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日产隆隆
案例简介：结果和有效性 北欧的 Facebook 粉丝增长了 287%。像这样的参与度在汽车行业是闻所未闻的: 日产 50,000 的 Facebook 粉丝中有 68,000 都在积极谈论这项运动。在一个只有 2500万人的市场中，该运动产生了 400,000 个帖子、 “喜欢” 、评论和股票，导致了 450,000,000 的运动印象 -- 是市场人口的 18 倍。每天有 2.8 独特的 Facebook 用户，这意味着 11% 的市场人口。日产的跨界赢得了媒体的声音份额增长了 11% 的印刷和 41% 的在线。该运动在两个国家的黄金时段新闻中发表，并产生了 58 篇文章。 创意执行 日产隆隆是世界上第一个在 Facebook 上独家播出的真人秀集会。这也是第一次完全由 Facebook “喜欢” 推动的反弹。字面意思是: 如果没有持续的 “喜欢”，汽车就会停下来。来自四个北欧邻国的团队争夺 10,000 欧元的慈善支票。队长是国家名人，他们的副驾驶是从公众中挑选出来的，为他们提供了一周的名声。这次集会被制作成在 Facebook 上播出的真人秀节目。每个国家的日产 Facebook 粉丝都过分喜欢他们的团队来帮助他们获胜。每个 “喜欢” 都成为他们 Facebook 时间表上的一个故事，使得这场运动非常迅速。名人司机在他们现有的粉丝群中传播我们的信息。此外，从公众中选择副驾驶也让我们有影响力的人传播我们的信息。我们还使用了 Facebook 广告、相关页面上的网络横幅以及与目标广播频道和 TVC 的节目合作。 见解、战略和想法 主要目标: 创造一个长期的解决方案，以加强和保持日产在北欧高度竞争的跨界汽车领域的领导地位。其他目标: 增加 + 1% 的媒体声音份额，增加日产 Facebook 粉丝群的数量和质量，并与目标受众建立定期沟通。目标受众: 在 4 个北欧国家活跃于数字媒体的 25-45 岁城市成功者。洞察: 目标受众对传统广告方法失去了兴趣，但他们热衷于他们认为相关的内容。北欧汽车买家喜欢赛车运动; 他们认识自己的名人，看很多真人秀节目，每天使用 Facebook。最重要的是，每个国家都喜欢在比赛中踢邻国的屁股!我们将这些兴趣塑造成第一个类似的概念，以创建一个平台，使我们能够在自己的环境中与观众真正互动。
日产隆隆
案例简介：Results and Effectiveness Nordic Facebook fan base grew by 287%. Engagement levels like this were unheard of in the auto industry: 50,000 of Nissan’s 68,000 Facebook fans were actively talking about the campaign. In a market of just 25 million people the campaign generated 400,000 posts, 'likes', comments and shares which led to 450,000,000 campaign impressions—18 times the market population. 2.8m unique Facebook users were reached every day, meaning 11% of the market population. Nissan's crossover earned media share-of-voice grew 11% in print and 41% online. The campaign made it to prime time news in 2 countries and generated 58 articles. Creative Execution Nissan RUMBLE was the World's first reality TV rally broadcast exclusively on Facebook. It was also the first rally fuelled solely by Facebook 'likes'. Literally: without a constant flow of 'likes' the cars would stop. Teams from four neighbouring Nordic countries competed for a €10,000 charity cheque. The Team Captains were national celebrities, and their co-pilots were selected from the public, offering them one week of fame. The rally was produced into reality TV episodes broadcast on Facebook. Each nation’s Nissan Facebook fans liked their Team excessively to help them win. Each 'like' became a story on their Facebook timeline, making the campaign enormously viral. The celebrity drivers spread our message amongst their existing fanbase. Also selecting the co-pilot from the general public gave us influencers to spread our message. We also used Facebook advertising, web banners on relevant pages and programme co-operation with targeted radio channels and TVC. Insights, Strategy and the Idea MAIN OBJECTIVE: To create a long-term solution to reinforce and maintain Nissan's leadership in the highly competitive crossover car segment in the Nordics. OTHER OBJECTIVES: Increasing Earned media share-of-voice by +1%, growing the quantity and quality of Nissan’s Facebook fanbase and establishing regular communication with the target audience. TARGET AUDIENCE: 25–45 years-old urban achievers who are active in digital medias in the 4 Nordic Countries. INSIGHT: Target audience has lost interest with traditional advertising methods but are keen towards content that they find relevant. Nordic car buyers are into motorsports; they know their celebrities, watch a lot of reality TV and use Facebook on daily basis. And above all, each country loves kicking the neighbouring countries' ass in competitions! We moulded these interests into a first of its kind concept to create a platform which enables us to truly engage with our audience in their own environment.
NISSAN RUMBLE
案例简介：结果和有效性 北欧的 Facebook 粉丝增长了 287%。像这样的参与度在汽车行业是闻所未闻的: 日产 50,000 的 Facebook 粉丝中有 68,000 都在积极谈论这项运动。在一个只有 2500万人的市场中，该运动产生了 400,000 个帖子、 “喜欢” 、评论和股票，导致了 450,000,000 的运动印象 -- 是市场人口的 18 倍。每天有 2.8 独特的 Facebook 用户，这意味着 11% 的市场人口。日产的跨界赢得了媒体的声音份额增长了 11% 的印刷和 41% 的在线。该运动在两个国家的黄金时段新闻中发表，并产生了 58 篇文章。 创意执行 日产隆隆是世界上第一个在 Facebook 上独家播出的真人秀集会。这也是第一次完全由 Facebook “喜欢” 推动的反弹。字面意思是: 如果没有持续的 “喜欢”，汽车就会停下来。来自四个北欧邻国的团队争夺 10,000 欧元的慈善支票。队长是国家名人，他们的副驾驶是从公众中挑选出来的，为他们提供了一周的名声。这次集会被制作成在 Facebook 上播出的真人秀节目。每个国家的日产 Facebook 粉丝都过分喜欢他们的团队来帮助他们获胜。每个 “喜欢” 都成为他们 Facebook 时间表上的一个故事，使得这场运动非常迅速。名人司机在他们现有的粉丝群中传播我们的信息。此外，从公众中选择副驾驶也让我们有影响力的人传播我们的信息。我们还使用了 Facebook 广告、相关页面上的网络横幅以及与目标广播频道和 TVC 的节目合作。 见解、战略和想法 主要目标: 创造一个长期的解决方案，以加强和保持日产在北欧高度竞争的跨界汽车领域的领导地位。其他目标: 增加 + 1% 的媒体声音份额，增加日产 Facebook 粉丝群的数量和质量，并与目标受众建立定期沟通。目标受众: 在 4 个北欧国家活跃于数字媒体的 25-45 岁城市成功者。洞察: 目标受众对传统广告方法失去了兴趣，但他们热衷于他们认为相关的内容。北欧汽车买家喜欢赛车运动; 他们认识自己的名人，看很多真人秀节目，每天使用 Facebook。最重要的是，每个国家都喜欢在比赛中踢邻国的屁股!我们将这些兴趣塑造成第一个类似的概念，以创建一个平台，使我们能够在自己的环境中与观众真正互动。
NISSAN RUMBLE
案例简介：Results and Effectiveness Nordic Facebook fan base grew by 287%. Engagement levels like this were unheard of in the auto industry: 50,000 of Nissan’s 68,000 Facebook fans were actively talking about the campaign. In a market of just 25 million people the campaign generated 400,000 posts, 'likes', comments and shares which led to 450,000,000 campaign impressions—18 times the market population. 2.8m unique Facebook users were reached every day, meaning 11% of the market population. Nissan's crossover earned media share-of-voice grew 11% in print and 41% online. The campaign made it to prime time news in 2 countries and generated 58 articles. Creative Execution Nissan RUMBLE was the World's first reality TV rally broadcast exclusively on Facebook. It was also the first rally fuelled solely by Facebook 'likes'. Literally: without a constant flow of 'likes' the cars would stop. Teams from four neighbouring Nordic countries competed for a €10,000 charity cheque. The Team Captains were national celebrities, and their co-pilots were selected from the public, offering them one week of fame. The rally was produced into reality TV episodes broadcast on Facebook. Each nation’s Nissan Facebook fans liked their Team excessively to help them win. Each 'like' became a story on their Facebook timeline, making the campaign enormously viral. The celebrity drivers spread our message amongst their existing fanbase. Also selecting the co-pilot from the general public gave us influencers to spread our message. We also used Facebook advertising, web banners on relevant pages and programme co-operation with targeted radio channels and TVC. Insights, Strategy and the Idea MAIN OBJECTIVE: To create a long-term solution to reinforce and maintain Nissan's leadership in the highly competitive crossover car segment in the Nordics. OTHER OBJECTIVES: Increasing Earned media share-of-voice by +1%, growing the quantity and quality of Nissan’s Facebook fanbase and establishing regular communication with the target audience. TARGET AUDIENCE: 25–45 years-old urban achievers who are active in digital medias in the 4 Nordic Countries. INSIGHT: Target audience has lost interest with traditional advertising methods but are keen towards content that they find relevant. Nordic car buyers are into motorsports; they know their celebrities, watch a lot of reality TV and use Facebook on daily basis. And above all, each country loves kicking the neighbouring countries' ass in competitions! We moulded these interests into a first of its kind concept to create a platform which enables us to truly engage with our audience in their own environment.
日产隆隆
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NISSAN RUMBLE
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