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书
案例简介：执行 我们制作了一个视频，发布了最新的科技产品目录，模仿苹果的在线电影，同时苹果发布了 iPhone 6。我们在这个过程中创造的是 “书册”。 结果 Youtube 上有超过 1600万的浏览量。仅在 Facebook 上就有超过 500 的社交股。新加坡和马来西亚这两个主要市场的销售数据分别比前一年增长 8% 和 13%。最重要的是，我们把流行文化的目录变成了 “书册”。这个短语在世界各地自发使用，可以通过在 Instagram 和其他社交平台上搜索 # bookbook 来见证。 战略 宜家每年向家庭免费分发数百万份目录。尽管目录是他们营销的长期基石，但它越来越被视为更多的垃圾邮件，尤其是在网络世界。在科技设备正在取代书籍的时代，我们怎么能让人们对目录在他们邮箱中的到来感到兴奋呢？通过像一本书一样发布它，我们模仿了苹果在发布 iPhone 6 的同时发布新设备的方式。我们成功地把普通的目录变成了广受欢迎的书。
书
案例简介：Execution We created a video launching the catalogue as the latest tech devise, parodying Apple’s online films to a fault, at the same time Apple was launching the iPhone 6. What we created in this process, was the ‘bookbook’. Outcome Over 16 million views on Youtube. Over a million social shares with 500K on Facebook alone. Sales figures for the two main markets, Singapore and Malaysia, jumped 8% and 13% respectively compared to the previous year. Most importantly, we transformed the catalogue in pop culture into the ‘bookbook’. The phrase was spontaneously used across the world as can be witnessed by searching for #bookbook on Instagram and other social platforms. Strategy IKEA distributes millions of catalogues every year to homes for free. Despite being a longstanding cornerstone of their marketing, the catalogue was increasingly being seen as just more junk mail, particularly in an online world. In a time where tech devices are replacing books, how could we get people excited about the arrival of the catalogue in their mailboxes? By launching it like anything but a book, we parodied Apple’s way of launching a new device at the same time they were launching the iPhone 6. We successfully transformed the ordinary catalogue into the much sought after bookbook.
Bookbook
案例简介：执行 我们制作了一个视频，发布了最新的科技产品目录，模仿苹果的在线电影，同时苹果发布了 iPhone 6。我们在这个过程中创造的是 “书册”。 结果 Youtube 上有超过 1600万的浏览量。仅在 Facebook 上就有超过 500 的社交股。新加坡和马来西亚这两个主要市场的销售数据分别比前一年增长 8% 和 13%。最重要的是，我们把流行文化的目录变成了 “书册”。这个短语在世界各地自发使用，可以通过在 Instagram 和其他社交平台上搜索 # bookbook 来见证。 战略 宜家每年向家庭免费分发数百万份目录。尽管目录是他们营销的长期基石，但它越来越被视为更多的垃圾邮件，尤其是在网络世界。在科技设备正在取代书籍的时代，我们怎么能让人们对目录在他们邮箱中的到来感到兴奋呢？通过像一本书一样发布它，我们模仿了苹果在发布 iPhone 6 的同时发布新设备的方式。我们成功地把普通的目录变成了广受欢迎的书。
Bookbook
案例简介：Execution We created a video launching the catalogue as the latest tech devise, parodying Apple’s online films to a fault, at the same time Apple was launching the iPhone 6. What we created in this process, was the ‘bookbook’. Outcome Over 16 million views on Youtube. Over a million social shares with 500K on Facebook alone. Sales figures for the two main markets, Singapore and Malaysia, jumped 8% and 13% respectively compared to the previous year. Most importantly, we transformed the catalogue in pop culture into the ‘bookbook’. The phrase was spontaneously used across the world as can be witnessed by searching for #bookbook on Instagram and other social platforms. Strategy IKEA distributes millions of catalogues every year to homes for free. Despite being a longstanding cornerstone of their marketing, the catalogue was increasingly being seen as just more junk mail, particularly in an online world. In a time where tech devices are replacing books, how could we get people excited about the arrival of the catalogue in their mailboxes? By launching it like anything but a book, we parodied Apple’s way of launching a new device at the same time they were launching the iPhone 6. We successfully transformed the ordinary catalogue into the much sought after bookbook.
书
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Bookbook
暂无简介
基本信息
- 广告战役： #宜家-网络-b4d2#
- 广告品牌： 宜家
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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