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4320 LA/SYD
案例简介：描述客户的简报: V 澳大利亚需要增加悉尼和洛杉矶之间的销售，但希望避免价格战广告。他们没有在当前市场上竞争份额，而是开始扩大细分市场，吸引新的旅行者进入市场 -- 那些还没有考虑去洛杉矶旅行的人。我们的挑战: 让流浪者与 V 澳大利亚新的 “3 天交易” 坐在一起。最大的障碍是让人们相信洛杉矶实际上在三天内 “有能力”。人们认为它太远、太贵、太硬。 创意执行: 利用推特来推动这场运动，以其他媒体无法做到的方式，利用了目标市场的心态。它是新的，是即时的，它的新鲜度转化为品牌和目的地。一个专门建立的网站 -- 4320la.com -- 容纳了活动元素并捕获了结果。这就是推特直播的地方，展示了 twit 图片、 “Twits” 本身的背景，最重要的是，链接到 V 澳大利亚主页和关于 3 天交易的信息。这些推文也通过广播电台的驾驶时间段每天进行直播和推广。 描述简短/目标的创造性解决方案。 为了让人们接触到洛杉矶，我们决定展示如何在短短三天内体验洛杉矶。我们进行了一次促销活动，利用印刷、在线和广播招募了三名精力充沛、热情的澳大利亚人 -- 愿意飞往洛杉矶 72 小时不间断的行动。他们通过在旅行的每一分钟推特与世界其他地方分享所有的信息 -- 这是 4,320 条推特。理想的结果是驱使人们去网站 -- 不仅预订了 “3 天交易”，还探索了网站和 V 澳大利亚必须提供的东西。 尽可能详细地描述结果。 在三周内，网站记录: 超过 67,000 的访问者超过 55,000 的独特访问者超过 175,000 的页面浏览量网站上的时间: 超过 3 分钟，网站上的 “航班交易” 按钮的点击率不到 50%。这部特技电影成为了该航空公司的机上娱乐、 webisodes 、零售 TVCs 的迷你纪录片，并被有线电视频道 V 拍摄。这笔交易是如此成功，报价又延长了一个月。V 澳大利亚对结果非常满意，一个月后 4320 悉尼成立。
4320 LA/SYD
案例简介：Describe the brief from the client: V Australia needed to increase sales on its route between Sydney and Los Angeles, but wanted to avoid price war advertising. Rather than compete for share within the current market, they set out to grow the segment and attract new travelers to the market – people who weren’t already considering travelling to LA. Our challenge: put bums on seats with V Australia’s new “3 Day Deals”. The biggest obstacle was to convince people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard. Creative Execution: The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, it was immediate, and its freshness translated both to the brand and destination. A purpose built website – 4320la.com – housed the campaign elements and captured results. This was where the tweets fed live, displayed the twit pics, background on the “Twits” themselves, and most importantly, linked to the V Australia homepage and information about the 3 Day Deals. The tweets were also relayed and promoted live each day through the radio station’s drive time segment. Describe the creative solution to the brief/objective. To put LA within people’s reach, we decided to demonstrate how to experience LA in just three days. We ran a promotion, using print, online and radio to recruit three energetic, enthusiastic Aussies - willing to fly to LA for 72 hours of non-stop action. The catch - share all of it with the rest of the world by twittering every minute of their trip - that’s 4,320 tweets. The desired outcome was to drive people to the website – to not only book a “3 Day deal” but explore the site and what V Australia had to offer. Describe the results in as much detail as possible. Over three weeks, the website recorded: • Over 67,000 visitors • Over 55,000 unique visitors • Over 175,000 page views • Time on site: over 3 minutes • Just under 50% click through rate to the “Flight Deals” button on the website. The film of the stunt became a mini documentary for the airline’s inflight entertainment, webisodes, retail TVCs and was taken up by cable Channel V. The take up of the deal was so successful that the offer was extended for an additional month. V Australia was so pleased with the results, 4320Sydney was launched one month later.
4320 LA/SYD
案例简介：描述客户的简报: V 澳大利亚需要增加悉尼和洛杉矶之间的销售，但希望避免价格战广告。他们没有在当前市场上竞争份额，而是开始扩大细分市场，吸引新的旅行者进入市场 -- 那些还没有考虑去洛杉矶旅行的人。我们的挑战: 让流浪者与 V 澳大利亚新的 “3 天交易” 坐在一起。最大的障碍是让人们相信洛杉矶实际上在三天内 “有能力”。人们认为它太远、太贵、太硬。 创意执行: 利用推特来推动这场运动，以其他媒体无法做到的方式，利用了目标市场的心态。它是新的，是即时的，它的新鲜度转化为品牌和目的地。一个专门建立的网站 -- 4320la.com -- 容纳了活动元素并捕获了结果。这就是推特直播的地方，展示了 twit 图片、 “Twits” 本身的背景，最重要的是，链接到 V 澳大利亚主页和关于 3 天交易的信息。这些推文也通过广播电台的驾驶时间段每天进行直播和推广。 描述简短/目标的创造性解决方案。 为了让人们接触到洛杉矶，我们决定展示如何在短短三天内体验洛杉矶。我们进行了一次促销活动，利用印刷、在线和广播招募了三名精力充沛、热情的澳大利亚人 -- 愿意飞往洛杉矶 72 小时不间断的行动。他们通过在旅行的每一分钟推特与世界其他地方分享所有的信息 -- 这是 4,320 条推特。理想的结果是驱使人们去网站 -- 不仅预订了 “3 天交易”，还探索了网站和 V 澳大利亚必须提供的东西。 尽可能详细地描述结果。 在三周内，网站记录: 超过 67,000 的访问者超过 55,000 的独特访问者超过 175,000 的页面浏览量网站上的时间: 超过 3 分钟，网站上的 “航班交易” 按钮的点击率不到 50%。这部特技电影成为了该航空公司的机上娱乐、 webisodes 、零售 TVCs 的迷你纪录片，并被有线电视频道 V 拍摄。这笔交易是如此成功，报价又延长了一个月。V 澳大利亚对结果非常满意，一个月后 4320 悉尼成立。
4320 LA/SYD
案例简介：Describe the brief from the client: V Australia needed to increase sales on its route between Sydney and Los Angeles, but wanted to avoid price war advertising. Rather than compete for share within the current market, they set out to grow the segment and attract new travelers to the market – people who weren’t already considering travelling to LA. Our challenge: put bums on seats with V Australia’s new “3 Day Deals”. The biggest obstacle was to convince people that LA was actually “do-able” in three days. The perception was that it was too far, too expensive and just too hard. Creative Execution: The use of Twitter to fuel the campaign tapped into the mindset of the target market in a way no other medium could. It was new, it was immediate, and its freshness translated both to the brand and destination. A purpose built website – 4320la.com – housed the campaign elements and captured results. This was where the tweets fed live, displayed the twit pics, background on the “Twits” themselves, and most importantly, linked to the V Australia homepage and information about the 3 Day Deals. The tweets were also relayed and promoted live each day through the radio station’s drive time segment. Describe the creative solution to the brief/objective. To put LA within people’s reach, we decided to demonstrate how to experience LA in just three days. We ran a promotion, using print, online and radio to recruit three energetic, enthusiastic Aussies - willing to fly to LA for 72 hours of non-stop action. The catch - share all of it with the rest of the world by twittering every minute of their trip - that’s 4,320 tweets. The desired outcome was to drive people to the website – to not only book a “3 Day deal” but explore the site and what V Australia had to offer. Describe the results in as much detail as possible. Over three weeks, the website recorded: • Over 67,000 visitors • Over 55,000 unique visitors • Over 175,000 page views • Time on site: over 3 minutes • Just under 50% click through rate to the “Flight Deals” button on the website. The film of the stunt became a mini documentary for the airline’s inflight entertainment, webisodes, retail TVCs and was taken up by cable Channel V. The take up of the deal was so successful that the offer was extended for an additional month. V Australia was so pleased with the results, 4320Sydney was launched one month later.
4320 LA/SYD
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4320 LA/SYD
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