OPEN UP WITH ANDRE AGASSI|短视频|广告营销案例【ADGuider广告指南】

和安德烈 · 阿加西一起开放

案例简介：描述活动/条目在一个提供越来越多的设备和消费内容方法选择的媒体环境中，品牌以有意义的方式参与仍然是一个持续的挑战。在澳大利亚，大多数品牌仍然无法弥合这一鸿沟，使用了不太微妙的产品植入、品牌促销和公然付费促销工具。这些可以被归类为品牌内容，但几乎没有做出有意义的贡献作为娱乐。要被视为娱乐，品牌必须产生更强大、更有价值的消费者关系。他们需要在对话和文化中拥有货币。他们应该鼓励共享性，重要的是，他们需要有值得 (和需求) 广播分发的质量。在澳大利亚，像 Jacob's Creek 这样的酒精品牌在付费媒体 20:30 时段之前被限制广告。此外，在一些亚洲市场，完全禁止播放酒精品牌的广告。结果雅各布河是澳大利亚的头号葡萄酒，尽管关键因素限制了它的盈利增长。从商业角度来看，他们无法获得更高的价格位置，因为他们的 5 美元线路的销量高于 10-12 美元的范围，而且创造性地, 70% 的人误解了他们的品牌定位 “真实人物”。因此，我们的目标集中在品牌的高端化和清晰的创意定位上，他们的全球网球赞助组合是推动这些目标的工具。我们将沟通的重点放在展示价值上，不仅仅是品牌的货币价值，还有它所代表的价值，因为两者在消费者的心目中有着内在的联系。执行得很好，雅各布溪的优质葡萄酒不仅会作为消费者剧目的一部分被包括在餐桌上，还会纠正其盈利增长的转变。我们需要提高对品牌价值的感知，而不仅仅是提高知名度。虽然对 “真实人物” 有误解，但消费者理解这个词与忠于他们信仰的人有关，是诚实和真实的。所以我们找到了一个体现这些价值观的人，一个努力寻找自己真正角色的网球巨星: 安德烈 · 阿加西。雅各布的小溪 “开放” 是运动。“开放” 这个词本身就体现了网球，澳大利亚公开赛，打开一个瓶子，打开它来展示你的真实性格。我们创作了以安德烈 · 开场为特色的开放电影系列，雅各布的小溪将它们传递给了世界。这部电影前所未有的质量和娱乐价值见证了主要广播公司将它们整合到他们的澳大利亚公开赛直播节目中。澳航还要求在开放期间在每一架国内航班上广播他们的节目，他们也在活动中以数字形式分发。观众被我们的内容吸引，因为它讲述了一个他们想听的故事，也是广播公司想讲述的故事。这部公开电影系列通过 7 频道和 ESPN 播出的 30 秒预告片在电视上推广。它还在澳大利亚国家航空公司澳航的每一次国内航班上运行了两周。与安德烈 · 阿加西的关系引起了极大的兴趣，电影风格的海报和澳大利亚网球公开赛的激烈表演也是如此。数字运动支持我们的活动，Facebook 为电影提供了一个持续的目的地。在澳大利亚公开赛期间，这部公开电影系列在亚洲和澳大利亚的 8300 万户家庭中播出。一个主要的成功是，随着电影被纳入澳大利亚公开赛的现场直播，广告限制并不适用。在澳大利亚，我们的电影全天播放，不仅仅是 20:30 后，还在亚洲自由播放，包括那些不允许酒精广告的国家。此外，超过 1.6 人在飞行中看到了他们，686,000 在澳大利亚公开赛上，谈话在网上爆发。仅仅在 3 周内，就产生了 4.2 美元的无偿媒体，最重要的是，这直接转化为品牌的成功。仅仅一个月后，雅各布的克里克已经享受了 17% 的同比销售额增长，其中 65% 的增长是由其 10 美元以上的范围驱动的。链接测试证实，70% 的消费者现在理解真实的性格，对品牌的宣传增加了 59%。Facebook 粉丝也增长了 70%，达到 52,000。这是 5 年来，除了澳大利亚公开赛的主要赞助商起亚之外，一个品牌第一次被认可为主要赞助商。雅各布的溪真正赢得了澳大利亚公开赛。

和安德烈 · 阿加西一起开放

案例简介：Describe the campaign/entry In a media landscape that offers an ever-increasing choice of devices and methods to consume content, it remains a constant challenge for brands to participate in a meaningful way. Within Australia, the majority of brands still fail to bridge this divide, using the less subtle tools of product placement, branded promos and blatant paid promotion. These can be classified as branded content, but do little to make a meaningful contribution as entertainment. To be valued as entertainment, brands must generate stronger and more valuable consumer connections. They need to have currency in conversation and culture. They should encourage shareability and importantly, they need to be of a quality to deserve (and demand) broadcast distribution. In Australia, alcohol brands like Jacob's Creek are restricted from advertising prior to 20:30 timeslots for paid media. Furthermore, in some Asian markets the broadcast of advertising for alcohol brands is completely prohibited. Results Jacob’s Creek is Australia’s no. 1 wine, though key factors have restricted its profitable growth. From a business perspective, they were unable to command a premium price position due to higher volume sales of their $5 lines versus their $10 - $12 range and creatively, 70% of people misunderstood their brand positioning of ‘True Character’. Our objectives therefore centred on the premiumisation of the brand and bringing clarity to its creative positioning, and their Global Tennis sponsorship portfolio was the vehicle to drive these objectives. We focused our communication on demonstrating value, and not just the brand’s monetary value, but also the values it stands for, as both are intrinsically linked in the mind of the consumer. Executed well, Jacob’s Creek’s premium wine would not only be included on the dining table as part of the consumers’ repertoire, but it would also redress the shift in its profitable growth. We needed to improve the perception of the brand’s value, not just generate awareness. And whilst there was a misunderstanding of ‘True Character’, consumers understood the term related to someone that stays true to their beliefs, is honest and genuine. So we found an individual that embodied these values, a tennis superstar that struggled to find his True Character: Andre Agassi. Jacob’s Creek ‘Open’ was the campaign. The word ‘Open’ itself embodied tennis, Australian Open, Open up a bottle and Open up to reveal your True Character. We created the Open Film Series featuring Andre opening up, and Jacob’s Creek delivered them to the world. The films’ unprecedented quality and entertainment value saw major broadcasters acquire them for integration into their live telecast of the Australian Open. Qantas also requested their broadcast on every domestic flight during the Open, and they were also distributed digitally and at the event. The audience was attracted to our content because it told a story they wanted to hear, and that the broadcasters wanted to tell. The Open Film Series was promoted on Television via a 30-second trailer that ran on Channel 7 and ESPN. It also ran on Australia’s national airline, Qantas, on every domestic flight for 2 weeks. The relationship with Andre Agassi created significant interest, as did movie-style posters and heavy activation at the Australian Open. A digital campaign underpinned our activity, with Facebook providing an ongoing destination for the films. The Open Film Series was broadcast into 83m homes across Asia and Australia during the Australian Open. A major success was the fact that as the films were being integrated within the live broadcast of the Australian Open, advertising restrictions didn’t apply. In Australia, our films ran throughout the day, not just post 20:30, as well as running freely throughout Asia, including those countries that don’t allow alcohol advertising. Furthermore over 1.6m people saw them in-flight, 686,000 at the Australian Open, and the conversation exploded online. In just 3 weeks, $4.2m of unpaid-media was generated, and, most importantly this directly translated into success for the brand. After only 1 month Jacob’s Creek was already enjoying a 17% YOY sales increase, with 65% of this increase driven by its $10+ range. Link testing confirmed that 70% of consumers now understand True Character, and there was a 59% increase in advocacy for the brand. Facebook fans were also up 70% to 52,000. It was the first time in 5 years that a brand, other than the Australian Open’s major sponsor Kia, was recognised as the major sponsor. Jacob’s Creek truly won the Australian Open.