Hidden Pizza Restaurant|短视频|广告营销案例【ADGuider广告指南】

隐藏披萨餐厅

案例简介：描述客户的简报: 随着企业比以往任何时候都有更多的广告选择，尤其是在线广告，我们需要让小企业相信，人们仍然在黄页中寻找它们®。创意执行: 隐藏比萨餐厅的观众是澳大利亚成千上万的中小型企业。这个想法向我们的广告商展示了确凿的证据，向客户展示了在黄页中找到生意的机会。(在这种情况下，甚至是完全隐藏的业务。)餐厅关门后，我们通过一个完全整合的活动发布了我们的结果，目标是澳大利亚各地的小企业。信息 -- 把你的广告放在黄页上®并被顾客发现。这通过电视广告、印刷广告、数字显示、电子数据处理、广告和直接邮寄来传达。这是一种全新的方式来理解一个古老的故事，让我们的客户再次关注黄页描述简短/目标的创造性解决方案。我们不想只是展示这个承诺的黄页，我们想证明这一点。所以我们建立了一个完全隐藏的企业 -- 一家比萨店，沿着小巷，穿过卷帘门，沿着电梯，在地下室，只在黄页中透露了它的联系方式。然后，我们通过一个没有品牌的当地信件给任何没有提到黄页的人提供了一个免费的比萨饼。然后我们让社会实验开始。餐馆关门后，我们通过一个完全整合的活动发布了我们的结果，目标是澳大利亚各地的小企业。尽可能详细地描述结果。 8,000 多人通过使用黄页找到了隐藏的披萨餐厅 -- 71%。我们的结果通过完全整合的活动发布。信息 -- 把你的广告放在黄页上，然后被发现。自发布以来，在活动播出的第一周，新业务线索增加了 23.5%。

隐藏披萨餐厅

案例简介：Describe the brief from the client: With businesses having more advertising options than ever before, especially online, we needed to convince small businesses that people still look for them in the Yellow Pages®. Creative Execution: The audience for Hidden Pizza Restaurant is the hundreds of thousands of small to medium businesses throughout Australia. This idea literally demonstrated hard proof to our advertisers, showing customers finding a business in Yellow pages. (Even, in this case, a business that was completely hidden.) After the restaurant closed we released our results through a fully integrated campaign, targeted to small businesses throughout Australia. The message – put your ad in Yellow Pages® and be found by customers. This was communicated through television ads, print advertising, digital display, eDM, advertorials and direct mail. It was a brand new way to get across an old story and make our customers take another look at Yellow pages Describe the creative solution to the brief/objective. We didn’t want to just demonstrate Yellow Pages delivered on this promise, we wanted to prove it. So we built a completely hidden business - a pizza restaurant, down an alleyway, through a roller door, down an elevator, in a basement and only revealed its contact details in the Yellow Pages. We then offered a free pizza through an unbranded local letter drop to anyone who found it without any reference to Yellow Pages. Then we let the social experiment begin. After the restaurant closed we then released our results through a fully integrated campaign, targeting small businesses throughout Australia. Describe the results in as much detail as possible. 8,000+ people found the Hidden Pizza Restaurant – 71% by using Yellow Pages. Our results were released through a fully integrated campaign. The message – put your ad in Yellow Pages and be found. Since the launch, there’s been a 23.5% increase in new business leads in the first week of the campaign being on air.