SPONSOR THE WHITE HOUSE|短视频|广告营销案例【ADGuider广告指南】

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赞助白宫

案例简介：描述客户的简报在澳大利亚混乱且基本通用的面料护理市场，我们希望消失的纳皮桑以制作白色衣服而闻名。描述促销如何从概念发展到实施在美国债务危机最严重的时候，我们写信给每一位国会议员，提议以 2500万美元赞助白宫，并同时向奥巴马总统发布了 YouTube 宣传。然后我们派我们的品牌大使亚当 · 惠特克去华盛顿。在一家美国游说公司的帮助下，我们向国会议员、参议员、普通美国人甚至特勤局推销，一路上为我们的 Facebook 观众发布更新和电影。这引起了全球媒体的兴趣。当奥巴马不可避免地说 “不” 时，我们利用公众宣传发起了我们真正的运动 -- 一个澳大利亚范围内的消费者促销活动，赞助一个真正的澳大利亚家庭的 “白宫”。描述客户和消费者的成功促销，包括一些可量化的结果: 仅在澳大利亚，1100万人的公关覆盖面就比以往任何消失的纳皮桑竞选活动都多 15 倍，93% “白人” 信息的渗透 150 分钟，澳大利亚赢得的媒体在每个主要的澳大利亚都有报道报纸在美国全国电视社交媒体上获得了两个 6 分钟的片段，达到 600,000 + 解释为什么促销方法与产品或服务最相关我们知道一个厚颜无耻的促销活动会在一个传统上非常保守的类别中表现出色。通过公关、广播、电视、环境、现场露面、在线电影和社交媒体的有效结合，它抓住了澳大利亚公众的想象力，并为消费者的重大宣传提供了完美的平台。

赞助白宫

案例简介：Describe the brief from the client In Australia’s cluttered and largely generic fabric care market, we wanted Vanish Napisan to be famous for making white clothes white. Describe how the promotion developed from concept to implementation At the height of the US Debt Crisis, we wrote to every member of Congress offering to sponsor the White House for $25 million and simultaneously released a YouTube pitch to President Obama. Then we sent our brand ambassador, Adam Whittaker, to Washington DC. With the help of a US lobby firm, we pitched to Congressmen, Senators, everyday Americans and even the Secret Service, posting updates and films for our Facebook audience along the way. This generated global media interest. And, when Obama inevitably said "no", we used the publicity to launch our real campaign - an Australia-wide consumer promotion to sponsor a real Aussie family's 'white house'. Describe the success of the promotion with both client and consumer including some quantifiable results: Generated 15 times more media coverage than any previous Vanish Napisan campaign PR reach of 11 million people in Australia alone 93% penetration of "whiter whites" message 150 minutes of earned media in Australia Featured in every major Australian newspaper Secured two 6-minute segments on national US television Social media reach of 600,000+ Explain why the method of promotion was most relevant to the product or service We knew a cheeky promotional campaign would deliver massive standout in a category that is, traditionally, very conservative. Through a potent mix of PR, radio, television, ambient, live appearances, online films and social media it captured the Australian public’s imagination, and provided the perfect platform for a major consumer promotion.