Camelpower|短视频|广告营销案例【ADGuider广告指南】

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

Camelpower

案例简介：结果赢得媒体: 2.8 美元积极情绪: 93% 在网站上花费的平均时间: 12.2 分钟，比任何其他日产汽车发布平均时间高出 245%。 14% 领先一代到 SUV 沙漠阵容标签。 camelpower post 达到了 3.87 的参与率 (超过了我们在竞选期间的 SUV 竞争率的 2 倍) “日产沙漠阵容” 搜索:+ 13% 的搜索引擎在竞选 periodIn 仅一个月，巡逻 2016年的销售额增加了 79%，同期，和前一年的平均增长了一倍以上。 34% 更有可能向朋友/家人推荐日产的越野车。 awarenessTotal Reach (电视 + 社交) + 450 人的社交范围:+ 350 人在 GCC 的公关印象: + 22MNissan 品牌亲和力增加了 6%，37% 更有可能将日产描述为 “创新品牌”，26% 更有可能认为日产制造了最好的越野越野车。概要越野车是全球城市中的地位象征，中东也不例外。然而，这里最大的不同是沙漠驾驶不是许多人的选择; 沙漠赛车很常见，沙丘撞击是一种严肃的激情。当地的爱好者经常带着他们的越野车去沙漠证明他们的价值，这种竞争精神延伸到关于哪些汽车在沙丘上表现最好的持续和高度主观的辩论。这些争论尤其围绕着两辆汽车 -- 丰田的陆地巡洋舰和日产的巡逻车。如果你问任何一个年轻的当地人，巡逻队是无可争议的越野之王。但是如果你问我们，我们会说日产 -- 其产品组合包括纳瓦拉和 Super Safari -- 拥有终极沙漠系列。我们不想只是说出来，而是证明出来，一劳永逸地结束了这场辩论 -- 创造了世界上第一个衡量沙漠表现的单位。执行这不仅仅是一场运动。我们没有伪造科学，而是与工程师一起创建我们的公式，并精心进行实验。我们与专门标准化测量单位的政府部门阿联酋标准化和计量机构一起审查整个过程、实验和结果。为了推广这个概念，我们必须推广它背后的科学。《国家地理》纪录片帮助整个过程变得生动起来，为社交媒体创建了各种格式，每种格式都突出了实验的不同方面，最终引导用户进入 www。 camelpower。 ae，在那里他们可以了解更多关于单位，科学，最重要的是-日产的越野车。好像这还不够,Camelpower 单元本身成为了媒体本身，将人们引向日产。我们的越野车现在有了自己的平台来推广他们的越野性能。视频引发了这一趋势，随后是插图、网站和 POS。战略我们不仅需要在区域一级传播这一想法，而且需要在国际一级传播这一想法，以便得到倾听。单靠本地频道是做不了这份工作的。由于预算非常紧张，我们只有一个活动可以产生影响。有了精通汽车的越野法警观众，我们也需要尽可能可信。提出这样一个单元需要可信的第三方来源的大力支持，因此我们从开发开始就与国家地理和第三方工程师合作。我们与《国家地理》的合作包括一个媒体计划，该计划将在 2017年3月份推出，多次播放 11 分钟的视频和不同的一分钟剪辑。该单元最终将成为一个通信媒介本身，提高我们的越野车的性能。在发布会后，上述方法将在不同的方面复制，如社交、网络、离线和陈列室。相关性 Camelpower 不是一种新型汽车，也不是一种广告活动。这是日产汽车在全球范围内的一项突破。我们的创意团队没有在筒仓里工作来输出印刷广告和故事板，但是随着机械工程师使用应用科学来给汽车世界一些迄今为止所缺少的东西, 一个全新的单位来衡量汽车性能。通过推出这样一个单元，通过国家地理等非常规媒体，日产还创建了自己的新媒体，通过一个全新的单元 Camelpower 来提升他们的越野车的性能。活动描述我们向世界介绍了 Camelpower: 有史以来第一个在沙漠中测量汽车性能的单位 -- 作为一种全新的媒介来推广我们的汽车。按照马力发明者的例子，我们围绕一种真正的沙漠野兽 -- 骆驼 -- 开发了我们的单元。就像马力是用陆基实验与马进行对比一样, 我们基于沙子的实验使用骆驼，并遵循类似的科学方法为骆驼力量 (dCP) 创造了一个公式和价值。我们与日产工程师和第三方合作开发配方并进行现场测试 (会计对于沙子摩擦，时间，速度，重量和倾角)。一旦 1dCP 的值被确定，我们测量了日产顶级沙漠越野车的 dCP 值。在那里，我们有它。不仅是衡量越野车越野性能的经验方法，也是衡量其他每辆车的标准。

Camelpower

案例简介：Outcome Earned media: 2.8M USDPositive sentiment: 93% Average time spent on website: 12.2 minutes, 245% more than any other Nissan Car Launch average.with a 14% lead generation to SUV Desert Lineup Tabs.Camelpower posts reached an engagement rate of 3.87 (more than 2x our SUV competition rate during the campaign period)“Nissan Desert Lineup” Search: +13% on search engines during campaign periodIn only one month, Patrol sales increased 79% over the same period in 2016, and more than doubled over the average of the previous year.Were 34% more likely to recommend Nissan’s SUVs to their friends/family.AwarenessTotal Reach (TV + Social) + 450M peopleSocial Reach: + 350M peopleTotal PR Impression in the GCC: +22MNissan Brand Affinity increased by 6%Were 37% more likely to describe Nissan as an “innovative brand”Were 26% more likely to think that Nissan made the best off-road SUVs. Synopsis SUVs are status symbols in cities across the globe, and the Middle East is no exception. However, the big difference here is that desert driving isn’t an option for many; desert racing is common and dune bashing a serious passion. Local enthusiasts take their SUVs to the desert regularly to prove their worth, and that competitive spirit extends to constant and highly subjective debates as to which cars perform best on the dunes. These debates revolve around two cars in particular –Toyota’s Land Cruiser and Nissan’s Patrol. If you ask any young local, Patrol is the undisputed off-road king. But if you asked us, we’d say Nissan - with its portfolio including Navara and Super Safari- has the ultimate desert line-up. Period.And we didn’t want to just say it, but prove it, ending the debate once and for all – by creating the world’s first unit to measure desert performance. Execution This wasn’t approached purely as a campaign. We didn’t fake science, but worked along with engineers to create our formula and conduct our experiments meticulously. We vetted the entire process, experimentation and outcome with a governmental unit specialized in standardizing measurement units, Emirates Authority for Standardization & Metrology. To promote the concept, we had to promote the science behind it. The National Geographic documentary helped bring the entire process to life, with formats created for social media, each highlighting a different aspect of the experiment and ultimately leading users to www.camelpower.ae, where they could learn more about the unit, the science, and most importantly – Nissan’s SUVs.As if this wasn’t enough, the Camelpower unit itself became the media itself, pulling people towards Nissan. Our SUVs now had their own platform promoting their off-road performance. The video initiated the trend, and was followed by illustrations, the website and POS. Strategy We needed to spread this idea not only on a regional level, but also internationally to be heard. Local channels alone wouldn’t do the job. With a very tight budget, we had just one event with which to make an impact.With a car-savvy audience of off-road marshals, we also needed to be as credible as possible. Proposing such a unit would need strong support from trusted third-party sources, so we partnered with National Geographic and third-party Engineers from the start of development. Our partnership with National Geographic included a media plan rolling out through the month of March 2017 with multiple airings of an 11 minutes video and different one minute cut-downs. The unit would eventually become a communications medium itself, promoting the performance of our SUVs.After the launch event, the above approach would be replicated on different fronts than TV, such as Social, Web, Offline and showrooms. Relevancy Camelpower isn’t a new type of car, or an advertising campaign. It’s an automotive breakthrough created for Nissan with global reach and application. Our creative team didn’t work in silos to pump out print ads and storyboards, but with mechanical engineers using applied sciences to give the automotive world something it had been missing until now, an entirely new unit to measure automotive performance. By bringing forward such a unit, through unconventional media such as National Geographic, Nissan also created its own new media, promoting the performance of their SUVs through a brand-new unit, Camelpower. CampaignDescription We introduced Camelpower to the world: The first ever unit to measure automotive performance in the desert - acting as a wholly new medium to promote our vehicles.Following the example set by the inventor of horsepower, we developed our unit around a true desert beast, the camel. Just as horsepower was developed with land-based experiments benchmarked against a horse, our sand-based experiments used a camel and followed a similar scientific approach to create a formula and value for Camelpower (dCP). We worked with Nissan engineers and third parties to develop the formula and conducted field tests (accounting for sand friction, time, velocity, weight and inclination). Once a value for 1dCP was established, we measured the dCP value for Nissan’s top desert SUVs. There we had it. Not only an empirical way to measure the off-road performance of our SUVs, but a metric every other car could be measured against.