Overconfidence Cover|微电影|广告营销案例【ADGuider广告指南】

过度自信覆盖

案例简介：为什么这项工作与直接相关？ RACV过度自信封面为他们的品牌-澳大利亚兽医医院找到了一个全新的直销渠道。我们与世界领先的设计师合作，创造了一系列铁杆绷带、圆锥体和轮椅，庆祝冒险的宠物，包括《速度与激情》的汽车设计师、沙漠女王普里西拉的服装设计师和生活方式频道纹身明星邦迪墨水。每个绷带，锥体和轮椅都带有激活RACV过度自信盖的代码。背景简介是推出RACV宠物保险，这是该市场的新进入者。目标市场是所有澳大利亚宠物主人。因为他们中的96% 对他们心爱的宠物根本没有健康保障。描述创意 (投票30%) 我们设计了数千种定制的坏蛋兽医产品。然后在他们聚集的一个地方-动物医院，将它们安装在受伤的动物身上。全部推出RACV过度自信封面。第一个承认动物是疯狂的宠物保险-因此没有为它们提供保险。我们过分自信的兽医用品包括绷带，圆锥体和轮椅，通过与世界领先的设计师合作来庆祝冒险的宠物，包括《速度与激情》的汽车设计师，《沙漠女王》的普里西拉的服装设计师和生活方式频道纹身明星邦迪墨水。然后我们通过十家澳大利亚动物医院分配了范围描述策略 (投票20%) 我们去了目标市场所在的地方。在这种情况下，疯狂的宠物。你在哪里能找到它们的最高浓度？在动物医院。所以我们在那里分发了我们的产品。描述执行 (投票20%) 每个绷带，圆锥体和轮椅都带有一个代码，可以激活过度自信盖。兽医在患者身上使用了医疗级产品。穿着坚韧的兽医用品的修补宠物通过其骄傲的所有者的社交媒体帐户成为该品牌的Instagram大使。他们还成为包括tvc，display和social在内的大型广告活动的明星。列出结果 (投票30%) 业务影响-销售、捐赠、网站流量/响应率/行为变化150字数限制。这项运动是在2019年1月发起的。成千上万的过度自信的兽医用品 (包括绷带，圆锥体和轮椅) 被运送到澳大利亚动物医院。每个产品都包含一个激活RACV过度自信封面的代码。 640万媒体印象销售额同比350% 增长增长17% 快于类别标准

过度自信覆盖

案例简介：Why is this work relevant for Direct? RACV Overconfidence Cover found a completely new, direct sales channel for their brand – Australian Veterinary Hospitals. We created a range of hardcore bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Each bandage, cone and wheelchair came with a code that activated RACV Overconfidence Cover. Background The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. Because 96% of them had no health cover at all for their beloved pets. Describe the creative idea (30% of vote) We designed thousands of bespoke, badass veterinary products. Then fitted them to injured animals at the one place they all congregate – the animal hospital. All to launch RACV Overconfidence Cover. The first pet insurance that acknowledged animals are batshit crazy – and so is not insuring them. Our Overconfident Vet Supplies included bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, the costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Then we distributed the range via ten Australian animal hospitals Describe the strategy (20% of vote) We went where our target market were. In this case, crazy pets. Where can you find the highest concentration of them? At the Animal Hospital. So we distributed our products there. Describe the execution (20% of vote) Each bandage, cone and wheelchair came with a code that activated Overconfidence Cover. Vets used the medical-grade products on their patients. And the patched up pets wearing the tough vet supplies became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. They also became the stars of a major advertising campaign that included TVCs, display and social. List the results (30% of vote) Business impact - sales, donations, site traffic / Response rate / Change in behaviour 150 word limit. The campaign launched in January, 2019. Thousands of Overconfident Vet Supplies (including bandages, cones and wheelchairs) were delivered to Australian animal hospitals. Each product included a code to activate RACV Overconfidence Cover. 6.4 million media impressions 350% increase in sales year-on-year Growth 17% faster than the category norm