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看我们如何滚动
案例简介：BarrettSF 推出了第一个客户成本加世界市场营销活动。这项工作将贯穿 9月初。 “小空间” 是一种多媒体运动，利用印刷，户外，包括游击战术、数字视频、数字显示、互动移动设备, 店内抵押品和直接邮寄展示成本加上世界市场时尚、实惠、多用途家具的目标受众从 20 多岁的城市居民搬进他们的第一套公寓，到 mid-50s 正在裁员的空巢老人。 在视频中，电视设计专家和受欢迎的系列 “康复瘾君子” 的主持人妮可 · 柯蒂斯帮助人们用成本更高的世界市场家具改造他们的小空间。在其中一个例子中，一名妇女在她的地板上铺上地毯，柯蒂斯突然出现 -- 没有给出任何解释 -- 来揭示一张盖着盖子的咖啡桌如何能成为小空间的两倍。另一段视频显示，她在滚动条手推车上穿过房间，当房间需要转换成舞池时，可以把它塞进角落。 BarrettSF 创意总监托德 · 艾斯纳说: “大多数零售商认为小的生活空间是需要解决的问题。”。“我们认为它们是通过策划和创造一个独特的家来展示你个性的机会。所以，我们决定直截了当地对个人说话。" 对于户外和平面广告，barrettSF 的创意团队开发了 30 个独特的 “故事”，根据它们出现的市场，包括旧金山、芝加哥或西雅图，有 90 种不同的变化。每个故事都和一个真实的人说话，并暗示他们在独特的空间中需要的小空间项目。样本副本: “黛比 · 巴特勒在离克莱门特街现场音乐酒吧一个街区的公寓里，这个座位应该在你的客厅里。 “产品被展示出来，副本解释了是什么让它对黛比来说特别和完美。广告标有 “我们知道你的小空间”。" 为了展示小的会产生多大的影响，这场运动包括了一些独特的处决，从芝加哥的公共汽车收容所，屋顶上有一个设备齐全的客厅, 一份 40 页的高度为 2英寸的目录。
看我们如何滚动
案例简介：barrettSF is launching its first marketing campaign for client Cost Plus World Market. The work will run through the beginning of September. “Small Spaces” is a multimedia campaign that utilizes print, out-of-home including guerilla tactics, digital video, digital display, interactive mobile units, in-store collateral and direct mail to showcase Cost Plus World Market’s stylish, affordable, multipurpose furniture to a target audience ranging from urban dwellers in their 20s moving into their first apartments to empty nesters in their mid-50s who are downsizing. In the videos, TV design expert and host of the popular series “Rehab Addict”, Nicole Curtis, helps people transform their small space with Cost Plus World Market furniture. In one, a woman rolls out a carpet on her floor and Curtis pops out—no explanation given—to reveal how a lidded coffee table can double as small space storage. Another video has her wheeling through rooms on a rolling bar cart, which can be tucked into a corner when the room needs to be converted into a dance floor. "Most retailers see small living spaces as problems that need to be solved," said Todd Eisner, creative director at barrettSF. "We see them as an opportunity to show off your individuality by curating and creating a unique home. So, we decided to speak, quite literally, to individuals." For OOH and print ads, barrettSF’s creative team developed 30 unique “stories” with 90 different variations based on the market where they appear, including San Francisco, Chicago or Seattle. Each story speaks to a real person, and suggests the small space item that they need in their unique space. Sample copy: “Debbie Butler in the apartment a block from the live music bar on Clement St., this seat should be in your living room.” The product is shown, and copy explains what makes it special and perfect for Debbie. Ads tag with “We know your small space.” To show how small can have a big impact, the campaign includes a number of unique executions, from a Chicago bus shelter with a fully-furnished living room on its roof, to a 40-page catalogue that measures two inches in height.
Watch How We Roll
案例简介：BarrettSF 推出了第一个客户成本加世界市场营销活动。这项工作将贯穿 9月初。 “小空间” 是一种多媒体运动，利用印刷，户外，包括游击战术、数字视频、数字显示、互动移动设备, 店内抵押品和直接邮寄展示成本加上世界市场时尚、实惠、多用途家具的目标受众从 20 多岁的城市居民搬进他们的第一套公寓，到 mid-50s 正在裁员的空巢老人。 在视频中，电视设计专家和受欢迎的系列 “康复瘾君子” 的主持人妮可 · 柯蒂斯帮助人们用成本更高的世界市场家具改造他们的小空间。在其中一个例子中，一名妇女在她的地板上铺上地毯，柯蒂斯突然出现 -- 没有给出任何解释 -- 来揭示一张盖着盖子的咖啡桌如何能成为小空间的两倍。另一段视频显示，她在滚动条手推车上穿过房间，当房间需要转换成舞池时，可以把它塞进角落。 BarrettSF 创意总监托德 · 艾斯纳说: “大多数零售商认为小的生活空间是需要解决的问题。”。“我们认为它们是通过策划和创造一个独特的家来展示你个性的机会。所以，我们决定直截了当地对个人说话。" 对于户外和平面广告，barrettSF 的创意团队开发了 30 个独特的 “故事”，根据它们出现的市场，包括旧金山、芝加哥或西雅图，有 90 种不同的变化。每个故事都和一个真实的人说话，并暗示他们在独特的空间中需要的小空间项目。样本副本: “黛比 · 巴特勒在离克莱门特街现场音乐酒吧一个街区的公寓里，这个座位应该在你的客厅里。 “产品被展示出来，副本解释了是什么让它对黛比来说特别和完美。广告标有 “我们知道你的小空间”。" 为了展示小的会产生多大的影响，这场运动包括了一些独特的处决，从芝加哥的公共汽车收容所，屋顶上有一个设备齐全的客厅, 一份 40 页的高度为 2英寸的目录。
Watch How We Roll
案例简介：barrettSF is launching its first marketing campaign for client Cost Plus World Market. The work will run through the beginning of September. “Small Spaces” is a multimedia campaign that utilizes print, out-of-home including guerilla tactics, digital video, digital display, interactive mobile units, in-store collateral and direct mail to showcase Cost Plus World Market’s stylish, affordable, multipurpose furniture to a target audience ranging from urban dwellers in their 20s moving into their first apartments to empty nesters in their mid-50s who are downsizing. In the videos, TV design expert and host of the popular series “Rehab Addict”, Nicole Curtis, helps people transform their small space with Cost Plus World Market furniture. In one, a woman rolls out a carpet on her floor and Curtis pops out—no explanation given—to reveal how a lidded coffee table can double as small space storage. Another video has her wheeling through rooms on a rolling bar cart, which can be tucked into a corner when the room needs to be converted into a dance floor. "Most retailers see small living spaces as problems that need to be solved," said Todd Eisner, creative director at barrettSF. "We see them as an opportunity to show off your individuality by curating and creating a unique home. So, we decided to speak, quite literally, to individuals." For OOH and print ads, barrettSF’s creative team developed 30 unique “stories” with 90 different variations based on the market where they appear, including San Francisco, Chicago or Seattle. Each story speaks to a real person, and suggests the small space item that they need in their unique space. Sample copy: “Debbie Butler in the apartment a block from the live music bar on Clement St., this seat should be in your living room.” The product is shown, and copy explains what makes it special and perfect for Debbie. Ads tag with “We know your small space.” To show how small can have a big impact, the campaign includes a number of unique executions, from a Chicago bus shelter with a fully-furnished living room on its roof, to a 40-page catalogue that measures two inches in height.
看我们如何滚动
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Watch How We Roll
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基本信息
- 广告战役： #Cost Plus World Market-影视-97d2#
- 广告品牌： Cost Plus World Market
- 发布日期： 2000
- 行业领域： 生活服务 , 商场超市
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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