Cog|短视频|广告营销案例【ADGuider广告指南】

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Cog

案例简介：2 分钟的广告，题为 âcogâ, 使用新协议中超过 85 个单独的部分，这些部分精确而复杂地敲击到另一个部分，并相互作用，形成复杂的连锁反应，持续到新协议最终被揭示。当本田找到我们时，他们在英国汽车市场表现不佳。这种表现不佳的最突出原因之一是他们的隐性形象。他们被认为是乏味但可靠的。好的工程师，但不起眼的汽车制造商。汽车市场过于混乱和复杂，人们无法考虑许多汽车品牌。越隐性的人很快就会从人们的注意力中消失。我们的任务很清楚 -- 让本田进入人们的入围名单。这意味着要打击本田作为一个品牌的看法，而不仅仅是颂扬汽车的优点。洪达的企业文化和历史具有独特的吸引力。本田先生本人是一个迷人的、意想不到的角色。不讲这些故事会是通信犯罪。所以我们在一系列品牌和产品广告中告诉他们，这些广告解释了 honda 的梦想哲学的力量自从我们 2002年开始与本田合作以来，他们的销售额增长了 55%。本田对下一款车的考虑从 2002年的 12% 上升到 2006年的 26%。广告意识在竞争对手大众和丰田的一小部分支出上领先。该活动带来了超过 400m 的增量销售收入，并帮助本田网站成为任何汽车制造商中访问量最大的网站。

Cog

案例简介：The 2 minute commercial, entitled âcogâ, uses over 85 individual parts of the new Accord which precisely and intricately âknock on toâ and interact with one another to form a complex chain reaction which lasts until the new Accord is finally revealed. When Honda came to us, they were underperforming in the UK car market. One of the most striking reasons for this under-performance was their recessive image. They were seen as dull but reliable. Good engineers, but uninspiring car makers. The car market is too cluttered and too complicated for people to consider many car brands. The more recessive ones fade from peopleâs attention very quickly. Our task was clear â get Honda onto peopleâs shortlists. This meant combating perceptions of Honda as a brand, not just extolling the virtues of the cars. Hondaâs corporate culture and history are uniquely compelling. Mr. Honda himself was a fascinating, unexpected character. Not to tell these stories would have been a communications crime. So we told them in a series of brand and product ads that explain Hondaâs âPower Of Dreamsâ philosophy Since we started working with Honda in 2002, their sales are up 55%. Consideration of Honda for next car is up from 12% in 2002 to 26% in 2006. Ad awareness is ahead of rivals VW and Toyota on a fraction of their spend. The campaign has delivered over Â£400m in incremental sales revenue and has helped Honda's website become most visited of any car manufacturer.