Baidu Won Grand Award at 21th CIAF

钱钟书有句名言流传甚广,“如果你觉得鸡蛋好吃,何必非要看看下蛋的老母鸡呢!”要不要看“老母鸡”,因人而异;能不能看到,其实是个技术问题。获得第21届中国国际广告节长城奖互动创意铜奖的“云端牧场”项目,解决的就是这一经典难题。

Qian Zhongshu has a well-known saying: ”If you like the taste of an egg, why should you see the hen laying the egg!” While to see or not to see the “hen” varies from person to person and can or can not see is a technical problem. The “Cloud Pasture”project awarded the Interactive Creation Bronze of Great Wall Prize at the 21th China International Advertising Festival (CIAF) solves this classic problem.

清新的牧场里,奶牛们甩着尾巴悠闲地吃着草,感觉萌萌哒;下一个镜头,厂区里的工人正在仔细清洗沙床,或是专注挤奶。CCTV农业频道《走进牧场》的即视感有木有?这正是蒙牛联合百度打造的“云端牧场”,通过扫描包装盒上的二维码就可以实时观看动态的牧场、工厂生产的关键环节。

In the pasture full of fresh air, dairy cows are grazing comfortably while cutely swinging their tails; next scene: workers are carefully cleaning sand beds or milking. These just like the scenes shown in the program “A Visit to Pasture” on CCTV-7, right? This is just the “Cloud Pasture”made by Mengniu Dairy and Baidu and consumers can view the dynamic pasture and key processes of the plant in real time by scanning the QR code on the tetra pak.

依托百度强大的云技术,再结合百度地图、智能云摄像头以及轻应用三大移动技术,蒙牛精选牧场纯牛奶全产业链的“可视化云端追溯系统”得以呈现,全面刷新了传统乳业公司和消费者的沟通方式。那么现在问题来了,牛奶好喝,能实时看到牧场的奶牛,你看还是不看?

With the support by powerful cloud technologies of  Baidu and combining the Baidu Map, Smart Cloud Camera and Light App, the “Visual Cloud Traceability System” of the whole industry chain of Mengniu selected pure milk products is developed, fully refreshing the communication approach between traditional dairy company and consumer.So here comes the question: if you can drink the good-taste milk and see the dairy cows in the pasture in real time,you will go to see or not?

实在纠结,就喝可乐吧。这种棕色的、冒着气泡的饮料,风行全球127年,却也始终伴随着争议,碳酸饮料有损健康啦,人工添加剂啦等等。实话说,可口可乐在数字营销领域也是蛮拼的了,不断憋大招,改变品牌认知时刻,化解信誉危机。还好,评委们的眼睛是雪亮的,百度全平台整合营销“可口可乐那些事儿”包揽本届长城奖媒介营销金奖、互动创意优秀奖,可口可乐mini装百度魔图荣膺艾菲奖铜奖。

If it is really hard to choose, then turn to cola. This brown and bubbling beverage has been popular around the world for 127 years accompanied by ceaseless controversy such as carbonated beverage being harmful to health and containing artificial additives. To be honest, Coca Cola has done very well in digital marketing with great actions to change the brand recognition and address credit crisis.Fortunately, the judges have made wise choices: the integrated marketing project “Things About Coca Cola” through out all platforms fo Baidu won the Gold Prize in Media Marketing and Excellence Prize in Interactive Creation of the Great Wall Award and Coca Cola Mini – Photo Wonder won the Bronze of EFFIEAWARD this time.

来看看老革命是怎么解决新问题的。在覆盖近6亿网民的百度知道平台,可乐相关问题高达3500万。“可口可乐那些事儿”集结了可乐有趣的冷知识,用“一站到底”的趣味问答方式勾搭网友,无论是PC还是手机端轻应用,都能轻松过关斩将赢大奖。不会答题怎么办?take it easy,你不知道的,百度知道平台都知道。

Let’s look at how the traditional platform solve the new problems. In Baidu Zhidao (zhidao.baidu.com),there are up to 35 million questions related to Coca Cola. “Things About Coca Cola” collects some interesting knowledge about Coca Cola you may never knowand attracts netizens through interesting Q&A Contests. Consumers can participate the contest to win prizes easily through PC or mobile light App. Don’t know the answers?Take it easy, you can always find the answers in Zhidao.

通过搜索、知道平台、品牌专区,手机端轻应用的全系打通,活动上线一个月,可口可乐的搜索量攀升近8倍,活动展现量超过1亿次,创造了可乐基于搜索平台最大规模的公关传播活动。

As the mobile light App is interconnected to the search engine, Zhidao platform and brand zone, the search volume of Coca Colahas been approximately eight folded within one month after the activity is launched and the activity has been accessed for over 100 million times,creating the largest PR communication activity based on the search platform for Coca Cola.

对了,再说个bigger than bigger的事情,你们感受一下。10月25日在贵阳举办的“中国国际广告节”颁奖礼上,百度君获得了长城奖互动创意类和媒介营销类多个大奖,如耐克“搏上一切”-搜索非凡世界杯、万人线上音乐现场-Burberry男士香氛Brit Rhythm推广等。

In addition, let’s talk about a “bigger than bigger” thing. At the awards ceremony of the 21th China International Advertising Festival held in Guiyang on Oct. 25, Baidu won several grand prizes in interactive creation and media marketing of the GreatWall Award, such as “Risk Everything”– Search For Extraordinary World Cup for Nike and Online Music Live for Over Ten Thousands of People – for promotion of Burberry Brit Rhythm.

百度跨媒介、跨终端、跨软硬件的全平台营销实力,早已经甩传统的资源售卖式营销好几条街了。看看那些和百度做朋友的企业,用不了多久就会提升品牌美誉度,摘取广告节大奖,赢得消费者倾心,走向行业巅峰。想想,是不是有点小激动?

Baidu’s cross-media,-terminal and -software & hardware marketing throughout all platforms has already been well ahead of traditional resource-selling marketing. Look at enterprises cooperating with Baidu, they have successfully increased their brand reputation in short time, won prizes at advertising festivals and become industry leaders. Do you feel excited thinking of this?

中文来源:中国经济网

编辑&翻译:Steve 深圳市昆仲科技有限公司

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