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着陆
案例简介：背景: Aerol í neas Argentinas 是一个历史悠久的品牌，深受阿根廷人民的喜爱。然而，当它成为一家私人公司时，它的形象受到了影响。旧飞机、不准时和航班取消是阿根廷政府在 2010年决定遣返其旗下航空公司时继承的一些问题。阿根廷航空再次成为一家国有公司; 新飞机被购买，服务开始得到改善，但缺少了一些东西: 人们观念的改变和信任的恢复。 目标: 提高阿根廷航空公司及其偏好指数的全球品牌感知。 关键发现: 该品牌由两个词组成: “aerol í neas” [航空公司] 和 “阿根廷” [阿根廷航空公司]。纵观历史，这个品牌主要集中在它的第二个词 “阿根廷” 上，尽管它产生了情感和爱，但我们似乎不得不关注另一个词, 对于将要乘坐航班的人来说，第一个也是最重要的词是: “航空公司” [航空公司。这一次，我们不得不展示更多的 “aerol í neas” 和更少的 “阿根廷”。 想法: 我们必须向人们证明我们知道飞机。将飞行的感觉传递给那些选择我们的人，那些没有选择我们的人和那些从未飞行过的人。所以我们基于三个基础: 1。从视觉角度来看，记录以前从未拍摄过的飞机。从经验中，展示了在木板上发生的事情。从文字来看，文本能够传递 10,000英尺高的感觉。
着陆
案例简介：Background: Aerolíneas Argentinas is a historical brand and it is very loved by the Argentine people. However, its image has been affected when it became a private company. Old aircrafts, lack of punctuality and flight cancellations were some of the problems that the Argentine government inherited in 2010, when it decided to repatriate its flag airline. Aerolíneas Argentinas was a state-owned company again; new aircrafts were bought and the service started to be improved but something was missing: a change in people’s perception and the recovery of trust. Objective: Improve the global brand perception of Aerolíneas Argentinas and its preference indexes. Key Finding: The brand is made of two words: “Aerolíneas” [Airlines] and “Argentinas” [Argentine]. Throughout its history, the brand was mainly focused on its second word, “Argentinas” and although it had generated affection and love, it seemed that we had to focus on the other word, the first and most important word for someone who will take a flight: “Aerolíneas” [Airlines]. This time we had to show more “Aerolíneas” and less “Argentinas”. Idea: We had to prove to people that we knew about aircrafts. Transmit the feeling of flying to those that chose us, those that did not choose us and those that had never flown. So we based on three foundations: 1. From a visual point of view, recording aircrafts that had never been filmed before.2. From experience, showing what happens to people on board.3. From words, with texts capable of transmitting what it feels like to be 10,000 feet high.
Landing
案例简介：背景: Aerol í neas Argentinas 是一个历史悠久的品牌，深受阿根廷人民的喜爱。然而，当它成为一家私人公司时，它的形象受到了影响。旧飞机、不准时和航班取消是阿根廷政府在 2010年决定遣返其旗下航空公司时继承的一些问题。阿根廷航空再次成为一家国有公司; 新飞机被购买，服务开始得到改善，但缺少了一些东西: 人们观念的改变和信任的恢复。 目标: 提高阿根廷航空公司及其偏好指数的全球品牌感知。 关键发现: 该品牌由两个词组成: “aerol í neas” [航空公司] 和 “阿根廷” [阿根廷航空公司]。纵观历史，这个品牌主要集中在它的第二个词 “阿根廷” 上，尽管它产生了情感和爱，但我们似乎不得不关注另一个词, 对于将要乘坐航班的人来说，第一个也是最重要的词是: “航空公司” [航空公司。这一次，我们不得不展示更多的 “aerol í neas” 和更少的 “阿根廷”。 想法: 我们必须向人们证明我们知道飞机。将飞行的感觉传递给那些选择我们的人，那些没有选择我们的人和那些从未飞行过的人。所以我们基于三个基础: 1。从视觉角度来看，记录以前从未拍摄过的飞机。从经验中，展示了在木板上发生的事情。从文字来看，文本能够传递 10,000英尺高的感觉。
Landing
案例简介：Background: Aerolíneas Argentinas is a historical brand and it is very loved by the Argentine people. However, its image has been affected when it became a private company. Old aircrafts, lack of punctuality and flight cancellations were some of the problems that the Argentine government inherited in 2010, when it decided to repatriate its flag airline. Aerolíneas Argentinas was a state-owned company again; new aircrafts were bought and the service started to be improved but something was missing: a change in people’s perception and the recovery of trust. Objective: Improve the global brand perception of Aerolíneas Argentinas and its preference indexes. Key Finding: The brand is made of two words: “Aerolíneas” [Airlines] and “Argentinas” [Argentine]. Throughout its history, the brand was mainly focused on its second word, “Argentinas” and although it had generated affection and love, it seemed that we had to focus on the other word, the first and most important word for someone who will take a flight: “Aerolíneas” [Airlines]. This time we had to show more “Aerolíneas” and less “Argentinas”. Idea: We had to prove to people that we knew about aircrafts. Transmit the feeling of flying to those that chose us, those that did not choose us and those that had never flown. So we based on three foundations: 1. From a visual point of view, recording aircrafts that had never been filmed before.2. From experience, showing what happens to people on board.3. From words, with texts capable of transmitting what it feels like to be 10,000 feet high.
着陆
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Landing
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基本信息
- 广告战役： #Saint Exupery#
- 广告品牌： Aerolineas Argentinas
- 发布日期： 2015-10-01
- 行业领域： 出行工具 , 汽车/工具
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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