2008oneshow互动类金奖作品 The Piss Screen(小便屏)

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The Brief

Try to encourage people to take a taxi with Frankfurt Taxi Services after they’ve had a few drinks, rather than get behind the wheel of their own car.

简报：为了鼓励人们（特别是男性同胞）在喝完酒之后，不去驾驶自己的汽车，而是改用Frankfurt公司的出租车服务。

The Challenge

So how to capture the attention of any potential drunk drivers? Well, where do most people go when they’re drunk? (Apart from the bar, that is. Or maybe a kebab.) They go to the toilet. As such, we thought the urinal would be the perfect medium to reach our target audience in a fresh, surprising way.

挑战：

所以我们怎么去影响潜在的消费者呢？那些喝酒的人最频繁去的地方是哪里呢？（酒吧？或是烧烤店？）他们去厕所，所以我们联想了一个完美的媒体--小便器，来到达我们的消费者，一个很惊人的方式。

（笔者评语：其实这个小便器创意，在托马斯的《口碑营销》里面就有提到了，大家可以找这本书看看）

Our Solution

The Piss-Screen - a pressure-sensitive inlay set within urinals, enabling users to play while they pee. We installed this newfangled creation in male restrooms across Frankfurt, teaming up with a variety of bars, clubs and cafés. The game itself was displayed on a screen above each urinal, and would automatically start as soon as someone began to pee. The player could then control the car whilst relieving himself – if they wanted the car to go right, they simply peed to the right
(and visa versa).

我们的解决方法：

小便屏--一个装在小便器的压力感应器，人们（特别是男人）可以使用小便玩游戏。（视频有演示），我们把这种新奇有创造力的东西安装在了法兰克福多种酒吧、咖啡厅、俱乐部男性厕所等里面。这个（汽车）游戏本身就显示在小便器的墙体上面的，然后会随着小便，而自动开始（游戏）。这游戏者（小便的人）能控制汽车，当他们想让汽车往右行驶的时候，就往右尿尿就可以了！^_^

The Message

“Too pissed to drive?”

“Take a Taxi instead”

“Call: 069-733030″

这是游戏视频里面的文字！

结果：看看就明白了不翻译了！

Overall:

- 2.400.000 hits at Google

- 500.000 visits on the Site

- Hundreds of postings on major A-Blogs

- Press releases in Gear-Magazin

- Press inquiries from Gee Magazin, Rolling Stone, FHM, Sunday Times

小便感应器的制作过程!

更多：2008oneshow金铅笔互动类专题报道

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