Stada: EQUIPPING THE MOST EXPOSED|海报/平面|广告营销案例【ADGuider广告指南】

斯塔达: 装备最暴露的

案例简介：结果和有效性: 将来，当人们看到红领巾时，他们会首先将它与 Grippostad C 联系起来，Grippostad C 是一种烟道药物: 74% 对 Grippostad C 红领巾的认识 • 63% 用 Grippostad C 连接红领巾由于媒体的大规模回应，€ 360,000 赢得了媒体获得的媒体超过了媒体投资的 45 倍 Grippostad C-strong 对抗流感。创意执行: 那么，如何做到这一点？这是很容易的: 解决方案: 装备最暴露的人。我们为最著名的雕像提供红领巾。这些雕像对我们的目的来说是完美的，因为它们是唯一能忍受整个冬天漫长寒冷温度的雕像。红领巾成为终极挑逗。贴在每尊雕像上的贴纸加强了品牌和围巾之间的联系: Grippostad C-strong 对抗流感每个人都看到它，每个人都与它互动。由于抽样，每个人都戴着 Grippostad C 的红领巾。见解、战略和想法: 2011年3月: 德国很冷。当你环顾四周，你会看到厚厚的围巾，每个人都在打喷嚏和咳嗽。好消息是: Grippostad C 是最好的流感药物之一。但是: 我们有两个强大的竞争对手，两者都有更高的广告份额。我们的优势: 我们是唯一一个拥有强大而引人注目的关键视觉 -- 红领巾的人。然而，当人们看到红领巾时，他们中的大多数人会想到感冒，但不会当场想到 Grippostad C。他们不会将关键视觉与品牌联系起来。我们的挑战: 让红领巾成为 Grippostad C 的代名词

斯塔达: 装备最暴露的

案例简介：Results and Effectiveness: In future, when people see a red scarf, they will first associate it with Grippostad C, the flue medicine: • 74 % awareness for the red scarf of Grippostad C • 63% connected the red scarf with Grippostad C • €360,000 earned media due to massive press response • Earned media exceeds media investment by factor of 45 Grippostad C - strong against flu. Creative Execution: Well, how to do this? It is quite easy: The solution: Equipping the most exposed. We provide the most famous statues with red scarves. These statues are perfect for our purposes, as they are the only ones to endure all winter long freezing temperatures. The red scarf becomes the ultimate teaser. Stickers attached to every statue strengthen the connection between brand & scarf: Grippostad C – strong against flu Everybody sees it, everybody interacts with it. And due to a sampling everybody wears the red scarf of Grippostad C. Insights, Strategy and the Idea: March 2011: It is freezing cold in Germany. When you look around, you see thick scarves, everybody is sneezing and coughing. The good news: There is Grippostad C – one of the best flu medicines. But: We have two strong competitors, both with a much higher Share of Advertising. Our advantage: We are the only ones with a strong and eye-catching key visual – a red scarf. However, when people see a red scarf, most of them would think of catching a cold, but wouldn’t think of Grippostad C right on the spot. They don’t link the key visual to the brand. Our challenge: Making the red scarf synonymous with Grippostad C.