CONVERSATIONS START HERE|短视频|广告营销案例【ADGuider广告指南】

对话从这里开始

案例简介：结果和有效性在整个 2012，《赫芬顿邮报》在英国市场从 10 号跃升至 5 号。模型显示 tube investment x3 比其他通信更有效。主要通勤用户的网站使用情况 (+ 11%)。停留时间 6 分钟以上 (比平均水平高 200%)，更有评论和分享内容的倾向。超过 2 米以上的通勤者达到: 品牌知名度从 39% 跃升到 53%。 400k + (uv) 为 HuffPost 内容移动设备提供服务。(70% 通过苹果设备: 有价值的城市用户)。对于那些暴露在地下活动中的人来说，巨大的品牌认知度 (54% vs 4% control)。34% 更有可能认为赫芬顿邮报是 “创新” 、 “酷” 、 “社交”。创意执行对话从这里开始是《赫芬顿邮报》的品牌承诺。我们开始在地铁上交谈。媒体技术被利用 -- 在某些情况下是专门构建的 -- 创建新的 “屏幕网关” 来连接通勤者和赫芬顿邮报我们通过与 Virgin mobile Wi-fi 新安装的地铁服务建立合作关系，瞄准通勤者的移动屏幕。《赫芬顿邮报》为地铁上的每个移动用户提供独家新闻。设计和建造了带有动态实时反馈连接的数字视频投影屏幕。这使得来自相关、热门和挑衅性博客的内容和评论能够实时传递。这导致了移动用户的进一步评论。整个地下的数字视频面板被接管，以展示为《赫芬顿邮报》撰稿的一系列著名面孔。Creative 是在他们将新博客上传到网站上的时候安排的。30 多个创意包括爱丽丝 · 库珀、切丽 · 布莱尔、理查德 · 布兰森爵士、马丁 · 索雷尔爵士等等。见解、战略和想法我们想证明《赫芬顿邮报》是伦敦最具创新性、社会化的新闻品牌，同时推动了快速增长和渗透。但是伦敦新闻市场已经是世界上竞争最激烈的市场，需要大量的媒体投资来增加传统的声音份额。通勤者是至关重要的和有价值的，研究表明他们渴望新闻，但当他们没有移动接入时却感到沮丧。所以我们发现伦敦的一部分仍然与实时新闻隔离开来: 伦敦地铁。我们巧妙地部署了媒体，与通勤者建立了全新的联系。这将为我们的老牌竞争对手提供强大的优势。我们创建了伦敦地铁的第一个现场新闻环境，利用广告和移动屏幕的突破性组合，为伦敦通勤者实时带来新闻和辩论。

对话从这里开始

案例简介：Results and Effectiveness Across 2012, HuffPost leapt from 10th to 5th in the UK market. Modelling showed tube investment x3 more effective than other communications. Leap (+11%) in site usage by key commuter audiences. Dwell time 6 minutes+ (200% greater than average) with greater propensity to comment and share content. Over 2m+ commuters reached: leaps in brand awareness from 39% to 53%. 400k+ (UVs) were served HuffPost content mobile devices. (70% of these via Apple devices: valuable urban users). Huge brand recognition for those exposed to Underground activity (54% vs 4% control). 34% more likely to consider HuffPost to be “innovative", “cool”, “social”. Creative Execution Conversations Start Here is the HuffPost’s brand promise. We started conversations on the tube. Media technology was harnessed - and in some cases specially built - to create new “screen gateways” to connect commuters with HuffPost We targeted commuter’s mobile screens by striking a partnership with Virgin Mobile Wi-fi’s newly installed service across the tube. HuffPost served exclusive news splash pages to EVERY mobile user on the Tube. Digital video projection screens, with dynamic, live-feed connections were designed and built. This allowed content and comments from relevant, topical & provocative blogs to be fed through in real-time. This led to further comment from mobile users. Digital video panels across the Underground were taken over to showcase the range of famous faces, who write for HuffPost. Creative was timed for when they uploaded a new blog to the site. 30+ creatives ran including Alice Cooper, Cherie Blair, Sir Richard Branson, Sir Martin Sorrell and more. Insights, Strategy and the Idea We wanted to demonstrate that HuffPost is the most innovative, socialized news brand in London, whilst driving rapid growth and penetration. But the London news market is already the most competitive in the world, with large sums of media investment needed to grow conventional share of voice. The commuter audience is crucial and valuable, and research showed they are hungry for news, yet frustrated when they have no mobile access. So we found the one part of London that was still isolated from realtime news: the London Underground. We deployed our media cleverly to create entirely new connections to commuters. This would provide a powerful advantage over our established competitors. We created the first live news environment across the London Underground, using a groundbreaking combination of advertising & mobile screens, to bring news and debate to London commuters in realtime.