Dolmio Pepper Hacker|短视频|广告营销案例【ADGuider广告指南】

Dolmio Pepper 黑客

案例简介：结果我们的目标是为这个品牌创造名声。多亏了 Dolmio Pepper 黑客，我们获得了杰出的新闻报道; 这场运动从三个市场的 102 份报道中获得了 269 的印象。我们登陆了所有重要的广播报道 -- 天空日出、英国广播公司和 10 号演播室。报道出现在邮件在线、快递等标题中。公司。英国，每日快报，每日镜报，太阳,《赫芬顿邮报》、《悉尼先驱晨报》、《爱尔兰太阳报》、《爱尔兰镜报》和《澳大利亚人》。跨市场的社会影响者进一步传播了我们的故事 -- 促使美国早餐秀《早安美国》 (每日观看 440万) 在他们的小组讨论部分讨论胡椒黑客。竞选活动的关键信息在每个渠道都发出,在有意义的 “家庭动态” 辩论中建立 Dolmio，并将品牌从购物页面中解放出来。由此产生的名气足以让更多的人购买 Dolmio 吗？在澳大利亚，我们不仅恢复了一年前失去的所有渗透率，而且实际上增长了 0.6%。[1] -- 额外 144,000 购买 Dolmio。执行为了开始真正的全球对话，我们的活动在三个市场 (英国、爱尔兰和澳大利亚) 平行推出。我们使用每个国家的本地化研究来形成 “晚餐辩论”，研究结果被制作成针对特定媒体的谈话点。增加可信度心理学家 Corinne Sweet (英国) 、儿童心理治疗师 John Sharry (IRL)行为学家贾斯廷 · 库尔森博士 (AU) 担任了这项研究的发言人。仅剩八周的时间，我们需要正确的声音来增强我们与母亲的共鸣。路易丝 · 雷德克纳普 (在英国和爱尔兰市场都相关) 是一名天生的发言人，这要归功于她痴迷于科技的丈夫和儿子。我们制作了路易丝的内容，为多次媒体采访深入介绍了我们的信息。我们还要求关键的育儿影响者进行为期一周的实验; 他们的 vlog 、博客和社交内容充满了 Dolmio 统计数据，记录了无技术晚餐的魅力和温暖。活动描述我们创造了 Dolmio Pepper 黑客。开启科技和家庭晚餐时间的胡椒饼干。胡椒黑客从头开始，拥有模仿家庭 WiFi 网络的隐藏定制软件。这诱使家庭中的智能设备断开与 WiFi 网络的连接，并连接到 Pepper Hacker 内置的 WiFi 芯片，阻止所有传出数据。然后提供一条信息，鼓励人们一起享受晚餐。Dolmio 制造了成千上万的胡椒黑客，并通过包装促销将他们送走。概要 Dolmio 是澳大利亚领先的意大利面酱品牌，意大利肉酱是澳大利亚第五大最受欢迎的美食。所以很自然，在 2016年，Dolmio 有很好的销售业绩，对吗？不完全。越来越多的购物者被吸引到更多的异国美食上: 印度、亚洲、墨西哥和意大利美食。 2016 年，竞争对手通过大幅贴现推动通货紧缩，导致 Dolmio 在过去一年失去了 1.1% 的价值份额和 1.9% 的渗透率。 dolmio 需要一枪在手臂上，快。我们的挑战是将兴奋和激情注入 Dolmio -- 最终目标是为品牌创造声誉。我们意识到这个世界有一个问题 -- 技术劫持了家庭晚餐时间。战略为了开始真正的全球对话，我们的活动在三个市场 (英国、爱尔兰和澳大利亚) 平行推出。我们使用每个国家的本地化研究来形成 “晚餐辩论”，研究结果被制作成针对特定媒体的谈话点。增加可信度心理学家 Corinne Sweet (英国) 、儿童心理治疗师 John Sharry (IRL)行为学家贾斯廷 · 库尔森博士 (AU) 担任了这项研究的发言人。仅剩八周的时间，我们需要正确的声音来增强我们与母亲的共鸣。路易丝 · 雷德克纳普 (在英国和爱尔兰市场都相关) 是一名天生的发言人，这要归功于她痴迷于科技的丈夫和儿子。我们制作了路易丝的内容，为多次媒体采访深入介绍了我们的信息。相关性该条目旨在生成它实现的全球公关。这部作品融入了流行文化，并通过影响力赢得了信任，赢得了观众。

Dolmio Pepper 黑客

案例简介：Outcome Our ambition was to create fame for the brand. Thanks to the Dolmio Pepper Hacker we secured standout news coverage; the campaign garnered 102m impressions from 269 pieces of coverage across three markets.We landed all-important broadcast coverage – across Sky Sunrise, BBC and Studio 10. Coverage appeared in titles such as Mail Online, Express.co.uk, Daily Express, Daily Mirror, The Sun, Huffington Post, Sydney Morning Herald, The Irish Sun, The Irish Mirror and The Australian.Social influencers cross market spread our story further – prompting leading US breakfast show Good Morning America (watch by 4.4 million daily) to discuss the Pepper Hacker in their panel discussion segment.The campaign key messages shone through in every channel, establishing Dolmio in a meaningful ‘family dynamics’ debate and liberating the brand from the shopping pages.Was the resultant fame enough to get more people buying Dolmio? In Australia we not only recovered all lost penetration from a year ago, but actually grew it by 0.6%.[1] - an extra 144,000 purchasing Dolmio. Execution To begin a truly global conversation, our campaign launched in parallel across three markets (UK, Ireland and Australia).We used localised research from each country to form the ‘Dinner Debate’ and findings were crafted as talking points tailored to specific media.To add credibility psychologist Corinne Sweet (UK), child psychotherapist John Sharry (IRL) and behaviorist Dr Justin Coulson (AU) acted as spokespeople for this research.With only eight weeks to deliver, we needed the right voices to supercharge our resonance with mums. A natural spokesperson thanks to her tech-obsessed husband and sons, Louise Redknapp (relevant in both the UK and Irish markets) fitted the bill. We produced content with Louise, briefing her in-depth on our messaging for multiple press interviews.We also challenged key parenting influencers to experiment for a week; their vlog, blog and social content, laden with Dolmio stats, documented the charm and warmth of tech-free dinners. CampaignDescription We created the Dolmio Pepper Hacker. The pepper cracker that turns tech off and family dinnertimes on.Built from the ground up, the Pepper Hacker features hidden custom software that mimicks the household WiFi network. This tricks smart devices within the home to disconnect from the WiFi network and connect to the Pepper Hacker’s in-built WiFi chip, blocking all outgoing data. A message is then served encouraging people to enjoy dinner together.Dolmio made thousands of Pepper Hackers and gave them away via an on-pack promotion. Synopsis Dolmio is Australia’s leading pasta sauce brand, and Spaghetti Bolognese is Australia’s 5th most popular meal. So naturally, in 2016 Dolmio had good sales results, right? Not quite.More and more, shoppers are gravitating toward more exotic meals: Indian, Asian, Mexican, and less Italian.In 2016, competitors were driving deflation with deep discounting resulting in Dolmio losing 1.1% value share and 1.9% penetration over the last year.Dolmio needed a shot in the arm, fast. Our challenge was to inject excitement and passion back into Dolmio – with the ultimate goal to create fame for the brand. We realised the world has a problem - technology has hijacked family dinnertime.So Dolmio decided to help Strategy To begin a truly global conversation, our campaign launched in parallel across three markets (UK, Ireland and Australia).We used localised research from each country to form the ‘Dinner Debate’ and findings were crafted as talking points tailored to specific media.To add credibility psychologist Corinne Sweet (UK), child psychotherapist John Sharry (IRL) and behaviorist Dr Justin Coulson (AU) acted as spokespeople for this research.With only eight weeks to deliver, we needed the right voices to supercharge our resonance with mums. A natural spokesperson thanks to her tech-obsessed husband and sons, Louise Redknapp (relevant in both the UK and Irish markets) fitted the bill. We produced content with Louise, briefing her in-depth on our messaging for multiple press interviews. Relevancy The entry was designed to generate global PR, which it achieved. The work inserted itself into popular culture and reached audiences via earned trust through influence.