TUI CATCH A MILLION|短视频|广告营销案例【ADGuider广告指南】

TUI 抓了百万

案例简介：描述活动/条目: “抓住百万富翁” 是一场公关活动，它将新西兰最受欢迎的夏季消遣板球和全国最受欢迎的啤酒 TUI 结合在一起，创造了无与伦比的参与度, 品牌识别和媒体关注。刚刚签约成为新西兰板球的官方啤酒赞助商, TUI 需要通过公关利用投资的价值，推动品牌识别，并在板球比赛的整个过程中以及 12 场比赛系列中引起广泛的人群参与。这个想法是: 在板球比赛中单手抓住一个 “六” *，同时穿着官方的 TUI 橙色 t恤，以赢得超过 100 万美元的份额。每次捕获量价值 100,000 美元 (总池 1.2 美元 -- 每场比赛一个捕获量)。一个有针对性的、深入的播种前战略确保了包括广播评论员和记者在内的顶级媒体完全沉浸在这个想法中。 T恤以各种方式出售，并提供给主要的体育媒体和影响者。该活动是头版新闻，在新西兰黄金时段的时事节目和 ESPN 的 “本周戏剧” 中亮相。媒体制定了最佳捕捉点。游戏出勤率上升 75%。体育场变成了 TUI 橙色，每 5 个成年人中有 1 个穿着 t恤参加比赛。世界各地的体育评论员开始更多地谈论人群中发生的事情，而不是球场上的动作。全球媒体报道发表了 120 次印象。 * 一个球像 “本垒打” 一样越过边界线撞上人群。描述客户的简报: 利用公关来利用板球赞助的价值。让更广泛的新西兰男人和女人参与板球运动，创造一个系列的谈话点，并最终奖励参与的人。成为最受关注的夏季激活，产生对板球系列的兴趣，确保有促销的曝光。在整个比赛和新西兰、印度和西印度群岛之间的整个夏季系列比赛中，在体育场和板球爱好者之外推动群众参与。驱动 TUI 的体积消耗。结果: 1in 4 成年人在游戏中穿 TUI T。竞选期间，TUI Facebook 页面上有 6m 以上的印象。新西兰 10.3 媒体印象。全球 120。首页新西兰先驱报。关于最佳捕捉地点的整页功能。全国黄金时段时事节目 “坎贝尔现场” 捕捉部分。国家早餐计划采访了获奖者。体育节目 “人群变得疯狂” 采访了捕捉技巧的球员。全球报道 -- 澳大利亚天空体育、福克斯新闻、每日邮报、 ESPN 报道 “本周最佳戏剧” (第2 次新西兰体育报道)。第一次捕获量后，门数上升 54%。汉密尔顿 (渔获所在城市) 更名为新西兰的 “渔获之都”。 TUI (副赞助商) 超越了所有其他赞助商，成为新西兰板球的典范推广模式。推动了 12月/1月期间 -- 竞选期间从 + 5.1% 的平均增长到 + 12.2%。奥克兰地区增长超过 30%，奥克兰市增长 + 78%。作为活动的结果，TUI 销售额和销量份额在两年内达到最佳水平。执行: 这项运动从 2013年12月26日到 2014年1月31日在新西兰夏季板球系列中进行，新西兰、印度和西印度群岛在奥克兰、惠灵顿、克赖斯特彻奇、皇后镇、汉密尔顿举行了 12 场比赛, 纳皮尔和纳尔逊。 TUI orange t恤衫被交付给主要体育媒体和影响者，在店内购买，在酒店、比赛和 TUI 网站 www.TUI.co.nz 上出售。通过与主要记者、体育评论员和有影响力的人一对一的方式进行了广泛的播种前阶段，以创造知识和兴奋，特别关注天空体育。我们开发了一个媒体发布和新闻工具包，在发布日期交付给一个广泛的媒体列表，并在整个活动期间向媒体提供故事、采访和内容，以保持兴趣。在最后一场比赛中，我们决定在奖金池中增加第二个 100,000 美元的奖金，从而进一步激起人们的兴趣。情况: TUI 是新西兰最喜欢的啤酒品牌，但不是消费最多的。他们想通过赞助将其意识扩展到一个更广泛的消费群体，超越传统的目标 -- 23 岁至 29 岁的新西兰男性。板球是一种靠近新西兰人中心的运动，是家庭和朋友的夏季社会机构，而不仅仅是 “硬” 板球爱好者。 “抓住百万富翁” 是为了通过公关利用他们板球赞助的价值，推动品牌意识、数量消费，并为粉丝与品牌和游戏互动创造一种有意义的方式。战略: 阶段 1。播种前 -- 对主要体育媒体、评论员和影响者，有针对性的一对一策略，让他们完全沉浸在概念中，激发和告知条款和条件帮助向公众传达这个想法。阶段 2.官方公告-媒体和消费者。第三阶段。第一次捕捉媒体兴趣在第一次捕捉后呈指数级增长。我们通过促进对幸运捕手的采访，播下捕捉视频和照片，帮助放大了这种兴趣。第四阶段。保持对话 -- 为了在整个活动中保持势头，我们向媒体提供了额外的内容，包括抓捕卷轴、未遂镜头和最佳抓捕点的提示。第五阶段。加大赌注 -- 为了确保在最后一场比赛之前的兴趣，我们决定在最后一场比赛中增加第二个 100,000 美元的接球来增加兴奋。这使得媒体对决赛产生了更大的兴趣。

TUI 抓了百万

案例简介：Describe the campaign/entry: ‘Catch a Million’ was a PR campaign that brought together cricket, New Zealand’s favourite summer pastime, and TUI, the nation’s favourite beer in a way that created unparalleled levels of participation, brand recognition and media attention. Having just signed on to become the official beer sponsor of New Zealand Cricket, TUI needed to leverage the value of the investment through PR and drive brand recognition and also generate widespread crowd participation throughout the entirety of the cricket match and right across the 12 match series. The idea: Catch a ‘six’* one handed at the cricket match while wearing an official TUI orange T-shirt to win a share of over $1m. Each catch was worth $100,000 (Total pool $1.2m - one catch per match). A targeted, in-depth pre-seeding strategy ensured top-tier media including broadcast commentators and journalists were fully immersed in the idea. T-shirts were available for sale in a variety of ways and delivered to key sporting media and influencers. The campaign was front-page news, featured in NZ’s prime-time current affairs show and ESPN’s ‘Plays of the week’. Media mapped out the best spots to catch. Game attendance rose 75%. Stadiums turned TUI orange with 1 in 5 adults wearing a T-shirt to the game. Sporting commentators around the world started talking more about what was happening in the crowd than the action on the field. Global media coverage delivered 120 impressions. * A ball hit into the crowd over the boundary line like a ‘home run’. Describe the brief from the client: Use PR to leverage the value of the cricket sponsorship. Get a broader group of Kiwi men and women engaging with cricket, create a talking point of the series and ultimately reward people for participating. Become the most talked about activation of the summer, generate interest in the cricket series, ensure there was exposure for the promotion. Drive mass participation in stadium and with cricket fans outside the game for the entirety of the match and the full summer series of games between New Zealand, India and the West Indies. Drive volume consumption of TUI. Results: 1in 4 adults wore TUI T at games. 6m+ impressions on TUI Facebook page during campaign. 10.3m media impressions in NZ. 120m globally. Front page NZ Herald. Full-page feature on best places to catch. National prime time current affairs show “Campbell Live” catching segment. National breakfast programme interviewed winners. Sports show “Crowd Goes Wild” interviewed players for catching tips. Global coverage - Sky Sports Australia, FOX News, The Daily Mail, ESPN feature “Plays of the Week” (2nd time NZ sport featured). Gate numbers up 54% after first catch. Hamilton (city where catches taken) renamed “catch capital” of NZ. TUI (sub sponsor) eclipsed all other sponsors and became NZ cricket’s exemplary promotion model. Drove growth from average of +5.1% to +12.2% for Dec/Jan periods - campaign period. Auckland region delivered >30% growth with Auckland City growing +78%. TUI sales and volume share at best level in 2 years as a result of the campaign. Execution: The campaign ran from 26 December 2013 to 31 January 2014 across the New Zealand summer cricket series of 12 matches between New Zealand, India and the West Indies in Auckland, Wellington, Christchurch, Queenstown, Hamilton, Napier and Nelson. TUI orange T-shirts were delivered to key sporting media and influencers, made available in-store with purchase, sold on premises, at matches and on the TUI website www.TUI.co.nz. An extensive pre-seeding phase was conducted through one to ones with key journalists, sports commentators and influencers to create knowledge and excitement, with particular focus on SkySports. We developed a media release and press kit which was delivered to an extensive media list on the announcement date and fed the media with stories, interviews and content throughout the duration of campaign to sustain interest. In the final match, we decided to pique interest even further by adding a second $100,000 catch to the prize pool. The Situation: TUI is New Zealand’s favourite beer brand, but not the most consumed. They wanted to extend its awareness through sponsorship to a broader consumer group beyond the traditional target – NZ men aged between 23 and 29. Cricket is a game close to the heart of Kiwis and is a summer social institution for families and friends, not just ‘hardcore’ cricket fans. ‘Catch a Million’ was created to leverage the value of their cricket sponsorship through PR, drive brand awareness, volume consumption and create a meaningful way for fans to interact with both the brand and the game. The Strategy: Stage 1. Pre-seeding – to key sports media, commentators and influencers, targeted one to one strategy to fully immerse them in concept, excite and inform on terms and conditions and help communicate the idea to the public. Stage 2. Official announcement – to media and consumers. Stage 3. The first catch - Media interest grew exponentially after the first catch. We helped amplify this interest by facilitating interviews with the lucky catcher, seeding the catch video and photographs. Stage 4. Sustaining the conversation – To keep momentum throughout the campaign we supplied additional content to media including catch reels, footage of the near misses and tips on best spots to catch. Stage 5. Upping the ante – To ensure interest right up until the final match, we decided to increase the excitement by adding a second $100,000 catch to the final game. This drove even greater media interest around the final match.