Choose the Moustache|微电影|广告营销案例【ADGuider广告指南】

选择小胡子

案例简介：为什么这项工作与公关相关？与人才的伙伴关系是品牌为了获得公关的一件平常的事情。去年圣诞节，Pescanova 不仅加入了这种交流方式，而且以一种前所未有的方式做到了这一点: 使用 Vicente del Bosque 最显着的方面来谈论他们产品最显着的方面，Rodolfos。总而言之，我们取得了比预期更好的结果，甚至使用这样的名人。我们接触了许多不同的受众，从我们的核心目标人群到年轻消费者，不仅让互联网，而且让整个国家都在谈论我们的品牌，简单地说背景对虾是西班牙每份圣诞晚餐的庆祝主食。他们在圣诞节期间的消费增加了 200%。对私人标签产生积极影响的增长，而不是 Pescanova。圣诞节期间，消费者去鱼贩那里，而不是超市。他们需要鱼贩的建议，因为他们不知道如何从坏虾中识别好虾。 Pescanova 想教西班牙人如何识别他们最优质的对虾，但总是承诺: “让我们保持新鲜”。这一有趣的课程不仅需要臭名昭著，易于学习，还需要到处谈论。一个可以让人们正确选择的标签，而不仅仅是接受鱼贩选择私人标签的建议。他们选择质量的关键很容易。如果他们有小胡子，他们是 “Rodolfos”，最优质的 Pescanova 虾。胡子完好无损的对虾意味着这些对虾已经被小心地处理和治疗。描述创意 (20% 的选票) 小胡子有所不同。为了证明这一不容置疑的事实，我们决定剃掉西班牙最著名的小胡子: 维森特 · 德尔 · 博斯克。这位著名的西班牙国家足球教练带领西班牙赢得了世界杯，45 年来一直没有他的标志性形象。当他失去小胡子时，它像病毒一样传播开来。每个人都可以理解，没有小胡子，文森特就不是博斯克。最棒的是，他们吸取了教训: 没有小胡子，对虾就不是鲁道夫。描述公关策略 (30% 的选票) 我们的目标受众是不知道如何选择杰出对虾的家庭主妇。他们需要建议、教育和知识来在圣诞节期间做出一个好的选择。这项活动显然需要一种容易被消费者识别的元素，以便将 Rodolfos 与白色标签品牌的对虾区分开来。一种元素只存在于 Pescanova 最好质量的大虾中: 它们的小胡子。发现小胡子的重要性是关键，也是创造性的肥沃。一种教育消费者对虾质量的新方法，可以产生一种有趣、有趣和贴近大众的产品活动。描述 PR 执行 (20% 的选票) 维森特 · 德尔 · 博斯克批准了我国历史上最危险的提议之一，这让我们思考得更大。我们决定不仅给他刮胡子，而且让这个想法更加臭名昭著，在西班牙引起最大可能的轰动。制造炒作，刺激人们谈论文森特为什么会做这样的事。剃光胡子的维森特首次出现在著名的男性健康颁奖典礼上，让每个人都大吃一惊。媒体和口碑一起推动了这场运动，互联网立刻变得疯狂。成千上万的理论开始嗡嗡作响两天。没有人有一个真正的答案，直到真相出现在一部电视电影中，我们在那里透露 Pescanova 是外表的急剧变化的背后。我们还创建了一些可抓取的内容来完成这项活动，使互联网谈论它的时间比预期的要长。列出结果 (30% 的选票) 您必须至少包括以下两层: 自从这场运动第一次播出以来，互联网就变得疯狂，引起了比预期更高的轰动。疯狂的理论、模因和大量的内容使该活动获得了超过 1.38亿的印象和超过 320万欧元的收入媒体。但巴斯不仅仅是这样。我们需要推动销售，我们做到了。Pescanova 的销售额增长了 19%，使他们的市场份额翻了两番。吸取的教训; 消费者能够选择，他们选择了鲁道夫。它成为 Pescanova 历史上最成功的活动，也是圣诞节期间浏览量最大的广告之一，浏览量超过 1200万次。

选择小胡子

案例简介：Why is this work relevant for PR? Partnerships with talents are a common thing in brands in order to get PR.And last Christmas, Pescanova not only joined that way of communicating but did it in a way no one had ever done before: using the most remarkable aspect of Vicente del Bosque to talk about the most remarkable aspect of their product, the Rodolfos. To sum up, we achieved results better than expected, even using such a celebrity. We reached many different audiences, from our core target demographic to young consumers, and made not only the Internet, but a whole country talk about our brand, simply by Background Prawns are a celebratory staple of every Christmas dinner in Spain. Their consumption during Christmas increases by 200%. An increase that positively impacts private labels, not Pescanova. During Christmas, consumers go to the Fishmongers rather than the supermarket. They need the fishmonger’s advice, as they don’t know how to identify a good prawn from a bad one. Pescanova wanted to teach Spaniards how to identify their best quality prawns, but always under the promise: “Let’s keep it fresh”. This entertaining and fun lesson needed not only to be notorious and easy to learn but talked about everywhere. One which would make people choose correctly, without simply taking the fishmonger’s advice of choosing a private label. They key for choosing quality was easy. If they had moustaches, they were “Rodolfos”, the best quality prawns of Pescanova. Prawns with their moustache intact meant these prawns had been handled and treated with care. Describe the creative idea (20% of vote) Moustaches make a difference. To prove this unquestionable truth, we decided to shave Spain’s most famous moustache: Vicente del Bosque’s. The famous Spanish National Football Coach, who led Spain to win a World Cup, hasn’t been without his signature look for over 45 years. When he lost his moustache, it went viral. Everyone could appreciate that without the moustache, Vicente is not Del Bosque. And the best part of it, they learned the lesson: without the moustache, a prawn is not a Rodolfo. Describe the PR strategy (30% of vote) Our target audience was homemakers who had no clue how to choose an outstanding prawn. They needed advice, education and knowledge to make a good choice during Christmas. This campaign clearly needed an element, easily identifiable by consumers in order to distinguish the Rodolfos from the white-label branded prawns. An element only present in Pescanova’s best quality prawns: their moustache. Discovering the importance of the moustache was key, and also creatively fertile. A fresh way to educate consumers about the quality of the prawns that could give birth to an entertaining, fun and close-to-the-people product campaign. Describe the PR execution (20% of vote) Having Vicente del Bosque’s approval of one of the riskiest proposals in our country’s history made us think bigger. We decided not only to shave him, but to make the idea even more notorious, generating the maximum possible buzz all over Spain. Creating hype, spurring conversations of why the hell Vicente would do such a thing. A clean-shaven Vicente first appeared in the prestigious Men’s Health Awards Ceremony, catching everyone by surprise. The media, alongside word-of-mouth pushed the campaign and immediately, the Internet went crazy. Thousands of theories started buzzing around for two days. No one had a real answer until the truth came out in a TV film, where we revealed Pescanova was behind the drastic change of appearance. We also created some snackable content to complete the campaign, making the Internet talk about it longer than expected. List the results (30% of vote) must include at least two of the following tiers: Since the very first moment the campaign was on air, the Internet flipped out and generated a buzz way higher than expected. Crazy theories, memes and tons of content made the campaign achieve more than 138 million impressions and more than €3.2 million in earned media. But buzz was not only it. We needed to drive sales, and we did. Pescanova’s sales increased by 19%, quadrupling their market share. Lesson learned; consumers were capable of choosing, and they chose Rodolfos. It became the most successful campaign in Pescanova’s history, and one of the most viewed ads during Christmas with over 12 million views.