Icelandair Stopover Buddy|短视频|广告营销案例【ADGuider广告指南】

冰岛航空中途停留巴迪

案例简介：执行为了在发布时引起兴奋，我们在相关媒体领域进行了一次战略性的全球销售，并对我们的英雄广播标题进行了首席执行官采访。为了提高旅行媒体以外的国际大众意识，我们开发了一个强大的资产包，以交付赚取的、拥有的和付费的媒体。完整的包包括英雄，中心和卫生电影，广泛的好友图像和传记，广播的 B 卷内容, 当地市场工具包和关于 “当地专家” 旅行趋势的全球研究。全年，我们通过深入的功能和为垂直媒体和一些有影响力的人定制的新闻旅行而增长势头。每个人都通过我们朋友的激情 (如冒险、健康和文化) 相匹配，以确保他们有一个独特的故事和内容可以分享。我们还瞄准了与好友的个人资料机会，例如女性生活方式的女队长，并在关键日期发布新闻提醒。结果媒体中的好友通过有针对性的编辑策略，中途停留的好友产生了 525 条报道，超过了我们的目标 163%。超过 99% 的报道是正面的，32% 的报道包括标题中的 “冰岛航空”。主要标题包括英国广播公司《今日秀》、哥伦比亚广播公司、 Mashable 、 PSFK 、《卫报》、《纽约时报》和《多伦多星报》。中途停留的伙伴在主要市场 (法国、德国、荷兰、比利时、英国、斯堪的纳维亚、加拿大和北美) 提供了 21 亿媒体服务价值 106 英镑。 1m 的媒体价值。在整个竞选期间，文化中的伙伴中途停留的伙伴在所有一些内容中获得了 6.3 的视频浏览量和超过 105,917 次的参与。 “这是有史以来最酷的事情。我们从未乘坐过冰岛航空，但现在迫不及待地想在去法国的路上看看冰岛。 “-Melissa Chureau 独自通过 FacebookSoMe 向超过 64,903 的网站发送了创纪录的 CTR，为冰岛航空创造了无价的网络流量。在关键的竞选期间，商业中途停留的预订量增长了创纪录的 31%。因此，跨大西洋的预订量在此期间飙升了 160,000 以上，比预期高出 39%。中途停留的伙伴体验也产生了破纪录的推荐，超过 90% 的客户推荐这项服务:有了这里，我一定会向我遇到的任何人/每个人推荐冰岛和冰岛:) 你的计划是独一无二的，我希望中途停留的伙伴体验会持续到未来。“-劳尔纳 · 阿里亚拉特南战略激活伙伴: 完全不同的模式我们的目标受众体验饥饿的旅行者生活在法国、德国、荷兰、比利时、英国、斯堪的纳维亚、加拿大和美国的城市。他们是地球上最贫穷、最懂营销的观众之一，估计有 2/3 ad-avoiding.So，我们创造了一个完全不同的公关主导而不是广告主导的传播模式对于冰岛航空来说，FOCUSPR-LEDLEADOWNED 和赢得的消费者参与者与焦点广告 -- 虽然声音的份额不到 1%，但关键是拥有和赢得的媒体构成了最大化我们预算的运动的核心。付费媒体扮演了配角，放大了我们最大的收入和拥有的时刻，无论何时发生。通过创造真正的人类联系的时刻，我们不仅在红色上衣上，而且在全球公认的大报和更广泛的文化媒体上创造了可信的对话。相关性冰岛航空中途停留伙伴: 一个完全不同的 PR-LED 活动模式中途停留伙伴是冰岛航空迄今为止最成功的全球活动，无疑是通过强有力的公关第一激活策略实现的, 其中提供了 525 件价值超过 1.06亿英镑的媒体价值的报道。与大型消费竞争对手相比，我们的声音不到 1%，通过推出独特的冰岛 “冰岛航空公司” 服务，我们将冰岛航空中途停留的意义从消极转变为积极的体验。这将中途停留预订增加了 31%，为业务创造了增值，并实现了创纪录的推荐水平。概要冰岛航空: 当你没有必要时，为什么要间接飞行？冰岛最古老的航空公司，已经让它的业务飞行人员往返冰岛 80 年，知道一个健康的未来在于增加其在跨大西洋市场的份额。但是有一个大问题。跨大西洋市场由最大的航空公司品牌主导，所有这些品牌都直接从欧洲飞往北美。但冰岛航空运营着一种间接服务，总是在冰岛中途停留。为什么乘客选择间接飞行是有意义的，而这并不便宜，他们也不必这样做？我们面临的主要挑战是，与我们的大型消费竞争对手相比，我们的声音份额不到 1%。我们有三个关键目标: 业务 1。增加跨大西洋预订。营销 2。增加预订我们中途停留服务的游客数量。推动对冰的积极看法Landair 的服务。活动描述独特的冰岛服务: 冰岛航空中途停留 budideswe 决定通过重新构建冰岛航空中途停留作为一种好处而不是问题来挑战市场。在这个充满压力的时代，我们推断我们的经验饥饿的目标观众会考虑在穿越大西洋的路上额外的冰岛休息。我们的创造性突破来自两个数据点。80% 的美国人在假期看起来像游客，感到尴尬，由于缺乏当地知识，英国人每年在假期的花费超过了 170 亿英镑。我们创建了冰岛航空中途停留伙伴 -- 这是一项免费服务，为乘客在中途停留期间提供冰岛朋友作为东道主。不仅仅是任何朋友，我们用我们友好的员工和独特的兴趣来帮助人们充分利用他们的时间。甚至我们的首席执行官也参加了。中途停留伙伴服务克服了当地知识的问题，并提供了冰岛独有的解决方案。

冰岛航空中途停留巴迪

案例简介：Execution LAUNCHING BUDDIES INTO CULTURETo generate excitement at launch, we ran a strategic global sell-in with targeted pitches across relevant media sectors and placed CEO interviews with our hero broadcast titles. To drive mass awareness internationally beyond travel media we developed a robust asset package to deliver earned, owned and paid media. The full package included Hero, Hub and Hygiene films, a wide range of Buddy imagery and biographies, B-roll content for broadcast, a local market toolkit and global research on the ‘local expertise’ travel trend.Throughout the year, we grew momentum with in-depth features and bespoke press trips for vertical media and SoMe influencers. Each was matched through our Buddies’ passions (e.g. adventure, health and culture) to ensure they had a unique story and content to share. We also targeted profile opportunities with Buddies e.g. a female captain for women’s lifestyle and issued news alerts around key dates. Outcome BUDDIES IN THE MEDIAThrough a targeted editorial strategy, Stopover Buddies generated 525 pieces of coverage, overachieving our target by 163%. Over 99% of the coverage was positive and 32% included ‘Icelandair’ in the headline. Key titles included BBC The Today Show, CBS, Mashable, PSFK, The Guardian, New York Times and Toronto Star.Stopover Buddies delivered a total of 2.1bn earned media reach across key markets (France, Germany, Netherlands, Belgium, UK, Scandinavia, Canada & North America) worth £106.1m in media value.BUDDIES IN CULTUREThrough the entire campaign period Stopover Buddies achieved 6.3m owned video views and over 105,917 engagements across all SoMe content.“This is the coolest thing ever. We have never flown Icelandair but now can’t wait to check out Iceland on our way to France.”– Melissa Chureau via FacebookSoMe alone delivered record CTR to the website of over 64,903, creating priceless web traffic for Icelandair. BUDDIES IN THE BUSINESSStopover bookings grew a record 31% in the key campaign period. As a result, transatlantic bookings soared by over 160,000 in the period, 39% higher than forecast.The Stopover Buddies experiences also generated record-breaking recommendation, with +90% of customers recommending the service:“After the experience that I have had here, I will definitely be recommending Icelandair and Iceland to anyone / everyone I meet :) Your program is unique and I hope the Stopover Buddy experience continues into the future.”- Laurna Ariyaratnam Strategy ACTIVATING BUDDIES:A RADICALLY DIFFERENT MODELOur target audience of Experience Hungry Travellers live in cities in France, Germany, Netherlands, Belgium, UK, Scandinavia, Canada & US. They are one of the most time poor and marketing savvy audiences on the planet with an estimated 2/3 ad-avoiding.So we created a radically different model of PR-led rather than Ad-led communications for Icelandair.FOCUSPR-LEDLEADOWNED & EARNED CONSUMERPARTICIPANT VS.FOCUSADVERTISING-LEDLEADPAIDCONSUMEROBSERVERWith a share of voice of less than 1% it was key that owned and earned media formed the heart of the campaign to maximise our budget. Paid media played a supporting role, amplifying our biggest earned and owned moments whenever they happened. By creating moments of real human connection we created credible conversations not just in red tops but also in globally recognised broadsheets and wider cultural media. Relevancy ICELANDAIR STOPOVER BUDDIES:A RADICALLY DIFFERENT MODEL OF PR-LED ACTIVATIONStopover Buddies has been the most successful global campaign to date for Icelandair, undoubtedly achieved through a strong PR first activation strategy, which delivered 525 pieces of earned coverage worth over £106 million in media value. With a share of voice of less than 1% against big spending competitors, we reframed the meaning of an Icelandair Stopover from a negative into a positive experience by launching the uniquely Icelandic, ‘Icelandair Buddies’ service. This increased Stopover bookings by 31%, creating incremental value for the business and achieving record recommendation levels. Synopsis ICELANDAIR:WHY FLY INDIRECT WHEN YOU DON’T HAVE TO? Iceland’s oldest airline, having made its business flying people to and from Iceland for 80 years, knew a healthy future lay in growing its share within the transatlantic market.But there was one big problem.The transatlantic market is dominated by the biggest airline brands, all of which fly directly from Europe to North America. But Icelandair operates an indirect service, always stopping in Iceland en route. Why would it ever make sense for passengers to choose flying indirect, when it’s not cheaper and they don’t have to? Our key challenge was amplified by having share of voice of less than 1% against our big spending competitors. We had three key objectives:BUSINESS1. Increase transatlantic bookings.MARKETING2. Increase the number of tourists who book our Stopover service.COMMS3. Drive positive perceptions of Icelandair’s service. CampaignDescription A UNIQUELY ICELANDIC SERVICE:THE ICELANDAIR STOPOVER BUDDIESWe decided to challenge the market by reframing an Icelandair Stopover as a benefit not a problem. In this time pressured world, we reasoned our Experience Hungry target audience would consider an extra Icelandic break on their way across the Atlantic. Our creative breakthrough came from two data-points. 80% of Americans feel embarrassed for looking like a tourist during their holidays and Britons overspend £17bn yearly on holidays due to lack of local knowledge.We created Icelandair Stopover Buddies - a free service offering passengers an Icelandic Buddy as a host during their Stopover. Not just any Buddy, we used our friendly staff with unique interests to help people make the most of their time. Even our CEO took part. The Stopover Buddy service overcame the problem of local knowledge and provided a solution unique to Icelandair.