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大铃铛
案例简介：为什么这项工作与品牌体验和激活相关？ 对于Taco Bell来说，很少有东西像其标志性的Taco Bell Chime一样具有品牌特色。当大本钟进行维修时，我们决定使用塔可钟的钟声来复活举世闻名的钟声-同时提醒世界关于该品牌如此具有代表性的古怪幽默。需要一位声音设计师，一种隐形的扬声器系统才能将体验式的品牌激活带入生活。但这是值得的。 背景 情况: Taco Bell已经抵达英国，但尚未在伦敦开设分店。 简介: Taco Bell在伦敦的第一家餐厅开业，以一种与Taco Bell相关的方式，也与日常伦敦人相关的方式，提高了大众的知名度和嗡嗡声。 挑战: 在食物痴迷的伦敦，大多数人不会注意到另一个美国食物链的到来。在一个每天都有餐馆营业的城市里，围绕开业进行炒作将是一个挑战。更不用说伦敦人自豪地拥有领土的事实-要突破那些僵硬的上唇障碍，它将采取一种迷人而厚颜无耻的方式! 目标: • 创造一个启动时刻，激发阴谋和火花对话 (同时体现塔可钟著名的幽默感) • 确保媒体对新餐厅和品牌的积极关注 • 对首都各地开业的餐馆产生积极影响 描述创意 (投票20%) 大本钟-可能是伦敦最具标志性的地标-正在进行维修。四年来，伦敦将错过经典的每小时钟声 (称为威斯敏斯特区)，它为这座城市提供了配乐。对于世界上另一个伟大的钟声-塔可钟-首次出现在首都，这是多么美妙的时刻。 如果我们可以让伦敦人相信-只是片刻-他们心爱的钟声已经复活了，那该怎么办？... 如果我们能够令人信服地模仿大本钟的声音，捕捉公众的困惑，并创建有趣的，可共享的在线内容，以揭示实际上是Taco Bell提供了他们的钟声，我们可以让伦敦人在我们的taco餐厅用餐… 描述策略 (投票20%) Taco Bell的品牌好玩，厚脸皮和有趣。 目标受众 (伦敦人) 很忙，对每天发生的新餐厅开业免疫。但他们有很强的幽默感。我们想要一些史诗般的东西来阻止他们前进，让他们微笑。 Taco Bell以其典型的古怪方式创造了一种幽默而引人注目的特技，发挥了伦敦传统的传统，地位和地位。 伦敦人必须是消息的主要接收者，实时体验特技，导致阴谋和悬念。 特技通过在线电影和有针对性的媒体宣传 (赚取和付费) 被放大，因此品牌特技被更多的人体验到，那些在贝尔网站本身的人。 完整的社交策略 (包括从Taco bell频道中删除Bell徽标) 意味着除了live之外，还可以通过多个接触点体验 “特技”。 描述执行情况 (投票30%) 大本钟声音的真实性对于激活的成功至关重要。 我们在专业音响工程师的帮助下，重新制作了塔可钟的叮当声，并模仿了著名的威斯敏斯特钟声。 然后，我们创建了一个伪装的定向音频网络，以建立从稀薄的空气中发出声音的幻觉…… 并将这些扬声器隐藏在每个伦敦人都忽略的东西中…… 人力车。 然后，我们向路人演奏了游击队式的钟声，看着惊喜和困惑随之而来。 这个特技在伦敦跑了一整天，钟声每小时敲响一次。 特技的禁运释放揭示了激活的影响，通过影响者和媒体的放大使特技在全球范围内传播。 列出结果 (投票30%) 业务成果 • 工作人员在开放日不间断地为炸玉米饼服务8个小时，然后队列中只有一个空白 (Hammersmith分支) • 销售额比英国平均水平多70% (11月18日-1月19日) • 比英国平均水平多60% 笔交易 (11月18日-1月19日) • 在活动期间，Taco Bell UK网站上的独特用户60% 增加 • Taco Bell UK网站上的网络会话71% 增加 响应率 • 与前一周相比，Taco Bell的在线搜索量84% 增加。 • Taco Bell英国Instagram粉丝 (主要社交平台) 40.7% 增加 媒体印象 • 160件作品获得英国媒体报道 (广播和文章) • 超过12亿次获得媒体印象 从62个不同的获得的社会保险中获得700万总覆盖率 • 从40个独立的影响者社交帖子中获得500,000 + 30 + 媒体人员出席发布会
大铃铛
案例简介：Why is this work relevant for Brand Experience & Activation? For Taco Bell, few things are as distinctive for the brand as their iconic Taco Bell Chime. When Big Ben was down for repair, we decided to resurrect the world-famous bell using the Taco Bell chime - while reminding the world about the quirky kind of humour that is so representative for the brand. It took a sound designer, a stealth directed speaker system to bring the experiential brand activation to life. But it was worth it. Background Situation: Taco Bell had arrived in the UK but had not yet opened an outlet in London. Brief: Drive the mass awareness and buzz for Taco Bell's first London restaurant openings, in a way that felt relevant to Taco Bell but also to the everyday Londoner. Challenge: In food obsessed London, most people wouldn’t notice the arrival of another American food chain. Creating hype around the opening in a city where restaurants open every day was going to be a challenge. Not to mention the fact the Londoners are proudly territorial – it was going to take a charming and cheeky way-in to break through those stiff upper-lipped barriers! Objectives: • Create a launch moment to inspire intrigue and spark conversation (whilst epitomising Taco Bell's renowned sense of humour) • Secure positive media attention around the new restaurants and brand • Positively impact footfall for restaurants opening across the capital Describe the creative idea (20% of vote) Big Ben – probably London’s most iconic landmark – was down for repairs. For four years, London would be missing the classic hourly chimes (known as The Westminster Quarters) which offer a soundtrack to the city. What a fantastic time for the world’s other great bell – Taco Bell – to make their first appearance in the capital. What if we could make Londoners believe – just for a moment – that their beloved Bell had sprung back to life?... If we could convincingly mimic the sound of Big Ben, capture the public’s bewilderment and create playful, sharable online content to reveal that is was in fact Taco Bell who had offered up their bell, we could have Londoners eating out of our, well, taco restaurants… Describe the strategy (20% of vote) Taco Bell’s brand is playful, cheeky and fun. The target audience (Londoners) are busy and immune to new restaurant openings which happen daily...but they have a great sense of humour. We wanted something epic to stop them in their tracks and get them smiling. In their typical quirky manner, Taco Bell created a humorous and attention-earning stunt which played on the tradition, stature and pomposity of London's heritage. Londoners had to be the key recipients of the message, experiencing the stunt in real time, leading to intrigue and suspense. The stunt was amplified via online film and targeted media outreach (earned and paid), so that the brand stunt was experienced by many more people those at the bell site itself. A full social strategy (including removing the bell logo from Taco Bell channels) meant that the ‘stunt’ was experienced via multiple touchpoints, in addition to live. Describe the execution (30% of vote) Authenticity of the Big Ben bell sound was paramount to the activation’s success. We enlisted the help of a professional sound engineer, to remaster Taco Bell’s jingle and imitate the famous Westminster chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air.…and hid those speakers in something every Londoner ignores…rickshaws. Then we played the bells, guerrilla-style, to passers-by and watched the surprise and confusion ensue. The stunt ran for an entire day in London, with the bells chiming every hour, on the hour. Embargoed releases of the stunt reveal increased the activation’s impact, and amplification via influencers and media gave the stunt global reach. List the results (30% of vote) Business Outcomes • Staff serving tacos non-stop for EIGHT HOURS on opening day, before there was a single gap in the queue (Hammersmith branch) • 70% more sales than UK average (Nov 18-Jan19) • 60% more transactions than UK average (Nov 18-Jan19) • 60% increase in unique users on the Taco Bell UK website over the campaign period • 71% increase in web sessions on the Taco Bell UK website Response Rate • 84% increase in online searches for Taco Bell, as compared with the previous week. • 40.7% increase in Taco Bell UK Instagram followers (main social platform) Media Impressions • 160 pieces earned UK media coverage (broadcast & articles) • Over 1.2 billion earned media impressions • 38.7M total reach from 62 distinct pieces of earned social coverage • 500,000+ reach from 40 separate influencer social posts • 30+ media persons in attendance at launch
Big Bell
案例简介：为什么这项工作与品牌体验和激活相关？ 对于Taco Bell来说，很少有东西像其标志性的Taco Bell Chime一样具有品牌特色。当大本钟进行维修时，我们决定使用塔可钟的钟声来复活举世闻名的钟声-同时提醒世界关于该品牌如此具有代表性的古怪幽默。需要一位声音设计师，一种隐形的扬声器系统才能将体验式的品牌激活带入生活。但这是值得的。 背景 情况: Taco Bell已经抵达英国，但尚未在伦敦开设分店。 简介: Taco Bell在伦敦的第一家餐厅开业，以一种与Taco Bell相关的方式，也与日常伦敦人相关的方式，提高了大众的知名度和嗡嗡声。 挑战: 在食物痴迷的伦敦，大多数人不会注意到另一个美国食物链的到来。在一个每天都有餐馆营业的城市里，围绕开业进行炒作将是一个挑战。更不用说伦敦人自豪地拥有领土的事实-要突破那些僵硬的上唇障碍，它将采取一种迷人而厚颜无耻的方式! 目标: • 创造一个启动时刻，激发阴谋和火花对话 (同时体现塔可钟著名的幽默感) • 确保媒体对新餐厅和品牌的积极关注 • 对首都各地开业的餐馆产生积极影响 描述创意 (投票20%) 大本钟-可能是伦敦最具标志性的地标-正在进行维修。四年来，伦敦将错过经典的每小时钟声 (称为威斯敏斯特区)，它为这座城市提供了配乐。对于世界上另一个伟大的钟声-塔可钟-首次出现在首都，这是多么美妙的时刻。 如果我们可以让伦敦人相信-只是片刻-他们心爱的钟声已经复活了，那该怎么办？... 如果我们能够令人信服地模仿大本钟的声音，捕捉公众的困惑，并创建有趣的，可共享的在线内容，以揭示实际上是Taco Bell提供了他们的钟声，我们可以让伦敦人在我们的taco餐厅用餐… 描述策略 (投票20%) Taco Bell的品牌好玩，厚脸皮和有趣。 目标受众 (伦敦人) 很忙，对每天发生的新餐厅开业免疫。但他们有很强的幽默感。我们想要一些史诗般的东西来阻止他们前进，让他们微笑。 Taco Bell以其典型的古怪方式创造了一种幽默而引人注目的特技，发挥了伦敦传统的传统，地位和地位。 伦敦人必须是消息的主要接收者，实时体验特技，导致阴谋和悬念。 特技通过在线电影和有针对性的媒体宣传 (赚取和付费) 被放大，因此品牌特技被更多的人体验到，那些在贝尔网站本身的人。 完整的社交策略 (包括从Taco bell频道中删除Bell徽标) 意味着除了live之外，还可以通过多个接触点体验 “特技”。 描述执行情况 (投票30%) 大本钟声音的真实性对于激活的成功至关重要。 我们在专业音响工程师的帮助下，重新制作了塔可钟的叮当声，并模仿了著名的威斯敏斯特钟声。 然后，我们创建了一个伪装的定向音频网络，以建立从稀薄的空气中发出声音的幻觉…… 并将这些扬声器隐藏在每个伦敦人都忽略的东西中…… 人力车。 然后，我们向路人演奏了游击队式的钟声，看着惊喜和困惑随之而来。 这个特技在伦敦跑了一整天，钟声每小时敲响一次。 特技的禁运释放揭示了激活的影响，通过影响者和媒体的放大使特技在全球范围内传播。 列出结果 (投票30%) 业务成果 • 工作人员在开放日不间断地为炸玉米饼服务8个小时，然后队列中只有一个空白 (Hammersmith分支) • 销售额比英国平均水平多70% (11月18日-1月19日) • 比英国平均水平多60% 笔交易 (11月18日-1月19日) • 在活动期间，Taco Bell UK网站上的独特用户60% 增加 • Taco Bell UK网站上的网络会话71% 增加 响应率 • 与前一周相比，Taco Bell的在线搜索量84% 增加。 • Taco Bell英国Instagram粉丝 (主要社交平台) 40.7% 增加 媒体印象 • 160件作品获得英国媒体报道 (广播和文章) • 超过12亿次获得媒体印象 从62个不同的获得的社会保险中获得700万总覆盖率 • 从40个独立的影响者社交帖子中获得500,000 + 30 + 媒体人员出席发布会
Big Bell
案例简介：Why is this work relevant for Brand Experience & Activation? For Taco Bell, few things are as distinctive for the brand as their iconic Taco Bell Chime. When Big Ben was down for repair, we decided to resurrect the world-famous bell using the Taco Bell chime - while reminding the world about the quirky kind of humour that is so representative for the brand. It took a sound designer, a stealth directed speaker system to bring the experiential brand activation to life. But it was worth it. Background Situation: Taco Bell had arrived in the UK but had not yet opened an outlet in London. Brief: Drive the mass awareness and buzz for Taco Bell's first London restaurant openings, in a way that felt relevant to Taco Bell but also to the everyday Londoner. Challenge: In food obsessed London, most people wouldn’t notice the arrival of another American food chain. Creating hype around the opening in a city where restaurants open every day was going to be a challenge. Not to mention the fact the Londoners are proudly territorial – it was going to take a charming and cheeky way-in to break through those stiff upper-lipped barriers! Objectives: • Create a launch moment to inspire intrigue and spark conversation (whilst epitomising Taco Bell's renowned sense of humour) • Secure positive media attention around the new restaurants and brand • Positively impact footfall for restaurants opening across the capital Describe the creative idea (20% of vote) Big Ben – probably London’s most iconic landmark – was down for repairs. For four years, London would be missing the classic hourly chimes (known as The Westminster Quarters) which offer a soundtrack to the city. What a fantastic time for the world’s other great bell – Taco Bell – to make their first appearance in the capital. What if we could make Londoners believe – just for a moment – that their beloved Bell had sprung back to life?... If we could convincingly mimic the sound of Big Ben, capture the public’s bewilderment and create playful, sharable online content to reveal that is was in fact Taco Bell who had offered up their bell, we could have Londoners eating out of our, well, taco restaurants… Describe the strategy (20% of vote) Taco Bell’s brand is playful, cheeky and fun. The target audience (Londoners) are busy and immune to new restaurant openings which happen daily...but they have a great sense of humour. We wanted something epic to stop them in their tracks and get them smiling. In their typical quirky manner, Taco Bell created a humorous and attention-earning stunt which played on the tradition, stature and pomposity of London's heritage. Londoners had to be the key recipients of the message, experiencing the stunt in real time, leading to intrigue and suspense. The stunt was amplified via online film and targeted media outreach (earned and paid), so that the brand stunt was experienced by many more people those at the bell site itself. A full social strategy (including removing the bell logo from Taco Bell channels) meant that the ‘stunt’ was experienced via multiple touchpoints, in addition to live. Describe the execution (30% of vote) Authenticity of the Big Ben bell sound was paramount to the activation’s success. We enlisted the help of a professional sound engineer, to remaster Taco Bell’s jingle and imitate the famous Westminster chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air.…and hid those speakers in something every Londoner ignores…rickshaws. Then we played the bells, guerrilla-style, to passers-by and watched the surprise and confusion ensue. The stunt ran for an entire day in London, with the bells chiming every hour, on the hour. Embargoed releases of the stunt reveal increased the activation’s impact, and amplification via influencers and media gave the stunt global reach. List the results (30% of vote) Business Outcomes • Staff serving tacos non-stop for EIGHT HOURS on opening day, before there was a single gap in the queue (Hammersmith branch) • 70% more sales than UK average (Nov 18-Jan19) • 60% more transactions than UK average (Nov 18-Jan19) • 60% increase in unique users on the Taco Bell UK website over the campaign period • 71% increase in web sessions on the Taco Bell UK website Response Rate • 84% increase in online searches for Taco Bell, as compared with the previous week. • 40.7% increase in Taco Bell UK Instagram followers (main social platform) Media Impressions • 160 pieces earned UK media coverage (broadcast & articles) • Over 1.2 billion earned media impressions • 38.7M total reach from 62 distinct pieces of earned social coverage • 500,000+ reach from 40 separate influencer social posts • 30+ media persons in attendance at launch
大铃铛
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