Strellson: Make Yourself Unstoppable|短视频|广告营销案例【ADGuider广告指南】

斯特雷森: 让自己势不可挡

案例简介：相关性 Strellson 第一次通过在线音乐视频吸引人们对其品牌信息的关注。我们在现代重新诠释中选择了一首世界著名的女王歌曲，成为所有走自己路的人的新歌。最后，我们创造了一种新的流行文化，把女王的粉丝变成了 Strellson 的粉丝，并激励世界各地的男人让自己势不可挡。执行在选择性地预听之后，我们请英国歌手兼创作人兼明星制作人 MNEK 报道女王的流行歌曲《不要现在阻止我》。现代的、朗朗上口的摇滚经典成为了视频的主题曲。拍摄持续了一周，发生在索非亚的一个电影城。挑战是将 “让自己不可阻挡” 的信息翻译成一部真正不可阻挡的电影。精心设计的布景结构、众多的临时演员和道具在快速变化的环境中创造了各种故事情节的印象。斯特雷森在一个特别选择的日期发起了新的活动: 9月5日，弗雷迪 · 水星 70 岁生日。这部电影在社交媒体渠道 Facebook 、 Instagram 和 YouTube 上以及与我们的目标群体相关的时尚和趋势博客上传播。活动描述斯特雷森鼓励男人跟随他们的内心动力，走自己的路。这就是为什么世界著名的女王歌曲《现在不要阻止我》，在明星制片人 MNEK 的独家封面版本中，成为我们在新战役中的国歌。歌词完美地概括了品牌的精神，迷人的执行使音乐视频变得不可阻挡。它讲述了一个穿着 Strellson 西装的自信男人的故事，他正在一个奇异的世界里进行一次壮观的旅行。他坚定不移地继续前进 -- 忠于 “让自己势不可挡” 的座右铭。这部电影传达了 Strellson 的高端高档西装和自信的风格在任何情况下都给男人支持和安慰。战略 Strellson 为热情的男人提供优质时尚，他们走自己的路。不断重塑自己的男人。总是渴望新事物的男人。关于这些价值观，我们构建了新的品牌核心: “永不停止的开始”。女王的 “现在不要阻止我” 的歌词及其动态完全符合品牌的精神。通过使用这首著名的歌曲，我们将战略概念翻译成一首引人入胜的国歌，激励人们尽可能地走自己的路。为了吸引更多的关注并向女王的前线人物致敬，斯特尔森在一个特别选择的日期 -- 9月5日，弗雷迪 · 水星 70 岁生日 -- 发起了新的活动。概要时装业正面临着新一代的男人: 那些不通过服装而是通过态度来定义自己的男人。所以我们需要为 Strellson 想出一个超越销售时尚的沟通策略和想法。由于我们目标群体的生活植根于数字世界，任务是通过数字活动传达我们的品牌信息。目标: 创造一个想法，通过相关和有趣的内容与我们的目标群体联系起来。当然，也会引起很多轰动。结果在第一周，这部成功的电影在 Facebook 、 YouTube 、 Instagram 等社交媒体平台上获得了超过 1300万的浏览量。Strellson 在全球范围内获得了 43% 多名追随者，并产生了 9800万多个媒体印象。对原创歌曲的现代、新鲜接受得到了很多积极的回应。经过多次请求，斯特雷森于 10月在 Spotify 上重新租赁了 MNEK 的封面版本。

斯特雷森: 让自己势不可挡

案例简介：Relevancy For the first time, Strellson draws attention to its brand message with an online music video. We chose a world-famous Queen song in a modern reinterpretation to become the new anthem for all men who go their own way. In the end, we created a new piece of pop culture, turned Queen fans into Strellson fans and inspired men all over the world to make themselves unstoppable. Execution After selective prelistening, we asked the British singer-songwriter and star producer MNEK to cover Queen’s popular track entitled ‘Don’t Stop Me Now’. The modern, catchy take on the rock classic became the video’s theme song. The shooting lasted a week and took place in a film city in Sofia. The challenge was to translate the message “Make yourself unstoppable” into a literally unstoppable film. Elaborate set constructions, numerous extras and props in rapidly changing settings create the impression of various storylines. Strellson launched its new campaign on a specially chosen date: 5 September, Freddie Mercury's 70th birthday. The film was spread on the social media channels Facebook, Instagram and on YouTube and in fashion and trend blogs that are relevant for our target group. CampaignDescription Strellson encourages men to follow their inner drive and to go their own way. That’s why the world-famous Queen song “Don’t Stop Me Now”, in an exclusive cover version by star producer MNEK, became our anthem in the new campaign. The lyrics perfectly encapsulate the spirit of the brand and the captivating execution makes the music video literally unstoppable. It tells the story of a confident man in a Strellson suit who is on a spectacular journey through a bizarre world. He continues steadfastly on his way – true to the motto “Make yourself unstoppable”. The film communicates that Strellson’s high-end premium suits and a confident style give men support and compo-sure in every situation. Strategy Strellson makes premium fashion for passionate men who go their own way. Men who are constantly reinventing themselves. Men who are always up for something new. Regarding these values, we framed the new brand core: “Never stop beginning”. The lyrics of Queen’s “Don’t stop me now” as well as its dynamics perfectly match the spirit of the brand. By using the famous song, we translated the strategic concept into an engaging anthem that inspires men to follow their own path, come what may. In order to attract more attention and to pay tribute to Queen’s front man, Strellson launched its new campaign on a specially chosen date: 5 September, Freddie Mercury's 70th birthday. Synopsis The fashion industry is facing a new generation of men: Men who don’t define them-selves by clothing, but by their attitude. So we needed to come up with a communication strategy and idea for Strellson that goes beyond selling fashion. As the lives of our target group are rooted in the digital world, the task was to convey our brand message by a digital campaign. The aim: To create an idea that connects with our target group via relevant and entertaining content. And of course, to generate lots of buzz. Outcome Within the first weeks, the successful film got more than 13 million views on social media platforms like Facebook, YouTube, Instagram. Strellson gained 43% more followers and generated over 98 million media impressions worldwide. The modern, fresh take on the original song received lots of positive response. After numerous requests, Strellson re-leases MNEK’s cover version of the song officially on Spotify in October.