ANT-ADS - The Tiniest Partnership in the World|活动|广告营销案例【ADGuider广告指南】

蚂蚁广告-世界上最小的伙伴关系

案例简介：为什么这项工作与媒体有关？成功推出任何汽车都很困难。而且很贵.特别是在一个小众的车辆类别中，核心受众群体讨厌成为公开营销的目标。这使得有机会在《蚁人与黄蜂》中展示全新的现代Veloster-一部具有相同千禧一代核心目标受众的电影-受到欢迎，自然契合。我们还利用蚁人改变规模的超级大国来告知我们的媒体购买和对它们的创造性解释。包括放置在漫画书框架之间的空白空间中的蚂蚁大小的印刷广告，以及用于寻宝游戏激活和电视广告的蚂蚁大小的现代汽车。背景在夏季2018年，现代汽车推出了全新的Veloster。与Marvel Studios及其新电影《蚁人与黄蜂》合作的最佳时机，这是在7月首映的备受期待的续集。Ant-Man和Veloster共享惊人相似的目标受众人口统计数据，进行了完美的交叉促销比赛，导致现代汽车在大银幕上首次亮相，成为热门电影中充满动感的追逐场景中的英雄车。一个很酷的转折。就像蚁人一样，Veloster可以像超级英雄一样随意缩小和成长。为了庆祝现代汽车在流行文化中的重要时刻，我们创建了世界上最小的合作伙伴关系。然后，通过有史以来最具可扩展性的活动产生了最大的影响: 现代 “蚂蚁广告” 活动。描述创意/见解 (投票30%) 随意缩小和成长的能力是蚁人的超级英雄力量。在《蚁人与黄蜂》中，无生命的物体也可以改变大小。包括现代Veloster。允许驾驶汽车的角色进出场景，根据需要缩小和成长，以逃避危险并逃脱追捕者。它为疯狂的令人兴奋的动作序列。以及我们工作中出乎意料但完全相关的核心思想。有了采用Ant-Man超级英雄力量的许可，我们在我们的活动中应用了大小转换功能，创建了 “蚂蚁大小” 的消息-微小的广告，激活和集成-似乎隐藏在视线中。搜索广告为消费者创造了有趣，有趣的互动。还有更深层次的品牌联系 -- 粉丝们觉得他们进入了一个蚂蚁大小的宇宙。它以一种可信的方式强化了蚁人故事情节的 “逻辑”，使竞选活动感觉像是电影的自然延伸。描述策略 (投票20%) 最近的市场研究发现，购买原始Veloster车型的45% 人也购买了另一辆现代汽车。随着全新Veloster的推出，我们希望利用对年轻买家的 “光环效应”，在汽车的核心目标中增加消费者忠诚度-千禧一代略微偏向男性，具有兴奋和个性的亲和力。《蚁人》和《黄蜂》的核心受众非常相似: 15至30岁，男性比女性更偏向男性，他们喜欢《蚁人》的叙事风格，幽默，超自然现象和动作。他们喜欢漫威专营权充满活力，无所保留的态度。体现了这些相同的特征，Veloster与千禧一代Ant-Man粉丝的心态完全吻合，我们将其分为三类: 狂热的漫画迷，顽固的Marvel Cinematic Universe粉丝和一般动作电影迷。每次执行至少集中在一个组上，每条消息都会提示粉丝t HyundaiUSA.com。描述执行情况 (投票20%) 通常，将汽车集成到任何执行中是昂贵的。通常杀死想法很昂贵。但是，有了将Veloster缩小为Hot Wheels大小的车辆的创意许可，我们确实做到了这一点-以更实惠的玩具车大小的预算。对于顽固的Marvel电影迷，我们在洛杉矶附近隐藏了1,000可收藏的小型Velosters。然后，使用带有地理标记的Instagram线索，我们让粉丝们寻找微型肌肉车，这些肌肉车也可以作为夏季最大首映的特别门票: 《蚁人》和《黄蜂》。对于狂热的漫画迷，我们接管了他们最喜欢的漫画的框架之间的空白，将微小的Ant-Man/Veloster广告放置在我们发明的媒体空间中。对于更广泛的市场，我们获得了微观和隐藏的像素大小的线索o n HyundaiUSA.com，一旦发现，就赢得了全国各地开幕日演出的粉丝门票。我们甚至在最大的舞台上隐藏了蚂蚁大小的Velosters: 国家电视广告。列出结果 (投票30%) 所有这些加在一起，“蚂蚁广告” 活动增加了现代汽车的品牌人气77%。它产生了14亿的印象，同时增加了现代社交提到的88%。所有这些都转化为可量化的销售表ROI-实际经销商流量150% 增加，导致Veloster销售额同比10% 惊人增长。蚂蚁人和黄蜂也做得很好。这部电影在上映当周的第一名首映，后来在烂番茄上获得了88% 的支持率。最终,它在全球的票房收入超过6.22亿美元，使其成为现代汽车与之合作的非凡的漫威宇宙特许经营权，导致Veloster推出的曝光率比传统的付费媒体活动所能产生的要多得多。

蚂蚁广告-世界上最小的伙伴关系

案例简介：Why is this work relevant for Media? Launching any car successfully is difficult. And expensive. Especially in a niched vehicle category with a core audience demographic that hates being the target of overt marketing. Which made the opportunity to feature the all-new Hyundai Veloster in Ant-Man and the Wasp — a film with the same core millennial target audience — a welcomed, natural fit. We also used Ant-Man’s size-shifting superpower to inform our media buys and creative interpretations of them. Including tiny, ant-sized print ads placed in the white space between comic book frames, and ant-sized Hyundai cars used in scavenger hunt activations and TV spots. Background In the summer of 2018, Hyundai launched the all-new Veloster. Perfect timing for a partnership with Marvel Studios and their new film, Ant-Man and the Wasp, the highly-anticipated sequel that premiered in July. Sharing strikingly similar target audience demographics, Ant-Man and Veloster made a perfect cross-promotion match, leading to Hyundai’s big screen debut as the hero vehicle in the hit movie’s action-packed chase scene. With a cool twist. Just like Ant-Man, the Veloster could shrink and grow at will in a superhero-like way. To celebrate Hyundai’s huge moment in pop culture, we created the tiniest partnership in the world. Then generated the biggest impact possible with the most scalable campaign ever: the Hyundai “Ant-Ads” campaign. Describe the creative idea/insights (30% of vote) The ability to shrink and grow at will is Ant-Man’s superhero power. In Ant-Man and the Wasp, inanimate objects could be size-shifted as well. Including the Hyundai Veloster. Which allowed characters driving the car to blast into and out of scenes, shrinking and growing as needed to evade danger and escape pursuers. It made for crazy exciting action sequences. And an unexpected, yet totally relevant, core idea for our work. With license to adopt Ant-Man’s superhero powers, we applied size-shifting capability to our campaign, creating “ant-sized” messaging — tiny ads, activations, and integrations — that seemed to hide in plain sight. Searching for the ads created fun, entertaining interactions for consumers. And a deeper brand connection — fans felt like they’d entered an ant-sized universe. One that reinforced the “logic” of the Ant-Man storyline in a believable way, making the campaign feel like a natural extension of the movie. Describe the strategy (20% of vote) Recent market research found that 45 percent of the people who bought the original Veloster model bought another Hyundai as well. With the launch of the all-new Veloster, we wanted to leverage that “halo effect” on younger buyers, growing consumer loyalty among the vehicle’s core target — millennials skewing slightly male, with an affinity for excitement and individuality. The core audience for Ant-Man and the Wasp was strikingly similar: 15 to 30-year-olds, skewing slightly more male than female, who like Ant-Man’s narrative style, humor, supernatural occurrence, and action. They love the energetic, no-holds-barred attitude of the Marvel franchise. Exemplifying those same traits, the Veloster aligned perfectly with the mindset of millennial Ant-Man fans, who we sub-categorized into three groups: rabid comic book fans, die-hard Marvel Cinematic Universe fans, and general action movie fans. Focusing each execution on at least one group, every message prompted fans to visit HyundaiUSA.com. Describe the execution (20% of vote) Typically, integrating an automobile into any execution is expensive. Often idea-killing expensive. But with the creative license to shrink the Veloster down to a Hot Wheels size vehicle, we did exactly that — on a more affordable, toy car-sized budget. For the die-hard Marvel Cinematic fans, we hid 1,000 tiny, collectable Velosters around Los Angeles. Then using geo-tagged Instagram clues, we sent fans searching for the miniature muscle cars which also served as special-access tickets to the summer’s biggest premiere: Ant-Man and the Wasp. For rabid comic book fans, we took over the whitespace between the frames of their favorite comic books, placing tiny Ant-Man/Veloster ads in a media space we invented. For the broader market, we got microscopic and hid pixel-sized clues on HyundaiUSA.com that, once found, earned fans tickets to opening day shows around the country. We even hid ant-sized Velosters on the biggest stage: national TV commercials. List the results (30% of vote) All combined the “Ant-Ads” campaign grew Hyundai’s brand sentiment 77%. It generated 1.4 billion impressions, while increasing Hyundai social mentions 88%. All of which translated into quantifiable sales sheet ROI — actual dealership traffic increased 150%, leading to an amazing 10% YOY growth in Veloster sales. Ant-Man and the Wasp did all right, too. Premiering at #1 the week of its release, the movie went on to earn an 88% approval rating on Rotten Tomatoes. Ultimately, it grossed over $622 million worldwide, making it an exceptional Marvel Universe franchise for Hyundai to have partnered with, leading to exponentially more exposure for the Veloster launch than a traditional paid media campaign could generate.