READY BAKED JACKETS|短视频|广告营销案例【ADGuider广告指南】

现成烘焙夹克

案例简介：结果和有效性这些网站在英国和其他地方都是一个巨大的打击捕捉想象。世界各地超过 140 种不同的出版物了解了这场运动的消息，甚至在美国获得了格言中的 “每日精选”。为了额外的真实性，一个奉献者甚至找到了时间倒一罐烤豆在一个!仅在两周内，传感器按钮就分发了超过 27,000 张优惠券，仅仅六周后，麦凯恩就已经在英国实现了 8.5% 的家庭渗透率，销售额比预期的 30%。结果远非半生不熟。创意执行在英国悲惨的冬天里，我们会在英国的大街上带来烤土豆的温暖、气味和味道，并带来突破性的 4D 体验。温暖: 夹克土豆的舒适温暖是通过一个现实的玻璃纤维土豆来传递的，这个土豆实际上加热了冰冷的手。香气: 美味的香气是由新鲜烤土豆的香味喷雾传递的，这种香味是专门建在网站上的 -- 香气正在形成三个月!(你可以通过嗅探这个条目附带的竞选摘要板来亲身体验这一点) 品味: 让人们舔公共汽车避难所是不现实的，所以我们这样做了下一件最好的事情是，首先通过在按钮上构建户外产品，当按下按钮时，它会提供一张 50 便士的优惠券来购买产品并在家试用见解、战略和想法烤土豆 -- 英国的夹克土豆 -- 既美味又令人欣慰，但烹饪起来要花很长时间。但是，当麦凯恩在 2012年初推出一项重大创新时，这一切都变成了过去 -- 冷冻夹克土豆，它在 5 分钟内从微波炉里准备好，味道和烤箱烤的一样好。然而，微波土豆尝起来和烤箱里的土豆一样好的想法总是导致我们的目标观众不相信。随着味觉测试压倒性地证明它们是美味的，我们需要利用媒体向怀疑的观众证明事实确实如此。我们的解决方案是通过看起来、感觉和闻起来足够好吃的媒体，给人们带来品尝麦凯恩现成烘焙夹克的美味体验。

现成烘焙夹克

案例简介：Results and Effectiveness The sites were a massive hit - capturing imaginations in the UK and beyond. News of the campaign was picked up by over 140 different publications across the world, even garnering ‘Pick of the Day’ in AdAge in the US. For extra authenticity one devotee even found the time to pour a can of baked beans over one! In just two weeks the sensor buttons distributed over 27,000 coupons And after just six weeks McCain had already achieved a UK Household penetration of 8.5% with sales a massive 30% above forecast. Results which were far from half baked. Creative Execution In the midst of a miserable British winter, we’d bring to life the warmth, smell and taste of baked potatoes with a ground-breaking 4D experience on high streets across the UK. Warmth: The comforting warmth of a jacket potato was delivered through a realistic fiberglass potato built into the site which actually heated up cold hands. Aroma: The delicious aroma was delivered by a spray of the scent of freshly baked potatoes which was specially built into the sites - an aroma THREE MONTHS in the making! (You can experience this for yourself by sniffing the campaign summary board which accompanies this entry) Taste: It wasn’t practical to have people licking a bus shelter so we did the next best thing, delivering an outdoor first by building in buttons which, when pressed, delivered a 50 pence off coupon to purchase the product and try it at home Insights, Strategy and the Idea Baked potatoes - aka Jacket Potatoes in the UK - are delicious and comforting but they take AGES to cook. But that all became a thing of the past when McCain launched a major innovation in early 2012 - frozen jacket potatoes which are ready from the microwave in 5 minutes and taste as good as oven baked. However, the notion that microwaved potatoes could taste as good as those from the oven invariably led to disbelief from our target audience. With taste tests overwhelmingly proving that they were delicious we needed to use media to DEMONSTRATE to a sceptical audience that this was indeed the case. Our solution was to bring to life the delicious experience of eating McCain Ready Baked Jackets through media that looked, felt and smelled good enough to eat.