1st Branded Online Entertainment Hub|短视频|广告营销案例【ADGuider广告指南】

第1 品牌在线娱乐中心

案例简介：活动描述基于沙特青年在网上非常活跃的观点，我们推出了一个在线中心 “LaYwagif”，以情景喜剧系列的形式托管娱乐品牌内容，包括多个剧集和季节。情景喜剧以轻松和潜意识的方式谈论宽带 RTBs。果然，门户网站成为了一个娱乐目的地，我们决定发布另一个超越宽带服务的系列: “Rayi7 Rayi7” 是一个新创建的系列，解决漫游服务, 一群朋友带着一个木偶角色 (代表一个留守朋友) 旅行,在假期一起享受新的体验，没有网络故障。为该中心创作的各种各样的节目让 STC 能够举办一些竞赛，旨在挑选更多的演员和寻找新的导演。获奖者主演了这些节目，其他人导演了剧集，甚至被派往国外学习电影制作。战略在年轻人中，STC 正在与相关性作斗争，尤其是因为它有被视为由政府控制的老式电信公司的遗留问题。鉴于年轻人占市场的 60%，并且是消费数据最多的人，我们的宽带通信必须与年轻人产生共鸣。在线已经成为年轻人需要发现他们的目的、表达自己和追求愿望的平台，所以我们只需要在他们所在的地方是有意义的, 并提供与他们和我们品牌相关的内容。执行我们创建了该地区第一个在线品牌内容中心 “LaYwagif” (“不要让任何东西挡住你的路”) 它以情景喜剧系列的形式主办娱乐品牌内容，包括多个剧集和季节。当这一集在门户网站上发布时，一项运动被开发出来，以吸引我们的观众。它以这一集的预告开始，引起了人们对 STC 目的地娱乐网站 “LaYwagif” 的关注，尤其是考虑到 YouTube 沙特明星正在被报道。与此同时，一场有针对性的在线活动推动了额外的流量，并围绕这一集进行了炒作。YouTube 预卷支持在线和社交媒体广告，推动了该集网站页面的流量。电视、印刷和户外被用来帮助建立意识和公平，展示节目中的片段并突出其关键信息。相关性我们创建了该地区第一个在线品牌内容中心 “LaYwagif” (“不要让任何东西挡住你的路”) 它以情景喜剧系列的形式主办娱乐品牌内容，包括多个剧集和季节。果然，门户网站成为了一个娱乐目的地，也是宽带一代创造自己内容的公开邀请。结果这些节目的受欢迎程度在积极结果方面代表了前所未有的成功: 观点: LaYwagif 节目获得了 24,492,567 次观看 (在所有剧集中)。 rayi7 Rayi7 节目达到了 12,803,589 次观看 (在所有剧集中)。这总共有 37,296,156 次观看。品牌健康跟踪: STC 成为宽带领域的领先品牌。 STC 在宽带领域的品牌资产继续呈上升趋势,其品牌资产指数为 8.7，至少比 STC 最接近的竞争对手 Mobily 高出 6 个百分点。市场份额: STC 成为市场领导者 -- 2015年市场份额为 50%，而前一年为 40%。 STC 宽带的总宣传价值为 970 美元，现在 STC 不再与其他电信竞争。它已经脱离了这个类别，现在正在与娱乐媒体竞争。通过这样做，它本身已经成为一个广播公司。概要 STC 并不以宽带而闻名，由于宽带组合中分散的战术通信，STC 在市场份额方面落后。有必要为 STC 宽带提出一个涵盖所有服务的伞式平台，无论是固定的还是移动的，以便将 STC 与竞争区分开来, 并把它作为参考点。该运动的目标是与年轻人接触，灌输 STC 宽带的信念,同时强调其 RTBs (覆盖范围、速度、可靠性、灵活性等)。节目的成功让我们创造了新的节目和更吸引人的想法。

第1 品牌在线娱乐中心

案例简介：Campaign Description Building on the insight that Saudi Youth are very active online, we launched an online hub, “LaYwagif”, which hosted entertaining branded content in the form of sitcom series with multiple episodes and seasons. The sitcoms talk about the Broadband RTBs in a light-hearted and subliminal manner. Sure enough, the portal became an entertainment destination, and we decided to post another series that went beyond the broadband service: “Rayi7 Rayi7” was a newly created series tackling the Roaming service, in which a group of friends travel with a puppet character (representing a left-behind friend), and enjoy new experiences together on vacation, with no internet hiccups. The wide variety of shows created for the Hub allowed STC to host a number of competitions designed to cast more actors and hunt for new directors. Winners have starred in the shows, others have directed episodes or even been sent to study filmmaking abroad. Strategy Amongst the youth, STC was struggling with relevance, particularly as it had legacy issues from being perceived as an old-style telco, controlled by the government. Given that the youth represents 60% of the market, and are the ones who consume the most data, it was imperative that our Broadband communication strike a chord with the youth. Online has become a platform for young people’s need to discover their purpose, express themselves and pursue aspirations, so it only made sense that we needed to be where they were, and provide content that would be both relevant to them and to our brand. Execution We created the region’s first online branded content hub “LaYwagif”(“Don’t let anything stand in your way”,) which hosted entertaining branded content featuring YouTube stars in the form of sitcom series with multiple episodes and seasons. When the episode was launched on the portal, a campaign was developed to draw our audience to the content. It began with a teaser for the episode, driving attention to STC’s destination entertainment site “LaYwagif”, especially given that YouTube Saudi stars were being featured. Simultaneously, a targeted online campaign drove additional traffic and created hype around the episode. YouTube pre-rolls supported with online and social media ads, driving traffic to the episode’s on-site page. TV, print & outdoor were used to help build awareness and equity, featuring clips from the show and highlighting its key messages. Relevancy We created the region’s first online branded content hub “LaYwagif”(“Don’t let anything stand in your way”,) which hosted entertaining Branded content featuring YouTube stars in the form of sitcom series with multiple episodes and seasons. Sure enough, the portal became an entertainment destination, and was an open invitation to the broadband generation to create their own content too. Outcome The popularity of the shows represented an unprecedented success in terms of positive results:Views:¥LaYwagif shows achieved 24,492,567 views (across all episodes).¥Rayi7 Rayi7 shows achieved 12,803,589 views (across all episodes).¥That’s a grand total of 37,296,156 views.Brand Health Tracker:¥STC became a consistently leading Brand in Broadband.¥Brand Equity for STC in Broadband continues on an upward trend, with its Brand Equity Index of 8.7 exceeding that of Mobily (STC’s closest competitor) by at least 6 points.Market Share:STC became market leader – with a 50% market share in 2015, compared to 40% the previous year.The total earned publicity value for the STC Broadband is $970,000.STC is now no longer competing with other telecoms. It has demarcated itself from the category and is now competing with the entertainment media. In doing so, it has become a broadcaster in itself. Synopsis STC was not known for broadband, and was behind in terms of market share as a result of fragmented tactical communication across the Broadband portfolios. There was a need to come up with an umbrella platform for STC Broadband that would encompass all the services, whether fixed or mobile, in order to differentiate STC from the competition, and make it the point of reference.The objective of the campaign was to engage with the Youth and instill belief in STC Broadband, while highlighting its RTBs (coverage, speed, reliability, flexibility, etc…). The success of the shows led us to create new shows and more engaging ideas.