Overconfidence Cover|装置,活动|广告营销案例【ADGuider广告指南】

过度自信覆盖

案例简介：为什么这项工作与 Direct 相关？ RACV 过度自信封面为他们的品牌澳大利亚兽医医院找到了一个全新的直销渠道。我们通过与世界领先的设计师合作，包括《速度与激情》中的汽车设计师，创造了一系列铁杆绷带、锥体和轮椅，以此来庆祝冒险宠物,来自普里西拉沙漠女王和生活方式频道纹身明星邦迪墨水的服装设计师。每个绷带，锥形和轮椅都带有激活 RACV 过度自信的代码。背景简报是推出 RACV 宠物保险，这是市场上的一个新进入者。目标市场是所有澳大利亚宠物主人。因为其中 96% 的人根本没有为他们心爱的宠物提供健康保险。描述创意 (30% 的选票) 我们设计了成千上万的定制，坏的兽医产品。然后把它们放在他们聚集的一个地方 -- 动物医院 -- 受伤的动物身上。所有人都将推出 RACV 过度自信的封面。第一个承认动物疯狂的宠物保险 -- 也没有给它们投保。我们过于自信的兽医用品包括绷带、锥体和轮椅，通过与世界领先的设计师合作来庆祝冒险宠物，包括《速度与激情》中的汽车设计师,来自普里西拉的服装设计师沙漠女王和生活方式频道纹身明星邦迪墨水。然后我们通过十家澳大利亚动物医院分发了这个系列描述策略 (20% 的选票) 我们去了目标市场所在的地方。在这种情况下，疯狂的宠物。你在哪里可以找到它们的最高浓度？在动物医院。所以我们在那里分发我们的产品。描述执行情况 (20% 的选票) 每个绷带，锥形和轮椅都带有一个激活过度自信的代码。兽医在病人身上使用医疗级产品。穿着坚韧兽医用品的修补过的宠物通过他们骄傲的主人的社交媒体账户成为了该品牌值得 Instagram 的大使。他们也成为了包括电视、展示和社交在内的主要广告活动的明星。列出结果 (30% 的选票) 业务影响-销售、捐赠、网站流量/回复率/行为变化 150 字数限制。该运动于 2019年1月发起。数以千计过于自信的兽医用品 (包括绷带、锥体和轮椅) 被送到澳大利亚动物医院。每个产品都包含一个激活 RACV 过度自信封面的代码。 640万媒体印象销售额同比增长 350% 增长速度比类别标准快 17%

过度自信覆盖

案例简介：Why is this work relevant for Direct? RACV Overconfidence Cover found a completely new, direct sales channel for their brand – Australian Veterinary Hospitals. We created a range of hardcore bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Each bandage, cone and wheelchair came with a code that activated RACV Overconfidence Cover. Background The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. Because 96% of them had no health cover at all for their beloved pets. Describe the creative idea (30% of vote) We designed thousands of bespoke, badass veterinary products. Then fitted them to injured animals at the one place they all congregate – the animal hospital. All to launch RACV Overconfidence Cover. The first pet insurance that acknowledged animals are batshit crazy – and so is not insuring them. Our Overconfident Vet Supplies included bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, the costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Then we distributed the range via ten Australian animal hospitals Describe the strategy (20% of vote) We went where our target market were. In this case, crazy pets. Where can you find the highest concentration of them? At the Animal Hospital. So we distributed our products there. Describe the execution (20% of vote) Each bandage, cone and wheelchair came with a code that activated Overconfidence Cover. Vets used the medical-grade products on their patients. And the patched up pets wearing the tough vet supplies became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. They also became the stars of a major advertising campaign that included TVCs, display and social. List the results (30% of vote) Business impact - sales, donations, site traffic / Response rate / Change in behaviour 150 word limit. The campaign launched in January, 2019. Thousands of Overconfident Vet Supplies (including bandages, cones and wheelchairs) were delivered to Australian animal hospitals. Each product included a code to activate RACV Overconfidence Cover. 6.4 million media impressions 350% increase in sales year-on-year Growth 17% faster than the category norm