THE MOST POPULAR SONG|短视频|广告营销案例【ADGuider广告指南】

最受欢迎的歌曲

案例简介：描述活动/条目在波多黎各，主要媒体仍然植根于传统的广告方式。品牌信息主要局限于编程片段之间的商业中断，并围绕标准化时间段进行格式化。当地的节目管理人员已经习惯了这个系统，并且还没有开发一个足够灵活的模型来容纳自然集成到他们节目中的原创内容, 尤其是当内容偏离传统的 30 秒点。更复杂的是，美国西班牙裔网络拥有最大的本地电台，因此节目通常从其他市场转发。这使得本地制作的网络内容越来越稀缺。因此，由于当地媒体的旧习惯和限制，需要非常规但无缝集成到现有格式的品牌想法往往会遭受损失或被扼杀。此外，即使那些绕过集成并决定从头开始创建原创内容的品牌，如果他们希望通过大众媒体播放，仍然面临限制。它通常非常昂贵，需要购买整个商业折扣。过去，流行银行习惯于将他们的活动调整为传统形式，所以当他们决定为他们的 2011 机构活动创造真正前所未有的东西时，他们不得不克服这些障碍。结果世界大部分地区正面临高失业率。波多黎各也不例外。然而，波多黎各经济必须应对更大的危机。当世界努力寻找工作时，波多黎各努力寻找想工作的人。60% 的波多黎各人接受政府救济，靠福利生活是一种常见的生活方式。它如此嵌入到岛上的文化中，以至于它在有史以来最伟大的萨尔萨舞中被庆祝，这是一部名为 “no Hago mas n á” 的波多黎各经典作品, 意思是 “我什么都不做。这首歌，是一个懒惰的人一天的旅程，他为自己的福利资助生活方式感到自豪,是世界上最著名的萨尔萨乐队 El Gran Combo 的最大热门之一。作为波多黎各最大的银行，大众银行的成功取决于该岛的经济。因此，为了帮助推动它朝着正确的方向发展，它说服了埃尔格兰组合改写历史。8月15日，波多黎各的新闻浪潮蜂拥而至，宣布埃尔格兰组合对该岛有重要信息。它同时在全国每个电视和广播电台亮相。El Gran Combo 在发布他们的热门歌曲的重写和重新录制的版本之前发表了一个鼓舞人心的演讲，这次用了传达完全不同信息的新歌词。这个传奇的合奏团刚刚把他们懒惰的国歌变成了工作的国歌。整个国家都措手不及。没有人预料到该组织会重写这样一部经典作品。这首新歌是全国所有媒体谈论的话题。第二天，流行银行透露，它是这项努力的幕后黑手，发起了一场多媒体运动，要求消费者帮助制作新曲目，成为该国最受欢迎的歌曲。为了确保我们把新歌变成最受欢迎的歌曲，我们希望每个人都听。因此，该银行投资了一场大型的挑逗活动，宣布厄尔尼诺 · 格兰组合有 “对国家的重要信息”。第二天，早上和晚上，所有主要电视和广播电台都设置了 4 分钟的路障，第一次播放这首歌。然而，在那之后，它变得如此流行如此之快，以至于 13 个广播电台将它们纳入了标准轮换。因此，每次播放这首歌，流行银行都会得到 3 分钟的免费宣传。这首歌很快成为波多黎各文化的一部分，立即与银行的品牌联系在一起，甚至没有提到它的名字。在银行特别不喜欢的时候，银行的整体形象和声誉指数达到了创纪录的 80%。设立并与岛上所有主要调频广播电台相连的热线在几天内收到了 50,000 多份歌曲请求。这首新歌立即在 13 家广播电台的排行榜上一路攀升。因此，这首歌播放的每几千次都包括 3 分钟的银行免费宣传。这首歌一夜之间的成功促使流行银行组织了一场免费音乐会。从早到晚，岛上顶级艺术家和乐队的阵容为 60,000 多名观众演奏。El Gran Combo 是该活动的头条表演者，他们的新歌是大结局。新调的流行发展成为由世行赞助的运动，100 家公司和社区组织也加入了进来。它制作了纪录片，并确立了基层努力，以便将致力于该岛进步的波多黎各所有年龄和阶层的工人和企业家聚集在一起。

最受欢迎的歌曲

案例简介：Describe the campaign/entry In Puerto Rico, the main media outlets are still rooted in traditional advertising methods. Brand messages are mostly limited to commercial breaks between programming segments and formatted around standardised time slots. Local programming executives are used to this system and have not yet developed a model flexible enough to accommodate engaging original content that integrates naturally into their programmes, especially when the content deviates from the traditional 30-second spot. To make matters more complicated, US Hispanic networks own the largest local stations, so programming is often retransmitted from other markets. This makes locally produced network content increasingly scarce. Therefore, brand ideas that require unconventional but seamless integration into existing formats often suffer or get killed due to local media outlet’s old habits and restrictions. In addition, even those brands that bypass integrations and decide to create original content from scratch still face restrictions if they wish to air it through mass media. It is often very expensive, requiring the purchase of entire commercial breaks. In the past, Banco Popular was used to adjusting their campaigns to traditional formats, so they had to work around these hurdles when they decided to create something truly unprecedented for their 2011 institutional campaign. Results Most of the world is facing high unemployment. Puerto Rico is no exception. The Puerto Rican economy, however, must deal with an even greater crisis. While the world struggles to find jobs, Puerto Rico struggles to find people who want to work. With 60% of Puerto Ricans receiving government handouts, living off welfare is a common way of life. It’s so embedded into the island’s culture, that it’s celebrated in one of the greatest salsa hits of all time, a Puerto Rican classic titled ‘No Hago Más Ná’, which translates to “I Do Nothing.” The song, a journey through a day of a lazy man who’s proud of his welfare-financed lifestyle, is one of the greatest hits of El Gran Combo, the most famous salsa band in the world. As the largest bank in Puerto Rico, Banco Popular’s success depends on the island’s economy. Therefore, to help propel it in the right direction, it convinced El Gran Combo to rewrite history. On August 15, Puerto Rico’s news waves buzzed with the announcement that El Gran Combo had an important message for the island. It was simultaneously unveiled on every TV and radio station of the country. El Gran Combo delivered an inspirational address before releasing a rewritten and rerecorded version of their hit song, this time with new lyrics that conveyed a completely different message. The legendary ensemble had just transformed their anthem of laziness into an anthem of work. The entire country was caught off-guard. No one expected that the group would ever rewrite such a classic. The new song was the talk of every media outlet in the country. The next day, Banco Popular revealed it was behind the effort by launching a multimedia campaign asking consumers to help make the new track the country’s most popular song. To make sure we turned the new song into the most popular song, we wanted everyone to listen. So the bank invested in a large teaser campaign announcing that El Gran Combo had “an important message for the country”. The day after, morning and evening, 4-minute roadblocks of all major TV and radio stations were set apart to play the song for the first time. However, after that, it became so popular so fast, that 13 radio stations included them in their standard rotations. Therefore, each time the song played, Banco Popular got 3 minutes of free publicity. The song quickly became part of Puerto Rican culture, instantly becoming associated with the bank’s brand without even mentioning its name. In times when banks are particularly disliked, the bank’s overall Image and Reputation Index reached a record-high 80%. A hotline set up and connected to all the island’s major FM radio stations received over 50,000 song requests in matter of days. The new song immediately climbed all the way up to the top of the charts in 13 radio stations. So each of the thousands of times the song played consisted of 3 minutes of free publicity for the bank. The song’s overnight success moved Banco Popular to organise a free concert around it. From morning to night, a line-up featuring the island’s top artists and bands played for over 60,000 spectators. El Gran Combo was the event’s headline performer and their new song was the grand finale. The popularity of the new tune grew into a movement sponsored by the bank and joined by 100 corporations and community organisations. It produced documentaries and established grassroots efforts in order to bring together Puerto Rican workers and entrepreneurs, of all ages and classes, committed to the progress of the island.