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宴会
案例简介：“Dilly Dilly!”: 新芽光短语将登陆英国 Bud Light 宣布推出全新的 ATL 活动 • 在美国受欢迎的接待后登陆英国 以中世纪为主题，该活动旨在为与朋友一起喝啤酒的场合注入乐趣和幽默，使用 “dilly dilly” 听着，听着!百威啤酒有限公司是百威英博优质啤酒组合的最新成员之一，宣布推出新的完全整合的营销活动，庆祝品牌的轻松个性 -- 所有这些都是受最新短语《风靡美国》的启发。 起源于美国的 “dilly dilly” 运动很快成为一种流行文化现象，从体育迷到名人，每个人都把这句话作为一种新的 “欢呼” 形式，引发了滚雪球效应。 由魏登 + 肯尼迪创作的英国电视广告将于 3月4日星期日在英国天空体育对曼城和切尔西的比赛期间发布。 迪利 · 迪利的 “宴会” 地点从王国的比赛日开始，皇室的朋友向国王和王后赠送礼物 -- 人群欢呼 “迪利 · 迪利! “当每位客人提供 Bud Light 之前，一个不幸的朋友会随机喝一杯五香蜂蜜蜂蜜酒。当送酒者被放逐到痛苦的深渊时，人群毫不犹豫地举起了一颗嫩芽的烤面包。 除了电视之外，更广泛的营销活动将包括电影、户外、印刷、公关和数字，投资范围包括 Facebook 、 Snapchat 、 YouTube 和 Instagram。在英国推出 Dilly Dilly 的多渠道战略预计将达到 39.3 (86%) 英国成年人。 百威英博营销经理安德烈 · 菲纳莫尔 (Andre Finamore) 表示: “百威之光就是幽默和友谊。在当今混乱的世界中，轻松心情的能力比以往任何时候都更重要，我们的 Dilly Dilly 活动挖掘了这一洞察力，旨在帮助消费者再次爱上啤酒。我们很高兴将迅速成为美国流行文化现象的东西带到我们的英国，并从中获得乐趣，所以请在 2018年继续关注 Bud Light 和 Dilly Dilly 的更多内容。” 该活动伴随着一个新的 Bud Light bottle 的推出，该瓶已经在杂货店和便利店的店内推出，使用与罐头格式相同的标志性设计和品牌, 去年抵达英国。 自从到达英国海岸后，巴德 · 莱特已经在注重健康的消费者中挖掘了日益增长的酒精节制趋势 -- 这是由千禧一代推动的趋势。在场外交易中，3.5% ABV 以下的啤酒和苹果酒在过去一年中销量增长了 37.2%，价值增长了 46.4%。 在 18-25 岁的千禧一代观众中享有很高的购买率，巴德 · 莱特一直是核心啤酒类别增长的主要驱动力, 每 10 个 Bud Light 买家中就有一个是新的啤酒 (9.3% 是新的啤酒，13.2% 是新的啤酒)。Bud Light 还拥有 29% 的强劲重复购买率，几乎是新品牌预期的两倍，这表明其日益增长的粉丝群，43% 的啤酒购物者只购买瓶子 *。 W + K 伦敦创意公司的马修 · 克莱默说: “为了支持瓶装巴德灯的推出，我们从 W + K 纽约发起了非常成功的 'Dilly Dilly' 活动, 并使用模拟中世纪语言和视觉效果将其改编成英国市场，以其俏皮的语调为基础。”
宴会
案例简介：‘Dilly Dilly!’: the new Bud Light phrase set to land in the UK • Bud Light announces launch of brand new ATL campaign • Landing in the UK following a popular reception from the US • Medieval themed, the campaign aims to inject fun and humour into beer drinking occasions with friends, with the phrase ‘Dilly Dilly’ Hear ye, hear ye! Bud Light, one of the latest additions to AB InBev’s premium beer portfolio, announces the launch of a new, fully integrated marketing campaign that celebrates the brand’s light-hearted personality – all inspired by the latest phrase taking the US by storm. Originating in the US, the ‘Dilly Dilly’ campaign quickly became a pop culture phenomenon with everyone from sports fans to celebrities adopting the phrase as a new form of “cheers”, sparking a snowball effect. Created by Weiden+Kennedy, the UK TV ad will launch in the UK on Sunday 4th March during the Manchester City vs. Chelsea game on Sky Sports. The Dilly Dilly ‘Banquet’ spot starts on game day in the kingdom, and friends of the royal family present gifts to the king and queen - the crowd cheers "Dilly Dilly!" as each guest offers up Bud Light until, one unfortunate friend bears a random, spiced honey mead wine. Without hesitation, the crowd raises a Bud Light toast as the wine giver is banished to the pit of misery. As well as TV, the broader marketing campaign will comprise cinema, OOH, print, PR and digital, with investment across Facebook, Snapchat, YouTube and Instagram. The multi-channel strategy to launch Dilly Dilly in the UK is predicted to reach 39.3m (86%) UK adults. Andre Finamore, AB InBev Marketing Manager, said: “Bud Light is all about humour and friendship. In today’s chaotic world, the ability to be light-hearted is more important than ever and our Dilly Dilly campaign taps into this insight and aims to help consumers fall in love with beer again. We’re excited to bring what has quickly become a pop culture phenomenon in the US over to our UK and have fun with it, so stay tuned for more from Bud Light and Dilly Dilly in 2018.” The campaign accompanies the launch of a new Bud Light bottle, which is already rolling out in-store across grocery and convenience, using the same iconic design and branding as the can format, which arrived in the UK last year. Since hitting UK shores, Bud Light has tapped into the growing trend of alcohol moderation amongst health-conscious consumers – a trend being driven by millennials. In the off-trade, beer and cider under 3.5% ABV has grown 37.2% in volume and 46.4% in value over the past year. Enjoying a high purchase rate among a millennial audience of 18-25 year olds, Bud Light has been the main driver of growth in the core lager category, with one in 10 Bud Light buyers new to beer (9.3% are new to beer and 13.2% are new to lager). Bud Light also holds a strong repeat purchase rate of 29%, nearly double to what is expected of a new brand and indicative of its growing fan base with 43% of lager shoppers buying bottles only*. Mathew Kramer, creative at W+K London, said: “To support the launch of Bud Light in bottles, we took the wildly successful 'Dilly Dilly" campaign from W+K New York, and adapted it to the UK market using mock-medieval language and visuals to build on its playful tone.”
Banquet
案例简介：“Dilly Dilly!”: 新芽光短语将登陆英国 Bud Light 宣布推出全新的 ATL 活动 • 在美国受欢迎的接待后登陆英国 以中世纪为主题，该活动旨在为与朋友一起喝啤酒的场合注入乐趣和幽默，使用 “dilly dilly” 听着，听着!百威啤酒有限公司是百威英博优质啤酒组合的最新成员之一，宣布推出新的完全整合的营销活动，庆祝品牌的轻松个性 -- 所有这些都是受最新短语《风靡美国》的启发。 起源于美国的 “dilly dilly” 运动很快成为一种流行文化现象，从体育迷到名人，每个人都把这句话作为一种新的 “欢呼” 形式，引发了滚雪球效应。 由魏登 + 肯尼迪创作的英国电视广告将于 3月4日星期日在英国天空体育对曼城和切尔西的比赛期间发布。 迪利 · 迪利的 “宴会” 地点从王国的比赛日开始，皇室的朋友向国王和王后赠送礼物 -- 人群欢呼 “迪利 · 迪利! “当每位客人提供 Bud Light 之前，一个不幸的朋友会随机喝一杯五香蜂蜜蜂蜜酒。当送酒者被放逐到痛苦的深渊时，人群毫不犹豫地举起了一颗嫩芽的烤面包。 除了电视之外，更广泛的营销活动将包括电影、户外、印刷、公关和数字，投资范围包括 Facebook 、 Snapchat 、 YouTube 和 Instagram。在英国推出 Dilly Dilly 的多渠道战略预计将达到 39.3 (86%) 英国成年人。 百威英博营销经理安德烈 · 菲纳莫尔 (Andre Finamore) 表示: “百威之光就是幽默和友谊。在当今混乱的世界中，轻松心情的能力比以往任何时候都更重要，我们的 Dilly Dilly 活动挖掘了这一洞察力，旨在帮助消费者再次爱上啤酒。我们很高兴将迅速成为美国流行文化现象的东西带到我们的英国，并从中获得乐趣，所以请在 2018年继续关注 Bud Light 和 Dilly Dilly 的更多内容。” 该活动伴随着一个新的 Bud Light bottle 的推出，该瓶已经在杂货店和便利店的店内推出，使用与罐头格式相同的标志性设计和品牌, 去年抵达英国。 自从到达英国海岸后，巴德 · 莱特已经在注重健康的消费者中挖掘了日益增长的酒精节制趋势 -- 这是由千禧一代推动的趋势。在场外交易中，3.5% ABV 以下的啤酒和苹果酒在过去一年中销量增长了 37.2%，价值增长了 46.4%。 在 18-25 岁的千禧一代观众中享有很高的购买率，巴德 · 莱特一直是核心啤酒类别增长的主要驱动力, 每 10 个 Bud Light 买家中就有一个是新的啤酒 (9.3% 是新的啤酒，13.2% 是新的啤酒)。Bud Light 还拥有 29% 的强劲重复购买率，几乎是新品牌预期的两倍，这表明其日益增长的粉丝群，43% 的啤酒购物者只购买瓶子 *。 W + K 伦敦创意公司的马修 · 克莱默说: “为了支持瓶装巴德灯的推出，我们从 W + K 纽约发起了非常成功的 'Dilly Dilly' 活动, 并使用模拟中世纪语言和视觉效果将其改编成英国市场，以其俏皮的语调为基础。”
Banquet
案例简介：‘Dilly Dilly!’: the new Bud Light phrase set to land in the UK • Bud Light announces launch of brand new ATL campaign • Landing in the UK following a popular reception from the US • Medieval themed, the campaign aims to inject fun and humour into beer drinking occasions with friends, with the phrase ‘Dilly Dilly’ Hear ye, hear ye! Bud Light, one of the latest additions to AB InBev’s premium beer portfolio, announces the launch of a new, fully integrated marketing campaign that celebrates the brand’s light-hearted personality – all inspired by the latest phrase taking the US by storm. Originating in the US, the ‘Dilly Dilly’ campaign quickly became a pop culture phenomenon with everyone from sports fans to celebrities adopting the phrase as a new form of “cheers”, sparking a snowball effect. Created by Weiden+Kennedy, the UK TV ad will launch in the UK on Sunday 4th March during the Manchester City vs. Chelsea game on Sky Sports. The Dilly Dilly ‘Banquet’ spot starts on game day in the kingdom, and friends of the royal family present gifts to the king and queen - the crowd cheers "Dilly Dilly!" as each guest offers up Bud Light until, one unfortunate friend bears a random, spiced honey mead wine. Without hesitation, the crowd raises a Bud Light toast as the wine giver is banished to the pit of misery. As well as TV, the broader marketing campaign will comprise cinema, OOH, print, PR and digital, with investment across Facebook, Snapchat, YouTube and Instagram. The multi-channel strategy to launch Dilly Dilly in the UK is predicted to reach 39.3m (86%) UK adults. Andre Finamore, AB InBev Marketing Manager, said: “Bud Light is all about humour and friendship. In today’s chaotic world, the ability to be light-hearted is more important than ever and our Dilly Dilly campaign taps into this insight and aims to help consumers fall in love with beer again. We’re excited to bring what has quickly become a pop culture phenomenon in the US over to our UK and have fun with it, so stay tuned for more from Bud Light and Dilly Dilly in 2018.” The campaign accompanies the launch of a new Bud Light bottle, which is already rolling out in-store across grocery and convenience, using the same iconic design and branding as the can format, which arrived in the UK last year. Since hitting UK shores, Bud Light has tapped into the growing trend of alcohol moderation amongst health-conscious consumers – a trend being driven by millennials. In the off-trade, beer and cider under 3.5% ABV has grown 37.2% in volume and 46.4% in value over the past year. Enjoying a high purchase rate among a millennial audience of 18-25 year olds, Bud Light has been the main driver of growth in the core lager category, with one in 10 Bud Light buyers new to beer (9.3% are new to beer and 13.2% are new to lager). Bud Light also holds a strong repeat purchase rate of 29%, nearly double to what is expected of a new brand and indicative of its growing fan base with 43% of lager shoppers buying bottles only*. Mathew Kramer, creative at W+K London, said: “To support the launch of Bud Light in bottles, we took the wildly successful 'Dilly Dilly" campaign from W+K New York, and adapted it to the UK market using mock-medieval language and visuals to build on its playful tone.”
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