Park Sense vs Toyota Sienna|短视频|广告营销案例【ADGuider广告指南】

朴槿惠 vs 丰田西耶纳

案例简介：(营销挑战/目标/观众) 没有人记得一切都 “正确” 的那一天。生活中最难忘的时刻: 尤其是对父母和孩子来说: 是从混乱中诞生的。你上班迟到的那一天: 在汽车座椅上挣扎，开始下起倾盆大雨。那天你把饭盒留在屋顶上，看着卡普里岛的太阳在后视镜里爆炸。这是你记得的早晨。让一个家庭成为一个家庭的记忆。在你换了衬衫并最终成功后，你笑的事情。现代父母生活在这种持续的 “有组织的混乱” 状态中 -- 平衡工作: 家庭: 乐趣和责任。说到他们的车: 他们想要一辆适合他们生活方式的车。一些人选择小型货车纯粹是为了功能性和便利性: 他们经常忠于自己选择的品牌。其他人无法摆脱 “小型货车的耻辱”，也不愿意牺牲风格。文章摘要: 小型货车市场份额已经被越野车和跨界车夺走。作为回应: 克莱斯勒创造了全新的 Pacifica -- 一辆全新的小型货车，从头开始设计，拥有 115 项创新和一流的特色: 将风格和性能与技术和安全相结合。 (营销目标/策略/创意解决方案) 推出这款全新的小型货车，赢得现代父母的心 -- 一些现任小型货车车主: 其他非小型货车司机 -- 我们招募了喜剧演员和 “众所周知的不知所措” 的吉姆 · 加菲根神父来讲述我们的故事。在 “与吉姆 · 加菲根的街头智慧” 活动中: 吉姆介绍了罗杰 -- 该街区最新的 Pacifica 所有者 -- 他展示了该阶层的排他性: 全新克莱斯勒 Pacifica 小型货车的 “竞争粉碎” 特征。 (执行) 在竞选的每个视频中: 罗杰展示了一个关键特征，而他的邻居在本田奥德赛中挣扎: 丰田西耶纳: 丰田汉兰达和雪佛兰穿越。视频内容遍布克莱斯勒 Pacifica 网站: 在潜在买家研究和购物时接触他们。该活动还出现在克莱斯勒的社交渠道上，包括 YouTube: Facebook: Twitter 和 Instagram: 以及在线广告处决。 (结果) “街头智慧” 的数字和社会活动立即引起了克莱斯勒 Pacifica 的轰动。几天内: 没有付费媒体支持: YouTube 播放列表达到了成千上万的浏览量，并继续增长。Pacifica 网站上的视频点击率显示，访问者正在参与内容，并花时间了解这款令人惊叹的新车。

朴槿惠 vs 丰田西耶纳

案例简介：(MARKETING CHALLENGE / OBJECTIVES / AUDIENCE)No one remembers the day everything went “right”. Life’s most memorable moments: especially for parents and kids: are the ones born of chaos. The day you’re running late for work: struggling with the car seat and it starts to downpour. The day you left the lunch boxes on the roof and watched a Capri Sun explode in the rearview. These are the mornings you remember. The memories that make a family a family. The things you laugh about after you’ve changed your shirt and finally made it to work. The modern day parent lives in this constant state of “organized chaos”—balancing work: family: fun and responsibility. When it comes to their cars: they want a vehicle that fits their lifestyle. Some opt for the minivan for sheer functionality and convenience: often remaining loyal to their brand of choice. Others are unable to get past the “minivan stigma” and unwilling to sacrifice style. Consequently: the minivan segment has lost market share to SUVs and crossovers. In response: Chrysler created the all-new Pacifica—a brand new minivan designed from the ground up with 115 innovations and class-exclusive features: combining style and performance with technology and safety. (MARKETING OBJECTIVES / STRATEGY / CREATIVE SOLUTION)To launch this all-new minivan and win the hearts of modern day parents—some current minivan owners: others non-minivan drivers—we enlisted comedian and “famously overwhelmed” father Jim Gaffigan to tell our story. In the “Street Smarts with Jim Gaffigan” campaign: Jim introduces Roger—the newest Pacifica owner on the block—as he demonstrates the class-exclusive: “competition crushing” features of the all-new Chrysler Pacifica minivan. (EXECUTION)In each video of the campaign: Roger demonstrates a key feature while his neighbors struggle in their Honda Odyssey: Toyota Sienna: Toyota Highlander and Chevy Traverse. The video content lives throughout the Chrysler Pacifica website: reaching potential buyers while they research and shop. The campaign also appears on Chrysler’s social channels including YouTube: Facebook: Twitter and Instagram: as well as in online advertising executions. (RESULTS)The “Street Smarts” digital and social campaign generated immediate buzz for the Chrysler Pacifica.Within days: with no paid media support: the YouTube playlist reached tens of thousands of views—and continued to grow. Video Click-Through-Rates on the Pacifica website revealed that visitors were engaging with the content and taking the time to learn about this amazing new vehicle.