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姓氏
案例简介：简介: Gerolsteiner 是德国领先的水品牌。但在比利时几乎不存在。在比利时找到 Gerolsteiner 并不容易。它只在一家零售商那里买到，即使在那里也很难找到。这个品牌已经好几年没有交流了，知名度很低 (4%)，有些人甚至把它和另一个德国品牌混在一起: “tonysteiner”。我们迫切需要再次推广该品牌。 实施: 我们必须对我们的品牌意识做些什么，我们完全理解了。我们发现比利时没有人被命名为 “gerolsteiner”。因此，我们发起了一场简单但富有挑战性的比赛: 第一个正式更名为 “Gerolsteiner” 的人收到了一辆保时捷 911。所有使用的频道都提供了信息，并且传达了同样的信息 “在 Gerolsteiner 中改变你的名字，赢得保时捷 911。继续 gerolsteiner.be。“我们利用互联网播种、广播和酒吧里的交流来发起比赛。 结果: 自发意识从 8 增加到 20%。当水利部门的平均支持率为 78% 时，这项运动的吸引力达到了 45%。多亏了一个博客，100 个其他博客和网站记者竞争。所有的国家报纸和广播电台都报道了比赛，并想采访一些参与者。甚至我们的邻国法国和荷兰也注意到了这场运动。在 10 天内，15.000 人点击了网站，300 人正式订阅了比赛。我们选择了其中的 200，我们正在支付他们所有的管理费。现在让我们等着看谁会是第一个。 为什么促销方法与产品最相关: 这是一个相关的想法，因为我们从产品真相开始。我们意识到几乎不存在的弱点是力量。Gerolsteiner 是一个罕见的水品牌，我们将利用它作为竞争优势。这个名字不为人知，甚至很少，从那里产生了这个想法。我们的主要竞争对手在电视上花了很多钱，我们没有钱。我们再次从我们的弱点作为优势。由于最初的想法和最初的实施，我们产生了比这个行业平均水平更受欢迎的东西。
姓氏
案例简介：Brief: Gerolsteiner is the leading water brand in Germany. But it’s almost inexistent in Belgium. It wasn't easy to find Gerolsteiner in Belgium. It was only available at one retailer, and even there it was very difficult to find. The brand hadn't communicated since years, the awareness was very low (4%), and some people even mixed it up with the other German brand: ‘Tonissteiner.’ We needed urgently to promote the brand again. Implementation: We had to do something about our brand name awareness, and we took it quite literally. We found out nobody in Belgium was named ‘Gerolsteiner’. So we launched a simple, but challenging competition: The first person who officially changes his name to “Gerolsteiner’ receives a Porsche 911. All the used channels were informative and had the same message “Change your name in Gerolsteiner and win a Porsche 911. Go on gerolsteiner.be.” We used internet seeding, radio and communication in bars to launch the competition. Results: The spontaneous awareness increased from 8 to 20%. The likability of the campaign reached 78% when the average in the water sector is 45%. Thanks to one blog, 100 other blogs and website reporter de competition. All the national newspapers and radio station reported the competition and wanted to interview some participants. Even our neighbours, France & the Netherlands noticed the campaign. In 10 days 15.000 people clicked on the website, and 300 persons officially subscribed to the competition. We selected 200 of them and we are paying all their administration fees. Now let’s wait to see who will be the first. Why the method of promotion was most relevant to the product: This is a relevant idea because we started from a product truth. We realized that the weakness of being almost inexistent is strength. Gerolsteiner is a rare water brand and we would use it as a competitive advantage. The name is not known and even rare and from there came the idea. Our main competitors are spending a lot of money in TV, we don’t have that money. Again we made from our weakness as a strength. We generated more likability than the average of the sector, thanks to an original idea and an original implementation.
Family Name
案例简介：简介: Gerolsteiner 是德国领先的水品牌。但在比利时几乎不存在。在比利时找到 Gerolsteiner 并不容易。它只在一家零售商那里买到，即使在那里也很难找到。这个品牌已经好几年没有交流了，知名度很低 (4%)，有些人甚至把它和另一个德国品牌混在一起: “tonysteiner”。我们迫切需要再次推广该品牌。 实施: 我们必须对我们的品牌意识做些什么，我们完全理解了。我们发现比利时没有人被命名为 “gerolsteiner”。因此，我们发起了一场简单但富有挑战性的比赛: 第一个正式更名为 “Gerolsteiner” 的人收到了一辆保时捷 911。所有使用的频道都提供了信息，并且传达了同样的信息 “在 Gerolsteiner 中改变你的名字，赢得保时捷 911。继续 gerolsteiner.be。“我们利用互联网播种、广播和酒吧里的交流来发起比赛。 结果: 自发意识从 8 增加到 20%。当水利部门的平均支持率为 78% 时，这项运动的吸引力达到了 45%。多亏了一个博客，100 个其他博客和网站记者竞争。所有的国家报纸和广播电台都报道了比赛，并想采访一些参与者。甚至我们的邻国法国和荷兰也注意到了这场运动。在 10 天内，15.000 人点击了网站，300 人正式订阅了比赛。我们选择了其中的 200，我们正在支付他们所有的管理费。现在让我们等着看谁会是第一个。 为什么促销方法与产品最相关: 这是一个相关的想法，因为我们从产品真相开始。我们意识到几乎不存在的弱点是力量。Gerolsteiner 是一个罕见的水品牌，我们将利用它作为竞争优势。这个名字不为人知，甚至很少，从那里产生了这个想法。我们的主要竞争对手在电视上花了很多钱，我们没有钱。我们再次从我们的弱点作为优势。由于最初的想法和最初的实施，我们产生了比这个行业平均水平更受欢迎的东西。
Family Name
案例简介：Brief: Gerolsteiner is the leading water brand in Germany. But it’s almost inexistent in Belgium. It wasn't easy to find Gerolsteiner in Belgium. It was only available at one retailer, and even there it was very difficult to find. The brand hadn't communicated since years, the awareness was very low (4%), and some people even mixed it up with the other German brand: ‘Tonissteiner.’ We needed urgently to promote the brand again. Implementation: We had to do something about our brand name awareness, and we took it quite literally. We found out nobody in Belgium was named ‘Gerolsteiner’. So we launched a simple, but challenging competition: The first person who officially changes his name to “Gerolsteiner’ receives a Porsche 911. All the used channels were informative and had the same message “Change your name in Gerolsteiner and win a Porsche 911. Go on gerolsteiner.be.” We used internet seeding, radio and communication in bars to launch the competition. Results: The spontaneous awareness increased from 8 to 20%. The likability of the campaign reached 78% when the average in the water sector is 45%. Thanks to one blog, 100 other blogs and website reporter de competition. All the national newspapers and radio station reported the competition and wanted to interview some participants. Even our neighbours, France & the Netherlands noticed the campaign. In 10 days 15.000 people clicked on the website, and 300 persons officially subscribed to the competition. We selected 200 of them and we are paying all their administration fees. Now let’s wait to see who will be the first. Why the method of promotion was most relevant to the product: This is a relevant idea because we started from a product truth. We realized that the weakness of being almost inexistent is strength. Gerolsteiner is a rare water brand and we would use it as a competitive advantage. The name is not known and even rare and from there came the idea. Our main competitors are spending a lot of money in TV, we don’t have that money. Again we made from our weakness as a strength. We generated more likability than the average of the sector, thanks to an original idea and an original implementation.
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