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        Holy Moly微电影广告营销案例

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        Holy Moly

        案例简介：今天，吉米 · 约翰宣布了 “区域之家” 比赛，这将使一个Jimmy John的superfan在交付区有一个家，这样他们最终可以得到一个怪异的快速和怪异的新鲜三明治。竞赛和全国运动，与机构WorkInProgress合作创建，紧接着该公司承诺只在五分钟内交付每家商店 -- “三明治交付区” -- 以最大限度地提高新鲜度。 吉米 · 约翰的粉丝如果住在全国 2,800 多个三明治配送区之外，将有资格参加 “区域之家” 比赛。获胜者将根据书面记录被选中，将赢得高达 250,000 美元的奖金，用于在获胜者选择的吉米 · 约翰交付区购买一套新房子。比赛将于 2019 年 8 月 12 日至 10 月 4 日举行。 首席营销官约翰 · 谢伊说: “在吉米 · 约翰家，我们致力于怪异的快速和怪异的新鲜。”。“虽然这意味着我们不能向住在我们送货区之外的顾客提供三明治，但我们可以向顾客提供三明治。” 今年 2 月，Jimmy John 's是第一家宣布永远不会授权Uber Eats、DoorDash和Grubhub等第三方聚合器提供三明治的连锁店，由于这些服务不符合Jimmy John的高效，可靠和经济实惠的交付标准。尽管价值 130亿美元的第三方食品配送市场正在增长，35% 的顾客表示他们在配送方面遇到了问题，76% 的顾客认为餐厅对这些错误负有部分责任。 谢伊说: “我们一直比任何其他送货服务更快、更新鲜、更有价值。”。“我们的家参加了区域竞赛，我们期待着奖励我们的一位客户有机会进入交付区，这样他们就可以体验吉米 · 约翰提供的服务。我们致力于证明我们是世界上最有激情的三明治公司。" “区域中的家” 竞赛得到了一项全国性广告活动的支持，该活动展示了吉米 · 约翰的粉丝们为了得到一个珍贵的三明治将会竭尽全力。在其中一个广告中，吉米 · 约翰的送货员骑着自行车来到一所带有白色栅栏的房子，向一对相当紧张的夫妇下达订单。在妻子抢走袋子后不久，房子的正面就会平放-这只是一个门面，所以这个家庭可以有资格在该区域内交付。“吉米 · 约翰的商店只在五分钟内送货上门，以最大限度地提高新鲜度，” 一位叙述者指出。“这很好，除非你住在离吉米 · 约翰不到五分钟的地方。” 他接着宣布吉米 · 约翰正在吉米 · 约翰的送货区给某人买房子，以及如何参加比赛。另外两次处决显示，激动的家庭搬进了他们的新家，提供了更多的比赛细节，并引导观众阅读广告的细则，同时向他们保证这笔房屋交易是合法的。为什么？“因为三明治。” “吉米 · 约翰宁愿给某人买栋房子，也不愿给他们送一个不新鲜的三明治，” WIP的合伙人创意马特 · 塔尔博特说。“如果这不是对快速怪异和新鲜怪异的承诺，我不知道是什么。” 这项活动得到了从 8 月 19 日开始的国家媒体计划的支持，该计划包括在 30 多个电视网络和有线频道 (ABC，CBS，NBC，FX，a & E，TBS，bravo，Food，ESPN) 以及社交和数字网站，包括: Facebook，Instagram，YouTube，和葫芦。 对于已经住在送货区的客户，Jimmy John 's还将举办抽奖活动，五位获奖者将获得一年的免费三明治和免费送货服务。

        Holy Moly

        案例简介：Today, Jimmy John’s announced the “Home in the Zone” Contest, which will give one Jimmy John’s superfan a home in a delivery zone so they can finally get a Freaky Fast and Freaky Fresh sandwich delivered. The Contest and national campaign, created in partnership with agency WorkInProgress, come on the heels of the company’s commitment to only deliver within five minutes of each of its stores—the “Sandwich Delivery Zone”—in order to maximize freshness. Jimmy John’s fans who live outside any of its 2,800+ Sandwich Delivery Zones across the country will be eligible to enter the “Home in the Zone” Contest. The winner, who will be selected based on a written entry, will win up to $250,000 towards the purchase of a new home inside a Jimmy John’s Delivery Zone of the winner’s choice. The Contest will run from August 12th through October 4th, 2019. “At Jimmy John’s, we’re committed to Freaky Fast and Freaky Fresh,” said Chief Marketing Officer, John Shea. “While that means we can’t deliver sandwiches to our customers who live outside of our Delivery Zones, we can deliver our customers to our sandwiches.” In February, Jimmy John’s was the first chain to declare that it would never authorize third-party aggregators such as Uber Eats, DoorDash, and Grubhub to deliver its sandwiches, since those services don’t meet Jimmy John’s high standards for efficient, reliable, and affordable delivery. While the $13 billion third-party food-delivery market is growing, 35% of customers say they have experienced a problem with deliveries, and 76% hold the restaurant partially responsible for those errors. “We’re consistently faster, fresher, and a better value than any other delivery service,” said Shea. “With our Home in the Zone Contest, we’re looking forward to rewarding one of our customers with the opportunity to move into a Delivery Zone so they can experience the service that Jimmy John’s offers. We’re dedicated to proving that we’re the most passionate sandwich company in the world.” The “Home in the Zone” Contest is supported by a national advertising campaign, which shows the great lengths Jimmy John’s fans will go to in order to get their hands on a prized sandwich. In one of the ads, a Jimmy John’s delivery person bikes up to a house with a white picket fence to hand-off an order to a rather nervous-looking couple. Shortly after the wife snatches the bag, the front of the house falls flat—it’s merely a façade so the family can qualify for delivery within the zone. “Jimmy John’s only delivers within five minutes of their stores to maximize freshness,” a narrator notes. “Which is great, unless you don’t live within five minutes of a Jimmy John’s.” He goes on to announce that Jimmy John’s is buying someone a house in a Jimmy John’s delivery zone, and how to enter the contest. Two additional executions show the excited family moving into their new home, provide more contest details, and direct viewers to read the commercial’s fine print, while assuring them this house deal is legit. Why? “Because sandwich.” “Jimmy John’s would rather buy someone a house than deliver them a not-fresh sandwich,” said Partner_Creative at WIP, Matt Talbot. “If that isn’t a commitment to being Freaky Fast and Freaky Fresh, I don’t know what is.” The campaign is backed by a national media plan beginning on August 19th that includes buys on more than 30 TV networks and cable channels (ABC, CBS, NBC, FX, A&E, TBS, Bravo, Food, ESPN) along with social and digital sites, including: Facebook, Instagram, YouTube, and Hulu. For customers who already live inside a Delivery Zone, Jimmy John’s will also be running a Sweepstakes where five winners will receive free sandwiches and free delivery for one year.

        Holy Moly

        案例简介：今天，吉米 · 约翰宣布了 “区域之家” 比赛，这将使一个Jimmy John的superfan在交付区有一个家，这样他们最终可以得到一个怪异的快速和怪异的新鲜三明治。竞赛和全国运动，与机构WorkInProgress合作创建，紧接着该公司承诺只在五分钟内交付每家商店 -- “三明治交付区” -- 以最大限度地提高新鲜度。 吉米 · 约翰的粉丝如果住在全国 2,800 多个三明治配送区之外，将有资格参加 “区域之家” 比赛。获胜者将根据书面记录被选中，将赢得高达 250,000 美元的奖金，用于在获胜者选择的吉米 · 约翰交付区购买一套新房子。比赛将于 2019 年 8 月 12 日至 10 月 4 日举行。 首席营销官约翰 · 谢伊说: “在吉米 · 约翰家，我们致力于怪异的快速和怪异的新鲜。”。“虽然这意味着我们不能向住在我们送货区之外的顾客提供三明治，但我们可以向顾客提供三明治。” 今年 2 月，Jimmy John 's是第一家宣布永远不会授权Uber Eats、DoorDash和Grubhub等第三方聚合器提供三明治的连锁店，由于这些服务不符合Jimmy John的高效，可靠和经济实惠的交付标准。尽管价值 130亿美元的第三方食品配送市场正在增长，35% 的顾客表示他们在配送方面遇到了问题，76% 的顾客认为餐厅对这些错误负有部分责任。 谢伊说: “我们一直比任何其他送货服务更快、更新鲜、更有价值。”。“我们的家参加了区域竞赛，我们期待着奖励我们的一位客户有机会进入交付区，这样他们就可以体验吉米 · 约翰提供的服务。我们致力于证明我们是世界上最有激情的三明治公司。" “区域中的家” 竞赛得到了一项全国性广告活动的支持，该活动展示了吉米 · 约翰的粉丝们为了得到一个珍贵的三明治将会竭尽全力。在其中一个广告中，吉米 · 约翰的送货员骑着自行车来到一所带有白色栅栏的房子，向一对相当紧张的夫妇下达订单。在妻子抢走袋子后不久，房子的正面就会平放-这只是一个门面，所以这个家庭可以有资格在该区域内交付。“吉米 · 约翰的商店只在五分钟内送货上门，以最大限度地提高新鲜度，” 一位叙述者指出。“这很好，除非你住在离吉米 · 约翰不到五分钟的地方。” 他接着宣布吉米 · 约翰正在吉米 · 约翰的送货区给某人买房子，以及如何参加比赛。另外两次处决显示，激动的家庭搬进了他们的新家，提供了更多的比赛细节，并引导观众阅读广告的细则，同时向他们保证这笔房屋交易是合法的。为什么？“因为三明治。” “吉米 · 约翰宁愿给某人买栋房子，也不愿给他们送一个不新鲜的三明治，” WIP的合伙人创意马特 · 塔尔博特说。“如果这不是对快速怪异和新鲜怪异的承诺，我不知道是什么。” 这项活动得到了从 8 月 19 日开始的国家媒体计划的支持，该计划包括在 30 多个电视网络和有线频道 (ABC，CBS，NBC，FX，a & E，TBS，bravo，Food，ESPN) 以及社交和数字网站，包括: Facebook，Instagram，YouTube，和葫芦。 对于已经住在送货区的客户，Jimmy John 's还将举办抽奖活动，五位获奖者将获得一年的免费三明治和免费送货服务。

        Holy Moly

        案例简介：Today, Jimmy John’s announced the “Home in the Zone” Contest, which will give one Jimmy John’s superfan a home in a delivery zone so they can finally get a Freaky Fast and Freaky Fresh sandwich delivered. The Contest and national campaign, created in partnership with agency WorkInProgress, come on the heels of the company’s commitment to only deliver within five minutes of each of its stores—the “Sandwich Delivery Zone”—in order to maximize freshness. Jimmy John’s fans who live outside any of its 2,800+ Sandwich Delivery Zones across the country will be eligible to enter the “Home in the Zone” Contest. The winner, who will be selected based on a written entry, will win up to $250,000 towards the purchase of a new home inside a Jimmy John’s Delivery Zone of the winner’s choice. The Contest will run from August 12th through October 4th, 2019. “At Jimmy John’s, we’re committed to Freaky Fast and Freaky Fresh,” said Chief Marketing Officer, John Shea. “While that means we can’t deliver sandwiches to our customers who live outside of our Delivery Zones, we can deliver our customers to our sandwiches.” In February, Jimmy John’s was the first chain to declare that it would never authorize third-party aggregators such as Uber Eats, DoorDash, and Grubhub to deliver its sandwiches, since those services don’t meet Jimmy John’s high standards for efficient, reliable, and affordable delivery. While the $13 billion third-party food-delivery market is growing, 35% of customers say they have experienced a problem with deliveries, and 76% hold the restaurant partially responsible for those errors. “We’re consistently faster, fresher, and a better value than any other delivery service,” said Shea. “With our Home in the Zone Contest, we’re looking forward to rewarding one of our customers with the opportunity to move into a Delivery Zone so they can experience the service that Jimmy John’s offers. We’re dedicated to proving that we’re the most passionate sandwich company in the world.” The “Home in the Zone” Contest is supported by a national advertising campaign, which shows the great lengths Jimmy John’s fans will go to in order to get their hands on a prized sandwich. In one of the ads, a Jimmy John’s delivery person bikes up to a house with a white picket fence to hand-off an order to a rather nervous-looking couple. Shortly after the wife snatches the bag, the front of the house falls flat—it’s merely a façade so the family can qualify for delivery within the zone. “Jimmy John’s only delivers within five minutes of their stores to maximize freshness,” a narrator notes. “Which is great, unless you don’t live within five minutes of a Jimmy John’s.” He goes on to announce that Jimmy John’s is buying someone a house in a Jimmy John’s delivery zone, and how to enter the contest. Two additional executions show the excited family moving into their new home, provide more contest details, and direct viewers to read the commercial’s fine print, while assuring them this house deal is legit. Why? “Because sandwich.” “Jimmy John’s would rather buy someone a house than deliver them a not-fresh sandwich,” said Partner_Creative at WIP, Matt Talbot. “If that isn’t a commitment to being Freaky Fast and Freaky Fresh, I don’t know what is.” The campaign is backed by a national media plan beginning on August 19th that includes buys on more than 30 TV networks and cable channels (ABC, CBS, NBC, FX, A&E, TBS, Bravo, Food, ESPN) along with social and digital sites, including: Facebook, Instagram, YouTube, and Hulu. For customers who already live inside a Delivery Zone, Jimmy John’s will also be running a Sweepstakes where five winners will receive free sandwiches and free delivery for one year.

        Holy Moly

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        Holy Moly

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