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巴斯特拳击手
案例简介：战略 在一套综合拥有、付费并最终通过病毒传播的渠道中，通过一个快乐的故事来发展深思熟虑的礼物 -- 讲述一个对英国公众具有广泛吸引力的故事。 概要 约翰 · 刘易斯每年都以圣诞广告闻名，以一种新的有趣的方式讲述深思熟虑的礼物 (对交流至关重要的核心战略平台) 的故事。这部作品受到了高度的期待，在英国的夏季开始了喋喋不休和猜测，人们非常喜欢这部作品，许多人认为它的推出是圣诞节的开始。 2016年的简报是继续发展我们的地位，拥有深思熟虑的礼物，创造我们最喜欢的,在过去的几年里，约翰 · 刘易斯的圣诞活动吸引了全国人民的心，并推动了巨大的投资回报。随着媒体和公众兴趣的增加以及零售和广告竞争的增加，风险每年都在增加。圣诞节是约翰 · 刘易斯最重要的交易时期，每年利润近 40%。 执行 这场运动是在社交上被取笑的，有三部短片，然后在网上和电视上发布了两分钟的广告。媒体优先与天空合作，允许观众下载广告，并通过他们的天空 + 计划体验 “第一次观看时刻”。该活动扩展到有趣的新渠道，如品牌 Snapchat 镜头，这是一种完全身临其境的虚拟现实蹦床体验，在我们的旗舰店结合了 Oculus Rift 、 Leap Motion 和 Kinect 技术。Google Cardboard VR 上的一个 360 视频允许年幼的孩子加入到店内的乐趣中，并将体验扩展到我们顾客的家中。还有一系列官方商品、壮观的窗户、店内激活、大量社交活动、书籍等等。 活动描述 巴斯特是一个叫布里奇特的小女孩的故事，她喜欢弹跳和她的宠物狗巴斯特。当布里奇特的妈妈和爸爸给她买了一个蹦床作为圣诞节礼物时，他们很快发现她并不是唯一一个热衷于跳跃的人。当一群手工制作的、真实的 CGI 花园动物从灌木丛中出现并发现新的物体时，它们慢慢学会跳跃的快乐。这一动作被这只家犬观察到，它终于在圣诞节早上跳起来自己试一试。 结果 社交网站上有 64.36 的观点，1.3 的股票。大多数分享和喜欢的广告在 UKJohn Lewis 上传播开来，因为 93% 的手机在线浏览量是有机的。发布 50 分钟后，推特上的全球趋势排名第一。Facebook 上的热门话题，#1 在 YouTube 上观看了圣诞广告。约翰 · 刘易斯的趋势领先于任何竞争对手的广告，在发布当天，它的趋势领先于前一天的美国选举结果。谷歌的品牌搜索增加了 25.5%，创意搜索增加了 76.5%。打破了天空 24 小时下载记录,仅在一个 24 小时内就有超过 721 次组合独特下载，仅在第一个周末就有超过 900 次浏览。电视提到; 今天早上，我有消息告诉你吗，洛林。8,094 新闻文章。比以往任何时候都更多的模仿，包括来自其他品牌的模仿，如阿尔迪和罗伯特 · 迪亚斯。最受欢迎的恶搞是美国总统候选人 asBridget 和 Buster，被浏览 113mtime
巴斯特拳击手
案例简介：Strategy To develop thoughtful gifting through a joyful story within a suite of integrated owned, paid for and ultimately viral channels - telling a story with broad appeal to the UK general public. Synopsis John Lewis is famous for Christmas advertising every year telling the story of thoughtful gifting (the core strategic platform that remains pivotal to the communication) in a new interesting way. The work is highly anticipated, with chatter and speculation starting in the summer time in the UK, so loved that it’s launch regarded by many as the start of the Christmas season.The brief in 2016 was to continue to develop our position around owning thoughtful gifting, creating our most loved, shared and talked about campaign to date.Over the last few years, John Lewis’ Christmas campaigns have captured the hearts of the nation and driven significant ROI. Every year the stakes are raised, with increasing media and public interest alongside increasing retail and advertising competition. Christmas is John Lewis’ most important trading period, responsible for close to 40% of annual profits. Execution The campaign was teased on social with 3 short films, before launching online and on TV with a two-minute advert. A media first partnership with Sky that allowed viewers to download the advert and experience that ‘first watch moment’ through their Sky+ planner.The campaign extended to playful new channels such as a branded Snapchat lens, a fully immersive VR trampoline experience that combined Oculus Rift, Leap Motion and Kinect technologies in our flagship store. A 360 video on Google Cardboard VR allowed younger children to join in with the fun in-store and extended the experience into the homes of our customers. There was also a range of official merchandise, spectacular windows, in-store activations, loads of social activity, books and much much more. CampaignDescription ‘Buster the Boxer’ is the story of a little girl called Bridget who loves to bounce and her pet dog, Buster. When Bridget's mum and dad buy her a trampoline for Christmas, they soon discover that she isn’t the only one with a passion for jumping. When a group of hand-animated, photo-real CGI garden animals emerge from the undergrowth and discover the new object, they slowly learn the joy of bouncing. The action is observed by the family dog, who finally on Christmas morning leaps to have a try himself. Outcome 64.36m views on social,1.3m shares.most shared and liked advert in the UKJohn Lewis went viral, as 93% of online views on mobile were organic.#1 global trend on Twitter 50 minutes after launch. Trending topic on Facebook, #1 viewed Christmas advert on YouTube.John Lewis trending ahead of any competitor advertising, on launch day it was trending ahead of the US election results from the previous day.increased brand searches by 25.5% and creative searches by 76.5% on Google.broke the Sky 24hour download record, over 721k combined unique downloads in just one 24 hour period, over 900k views in the first weekend alone.TVmentions; This Morning, Have I Got News For You, Lorraine. 8,094 press articles. More parodies than ever before, including from from other brands such as Aldi and Robert Dyas. The most popular spoof featured the US presidential candidates asBridget and Buster, was viewed 113mtime
Buster The Boxer
案例简介：战略 在一套综合拥有、付费并最终通过病毒传播的渠道中，通过一个快乐的故事来发展深思熟虑的礼物 -- 讲述一个对英国公众具有广泛吸引力的故事。 概要 约翰 · 刘易斯每年都以圣诞广告闻名，以一种新的有趣的方式讲述深思熟虑的礼物 (对交流至关重要的核心战略平台) 的故事。这部作品受到了高度的期待，在英国的夏季开始了喋喋不休和猜测，人们非常喜欢这部作品，许多人认为它的推出是圣诞节的开始。 2016年的简报是继续发展我们的地位，拥有深思熟虑的礼物，创造我们最喜欢的,在过去的几年里，约翰 · 刘易斯的圣诞活动吸引了全国人民的心，并推动了巨大的投资回报。随着媒体和公众兴趣的增加以及零售和广告竞争的增加，风险每年都在增加。圣诞节是约翰 · 刘易斯最重要的交易时期，每年利润近 40%。 执行 这场运动是在社交上被取笑的，有三部短片，然后在网上和电视上发布了两分钟的广告。媒体优先与天空合作，允许观众下载广告，并通过他们的天空 + 计划体验 “第一次观看时刻”。该活动扩展到有趣的新渠道，如品牌 Snapchat 镜头，这是一种完全身临其境的虚拟现实蹦床体验，在我们的旗舰店结合了 Oculus Rift 、 Leap Motion 和 Kinect 技术。Google Cardboard VR 上的一个 360 视频允许年幼的孩子加入到店内的乐趣中，并将体验扩展到我们顾客的家中。还有一系列官方商品、壮观的窗户、店内激活、大量社交活动、书籍等等。 活动描述 巴斯特是一个叫布里奇特的小女孩的故事，她喜欢弹跳和她的宠物狗巴斯特。当布里奇特的妈妈和爸爸给她买了一个蹦床作为圣诞节礼物时，他们很快发现她并不是唯一一个热衷于跳跃的人。当一群手工制作的、真实的 CGI 花园动物从灌木丛中出现并发现新的物体时，它们慢慢学会跳跃的快乐。这一动作被这只家犬观察到，它终于在圣诞节早上跳起来自己试一试。 结果 社交网站上有 64.36 的观点，1.3 的股票。大多数分享和喜欢的广告在 UKJohn Lewis 上传播开来，因为 93% 的手机在线浏览量是有机的。发布 50 分钟后，推特上的全球趋势排名第一。Facebook 上的热门话题，#1 在 YouTube 上观看了圣诞广告。约翰 · 刘易斯的趋势领先于任何竞争对手的广告，在发布当天，它的趋势领先于前一天的美国选举结果。谷歌的品牌搜索增加了 25.5%，创意搜索增加了 76.5%。打破了天空 24 小时下载记录,仅在一个 24 小时内就有超过 721 次组合独特下载，仅在第一个周末就有超过 900 次浏览。电视提到; 今天早上，我有消息告诉你吗，洛林。8,094 新闻文章。比以往任何时候都更多的模仿，包括来自其他品牌的模仿，如阿尔迪和罗伯特 · 迪亚斯。最受欢迎的恶搞是美国总统候选人 asBridget 和 Buster，被浏览 113mtime
Buster The Boxer
案例简介：Strategy To develop thoughtful gifting through a joyful story within a suite of integrated owned, paid for and ultimately viral channels - telling a story with broad appeal to the UK general public. Synopsis John Lewis is famous for Christmas advertising every year telling the story of thoughtful gifting (the core strategic platform that remains pivotal to the communication) in a new interesting way. The work is highly anticipated, with chatter and speculation starting in the summer time in the UK, so loved that it’s launch regarded by many as the start of the Christmas season.The brief in 2016 was to continue to develop our position around owning thoughtful gifting, creating our most loved, shared and talked about campaign to date.Over the last few years, John Lewis’ Christmas campaigns have captured the hearts of the nation and driven significant ROI. Every year the stakes are raised, with increasing media and public interest alongside increasing retail and advertising competition. Christmas is John Lewis’ most important trading period, responsible for close to 40% of annual profits. Execution The campaign was teased on social with 3 short films, before launching online and on TV with a two-minute advert. A media first partnership with Sky that allowed viewers to download the advert and experience that ‘first watch moment’ through their Sky+ planner.The campaign extended to playful new channels such as a branded Snapchat lens, a fully immersive VR trampoline experience that combined Oculus Rift, Leap Motion and Kinect technologies in our flagship store. A 360 video on Google Cardboard VR allowed younger children to join in with the fun in-store and extended the experience into the homes of our customers. There was also a range of official merchandise, spectacular windows, in-store activations, loads of social activity, books and much much more. CampaignDescription ‘Buster the Boxer’ is the story of a little girl called Bridget who loves to bounce and her pet dog, Buster. When Bridget's mum and dad buy her a trampoline for Christmas, they soon discover that she isn’t the only one with a passion for jumping. When a group of hand-animated, photo-real CGI garden animals emerge from the undergrowth and discover the new object, they slowly learn the joy of bouncing. The action is observed by the family dog, who finally on Christmas morning leaps to have a try himself. Outcome 64.36m views on social,1.3m shares.most shared and liked advert in the UKJohn Lewis went viral, as 93% of online views on mobile were organic.#1 global trend on Twitter 50 minutes after launch. Trending topic on Facebook, #1 viewed Christmas advert on YouTube.John Lewis trending ahead of any competitor advertising, on launch day it was trending ahead of the US election results from the previous day.increased brand searches by 25.5% and creative searches by 76.5% on Google.broke the Sky 24hour download record, over 721k combined unique downloads in just one 24 hour period, over 900k views in the first weekend alone.TVmentions; This Morning, Have I Got News For You, Lorraine. 8,094 press articles. More parodies than ever before, including from from other brands such as Aldi and Robert Dyas. The most popular spoof featured the US presidential candidates asBridget and Buster, was viewed 113mtime
巴斯特拳击手
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Buster The Boxer
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基本信息
- 广告战役： #John Lewis-影视-9807#
- 广告品牌： John Lewis
- 发布日期： 2000
- 行业领域： 生活服务 , 商场超市
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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