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办公室战争: 帮助德国享受工作乐趣
案例简介：结果和有效性 我们在推特、脸谱网和博客上引起了巨大的轰动，有成千上万的评论和推特。我们使用价值 850,000 € 的 NERF Blasters 赢得了对斯特龙伯格明星的广泛的前后广播媒体报道。该节目本身提供了 14 米高质量的接触 -- 56% 达到我们年轻的男性目标。我们创造了如此多的需求，以至于我们崩溃了官方斯特龙伯格在线商店的服务器。事实上，官方商店两次售罄。机密部分有更详细的数字，但我们提供了 NERF 有史以来最好的销售。NERF Blasters 现在是德国的标准办公设备。 创意执行 我们确定 Stromberg -- 相当于德国的办公室 -- 是我们目标观众必须观看的黄金时段节目。第五季是在两年的差距后制作的，预期是巨大的。我们在整个系列中嵌入了 NERF Blasters，并掀起了一场全国性的办公室战争热潮。当损害赔偿部门和私人客户部门之间的一场 NERF Blaster 战斗摧毁了一半的办公室时，整合达到顶峰。我们用智能搜索策略支持每一集，促使消费者在节目期间和每次播出后的几个小时内到亚马逊购买 “来自斯特罗姆伯格的 blaster”。我们还通过官方的斯特罗姆伯格商店出售 NERF 爆破器。最后，我们通过 Facebook 页面联系起来，500,000 的粉丝从主角贝恩德 · 斯特罗姆伯格那里得到了一条信息, 他说他不想让他的员工再打架，让他们有机会从节目中赢得爆裂声。 见解、战略和想法 NERF 爆破器是彩色玩具爆破器，可以发射泡沫飞镖或磁盘。然而，德国在放炮方面有历史 -- 两场主要战争意味着玩武器是一个令人不安的问题 -- 而且它们并不总是被视为适合儿童。妈妈们不愿购买。我们确定了两个清晰的见解，帮助我们确定并联系 NERF 的新目标。首先，我们意识到玩具爆炸器非常适合还没有真正长大的年轻人。其次，我们知道，刚刚开始工作生活的年轻人会发现坐在电脑屏幕前令人沮丧。他们需要发泄一下。这导致了我们的解决方案: 办公室战争 -- 五分钟的乐趣 -- 然后回到一些严肃的、德国的、艰苦的工作中。我们的策略将激励他们开始与 NERF Blasters 的战斗，作为完美的办公室配件。
办公室战争: 帮助德国享受工作乐趣
案例简介：Results and Effectiveness We generated massive buzz on Twitter, Facebook and blogs, with thousands of comments and tweets. We earned extensive pre and post-broadcast media coverage of the Stromberg stars using NERF Blasters valued at €850,000. The show itself delivered 14m high quality contacts - 56% reach of our young, male target. We created so much demand that we crashed the servers for the official Stromberg Online shop. In fact the official store sold out twice. There are more detailed numbers in the confidential section but we delivered NERF’s best-ever sales. NERF Blasters are now standard office equipment in Germany. Creative Execution We identified Stromberg – the German equivalent of The Office – as the must-watch primetime show for our target audience. Season 5 was being made after a two year gap and the anticipation was massive. We embedded NERF Blasters into the entire series and kicked off a national craze for office warfare. The integration peaked when a NERF Blaster battle between the Damages Division and the Private Clients Division destroyed half the office. We backed up each episode with a smart search strategy, driving consumers to Amazon to buy “the blaster from Stromberg” during the show and in the hours after each broadcast. We also sold NERF Blasters via the official Stromberg shop. Finally, we connected via the Facebook page, where 500,000 fans got a message from the main character himself, Bernd Stromberg, saying he didn’t want his staff fighting anymore and giving them the chance to win the blasters from the show. Insights, Strategy and the Idea NERF Blasters are colourful toy blasters that fire foam darts or disks. Germany, however, has history when it comes to blasters – two major wars means that playing with weapons is a troubling issue – and they are not always seen as appropriate for children. Mums were reluctant to buy. We identified two clear insights that helped us identify and connect with a new target for NERF. First, we realised that toy blaster were perfect for young men who hadn’t really grown up. Second, we knew that young men just starting their working lives could find sitting at a computer screen frustrating. They needed to let off steam. This led to our solution: Office Wars – five minutes of great fun – before getting back to some serious, German, hard work. Our strategy would inspire them to start the battle with NERF Blasters as the perfect office accessory.
OFFICE WAR: HELPING GERMANY HAVE FUN AT WORK
案例简介：结果和有效性 我们在推特、脸谱网和博客上引起了巨大的轰动，有成千上万的评论和推特。我们使用价值 850,000 € 的 NERF Blasters 赢得了对斯特龙伯格明星的广泛的前后广播媒体报道。该节目本身提供了 14 米高质量的接触 -- 56% 达到我们年轻的男性目标。我们创造了如此多的需求，以至于我们崩溃了官方斯特龙伯格在线商店的服务器。事实上，官方商店两次售罄。机密部分有更详细的数字，但我们提供了 NERF 有史以来最好的销售。NERF Blasters 现在是德国的标准办公设备。 创意执行 我们确定 Stromberg -- 相当于德国的办公室 -- 是我们目标观众必须观看的黄金时段节目。第五季是在两年的差距后制作的，预期是巨大的。我们在整个系列中嵌入了 NERF Blasters，并掀起了一场全国性的办公室战争热潮。当损害赔偿部门和私人客户部门之间的一场 NERF Blaster 战斗摧毁了一半的办公室时，整合达到顶峰。我们用智能搜索策略支持每一集，促使消费者在节目期间和每次播出后的几个小时内到亚马逊购买 “来自斯特罗姆伯格的 blaster”。我们还通过官方的斯特罗姆伯格商店出售 NERF 爆破器。最后，我们通过 Facebook 页面联系起来，500,000 的粉丝从主角贝恩德 · 斯特罗姆伯格那里得到了一条信息, 他说他不想让他的员工再打架，让他们有机会从节目中赢得爆裂声。 见解、战略和想法 NERF 爆破器是彩色玩具爆破器，可以发射泡沫飞镖或磁盘。然而，德国在放炮方面有历史 -- 两场主要战争意味着玩武器是一个令人不安的问题 -- 而且它们并不总是被视为适合儿童。妈妈们不愿购买。我们确定了两个清晰的见解，帮助我们确定并联系 NERF 的新目标。首先，我们意识到玩具爆炸器非常适合还没有真正长大的年轻人。其次，我们知道，刚刚开始工作生活的年轻人会发现坐在电脑屏幕前令人沮丧。他们需要发泄一下。这导致了我们的解决方案: 办公室战争 -- 五分钟的乐趣 -- 然后回到一些严肃的、德国的、艰苦的工作中。我们的策略将激励他们开始与 NERF Blasters 的战斗，作为完美的办公室配件。
OFFICE WAR: HELPING GERMANY HAVE FUN AT WORK
案例简介：Results and Effectiveness We generated massive buzz on Twitter, Facebook and blogs, with thousands of comments and tweets. We earned extensive pre and post-broadcast media coverage of the Stromberg stars using NERF Blasters valued at €850,000. The show itself delivered 14m high quality contacts - 56% reach of our young, male target. We created so much demand that we crashed the servers for the official Stromberg Online shop. In fact the official store sold out twice. There are more detailed numbers in the confidential section but we delivered NERF’s best-ever sales. NERF Blasters are now standard office equipment in Germany. Creative Execution We identified Stromberg – the German equivalent of The Office – as the must-watch primetime show for our target audience. Season 5 was being made after a two year gap and the anticipation was massive. We embedded NERF Blasters into the entire series and kicked off a national craze for office warfare. The integration peaked when a NERF Blaster battle between the Damages Division and the Private Clients Division destroyed half the office. We backed up each episode with a smart search strategy, driving consumers to Amazon to buy “the blaster from Stromberg” during the show and in the hours after each broadcast. We also sold NERF Blasters via the official Stromberg shop. Finally, we connected via the Facebook page, where 500,000 fans got a message from the main character himself, Bernd Stromberg, saying he didn’t want his staff fighting anymore and giving them the chance to win the blasters from the show. Insights, Strategy and the Idea NERF Blasters are colourful toy blasters that fire foam darts or disks. Germany, however, has history when it comes to blasters – two major wars means that playing with weapons is a troubling issue – and they are not always seen as appropriate for children. Mums were reluctant to buy. We identified two clear insights that helped us identify and connect with a new target for NERF. First, we realised that toy blaster were perfect for young men who hadn’t really grown up. Second, we knew that young men just starting their working lives could find sitting at a computer screen frustrating. They needed to let off steam. This led to our solution: Office Wars – five minutes of great fun – before getting back to some serious, German, hard work. Our strategy would inspire them to start the battle with NERF Blasters as the perfect office accessory.
办公室战争: 帮助德国享受工作乐趣
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OFFICE WAR: HELPING GERMANY HAVE FUN AT WORK
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