Almost Identical|短视频|广告营销案例【ADGuider广告指南】

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案例简介：结果和有效性: 这场运动是阿根廷评论最多的运动之一。这部纪录片作为品牌内容在 YouTube 和 Facebook 上疯传。在短短一周内，它达到了 1000万次观看。该活动在品牌、享受、参与和品牌吸引力方面表现强劲，与全国平均水平有显著差异。它超过了以前竞选的结果。但最重要的是，它把口香糖变成了我们目标的话题, 以前从未发生过的事情，在这个类别中，过去唯一传达的是产品的内在属性，例如新鲜度。创意执行: 为了让这个想法奏效，有必要做一个尽可能真实的实验，一种消费者可以体验的体验。我们在 MACBA (布宜诺斯艾利斯当代艺术博物馆) 创建了一个互动展览。为了达到我们的目标并邀请他们，我们在学校和大学里制作了家庭广告、传单和海报。我们还邀请他们通过 Beldent fanpage。一旦实验完成，有必要制定一个媒体策略，以便目标能够看到结果。鉴于我们的核心目标通过数字媒体的高度集中，媒体团队开发了一个完美的组合，电视在其中发挥了重要作用。电视是阿根廷最有影响力的媒体，它让我们对引导人们在网络上观看完整纪录片的运动进行了预告, 与目标产生对话的地方。见解、战略和想法: 当嚼口香糖有社会污名时，如何增加嚼口香糖的频率。我们进行了一个基于这个问题的社会实验。这个想法是为了展示当我们看着同一个人时会发生什么，有口香糖也没有口香糖。为了实现这一点，我们组织了一个完全相同的双胞胎展览。他们之间唯一的区别是一个是口香糖，另一个不是。参观展览的观众可以与他们互动，并就一系列与双胞胎形象相关的问题进行投票。活动触及的主题与客户和目标都相关，因为我们可以表明社会耻辱是没有根据的。这使得消费情况扩大。与此同时，目标能够咀嚼口香糖，而不会觉得他们做错了什么。

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案例简介：Results and Effectiveness: The campaign was one of the most commented on in Argentina. The documentary went viral on YouTube and on Facebook as brand content. In just one week it reached 10 million views. The campaign had a strong performance in branding, enjoyment, involvement and brand appeal and it had a significant difference versus the national average. It exceeded the results of previous campaigns. But above all, it turned gum into a topic of conversation for our target, something that had never happened before in a category where the only thing that used to be communicated was the intrinsic attribute of the product, e.g. freshness. Creative Execution: For the idea to work, it was necessary to do an experiment that would be as real as possible, an experience that consumers could live. We created an interactive exhibition at MACBA (Museum of Contemporary Art of Buenos Aires). To reach our target and invite them, we made out of home ads, flyers and posters in schools and universities. We also invited them through the Beldent fanpage. Once the experiment was finished, it was necessary to develop a media strategy so that the target could see the results. Given the strong concentration of our core target through digital media, the media team developed a perfect mix where TV played an essential role. TV is the medium with the strongest presence in Argentina and it allowed us to make a teaser of the campaign that directed people to watch the complete documentary on the web, where a dialogue with the target was generated. Insights, Strategy and the Idea: How to increase the frequency of consumption of Beldent when there was a social stigma attached to gum chewing. We conducted a social experiment based on the identification of this problem. The idea was to show what happens when we look at the same person, with and without gum. To enact this, we organized an exhibition with perfectly identical twins. The only difference between them was that one was chewing gum and the other wasn't. The audience that visited the exhibition could interact with them and vote on a series of questions related to the twins' image. The theme that the campaign touched on was relevant for both client and target because we could show that the social stigma was unfounded. This allowed for a broadening of situations for consumption. And at the same time, the target was able to chew gum without feeling like they are doing something wrong.