Maestros Academy|短视频|广告营销案例【ADGuider广告指南】

Maestros 学院

案例简介：描述客户的简报: 三星是一个领先的技术品牌，其营销方法一直专注于推出产品和功能。这个品牌需要对人们更加平易近人，以便让他们抓住它的人性一面: 一个设计科技产品来推出人们，加速他们在现实生活中的可能性的品牌。目标受众既来自现有客户，也来自新客户，以引人入胜和有价值的方式告知特定的产品功能和核心品牌价值, 解决意大利的一个关键问题，并通过技术为年轻人的人才赋权提供了巨大的机会。创意执行: “三星 Maestros Academy” 是第一个数字平台，年轻的人才可以通过技术学习如何成为 “意大利制造” 的下一个大师，也是唯一一个拥有如此广泛的古代内容的地方工艺品。Maestros 展示了两代人一起工作的力量，得益于技术，在 Discovery-Italia 频道上播出了 12 个品牌的故事，以及引发了米兰设计周活动好奇心的几件创新设计作品。我们的教育内容提高了消费者对特定产品的认识 -- 功能以及品牌相关性和声誉，将三星品牌提升到人们天赋的强大提升。简短/目标的创造性解决方案: 我们的目标是重新连接两代人，维护 “意大利制造” 的未来，培养新一代意大利工匠。我们使用三星技术连接伟大的手工制作大师和年轻的人才，创新意大利遗产，以更聪明的方式教授古代工艺品。由于丰富的 40 个视频教程和现场互动课程，我们在引人入胜的在线体验中转变了一个宝贵的传统，为三星技术支持的两代人成功的伟大故事铺平了道路。预计的反应是激励许多年轻的人才来保护和创新意大利最伟大的遗产，甚至产生优秀的设计作品。结果: 该学院在几天内与超过 100万的 Youtube 浏览量、 450万的 FB 用户、 600万的电视观众和 3000万的意大利媒体印象进行了一次伟大的对话。在所有互动课程中，用户都会就他们通过平台学到的东西提出非常具体的问题。几乎 50% 的现场课程参与者要求 Maestros 成为学徒，平均比现有职位高出 300%。Maestros 激励了许多年轻的天才来保护和创新意大利最伟大的遗产，其中 12 件作品产生了令人惊叹的设计作品，给社会观众留下了深刻的印象，甚至米兰设计周活动也留下了深刻的印象。

Maestros 学院

案例简介：Describe the brief from the client: Samsung is a leading technology brand whose marketing approach has always focused on launching products and features. This brand needed to be more approachable for people so as to let them capture its human side: a brand that designs its technological products to launch people, to accelerate their possibilities in real life. The target audience was drawn both from existing customers and new ones, informing about specific product features as well as core brand values in an engaging and valuable way, addressing a crucial Italian problem and offering great chances to empower young people’s talent through technology. Creative Execution: “Samsung Maestros Academy” is the first digital platform where young talents can learn how to become the next masters of “Made in Italy” through technology and the only place with such an extensive content about ancient crafts. Maestros demonstrated the power of two generations working together thanks to technology, with 12 branded stories aired on Discovery-Italia Channels and several innovative design pieces that triggered the curiosity of the Milan Design Week event. Our educational content enhanced the consumer awareness on specific products-features as well as the brand relevance and reputation, elevating Samsung brand to a powerful enhancer of people’s talent. Creative Solution to the Brief/Objective: We aimed to reconnect two generations, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. We used Samsung technology to connect great handcrafting masters and young talents, innovating Italian heritage and teaching ancient crafts in a smarter way. We turned an invaluable tradition in an engaging online experience, thanks to extensive 40 video-tutorials and live interactive lessons, paving the way for great stories of success connecting two generations, enabled by Samsung technology. The projected response was to inspire many young talents to preserve and innovate the greatest Italian heritage, generating even outstanding design pieces. Results: The academy generated a great conversation With more than 1 million Youtube-views in few days, 4.5 million FB-users reached, 6 million TV-viewers and 30 million media impressions in Italy alone. During all interactive lessons, users asked very specific questions regarding what they learnt through the platform. Almost the 50% of live-lessons participants asked the Maestros to become apprentices, exceeding the available positions by 300%, on average. Maestros inspired many young talents to preserve and innovate the greatest Italian heritage and 12 of them produced amazing design-pieces that impressed the social audience and even the Milan Design Week event.