PASSPORT BEER FRIDGE|短视频|广告营销案例【ADGuider广告指南】

护照啤酒冰箱

案例简介：创意执行: 我们开始了这项运动，在欧洲各地安装了冰箱，在英国、法国和比利时停留。当一个加拿大人带着他们的护照到达时，每个人都可以享受一个莫尔森加拿大人。欧洲之后，我们把冰箱带到 SXSW 和美国的冬季经典，然后把它运到俄罗斯索契参加冬季奥运会。现场活动的在线视频在网上获得了数百万的浏览量。网上的总印象令人震惊，总计超过 billion 亿。冰箱被世界十大新闻媒体的每一家都推荐，并在吉米 · 基梅尔和其他节目中加入了流行文化。总的来说，冰箱获得了数亿美元的免费媒体和估计 10亿的总印象。在加拿大啤酒销售全面下降的市场，Molson Canadian 的销售大幅增长 -- 达到了十多年来从未见过的数字。要求是让人们为自己是加拿大人而感到自豪，让 Molson Canadian 站在前列，展示加拿大啤酒的质量。这项运动的战略是确定和突出加拿大人为家乡感到自豪的时刻。洞察是，当你在其他地方的时候，你最自豪的是你来自哪里，所以在品牌历史上第一次, 我们在海外做广告 -- 目标是在国内瞄准新客户和现有客户。

护照啤酒冰箱

案例简介：Creative Execution: We started the campaign by setting up the fridge across Europe, stopping in England, France, and Belgium. When a Canadian arrived with their passport, everyone was able to enjoy a Molson Canadian. After Europe, we took the fridge to SXSW and The Winter Classic in the US before shipping it to Sochi Russia for the Winter Olympics. The online video of the live events garnered millions of views online. Total impressions online were astounding – totalling over ¼ billion. The fridge was featured by each of the top ten news outlets in the world and broke into pop culture featuring on Jimmy Kimmel and other shows. In total, the fridge garnered hundreds of millions of dollars in free media and an estimated 1 billion total impressions. In a market that saw beer sales in Canada declining across the board, sales of Molson Canadian increased dramatically – achieving numbers that had not been seen in over a decade. The ask was to make people feel proud to be Canadian, putting Molson Canadian at the forefront and showing the quality of Canadian beer. The strategy of the campaign was to identify and highlight moments when Canadians feel proud of home. The insight is that you’re most proud of where you’re from when you’re somewhere else, so for the first time in the brand’s history, we did our advertising overseas – with the objective of targeting both new and existing customers at home.