Tell You A Story (30s)|短视频,海报/平面|广告营销案例【ADGuider广告指南】

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给你讲个故事 (30 岁)

案例简介：自 1989 以来，假冒的 “亚美尼亚” 白兰地出现，严重损害了俄罗斯消费者对亚美尼亚白兰地和 ARARAT 品牌的信心。此外，阿拉特面临着与苏联时代的负面关联，因此它的现代溢价关联开始消失。为了重申其立场，并明确区分伪装者和普通亚美尼亚白兰地，ARARAT 开发了一个新的品牌平台: “今天引人入胜和鼓舞人心的传奇”。业务目标是重新建立 ARARAT 作为高级类别领导者的品牌形象，并将 ARARAT 置于白兰地类别及其竞争对手之外。同样，传播目标旨在传播 ARARAT 的新品牌平台: “吸引和鼓舞人心的今日传奇”，并围绕 ARARAT 品牌产生强烈的口碑。目标受众，由 30-50 岁的男性和女性代表,喜欢史诗戏剧和传奇的宏大叙事，并将它们与亚美尼亚和阿拉特联系在一起。主要市场的媒体限制决定了对印刷和互联网的关注 (电视和广播上的酒精广告在包括俄罗斯、哈萨克斯坦和白俄罗斯在内的大多数 ARARAT 市场是非法的)。但这也是一种极其有效的方式来与遍布全球的大量广泛传播的亚美尼亚侨民联系。创造性的策略是以现代的方式向当代观众讲述真实的亚美尼亚传奇, 反映阿拉特的现代价值观。该活动的核心部分是一部 20 分钟的电影，名为 “akhtamar”，以亚美尼亚古代单恋传说 (也是 ARARAT 系列中优质产品的名字) 命名。它通过一个品牌网站免费发布，并像其他电影一样使用预告片、广告牌和印刷品进行广告宣传。因此，ARARAT 的品牌形象被重新确立为高级类别领导者。此外，Akhtamar 360 活动网站 (www.ararat-legends.com) 将 ARARAT 的新品牌平台 “当今引人入胜和鼓舞人心的传奇” 带给了大量人。最后，Akhtamar 360 活动对销售产生了直接影响。根据尼尔森零售审计数据，2010年12月到1月在俄罗斯，Ararat 轻松保持其 20.7% 的市场份额 -- 增长 1.3% (客户销售额 2010)。

给你讲个故事 (30 岁)

案例简介：SUMMARYSince 1989, pretender and counterfeit 'Armenian' brandies emerged, significantly damaging Russian consumer confidence in Armenian Brandy and the ARARAT brand. In addition, ARARAT faced negative associations with Soviet times, so its modern, premium associations began to fade. To reaffirm its position and clearly differentiate itself from pretender and generic Armenian Brandies, ARARAT developed a new Brand Platform: 'Engaging and Inspiring Legends for Today'.The business objectives were to re-establish ARARAT's brand image as a premium category leader and position ARARAT beyond the brandy category and its competitors. Similarly, the communication objectives aimed at communicating ARARAT's new Brand Platform: 'Engaging and Inspiring Legends for Today' and generating strong word of mouth around the ARARAT brand.The target audience, represented by 30-50 year old men and women, loves epic drama and the grand narrative of legends and associates them with Armenia and ARARAT.Media restrictions in key markets dictated a focus on print and Internet (alcohol advertising on TV and radio is illegal in most ARARAT markets, including Russia, Kazakhstan and Belarus). But this was also an extremely effective way to connect with the large and widely spread Armenian diaspora around the globeThe creative strategy was to re-tell authentic Armenian legends in a modern way for a contemporary audience, reflecting ARARAT's modern values. The campaigns central piece was a 20-minute film called 'Akhtamar', named after an ancient Armenian legend of unrequited love (also the name of a premium product in the ARARAT range). It was distributed free through a branded website and advertised like other movies using trailers, billboards and print.As a result, ARARAT's brand image was re-established as a premium category leader. Moreover, the Akhtamar 360° campaign site (www.ararat-legends.com) brought ARARAT's new Brand Platform 'Engaging and Inspiring Legends for Today' to huge numbers of people. Finally, the Akhtamar 360° campaign had a direct impact on sales. According to Nielsen Retail Audit data, in Dec-Jan 2010 in Russia, Ararat comfortably maintained its market share at 20.7% - an increase of 1.3% (Client Sales 2010).