Get More Inspired|短视频,图文|广告营销案例【ADGuider广告指南】

获得更多灵感

案例简介：做出有灵感的选择并不一定很复杂，这要归功于SAQ的灵感。在你上次去SAQ的时候，你有没有最后拿了一瓶城堡，这样就可以了，我想或者我喜欢这个上面的文字？在Cossette创建的新通信平台中，SAQ将焦点转向标签，这幽默地揭示了人们有时选择一瓶而不是另一瓶的真正原因。“老实说，在选择一瓶葡萄酒或烈酒时，我们都可以表现出某些我们不想承认的购买行为。我们假装知识渊博，或者我们允许自己受到吸引人的标签或货架上剩下的瓶子数量的影响 -- 这并不是说有什么问题，”科塞特战略副总裁米歇尔-亚历克斯 · 莱萨尔解释说。但是当我们分享我们的Inspire卡并利用Inspire计划的所有功能时，比如我们的购买历史、品味简介或个性化优惠，我们可以做出更适合我们口味的选择。习惯，缺乏时间，记忆失效-我们都可以在电视，标牌，在线和商店中开玩笑地描绘消费者行为中看到自己。因此，为了促进激励计划的不同方面，综合运动邀请消费者重新思考他们购买酒精的方法，并养成新的习惯。然而，这个平台一点也不说教 -- 相反，它提出了实用、负担得起的方法来充分利用这个项目和店内顾问的建议。

获得更多灵感

案例简介：Making inspired choices doesn’t have to be complex thanks to SAQ Inspire On your last visit to the SAQ, did you end up grabbing a bottle of Château This Will Do The Job, I Guess or OMG I Love The Lettering On This One? In its new communications platform created by Cossette, the SAQ turns the spotlight on labels, which humorously reveal the real reason people sometimes choose one bottle over another. “Let’s be honest, when it comes to selecting a bottle of wine or spirits, we can all exhibit certain purchase behaviours that we don’t want to admit to. We pretend to be knowledgeable, or we allow ourselves to be influenced by attractive labels or by the number of bottles left on the shelf—not that there’s anything wrong with that,” explained Michel-Alex Lessard, Vice-President, Strategy, at Cossette. But when we share our Inspire card and take advantage of all the features of the Inspire program, like our purchase history, taste profile or personalized offers, we can make choices that are better suited to our tastes. Habit, lack of time, memory lapse—we can all see ourselves in the consumer behaviours playfully depicted on television, on signage, online, and in store. So, to promote the different aspects of the Inspire program, the integrated campaign invites consumers to rethink their approach to buying alcohol and to develop new habits. Yet the platform isn’t at all preachy—instead, it suggests practical, affordable ways to get the most out of the program and the recommendations of in-store advisors.