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敲击
案例简介：Silpo是乌克兰第二大杂货店。每个复活节，该国的所有商店都在用复活节蛋糕和 “krashanka” (涂有传统乌克兰图案的鸡蛋) 制作类似的促销材料。但在2020年，由于你们 “都知道什么”，我们决定改变沟通的基调。 我们以这种情况为契机，在媒体上带来一些积极的共鸣，让人们振作起来，并改变人们对复活节是老年人无聊假期的看法。这就是为什么我们的TOV变得友好和年轻的原因，我们使用现代时尚的插图，并制作了疯狂有趣的快乐鸡蛋作为这场运动的主要角色。为了使它更酷并吸引年轻的观众，我们在POSM材料中添加了贴纸包，并在Telegram messenger中提供了他们的网络版本。
敲击
案例简介：Silpo is the 2-nd biggest grocery retail in Ukraine. Every Easter all stores in the country are making similar promotional materials with Easter cakes and “krashanka” — eggs that are painted with traditional Ukrainian patterns. But in 2020 due to you “all know what” we decided to change the tone of communication. We used the situation as an opportunity to bring some positive vibes in the media, cheer people up, and change the perception of Easter as a boring holiday for elderly people. That’s why our TOV became friendly and young, we used modern stylish illustrations and made up crazy-funny-happy eggs as main characters of this campaign. To make it even cooler and engage a younger audience we added sticker packs to POSM materials and made their cyber version available in Telegram messenger.
Knock-Knock
案例简介：Silpo是乌克兰第二大杂货店。每个复活节，该国的所有商店都在用复活节蛋糕和 “krashanka” (涂有传统乌克兰图案的鸡蛋) 制作类似的促销材料。但在2020年，由于你们 “都知道什么”，我们决定改变沟通的基调。 我们以这种情况为契机，在媒体上带来一些积极的共鸣，让人们振作起来，并改变人们对复活节是老年人无聊假期的看法。这就是为什么我们的TOV变得友好和年轻的原因，我们使用现代时尚的插图，并制作了疯狂有趣的快乐鸡蛋作为这场运动的主要角色。为了使它更酷并吸引年轻的观众，我们在POSM材料中添加了贴纸包，并在Telegram messenger中提供了他们的网络版本。
Knock-Knock
案例简介：Silpo is the 2-nd biggest grocery retail in Ukraine. Every Easter all stores in the country are making similar promotional materials with Easter cakes and “krashanka” — eggs that are painted with traditional Ukrainian patterns. But in 2020 due to you “all know what” we decided to change the tone of communication. We used the situation as an opportunity to bring some positive vibes in the media, cheer people up, and change the perception of Easter as a boring holiday for elderly people. That’s why our TOV became friendly and young, we used modern stylish illustrations and made up crazy-funny-happy eggs as main characters of this campaign. To make it even cooler and engage a younger audience we added sticker packs to POSM materials and made their cyber version available in Telegram messenger.
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