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莉莉和雪人
案例简介：结果 在这部电影的头 12 天，在线媒体预算只有 150,000 美元，这部电影获得了 800,000 次浏览 Facebook 和 YouTube。迄今为止，300 + 股票: 30，000,000 + 浏览 (92% 有机) 620 + 股票对 Cineplex.com 访问量增加 51% (12月 '14 对' 15) facebook 印象增加 1596%(12月 '14 对' 15) • 被评为最好的圣诞广告今年最受瞩目的数字艺术英国 • 加广告上 YouTube 12月 · + 37.5% 的品牌亲和力的电影院影城也增加了 24.7%, 门票销售 (dec '14 vs. “莉莉” 成了流行文化的一部分。有模因、反应视频和粉丝艺术。它的歌曲使 Billboard 成为全国 50 首最受欢迎的成人当代歌曲。在社交节目中，许多人表示 “莉莉” 比一些好莱坞电影中的电影院更好。 概要 加拿大最大的剧院连锁店 Cineplex 面临着根本性的困难。他们有很强的理性亲和力，但他们在情感上的亲和力出人意料地弱。影城与加拿大人的任何情感联系都归因于他们播放的好莱坞电影，而不是品牌本身。我们认为圣诞节 2015 是开始改变电影院与加拿大人关系的最佳时机。我们这样做是因为推出了一个新的品牌平台: “看到大局”。Cineplex 认为娱乐是有意义的，我们都可以在生活中使用更多。我们的目标是激励人们重新发现娱乐的重要性，并通过讲故事的力量，从一个播放别人故事的公司变成一个讲述自己故事的品牌。 战略 Cineplex 想提醒勤奋的加拿大人，日常生活的忙碌会消耗我们，随着时间的推移，我们会对最重要的事情失去看法。所有年龄的人都需要记住更大的画面 -- 生活中还有更多。我们需要更多这样的视角 -- 还有什么比电影院更好的地方来重新发现它。因此，当我们要求人们 “看到大局” 时，我们不仅提醒他们连锁剧院无与伦比的娱乐体验, 我们也要求他们重新发现娱乐在他们生活中可以扮演的有意义的角色。 执行 我们选择在 Facebook 、 YouTube 和 Cineplex.com 上发布这部 2 分钟的电影，在假期里，人们最有可能分享它的信息，“为你所爱的东西腾出时间。这部电影几乎没有网络媒体的影响力，因为我们确信这部电影不仅会在加拿大引起人们的共鸣,而是在世界各地。 活动描述 为了启动这个平台，我们写了一个关于重新发现娱乐在你生活中的重要性的故事。对许多人来说，这种快乐首先是在童年时期，在生活的要求之前被发现的。创作和制作的目的是像电影院放映的电影一样有趣，我们创作了一部名为《莉莉和雪人》的动画短片。这部电影讲述了一个女人生活中的娱乐寓言，从童年到成年。这部电影以歌手 Adaline 表演的《跟着你跟着我》为封面。这首歌在 Spotify 和苹果音乐上播放，可以在 iTunes 上下载，所有收益都将捐给 Cineplex 的慈善机构 Free The Children。
莉莉和雪人
案例简介：Outcome During the film's first 12 days with an online media budget of only $150,000, the film received:•21,800,000 views Facebook and YouTube.•300,000+ shares To date:•30,000,000+ views (92% organic)•620,000+ shares•51% increase in visits to Cineplex.com (Dec ‘14 vs. ’15)•+1596% increase in Facebook impressions (Dec ‘14 vs. ’15)•Named one of the best Christmas Ads of the year by Digital Arts UK•The Most Watched Canadian Ad on YouTube in December•+37.5% increase in brand affinity for Cineplex Cineplex also enjoyed a 24.7% increase in ticket sales (Dec‘14 vs.’15)“Lily” became a part of pop culture. There were memes, reaction videos and fan art. Its song made Billboard’s Top 50 Most Played Adult Contemporary songs in the country.On social, many expressed “Lily” was better than some of the Hollywood films Cineplex played during the holidays. Synopsis Cineplex, Canada’s largest theatre chain, faced a fundamental difficulty. They had a strong rational affinity, but they were surprisingly weak on emotional affinity. Any emotional connection Cineplex had with Canadians was attributed to the Hollywood films they played, and not the brand itself. We thought Christmas 2015 was the perfect time to start changing Cineplex’s relationship with Canadians. We did so with the launch of a new brand platform: “See The Big Picture”. Cineplex believes entertainment is meaningful and we could all use more of it in our lives. Our objective then was to inspire people to rediscover the importance of entertainment and, through the power of storytelling, go from being a company that plays other people's stories to a brand that tells its own. Strategy Cineplex wanted to remind hardworking Canadians that the busyness of everyday life can consume us, and over time, we lose perspective on the things that are most important. People of all ages need to remember the bigger picture—that there is more to life.We need more of this perspective—and what better place than Cineplex to rediscover it. So when we ask people to "See The Big Picture" we are not only reminding them of the theatre chain’s unrivalled entertainment experience, we are also asking them to rediscover the meaningful role entertainment can play in their lives. Execution We chose to release the 2-minute film on Facebook, YouTube and Cineplex.com during the holidays when people would be most likely to share its message, “Make time for what you love.” The film launched with virtually no online media weight as we were certain the film would quickly resonate with people not only in Canada, but across the world. Campaign Description To launch the platform, we wrote a story about rediscovering the importance of entertainment in your life. For many, this joy was first discovered during childhood, before life’s demands. Written and produced with the intention of being as entertaining as the films shown at Cineplex theatres, we created a short animated film entitled “Lily & the Snowman”. The film told a parable of entertainment in a woman’s life, from childhood to adulthood. The film features a cover of Genesis’ “Follow You Follow Me” performed by singer Adaline. The song was streamed on Spotify and Apple Music and could be downloaded on iTunes with all proceeds going to Cineplex’s charity Free the Children.
Lily & The Snowman
案例简介：结果 在这部电影的头 12 天，在线媒体预算只有 150,000 美元，这部电影获得了 800,000 次浏览 Facebook 和 YouTube。迄今为止，300 + 股票: 30，000,000 + 浏览 (92% 有机) 620 + 股票对 Cineplex.com 访问量增加 51% (12月 '14 对' 15) facebook 印象增加 1596%(12月 '14 对' 15) • 被评为最好的圣诞广告今年最受瞩目的数字艺术英国 • 加广告上 YouTube 12月 · + 37.5% 的品牌亲和力的电影院影城也增加了 24.7%, 门票销售 (dec '14 vs. “莉莉” 成了流行文化的一部分。有模因、反应视频和粉丝艺术。它的歌曲使 Billboard 成为全国 50 首最受欢迎的成人当代歌曲。在社交节目中，许多人表示 “莉莉” 比一些好莱坞电影中的电影院更好。 概要 加拿大最大的剧院连锁店 Cineplex 面临着根本性的困难。他们有很强的理性亲和力，但他们在情感上的亲和力出人意料地弱。影城与加拿大人的任何情感联系都归因于他们播放的好莱坞电影，而不是品牌本身。我们认为圣诞节 2015 是开始改变电影院与加拿大人关系的最佳时机。我们这样做是因为推出了一个新的品牌平台: “看到大局”。Cineplex 认为娱乐是有意义的，我们都可以在生活中使用更多。我们的目标是激励人们重新发现娱乐的重要性，并通过讲故事的力量，从一个播放别人故事的公司变成一个讲述自己故事的品牌。 战略 Cineplex 想提醒勤奋的加拿大人，日常生活的忙碌会消耗我们，随着时间的推移，我们会对最重要的事情失去看法。所有年龄的人都需要记住更大的画面 -- 生活中还有更多。我们需要更多这样的视角 -- 还有什么比电影院更好的地方来重新发现它。因此，当我们要求人们 “看到大局” 时，我们不仅提醒他们连锁剧院无与伦比的娱乐体验, 我们也要求他们重新发现娱乐在他们生活中可以扮演的有意义的角色。 执行 我们选择在 Facebook 、 YouTube 和 Cineplex.com 上发布这部 2 分钟的电影，在假期里，人们最有可能分享它的信息，“为你所爱的东西腾出时间。这部电影几乎没有网络媒体的影响力，因为我们确信这部电影不仅会在加拿大引起人们的共鸣,而是在世界各地。 活动描述 为了启动这个平台，我们写了一个关于重新发现娱乐在你生活中的重要性的故事。对许多人来说，这种快乐首先是在童年时期，在生活的要求之前被发现的。创作和制作的目的是像电影院放映的电影一样有趣，我们创作了一部名为《莉莉和雪人》的动画短片。这部电影讲述了一个女人生活中的娱乐寓言，从童年到成年。这部电影以歌手 Adaline 表演的《跟着你跟着我》为封面。这首歌在 Spotify 和苹果音乐上播放，可以在 iTunes 上下载，所有收益都将捐给 Cineplex 的慈善机构 Free The Children。
Lily & The Snowman
案例简介：Outcome During the film's first 12 days with an online media budget of only $150,000, the film received:•21,800,000 views Facebook and YouTube.•300,000+ shares To date:•30,000,000+ views (92% organic)•620,000+ shares•51% increase in visits to Cineplex.com (Dec ‘14 vs. ’15)•+1596% increase in Facebook impressions (Dec ‘14 vs. ’15)•Named one of the best Christmas Ads of the year by Digital Arts UK•The Most Watched Canadian Ad on YouTube in December•+37.5% increase in brand affinity for Cineplex Cineplex also enjoyed a 24.7% increase in ticket sales (Dec‘14 vs.’15)“Lily” became a part of pop culture. There were memes, reaction videos and fan art. Its song made Billboard’s Top 50 Most Played Adult Contemporary songs in the country.On social, many expressed “Lily” was better than some of the Hollywood films Cineplex played during the holidays. Synopsis Cineplex, Canada’s largest theatre chain, faced a fundamental difficulty. They had a strong rational affinity, but they were surprisingly weak on emotional affinity. Any emotional connection Cineplex had with Canadians was attributed to the Hollywood films they played, and not the brand itself. We thought Christmas 2015 was the perfect time to start changing Cineplex’s relationship with Canadians. We did so with the launch of a new brand platform: “See The Big Picture”. Cineplex believes entertainment is meaningful and we could all use more of it in our lives. Our objective then was to inspire people to rediscover the importance of entertainment and, through the power of storytelling, go from being a company that plays other people's stories to a brand that tells its own. Strategy Cineplex wanted to remind hardworking Canadians that the busyness of everyday life can consume us, and over time, we lose perspective on the things that are most important. People of all ages need to remember the bigger picture—that there is more to life.We need more of this perspective—and what better place than Cineplex to rediscover it. So when we ask people to "See The Big Picture" we are not only reminding them of the theatre chain’s unrivalled entertainment experience, we are also asking them to rediscover the meaningful role entertainment can play in their lives. Execution We chose to release the 2-minute film on Facebook, YouTube and Cineplex.com during the holidays when people would be most likely to share its message, “Make time for what you love.” The film launched with virtually no online media weight as we were certain the film would quickly resonate with people not only in Canada, but across the world. Campaign Description To launch the platform, we wrote a story about rediscovering the importance of entertainment in your life. For many, this joy was first discovered during childhood, before life’s demands. Written and produced with the intention of being as entertaining as the films shown at Cineplex theatres, we created a short animated film entitled “Lily & the Snowman”. The film told a parable of entertainment in a woman’s life, from childhood to adulthood. The film features a cover of Genesis’ “Follow You Follow Me” performed by singer Adaline. The song was streamed on Spotify and Apple Music and could be downloaded on iTunes with all proceeds going to Cineplex’s charity Free the Children.
莉莉和雪人
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Lily & The Snowman
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基本信息
- 广告战役： #Cineplex-网络-d762#
- 广告品牌： Cineplex
- 发布日期： 2000
- 行业领域： 影音娱乐 , 商务服务
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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