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Diadora 交付
案例简介：活动描述 通常我们以传统的方式运送我们的产品，因为我们希望重新推出 N9000，以不同的方式交付 -- 步行、跑步。我们与巴塞罗那的一家运动鞋商店合作，第一个顾客在不知不觉中预订了鞋子，并在整个欧洲进行了接力赛。从意大利的工厂到巴塞罗那的顾客家门口，70 名招聘人员跑了 9 天 1500 公里。 结果 这场运动在跑步之前、期间和之后都创造了大量的参与和参与。首先在招聘阶段，超过 1000 人申请参加活动。然后在跑步过程中参与，无论是在社交媒体上，还是在跑步过程中。运行后，人们可以通过互动网站重新体验整个体验。这场运动正在进行中，但已经显示出一些伟大的结果。-目前，我们正在关注整个欧洲市场、纽约和洛杉矶的近 1.5亿人。这些人平均看了两次，给我们留下了 280 多万的印象。这不包括博客文章和其他有机传播的内容。 -在视频视图方面，我们有超过 2500万 100% 个视图-平均会话持续时间接近 3 分钟以上 概要 意大利体育品牌迪亚多拉在几年的重组后想卷土重来。他们想利用他们标志性的跑鞋 N9000 的重新推出来创造他们的印记。该产品是在意大利卡拉诺 · 迪 · 圣马可的工厂手工制造的。我们希望利用此次发布会吸引欧洲各地的客户，并强调他们作为体育和跑步品牌的地位。“让它变得明亮” 是迪亚多拉的一个关键价值，所以目标是创造一些吸引人的东西来挑战这个类别并反映运动的乐趣。 战略 我们想创造一个真实的和相关的 N9000 的发布，可以证明 Diadora 是什么。这场运动应该是真实的，并挑战这个类别。我们的目标观众是欧洲热爱运动的人。以他们觉得相关的方式与这些人接触是一项重要的任务。我们希望创建一个平台，让我们能够让人们直接参与活动，并创建我们可以在不同渠道使用的内容，以激发与人们的对话 执行 巴塞罗那的一家运动鞋商店被选中是因为它在预购的九天时间限制内。在这里，第一个订购鞋子的人会得到一个壮观的交货。在活动的第一阶段，我们通过社交媒体招募跑步者。专注于跑步会发生的领域。来自 9 个不同国家的本地跑步者、员工和 “英雄跑步者” 的混合创造了一个跑步者链，将盒子带到了 1500 公里的欧洲。跑步记录在案，并通过社交媒体实时分享。之后，人们可以通过纪录片和互动网站重新体验整个体验。运行允许 Diadora 展示他们不同的产品，让目标群体参与进来，并创建独特的内容 -- 所有这些都是代表一个幸运的客户订购新的 n9000。
Diadora 交付
案例简介：Campaign Description Usually we ship our products the traditional way, for the re-launch of the N9000 we wanted do to a different kind of delivery -by foot, running. We partnered up with a sneaker store in Barcelona and the first customer pre-ordering the shoes unknowingly sat in motion a relay run across Europe. 70 recruited people ran 1500 kilometers for 9 days, from the factory in Italy to the customers doorstep in Barcelona. Outcome The campaign created a lot of engagement and involvement both before, during and after the run. First in the recruitment phase where over 1000 people applied to take part in the event. Then by engagement during the run, both in social media, and along the route of the run. After the run people can re-live the whole experience through the interactive website. The campaign is on-going but can already show some great results. - Currently we are looking at an overall reach of close to 150 million people across the European markets, NYC and LA. These people have on average seen it twice, which leave us at 280+ million impressions. This does not include blogger articles, and other content that has organically been spread from this.- In terms of video views we have over 25 million 100% views-The average session duration is close to over 3 minutes Synopsis The Italian sports brand Diadora wanted to make a comeback after a few years of reorganization. They wanted to use the re-launch of their iconic running shoe the N9000 to make their mark. The product is hand made in their factory in Caerano di San Marco, Italy. We wanted to use the launch to engage customers across Europe, and underline their position as a sports- and running brand. “Make it Bright” is a key value for Diadora, so the goal was to create something engaging that could challenge the category and reflect the joy of sport. Strategy We wanted to create a real and relevant launch of the N9000 that could prove what Diadora is all about. The campaign should be real and challenge the category. Our target audience was sport-loving people in Europe. It was an important task to engage this people in a way they felt relevant. We wanted to create a platform that allowed us to involve people directly in the campaign, and create content that we could use in different channels to spark conversation with people Execution A sneaker store in Barcelona was chosen because it was within running distance for the nine days’ time limit of the pre-order. Here the first person ordering the shoes, would get a spectacular delivery. In the first stage of the campaign we recruited runners through social media. Focusing on the areas where the run would take place. A mix of recruited local runners, employees and "hero runners" from 9 different countries created the chain of runners bringing the box the 1500 kilometers across Europe. The run was documented and shared Live through social media. Afterwards people could re-live the whole experience through a documentary and an interactive website. The run allowed Diadora to showcase their different products, involve the target group along the way and create unique content - all on behalf of one lucky customer ordering the new N9000.
The Diadora Delivery
案例简介：活动描述 通常我们以传统的方式运送我们的产品，因为我们希望重新推出 N9000，以不同的方式交付 -- 步行、跑步。我们与巴塞罗那的一家运动鞋商店合作，第一个顾客在不知不觉中预订了鞋子，并在整个欧洲进行了接力赛。从意大利的工厂到巴塞罗那的顾客家门口，70 名招聘人员跑了 9 天 1500 公里。 结果 这场运动在跑步之前、期间和之后都创造了大量的参与和参与。首先在招聘阶段，超过 1000 人申请参加活动。然后在跑步过程中参与，无论是在社交媒体上，还是在跑步过程中。运行后，人们可以通过互动网站重新体验整个体验。这场运动正在进行中，但已经显示出一些伟大的结果。-目前，我们正在关注整个欧洲市场、纽约和洛杉矶的近 1.5亿人。这些人平均看了两次，给我们留下了 280 多万的印象。这不包括博客文章和其他有机传播的内容。 -在视频视图方面，我们有超过 2500万 100% 个视图-平均会话持续时间接近 3 分钟以上 概要 意大利体育品牌迪亚多拉在几年的重组后想卷土重来。他们想利用他们标志性的跑鞋 N9000 的重新推出来创造他们的印记。该产品是在意大利卡拉诺 · 迪 · 圣马可的工厂手工制造的。我们希望利用此次发布会吸引欧洲各地的客户，并强调他们作为体育和跑步品牌的地位。“让它变得明亮” 是迪亚多拉的一个关键价值，所以目标是创造一些吸引人的东西来挑战这个类别并反映运动的乐趣。 战略 我们想创造一个真实的和相关的 N9000 的发布，可以证明 Diadora 是什么。这场运动应该是真实的，并挑战这个类别。我们的目标观众是欧洲热爱运动的人。以他们觉得相关的方式与这些人接触是一项重要的任务。我们希望创建一个平台，让我们能够让人们直接参与活动，并创建我们可以在不同渠道使用的内容，以激发与人们的对话 执行 巴塞罗那的一家运动鞋商店被选中是因为它在预购的九天时间限制内。在这里，第一个订购鞋子的人会得到一个壮观的交货。在活动的第一阶段，我们通过社交媒体招募跑步者。专注于跑步会发生的领域。来自 9 个不同国家的本地跑步者、员工和 “英雄跑步者” 的混合创造了一个跑步者链，将盒子带到了 1500 公里的欧洲。跑步记录在案，并通过社交媒体实时分享。之后，人们可以通过纪录片和互动网站重新体验整个体验。运行允许 Diadora 展示他们不同的产品，让目标群体参与进来，并创建独特的内容 -- 所有这些都是代表一个幸运的客户订购新的 n9000。
The Diadora Delivery
案例简介：Campaign Description Usually we ship our products the traditional way, for the re-launch of the N9000 we wanted do to a different kind of delivery -by foot, running. We partnered up with a sneaker store in Barcelona and the first customer pre-ordering the shoes unknowingly sat in motion a relay run across Europe. 70 recruited people ran 1500 kilometers for 9 days, from the factory in Italy to the customers doorstep in Barcelona. Outcome The campaign created a lot of engagement and involvement both before, during and after the run. First in the recruitment phase where over 1000 people applied to take part in the event. Then by engagement during the run, both in social media, and along the route of the run. After the run people can re-live the whole experience through the interactive website. The campaign is on-going but can already show some great results. - Currently we are looking at an overall reach of close to 150 million people across the European markets, NYC and LA. These people have on average seen it twice, which leave us at 280+ million impressions. This does not include blogger articles, and other content that has organically been spread from this.- In terms of video views we have over 25 million 100% views-The average session duration is close to over 3 minutes Synopsis The Italian sports brand Diadora wanted to make a comeback after a few years of reorganization. They wanted to use the re-launch of their iconic running shoe the N9000 to make their mark. The product is hand made in their factory in Caerano di San Marco, Italy. We wanted to use the launch to engage customers across Europe, and underline their position as a sports- and running brand. “Make it Bright” is a key value for Diadora, so the goal was to create something engaging that could challenge the category and reflect the joy of sport. Strategy We wanted to create a real and relevant launch of the N9000 that could prove what Diadora is all about. The campaign should be real and challenge the category. Our target audience was sport-loving people in Europe. It was an important task to engage this people in a way they felt relevant. We wanted to create a platform that allowed us to involve people directly in the campaign, and create content that we could use in different channels to spark conversation with people Execution A sneaker store in Barcelona was chosen because it was within running distance for the nine days’ time limit of the pre-order. Here the first person ordering the shoes, would get a spectacular delivery. In the first stage of the campaign we recruited runners through social media. Focusing on the areas where the run would take place. A mix of recruited local runners, employees and "hero runners" from 9 different countries created the chain of runners bringing the box the 1500 kilometers across Europe. The run was documented and shared Live through social media. Afterwards people could re-live the whole experience through a documentary and an interactive website. The run allowed Diadora to showcase their different products, involve the target group along the way and create unique content - all on behalf of one lucky customer ordering the new N9000.
Diadora 交付
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The Diadora Delivery
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