Sl Benfica Safety Demonstration|短视频|广告营销案例【ADGuider广告指南】

本菲卡安全演示

案例简介：相关性阿联酋品牌的激活发生在本菲卡球场，这是本赛季最大的一场比赛。开球前几分钟，8 名阿联酋航空机组人员进入球场，进行了一场原始的赛前安全演示，积极吸引了超过 65.000 名 SL Benfica 球迷和新的主要赞助商。概要 2015 年，阿联酋航空成为葡萄牙最大足球俱乐部 SL Benfica 的主要赞助商。我们需要在本菲卡球迷旁边推广这项赞助。但是我们想成为球衣上的一个名字，并向 SL Benfica 球迷展示他们合作的品牌。所以我们决定在我们的比赛赞助商日，最大的里斯本德比本菲卡-体育 CP，在 65.000 人之前做点什么。战略本菲卡是葡萄牙最大的俱乐部，在全球拥有 1400万多名球迷。我们希望在球衣上不仅仅是一个名字，并向他们展示他们合作的品牌。所以我们决定在我们的比赛赞助商日，最大的里斯本德比中做些什么。我们必须回答两个决定性的问题: 1) 当粉丝习惯了各种品牌激活，而并不真正关心他们中的大多数时，我们如何吸引他们的注意力？ 2) 航空公司在足球比赛中扮演什么角色？所以我们专门为本菲卡球迷设计了安全说明。开球前几分钟，阿联酋航空机组人员进入球场，招待 65.000 名球迷。由于本菲卡拥有自己的家庭电视版权，这场特技表演在比赛前被现场直播，并被全世界数百万足球迷观看。整个特技都在阿联酋航空和本菲卡社交账户上在线分享。执行在最大的里斯本德比 (SL Benfica-Sporting CP) 前几周，我们创建、编排并录制了一套专为 SL Benfica 球迷设计的赛前安全说明。开球前几分钟，体育场发言人要求球迷们注意，因为他们即将在屏幕上展示一段安全演示视频。然后机组人员走到球场的中心，按照语音指令现场表演。由于 SL Benfica 拥有其家庭电视版权，这场特技表演在比赛前在本菲卡电视台现场直播，并被全球数百万足球迷观看。整个特技都是在阿联酋航空和本菲卡的 Youtube 和 Facebook 账户上录制、编辑和在线分享的。该视频成为新闻，仅在一周内，就被观看了 2400万次，在世界各地产生了 50.000 多条评论和 300.000 股。活动描述我们为 SL Benfica 球迷制作、编排和录制了赛前安全说明。在一场非常重要的比赛前，8 名阿联酋航空机组人员进入球场，用一场原始的赛前安全演示让 65,000 名球迷大吃一惊。这场特技表演在本菲卡电视台现场直播。整个特技随后由阿联酋航空和本菲卡在网上编辑和分享。结果这个特技是一个全球性的成功，无论是现场还是在线。只花了 8 名阿联酋航空机组人员和一个简单的想法来娱乐 65.000 名粉丝，让他们大笑、拍照、分享，最重要的是, 与大多数人不熟悉的品牌接触。在线,我们的特技成功是彻头彻尾的。我们在世界各地制作了新闻，产生了数不清的无偿媒体。仅在一周内，捕捉这一时刻的视频就吸引了 5000万名粉丝，被观看了 2400万次，并在世界各地的 Facebook 、 Twitter 和 YouTube 上产生了 50.000 条评论和 300.000 股,来自尤尔根 · 克林斯曼或贝利。

本菲卡安全演示

案例简介：Relevancy This Emirates brand activation took place in SL Benfica's stadium during one of the biggest games of the season.Minutes before kick-off, 8 Emirates cabin crew entered the pitch and performed an original pre-match safety demonstration that actively engaged over 65.000 SL Benfica fans with their new main sponsor. Synopsis In 2015, Emirates became the main sponsor of SL Benfica, Portugal's biggest football club. We needed to promote this sponsorship next to SL Benfica fans. But we wanted to be more than a name on a jersey and show SL Benfica fans the kind of brand they were teaming up with. So we decided to do something about it in our Match Sponsor Day, the biggest Lisbon derby SL Benfica – Sporting CP, before 65.000 people. Strategy Benfica is Portugal's biggest club, with more than 14 million fans worldwide.We wanted to be more than a name on a jersey and show them the kind of brand they were teaming up with. So we decided to do something about it in our Match Sponsor Day, the biggest Lisbon derby. We had to answer two decisive questions:1) How do we capture the fans' attention, when they’re used to every kind of brand activation and don’t really care about most of them?2) What’s an airline’s role in a football match?So we created safety instructions specially designed for Benfica fans. Moments before kick-off, Emirates cabin crew entered the pitch and entertained 65.000 fans.Since Benfica owns its home TV rights, the stunt was broadcasted live before the match and watched by millions of football fans worldwide.The entire stunt was shared online on both Emirates and Benfica social accounts. Execution Weeks before the biggest Lisbon derby (SL Benfica – Sporting CP), we created, choreographed and recorded a set of pre-match safety instructions specially designed for SL Benfica fans. Minutes before kick-off, the stadium speaker asked for fans attention as they were about to show a safety demonstration video on the screens. The cabin crew then walked to the centre of the pitch and performed it live according to the voice over instructions. Since SL Benfica owns its home TV rights, the stunt was broadcasted live on Benfica TV before the match and watched by millions of football fans worldwide.The entire stunt was recorded, edited and shared online on both Emirates and SL Benfica Youtube and Facebook accounts. The video made the news and, in just one week, was watched over 24 million times, generating over 50.000 comments and 300.000 shares all around the world. Campaign Description We created, choreographed and recorded pre-match safety instructions specially designed for SL Benfica fans. Moments before a very big match, 8 Emirates cabin crew members entered the pitch and surprised 65 thousand fans with an original pre-match safety demonstration.The stunt was broadcasted live on Benfica TV. The entire stunt was then edited and shared online by Emirates and SL Benfica. Outcome The stunt was a global success, both live and online.It only took 8 Emirates cabin crew members and a simple idea to entertain 65.000 fans, getting them to laugh, take pictures, share and, most of all, engage with a brand most of them were not familiar with.Online, our stunt success went absolutely through the roof.We made the news all over the world, generating uncountable unpaid media.In only one week, the video capturing the moment reached 50 million fans, was watched over 24 million times and generated over 50.000 comments and 300.000 shares on Facebook, Twitter and YouTube all around the world, from the likes of Jurgen Klinsmann or Pelé.