本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
Camelpower
案例简介：概要 越野车是中东的地位象征。然而，该地区的最大区别是 SUV 的价值并不完全由价格来定义。它也需要有能力。沙漠驾驶对许多人来说不是可选的; 在沙漠中航行是日常生活的一部分。爱好者经常带着越野车去沙漠寻找刺激; 在最陡峭的沙丘上炫耀他们的技能和汽车。这种竞争精神蔓延到网络世界，社交媒体平台和论坛上充斥着关于哪些汽车在沙丘上表现最好的辩论。这些争论围绕着两辆汽车 -- 丰田越野车和日产巡逻车。我们想建立日产 SUV 系列，包括纳瓦拉和 Super Safari，作为终极沙漠系列。不过，我们不能只是说出来，所以我们通过创造世界上第一个以所有汽车的沙漠性能为基准的单元来证明这一点。 战略 沙漠中哪辆车最好，这是该地区社交媒体平台和沙丘巴斯论坛上永无止境的辩论。为了结束辩论并正式宣称领导力，我们通过创建一个新的沙漠性能测量单位: Camelpower，证明了日产越野车是该地区最好的沙漠越野车。可信度是一个关键因素。当然，我们必须从头到尾遵循一个严格的科学过程，但是我们如何讲述这个故事也是至关重要的。直接来自品牌，感觉就像空的公关和广告。然而，如果这个故事是由《国家地理》讲述的，我们邀请了主要的汽车博客作者和记者亲自观看测试, 这个想法有可能独自获得动力，并帮助日产拥有围绕沙漠越野的对话。 相关性 大多数大品牌都有预算来支付覆盖面和媒体印象。很少有人有勇气投资一个能赢得它的想法。通过为汽车沙漠性能创造一个全新的行业基准，日产成功地赢得了围绕中东越野的对话，维护了品牌领导地位，并产生了价值超过 2.8 美元的媒体印象。这需要一种完全不同的方法，但我们与工程师、技术专家、地质学家和国家地理合作，创建了一个行业创新，作为推广日产 SUV 系列的平台。 结果 1。赢得媒体获得了超过 450 人的小额预算在 GCC 赢得了 2200 万公关媒体印象，价值 2.8 美元的付费媒体 2。订婚 12.2 分钟平均时间花在 www 上。 camelpower。 ae (比日产平均基准高 245%) • 14% 的游客点击了 www。日产。我 · 社会后参与率 3.87(2x 日产新车型-发布岗位) 3. 品牌影响那些参与活动的人更有可能 60% 同意日产生产最好的越野越野车 (增加了 31ppt) 64% 更有可能同意日产是一家创新公司 (增加 28ppt) 日产品牌亲和力增加 + 4 分 4。业务: 同比销售 (即。对 2017) 4月巡逻在 3 月/97% 增加了 26% 4月巡逻 Safari 在 3 月/60% 增加了 99% 4月 Navara 在 3 月/170% 增加了 49% 尽管媒体支出是 83% 下来 执行 我们不想做广告活动，而是想做一个对话。因此，我们从与第三方工程师、技术专家和地质学者合作开始，创建一个强大的公式并进行严格的现场测试。然后，我们与阿联酋标准化和计量管理局 (ESMA) 一起审查了整个计划。这只是尽职调查。为了推广这个概念，我们必须解释科学。由《国家地理》拍摄并播出的一部 11 分钟的纪录片让整个过程栩栩如生，同时我们使用社交媒体平台和格式引导人们进入 www。 camelpower。 ae，在那里他们可以了解更多关于这个单位、科学，最重要的是，日产 SUV 系列。图形插图在网站和展厅中绘制了骆驼和越野车之间的类比。最后，在公告和电影之后，在大学举行了会谈，以推广新的单位和未来申请的机会。 活动描述 我们向世界介绍了 Camelpower: 有史以来第一个在沙漠中测量汽车性能的单位。按照马力发明者亨利 · 瓦特的例子，我们围绕最有效和最有效的沙漠动物: 骆驼开发了我们的单元。马力 (hp) 是用马作为基准的陆地实验开发的。我们基于沙子的实验使用了骆驼，并遵循了类似的科学方法，为骆驼动力 (dCP) 创造了一个公式和价值。我们与日产工程师、认证专家和技术专家合作，开发配方并进行现场测试 (考虑沙子摩擦、时间、速度、重量和倾斜度)。一旦 1dCP 的值被确定，我们测量了日产顶级沙漠越野车的 dCP 值。我们就在那里。N这不仅是衡量越野车越野性能的经验方法，也是衡量其他每辆车的标准。
Camelpower
案例简介：Synopsis SUVs are status symbols in the Middle East. However, the big difference in the region is that an SUV’s worth isn’t defined purely by price. It also needs to be capable. Desert driving isn’t optional for many; navigating the desert is part of everyday life. Enthusiasts regularly take SUVs to the desert for thrills; to show-off their skills and their cars on the steepest dunes. This competitive spirit spills over into the online world, with social media platforms and forums filled with debates about which cars perform best on the dunes. These debates revolve around two cars in particular –Toyota Land Cruiser and Nissan Patrol. We wanted to establish the Nissan SUV range, including Navara and Super Safari, as the ultimate desert line-up. We couldn’t just say it though, so we proved it by creating the world’s first unit to benchmark desert performance for all cars. Strategy Which car is best in the desert is a never-ending debate on social media platforms and dune-basher forums across the region. To end the debate and officially claim leadership, we proved that Nissan SUVs are the best desert off-roaders in the region by creating a new unit of desert performance measurement: Camelpower. Credibility was a key factor. Sure, we had to follow a strict scientific process from start to finish, but how we told the story was also crucial. Coming directly from the brand, it would feel like empty PR and advertising. If however, the story was told by National Geographic, and we invited key automotive bloggers and journalists to see the testing for themselves, the idea had the potential to pick up momentum all on its own and help Nissan to own the conversation around desert off-roading. Relevancy Most big brands have the budget to pay for reach and media impressions. Few have the bravery to invest in an idea that will earn it. By creating a completely new industry benchmark for automotive desert performance, Nissan managed to own the conversation around off-roading in the Middle East, assert brand leadership and generate media impressions worth over $2.8m. It required a completely different approach, but in partnership with engineers, technical specialists, geologists and National Geographic, we created an industry innovation that worked as a platform to promote the Nissan SUV line-up. Outcome 1. Earned Media • Reached over 450M people with a minor budget • Earned 22m PR Media Impressions in GCC, worth $2.8m paid media 2. Engagement • 12.2 minutes average time spent on www.camelpower.ae (245% higher than Nissan average benchmark) • 14% of visitors clicked through to www.nissan.me • Social post engagement rate of 3.87 (2x Nissan new-model-launch posts) 3. Brand Impact • Those exposed to the campaign were 60% more likely agree that Nissan makes the best off-road SUVs (31ppt increase) and 64% more likely to agree Nissan is an innovative company (28ppt increase) • Nissan Brand Affinity increased +4 points 4. Business: Year-On-Year Sales (ie. vs. 2017) • Patrol increased 97% in March / 26% in April • Patrol Safari increased 60% in March / 99% in April • Navara increased 170% in March / 49% in April • This was achieved despite media spend being 83% down Execution Instead of an advertising campaign, we wanted to own a conversation. So, we starting by working alongside third party engineers, technical experts and geology academics to create a robust formula and conduct rigorous field tests. Then we vetted the entire plan with Emirates Authority for Standardization & Metrology (ESMA). And that was just the due diligence. To promote the concept, we had to explain the science. An 11-minute documentary shot by and aired on National Geographic brought the entire process to life, while we used social media platforms and formats to direct people to www.camelpower.ae, where they could learn more about the unit, the science, and most importantly, the Nissan SUV line-up. Graphic illustrations drew analogies between camels and our SUVs across the website and our showrooms. And finally, following the announcement and film, talks were held at universities to promote the new unit and opportunities for future application. CampaignDescription We introduced Camelpower to the world: the first ever unit to measure automotive performance in the desert. Following the example set by Henry Watt, the inventor of horsepower, we developed our unit around the most effective and efficient desert animal: the camel. Horsepower (hp) was developed with land-based experiments using a horse as a benchmark. Our sand-based experiments used a camel and followed a similar scientific approach, creating a formula and value for Camelpower (dCP). We worked with Nissan engineers, accreditation experts and technical gurus to develop the formula and conduct field tests (accounting for sand friction, time, velocity, weight and inclination). Once a value for 1dCP was established, we measured the dCP value for Nissan’s top desert SUVs. And there we had it. Not only an empirical way to measure the off-road performance of our SUVs, but a metric against which every other car could be measured.
Camelpower
案例简介：概要 越野车是中东的地位象征。然而，该地区的最大区别是 SUV 的价值并不完全由价格来定义。它也需要有能力。沙漠驾驶对许多人来说不是可选的; 在沙漠中航行是日常生活的一部分。爱好者经常带着越野车去沙漠寻找刺激; 在最陡峭的沙丘上炫耀他们的技能和汽车。这种竞争精神蔓延到网络世界，社交媒体平台和论坛上充斥着关于哪些汽车在沙丘上表现最好的辩论。这些争论围绕着两辆汽车 -- 丰田越野车和日产巡逻车。我们想建立日产 SUV 系列，包括纳瓦拉和 Super Safari，作为终极沙漠系列。不过，我们不能只是说出来，所以我们通过创造世界上第一个以所有汽车的沙漠性能为基准的单元来证明这一点。 战略 沙漠中哪辆车最好，这是该地区社交媒体平台和沙丘巴斯论坛上永无止境的辩论。为了结束辩论并正式宣称领导力，我们通过创建一个新的沙漠性能测量单位: Camelpower，证明了日产越野车是该地区最好的沙漠越野车。可信度是一个关键因素。当然，我们必须从头到尾遵循一个严格的科学过程，但是我们如何讲述这个故事也是至关重要的。直接来自品牌，感觉就像空的公关和广告。然而，如果这个故事是由《国家地理》讲述的，我们邀请了主要的汽车博客作者和记者亲自观看测试, 这个想法有可能独自获得动力，并帮助日产拥有围绕沙漠越野的对话。 相关性 大多数大品牌都有预算来支付覆盖面和媒体印象。很少有人有勇气投资一个能赢得它的想法。通过为汽车沙漠性能创造一个全新的行业基准，日产成功地赢得了围绕中东越野的对话，维护了品牌领导地位，并产生了价值超过 2.8 美元的媒体印象。这需要一种完全不同的方法，但我们与工程师、技术专家、地质学家和国家地理合作，创建了一个行业创新，作为推广日产 SUV 系列的平台。 结果 1。赢得媒体获得了超过 450 人的小额预算在 GCC 赢得了 2200 万公关媒体印象，价值 2.8 美元的付费媒体 2。订婚 12.2 分钟平均时间花在 www 上。 camelpower。 ae (比日产平均基准高 245%) • 14% 的游客点击了 www。日产。我 · 社会后参与率 3.87(2x 日产新车型-发布岗位) 3. 品牌影响那些参与活动的人更有可能 60% 同意日产生产最好的越野越野车 (增加了 31ppt) 64% 更有可能同意日产是一家创新公司 (增加 28ppt) 日产品牌亲和力增加 + 4 分 4。业务: 同比销售 (即。对 2017) 4月巡逻在 3 月/97% 增加了 26% 4月巡逻 Safari 在 3 月/60% 增加了 99% 4月 Navara 在 3 月/170% 增加了 49% 尽管媒体支出是 83% 下来 执行 我们不想做广告活动，而是想做一个对话。因此，我们从与第三方工程师、技术专家和地质学者合作开始，创建一个强大的公式并进行严格的现场测试。然后，我们与阿联酋标准化和计量管理局 (ESMA) 一起审查了整个计划。这只是尽职调查。为了推广这个概念，我们必须解释科学。由《国家地理》拍摄并播出的一部 11 分钟的纪录片让整个过程栩栩如生，同时我们使用社交媒体平台和格式引导人们进入 www。 camelpower。 ae，在那里他们可以了解更多关于这个单位、科学，最重要的是，日产 SUV 系列。图形插图在网站和展厅中绘制了骆驼和越野车之间的类比。最后，在公告和电影之后，在大学举行了会谈，以推广新的单位和未来申请的机会。 活动描述 我们向世界介绍了 Camelpower: 有史以来第一个在沙漠中测量汽车性能的单位。按照马力发明者亨利 · 瓦特的例子，我们围绕最有效和最有效的沙漠动物: 骆驼开发了我们的单元。马力 (hp) 是用马作为基准的陆地实验开发的。我们基于沙子的实验使用了骆驼，并遵循了类似的科学方法，为骆驼动力 (dCP) 创造了一个公式和价值。我们与日产工程师、认证专家和技术专家合作，开发配方并进行现场测试 (考虑沙子摩擦、时间、速度、重量和倾斜度)。一旦 1dCP 的值被确定，我们测量了日产顶级沙漠越野车的 dCP 值。我们就在那里。N这不仅是衡量越野车越野性能的经验方法，也是衡量其他每辆车的标准。
Camelpower
案例简介：Synopsis SUVs are status symbols in the Middle East. However, the big difference in the region is that an SUV’s worth isn’t defined purely by price. It also needs to be capable. Desert driving isn’t optional for many; navigating the desert is part of everyday life. Enthusiasts regularly take SUVs to the desert for thrills; to show-off their skills and their cars on the steepest dunes. This competitive spirit spills over into the online world, with social media platforms and forums filled with debates about which cars perform best on the dunes. These debates revolve around two cars in particular –Toyota Land Cruiser and Nissan Patrol. We wanted to establish the Nissan SUV range, including Navara and Super Safari, as the ultimate desert line-up. We couldn’t just say it though, so we proved it by creating the world’s first unit to benchmark desert performance for all cars. Strategy Which car is best in the desert is a never-ending debate on social media platforms and dune-basher forums across the region. To end the debate and officially claim leadership, we proved that Nissan SUVs are the best desert off-roaders in the region by creating a new unit of desert performance measurement: Camelpower. Credibility was a key factor. Sure, we had to follow a strict scientific process from start to finish, but how we told the story was also crucial. Coming directly from the brand, it would feel like empty PR and advertising. If however, the story was told by National Geographic, and we invited key automotive bloggers and journalists to see the testing for themselves, the idea had the potential to pick up momentum all on its own and help Nissan to own the conversation around desert off-roading. Relevancy Most big brands have the budget to pay for reach and media impressions. Few have the bravery to invest in an idea that will earn it. By creating a completely new industry benchmark for automotive desert performance, Nissan managed to own the conversation around off-roading in the Middle East, assert brand leadership and generate media impressions worth over $2.8m. It required a completely different approach, but in partnership with engineers, technical specialists, geologists and National Geographic, we created an industry innovation that worked as a platform to promote the Nissan SUV line-up. Outcome 1. Earned Media • Reached over 450M people with a minor budget • Earned 22m PR Media Impressions in GCC, worth $2.8m paid media 2. Engagement • 12.2 minutes average time spent on www.camelpower.ae (245% higher than Nissan average benchmark) • 14% of visitors clicked through to www.nissan.me • Social post engagement rate of 3.87 (2x Nissan new-model-launch posts) 3. Brand Impact • Those exposed to the campaign were 60% more likely agree that Nissan makes the best off-road SUVs (31ppt increase) and 64% more likely to agree Nissan is an innovative company (28ppt increase) • Nissan Brand Affinity increased +4 points 4. Business: Year-On-Year Sales (ie. vs. 2017) • Patrol increased 97% in March / 26% in April • Patrol Safari increased 60% in March / 99% in April • Navara increased 170% in March / 49% in April • This was achieved despite media spend being 83% down Execution Instead of an advertising campaign, we wanted to own a conversation. So, we starting by working alongside third party engineers, technical experts and geology academics to create a robust formula and conduct rigorous field tests. Then we vetted the entire plan with Emirates Authority for Standardization & Metrology (ESMA). And that was just the due diligence. To promote the concept, we had to explain the science. An 11-minute documentary shot by and aired on National Geographic brought the entire process to life, while we used social media platforms and formats to direct people to www.camelpower.ae, where they could learn more about the unit, the science, and most importantly, the Nissan SUV line-up. Graphic illustrations drew analogies between camels and our SUVs across the website and our showrooms. And finally, following the announcement and film, talks were held at universities to promote the new unit and opportunities for future application. CampaignDescription We introduced Camelpower to the world: the first ever unit to measure automotive performance in the desert. Following the example set by Henry Watt, the inventor of horsepower, we developed our unit around the most effective and efficient desert animal: the camel. Horsepower (hp) was developed with land-based experiments using a horse as a benchmark. Our sand-based experiments used a camel and followed a similar scientific approach, creating a formula and value for Camelpower (dCP). We worked with Nissan engineers, accreditation experts and technical gurus to develop the formula and conduct field tests (accounting for sand friction, time, velocity, weight and inclination). Once a value for 1dCP was established, we measured the dCP value for Nissan’s top desert SUVs. And there we had it. Not only an empirical way to measure the off-road performance of our SUVs, but a metric against which every other car could be measured.
Camelpower
暂无简介
Camelpower
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
