Sport Chek - The Fastest Olympic Campaign Ever|活动|广告营销案例【ADGuider广告指南】

体育赤-有史以来最快的奥运运动

案例简介：相关性当你在奥林匹克竞赛中处于劣势时，你必须找到创造性的解决方案来引起注意。Sport Chek 无法赢得最高媒体投资的战斗。相反，我们重新定义了成功的等式，赢得了战争!如何？我们与奥林匹克广播公司合作，实时获取奥林匹克镜头。我们利用实际的奥运会项目来实时制作和调整创意。我们使用一系列突破格式实时执行媒体计划。这使得这个品牌成为奥运对话的中心，成为球迷的心 (和钱包!)。活动描述由于 Sport Chek 不是与该赛事相关的最强大的加拿大品牌，我们利用我们的相对规模作为优势。由于预算要低得多，Sport Chek 在发言权方面永远不会是最强的; 这就是为什么它选择成为最快的。我们决定走相反的方向:我们制定了一个灵活的媒体策略，对奥运会前后加拿大事件的起伏做出反应。我们相信相关性会赢得频率。任何东西都不会提前 “预先录制”，媒体策略将允许 100% 的印象实时激活并被事件触发。一切都围绕着我们的加拿大运动员; 胜利或逆境。所有广告都是围绕加拿大人最关心的主题触发的。战略该战略旨在以前所未有的速度创建和营销以奥运内容为特色的体育 Chek 品牌广告。这种情况的发生要归功于加拿大官方奥林匹克广播公司总部内为 Sport Chek 专门设立的第一个 “作战室”; 加拿大广播公司。与 CBC 合作不仅提供了对生产设施的访问: 它允许 Sport Chek 获得独家镜头, 甚至运动员 Sport Chek 的镜头也没有赞助和过夜奥运会明星 (这些都没有出现在我们竞争对手的任何预先录制的广告中)。我们的策略是以奥运速度建立触角，并让下一个信息尽快播出。为了成功，我们需要通过所有媒体渠道即时推送的内容，而不仅限于 CBC 的媒体属性。经过广泛的媒体谈判，双方同意体育赤实时广告可以在所有媒体渠道上同时推出，包括脸谱网、谷歌、推特、 Snapchat。执行我们所有的广告内容都包括关键时刻发生几小时内的镜头。-祝贺信息在加拿大赢得奖牌后 30 秒内被直播; 这一举措要求媒体团队 “24/7”。 -所有广告都在节目中播放，超出了标准的商业电视时段，在奥运会内容中处于战略地位。-为了庆祝每个新电视节目的推出，Sport Chek 在 Youtube 上拥有 100% 的语音份额，持续一个小时。统治计划在电视现场同时进行。-移动刊头、 Facebook 、 Twitter 和 CBC 数字资产也被迅速激活，以对实时体育赛事做出反应。-我们还创建了一个新的推特格式，允许用户在比赛前 24 小时向奥运选手发送欢呼。然后，运动员会自动回复直接发送给用户的感谢视频。概要我们知道，像往常一样，全球大型奥运会赞助商将创建一个全球创意平台，在包括加拿大在内的世界每个地区进行本地改编。这些全球品牌拥有庞大的预算和很高的声音份额，实现了高频率的活动，并在几周内发挥了同样的创意。对许多人来说，这导致了迅速的品牌疲劳，奥运广告成为墙纸。加拿大领先的体育零售商 Sport Chek 想从压倒性的奥运广告噪音中脱颖而出。像每个零售商一样，它需要奥运活动来为其品牌创造持久的提升，并创造短期销售……。预算只有一小部分。为了突破，我们必须有不同的想法! 结果这场运动确实是有史以来最快的奥林匹克运动，仅在 17 天内就有超过 22 件创意作品和 55 million 件体育赛事引发的印象投放市场。通过 100% 实时激活，该活动能够不断更新广告, 庆祝加拿大的成功，并为那些厌倦了在奥运会期间看到同样广告的观众提供新的体验。尽管奥运会期间的预算低于大多数广告商，但活动后的跟踪显示品牌提升显著。1800万人接触到了这场运动 (占加拿大人口的 50%)，观看了 1.3 million 多小时的内容。(240 000 000 个印象 x 20 秒平均观看时间) 所有这些加起来导致奥运会期间销售额增长了 10%。这是一个零售商的梦想运动!

体育赤-有史以来最快的奥运运动

案例简介：Relevancy When you are the underdog in an Olympic competition for share of voice, you must find creative solutions to be noticed. Sport Chek could not win the battle of the highest media investments. Instead, we redefined the equation of success and won the war! How? We partnered with the Olympic broadcaster to obtain access to Olympic footage in real-time. We leveraged actual Olympic events to produce and adapt creative in real-time. We executed a media plan in real-time using an array of break-through formats. This placed the brand at the center of Olympic conversations, in hearts (and wallets!) of fans. CampaignDescription As Sport Chek wasn’t the most powerful Canadian brand associated with the event we used our relative size as an advantage. With a much lower budget, Sport Chek would never be the strongest in terms of share of voice; that’s why it opted to become the fastest.We decided to go in the opposite direction: we crafted a media strategy that was nimble and reacted to the ebb and flow of Canadian events before and during the Olympic Games themselves. We believed relevance would win over frequency. Nothing would be “pre-recorded” in advance and the media strategy would allow for 100% of the impressions to be activated in real-time and be event-triggered. Everything was centered around our Canadian athletes; victory or adversity. All ads were triggered around the subjects Canadians cared about the most. Strategy The strategy was to create and market Sport Chek branded ads featuring Olympic content at an unprecedented speed. This happened thanks to a first-of- its-kind “war room”, set up exclusively for Sport Chek inside the headquarters of Canada’s official Olympic broadcaster; CBC. Partnering with CBC not only provided access to production facilities: it granted Sport Chek access to exclusive footage, even footage of athletes Sport Chek did not sponsor and overnight Olympics stars (which were not featured in any pre-recorded commercials of our rivals). Our strategy was to build reach at Olympic speed and allow the next message to air as quickly as possible. To succeed, we needed the content pushed instantaneously through all media channels, and not be limited to CBC’s media properties. Following extensive media negotiation, it was agreed that the Sport Chek real-time ads could be pushed simultaneously on all media channels including Facebook, Google, Twitter, Snapchat. Execution All of our ad content included footage of key moments within hours of those moments happening. -Congratulatory messages were live within 30 seconds of a Canadian medal wins; this initiative required the media team to be “on” 24/7.-All ads ran in-program, outside of standard commercial TV breaks, to be strategically positioned in Olympic content. -To celebrate the launch of each new TV spot, Sport Chek owned 100% share of voice on Youtube for an hour. The domination was scheduled to run at the same time as the TV spot. -Mobile mastheads, Facebook, Twitter and CBC digital assets were also swiftly activated to react to real-time sport events. -We also created a new Twitter format that allowed users to send a cheer to an Olympian 24 hours before they competed. The athlete would then automatically respond with a thank-you video sent directly to the user. Synopsis We knew the big global Olympic sponsors would, as usual, create a global creative platform that would be adapted locally in every region of the world, including Canada. With big budgets and high share of voice, these global brands achieve high frequency campaigns that run the same creative for many weeks. For many, this leads to swift brand fatigue and the blanket of Olympic advertising becoming wallpaper.Sport Chek, Canada’s leading sports retailer, wanted to stand out from the overwhelming Olympic advertising noise. Like every retailer, it needed its Olympic activation to create a lasting lift for its brand and generate short-term sales….with a fraction the budget. To break-through, we had to think differently! Outcome This campaign truly was the fastest Olympic campaign ever with over 22 new pieces of creative produced and 55 millions of sport event-triggered impressions put to market in a mere 17 days. By being 100% activated in real-time, the campaign was able to constantly renew its advertising, celebrate Canadian success and provide a fresh experience for viewers who were getting tired of seeing the same ads during the Olympic Games worked.Post-campaign tracking showed significant brand lifts, despite a budget lower than most advertisers during the Games. 18 million people were exposed to the campaign (that’s 50% of the Canadian population), with more than 1.3 millions hours of content being watched. (240 000 000 impressions x 20 seconds average viewing time)All of this combined resulted in a 10% increase in sales during the Olympics. It was a dream campaign for a retailer !