Introducing The Radio Sticker 4|音频|广告营销案例【ADGuider广告指南】

介绍广播贴纸 4

案例简介：你的第一个百万已经从现在开始五分钟了。在每个萨兹卡收集点，你可以玩一个新的赌博游戏上下文目标和情况背景我们的客户萨兹卡是捷克共和国最大的国家彩票公司 -- 决定运行全新类型的名为基诺的彩票游戏。这场比赛的主要好处是每五分钟就有一场平局。主要目标是尽可能经济高效地在市场上推出新的彩票，同时也传达核心产品优势: 每五分钟抽奖一次。哲学/解决方案媒体解决方案为了实现沟通目标，我们决定将媒介与产品相匹配，专注于一种媒介，这种媒介是人们日常生活的有力补充。无线电是尽可能经济有效地进入大众市场的最佳手段，它也为展示关键产品效益提供了绝佳的机会。在发射活动的第一天，最大调频网络的电波 (覆盖范围超过 40%) 每隔五分钟就会打断一则强调新游戏主要好处的 10 秒广告。我们为这种新的广告形式命名，“电台记者”。进入动机 Mediaedge: 中情局发起并制定了一项高度侵入性的广播战略，通过为捷克市场创建媒体: 广播贴纸来支持基诺彩票游戏的推出。在产品主张和媒体战略的完美匹配中，我们设计了 “广播贴纸”，根据该设计，基诺的广告每五分钟在全国最大的广播电台播出一次。这一战略不仅使我们能够每天有效覆盖 40% 的捷克人口，而且这种极具侵入性和品牌相关性的方法导致了一次非常成功的启动活动。

介绍广播贴纸 4

案例简介：Your first million already five minutes from now. At every Sazka collection point you can play a new betting game â KENO Context Objectives and situation background Our client Sazka â the biggest national lottery company in the Czech Republic - decided to run brand new type of the lottery game named KENO. The main benefit of this game is the fact that a draw takes place every five minutes. The main objective was to launch the new lottery on the market as cost-effectively as possible, while also communicating the core product benefit: a draw every five minutes. Philosophy/Solution Media Solution To fulfill the communication goals we decided to match the medium to the product by concentrating on the one medium which is a continual accompaniment to peopleâs daily lives. Radio was the best means of reaching the mass market as cost-effectively as possible and it also provided the perfect opportunities for demonstrating the key product benefit. During the first day of the launch campaign, the airwaves of the biggest FM network (coverage over 40%) were interrupted every five minutes with a ten-second ad stressing the main benefits of the new game. We christened this new form of advertising, âthe radio stickerâ. Motivation of entry Mediaedge:cia originated and developed a highly intrusive radio strategy in support of the launch of the KENO lottery game, through the creation of a media first for the Czech market: the radio sticker. In a perfect match of product proposition and media strategy, we devised the âRadio Stickerâ, whereby ads for KENO were scheduled every five minutes on the countryâs biggest radio station. Not only did this strategy enable us to effectively cover 40% of the Czech population per one day, but this extremely intrusive and brand-relevant approach resulted in a highly successful launch campaign.