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印度墨水
案例简介：简介; 印度摩托车是一个最近从破产中恢复过来的品牌，在美国摩托车市场萎缩的情况下，面临着庞然大物哈雷戴维森的挑战。为了以哈雷公司 7分之1 的预算窃取份额和客户，我们需要打破惯例，找到吸引兴趣的新方法。当我们探索征服目标的心态时，我们发现他们也是纹身文化的积极参与者。通过民族志研究，我们的洞察力被点击了: 摩托车和纹身都是亚文化，植根于证明你的激情和承诺的需求。这个案例展示了我们如何利用品牌第一的生活方式媒体伙伴关系和世界上第一个从印度摩托车字面上制作的纹身制作技术来制作内容，这将给摩托车行业留下不可磨灭的印记 -不辜负我们的品牌承诺 “成为传奇”。战略; 不到 2% 的美国人口骑摩托车 -- 而且这个数字正在减少。在这个子集中，我们需要确定从哈雷手中征服的最有希望的前景。有一些哈雷的拥护者太过分了: 炫耀高清车牌和名叫哈雷的狗 (或孩子)。但是初级研究发现了我们创造的 “天生领先” 的征服心态。 “他们被摩托车吸引，更多的是为了欣赏下车和骑马的实际体验。他们优先考虑工艺和真实性，并对摩托车是如何制造的有着深刻的了解和理解。有趣的是，我们还发现，这些观众对纹身文化及其所体现的平行工艺和艺术性有很强的亲和力。从这一观察中，一种策略诞生了。; 相关性; 媒体分析表明，我们的目标过度被列入纹身文化的基石《墨迹杂志》的读者群。因此，我们给印度人带来了一个大胆的提议: 我们将通过这个生活方式平台达到我们的目标，而不是他们通常的流行媒体战略，将有限的预算集中在基于摩托车的出版物上。因此，我们与 Inked 的内容合作成为了印度人第一次涉足生活方式媒体，并给了我们一个空白的画布来创建符合我们行为策略的视频内容。当然，我们需要的是一个足够传奇的想法，让人们真正关注。; 结果; 我们的总预算是 75,000 美元，所以我们要求这场运动通过赚来的媒体产生额外的价值。我们支付了 6.5 的保证印象 -- 并通过盈利媒体产生了超过 20 毫米的广告价值，计算为 1,169,160 美元: 是我们预算的 15 倍。; 在没有付费搜索的情况下，印度的终身搜索量在视频发布的那一周达到顶峰。尽管印度网站的流量为零，我们还是接待了 82% 新访客, 在同一时期，他们平均比其他访问者多花 59% 的时间和访问 7% 的页面，这加强了在产生合格征服线索方面的成功。最后，虽然不是直接的原因，但印度的份额从 2014年底我们第一次实施 “传奇” 时的 2.6% 上升到 2016年9月的 10%，紧随这场运动之后, 证明我们更广泛的行为策略是有效的。; 执行; 摩托车越野赛传奇凯里 · 哈特是印度现有的品牌大使。他也碰巧是一个狂热的纹身迷。我们认为摩托车和纹身都是肤浅的兴趣，需要主人展示激情和承诺，这一见解成为了一个创造性的平台: 如果骑马是你的血液, 证明它。我们要求凯里证明这些双重激情 -- 通过用我们从他自己的印度摩托车烧坏的碳制成的墨水纹身来证明他儿子的名字: 世界上第一个不负重任的传奇人物。我们在视频中捕捉到了制作墨水和纹身凯里的过程。我们支持六页定制的印字广告，并通过实际提供印度摩托车墨水的限量版来扩展它？在全国范围内选择骑自行车的纹身店。一周就卖完了。; 竞选描述; 有人说骑马是他们的血液。印度摩托车给了他们第一次证明这一点的机会。; 与印度摩托车合作，我们创造了世界上第一个由摩托车燃尽的碳组成的纹身墨水。碳是从自由式越野摩托车图标凯里 · 哈特在他修改过的印度超级流氓身上产生的倦怠样本中仔细提取的。; 然后，原始碳被一家领先的墨水制造商净化成安全、无菌的墨水，并在国际上有限数量地释放到选择纹身店。; 一部记录墨水创作的电影,推出产品，并为骑手提供纹身的机会。
印度墨水
案例简介：Synopsis;Indian Motorcycle was a brand recently back from bankruptcy, facing off against behemoth Harley-Davidson in a shrinking American motorcycle market. To steal share and customers with a budget one seventh that of Harley’s, we needed to break convention and find novel ways to attract interest. As we explored the mindset of our conquest target, we discovered that they were also active participants in tattoo culture. Through ethnographic research, our insight clicked: both motorcycles and tattoos were subcultures rooted in a need to prove your passion and commitment. This case shows how we leveraged a brand-first lifestyle media partnership and the world’s first tattoo production technique literally crafted from an Indian Motorcycle to create content that would leave an indelible mark on the motorcycle industry—and live up to our brand promise “Be Legendary.”;Strategy;Less than 2% of the U.S. population rides motorcycles—and that number is shrinking. Within that subset, we needed to identify the most promising prospects to conquest from Harley. There were some Harley loyalists who were too much of a stretch: flaunting HD license plates and dogs (or kids) named Harley. But primary research identified a conquest mindset we coined “Born to Lead.” They were drawn to motorcycles less for the biker outlaw image and tight camaraderie offered by Harley, and more for an appreciation of the actual experience of getting out and riding. They prioritized craftsmanship and authenticity, and had deep knowledge and understanding for how motorcycles were built. Interestingly, we also discovered that this audience had a strong affinity for tattoo culture and the parallel craft and artistry it embodied. From this observation, a strategy was born.;Relevancy;Media analysis showed that our target over-indexed for readership of Inked magazine, a cornerstone of tattoo culture. So, we brought Indian a bold proposal: rather than their usual endemic media strategy focusing their limited budget on motorcycle-based publications, we would reach our target through this lifestyle platform. Our content partnership with Inked thus became Indian’s first foray into lifestyle media and gave us a blank canvas to create video content that would live up to our behavioral strategy. All we needed, of course, was an idea legendary enough that folks would actually pay attention.;Outcome;Our total budget was $75,000, so we required the campaign to generate additional value through earned media. We paid for 6.5MM guaranteed impressions—and generated over 20MM through earned media, an ad value calculated at $1,169,160: 15 times our budget.;Using no paid search, Indian’s lifetime search volume peaked the week of the video’s launch. Despite driving zero paid traffic to Indian’s website, we received 82% new visitors, who spent an average 59% more time and visited 7% more pages than other visitors in the same period—reinforcing success in generating qualified conquest leads. Finally, while not directly attributable, Indian’s share went from 2.6% when we first implemented “Be Legendary” in late 2014 to 10% in September 2016, immediately following this campaign, proving our broader behavioral strategy was working.;Execution;Motocross legend Carey Hart was an existing brand ambassador for Indian. He also happened to be an avid tattoo fan. Our insight that both motorcycles and tattoos were interests that ran more than skin deep, and required demonstrations of passion and commitment from their owners, became a creative platform: If riding is in your blood, prove it. We challenged Carey to prove these dual passions—by getting a tattoo of his son’s name made from ink we formulated from the burn-out carbon of his own Indian Motorcycle: a world’s first that lived up to the charge of doing something legendary. We captured the process of making the ink and tattooing Carey in our video. We supported six-page custom print advertorial for Inked, and extended it by actually offering a limited-edition run of Indian Motorcycle Ink? in select biker-focused tattoo parlors nationwide. It sold out in a week.;Campaign Description;Some people say riding is in their blood. Indian Motorcycle gave them the first-ever opportunity to prove it.;Working with Indian Motorcycle, we created the world’s first tattoo ink composed of carbon from a motorcycle burnout. The carbon was carefully extracted from a sample of a burnout created by freestyle motocross icon Carey Hart on his modified Indian Super Hooligan.;The raw carbon was then purified into safe, sterile ink by a leading ink manufacturer, and released in limited quantities to select tattoo parlors, internationally.;A film documenting the creation of the ink ran, launching the product and offering riders a chance to get tattooed.
Indian Inked
案例简介：简介; 印度摩托车是一个最近从破产中恢复过来的品牌，在美国摩托车市场萎缩的情况下，面临着庞然大物哈雷戴维森的挑战。为了以哈雷公司 7分之1 的预算窃取份额和客户，我们需要打破惯例，找到吸引兴趣的新方法。当我们探索征服目标的心态时，我们发现他们也是纹身文化的积极参与者。通过民族志研究，我们的洞察力被点击了: 摩托车和纹身都是亚文化，植根于证明你的激情和承诺的需求。这个案例展示了我们如何利用品牌第一的生活方式媒体伙伴关系和世界上第一个从印度摩托车字面上制作的纹身制作技术来制作内容，这将给摩托车行业留下不可磨灭的印记 -不辜负我们的品牌承诺 “成为传奇”。战略; 不到 2% 的美国人口骑摩托车 -- 而且这个数字正在减少。在这个子集中，我们需要确定从哈雷手中征服的最有希望的前景。有一些哈雷的拥护者太过分了: 炫耀高清车牌和名叫哈雷的狗 (或孩子)。但是初级研究发现了我们创造的 “天生领先” 的征服心态。 “他们被摩托车吸引，更多的是为了欣赏下车和骑马的实际体验。他们优先考虑工艺和真实性，并对摩托车是如何制造的有着深刻的了解和理解。有趣的是，我们还发现，这些观众对纹身文化及其所体现的平行工艺和艺术性有很强的亲和力。从这一观察中，一种策略诞生了。; 相关性; 媒体分析表明，我们的目标过度被列入纹身文化的基石《墨迹杂志》的读者群。因此，我们给印度人带来了一个大胆的提议: 我们将通过这个生活方式平台达到我们的目标，而不是他们通常的流行媒体战略，将有限的预算集中在基于摩托车的出版物上。因此，我们与 Inked 的内容合作成为了印度人第一次涉足生活方式媒体，并给了我们一个空白的画布来创建符合我们行为策略的视频内容。当然，我们需要的是一个足够传奇的想法，让人们真正关注。; 结果; 我们的总预算是 75,000 美元，所以我们要求这场运动通过赚来的媒体产生额外的价值。我们支付了 6.5 的保证印象 -- 并通过盈利媒体产生了超过 20 毫米的广告价值，计算为 1,169,160 美元: 是我们预算的 15 倍。; 在没有付费搜索的情况下，印度的终身搜索量在视频发布的那一周达到顶峰。尽管印度网站的流量为零，我们还是接待了 82% 新访客, 在同一时期，他们平均比其他访问者多花 59% 的时间和访问 7% 的页面，这加强了在产生合格征服线索方面的成功。最后，虽然不是直接的原因，但印度的份额从 2014年底我们第一次实施 “传奇” 时的 2.6% 上升到 2016年9月的 10%，紧随这场运动之后, 证明我们更广泛的行为策略是有效的。; 执行; 摩托车越野赛传奇凯里 · 哈特是印度现有的品牌大使。他也碰巧是一个狂热的纹身迷。我们认为摩托车和纹身都是肤浅的兴趣，需要主人展示激情和承诺，这一见解成为了一个创造性的平台: 如果骑马是你的血液, 证明它。我们要求凯里证明这些双重激情 -- 通过用我们从他自己的印度摩托车烧坏的碳制成的墨水纹身来证明他儿子的名字: 世界上第一个不负重任的传奇人物。我们在视频中捕捉到了制作墨水和纹身凯里的过程。我们支持六页定制的印字广告，并通过实际提供印度摩托车墨水的限量版来扩展它？在全国范围内选择骑自行车的纹身店。一周就卖完了。; 竞选描述; 有人说骑马是他们的血液。印度摩托车给了他们第一次证明这一点的机会。; 与印度摩托车合作，我们创造了世界上第一个由摩托车燃尽的碳组成的纹身墨水。碳是从自由式越野摩托车图标凯里 · 哈特在他修改过的印度超级流氓身上产生的倦怠样本中仔细提取的。; 然后，原始碳被一家领先的墨水制造商净化成安全、无菌的墨水，并在国际上有限数量地释放到选择纹身店。; 一部记录墨水创作的电影,推出产品，并为骑手提供纹身的机会。
Indian Inked
案例简介：Synopsis;Indian Motorcycle was a brand recently back from bankruptcy, facing off against behemoth Harley-Davidson in a shrinking American motorcycle market. To steal share and customers with a budget one seventh that of Harley’s, we needed to break convention and find novel ways to attract interest. As we explored the mindset of our conquest target, we discovered that they were also active participants in tattoo culture. Through ethnographic research, our insight clicked: both motorcycles and tattoos were subcultures rooted in a need to prove your passion and commitment. This case shows how we leveraged a brand-first lifestyle media partnership and the world’s first tattoo production technique literally crafted from an Indian Motorcycle to create content that would leave an indelible mark on the motorcycle industry—and live up to our brand promise “Be Legendary.”;Strategy;Less than 2% of the U.S. population rides motorcycles—and that number is shrinking. Within that subset, we needed to identify the most promising prospects to conquest from Harley. There were some Harley loyalists who were too much of a stretch: flaunting HD license plates and dogs (or kids) named Harley. But primary research identified a conquest mindset we coined “Born to Lead.” They were drawn to motorcycles less for the biker outlaw image and tight camaraderie offered by Harley, and more for an appreciation of the actual experience of getting out and riding. They prioritized craftsmanship and authenticity, and had deep knowledge and understanding for how motorcycles were built. Interestingly, we also discovered that this audience had a strong affinity for tattoo culture and the parallel craft and artistry it embodied. From this observation, a strategy was born.;Relevancy;Media analysis showed that our target over-indexed for readership of Inked magazine, a cornerstone of tattoo culture. So, we brought Indian a bold proposal: rather than their usual endemic media strategy focusing their limited budget on motorcycle-based publications, we would reach our target through this lifestyle platform. Our content partnership with Inked thus became Indian’s first foray into lifestyle media and gave us a blank canvas to create video content that would live up to our behavioral strategy. All we needed, of course, was an idea legendary enough that folks would actually pay attention.;Outcome;Our total budget was $75,000, so we required the campaign to generate additional value through earned media. We paid for 6.5MM guaranteed impressions—and generated over 20MM through earned media, an ad value calculated at $1,169,160: 15 times our budget.;Using no paid search, Indian’s lifetime search volume peaked the week of the video’s launch. Despite driving zero paid traffic to Indian’s website, we received 82% new visitors, who spent an average 59% more time and visited 7% more pages than other visitors in the same period—reinforcing success in generating qualified conquest leads. Finally, while not directly attributable, Indian’s share went from 2.6% when we first implemented “Be Legendary” in late 2014 to 10% in September 2016, immediately following this campaign, proving our broader behavioral strategy was working.;Execution;Motocross legend Carey Hart was an existing brand ambassador for Indian. He also happened to be an avid tattoo fan. Our insight that both motorcycles and tattoos were interests that ran more than skin deep, and required demonstrations of passion and commitment from their owners, became a creative platform: If riding is in your blood, prove it. We challenged Carey to prove these dual passions—by getting a tattoo of his son’s name made from ink we formulated from the burn-out carbon of his own Indian Motorcycle: a world’s first that lived up to the charge of doing something legendary. We captured the process of making the ink and tattooing Carey in our video. We supported six-page custom print advertorial for Inked, and extended it by actually offering a limited-edition run of Indian Motorcycle Ink? in select biker-focused tattoo parlors nationwide. It sold out in a week.;Campaign Description;Some people say riding is in their blood. Indian Motorcycle gave them the first-ever opportunity to prove it.;Working with Indian Motorcycle, we created the world’s first tattoo ink composed of carbon from a motorcycle burnout. The carbon was carefully extracted from a sample of a burnout created by freestyle motocross icon Carey Hart on his modified Indian Super Hooligan.;The raw carbon was then purified into safe, sterile ink by a leading ink manufacturer, and released in limited quantities to select tattoo parlors, internationally.;A film documenting the creation of the ink ran, launching the product and offering riders a chance to get tattooed.
印度墨水
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Indian Inked
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基本信息
- 广告品牌： Indian Motorcycle
- 发布日期： 2018-08-01
- 行业领域： 摩托车 , 出行工具 , 汽车/工具
- 媒体类别： 短视频
- 广告语言： 印度语
- 媒介平台： 网络
- 获得奖项：
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