SYNSAM OFFSIDE SPONSORSHIP|短视频|广告营销案例【ADGuider广告指南】

SYNSAM 越位赞助

案例简介：结果和有效性 Synsam 和 Starcom 得到了 Synsam 员工、行业同事和媒体所有者的大量积极关注。对于这种 “媒体第一” 的创新，TV4 集团受到了其他广告商最大的关注和赞赏，注意到开箱即用的思维。尽管主要媒体 vehicle Canal + 是一个利基渠道，但我们已经注意到关于这一新现象的文章、博客和评论。在英超赛季的研究部分 (6月-10月)，Synsam 在 25-59 岁男性中的广告意识提高了 30% (从 35% 提高到 48%)。品牌偏好增加了 20% (从 31% 增加到 37%)。创意执行最直接的想法是在电视上看到体育运动。我们通过寻找一个环境来提高标准，在这个环境中，Synsam 可以有所作为，并为运动体验做出贡献，而不仅仅是被动地在半场或总结比赛时存在。与 TV4 集团和 Allsvenskan (国家足球超级联赛) 合作，我们创建了自己的媒体解决方案: Synsam 展示了越位情况，这种情况需要裁判最敏锐的眼光。在广播中，讨论最多的是越位休息，需要慢动作重播，以便专家和观众决定 “越位与否？”。通过我们的解决方案，Canal + 和 TV4 Sport 的所有英超比赛都有 Synsam 提供的越位回放，标志在越位线上，观众因此被协助担任 “沙发裁判”。关于它在比赛中的样子的例子: http://youtu.be/VBjOsmhT5jA 见解、战略和想法 Synsam 拥有各种各样的时尚品牌，通常在接触女性观众方面没有困难。然而，从研究中我们知道，男性发现没有必要进行眼睛检查，尤其是尝试双焦。他们并不真正感兴趣，因此潜在的客户是提供快速解决方案的低价竞争对手。当视力恶化时，2011 的挑战变成了在 40 岁左右的男性中增加亲和力。我们必须说服他们不要满足于加油站或 DIY 商店的老花镜，而是让他们注意到并积极为自己选择 Synsam。为了做到这一点，我们需要接触男性，不仅仅是作为一个人口群体，而是让他们成为社区的一部分。当分析不同的机会时，我们决定将体育作为一个领域，在这个领域，参与和社区依恋都足够强大，Synsam 可以增加价值和具体帮助。

SYNSAM 越位赞助

案例简介：Results and Effectiveness Synsam and Starcom received a lot of positive attention from Synsam staff, industry colleagues and media owners. For this “media first” innovation TV4 Group received the greatest attention and appreciation by other advertisers, noticing the out of the box thinking. Although the primary media vehicle Canal+ is a niche channel, we have noticed articles, blogs and comments that have picked up on the new phenomenon. During the studied part of the premier league season (June-October) Synsam’s advertising awareness among men 25-59 increased by 30% (from 35% to 48%). Brand preference increased by 20% (from 31% to 37%). Creative Execution The immediate idea was to be seen around sport on TV. We raised the bar by looking for a context where Synsam could make a difference and to contribute to the sport experience, not just passively exist halftime or when a match is summarized. In collaboration with TV4 Group and, Allsvenskan (the national premier league in soccer) we created our own media solution: Synsam presented the offside situation, the situation that requires the referee’s sharpest vision. During the broadcast, it is the offside breaks that are discussed the most and requires slow motion reruns, in order for experts and viewers to decide "was it offside or not?". Through our solution all premier league matches in Canal+ and TV4 Sport had offside replays presented by Synsam with the logo alongsidet the offside line,and viewers thus were assisted in acting as "couch referees". For examples on how it looked during matches: http://youtu.be/VBjOsmhT5jA Insights, Strategy and the Idea With a wide assortment of fashion oriented brands Synsam typically has no difficulties reaching female audiences. However, from research we know that men find it unnecessary to have eye examinations, especially to try out bifocals. They are not really interested and thus potential customers for low-price competitors which offer quick solutions. The challenge for 2011 became to increase affinity among men around forty, when eyesight is deteriorating. We have to persuade them not to settle for reading glasses from the petrol station or the DIY store, but instead make them notice and actively choose Synsam for themselves. In order to do this we needed to reach men not just as a demographic group but involve them as part of a community. When analyzing different opportunities we decided on sports as an area where both engagement and community attachment was strong enough and where Synsam could add value and concrete help.