本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
楼层 99.9
案例简介：活动描述 每个人都听说过地板很干净，你可以把它吃掉。尤其是关于某人保持房子的程度。但你永远不会吃它，对吗？ 我们推出了 99.9 层，这是你在地板上吃饭的第一家餐厅。这家弹出式餐厅建在安特卫普梅尔卡多食品大厅复古大理石地板上。因为这个场地每周都有成千上万的游客，你知道地板真的很脏。 结果 所有受邀者、生活方式媒体和顾客都享受 Black + Decker 千载难逢的用餐体验。这项运动在主要的生活方式杂志和博客中被报道，主流媒体也收集了在线视频，总共有 2400万个媒体印象。该活动的社交视频获得了 120万的社交影响力，社交媒体上的参与度增加了 50%。销售额上升了 15%。 执行 99.9 层被精心设计成下一个时髦的餐厅，除了桌子。我们在安特卫普的梅尔卡多食品大厅和老式大理石地板上建造了餐厅。从餐巾到玻璃杯的每一个小细节都被优雅地标记为 99.9 层。我们设计了地面椅子，这样人们可以舒适地坐着，仍然伸展双腿。大理石地板的原始设计被用来将指定为食物的区域与服务员可以行走的部分隔离开来。我们邀请了生活方式记者、博客作者和消费者，向他们发送了一份印在实际地砖上的邀请。顾客可以享受由年度比利时女厨师安妮-索菲 · 布莱西姆准备的免费三道菜。在每道菜之间，用蒸汽拖把清洗地板，给每个人一个现场产品演示和一个干净的地板作为下一道菜。 战略 99.9 层旨在帮助 25-49 岁的妇女。这个目标群体经常被无聊的解说视频淹没。但是 Black + Decker 一直专注于客户需求。由于他们的新蒸汽清洁剂杀死了 99.9% 的细菌和细菌，我们将这一说法转化为品牌体验，证明了该产品的承诺是现场直播的。我们邀请了生活方式媒体和顾客到 99.9 楼，这是一个弹出式窗口，他们可以在这里吃一份由顶级厨师准备的免费三道菜菜单。我们在安特卫普的梅尔卡多食品大厅 (一个旧邮局) 建造了餐厅，并将复古大理石地板作为弹出式餐厅的主要设计元素。当所有受邀者坐在地板上时，他们亲眼目睹了每道菜之间蒸汽拖把的清洁能力，现场直播。 概要 仅仅通过标准广告说你的产品是 “可行的” 已经不足以说服人们。因此，我们需要一种经验性的方法来实现我们几乎太好而不能真正的宣称: 新的 Black + Decker SteaMitt & steam-mop 蒸汽清洁剂杀死了 99,9% 的细菌。该活动的目标是与 25-49 岁的女性一起推出新的 Black + Decker Steam SteaMitt 和 Steam-mop 蒸汽清洁工。活动总预算为 50.000 €。
楼层 99.9
案例简介：CampaignDescription Everybody's heard the saying that the floor is so clean you could eat off it. Especially in reference to how well someone kept house. But you would never actually eat off it, right?We launched Floor 99.9, the first restaurant where you eat off the floor.The pop-up restaurant was built on the vintage marble floor of the Mercado Food hall in Antwerp. Since this venue gets thousands of visitors every week, you know the floor is really dirty. Outcome All invitees, lifestyle press and customers, enjoyed a once-in-a-lifetime dining experience by Black + Decker. The campaign got covered in major lifestyle magazines and blogs, and the online video was also picked up by the mainstream press totalling 24 million media impressions.The social video of the event got a social reach of 1.2 million and an increase in engagement on social media of 50%. Sales went up by 15%. Execution Floor 99.9 was meticulously designed as the next trendy restaurant, minus the tables. We built the restaurant in the Mercado Food Hall Antwerp, and old post office with a vintage marble floor.Every little detail from napkins to glasses was elegantly branded for Floor 99.9. We designed the ground level chairs so that people could sit comfortably and still stretch their legs. The original design of the marble floor was used to isolate the areas designated for food from the parts where the waiters could walk.We invited lifestyle journalists, bloggers and consumers by sending them an invitation printed on an actual floor tile. Customers got to enjoy a free 3-course meal prepared by Belgian Lady chef of the Year Anne-Sophie Breysem. Between each course the floor was cleaned with the Steam-mop, giving everybody a live product demonstration and a clean floor for the next course. Strategy Floor 99.9 aimed to reach women 25 – 49 years. Way too often this target group gets overwhelmed with dull explainer video’s. But Black + Decker has always focused on customer needs. Since their new steam-cleaners kill 99.9% of all bacteria and germs, we translated this claim into a brand experience that proved the product’s promise live on the spot.We invited the lifestyle press and customers to Floor 99.9, a pop-up where they could eat a free 3-course menu, prepared by a top-chef, off the floor. We built the restaurant in the Mercado Food Hall Antwerp, an old post office, and used the vintage marble floor as the key design-element for the pop-up restaurant. As all invitees sat on the floor, they witnessed the cleaning power of the Steam-mop first-hand between every course, live on the spot. Synopsis Just saying your product is ‘incredible’ through standard advertising is no longer enough to convince people. So an experiential approach was needed for our almost too good to be true claim: the new Black + Decker SteaMitt & steam-mop steam-cleaners kill 99,9% of all bacteria. The objective of the campaign was to launch the new Black + Decker Steam SteaMitt and Steam-mop steam-cleaners with women, 25-49 years.The total campaign budget was € 50.000.
Floor 99.9
案例简介：活动描述 每个人都听说过地板很干净，你可以把它吃掉。尤其是关于某人保持房子的程度。但你永远不会吃它，对吗？ 我们推出了 99.9 层，这是你在地板上吃饭的第一家餐厅。这家弹出式餐厅建在安特卫普梅尔卡多食品大厅复古大理石地板上。因为这个场地每周都有成千上万的游客，你知道地板真的很脏。 结果 所有受邀者、生活方式媒体和顾客都享受 Black + Decker 千载难逢的用餐体验。这项运动在主要的生活方式杂志和博客中被报道，主流媒体也收集了在线视频，总共有 2400万个媒体印象。该活动的社交视频获得了 120万的社交影响力，社交媒体上的参与度增加了 50%。销售额上升了 15%。 执行 99.9 层被精心设计成下一个时髦的餐厅，除了桌子。我们在安特卫普的梅尔卡多食品大厅和老式大理石地板上建造了餐厅。从餐巾到玻璃杯的每一个小细节都被优雅地标记为 99.9 层。我们设计了地面椅子，这样人们可以舒适地坐着，仍然伸展双腿。大理石地板的原始设计被用来将指定为食物的区域与服务员可以行走的部分隔离开来。我们邀请了生活方式记者、博客作者和消费者，向他们发送了一份印在实际地砖上的邀请。顾客可以享受由年度比利时女厨师安妮-索菲 · 布莱西姆准备的免费三道菜。在每道菜之间，用蒸汽拖把清洗地板，给每个人一个现场产品演示和一个干净的地板作为下一道菜。 战略 99.9 层旨在帮助 25-49 岁的妇女。这个目标群体经常被无聊的解说视频淹没。但是 Black + Decker 一直专注于客户需求。由于他们的新蒸汽清洁剂杀死了 99.9% 的细菌和细菌，我们将这一说法转化为品牌体验，证明了该产品的承诺是现场直播的。我们邀请了生活方式媒体和顾客到 99.9 楼，这是一个弹出式窗口，他们可以在这里吃一份由顶级厨师准备的免费三道菜菜单。我们在安特卫普的梅尔卡多食品大厅 (一个旧邮局) 建造了餐厅，并将复古大理石地板作为弹出式餐厅的主要设计元素。当所有受邀者坐在地板上时，他们亲眼目睹了每道菜之间蒸汽拖把的清洁能力，现场直播。 概要 仅仅通过标准广告说你的产品是 “可行的” 已经不足以说服人们。因此，我们需要一种经验性的方法来实现我们几乎太好而不能真正的宣称: 新的 Black + Decker SteaMitt & steam-mop 蒸汽清洁剂杀死了 99,9% 的细菌。该活动的目标是与 25-49 岁的女性一起推出新的 Black + Decker Steam SteaMitt 和 Steam-mop 蒸汽清洁工。活动总预算为 50.000 €。
Floor 99.9
案例简介：CampaignDescription Everybody's heard the saying that the floor is so clean you could eat off it. Especially in reference to how well someone kept house. But you would never actually eat off it, right?We launched Floor 99.9, the first restaurant where you eat off the floor.The pop-up restaurant was built on the vintage marble floor of the Mercado Food hall in Antwerp. Since this venue gets thousands of visitors every week, you know the floor is really dirty. Outcome All invitees, lifestyle press and customers, enjoyed a once-in-a-lifetime dining experience by Black + Decker. The campaign got covered in major lifestyle magazines and blogs, and the online video was also picked up by the mainstream press totalling 24 million media impressions.The social video of the event got a social reach of 1.2 million and an increase in engagement on social media of 50%. Sales went up by 15%. Execution Floor 99.9 was meticulously designed as the next trendy restaurant, minus the tables. We built the restaurant in the Mercado Food Hall Antwerp, and old post office with a vintage marble floor.Every little detail from napkins to glasses was elegantly branded for Floor 99.9. We designed the ground level chairs so that people could sit comfortably and still stretch their legs. The original design of the marble floor was used to isolate the areas designated for food from the parts where the waiters could walk.We invited lifestyle journalists, bloggers and consumers by sending them an invitation printed on an actual floor tile. Customers got to enjoy a free 3-course meal prepared by Belgian Lady chef of the Year Anne-Sophie Breysem. Between each course the floor was cleaned with the Steam-mop, giving everybody a live product demonstration and a clean floor for the next course. Strategy Floor 99.9 aimed to reach women 25 – 49 years. Way too often this target group gets overwhelmed with dull explainer video’s. But Black + Decker has always focused on customer needs. Since their new steam-cleaners kill 99.9% of all bacteria and germs, we translated this claim into a brand experience that proved the product’s promise live on the spot.We invited the lifestyle press and customers to Floor 99.9, a pop-up where they could eat a free 3-course menu, prepared by a top-chef, off the floor. We built the restaurant in the Mercado Food Hall Antwerp, an old post office, and used the vintage marble floor as the key design-element for the pop-up restaurant. As all invitees sat on the floor, they witnessed the cleaning power of the Steam-mop first-hand between every course, live on the spot. Synopsis Just saying your product is ‘incredible’ through standard advertising is no longer enough to convince people. So an experiential approach was needed for our almost too good to be true claim: the new Black + Decker SteaMitt & steam-mop steam-cleaners kill 99,9% of all bacteria. The objective of the campaign was to launch the new Black + Decker Steam SteaMitt and Steam-mop steam-cleaners with women, 25-49 years.The total campaign budget was € 50.000.
楼层 99.9
暂无简介
Floor 99.9
暂无简介
基本信息
- 广告战役： #Black & Decker-设计与品牌-c972#
- 广告品牌： Black & Decker
- 发布日期： 2000
- 行业领域： 电器/办公 , 影音娱乐
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
