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01.09
案例简介：概要 大众汽车想与年轻的观众 (主要是千禧一代) 交谈。不认为该品牌具有现代感或吸引力的观众。为了扭转这一局面，大众汽车选择了一款将推出大量技术的汽车: 新Polo。但是只有一个问题: 如果在竞选活动开始后两个月才取消对汽车的国际保密规定，该如何谈论新的Polo？除了要解决的问题 (使品牌现代化) 之外，我们还面临两个挑战。 战略 为了与越来越多的受众交流，我们选择了网络系列作为我们的格式。为了吸引观众，我们创建了一个引人入胜的叙事，其中4分钟的情节总是以悬崖峭壁结尾。预告片和8集分别发布，每周发布一次，从而提高了对每集的期望。为了让公众继续关注，我们使用了程序化媒体，该媒体将向所有观看预告片和前几集的人发送有关该系列的新剧集和内容。因此，即使观众设法忘记了该系列，当新剧集问世时，他们总会得到提醒。 相关性 该广告系列采用了旨在直接与年轻的千禧一代受众对话的媒体策略。预告片和剧集针对的是那些不认为大众汽车是现代品牌的观众。使用程序化媒体，我们能够接触到看过预告片或前几集的人，将观众吸引到网络连续剧的最后。 结果 对于巴西的任何汽车制造商来说，01.09获得了前所未有的数字: 该系列总共有3600万个视图，影响了7200万多人。总共观看了4500万分钟，这是巴西YouTube的新纪录。在演出期间，与大众汽车相关的关键字的搜索量688% 上升，并且这些情节在社交媒体和该品牌的个人资料上的互动超过了260,000。系列结束后，新Polo开始预售，预留的库存售罄。 执行 在网络系列中列出的故事中，数字安全专家 “马里奥” 从他手上的数字01.09的秘密测试中回来了。与他的朋友 “弗雷德” (Fred) 一起，他是汽车杂志的记者，也是一个被称为 “五” (或01.05) 的神秘人物，他开始执行任务。M á rio认为他与 “五” 一起参加了测试的最后阶段。他手上的数字 (01.09) 在他的任务中充当了关键和输入代码。在最后一个，日期01.09，“m á rio” 和 “五” 必须在停车场找到一辆车。在找不到车牌0109的汽车后，他们尝试向后阅读数字，发现这次数字显示了一个单词。 运动描述 01.09 (零一，零九) 是一部八集的网络连续剧，9月1日在01/09上向角色和观众揭示了倒读时标题数字 (01.09) 的含义: Polo。它以一种汽车制造商从未做过或观众从未见过的方式介绍了该品牌的最新发布。
01.09
案例简介：Synopsis Volkswagen wanted to talk to a young audience, mostly millennials. An audience that didn’t see the brand as modern or attractive. To turn that around, Volkswagen chose a car that would be launched with plenty of tech: the New Polo. But there was just one problem: how to talk about the New Polo if the international secrecy mandated about the car was only going to be lifted 2 months after the campaign launch? Beyond a problem to be fixed (modernizing the brand), we had two challenges. Strategy To speak to an increasingly connected audience, we chose the webseries as our format. And to engage viewers, we created an engaging narrative, with 4-minute episodes that always ended in cliffhangers. The trailer and the 8 episodes were posted separately, one per week, building up expectations for each in turn. To keep the public following along, we used programmatic media, which would send the new episodes and content about the series to all those who watched the trailer and the first few episodes. So even if a viewer managed to forget about the series, they’d always get a reminder when a new episode came out. Relevancy This campaign deployed a media strategy designed to speak directly to a young, millennial audience. The trailer and the episodes targeted an audience who didn’t see Volkswagen as a modern brand. Using programmatic media, we were able to reach people who had seen the trailer or the first few episodes, hooking viewers on the webseries through to the end. Outcome 01.09 got unprecedented numbers for any carmaker in Brazil: the series had a total of 36 million views, impacting over 72 million people. It was watched for a total of 45 million minutes, a new record for YouTube in Brazil. During the show, searches for keywords related to Volkswagen went up 688%, and the episodes got over 260,000 interactions on social media and the brand’s profiles. As soon as the series ended, pre-sales of the New Polo started, and the stock set aside sold out. Execution In the story laid out in the webseries, “Mario,” a digital security specialist, comes back from a secret test from the number 01.09 on his hand. Alongside his friend “Fred,” a journalist at a car magazine, and a mysterious character known as “Five” (or 01.05), he begins carrying out missions. Mário believes that he’s taking part in the final stages of the test alongside “Five.” The number on his hand (01.09) functions as a key and entry code in his missions. On the last one, on the date 01.09, “Mário” and “Five” have to find a car in a parking garage. After they fail to find a car with the license plate 0109, they try reading the number backwards and discover that this time, the number revealed a word. CampaignDescription 01.09 (Zero One, Zero Nine) is an eight-episode webseries, which on 01/09, September 1st, revealed to the characters and the audience what the titular number (01.09) meant if read backwards: Polo. And it introduced the brand’s latest launch in a way that no carmaker had ever done, or the audience had ever seen.
01.09
案例简介：概要 大众汽车想与年轻的观众 (主要是千禧一代) 交谈。不认为该品牌具有现代感或吸引力的观众。为了扭转这一局面，大众汽车选择了一款将推出大量技术的汽车: 新Polo。但是只有一个问题: 如果在竞选活动开始后两个月才取消对汽车的国际保密规定，该如何谈论新的Polo？除了要解决的问题 (使品牌现代化) 之外，我们还面临两个挑战。 战略 为了与越来越多的受众交流，我们选择了网络系列作为我们的格式。为了吸引观众，我们创建了一个引人入胜的叙事，其中4分钟的情节总是以悬崖峭壁结尾。预告片和8集分别发布，每周发布一次，从而提高了对每集的期望。为了让公众继续关注，我们使用了程序化媒体，该媒体将向所有观看预告片和前几集的人发送有关该系列的新剧集和内容。因此，即使观众设法忘记了该系列，当新剧集问世时，他们总会得到提醒。 相关性 该广告系列采用了旨在直接与年轻的千禧一代受众对话的媒体策略。预告片和剧集针对的是那些不认为大众汽车是现代品牌的观众。使用程序化媒体，我们能够接触到看过预告片或前几集的人，将观众吸引到网络连续剧的最后。 结果 对于巴西的任何汽车制造商来说，01.09获得了前所未有的数字: 该系列总共有3600万个视图，影响了7200万多人。总共观看了4500万分钟，这是巴西YouTube的新纪录。在演出期间，与大众汽车相关的关键字的搜索量688% 上升，并且这些情节在社交媒体和该品牌的个人资料上的互动超过了260,000。系列结束后，新Polo开始预售，预留的库存售罄。 执行 在网络系列中列出的故事中，数字安全专家 “马里奥” 从他手上的数字01.09的秘密测试中回来了。与他的朋友 “弗雷德” (Fred) 一起，他是汽车杂志的记者，也是一个被称为 “五” (或01.05) 的神秘人物，他开始执行任务。M á rio认为他与 “五” 一起参加了测试的最后阶段。他手上的数字 (01.09) 在他的任务中充当了关键和输入代码。在最后一个，日期01.09，“m á rio” 和 “五” 必须在停车场找到一辆车。在找不到车牌0109的汽车后，他们尝试向后阅读数字，发现这次数字显示了一个单词。 运动描述 01.09 (零一，零九) 是一部八集的网络连续剧，9月1日在01/09上向角色和观众揭示了倒读时标题数字 (01.09) 的含义: Polo。它以一种汽车制造商从未做过或观众从未见过的方式介绍了该品牌的最新发布。
01.09
案例简介：Synopsis Volkswagen wanted to talk to a young audience, mostly millennials. An audience that didn’t see the brand as modern or attractive. To turn that around, Volkswagen chose a car that would be launched with plenty of tech: the New Polo. But there was just one problem: how to talk about the New Polo if the international secrecy mandated about the car was only going to be lifted 2 months after the campaign launch? Beyond a problem to be fixed (modernizing the brand), we had two challenges. Strategy To speak to an increasingly connected audience, we chose the webseries as our format. And to engage viewers, we created an engaging narrative, with 4-minute episodes that always ended in cliffhangers. The trailer and the 8 episodes were posted separately, one per week, building up expectations for each in turn. To keep the public following along, we used programmatic media, which would send the new episodes and content about the series to all those who watched the trailer and the first few episodes. So even if a viewer managed to forget about the series, they’d always get a reminder when a new episode came out. Relevancy This campaign deployed a media strategy designed to speak directly to a young, millennial audience. The trailer and the episodes targeted an audience who didn’t see Volkswagen as a modern brand. Using programmatic media, we were able to reach people who had seen the trailer or the first few episodes, hooking viewers on the webseries through to the end. Outcome 01.09 got unprecedented numbers for any carmaker in Brazil: the series had a total of 36 million views, impacting over 72 million people. It was watched for a total of 45 million minutes, a new record for YouTube in Brazil. During the show, searches for keywords related to Volkswagen went up 688%, and the episodes got over 260,000 interactions on social media and the brand’s profiles. As soon as the series ended, pre-sales of the New Polo started, and the stock set aside sold out. Execution In the story laid out in the webseries, “Mario,” a digital security specialist, comes back from a secret test from the number 01.09 on his hand. Alongside his friend “Fred,” a journalist at a car magazine, and a mysterious character known as “Five” (or 01.05), he begins carrying out missions. Mário believes that he’s taking part in the final stages of the test alongside “Five.” The number on his hand (01.09) functions as a key and entry code in his missions. On the last one, on the date 01.09, “Mário” and “Five” have to find a car in a parking garage. After they fail to find a car with the license plate 0109, they try reading the number backwards and discover that this time, the number revealed a word. CampaignDescription 01.09 (Zero One, Zero Nine) is an eight-episode webseries, which on 01/09, September 1st, revealed to the characters and the audience what the titular number (01.09) meant if read backwards: Polo. And it introduced the brand’s latest launch in a way that no carmaker had ever done, or the audience had ever seen.
01.09
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01.09
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