This Calls For A Cocktail|海报/平面|广告营销案例【ADGuider广告指南】

这需要一杯鸡尾酒

案例简介：简要解释 Schweppes 搅拌器正面临身份危机。每个人都知道他们是制作鸡尾酒的首选，但是鸡尾酒是为特殊场合准备的，特殊场合很少。我们的目标是从顾客手中拿走日常啤酒和葡萄酒，并在里面放一杯 Schweppes mixers 鸡尾酒。为了做到这一点，我们需要每天创造 “特殊的任务”。即使他们一点也不 “特别”。我们这次呼吁鸡尾酒促销的目的是利用混合媒体，在 60 天内尽可能多地创造新的鸡尾酒和鸡尾酒会。它们必须是相关的和热门的，并且澄清鸡尾酒的概念只适用于特殊场合。客户简报或目标我们的观众只看到鸡尾酒，因此我们的 Schweppes mixers 是为了一个特殊的场合而保存的东西。我们开始扭转这一观念，在 60 天内每天给人们提供 Schweppes 鸡尾酒食谱和场合，并向他们证明任何场合都是鸡尾酒的最佳场合。结果请参见机密部分。相关性所以我们需要扭转典型的鸡尾酒会。*我们给了自己 60 天时间。那是 60 天，我们可以创造尽可能多的特殊场合，为这些活动定制 Schweppes 鸡尾酒，所有这些都与制造新闻的事情有关。*我们分成三个团队 -- 代理 (关注新闻和事件，创造场合和鸡尾酒) 调酒师 (使用 Schweppes 鸡尾酒为我们制作饮料) 和媒体(使用他们找到的最好的渠道让我们的广告在那天上市)。 * 任何鸡尾酒或场合都不会超过 48 小时。 * 当天所有鸡尾酒食谱都可以在 Schweppes 网站上找到。我们在活动中做出的唯一调整是在 Schweppes 赞助的活动中进行固定媒体投放。机密信息 Schweppes 'This 呼吁一只猫跑 60 天。在那段时间里，超过 400 次执行被派往各种媒体渠道。有 57,000 个粉丝制作的鸡尾酒创造了 710 万个组合配方视图。46% 的正面品牌感知提升了 22% 的销售额增长。

这需要一杯鸡尾酒

案例简介：Brief Explanation Schweppes mixers were having an identity crisis. Everyone know that they are the go-to mixer for creating cocktails, but cocktails are for special occasions and special occasions are few and far between. Our aim was to take the everyday beer and wine out of our customers hands and put a Schweppes mixers cocktail in it. And to do this we needed to create 'special occasions' every day. Even if they weren't that 'special' at all.Our aim of our This Calls For A Cocktail promotion was to create as many new cocktail and cocktail occasions in 60 days as we could, using a mix of media. They had to be relevant and topical, and demystify the notion of cocktail are only for special occasions. Client Brief Or Objective Our audience only see cocktails and therefore our Schweppes mixers as something to be saved for a special occasion. We set out to turn that notion on its head by creating buzz around giving people Schweppes cocktail recipes and occasions every day for 60 days and prove to them any occasion is the perfect occasion for a cocktail. Outcome Please see confidential section. Relevancy So we needed to turn the typical cocktail occasion on its head. * We gave ourselves 60 days. That was 60 days to create as many special occasions as we could, create bespoke Schweppes cocktails for those event, all tied into things that were making the news as it happened. * We split into three teams - agency (to stay on top of news and events and create occasions and cocktails) Mixologists (to create the drinks for us using Schweppes cocktails) then Media (to use the best channel they find to get our ads to market that day).* No cocktail or occasion would be up for more than 48 hours.* All cocktail recipes were available that day on the Schweppes website.The only adaptions we made in the campaign were for fixed media placements at Schweppes sponsored events. Confidential Information Schweppes 'This Calls For A Cocktail' ran for 60 days. In that time over 400 executions were dispatched into various media channels.There were 57,000 fan-made cocktails created.7.1 million combined recipe views.46% uplift in positive brand perception22% increase in sales.