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胡椒黑客
案例简介：执行 我们发明了 Dolmio®Pepper Hacker 是一种暂时关闭电视电源的胡椒饼干，它关闭了 wi-fi 并禁用了非本地移动应用程序，为家庭提供了高质量的、无技术的晚餐时间。为了绕过信号干扰定律，我们利用现有技术创建了一个创新的混合解决方案。我们把胡椒黑客送给帮助我们在家里隐藏摄像头的妈妈。然后，我们在 YouTube 上发布了一部在线电影，呼吁采取行动分享和帮助 Dolmio 在晚餐时间让家人聚在一起。这部电影引发了全球在线讨论，仅在 Facebook 上就有 125万多人分享这部电影。 结果 说这场运动超出了客户的预期是轻描淡写的。该活动超过了该电影在线观看的 KPI 设定的 16,394% (KPI 设定为 500,000 次观看)。在短短 4 周内，我们获得了超过 30亿的媒体印象，超过 8200万的在线电影浏览量和 27.2 澳元的媒体收入。社交媒体评论显示，我们的观众受到启发，放弃这项技术，在晚餐时间重新联系。成千上万的人评论道，推特称赞了这场运动，以及它以家庭为中心的信息，这部电影仅在 Facebook 上就获得了超过 125万的股份。 战略 Dolmio 是意大利食品行业的明显市场领导者，在澳大利亚的 200万多个家庭中都可以找到。它主要由母亲购买。然而，最近，由于墨西哥等更令人兴奋的食品类别，意大利食品类别一直在下降。Dolmio 需要再次变得相关。该品牌委托进行的一项研究发现，技术劫持了家庭晚餐时间。作为一个全心全意相信晚餐时间应该让家庭团聚的品牌，Dolmio 希望通过重新评估家庭在晚餐时间对技术的使用来帮助他们重新联系。所以，我们发明了 Dolmio Pepper 黑客。我们给了沮丧的妈妈(主要的杂货店买家) 帮助我们把相机藏在家里，并在实验展开时捕捉到它。然后，我们推出了一部在线电影，呼吁采取行动分享这部电影，并帮助 Dolmio 在晚餐时间让家人聚在一起。
胡椒黑客
案例简介：Execution We invented The Dolmio® Pepper Hacker, a pepper cracker that temporarily powers down TVs, shuts down Wi-Fi and disables non-native mobile apps, providing families with quality, tech-free time during dinner.To bypass signal jamming laws, we created an innovative hybrid solution utilising existing technologies. We gave Pepper Hackers to mums who helped us hide cameras in their homes. We then released an online film on YouTube with a call to action to share and help Dolmio bring families together at dinnertime. The film sparked global online discussion, with over 1.25 million people sharing the film on Facebook alone. Outcome To say the campaign exceeded client expectations would be an understatement.The campaign exceeded the KPI’s set for online views of the film by a staggering 16,394% (KPI set at 500,000 views).In just 4 weeks we achieved over 3 billion earned media impressions, over 82 Million views of the online film and $27.2 AUD million in earned media. Social media commentary showed our audience was inspired to ditch the tech and reconnect at dinnertime. Tens of thousands commented, tweets praised the campaign and it’s family-centric messaging and the film achieved over 1.25 million shares on Facebook alone. Strategy Dolmio is the clear market leader in the Italian food sector and can be found in over 2 million household across Australia. It is predominately purchased by mothers. Recently however, the Italian Food category has been in decline due to more exciting food categories such as Mexican. Dolmio needed to become relevant again.A study commissioned by the brand found that technology has hijacked family dinnertime.As a brand that wholeheartedly believes dinnertime should bring families together, Dolmio wanted to help families reconnect by reassessing their use of technology during dinnertime.So, we invented The Dolmio Pepper Hacker.We gave them to frustrated mums (the main grocery buyer) who helped us hide cameras in their homes and capture the experiment as it unfolded. We then launched an online film with a call to action to share the film and help Dolmio bring families together at dinnertime.
Pepper Hacker
案例简介：执行 我们发明了 Dolmio®Pepper Hacker 是一种暂时关闭电视电源的胡椒饼干，它关闭了 wi-fi 并禁用了非本地移动应用程序，为家庭提供了高质量的、无技术的晚餐时间。为了绕过信号干扰定律，我们利用现有技术创建了一个创新的混合解决方案。我们把胡椒黑客送给帮助我们在家里隐藏摄像头的妈妈。然后，我们在 YouTube 上发布了一部在线电影，呼吁采取行动分享和帮助 Dolmio 在晚餐时间让家人聚在一起。这部电影引发了全球在线讨论，仅在 Facebook 上就有 125万多人分享这部电影。 结果 说这场运动超出了客户的预期是轻描淡写的。该活动超过了该电影在线观看的 KPI 设定的 16,394% (KPI 设定为 500,000 次观看)。在短短 4 周内，我们获得了超过 30亿的媒体印象，超过 8200万的在线电影浏览量和 27.2 澳元的媒体收入。社交媒体评论显示，我们的观众受到启发，放弃这项技术，在晚餐时间重新联系。成千上万的人评论道，推特称赞了这场运动，以及它以家庭为中心的信息，这部电影仅在 Facebook 上就获得了超过 125万的股份。 战略 Dolmio 是意大利食品行业的明显市场领导者，在澳大利亚的 200万多个家庭中都可以找到。它主要由母亲购买。然而，最近，由于墨西哥等更令人兴奋的食品类别，意大利食品类别一直在下降。Dolmio 需要再次变得相关。该品牌委托进行的一项研究发现，技术劫持了家庭晚餐时间。作为一个全心全意相信晚餐时间应该让家庭团聚的品牌，Dolmio 希望通过重新评估家庭在晚餐时间对技术的使用来帮助他们重新联系。所以，我们发明了 Dolmio Pepper 黑客。我们给了沮丧的妈妈(主要的杂货店买家) 帮助我们把相机藏在家里，并在实验展开时捕捉到它。然后，我们推出了一部在线电影，呼吁采取行动分享这部电影，并帮助 Dolmio 在晚餐时间让家人聚在一起。
Pepper Hacker
案例简介：Execution We invented The Dolmio® Pepper Hacker, a pepper cracker that temporarily powers down TVs, shuts down Wi-Fi and disables non-native mobile apps, providing families with quality, tech-free time during dinner.To bypass signal jamming laws, we created an innovative hybrid solution utilising existing technologies. We gave Pepper Hackers to mums who helped us hide cameras in their homes. We then released an online film on YouTube with a call to action to share and help Dolmio bring families together at dinnertime. The film sparked global online discussion, with over 1.25 million people sharing the film on Facebook alone. Outcome To say the campaign exceeded client expectations would be an understatement.The campaign exceeded the KPI’s set for online views of the film by a staggering 16,394% (KPI set at 500,000 views).In just 4 weeks we achieved over 3 billion earned media impressions, over 82 Million views of the online film and $27.2 AUD million in earned media. Social media commentary showed our audience was inspired to ditch the tech and reconnect at dinnertime. Tens of thousands commented, tweets praised the campaign and it’s family-centric messaging and the film achieved over 1.25 million shares on Facebook alone. Strategy Dolmio is the clear market leader in the Italian food sector and can be found in over 2 million household across Australia. It is predominately purchased by mothers. Recently however, the Italian Food category has been in decline due to more exciting food categories such as Mexican. Dolmio needed to become relevant again.A study commissioned by the brand found that technology has hijacked family dinnertime.As a brand that wholeheartedly believes dinnertime should bring families together, Dolmio wanted to help families reconnect by reassessing their use of technology during dinnertime.So, we invented The Dolmio Pepper Hacker.We gave them to frustrated mums (the main grocery buyer) who helped us hide cameras in their homes and capture the experiment as it unfolded. We then launched an online film with a call to action to share the film and help Dolmio bring families together at dinnertime.
胡椒黑客
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Pepper Hacker
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