Monty's Christmas|短视频|广告营销案例【ADGuider广告指南】

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蒙蒂的圣诞节

案例简介：简要解释集成活动描述 Monty the Penguin 代表了现代零售营销的新时代，在这个时代，整合和激活超越了电视、印刷和在线活动，进入了店内剧院的新领域, 商品销售，企业社会责任激活，全球技术第一,社交媒体营销，甚至竞选中的角色也有自己的声音和简介。约翰 · 刘易斯 · 圣诞节 2015 遵循了多年前同样深思熟虑的送礼策略，以创新和全渠道的方式跨平台执行。这是身临其境的营销，顾客沉浸在一个故事中，沉浸在一个激活的世界中,并以新的深度和感觉与角色和信息接触。它的工作原理，比之前的任何活动都成功得多，产生了创纪录的销售额、创纪录的浏览量、创纪录的份额和创纪录的回报.关于一个小男孩，他的企鹅和真爱。有效性这个国家爱上了蒙蒂和梅布尔，很快成为流行文化中的热门话题。他们产生了大量的报纸报道,网上的嗡嗡声和鼓舞人心的模仿。在 YouTube 和 FacebookOver 上超过 2900万的浏览量其中 600万是在 TVShared 上超过 800,000 次的前 24 小时，在 social150 上有 3.49亿的印象, 000 app25 的下载和 600,000 次，000 畅销 # MontyThePenguin 年间全球范围内HourToys 在 3 daysWWF 企鹅收养中的销量上升了 600%，单曲在第一周的 iTunes 排行榜上排名第三，圣诞节销售额在 2013 年上升了 5.8% 然后在电视上播放了第四频道的独白广告Gogglebox。实施包括 # MontyThePenguin 在内的无品牌挑逗开始于 DOOH 、第四频道和社会对关键影响者。这部两分钟的电影首先在社交网站上推出，然后在 goggglebox 期间在第四频道的独白广告中播出。从发布之日起，41 家约翰 · 刘易斯商店都配备了蒙蒂的书房，所有这些都包括蒙蒂的护目镜 -- 一种身临其境的数字体验。蒙蒂的神奇玩具机器允许孩子们扫描在牛津街旗舰店的屏幕上跳舞和玩他们最喜欢的玩具。所有这些都与活动一起包括故事书、应用程序、商品和在线激活。蒙蒂还出现在橱窗展示和牛津街商店屋顶的神奇花园中。相关性约翰 · 刘易斯拥有丰富的产品和出色的客户服务，这使得它成为圣诞节购物的完美目的地。和以往一样，目标是让深思熟虑的礼物成为现实，这是一种在圣诞节对约翰 · 刘易斯来说仍然相关并适用的策略。今年，目标是以令人兴奋和创新的方式将约翰 · 刘易斯圣诞体验带给不同设备的人。在电视上、商店里、网上或家里的应用程序上，顾客和他们的整个家庭都能够一起探索和享受蒙蒂和梅布尔的爱情故事。

蒙蒂的圣诞节

案例简介：Brief Explanation Integrated Campaign Description Monty the Penguin represents a new era of modern retail marketing, an era where integration and activation extend beyond a joined up TV, print and online campaign, and into new realms of in-store theatre, merchandising, CSR activations, global technological firsts, and social media marketing where even the characters in the campaign has their own voices and profiles.John Lewis Christmas 2015 followed the same Thoughtful Gifting strategy as years gone by, executed across platforms in an innovative and omnichannel way.This is Immersive Marketing, where customers become wrapped up in a story, immersed in a world of activation, and engaged with the characters and the message with new depth and feeling.And it works, far more successfully that any campaign that preceded it, generating record sales, record views, record shares and record returns...all about a little boy, his Penguin and true love. Effectiveness The nation fell in love with Monty & Mabel, fast becoming a hot topic in popular culture. They generated massive amounts of newspaper coverage, online buzz and inspiring hundreds of parodies.Over 29 million views on YouTube & FacebookOver 6 million of those were in the first 24 hours before it had been on TVShared over 800,000 times and had 349 million impressions in social150,000 downloads and 600,000 sessions in the app25,000 books sold#MontyThePenguin trended globally within the hourToys sold out in 3 daysWWF penguin adoptions rose by 600%Single went to number 3 in the iTunes charts in the first weekendChristmas sales were 5.8% up on 2013The two minute film was launched in social first and then aired on TV in a solus advert break on Channel 4 during Gogglebox. Implementation The unbranded tease which included #MontyThePenguin started in DOOH, Channel 4 idents and in social to key influencers. The two minute film was launched in social first and then aired on TV in a solus advert break on Channel 4 during Gogglebox. From launch day, each of the 41 John Lewis stores were equipped a with Monty’s Den, all of which included Monty’s Goggles - an immersive digital experience.Monty’s Magical Toy Machine, allowed children to scan, dance and play with their favourite toys on screen in the Oxford Street flagship store.All of this alongside the campaign also included the story book, the app, the merchandise and the online activation. Monty also featured in the window displays and in the magical garden on the Oxford Street store roof. Relevancy John Lewis has a vast offering and brilliant customer service which makes it the perfect destination for Christmas shopping. As ever the objective was to bring to life the idea of Thoughtful Gifting, a strategy that remains relevant and holds true for John Lewis at Christmas time.This year, the objective was to bring the John Lewis Christmas experience to people across multiple devices in exciting and innovative ways. On TV, in store, online or at home on the app customers and their entire families were able to explore and enjoy Monty and Mabel’s love story together.