Carsales AutoAds
Carsales推出了一个新的系列广告，它为其网站上销售的每一辆汽车都制作了广告，旨在每位私人卖家都能体验到汽车广告的性感与奢华。
为了更好地实现这个想法，CHE Proximity与屡获殊荣的喜剧导演Tony Rogers、演员Kai Smythe合作，运用了数百个场景并制成千上万支剪辑视频。
拍摄的视频与卖家的汽车照片结合在一起，通过一种特殊的算法，自动提取卖家的名字、车型、价格和里程表。
这个第一个针对澳大利亚汽车的活动，它产出了1.2万亿个独特的汽车广告，并且不会有两个相同的。
汽车和消费者的细节在每个广告上都是独一无二的，此外利用这个算法可以重新排列素材和脚本，还可以使用不同的线条和视觉效果。
Tony Rogers和他团队的动态脚本有数千条独特的线条和细微差别，技术、数据、设计和制作团队与智能技术结合在一起。
在Carsales上列出他们的汽车之后，每个卖家都会收到5个不同主题的40秒广告，卖家要对这些广告进行挑选并在社交页面上发布。
Carsales的CMO表示，这次活动表明该品牌致力于帮助澳大利亚人自信而轻松地销售他们的汽车。
AutoAds的创建是所有参与者的真正合作。
汽车广告
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02
03
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项目信息
品牌/广告主
carsales.com.au
营销机构
Creative Agency 创意代理商
CHE Proximity 墨尔本
参与者
奖项荣誉
2019
The One Show
Interactive & Online | Websites | Utility
Bronze Pencil
2019
AWARD Awards
Digital | Digital Campaign | Business to Consumer
Bronze
2019
AWARD Awards
Integrated Campaign
Silver
2019
AWARD Awards
Branded Entertainment & Content | Entertainment | Online, Campaign/Series
Silver
2019
AWARD Awards
Direct Marketing | Digital Direct Response, Campaign
Gold
2019
AWARD Awards
Best in Show
2019
AWARD Awards
Direct Marketing | Alternative Media, Campaign
Gold
2019
AWARD Awards
Branded Entertainment & Content | Co-creation / User Generated Content
Gold
2019
AWARD Awards
Film & Video | Television Commercial, Campaign. Any Length
Silver
2019
AWARD Awards
Craft in Advertising | Digital | Digital Utilities and Tools
Silver
2019
AWARD Awards
Digital | Social Media | Online Film, Campaign
Bronze
2019
ADFEST
Direct Lotus | Co-Created & User Generated Content
Grande of Lotus
2019
ADFEST
Media Lotus | Best Use of Digital
Gold Lotus
2019
ADFEST
Direct Lotus | Best Use of Film & Audio
Gold Lotus
2019
ADFEST
Direct Lotus | Best Use of Online
Gold Lotus
2019
ADFEST
Interactive Lotus | Best Use Of Technology | Use Of Data
Finalist
2018
Cannes Lions
Media | Use of Digital Platforms
Bronze
2018
Cannes Lions
Direct | Automotive
Silver
2018
CLIO Awards
Branded Content | Digital/Mobile
Silver
2018
CLIO Awards
Direct | Digital/Mobile
Gold
2018
CLIO Awards
Integrated Campaign | Product/Service
Shortlist
2018
CLIO Awards
Innovation | Medium Innovation
Shortlist
2018
CLIO Awards
Direct | Film
Gold
2018
CLIO Awards
Direct | Social Media
Gold
2018
Spikes Asia
Digital | Automotive
Gold Spike
2018
Spikes Asia
Digital Craft | Rich Media
Shortlist
2018
Spikes Asia
Digital | Social Business & Commerce
Bronze Spike
2018
Spikes Asia
Brand Experience & Activation | Automotive
Bronze Spike
2018
Spikes Asia
Digital | Social Video
Bronze Spike
2018
Spikes Asia
Film | Use of Film
Silver Spike
2018
Spikes Asia
Direct | Use of Digital Platforms
Bronze Spike
2018
Spikes Asia
Direct | Integrated Campaign Led by Direct
Shortlist
2018
Spikes Asia
Digital Craft | Data Storytelling
Bronze Spike
2018
Spikes Asia
Direct | Automotive
Silver Spike
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