Eiffel Tower All Yours|短视频|广告营销案例【ADGuider广告指南】

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埃菲尔铁塔都是你的

案例简介：概要 2016 年，美国高级度假租赁公司的领导者 HomeAway 在欧洲推出了自己的品牌，在欧洲人们几乎不知道这个品牌。问题是: 如何快速将品牌作为拥挤类别的溢价选择？为了提高品牌知名度，并在法国推出 HomeAway 品牌, homeAway 决定成为欧足联 2016 欧元的赞助商，并要求该机构想象一场巨大而独特的运动，让这项赞助更进一步，而不仅仅是知名度。根据 HomeAway 的说法，这场运动也是为了反映高端假期租金的愿景。执行这场运动由一场数字竞赛开始，邀请来自世界各地的旅行者回答一个简单的问题: “如果埃菲尔铁塔的住宅一夜都是你的，你会怎么做？”。为了扩大和创造这个数字竞赛的流量，我们制作了几个病毒视频。与此同时，该机构有责任在埃菲尔铁塔的一楼建造一套临时的、对家庭友好的一流生活公寓。除了 4 个家庭的过夜，我们还邀请了许多其他幸运的人来分享这个独特的位置。我们组织了许多活动，创造了强烈的公关兴奋: 瑜伽课程、浪漫的下午、儿童活动…… 所有的活动都在脸谱网上直播或直播结果这次数字竞赛吸引了 150 多名参与者。30 个国家写了 500 多篇文章。它吸引了 58% 多名业主在 HomeAway 网站上列出他们的房产，比我们的目标高出 30%。它为网站带来了 77% 的新访问者，远远超过了目前的组合。搜索该品牌的访问者的份额增长了 24%。我们的品牌知名度提高了 6 分。这场运动的全球社会影响力约为 750 万次，Facebook 参与度为 5%。活动描述为了安装和滋养该品牌在其拥挤类别中的高端定位，该品牌应该向客户提供一种惊人的体验，反映其对高端度假的愿景。整个活动的起点是基于一个简单的事实: 独特的地方产生独特的假期记忆。巴黎最独特的地方是什么？一个大家都知道的地方？每个人都梦想的地方？一个没人能想象为自己服务的地方？只有埃菲尔铁塔可能是这个独特的地方!为有史以来第一次, 我们在塔的一楼建了一套公寓，HomeAway 可以邀请一些来自世界各地的幸运家庭赢得睡在里面的特权，并在其中拥有埃菲尔铁塔魔法之夜。战略 HomeAway 首次在欧洲市场上市，面临两大挑战。首先，品牌必须大量获得知名度。其次，该品牌需要在这个拥挤类别的众多演员中建立其高端定位，并滋养其品牌的签名 “这是你的假期，为什么要分享它？”。"。为了实现这些雄心勃勃的目标，我们必须构思一些大的东西，对每个人都有发言权，并创造独特的体验。埃菲尔铁塔的选择让我们能够瞄准大量的观众，并利用品牌的优质承诺。我们实施了一个双皮拉的活动，数字计划通过现实生活中的事件被放大，创造了强大的公关。

埃菲尔铁塔都是你的

案例简介：Synopsis In 2016, HomeAway, leader of premium vacation rentals in the US, launches itself in Europe where people hardly knows the brand. The question was: How to quickly impose the brand as the premium choice of a crowded category ? To boost the brand awareness and introduce the HomeAway brand in France, HomeAway decided to become sponsor of the UEFA Euro 2016 and asked the agency to imagine a huge and unique campaign to take this sponsorship one step further, than just visibility. This campaign was also due to reflect the vision of premium holidays rentals according to HomeAway. Execution The campaign started by a digital contest inviting travelers from all over the world to answer a simple question: “what would you do if the HomeAway Eiffel Tower Apartment was all yours for a night?”. To amplify and create traffic to this digital contest, we created several viral videos. In the meantime, the agency had the responsibility to build out of nothing a temporary, family-friendly first-of-its-kind living apartment in the first floor of the Eiffel Tower. In addition to the sleepovers of the 4 families, we also invited many other lucky people to share the unique location. We organized many events that created a strong PR excitement: yoga sessions, romantic afternoons, kids activities… All the events were broadcasted on Facebook Live or livetweeted Outcome The digital contest engaged more than 150 000 participants. More than 2 500 articles have been written in 30 countries. It attracted 58% more owners to list their properties on HomeAway sites, beating our targets by 30%. It delivered 77% of new visitors to the sites, way above current mix. And the share visitors searching for the brand has grown 24%. We increased our brand awareness by 6pts. The Global social reach of this campaign was around 7,5 million of impressions, and the Facebook engagement was 5%. CampaignDescription In order to install and nourish the premium positioning of the brand on its crowded category, the brand should deliver to its customers an amazing experience that would reflect its vision of premium holidays. The starting point of the whole campaign was based on a simple truth: unique places make unique vacation memories. What could be the most unique place in Paris? A place that everyone knows? A place that everyone dreams of? A place that no one could even imagine to be all for oneself? Only the Eiffel Tower could be this unique place! For the first time in history, we built an apartment at the first floor of the Tower and HomeAway could invite some lucky families from around the world to win the privilege to sleep in it and have the Eiffel Tower all for themselves during one magic night. Strategy Launching itself on the European market for the first time, HomeAway had two major challenges. First, the brand had to massively gain in awareness. Secondly, the brand needed to install its premium positioning among the numerous actors of this crowded category and nourish its brand’s signature “It’s your vacation, why share it ?” .To meet with these ambitious objectives, we had to conceive something big that would speak to everyone and create a unique experience. The choice of the Eiffel Tower allowed us to target a huge audience and to leverage the premium promise of the brand. We implemented a two-pilars campaign where the digital plan was amplified through real-life events creating strong PR.