40 years BNP Paribas - Roland Garros / We were there|短视频|广告营销案例【ADGuider广告指南】

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40 年法国巴黎银行-罗兰加洛斯/我们在那里

案例简介：描述活动/条目: 品牌娱乐在法国受到 CSA 的严格监管，这使得品牌很难与创建的内容明确联系起来。然而，在过去的两年里，品牌一直致力于制作吸引消费者真正兴趣的内容。“我们在那里” 被法国电视视为试点品牌娱乐活动。结果: 法国巴黎银行和法国网球协会在过去 40 场法国公开赛上制作了一部独一无二的网络纪录片，展示了该品牌的历史价值，以此庆祝法国巴黎银行和法国网球协会 40 年的合作: 慷慨和忠诚。从球员到观众，裁判到球童，官员，医生，名人，“我们在那里” 捕捉了所有参加罗兰-加洛斯球场的人的记忆，故事和轶事, 看台，或者在电视机前。我们收集了球员、前球员、裁判、球童、管家、医生、教练、记者、观众和听众的证词，制作了数百篇由他们自己的主角讲述的未出版的故事, 一些知名的，其他从未听说过。故事的视频被嵌入到法国公开赛体育场的数字 3D 展示中，可以在 wearetennis.com 上找到。人们能够在罗兰-加洛斯导航并浏览所有视频。越多的人会为平台贡献他们的记忆，他们就越有机会赢得我们提供的 15 个梦想中的一个。所有的梦想都是一生一次的经历，金钱买不到: 把奖杯带给锦标赛冠军，在中央球场为决赛进行投掷, 成为官方的锦标赛摄影师，进行锦标赛抽签,等等。这场运动开始于一个戏弄的阶段，要求网球球迷张贴他们对锦标赛的无尽记忆，然后是我们宣传梦想的第二阶段。 “我们在那里” 是一个典型的 360 活动: 印刷、数字、户外和国家电视支持导致了 wearetennis.com，如果用户可以浏览内容，它会被重定向到一个在线平台。法国巴黎银行的 2500 家分支机构为该活动做广告，最著名的办公室完全覆盖了该活动的主要视觉效果。的条目法国公开赛体育场还展示了这场运动的主要艺术品，每天向观众分发的免费报纸也在其封底刊登了印刷广告。体育场主屏幕播放了竞选活动中最好的视频。法国网球公开赛是网球最受期待的赛事之一。与这是法国最大的体育展览之一，94% 的知名度和 3.95 的平均收视率。“我们在那里” 导致了 149 个短片的制作，其中 20 个在国家电视台播出。在线视频被流式传输了 700 次，600 用户访问了专门的竞选网站，法国巴黎银行的 “网球是” 的 Facebook 粉丝数量增加了 20%。这也导致超过 100 名法国巴黎银行客户在锦标赛期间与银行经理预约，有机会在网球比赛期间在体育场举行会议。63% 的法国人记得曾接触过这场运动。

40 年法国巴黎银行-罗兰加洛斯/我们在那里

案例简介：Describe the campaign/entry: Branded Entertainment is strictly regulated in France by CSA (Conseil Supérieur de l’Audiovisuel), which makes it particularly difficult for a brand to be clearly associated with the created content. However, for the past two years, brands have been gearing towards the production of content that draws genuine interest from the consumers. 'We Were There' was considered by France Televisions as a pilot branded entertainment campaign. Results: 'We Were There' celebrated 40 years of partnership between BNP Paribas and French tennis by creating a one-of-a-kind web documentary on the last 40 French Opens and demonstrating the brand's historic values: generosity and loyalty. From players to spectators, referees to ball boys, officials, doctors, celebrities, 'We Were There' captures all the memories, stories and anecdotes from whoever attended Roland-Garros, on the court, the stands, or in front of the TV. We collected testimonies of players, former players, referees, ball boys, stewards, doctors, coaches, journalists, spectators, viewers and listeners to produce hundreds of unpublished stories told by their own protagonists, some well-known, others never heard before. Videos of the stories were embedded onto a digital 3D representation of the French Open stadium, available on wearetennis.com. People were able to navigate in Roland-Garros and browse through all the videos. The more people would contribute to the platform posting their memories, the more they would increase their chance to win one of the 15 dreams that we made available. All of the dreams are a once-in-a-lifetime experience, that money can't buy: bring the trophy to the tournament winner, perform the toss for the final on the central court, be the official tournament photographer, perform the tournament draw, etc. The campaign started with a teasing phase enjoining tennis fans to post their untold memories of the tournament, followed by a second phase where we advertised the dreams. 'We Were There' was a typical 360° campaign: print, digital, outdoor and national TV support led to wearetennis.com, which redirected to an online platform were users could browse through the content. BNP Paribas's 2500 branches advertised the campaign, with the most prominent offices being fully covered with the campaign's key visuals. The entry of the stadium of the French Open also displayed main artworks from the campaign, with the free newspaper distributed to spectators every day of the tournament also featuring the print ad on its back cover. The stadium main screen broadcast the best videos from the campaign. The French Open is one of the most anticipated events in tennis. With 94% awareness and 3.95m of average viewership throughout the tournament, it’s one of the biggest sport exhibitions in France. 'We Were There' resulted in the production of 149 short videos, 20 from which were broadcast on national television. Online videos were streamed 700K times, 600K users visited the dedicated campaign website and BNP Paribas’s 'We Are Tennis' saw a 20% increase of its Facebook fan base. It also led to over 100K BNP Paribas clients setting an appointment with their bank manager during the tournament period, with the chance of having their meeting moved in the stadium during a tennis game. 63% of the French population remembered being exposed to the campaign.