The IKEA Human Catalogue|微电影|广告营销案例【ADGuider广告指南】

宜家人类目录

案例简介：概要该目录是宜家数十年来的主要营销工具，在其出版的第67年。问题是，在这个数字时代，所有东西都在屏幕上消费，旧的anoolog图标失去了意义和意义。我们必须找到一种全新的方法来使老式媒体在社交媒体上具有相关性并令人耳目一新。像每年一样，这份简报是为了让人们对宜家2018的目录感到兴奋。除了一些新产品和一些设计师合作外，2018宜家目录并没有什么新的内容。仅仅告诉人们有一个新的宜家目录是不够的。我们必须找到新的新方法来制造一个无声的直接邮件到达你邮箱的噪音。战略在一个技术成倍地影响着每个行业的世界中，使许多传统媒介变得无关紧要，我们不得不制作目录，这是当今时代最古老的直接邮件形式之一。贯穿始终的方法是创造一个令人难以置信的人类故事，超越广告，成为流行文化的一部分。人们更有可能分享人类故事，也许是一个60秒的广告。我们知道如果我们能让这个故事出名，我们实际上会让目录出名。这个女孩真的记住了所有这些页面吗？这让每个人都在猜测。反过来，这让全世界都注意到并亲自测试她。我们通过多种资产构建了一个故事，允许其他人共享、编辑和重新分发它。我们还以Facebook live活动为核心，使竞选活动自然互动。结果达到结果在71个国家/地区产生了社交对话和分享。这个故事覆盖了124个国家/地区，覆盖了100多个不同的媒体品牌，其中最著名的是peak电视社论。拥有媒体对电影的综合看法超过了17,000,000。所有这些活动的范围超过73,000,000人。参与一半的人观看了完整的测试影片 (2:37秒)。这是东南亚观众完成率的两倍多。业务指标54% 暴露于电影资产的人访问了网站，以了解更多关于目录查看后，无需点击横幅或链接!整个期间网络总流量的65% 归因于该活动。该活动产生了1:18新元的投资回报率。更重要的是，它使世界上很多人拿起目录并阅读它。再次使图标与2018年相关。执行这一切都始于一个实验: 挑战某人记住整个2018宜家目录。4818产品。328页。一个不可思议的故事。她成为所有实际目的的活生生的目录。她在我们的广告和品牌内容中。她参加了东南亚的所有目录新闻发布会。通过赢得的媒体，她成为电视，广播，报纸和社交媒体上宜家目录的代言人。这在人类层面上有可能吗？这个问题的答案成为我们发行电影的前提。Yanjaa在宜家专家面前进行了测试。从记者到影响者再到消费者，每个听到这个故事的人都好奇地想知道更多。要见她，测试她，拿起目录并自己尝试。2017年9月6日，宜家人类目录在Facebook LIVE上进行，并在成千上万的现场观众面前进行了测试。运动描述我们有一个人类 (世界记忆冠军Yanjaa Wintersoul) 来记住整个宜家目录。让她成为公关工具，让目录再次出名。我们在宜家专家面前对她进行了测试，派她参加了新闻发布会，并在成千上万的观众面前在Facebook上对她进行了现场测试。从记者到消费者，甚至到史蒂夫·哈维 (Steve Harvey)，每个听说过这个故事的人都很想见到她，测试她，拿起目录并尝试自己记住页面。她令人难以置信的故事帮助我们超越了媒体购买能力。人们在网上观看有关Yanjaa的品牌内容，或者在新闻上看到她。同时，他们正在离线研究目录，解码她如何记住所有内容。即使当他们看着她接受测试时，他们也比以往任何时候都更加关注宜家产品。使体验更加丰富和体验。

宜家人类目录

案例简介：Synopsis The Catalogue, IKEA’s main marketing tool for decades was in its 67th year of publication. Problem was, in this digital age where everything is consumed on a screen, the old anaolog icon was losing meaning and significance. We had to find a whole new way to make an old-school medium relevant and refreshing on social media. The brief, like every year, was to get people excited about the 2018 IKEA Catalogue. Except for a few new products and a couple of designer collaborations, there wasn’t much that was new about the 2018 IKEA catalogue. Just telling people that there was a new IKEA catalogue wasn’t going to be enough. We had to find fresh new ways to make noise about a silent little direct mailer that arrives in your mailbox. Strategy In a world where technology is impacting every industry exponentially, making many traditional mediums irrelevant we had to make the catalogue, one of the oldest forms of direct mail relevant in today's time. The approach throughout was to create an incredible human story that goes beyond advertising and becomes a part of pop culture. People are more likely to share human stories over maybe, a 60-second ad. We knew if we could make the story famous, we would in effect make the catalogue famous. Did this girl really memorise all those pages? This kept everyone guessing. And that in turn, made the whole world take notice and test her for themselves. We built out a story via multiple assets that would allow others to share, edit and redistribute it. We also made the campaign interactive by nature, with a Facebook live event at its heart. Outcome REACH RESULTS Social conversation and shares were generated in 71 countries. The story reached 124 countries from coverage in over 100 different media brands, most notably peak Television editorial. Aggregated views of the films in owned media exceeded 17,000,000. Reach of all of this activity to be in excess of 73,000,000 people. ENGAGEMENT Half of all the people viewed the full test film (2:37seconds). This is more than double the viewer completion rate for SE-Asia. BUSINESS METRICS 54% of those exposed to the film assets visited the site to learn more about the catalogue after viewing without clicking on a banner or link! 65% of total web traffic across the period was attributable to the campaign. The campaign generated an ROI of 1:18 in SGD. More importantly, it made a lot of people in the world pick up the catalogue and read it. Making an icon relevant in 2018 again. Execution It all started with an experiment: to challenge someone to memorise the entire 2018 IKEA catalogue. 4818 products. 328 pages. One incredible story. She became the living, breathing catalogue for all practical purpose. She was in our advertising and branded content. She was at all the Catalogue press launches in South-east Asia. Through earned media she became the face of the IKEA catalogue on TV, radio, newspapers, and social media. Was that even humanly possible? The answer to that question became the premise of our launch film. Where Yanjaa was tested in front of IKEA experts. From reporters to influencers to consumers, everyone who heard about the story was curious to know more. To meet her, test her, pick up the catalogue and try it for themselves. On 6th Sep 2017, the IKEA Human Catalogue went on Facebook LIVE and was tested by a LIVE audience in front of thousands. CampaignDescription We got a human (world memory champ Yanjaa Wintersoul) to memorise the entire IKEA Catalogue. And made her the PR vehicle to make the catalogue famous again. We tested her in front of IKEA experts, sent her to press events, and tested her LIVE on Facebook in front of thousands of viewers. From reporters to consumers, to even Steve Harvey, everyone who heard about the story was curious to meet her, test her, pick up the catalogue and try memorising pages themselves. Her incredible story helped us reach an audience way beyond our media-buying capacity. People were watching branded content about Yanjaa online, or seeing her on News. At the same time, they were studying the catalogue offline, decoding how she memorised everything. Even when they were watching her being tested, they were paying attention to the IKEA products more than ever. Making the experience more enriching and experiential.