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FOOK PRESENTATION
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Transcript of FOOK PRESENTATION
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Brief:
Get: fellow university student peers.
To: take the first step in relationships with peers from the other side of the world.
By: opening their minds to new perspectives.
摘要:
受众: ⼤大学⽣生群体。
⺫⽬目的: 迈出与世界另⼀一端同龄⼈人沟通的第⼀一步。
⽅方式: 启发新的思维⽅方式,拓宽眼界。
Why aren’t there more friendships between American and Chinese students?
为什么中美学⽣生之间没有更进⼀一步的交流?
Negative stereotypes Fear of taking the first step Lack of cultural knowledge
Language barrier
Insight:
负⾯面的刻板印象 不敢迈出第⼀一步 尴尬的冷场 语⾔言障碍
出发点:
To seek out and celebrate differences, students must overcome ignorance and racism.
为了更好的体验差异带来的乐趣, 学⽣生们必须克服对彼此的不了解和偏⻅见。
A single ad campaign can’t solve racism.
单单⼀一个⼲⼴广告提案并不可以从根本上解决偏⻅见。
But it can help students overcome their fear and take the first step toward communicating.
但它可以帮助学⽣生们克服恐惧, 并轻松地迈出沟通的第⼀一步。
Make students want to talk to each other +
Help them do it
让学⽣生们想要交流 +
帮助他们去实现
Strategy:
Make students want to talk to each other +
Help them do it
让学⽣生们想要交流 +
帮助他们去实现
Strategy:
What do Chinese college students have in common with American college students?
中国学⽣生和美国学⽣生之间有什么相似之处?
What if we combined American and Chinese slang terms into a brand new language?
如果我们把美国和中国当下的流⾏行语 结合成⼀一种全新的语⾔言呢?
To get students talking to students.
让学⽣生开始与彼此说话。
WTF
TWEAKEDTHOT
BYE FELICIA 直男癌
RATCHET
IDFC 累觉不爱
GTFO
HELLA
IDFK
萌萌哒
绿茶婊
⼩小鲜⾁肉城会玩
fookTM
fookMy teacher never taught me this.
⽼老师怎么不教这些
TM
fookMy teacher never taught me this.
⽼老师怎么不教这些
TM
The app caters to the interests of two very different groups of students.
这个应⽤用程序是为了激发这两个截然不同群体的兴趣。
Interactive posters call students to action with collectable words and points.
互动性的海报让学⽣生主动收集新词并得到奖励分数。
““ D
Collect. Earn.
Connect.
收集。 收获。 联结。
But we didn’t stop there…
但是我们想要的不仅如此....
We asked students, “How far would you go for a free beer?”
我们问过学⽣生们, “你愿意付出什么⽽而获得⼀一杯免费的啤酒?”
This wouldn’t be a campaign directed at college students if we failed to include social media.
学⽣生们不只是在坐出租⻋车时感到⽆无聊, 他们每三分钟就会开始⽆无聊 。
Connect Fook to Facebook and see who else is scanning.
⽤用Facebook登陆Fook, 就可以匹配到同⼀一时段使⽤用该功能的⽤用户
Enhance a snapchat selfie with Fook filters.
Fook滤镜让Snapchat变得更有意思。
fook
Fook understands students.
Fook懂得学⽣生想要什么。
And faster than you can refresh your Instagram feed, students will understand students.
⽐比你刷新Instagram的速度还要快, 学⽣生们将会互相理解。