本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
大钟
案例简介：为什么这项工作与品牌体验和激活相关？ 对于塔可钟来说，没有什么东西能像其标志性的塔可钟钟声一样与众不同。当大本钟准备维修时，我们决定使用Taco钟编钟来复活举世闻名的钟-同时提醒全世界关于该品牌如此具有代表性的古怪幽默。声音设计师，隐身定向扬声器系统将体验式品牌激活变为现实。但这是值得的。 背景 情况: 塔可钟 (Taco Bell) 已抵达英国，但尚未在伦敦开设分店。 简介: 推动塔可钟 (Taco Bell) 在伦敦开设的第一家餐厅的大众意识和嗡嗡声，这与塔可钟 (Taco Bell) 以及日常的伦敦人都息息相关。 挑战: 在痴迷于伦敦的食物中，大多数人不会注意到另一条美国食物链的到来。在一个每天开餐馆的城市，围绕开业进行炒作将是一个挑战。更不用说伦敦人自豪地拥有领土-这将采取一种迷人而厚脸皮的方式-突破那些僵硬的上唇障碍! 目标: • 创建一个启动时刻，以激发阴谋和引发对话 (同时体现塔可钟著名的幽默感) • 确保媒体对新餐厅和品牌的积极关注 ·对首都各地餐馆开业的客流量产生积极影响 描述创意 (投票20%) 大本钟-可能是伦敦最具标志性的地标-正在维修。四年来，伦敦将缺少经典的每小时钟声 (称为威斯敏斯特区)，这些钟声为这座城市提供了配乐。对于世界上另一个伟大的钟-塔可钟-在首都首次亮相来说，这是多么美妙的时光。 如果我们能让伦敦人相信 -- 就一会儿 -- 他们心爱的钟声已经复活了呢？... 如果我们能令人信服地模仿大本钟的声音，捕捉公众的困惑，创造有趣的、可分享的在线内容来揭示事实上是塔可钟提供的，我们可以让伦敦人在我们的塔可餐厅吃饭… 描述策略 (投票20%) 塔可钟 (Taco Bell) 的品牌很好玩，厚脸皮和有趣。 目标受众 (伦敦人) 很忙，并且不受每天开设的新餐厅的影响…… 但是他们很有幽默感。我们想要一些史诗般的东西来阻止他们前进，让他们微笑。 塔可·贝尔 (Taco Bell) 以典型的古怪方式创造了一个幽默而引人注目的特技，发挥了伦敦传统的传统，地位和浮夸性。 伦敦人必须是信息的主要接受者，实时体验特技，导致阴谋和悬念。 特技通过在线电影和有针对性的媒体宣传 (赚取和付费) 得到了放大，因此贝尔网站本身的更多人体验了品牌特技。 完整的社交策略 (包括从Taco bell频道中删除Bell徽标) 意味着除了现场直播之外，还可以通过多个接触点体验 “特技”。 描述执行 (投票30%) 大本钟声音的真实性对激活的成功至关重要。 我们在专业音响工程师的帮助下，重新制作了塔可钟的叮当声，并模仿了著名的威斯敏斯特钟声。 然后，我们创建了一个伪装的定向音频网络，以建立来自稀薄空气的声音的错觉。…… 并将这些扬声器隐藏在每个伦敦人都忽略的东西中…… 人力车。 然后，我们向路人演奏了游击风格的钟声，看着随之而来的惊喜和困惑。 特技在伦敦跑了一整天，钟声每小时都在响。 特技的禁运释放揭示了激活的影响，并且通过影响者和媒体的放大使特技遍及全球。 列出结果 (投票30%) 业务成果 工作人员在开业当天不间断地为玉米饼服务八个小时，在队列中只有一个缺口之前 (哈默史密斯分公司) • 销售额比英国平均水平多70% (11月18日-1月19) ·交易比英国平均水平多60% 笔 (11月18日-1月19) • 在活动期间，Taco Bell UK网站上的唯一用户60% 增加 • 71% 增加在Taco Bell英国网站上的网络会话 应答率 • 与前一周相比，塔可钟在线搜索84% 增加。 • 40.7% 增加Taco Bell英国Instagram追随者 (主要社交平台) 媒体印象 • 160件作品获得英国媒体报道 (广播和文章) • 超过12亿赢得媒体印象 • 来自62个不同的社会覆盖范围的3870万 • 来自40个独立的有影响力的社会职位的500,000 + reach 30多名出席发布会的媒体人员
大钟
案例简介：Why is this work relevant for Brand Experience & Activation? For Taco Bell, few things are as distinctive for the brand as their iconic Taco Bell Chime. When Big Ben was down for repair, we decided to resurrect the world-famous bell using the Taco Bell chime - while reminding the world about the quirky kind of humour that is so representative for the brand. It took a sound designer, a stealth directed speaker system to bring the experiential brand activation to life. But it was worth it. Background Situation: Taco Bell had arrived in the UK but had not yet opened an outlet in London. Brief: Drive the mass awareness and buzz for Taco Bell's first London restaurant openings, in a way that felt relevant to Taco Bell but also to the everyday Londoner. Challenge: In food obsessed London, most people wouldn’t notice the arrival of another American food chain. Creating hype around the opening in a city where restaurants open every day was going to be a challenge. Not to mention the fact the Londoners are proudly territorial – it was going to take a charming and cheeky way-in to break through those stiff upper-lipped barriers! Objectives: • Create a launch moment to inspire intrigue and spark conversation (whilst epitomising Taco Bell's renowned sense of humour) • Secure positive media attention around the new restaurants and brand • Positively impact footfall for restaurants opening across the capital Describe the creative idea (20% of vote) Big Ben – probably London’s most iconic landmark – was down for repairs. For four years, London would be missing the classic hourly chimes (known as The Westminster Quarters) which offer a soundtrack to the city. What a fantastic time for the world’s other great bell – Taco Bell – to make their first appearance in the capital. What if we could make Londoners believe – just for a moment – that their beloved Bell had sprung back to life?... If we could convincingly mimic the sound of Big Ben, capture the public’s bewilderment and create playful, sharable online content to reveal that is was in fact Taco Bell who had offered up their bell, we could have Londoners eating out of our, well, taco restaurants… Describe the strategy (20% of vote) Taco Bell’s brand is playful, cheeky and fun. The target audience (Londoners) are busy and immune to new restaurant openings which happen daily...but they have a great sense of humour. We wanted something epic to stop them in their tracks and get them smiling. In their typical quirky manner, Taco Bell created a humorous and attention-earning stunt which played on the tradition, stature and pomposity of London's heritage. Londoners had to be the key recipients of the message, experiencing the stunt in real time, leading to intrigue and suspense. The stunt was amplified via online film and targeted media outreach (earned and paid), so that the brand stunt was experienced by many more people those at the bell site itself. A full social strategy (including removing the bell logo from Taco Bell channels) meant that the ‘stunt’ was experienced via multiple touchpoints, in addition to live. Describe the execution (30% of vote) Authenticity of the Big Ben bell sound was paramount to the activation’s success. We enlisted the help of a professional sound engineer, to remaster Taco Bell’s jingle and imitate the famous Westminster chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air.…and hid those speakers in something every Londoner ignores…rickshaws. Then we played the bells, guerrilla-style, to passers-by and watched the surprise and confusion ensue. The stunt ran for an entire day in London, with the bells chiming every hour, on the hour. Embargoed releases of the stunt reveal increased the activation’s impact, and amplification via influencers and media gave the stunt global reach. List the results (30% of vote) Business Outcomes • Staff serving tacos non-stop for EIGHT HOURS on opening day, before there was a single gap in the queue (Hammersmith branch) • 70% more sales than UK average (Nov 18-Jan19) • 60% more transactions than UK average (Nov 18-Jan19) • 60% increase in unique users on the Taco Bell UK website over the campaign period • 71% increase in web sessions on the Taco Bell UK website Response Rate • 84% increase in online searches for Taco Bell, as compared with the previous week. • 40.7% increase in Taco Bell UK Instagram followers (main social platform) Media Impressions • 160 pieces earned UK media coverage (broadcast & articles) • Over 1.2 billion earned media impressions • 38.7M total reach from 62 distinct pieces of earned social coverage • 500,000+ reach from 40 separate influencer social posts • 30+ media persons in attendance at launch
Big Bell
案例简介：为什么这项工作与品牌体验和激活相关？ 对于塔可钟来说，没有什么东西能像其标志性的塔可钟钟声一样与众不同。当大本钟准备维修时，我们决定使用Taco钟编钟来复活举世闻名的钟-同时提醒全世界关于该品牌如此具有代表性的古怪幽默。声音设计师，隐身定向扬声器系统将体验式品牌激活变为现实。但这是值得的。 背景 情况: 塔可钟 (Taco Bell) 已抵达英国，但尚未在伦敦开设分店。 简介: 推动塔可钟 (Taco Bell) 在伦敦开设的第一家餐厅的大众意识和嗡嗡声，这与塔可钟 (Taco Bell) 以及日常的伦敦人都息息相关。 挑战: 在痴迷于伦敦的食物中，大多数人不会注意到另一条美国食物链的到来。在一个每天开餐馆的城市，围绕开业进行炒作将是一个挑战。更不用说伦敦人自豪地拥有领土-这将采取一种迷人而厚脸皮的方式-突破那些僵硬的上唇障碍! 目标: • 创建一个启动时刻，以激发阴谋和引发对话 (同时体现塔可钟著名的幽默感) • 确保媒体对新餐厅和品牌的积极关注 ·对首都各地餐馆开业的客流量产生积极影响 描述创意 (投票20%) 大本钟-可能是伦敦最具标志性的地标-正在维修。四年来，伦敦将缺少经典的每小时钟声 (称为威斯敏斯特区)，这些钟声为这座城市提供了配乐。对于世界上另一个伟大的钟-塔可钟-在首都首次亮相来说，这是多么美妙的时光。 如果我们能让伦敦人相信 -- 就一会儿 -- 他们心爱的钟声已经复活了呢？... 如果我们能令人信服地模仿大本钟的声音，捕捉公众的困惑，创造有趣的、可分享的在线内容来揭示事实上是塔可钟提供的，我们可以让伦敦人在我们的塔可餐厅吃饭… 描述策略 (投票20%) 塔可钟 (Taco Bell) 的品牌很好玩，厚脸皮和有趣。 目标受众 (伦敦人) 很忙，并且不受每天开设的新餐厅的影响…… 但是他们很有幽默感。我们想要一些史诗般的东西来阻止他们前进，让他们微笑。 塔可·贝尔 (Taco Bell) 以典型的古怪方式创造了一个幽默而引人注目的特技，发挥了伦敦传统的传统，地位和浮夸性。 伦敦人必须是信息的主要接受者，实时体验特技，导致阴谋和悬念。 特技通过在线电影和有针对性的媒体宣传 (赚取和付费) 得到了放大，因此贝尔网站本身的更多人体验了品牌特技。 完整的社交策略 (包括从Taco bell频道中删除Bell徽标) 意味着除了现场直播之外，还可以通过多个接触点体验 “特技”。 描述执行 (投票30%) 大本钟声音的真实性对激活的成功至关重要。 我们在专业音响工程师的帮助下，重新制作了塔可钟的叮当声，并模仿了著名的威斯敏斯特钟声。 然后，我们创建了一个伪装的定向音频网络，以建立来自稀薄空气的声音的错觉。…… 并将这些扬声器隐藏在每个伦敦人都忽略的东西中…… 人力车。 然后，我们向路人演奏了游击风格的钟声，看着随之而来的惊喜和困惑。 特技在伦敦跑了一整天，钟声每小时都在响。 特技的禁运释放揭示了激活的影响，并且通过影响者和媒体的放大使特技遍及全球。 列出结果 (投票30%) 业务成果 工作人员在开业当天不间断地为玉米饼服务八个小时，在队列中只有一个缺口之前 (哈默史密斯分公司) • 销售额比英国平均水平多70% (11月18日-1月19) ·交易比英国平均水平多60% 笔 (11月18日-1月19) • 在活动期间，Taco Bell UK网站上的唯一用户60% 增加 • 71% 增加在Taco Bell英国网站上的网络会话 应答率 • 与前一周相比，塔可钟在线搜索84% 增加。 • 40.7% 增加Taco Bell英国Instagram追随者 (主要社交平台) 媒体印象 • 160件作品获得英国媒体报道 (广播和文章) • 超过12亿赢得媒体印象 • 来自62个不同的社会覆盖范围的3870万 • 来自40个独立的有影响力的社会职位的500,000 + reach 30多名出席发布会的媒体人员
Big Bell
案例简介：Why is this work relevant for Brand Experience & Activation? For Taco Bell, few things are as distinctive for the brand as their iconic Taco Bell Chime. When Big Ben was down for repair, we decided to resurrect the world-famous bell using the Taco Bell chime - while reminding the world about the quirky kind of humour that is so representative for the brand. It took a sound designer, a stealth directed speaker system to bring the experiential brand activation to life. But it was worth it. Background Situation: Taco Bell had arrived in the UK but had not yet opened an outlet in London. Brief: Drive the mass awareness and buzz for Taco Bell's first London restaurant openings, in a way that felt relevant to Taco Bell but also to the everyday Londoner. Challenge: In food obsessed London, most people wouldn’t notice the arrival of another American food chain. Creating hype around the opening in a city where restaurants open every day was going to be a challenge. Not to mention the fact the Londoners are proudly territorial – it was going to take a charming and cheeky way-in to break through those stiff upper-lipped barriers! Objectives: • Create a launch moment to inspire intrigue and spark conversation (whilst epitomising Taco Bell's renowned sense of humour) • Secure positive media attention around the new restaurants and brand • Positively impact footfall for restaurants opening across the capital Describe the creative idea (20% of vote) Big Ben – probably London’s most iconic landmark – was down for repairs. For four years, London would be missing the classic hourly chimes (known as The Westminster Quarters) which offer a soundtrack to the city. What a fantastic time for the world’s other great bell – Taco Bell – to make their first appearance in the capital. What if we could make Londoners believe – just for a moment – that their beloved Bell had sprung back to life?... If we could convincingly mimic the sound of Big Ben, capture the public’s bewilderment and create playful, sharable online content to reveal that is was in fact Taco Bell who had offered up their bell, we could have Londoners eating out of our, well, taco restaurants… Describe the strategy (20% of vote) Taco Bell’s brand is playful, cheeky and fun. The target audience (Londoners) are busy and immune to new restaurant openings which happen daily...but they have a great sense of humour. We wanted something epic to stop them in their tracks and get them smiling. In their typical quirky manner, Taco Bell created a humorous and attention-earning stunt which played on the tradition, stature and pomposity of London's heritage. Londoners had to be the key recipients of the message, experiencing the stunt in real time, leading to intrigue and suspense. The stunt was amplified via online film and targeted media outreach (earned and paid), so that the brand stunt was experienced by many more people those at the bell site itself. A full social strategy (including removing the bell logo from Taco Bell channels) meant that the ‘stunt’ was experienced via multiple touchpoints, in addition to live. Describe the execution (30% of vote) Authenticity of the Big Ben bell sound was paramount to the activation’s success. We enlisted the help of a professional sound engineer, to remaster Taco Bell’s jingle and imitate the famous Westminster chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air.…and hid those speakers in something every Londoner ignores…rickshaws. Then we played the bells, guerrilla-style, to passers-by and watched the surprise and confusion ensue. The stunt ran for an entire day in London, with the bells chiming every hour, on the hour. Embargoed releases of the stunt reveal increased the activation’s impact, and amplification via influencers and media gave the stunt global reach. List the results (30% of vote) Business Outcomes • Staff serving tacos non-stop for EIGHT HOURS on opening day, before there was a single gap in the queue (Hammersmith branch) • 70% more sales than UK average (Nov 18-Jan19) • 60% more transactions than UK average (Nov 18-Jan19) • 60% increase in unique users on the Taco Bell UK website over the campaign period • 71% increase in web sessions on the Taco Bell UK website Response Rate • 84% increase in online searches for Taco Bell, as compared with the previous week. • 40.7% increase in Taco Bell UK Instagram followers (main social platform) Media Impressions • 160 pieces earned UK media coverage (broadcast & articles) • Over 1.2 billion earned media impressions • 38.7M total reach from 62 distinct pieces of earned social coverage • 500,000+ reach from 40 separate influencer social posts • 30+ media persons in attendance at launch
大钟
暂无简介
Big Bell
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
