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
20% 多
案例简介：结果和有效性: 这场运动引起了全国的关注，并被消费者在各种网站上宣传媒体闪电战而迅速传播开来。我们利用与流行电视网络的关系的能力让消费者感受到他们最喜欢的节目 20% 的提升带来的即时利益。这一小小的慷慨行为导致金霸王品牌成为波多黎各消费者的主要力量来源。出售股票立即增加了 4%，顶级意识飙升了 61%。 创意执行: 我们说服电视网络做了一些闻所未闻的事情: 将他们最受欢迎的节目的长度整整延长 20%。由于 DURACELL 提供 20% 更高价值的使命，这一执行将动摇电视节目编排的基础，并超出观众的预期。例如，在流行脱口秀的常规预定时间里, “金霸王给你更多” 的宣传片出现了，脱口秀主持人带着金霸王额外的 15 分钟内容回到观众面前。主持人将比较金霸王的 10 个电池组和竞争品牌的 8 个电池组的好处。为了给人留下持久的印象，应该在接下来的一集中透露的内容不时出现。这是消费者的最终价值主张，因为他们体验到了金霸王 20% 的重要性，而不是私人品牌的常规表现。 见解、战略和想法: 对于 “50% 折扣” 或 “买一送一” 等交易，很明显，所有购物者都想知道他们在明智地消费，并从购买中获得最大收益。然而，许多人没有考虑他们电池品牌的价值。长期定价战不是金霸王的选择; 它不会在市场上区分品牌，也不会给消费者留下持久的印象。虽然消费者在减少支出时感到即时满足，但我们专注于增加价值，而不是稍微降低价格。为了确保我们的信息能引起消费者的共鸣，我们考虑了他们希望增加 20% 的产品或活动类型。我们的想法是量化消费者在娱乐中最具时间特异性的两个元素 -- 电视时间表和节目长度 -- 增加 20% 时获得的收益。
20% 多
案例简介：Results and Effectiveness: The campaign caught the attention of the nation and it went viral by consumers promoting the media blitz on various websites. Our ability to leverage relationships with popular TV networks allowed consumers to feel the instant benefit from a 20 percent boost in their favourite programs. This small act of generosity resulted in the DURACELL brand assuming the principal spot as the universal source of power for the Puerto Rican consumer. Sale shares immediately increased by 4 percent and top-of-mind awareness skyrocketed by 61 percent. Creative Execution: We persuaded TV networks to do something unheard of: extend the length of their most popular programs by exactly 20 percent. This execution would shake the foundation of how TV programming was scheduled and go beyond viewers’ expectations, thanks to DURACELL’s mission to provide 20 percent greater value. For example, as the credits rolled during the regular scheduled time of a popular talk show, the “DURACELL gives you more” promo appeared and the talk show host returned to surprise viewers with 15 extra minutes of content from DURACELL. The host would compare the benefits of DURACELL’s 10-battery pack versus competing brands’ eight-pack. To leave a lasting impression, content that was supposed to be revealed the following episode was shown right then and there. This was the ultimate value proposition for consumers as they experienced the importance of 20 percent more from DURACELL versus the regular performance from private labels. Insights, Strategy and the Idea: With deals like “50 percent off” or “buy one get one free” it was clear that all shoppers wanted to know they were spending wisely and getting the most out of their purchases. However, many did not consider the value of their battery brand. A long-term pricing fight was not an option for DURACELL; it would not differentiate the brand in the marketplace, and it would fail to create a lasting impression with consumers. While consumers felt instant gratification when spending less, we focused on increasing value rather than slightly lowering price. To ensure our message resonated with consumers, we thought about what type of product or activity they would want to increase by 20 percent. Our idea was to quantify how much consumers get when they are given a 20 percent increase of two of the most time-specific elements in entertainment—the TV schedule and the length of programming.
20 Percent More
案例简介：结果和有效性: 这场运动引起了全国的关注，并被消费者在各种网站上宣传媒体闪电战而迅速传播开来。我们利用与流行电视网络的关系的能力让消费者感受到他们最喜欢的节目 20% 的提升带来的即时利益。这一小小的慷慨行为导致金霸王品牌成为波多黎各消费者的主要力量来源。出售股票立即增加了 4%，顶级意识飙升了 61%。 创意执行: 我们说服电视网络做了一些闻所未闻的事情: 将他们最受欢迎的节目的长度整整延长 20%。由于 DURACELL 提供 20% 更高价值的使命，这一执行将动摇电视节目编排的基础，并超出观众的预期。例如，在流行脱口秀的常规预定时间里, “金霸王给你更多” 的宣传片出现了，脱口秀主持人带着金霸王额外的 15 分钟内容回到观众面前。主持人将比较金霸王的 10 个电池组和竞争品牌的 8 个电池组的好处。为了给人留下持久的印象，应该在接下来的一集中透露的内容不时出现。这是消费者的最终价值主张，因为他们体验到了金霸王 20% 的重要性，而不是私人品牌的常规表现。 见解、战略和想法: 对于 “50% 折扣” 或 “买一送一” 等交易，很明显，所有购物者都想知道他们在明智地消费，并从购买中获得最大收益。然而，许多人没有考虑他们电池品牌的价值。长期定价战不是金霸王的选择; 它不会在市场上区分品牌，也不会给消费者留下持久的印象。虽然消费者在减少支出时感到即时满足，但我们专注于增加价值，而不是稍微降低价格。为了确保我们的信息能引起消费者的共鸣，我们考虑了他们希望增加 20% 的产品或活动类型。我们的想法是量化消费者在娱乐中最具时间特异性的两个元素 -- 电视时间表和节目长度 -- 增加 20% 时获得的收益。
20 Percent More
案例简介：Results and Effectiveness: The campaign caught the attention of the nation and it went viral by consumers promoting the media blitz on various websites. Our ability to leverage relationships with popular TV networks allowed consumers to feel the instant benefit from a 20 percent boost in their favourite programs. This small act of generosity resulted in the DURACELL brand assuming the principal spot as the universal source of power for the Puerto Rican consumer. Sale shares immediately increased by 4 percent and top-of-mind awareness skyrocketed by 61 percent. Creative Execution: We persuaded TV networks to do something unheard of: extend the length of their most popular programs by exactly 20 percent. This execution would shake the foundation of how TV programming was scheduled and go beyond viewers’ expectations, thanks to DURACELL’s mission to provide 20 percent greater value. For example, as the credits rolled during the regular scheduled time of a popular talk show, the “DURACELL gives you more” promo appeared and the talk show host returned to surprise viewers with 15 extra minutes of content from DURACELL. The host would compare the benefits of DURACELL’s 10-battery pack versus competing brands’ eight-pack. To leave a lasting impression, content that was supposed to be revealed the following episode was shown right then and there. This was the ultimate value proposition for consumers as they experienced the importance of 20 percent more from DURACELL versus the regular performance from private labels. Insights, Strategy and the Idea: With deals like “50 percent off” or “buy one get one free” it was clear that all shoppers wanted to know they were spending wisely and getting the most out of their purchases. However, many did not consider the value of their battery brand. A long-term pricing fight was not an option for DURACELL; it would not differentiate the brand in the marketplace, and it would fail to create a lasting impression with consumers. While consumers felt instant gratification when spending less, we focused on increasing value rather than slightly lowering price. To ensure our message resonated with consumers, we thought about what type of product or activity they would want to increase by 20 percent. Our idea was to quantify how much consumers get when they are given a 20 percent increase of two of the most time-specific elements in entertainment—the TV schedule and the length of programming.
20% 多
暂无简介
20 Percent More
暂无简介
基本信息
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
