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呼吸快乐的社会实验
案例简介：描述客户的简报: 我们想证明 Febreze 消除了最难闻的气味，但是人们已经不再相信我们的传统广告了。从你可以闭上眼睛但永远不能闭上鼻子的角度来看，我们选择了不同的方法。 描述促销如何从概念发展到实施: 这是它的工作原理。找到世界上最臭的地方。我们在垃圾场找到了一张沙发，一家潜水酒店和一家纽约恶心的餐馆。洛杉矶的一所废弃的房子，一个肮脏的厨房和一家古老的旧货店。最后是布宜诺斯艾利斯的一个粗略的青年旅舍。2。用 Febreze 在这个地方喷雾。3。带人们离开街道，蒙住他们的眼睛，问他们闻到什么味道。4。让他们摘下眼罩，享受人们发现他们实际上在哪里有多震惊。 解释为什么促销方法与产品或服务最相关: Febreze 真的很有效，所以我们开发了大规模的真实世界气味实验，邀请街上的人亲自体验。 描述客户和消费者的成功促销，包括一些可量化的结果: 呼吸快乐的社会实验，在纽约、洛杉矶、布宜诺斯艾利斯和柏林进行，在人口稠密的地区到达街上的人们。我们得到的反应如此令人信服，以至于我们把它们变成了我们的新战役。Febreze 现在是宝洁公司增长最快的品牌，销售额刚刚超过 10亿美元。
呼吸快乐的社会实验
案例简介：Describe the brief from the client: We wanted to prove that Febreze eliminates even the toughest odors but people had stopped believing our traditional advertising. From the insight that you can close your eyes but you can never shut of your nose we chose a different approach. Describe how the promotion developed from concept to implementation: Here’s how it works. 1. Find the smelliest places in the world. We found a couch from the dump, a dive hotel and a disgusting restaurant in New York City. An abandoned house, a filthy kitchen, and an ancient thrift shop in Los Angeles. And finally a sketchy youth hostel in Buenos Aires. 2. Spray the place with Febreze. 3. Bring people off the street, blindfold them and ask them what they smell. 4. Ask them to remove the blindfold and enjoy how completely shocked people are to find out where they actually are. Explain why the method of promotion was most relevant to the product or service: Febreze really works so instead of the usual TV advertising we developed large-scale real-world odor experiments and invited people off the street to experience this for themselves. Describe the success of the promotion with both client and consumer including some quantifiable results: 6 Breathe Happy Social Experiments where conducted in New York, Los Angeles, Buenos Aires and Berlin reaching people on the street in very populated areas. The reactions we got were so convincing that we turned them into our new campaign. Febreze is now the fastest growing brand at Procter & Gamble and has just passed the one billion dollar mark in sales.
The Breathe Happy Social Experiment
案例简介：描述客户的简报: 我们想证明 Febreze 消除了最难闻的气味，但是人们已经不再相信我们的传统广告了。从你可以闭上眼睛但永远不能闭上鼻子的角度来看，我们选择了不同的方法。 描述促销如何从概念发展到实施: 这是它的工作原理。找到世界上最臭的地方。我们在垃圾场找到了一张沙发，一家潜水酒店和一家纽约恶心的餐馆。洛杉矶的一所废弃的房子，一个肮脏的厨房和一家古老的旧货店。最后是布宜诺斯艾利斯的一个粗略的青年旅舍。2。用 Febreze 在这个地方喷雾。3。带人们离开街道，蒙住他们的眼睛，问他们闻到什么味道。4。让他们摘下眼罩，享受人们发现他们实际上在哪里有多震惊。 解释为什么促销方法与产品或服务最相关: Febreze 真的很有效，所以我们开发了大规模的真实世界气味实验，邀请街上的人亲自体验。 描述客户和消费者的成功促销，包括一些可量化的结果: 呼吸快乐的社会实验，在纽约、洛杉矶、布宜诺斯艾利斯和柏林进行，在人口稠密的地区到达街上的人们。我们得到的反应如此令人信服，以至于我们把它们变成了我们的新战役。Febreze 现在是宝洁公司增长最快的品牌，销售额刚刚超过 10亿美元。
The Breathe Happy Social Experiment
案例简介：Describe the brief from the client: We wanted to prove that Febreze eliminates even the toughest odors but people had stopped believing our traditional advertising. From the insight that you can close your eyes but you can never shut of your nose we chose a different approach. Describe how the promotion developed from concept to implementation: Here’s how it works. 1. Find the smelliest places in the world. We found a couch from the dump, a dive hotel and a disgusting restaurant in New York City. An abandoned house, a filthy kitchen, and an ancient thrift shop in Los Angeles. And finally a sketchy youth hostel in Buenos Aires. 2. Spray the place with Febreze. 3. Bring people off the street, blindfold them and ask them what they smell. 4. Ask them to remove the blindfold and enjoy how completely shocked people are to find out where they actually are. Explain why the method of promotion was most relevant to the product or service: Febreze really works so instead of the usual TV advertising we developed large-scale real-world odor experiments and invited people off the street to experience this for themselves. Describe the success of the promotion with both client and consumer including some quantifiable results: 6 Breathe Happy Social Experiments where conducted in New York, Los Angeles, Buenos Aires and Berlin reaching people on the street in very populated areas. The reactions we got were so convincing that we turned them into our new campaign. Febreze is now the fastest growing brand at Procter & Gamble and has just passed the one billion dollar mark in sales.
呼吸快乐的社会实验
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The Breathe Happy Social Experiment
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