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布鲁日
案例简介：结果和有效性: 苏格兰的预算仅为 150,000 英镑 (就背景而言，可口可乐同期花费了 340 万英镑)，同比销售额增长了 8%，而调味碳水化合物行业下降了 1%。IRN-BRU.co.uk 在一个月内实现了年度流量的 40%。BRU-zilian 名字生成器创建了 700,000 多个名字，用户平均访问 IRN-BRU.co.uk 时间超过 5 分钟 (相比之下，英国的 Twitter 平均每次访问时间为 3.5 分钟) 营销周将该活动命名为五大 2010 世界杯品牌活动之一。当然，我们仍然在等待许多 BRU-zilian 怀孕测试的结果…… 创意执行: 在巴西，我们购买了海滩边的广告牌和当地报纸上鼓励巴西人帮助 IRN-BRU 事业的 “孤独之心” 广告。这些是在里约的一次新闻发布会上揭幕的，伴随着飞机横幅，上面写着 “你好，巴西，让我们团结起来，帮助苏格兰组建一支神奇的足球队”。2。苏格兰足球传奇人物阿奇 · 金米尔举行了一场竞选发布会，进一步利用了在苏格兰公关中传播爱情。病毒视频在网上发布，并通过 IRN-BRU 的 Twitter feed 和 Facebook 群组进行推广。这些伴随着 “BRU-zil 名字生成器”，它为粉丝的 BRU-zilian 儿童提供了名字。最后, 一则电视广告展示了苏格兰/BRU-zilian 队为 2034 举办的完全有针对性的世界杯节目 -- 包括世界杯决赛本身的中锋突破 -- 为球迷提供了绝佳的机会想想 “这可能是我们在 2034年!” 见解、战略和想法: 当地洞察: 苏格兰人喜欢足球，但并不像他们想的那样擅长足球。但这并不能阻止他们做梦。这就是我们如何利用一个国家的足球精神来发起一场如此令人发指、古怪乐观的运动，它只能在苏格兰发挥作用。问题: 2010年，随着足球热在全球蔓延，苏格兰软饮料 IRN-BRU 面临两大挑战。巨大的跨国竞争对手主要关注世界杯，而苏格兰 -- IRN-BRU 的主要市场 -- 没有资格参加世界杯。目标: 在所有通信学科的预算中，仅 150,000 英镑就推动了销售和与品牌的接触。最大的想法是: 我们将通过转向有史以来最成功的国家足球队来激发苏格兰的乐观情绪。我们将招募巴西人与苏格兰人合作，创造 BRU-ZILIANS 足球运动员，他们可以在 2034年成为苏格兰世界冠军。
布鲁日
案例简介：Results and Effectiveness: On a budget of just £150,000 (for context, Coke spent £3.4m in the same period) YOY sales volume in Scotland increased 8%, whilst the flavoured carbs sector decreased 1%. IRN-BRU.co.uk achieved 40% of its annual traffic in one month. The BRU-zilian name generator created more than 700,000 names with users visiting IRN-BRU.co.uk for an average of >5 minutes (as a comparison, Twitter in the UK averages 3.5 mins per visit) Marketing Week named the campaign as one of the top five 2010 World Cup brand campaigns. We, of course, still await results of many BRU-zilian pregnancy tests.... Creative Execution: 1. ‘Recruitment’ in Brazil We bought beach-side billboards and ‘lonely hearts’ ads in local newspapers encouraging Brazilians to help IRN-BRU’s cause. These were unveiled on a press tour to Rio, accompanied by an aeroplane banner saying “Hello Brazil, let us unite to help Scotland have a magical football team” pulled across the skies above Copacabana beach. 2. Spreading the love in Scotland PR was further leveraged by Scottish footballing legend Archie Gemmill holding a campaign launch press conference. Viral videos were released online and promoted through the IRN-BRU Twitter feed and Facebook groups. These were accompanied by the ‘BRU-zil name generator’ which suggested names for fans’ BRU-zilian children. Finally, a TV ad showcasing the Scotland/BRU-zilian team for 2034 ran in perfectly-targeted World Cup programming – including the centre break of the World Cup final itself – giving the perfect opportunity for fans to think “this could be us in 2034!” Insights, Strategy and the Idea: The Local Insight: The Scottish LOVE football but aren’t as good at it as they'd like to be. That doesn’t stop them dreaming though. This is how we tapped into a nation’s footballing psyche to deliver a campaign of such outrageous, quirky optimism it could only work in Scotland. The Issue: Scottish soft drink IRN-BRU faced two challenges in 2010 as football fever spread across the globe. Huge multi-national rivals had a major focus on the World Cup and deep pockets and Scotland - IRN-BRU’s key market – hadn’t qualified for the tournament. Objective: Drive sales and engagement with the brand on a budget of just £150,000 for ALL communications disciplines. The BIG Idea: We’d fuel Scottish optimism by turning to the most successful national football team of all time. We’d recruit Brazilians to mate with Scots to create BRU-ZILIANS - footballers who can make Scotland World champions in 2034.
Bruzil
案例简介：结果和有效性: 苏格兰的预算仅为 150,000 英镑 (就背景而言，可口可乐同期花费了 340 万英镑)，同比销售额增长了 8%，而调味碳水化合物行业下降了 1%。IRN-BRU.co.uk 在一个月内实现了年度流量的 40%。BRU-zilian 名字生成器创建了 700,000 多个名字，用户平均访问 IRN-BRU.co.uk 时间超过 5 分钟 (相比之下，英国的 Twitter 平均每次访问时间为 3.5 分钟) 营销周将该活动命名为五大 2010 世界杯品牌活动之一。当然，我们仍然在等待许多 BRU-zilian 怀孕测试的结果…… 创意执行: 在巴西，我们购买了海滩边的广告牌和当地报纸上鼓励巴西人帮助 IRN-BRU 事业的 “孤独之心” 广告。这些是在里约的一次新闻发布会上揭幕的，伴随着飞机横幅，上面写着 “你好，巴西，让我们团结起来，帮助苏格兰组建一支神奇的足球队”。2。苏格兰足球传奇人物阿奇 · 金米尔举行了一场竞选发布会，进一步利用了在苏格兰公关中传播爱情。病毒视频在网上发布，并通过 IRN-BRU 的 Twitter feed 和 Facebook 群组进行推广。这些伴随着 “BRU-zil 名字生成器”，它为粉丝的 BRU-zilian 儿童提供了名字。最后, 一则电视广告展示了苏格兰/BRU-zilian 队为 2034 举办的完全有针对性的世界杯节目 -- 包括世界杯决赛本身的中锋突破 -- 为球迷提供了绝佳的机会想想 “这可能是我们在 2034年!” 见解、战略和想法: 当地洞察: 苏格兰人喜欢足球，但并不像他们想的那样擅长足球。但这并不能阻止他们做梦。这就是我们如何利用一个国家的足球精神来发起一场如此令人发指、古怪乐观的运动，它只能在苏格兰发挥作用。问题: 2010年，随着足球热在全球蔓延，苏格兰软饮料 IRN-BRU 面临两大挑战。巨大的跨国竞争对手主要关注世界杯，而苏格兰 -- IRN-BRU 的主要市场 -- 没有资格参加世界杯。目标: 在所有通信学科的预算中，仅 150,000 英镑就推动了销售和与品牌的接触。最大的想法是: 我们将通过转向有史以来最成功的国家足球队来激发苏格兰的乐观情绪。我们将招募巴西人与苏格兰人合作，创造 BRU-ZILIANS 足球运动员，他们可以在 2034年成为苏格兰世界冠军。
Bruzil
案例简介：Results and Effectiveness: On a budget of just £150,000 (for context, Coke spent £3.4m in the same period) YOY sales volume in Scotland increased 8%, whilst the flavoured carbs sector decreased 1%. IRN-BRU.co.uk achieved 40% of its annual traffic in one month. The BRU-zilian name generator created more than 700,000 names with users visiting IRN-BRU.co.uk for an average of >5 minutes (as a comparison, Twitter in the UK averages 3.5 mins per visit) Marketing Week named the campaign as one of the top five 2010 World Cup brand campaigns. We, of course, still await results of many BRU-zilian pregnancy tests.... Creative Execution: 1. ‘Recruitment’ in Brazil We bought beach-side billboards and ‘lonely hearts’ ads in local newspapers encouraging Brazilians to help IRN-BRU’s cause. These were unveiled on a press tour to Rio, accompanied by an aeroplane banner saying “Hello Brazil, let us unite to help Scotland have a magical football team” pulled across the skies above Copacabana beach. 2. Spreading the love in Scotland PR was further leveraged by Scottish footballing legend Archie Gemmill holding a campaign launch press conference. Viral videos were released online and promoted through the IRN-BRU Twitter feed and Facebook groups. These were accompanied by the ‘BRU-zil name generator’ which suggested names for fans’ BRU-zilian children. Finally, a TV ad showcasing the Scotland/BRU-zilian team for 2034 ran in perfectly-targeted World Cup programming – including the centre break of the World Cup final itself – giving the perfect opportunity for fans to think “this could be us in 2034!” Insights, Strategy and the Idea: The Local Insight: The Scottish LOVE football but aren’t as good at it as they'd like to be. That doesn’t stop them dreaming though. This is how we tapped into a nation’s footballing psyche to deliver a campaign of such outrageous, quirky optimism it could only work in Scotland. The Issue: Scottish soft drink IRN-BRU faced two challenges in 2010 as football fever spread across the globe. Huge multi-national rivals had a major focus on the World Cup and deep pockets and Scotland - IRN-BRU’s key market – hadn’t qualified for the tournament. Objective: Drive sales and engagement with the brand on a budget of just £150,000 for ALL communications disciplines. The BIG Idea: We’d fuel Scottish optimism by turning to the most successful national football team of all time. We’d recruit Brazilians to mate with Scots to create BRU-ZILIANS - footballers who can make Scotland World champions in 2034.
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