty “
doc_211899623.pptx
great collection of Amnesty international ads in the end
AUDI AUGMENTED REALITY CALENDAR 2010
AUDI AUGMENTED REALITY CALENDAR 2010
PRODUCT DESCRIPTION: AUDI A1
Agency: Neue Digitale/Razorfish, Berlin, Germany A1 Launched at: International Geneva Motor Show 2010 Projected as a Super Mini-class car with a:
Distinctive Design ? Intelligent Turbo Engine ? Sporty, Steering Engine
?
AUGMENTED REALITY
Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer generated imaginary In simple terms:
?
Combines Real & Virtual World Is interactive in Real Time Is registered in 3D Can add graphics, sounds, haptic feedback
?
?
?
An Unconventional & Interactive Tool for Advertising
AUGMENTED REALITY CAMPAIGN - PURPOSE Customers & Fans Calendar Creating Buzz Audi A1
• Brand Engagement • Make them feel privileged • Advertising Audi A1 • Differentiating from other car calendars • An innovative Idea • Online Advertising • A luxury car capable of sustaining challenging landscapes & climates
AUGMENTED REALITY CAMPAIGN
Segmentation
• Premium Product • High-end Customers
Target
Differentiation Positioning
• Existing Customers • Concentrated Marketing • Research to ensure target segment owned iPhone
• First Car Calendar without Cars • Augmented Reality
• Image Positioning • Create a customer Experience – “WOW” Effect • A tough luxury Car
AUGMENTED REALITY CAMPAIGN
Cons:
?
Concept given more importance than the product Too much effort expected from the viewer Only Calendar per say wasn’t attractive Rarely would be viewed more than once with the App
?
?
?
DEATH TO DEATH PENALTY
ABOUT AMNESTY INTERNATIONAL
• Founded in London in 1961 • Worldwide movement for internationally recognized human rights for all • Motto : “It is better to light a candle than to curse the darkness.”
• More than 2.8 million members and supporters in 150 countries and regions • Mission is to conduct research and generate action to prevent and end grave abuses of human rights • Activists take up human rights issues by mobilizing public pressure through mass demonstrations, vigils and direct lobbying as well as online and offline campaigning
Amnesty Intl Takes Action To
• Stop violence against women • Defend the rights and dignity of those trapped in poverty • Abolish the death penalty • Oppose torture and combat terror with justice • Free prisoners of conscience • Protect the rights of refugees and migrants • Regulate the global arms trade
Activities Carried Out
• • • • • • • • Send Experts To Talk With Victims Observe Trials Interview Local Officials Liaise With Human Rights Activists Monitor Global And Local Media Publish Detailed Reports Inform The News Media Publicize Our Concerns In Documents, Leaflets, Posters, Advertisements, Newsletters And Websites
Putting Pressure Through……
• • • • • • • • • • • Public Demonstrations Vigils Letter-writing Campaigns Human Rights Education Awareness-raising Concerts Direct Lobbying Targeted Appeals Email Petitions And Other Online Actions Partnerships With Local Campaigning Groups Community Activities Co-operation With Student Groups
SOME CAMPAIGNS OF AMNESTY INTERNATIONAL
COMMUNICATION
• Cognitive learning to change mental state by conditional response • Strategies to change viewers attitude & perception
• IMC to include TV, online, pamphlets, out of home media & print ads
CONTD……
• SEGMENTATION
abolished death penalties & those who have not. Clearly measurable • TARGETING
“Psychographic segmentation” - Based on countries & their people who have
“Niche or Concentrated Targeting “
– Target group are countries & their people who have not abolished it yet
CONTD….
• POSITIONING
“Image Positioning for Protecting Human Rights “
• THE MESSAGE
“Stop Death Penalty “
doc_211899623.pptx