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睡在上面
案例简介：战略 目标受众包括所有有意获得新房产的人，无论是住宅还是第二住宅。创造性战略的一个重要转变是从传统的产品沟通 (如利率) 转向具体展示我们承诺的方法。为了实现从告诉到做的转变，我们需要调整媒体计划，使其更加互动和有针对性。该活动的核心是一个平台，人们可以在这里选择一个位置，其中包含所有关于社区的有趣信息。作为与 CBC 顾问预约的回报，他们收到了免费的 AirBnB 优惠券。一方面，我们利用大众媒体为 CBC 及其更新的形象创造了意识。另一方面，我们转向数字流量生成媒体和目标网站 (房地产网站和 Facebook)。 活动描述 研究揭示了与购买房产相关的两个主要压力因素: (1) 考虑到邻里关系的演变，这是一项好的投资吗？ 我喜欢住在这个地区吗？ 82% 的比利时人认为邻居是购买决定的一个非常重要的因素。25% 甚至认为它比房子本身更重要。64% 的人认为在实际购买房产之前测试一个区域是个好主意。这正是 “睡在上面” 所提供的。通过与 AirBnB 的合作，CBC 邀请有购买意愿的人来测试附近的情况，从而做出明智的决定。目标有三个方面:？测试邻居？测试家庭类型 (如阁楼、农舍、公寓)？了解周围的设施 (学校、日托、公共交通、商店等)。) 以确保该地区朝着有利的方向发展。 执行 4月15日，我们举行了一次关于房地产调查的新闻发布会。作为结论，我们揭示了我们的解决方案: 竞选 “睡在上面”。这创造了大量的免费宣传。紧随其后的是 2 波无线电和 bannering。一周后，社交媒体针对潜在客户。这些广告是我们平台最大的转换驱动力。在活动的 7 周内，我们不断调整我们的社交媒体购买，以获得最佳结果。 结果 结果符合 3 个目标: 1。给 CBC 一个更年轻、更现代、更开放的形象: 32% 的受访者表示，他们对 CBC 的看法变得更好。它在以下方面的得分比以前的活动高得多: 更相关、更令人惊讶、不那么烦人、更有用、更现代、更容易获得。这场运动在比利时媒体上引发了大量价值 267.500 欧元的言论。两倍于我们在媒体上的实际支出。2.被重新视为抵押贷款银行: 近 50% 的人赞赏 CBC 和 AirBnB 之间的联系。近 50% 的人表示，此举提高了他们对该行的信心。24% 证实他们会向朋友谈论这个提议和 CBC。19% 表示，他们将在看到竞选活动后访问 CBC 网站。3.吸引更多的人参加抵押贷款面试。与前一年同期相比，CBC 对抵押贷款面试的要求更高 概要 CBC 是一家活跃在比利时南部的银行。这是一个挑战者 (<10% 的市场份额)，传统上专注于更富裕的客户。它的形象不是很有活力、年轻或创新。对于那些考虑不同银行的人来说，比如在抵押贷款的背景下，CBC 并不是最关心的。在发起这项运动的前一年，CBC 决定更新其形象，并推出了一个新的基线 “决定前进”。这个想法是专注于有很多野心的人，而不是他们账户上的很多钱。抵押贷款运动的目标是成为这一新策略的一个证明点: 更现代、更开放的形象 2.重新被视为抵押贷款银行 3.吸引更多的人参加抵押贷款介绍面试
睡在上面
案例简介：Strategy The target audience consisted of everyone with the intention of acquiring new property, be it a home or a second residence.An important shift in the creative strategy was to move away from traditional communication on the product (e.g. interest rate) (TELL) to an approach that concretely demonstrated our promise (DO). And to make a shift from TELL to DO, we needed to adapt the media plan towards more interactive and targeted media. Central to the campaign was a platform where people could select a location with all the interesting information about a neighbourhood. In return for an appointment with a CBC advisor, they received a free AirBnB voucher. On the one hand, we used mass media to create awareness for CBC and its renewed image. On the other hand, we turned to digital traffic-generating media and targeted sites (real estate websites and Facebook). Campaign Description Research revealed two main stress factors related to buying property: (1) is it a good investment, considering the evolution of the neighbourhood?(2) will I like living in this area?82% of Belgians consider the neighbourhood as a very important factor in the buying decision. 25% even believe it’s more important than the house itself. 64% think it would be a good idea to test an area before actually buying a property.This is exactly what “Sleep On It” offered. Through a partnership with AirBnB, CBC invited people with buying intentions to test the neighbourhood and thus make well-informed decisions. The objective was threefold:?Test the neighbourhood ?Test the type of home (e.g. loft, farm house, apartment) ?Getting to know the surrounding amenities (schools, day-care, public transport, shops, etc.) to make sure the area is evolving in a favorable direction. Execution On april 15, we held a press conference concerning a real estate survey. As a conclusion, we revealed our solution: the campaign ‘sleep on it’. This created a lot of free publicity. It was followed by 2 waves of radio and bannering. A week later, prospects were targeted on social media. These ads were the greatest conversion driver to our platform. During the 7 weeks of the campaign, we constantly adjusted our social media buying to obtain the best results. Outcome The results were in line with the 3 objectives:1.Give CBC a younger, more modern and more open image:32% of respondents said their perception of CBC changed for the better. It scored substantially higher than previous campaigns on the following dimensions: more relevant, more surprising, less annoying, more useful, more modern and more accessible. The campaign triggered a lot of talk value in the Belgian media, worth EUR 267.500. Twice what we actually spend on media.2.To be reconsidered as a bank for mortgage loans:Almost 50% appreciated the link between CBC and AirBnB. Nearly 50% said the action increased their confidence level towards the bank. 24% confirmed they would talk about the offer and CBC to friends. 19% stated they would visit the CBC website after seeing the campaign. 3.To attract more people for a mortgage interview.CBC had more demands for mortgage interviews compared to the same period the year before Synopsis CBC is a bank active in the South of Belgium. It is a challenger (<10% market share) that traditionally focused on more affluent customers. Its image was not very dynamic, young or innovative. CBC was not top-of-mind with people who consider different banks, for example in the context of a mortgage loan. A year before the launch of the campaign, CBC decided to renew its image and launched a new baseline “decided to move forward”. The idea is to focus on people with a lot of ambition, rather than a lot of money on their account. The objective of the mortgage campaign was to be a proof point of this new strategy:1.To give CBC a younger, more modern and more open image2.To be reconsidered as a bank for mortgage loans 3.To attract more people for a mortgage introduction interview
Sleep On It
案例简介：战略 目标受众包括所有有意获得新房产的人，无论是住宅还是第二住宅。创造性战略的一个重要转变是从传统的产品沟通 (如利率) 转向具体展示我们承诺的方法。为了实现从告诉到做的转变，我们需要调整媒体计划，使其更加互动和有针对性。该活动的核心是一个平台，人们可以在这里选择一个位置，其中包含所有关于社区的有趣信息。作为与 CBC 顾问预约的回报，他们收到了免费的 AirBnB 优惠券。一方面，我们利用大众媒体为 CBC 及其更新的形象创造了意识。另一方面，我们转向数字流量生成媒体和目标网站 (房地产网站和 Facebook)。 活动描述 研究揭示了与购买房产相关的两个主要压力因素: (1) 考虑到邻里关系的演变，这是一项好的投资吗？ 我喜欢住在这个地区吗？ 82% 的比利时人认为邻居是购买决定的一个非常重要的因素。25% 甚至认为它比房子本身更重要。64% 的人认为在实际购买房产之前测试一个区域是个好主意。这正是 “睡在上面” 所提供的。通过与 AirBnB 的合作，CBC 邀请有购买意愿的人来测试附近的情况，从而做出明智的决定。目标有三个方面:？测试邻居？测试家庭类型 (如阁楼、农舍、公寓)？了解周围的设施 (学校、日托、公共交通、商店等)。) 以确保该地区朝着有利的方向发展。 执行 4月15日，我们举行了一次关于房地产调查的新闻发布会。作为结论，我们揭示了我们的解决方案: 竞选 “睡在上面”。这创造了大量的免费宣传。紧随其后的是 2 波无线电和 bannering。一周后，社交媒体针对潜在客户。这些广告是我们平台最大的转换驱动力。在活动的 7 周内，我们不断调整我们的社交媒体购买，以获得最佳结果。 结果 结果符合 3 个目标: 1。给 CBC 一个更年轻、更现代、更开放的形象: 32% 的受访者表示，他们对 CBC 的看法变得更好。它在以下方面的得分比以前的活动高得多: 更相关、更令人惊讶、不那么烦人、更有用、更现代、更容易获得。这场运动在比利时媒体上引发了大量价值 267.500 欧元的言论。两倍于我们在媒体上的实际支出。2.被重新视为抵押贷款银行: 近 50% 的人赞赏 CBC 和 AirBnB 之间的联系。近 50% 的人表示，此举提高了他们对该行的信心。24% 证实他们会向朋友谈论这个提议和 CBC。19% 表示，他们将在看到竞选活动后访问 CBC 网站。3.吸引更多的人参加抵押贷款面试。与前一年同期相比，CBC 对抵押贷款面试的要求更高 概要 CBC 是一家活跃在比利时南部的银行。这是一个挑战者 (<10% 的市场份额)，传统上专注于更富裕的客户。它的形象不是很有活力、年轻或创新。对于那些考虑不同银行的人来说，比如在抵押贷款的背景下，CBC 并不是最关心的。在发起这项运动的前一年，CBC 决定更新其形象，并推出了一个新的基线 “决定前进”。这个想法是专注于有很多野心的人，而不是他们账户上的很多钱。抵押贷款运动的目标是成为这一新策略的一个证明点: 更现代、更开放的形象 2.重新被视为抵押贷款银行 3.吸引更多的人参加抵押贷款介绍面试
Sleep On It
案例简介：Strategy The target audience consisted of everyone with the intention of acquiring new property, be it a home or a second residence.An important shift in the creative strategy was to move away from traditional communication on the product (e.g. interest rate) (TELL) to an approach that concretely demonstrated our promise (DO). And to make a shift from TELL to DO, we needed to adapt the media plan towards more interactive and targeted media. Central to the campaign was a platform where people could select a location with all the interesting information about a neighbourhood. In return for an appointment with a CBC advisor, they received a free AirBnB voucher. On the one hand, we used mass media to create awareness for CBC and its renewed image. On the other hand, we turned to digital traffic-generating media and targeted sites (real estate websites and Facebook). Campaign Description Research revealed two main stress factors related to buying property: (1) is it a good investment, considering the evolution of the neighbourhood?(2) will I like living in this area?82% of Belgians consider the neighbourhood as a very important factor in the buying decision. 25% even believe it’s more important than the house itself. 64% think it would be a good idea to test an area before actually buying a property.This is exactly what “Sleep On It” offered. Through a partnership with AirBnB, CBC invited people with buying intentions to test the neighbourhood and thus make well-informed decisions. The objective was threefold:?Test the neighbourhood ?Test the type of home (e.g. loft, farm house, apartment) ?Getting to know the surrounding amenities (schools, day-care, public transport, shops, etc.) to make sure the area is evolving in a favorable direction. Execution On april 15, we held a press conference concerning a real estate survey. As a conclusion, we revealed our solution: the campaign ‘sleep on it’. This created a lot of free publicity. It was followed by 2 waves of radio and bannering. A week later, prospects were targeted on social media. These ads were the greatest conversion driver to our platform. During the 7 weeks of the campaign, we constantly adjusted our social media buying to obtain the best results. Outcome The results were in line with the 3 objectives:1.Give CBC a younger, more modern and more open image:32% of respondents said their perception of CBC changed for the better. It scored substantially higher than previous campaigns on the following dimensions: more relevant, more surprising, less annoying, more useful, more modern and more accessible. The campaign triggered a lot of talk value in the Belgian media, worth EUR 267.500. Twice what we actually spend on media.2.To be reconsidered as a bank for mortgage loans:Almost 50% appreciated the link between CBC and AirBnB. Nearly 50% said the action increased their confidence level towards the bank. 24% confirmed they would talk about the offer and CBC to friends. 19% stated they would visit the CBC website after seeing the campaign. 3.To attract more people for a mortgage interview.CBC had more demands for mortgage interviews compared to the same period the year before Synopsis CBC is a bank active in the South of Belgium. It is a challenger (<10% market share) that traditionally focused on more affluent customers. Its image was not very dynamic, young or innovative. CBC was not top-of-mind with people who consider different banks, for example in the context of a mortgage loan. A year before the launch of the campaign, CBC decided to renew its image and launched a new baseline “decided to move forward”. The idea is to focus on people with a lot of ambition, rather than a lot of money on their account. The objective of the mortgage campaign was to be a proof point of this new strategy:1.To give CBC a younger, more modern and more open image2.To be reconsidered as a bank for mortgage loans 3.To attract more people for a mortgage introduction interview
睡在上面
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Sleep On It
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