The Archaeologist|短视频|广告营销案例【ADGuider广告指南】

考古学家

案例简介：概要 Ehinger Kraftrad 是一家独一无二的摩托车定制商店。他们的产品是 1930 代和 40 代老式摩托车的改造，非常具体和罕见。他们的客户也是。简介我们需要找到一种促销产品，让顾客去商店体验这个品牌 -- 并花时间和它的制造商 Uwe Ehinger 在一起。与此同时，重要的是要传达 Uwe 对每一个细节的工艺和质量的过度渴望。目的寻找一种方法让顾客体验 Ehinger Kraftrad 的精神。使其在工艺、质量和细节方面具有代表性。以非常规的方式保存旧摩托车的想法是有形的。不要以尽可能多的客户为目标，以重视质量、个性和工艺的正确客户为目标。项目规模和体积: 共 90 瓶，包装和盒装。结果《考古学家》树立了一个很好的榜样，展示了埃辛格 · 克拉夫特拉对细节和真实性的奉献和关注。第一批很快就缺货了 -- 尽管它的价格很高。顾客的反馈显示，杜松子酒也被用作一种识别物品，显示了买家对品牌的热爱及其代表的意义。有些人甚至在第一次骑车前用杜松子酒 “洗礼” 一辆新摩托车。这样，我们的产品就进入了一个更深、更文化的环境。“考古学家” 为更好地理解品牌的意义做出了巨大贡献，并延续了现场的文化遗产。执行瓶底插入不锈钢底座和焊接机器零件。匹配的包装设计代表了机器零件设计时代的工艺。发现零件的故事印在包装纸上。一切都是手工制作的。包装的每一个细节都是包装技术的细致再现，在这个时代，包含的自行车零件最初是被制作的。瓶子: 卡尔 · 施密德 · glassworks 定制的带有底部沉孔的透明玻璃; Wolfrik Fischer 工作室纸和纸板焊接在不锈钢插座上的原始老式机器零件: Maren Thomsen, natural，sand，无烟煤和雪花石膏白色表面处理: 坩埚印刷机热箔冲压油墨: 红色: Kurz Luxor 307(匹配潘通 8863) 黄金: Kurz Luxor 381 (匹配潘通 871) 白银: Kurz Alufin Spezial (匹配潘通 877) 黑色: Tecnofoil 499 活动描述几十年来，创始人 Uwe “考古学家” Ehinger 一直作为收藏家和零售商，在 1930 和 40 年代购买罕见的哈雷戴维森摩托车。我们制作了一款杜松子酒，其中包含旧机器的原始零件。我们把它和机器零件一起装瓶，并在每个瓶子上贴上关于零件起源的令人难以置信的故事的标签。手工包装的每一个元素都由 30 年代和 40 年代已经使用的颜色和材料组成。粉丝们终于可以品尝到复古哈雷戴维森的精神，并让它成为他们的一部分。

考古学家

案例简介：Synopsis Situation Ehinger Kraftrad is a one-of-a-kind motorcycle custom shop. Their products, rebuilts of vintage motorcycles from the 1930s and 40s, are very specific and rare. And so are their clients. Brief We needed to find a promotional item that drove customers to the shop in order to experience the brand – and spend time with its maker, Uwe Ehinger. At the same time, it was important to convey Uwe’s excessive aspiration for craftsmanship and quality in every detail. Objectives Finding a way to get customers to experience the spirit of Ehinger Kraftrad. Making it representative with regards to craftsmanship, quality and detail. Making the idea of preserving old motorcycles in an unconventional way tangible. Do not aim for as many customers as possible, aim for the right customers who value quality, individuality and craftsmanship. Project scale & volume: 90 bottles altogether, wrapped and boxed. Outcome ‘The Archaeologist’ set a great example for how much dedication and attention to detail and authenticity Ehinger Kraftrad put into their work. The first batch was out of stock in no time – despite its hearty pricetag. Customer feedback showed that the gin was also used as an identificational item that showed the buyer's love for the brand and what it stands for. Some even used the gin to 'baptise' a new motorcycle before going for a ride for the first time. That way, our product found its way into a much deeper, more cultural context. ‚The Archaeologist’ made a strong contribution to a better understanding of the brand's meaning and perpetuated the cultural heritage within the scene. Execution Bottles’ bottoms with inserted stainless-steel base and weld-on machine part. Matching packaging design represents the craftsmanship of the era in which the machine parts were designed. Stories of the finding of the parts are printed on the wrapping paper. Everything is handmade. Every detail of the packaging is a meticulous rendition of the packaging technology of the era in which the contained bike parts have originally been crafted. The Bottle: Custom-made clear glass with bottom-side counterbore by Karl Schmid glassworks; original vintage machine part welded on a stainless-steel socket by Wolfrik Fischer studio Paper and cardboard: Maren Thomsen, ‚Les Naturals’, sand, anthracite and alabaster white Finish: Crucible printing press hot foil stamping Inks: Red: Kurz Luxor 307 (matches Pantone 8863) Gold: Kurz Luxor 381 (matches Pantone 871) Silver: Kurz Alufin Spezial (matches Pantone 877) Black: Tecnofoil 499 CampaignDescription For decades, founder Uwe ‘The Archaeologist’ Ehinger has been travelling the world as a collector and retailer of rare Harley Davidson motorcycles from the 1930s and 40s. We crafted a gin that contains original parts from the old machines. We bottled it together with the machine parts and labelled each bottle with the mind-boggling story of the part’s origin. Every element of the hand-made packaging consists of colours and materials that were already used in the 30s and 40s. Fans could finally actually taste the spirit of vintage Harley Davidsons and let it become a part of them.