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哎呀
案例简介：Oops 活动是首先考虑到观众的。你丢了多少次手机，希望你没有破解屏幕？“免费屏幕替换” 道具提供了一个符合真正洞察力的人类利益，它也给 O2 带来了与竞争对手独特的不同之处。该策略旨在以最突出和最有影响力的方式激活道具。我们使用了所有可能的基于屏幕的和屏幕形状的媒体，并付费提供了一个破碎屏幕的字面演示，导致巨大的嗡嗡声, 经过验证，品牌指标在宣传活动中的积极转变，甚至是艾伦 · 苏格爵士的推特。这项活动非常成功，又投入了 150 万英镑来支持第2 的活动，为 iPhone X 的发布提供了至关重要的品牌空气罩。我们对媒体的 “疯狂” 使用表明，一个简单的、创造性地执行的信息不仅能带来名声，还能在关键时刻让我们领先于竞争对手。我们通过戏剧性地展示在每一个可能的媒体放置中粉碎你的手机的恐惧，带来了不可错过的影响。“Oops” 创意提供了一个独特的信息，可以通过视觉媒体利用，反过来帮助我们赢得媒体。这种简单性意味着我们不依赖昂贵的 60s 电视节目，相反，我们将付费预算集中在定制的 OOH 和新闻格式上。我们还使用 Facebook 和 Instagram 故事中的定制观众来围绕 “oops” 提供定制的内容时刻。
哎呀
案例简介：The Oops campaign was created with the audience in mind first. How many times do you drop your phone hoping you haven’t cracked your screen? The ‘Free Screen Replacement’ prop delivered a human benefit in line with a genuine insight and it also gave O2 a unique point of difference vs the competition. The strategy was designed to activate the prop in the most stand out and impactful way. We used every possible screen based and screen shaped media across owned retail and paid to provide a literal demonstration of smashed screens resulting in huge buzz, proven positive shifts on brand metrics post campaign and even a tweet from Sir Alan Sugar. The campaign was so successful a further £1.5m was invested to support a 2nd burst of activity, providing crucial brand air cover for the iPhone X launch. Our ‘cracking’ use of media shows how a simple message, creatively executed can deliver not only fame but also put us ahead of our competitors at a crucial time.We delivered unmissable impact through dramatically demonstrating the fear of smashing your phone in every media placement possible. The ‘Oops’ creative provided a distinct message that could be leveraged through visual media and in turn help fuel our earned media.The simplicity meant we weren’t reliant on expensive 60s TV spots and instead we focused paid budget across bespoke OOH and press formatsWe also used custom audiences across Facebook and Instagram Stories to deliver tailored content around ‘Oops’ moments.
Oops
案例简介：Oops 活动是首先考虑到观众的。你丢了多少次手机，希望你没有破解屏幕？“免费屏幕替换” 道具提供了一个符合真正洞察力的人类利益，它也给 O2 带来了与竞争对手独特的不同之处。该策略旨在以最突出和最有影响力的方式激活道具。我们使用了所有可能的基于屏幕的和屏幕形状的媒体，并付费提供了一个破碎屏幕的字面演示，导致巨大的嗡嗡声, 经过验证，品牌指标在宣传活动中的积极转变，甚至是艾伦 · 苏格爵士的推特。这项活动非常成功，又投入了 150 万英镑来支持第2 的活动，为 iPhone X 的发布提供了至关重要的品牌空气罩。我们对媒体的 “疯狂” 使用表明，一个简单的、创造性地执行的信息不仅能带来名声，还能在关键时刻让我们领先于竞争对手。我们通过戏剧性地展示在每一个可能的媒体放置中粉碎你的手机的恐惧，带来了不可错过的影响。“Oops” 创意提供了一个独特的信息，可以通过视觉媒体利用，反过来帮助我们赢得媒体。这种简单性意味着我们不依赖昂贵的 60s 电视节目，相反，我们将付费预算集中在定制的 OOH 和新闻格式上。我们还使用 Facebook 和 Instagram 故事中的定制观众来围绕 “oops” 提供定制的内容时刻。
Oops
案例简介：The Oops campaign was created with the audience in mind first. How many times do you drop your phone hoping you haven’t cracked your screen? The ‘Free Screen Replacement’ prop delivered a human benefit in line with a genuine insight and it also gave O2 a unique point of difference vs the competition. The strategy was designed to activate the prop in the most stand out and impactful way. We used every possible screen based and screen shaped media across owned retail and paid to provide a literal demonstration of smashed screens resulting in huge buzz, proven positive shifts on brand metrics post campaign and even a tweet from Sir Alan Sugar. The campaign was so successful a further £1.5m was invested to support a 2nd burst of activity, providing crucial brand air cover for the iPhone X launch. Our ‘cracking’ use of media shows how a simple message, creatively executed can deliver not only fame but also put us ahead of our competitors at a crucial time.We delivered unmissable impact through dramatically demonstrating the fear of smashing your phone in every media placement possible. The ‘Oops’ creative provided a distinct message that could be leveraged through visual media and in turn help fuel our earned media.The simplicity meant we weren’t reliant on expensive 60s TV spots and instead we focused paid budget across bespoke OOH and press formatsWe also used custom audiences across Facebook and Instagram Stories to deliver tailored content around ‘Oops’ moments.
哎呀
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Oops
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基本信息
- 广告战役： #Oops#
- 广告品牌： Claro Smartphones
- 发布日期： 2018-11-01
- 行业领域： 通信服务 , 生活服务
- 媒体类别： 短视频
- 广告语言： 西班牙语
- 媒介平台： 网络
- 获得奖项：
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