Yellow Chocolate|短视频|广告营销案例【ADGuider广告指南】

黄色巧克力

案例简介：结果和有效性: 乔希证明了黄色可以帮助一个普通的家伙完成一项非凡的工作。他是新西兰十年来卖得最快的巧克力棒。人们花了 2 美元买实际上是直接营销的东西。超市售罄，酒吧将在网上以高达 320 美元的价格进行交易。80,000 在线粉丝，16,000 Facebook 粉丝，800 推特粉丝。这是最受关注的活动在新西兰有 61% 指出，27% 的人说它在日常对话中。在线使用率增长了 9%。优于前一年的活动，树屋餐厅。创意执行: 在国家早餐电视直播中，我们向一位非常普通的新西兰人提出了挑战，要求他只用在黄页中找到的业务来完成一个项目。我们请他制作并推出一款尝起来是黄色的巧克力棒。两周一次的电视节目突出了他的进步。这些人将消费者引向他专门建立的网站，在那里他们可以观看全长的 webisodes，与乔希聊天，就口味提出建议，并了解帮助他的企业。消费者也可以加入他在 Facebook 上的粉丝页面，注册推特。他的推文也被传送到经过特别修改的广告牌上。五个月后，他用自己的全国性活动推出了他的黄色巧克力，包括一个完全动画的 TVC 、户外和 POS。通过一家大型超市连锁店和服务站出售的黄色巧克力棒承载了乔希如何使用黄页创建它的故事。见解、战略和想法: 一代人在谷歌上长大。我们需要让黄色品牌在这一代人的心中保持活力。为了改变人们对黄页是一本过时的大书的看法，你的家人过去经常会找到东西，现在已经是一个现代的相关工具，无论是在线还是离线，都可以帮助任何人完成任何工作。我们不能就这么告诉这些愤世嫉俗的年轻人。我们必须证明这一点。所以我们做了一个真实的、实时的、引人入胜的产品演示，全国各地的新西兰人都可以观看、贡献和体验。

黄色巧克力

案例简介：Results and Effectiveness: Josh proved Yellow can help an ordinary bloke get an extraordinary job done. His was the fastest selling chocolate bar in New Zealand in ten years. People were paying $2 for what was actually a piece of direct marketing. Supermarkets sold out and bars would be traded online for up to $320. 80,000 followers online, 16,000 Facebook fans, 800 Twitter followers. It was the most talked-about campaign in New Zealand with 61% recall and 27% of people talking about it in everyday conversations. Online usage grew by 9%. Outperformed the preceding year’s campaign, The Treehouse Restaurant. Creative Execution: Live on national breakfast television we challenged a very average New Zealander to accomplish a project using only businesses he could find in the Yellow pages. We asked him to create and launch a chocolate bar that tasted of yellow. Fortnightly TV spots highlighted his progress. These pointed consumers to his purpose built website where they could watch full length webisodes, chat with Josh, make suggestions on flavours, and learn about the businesses that had helped him. Consumers could also join his fan page on Facebook and sign up for tweets. His tweets were also transmitted to specially modified billboards. Five months later, he launched his yellow tasting chocolate bar with his own nationwide campaign including a fully animated TVC, outdoor and POS. The yellow chocolate bar which sold through a major supermarket chain and service stations, carried the story of how Josh had created it using the Yellow pages. Insights, Strategy and the Idea: A generation is growing up googling everything. We needed to make and keep the Yellow brand alive in the hearts and minds of this generation. To move perceptions of the Yellow pages being an big antiquated book your folks used to find stuff, to now being a modern relevant tool, online and off, that can help anyone get any job done. We couldn’t just tell this young cynical audience this. We had to prove this. So we did with a real life, real time, engaging product demonstration that New Zealanders all around the country could watch, contribute to and experience.