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美味平静
案例简介：战略 公关战略的目标是以前所未有的方式扩大活动的影响。目标是达到传统的沟通渠道，内容侧重于女性，这是品牌的主要人口目标。在西班牙传统媒体中传播营销活动是一个巨大的挑战，因为他们倾向于不信任品牌。此外,当媒体不得不派人去报道事件时，难度就会增加。我们不仅找到了解决这个问题的办法 -- 一个有社会背景和足够有趣的独立媒体想参加的行动 -- 而且我们创造了一个如此具有破坏性的聚会点, 记者们强烈要求去报道。我们设计的公关策略将品牌留在了背景中，而不让它失去相关性，因为消费者直接将 “Deliciosa Calma” 活动的名称与 campofr í o 联系在一起。 结果 总体结果非常积极，让我们达到并超过了我们在开始时设定的目标。媒体和消费者非常好地接受了这个项目。1.媒体输出: 我们以友好的沟通语气为品牌实现了历史性的媒体报道: -超过 5800万人接触-超过 210 媒体影响-3.690.445 € 赢得媒体-超过 6.000 的影响和超过 5300万的印象在推特和 Facebook-13.017.863 对社交媒体的看法？ 脸谱网上 86,6% 的有机接触,一个全新的记录!？ youTube 2016 (谷歌西班牙) 中最受关注的视频 -- 趋势话题 13/05 因此，人们知道并认可了这场运动，最重要的是，它已经成为了开启这场辩论的推动者性别平等和和解等非常相关的主题，提请公众注意，超过 66% 的妇女感到压力，并将其放在突出位置。2.目标受众结果: -比国家广告增加了 11 页平均 执行 -首先，我们安排了与我们邀请的主要西班牙媒体的合作，包括与最重要的西班牙媒体的独家报道。此外，现场出现的著名西班牙女演员成为了该品牌的大使，我们安排了几家媒体的采访。 -在第二阶段，我们通过媒体高度分发的新闻稿宣布了项目的开始，鼓励人们参与这种 “一生一次” 的体验。-在第三阶段的就职典礼上，我们把三顿晚餐换成了媒体。第一场晚宴是为了文化，第二场是为了生活方式，第三场是为了创业。我们邀请了每桌一名记者来报道他们每个人的谈话，有影响力的西班牙妇女在谈话。西班牙的主要广播电台也报道了这一事件 活动描述 根据尼尔森的报告，66% 的西班牙女性认为自己压力很大，她们是欧洲压力最大的女性。根据加州大学的一项研究，“土耳其含有色氨酸，一种可以减轻压力的物质。因此，campofr í o 展示了 Deliciosa Calma，这家餐厅只使用减压配料。一家餐馆，通过它的菜肴可以释放工作和家庭生活的紧张关系，如工作和家庭生活、育儿责任、职业成功、做母亲的压力, 有一个完美的身体…… “我没有去健身房，因为我不想去，我会在有空的时候去…… 加入黑松露酱, “我们的消费者可以体验这种体验。Deliciosa Calma 成为了现实，在马德里的一个时尚街道上，门票在网上发布后就售罄了。均衡的饮食有助于减轻压力。也是一个平衡的社会。帕沃里奥，喂养另一个女人的模型。 相关性 Deliciosa Calma 以一种真正的方式接近所有女性的平静。这不仅仅是一个简单的运动，它是我们想和每个女人分享的一种行为方式。我们体验了一次，邀请所有类型的女性来享受，她们可以在餐馆度过一个放松的夜晚，远离担忧和问题。正义女性之间的完整体验。与消费者的联系如此之大，以至于所有女性都想在餐馆吃饭。这种经历鼓励女性在日常生活中消除担忧。 概要 Pavofrio 在西班牙支持土耳其产品，主要由女性消费。该产品本质上是 “低脂肪”，因此可以用于体重管理。但是在 2008年，我们决定以不同的方式关注女性。我们决定取消它们并帮助女性，而不是提倡饮食，这意味着推行刻板印象。Deliciosa Calma 是对女性宇宙的一种方法的结果。我们想了解这些无意识模式是什么导致了它们，导致了如此多的自我要求，试图达到一切，试图总是把这个更好的自我放在前面, 或通过不遵守来证明自己与规范，与什么是他们的期望。作为西班牙女性的盟友，Pavofrio 的目标巩固了 Pavofrio 作为女性帮凶品牌的定位，增加了对该品牌的偏好。在 RRSS 、社会和媒体中围绕活动进行对话。
美味平静
案例简介：Strategy The PR strategy had the goal of amplifying the impact of the campaign in a way never seen before. The objective was to reach traditional communication channels with a content focused on women, the brand’s primary demographic target. Spreading a marketing campaign among traditional Spanish media outlets is a huge challenge since they tend to distrust brands. Also, the difficulty increases when the media have to send people over to cover events.Not only we found a solution to solve this issue –an action that counted with a social background and interesting enough so independent media outlets wanted to attend it– but we created a such disruptive meeting point that journalists highly demanded to go and to cover it. The PR strategy we designed left the brand in the background without letting it lose its relevance, as consumers directly associate the name of the campaign “Deliciosa Calma” with Campofrío. Outcome Overall results were remarkably positive, letting us reach and surpass the objectives we had set at the beginning. Media and consumers embraced the project amazingly good.1.Media Outputs:We achieved a historic media coverage for the brand in a friendly communications tone:-More than 58 million people were reached-More than 210 media impacts were obtained-3.690.445 € Earned Media -Over 6.000 impacts and over 53 million impressions in Twitter and Facebook-13.017.863 Views on social media?86,6% of organic reach on Facebook, a whole new record!?Most viewed video in YouTube 2016 (Google Spain)-Trending Topic 13/05As a result, people know and recognize the campaign and, most importantly, it has acted as an enabler to open the debate about very relevant topics such as gender equality and conciliation, drawing public attention to the fact that over 66% of women feel stressed and putting it on the spotlight.2.Target Audience Outcome:-Was increased by 11 pp over the national advertising average Execution -Firstly, we arranged collaborations with the main Spanish media we invited to attend the making-off of the spot, including a scoop with the most important Spanish media outlet. Besides, famous Spanish actresses who appeared in the spot became ambassadors of the brand, and we arranged interviews with several media.-During the second phase, we announced the start of the project through a press release, highly distributed by the media, that encouraged people to participate in this “once in a lifetime” experience. -During Phase 3, the inauguration, we converted the three dinners in levers for the media. The first dinner was dedicated to culture, the second one, to lifestyle and the third one, to entrepreneurship. We invited one journalist per table to cover the conversation that occurred in each of them, in which influential Spanish women were speaking. The main radio station of Spain covered the event too CampaignDescription According to the Nielsen report, 66% of spanish women consider themselves to be stressed, they are the most stressed women in Europe. Bassed in a study from California’s University “Turkey contains tryptophan, a substance which reduces stress. Therefore, Campofrío presents Deliciosa Calma, the restaurant that uses only stress-reducing ingredients. A restaurant where through its dishes can release workaday tensions such as work and family life, childcare responsibilities, professional success, pressure in the practice of motherhood, have a perfect body…“I didn´t go to the gym because I didn´t feel like it and I´ll go when I can… with black truffle sauce,”Our consumers could live that experience. Deliciosa Calma became a reality, in one of the fashionable streets of Madrid, the tickets sold out just after publishing on the web.A balanced diet helps reduce stress. A balanced society as well. Pavofrio, feeding another model of woman. Relevancy Deliciosa Calma approaches the calm to all women, in a real way. It is more than a simple campaign, it is a way of behavior that we want to share with each woman. We took an experience and invite all types of women to enjoy it, they could spend a relaxing evening in a restaurant, away from worries and problems. A completed experience between just women. The connection with consumers was so great that all women wanted to dinner in the restaurant. The experience encouraged women to take away the worries in the day to day. Synopsis Pavofrío endorses turkey product in Spain and is mainly consumed by women. The product is intrinsically “low fat” and therefore eaten for weight management. But in 2008 we decided to focus on women in different way. Instead of promoting diet which implies pushing a stereotype we decided to deactivate them and help women. Deliciosa Calma is the result of an approach to the universe of women. We wanted to understand what these unconscious patterns were that led to them, to self-demanding so much, to try to reach everything, to try to always put this better self ahead, or to justify oneself by not complying with the norm, with what is expected of them. Brief To be an ally of Spanish women Objectives Consolidate the positioning of Pavofrio as an accomplice brand of women increasing the preference for the brand. Generate conversation in RRSS, society and media around the campaign.
Delicious Calm
案例简介：战略 公关战略的目标是以前所未有的方式扩大活动的影响。目标是达到传统的沟通渠道，内容侧重于女性，这是品牌的主要人口目标。在西班牙传统媒体中传播营销活动是一个巨大的挑战，因为他们倾向于不信任品牌。此外,当媒体不得不派人去报道事件时，难度就会增加。我们不仅找到了解决这个问题的办法 -- 一个有社会背景和足够有趣的独立媒体想参加的行动 -- 而且我们创造了一个如此具有破坏性的聚会点, 记者们强烈要求去报道。我们设计的公关策略将品牌留在了背景中，而不让它失去相关性，因为消费者直接将 “Deliciosa Calma” 活动的名称与 campofr í o 联系在一起。 结果 总体结果非常积极，让我们达到并超过了我们在开始时设定的目标。媒体和消费者非常好地接受了这个项目。1.媒体输出: 我们以友好的沟通语气为品牌实现了历史性的媒体报道: -超过 5800万人接触-超过 210 媒体影响-3.690.445 € 赢得媒体-超过 6.000 的影响和超过 5300万的印象在推特和 Facebook-13.017.863 对社交媒体的看法？ 脸谱网上 86,6% 的有机接触,一个全新的记录!？ youTube 2016 (谷歌西班牙) 中最受关注的视频 -- 趋势话题 13/05 因此，人们知道并认可了这场运动，最重要的是，它已经成为了开启这场辩论的推动者性别平等和和解等非常相关的主题，提请公众注意，超过 66% 的妇女感到压力，并将其放在突出位置。2.目标受众结果: -比国家广告增加了 11 页平均 执行 -首先，我们安排了与我们邀请的主要西班牙媒体的合作，包括与最重要的西班牙媒体的独家报道。此外，现场出现的著名西班牙女演员成为了该品牌的大使，我们安排了几家媒体的采访。 -在第二阶段，我们通过媒体高度分发的新闻稿宣布了项目的开始，鼓励人们参与这种 “一生一次” 的体验。-在第三阶段的就职典礼上，我们把三顿晚餐换成了媒体。第一场晚宴是为了文化，第二场是为了生活方式，第三场是为了创业。我们邀请了每桌一名记者来报道他们每个人的谈话，有影响力的西班牙妇女在谈话。西班牙的主要广播电台也报道了这一事件 活动描述 根据尼尔森的报告，66% 的西班牙女性认为自己压力很大，她们是欧洲压力最大的女性。根据加州大学的一项研究，“土耳其含有色氨酸，一种可以减轻压力的物质。因此，campofr í o 展示了 Deliciosa Calma，这家餐厅只使用减压配料。一家餐馆，通过它的菜肴可以释放工作和家庭生活的紧张关系，如工作和家庭生活、育儿责任、职业成功、做母亲的压力, 有一个完美的身体…… “我没有去健身房，因为我不想去，我会在有空的时候去…… 加入黑松露酱, “我们的消费者可以体验这种体验。Deliciosa Calma 成为了现实，在马德里的一个时尚街道上，门票在网上发布后就售罄了。均衡的饮食有助于减轻压力。也是一个平衡的社会。帕沃里奥，喂养另一个女人的模型。 相关性 Deliciosa Calma 以一种真正的方式接近所有女性的平静。这不仅仅是一个简单的运动，它是我们想和每个女人分享的一种行为方式。我们体验了一次，邀请所有类型的女性来享受，她们可以在餐馆度过一个放松的夜晚，远离担忧和问题。正义女性之间的完整体验。与消费者的联系如此之大，以至于所有女性都想在餐馆吃饭。这种经历鼓励女性在日常生活中消除担忧。 概要 Pavofrio 在西班牙支持土耳其产品，主要由女性消费。该产品本质上是 “低脂肪”，因此可以用于体重管理。但是在 2008年，我们决定以不同的方式关注女性。我们决定取消它们并帮助女性，而不是提倡饮食，这意味着推行刻板印象。Deliciosa Calma 是对女性宇宙的一种方法的结果。我们想了解这些无意识模式是什么导致了它们，导致了如此多的自我要求，试图达到一切，试图总是把这个更好的自我放在前面, 或通过不遵守来证明自己与规范，与什么是他们的期望。作为西班牙女性的盟友，Pavofrio 的目标巩固了 Pavofrio 作为女性帮凶品牌的定位，增加了对该品牌的偏好。在 RRSS 、社会和媒体中围绕活动进行对话。
Delicious Calm
案例简介：Strategy The PR strategy had the goal of amplifying the impact of the campaign in a way never seen before. The objective was to reach traditional communication channels with a content focused on women, the brand’s primary demographic target. Spreading a marketing campaign among traditional Spanish media outlets is a huge challenge since they tend to distrust brands. Also, the difficulty increases when the media have to send people over to cover events.Not only we found a solution to solve this issue –an action that counted with a social background and interesting enough so independent media outlets wanted to attend it– but we created a such disruptive meeting point that journalists highly demanded to go and to cover it. The PR strategy we designed left the brand in the background without letting it lose its relevance, as consumers directly associate the name of the campaign “Deliciosa Calma” with Campofrío. Outcome Overall results were remarkably positive, letting us reach and surpass the objectives we had set at the beginning. Media and consumers embraced the project amazingly good.1.Media Outputs:We achieved a historic media coverage for the brand in a friendly communications tone:-More than 58 million people were reached-More than 210 media impacts were obtained-3.690.445 € Earned Media -Over 6.000 impacts and over 53 million impressions in Twitter and Facebook-13.017.863 Views on social media?86,6% of organic reach on Facebook, a whole new record!?Most viewed video in YouTube 2016 (Google Spain)-Trending Topic 13/05As a result, people know and recognize the campaign and, most importantly, it has acted as an enabler to open the debate about very relevant topics such as gender equality and conciliation, drawing public attention to the fact that over 66% of women feel stressed and putting it on the spotlight.2.Target Audience Outcome:-Was increased by 11 pp over the national advertising average Execution -Firstly, we arranged collaborations with the main Spanish media we invited to attend the making-off of the spot, including a scoop with the most important Spanish media outlet. Besides, famous Spanish actresses who appeared in the spot became ambassadors of the brand, and we arranged interviews with several media.-During the second phase, we announced the start of the project through a press release, highly distributed by the media, that encouraged people to participate in this “once in a lifetime” experience. -During Phase 3, the inauguration, we converted the three dinners in levers for the media. The first dinner was dedicated to culture, the second one, to lifestyle and the third one, to entrepreneurship. We invited one journalist per table to cover the conversation that occurred in each of them, in which influential Spanish women were speaking. The main radio station of Spain covered the event too CampaignDescription According to the Nielsen report, 66% of spanish women consider themselves to be stressed, they are the most stressed women in Europe. Bassed in a study from California’s University “Turkey contains tryptophan, a substance which reduces stress. Therefore, Campofrío presents Deliciosa Calma, the restaurant that uses only stress-reducing ingredients. A restaurant where through its dishes can release workaday tensions such as work and family life, childcare responsibilities, professional success, pressure in the practice of motherhood, have a perfect body…“I didn´t go to the gym because I didn´t feel like it and I´ll go when I can… with black truffle sauce,”Our consumers could live that experience. Deliciosa Calma became a reality, in one of the fashionable streets of Madrid, the tickets sold out just after publishing on the web.A balanced diet helps reduce stress. A balanced society as well. Pavofrio, feeding another model of woman. Relevancy Deliciosa Calma approaches the calm to all women, in a real way. It is more than a simple campaign, it is a way of behavior that we want to share with each woman. We took an experience and invite all types of women to enjoy it, they could spend a relaxing evening in a restaurant, away from worries and problems. A completed experience between just women. The connection with consumers was so great that all women wanted to dinner in the restaurant. The experience encouraged women to take away the worries in the day to day. Synopsis Pavofrío endorses turkey product in Spain and is mainly consumed by women. The product is intrinsically “low fat” and therefore eaten for weight management. But in 2008 we decided to focus on women in different way. Instead of promoting diet which implies pushing a stereotype we decided to deactivate them and help women. Deliciosa Calma is the result of an approach to the universe of women. We wanted to understand what these unconscious patterns were that led to them, to self-demanding so much, to try to reach everything, to try to always put this better self ahead, or to justify oneself by not complying with the norm, with what is expected of them. Brief To be an ally of Spanish women Objectives Consolidate the positioning of Pavofrio as an accomplice brand of women increasing the preference for the brand. Generate conversation in RRSS, society and media around the campaign.
美味平静
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Delicious Calm
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基本信息
- 广告战役： #Campofrio-DM-c972#
- 广告品牌： Campofrio
- 发布日期： 2000
- 行业领域： 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 西班牙语
- 媒介平台： 网络
- 获得奖项：
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