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火星信息
案例简介：简要说明: 让年轻人参与火星品牌; 让他们参与这个品牌。证明火星作为一个标志性品牌，能够不断创新，有趣的东西。通过开展一项非凡的活动来提高品牌知名度。 描述客户的简报: 火星是其类别中最经典的品牌之一: 它是一个真正的标志性品牌。为了保持头脑清醒，该品牌必须不断证明其相关性，因此将重点转移到让年轻人 (16-24 岁) 参与非凡的活动和行动上。火星要求我们创造一个销售激活，让我们吸引目标受众。不是告诉他们 “感觉良好” 的品牌主张，而是给他们机会以全新的方式体验品牌。 描述你是如何到达最终设计的: 我们删除了火星酒吧的标志，从而创建了一个黑色酒吧。我们开发了一套火星字体的完整字母表的贴纸，包括标点符号。这样，酒吧就变成了一个互动对象，让人们有可能创建自己的信息，并将这些信息传递给朋友、同事或家人。因此，互动是通过品牌的核心创造的: 在通常印刷徽标的包装上。 表明市场的结果有多成功: 黑色酒吧和围绕它的活动刺激了目标受众创建信息并个性化他们的火星酒吧。通过竞选网站订购的 24.000 个额外的贴纸套装。火星在户外和杂货店的销售额分别增长了 12% 和 5%。此外，年轻人的品牌偏好增加了 4%。
火星信息
案例简介：Brief Explanation: Engage youngsters with the Mars brand; allow them to participate with the brand. Prove that Mars, as an iconic brand, is able to keep coming up with innovative, fun stuff. Raise brand awareness by doing a remarkable campaign. Describe the brief from the client: Mars is one of the most classic brands in its category: it’s a true iconic brand. To stay top of mind the brand has to keep proving its relevancy and therefore shifted its focus on engaging youngsters (16-24) with remarkable campaigns and actions. Mars asked us to create a sales activation in which we engage the target audience. Not by telling them the ‘feel good energy’ brand proposition, but by giving them the opportunity to experience the brand in a whole new way. Description of how you arrived at the final design: We erased the logo from the Mars bar thereby creating a black bar. We developed a set of stickers with the complete alphabet in Mars typography, including punctuation marks. This way the bar became an interactive object that gave people the possibility to create their own messages and give these to friends, colleagues or family. Interaction was thereby created through the heart of the brand: on the package where normally the logo is printed. Indication of how successful the outcome was in the market: The black bar and the campaign around it stimulated the target audience to create messages and personalise their Mars bars. 24.000 extra sticker-sets where ordered via the campaign-website. Mars saw an increase in sales of 12 % in OOH and 5% in grocery. Additionally brand preference amidst youngsters increased by 4%.
Mars Messages
案例简介：简要说明: 让年轻人参与火星品牌; 让他们参与这个品牌。证明火星作为一个标志性品牌，能够不断创新，有趣的东西。通过开展一项非凡的活动来提高品牌知名度。 描述客户的简报: 火星是其类别中最经典的品牌之一: 它是一个真正的标志性品牌。为了保持头脑清醒，该品牌必须不断证明其相关性，因此将重点转移到让年轻人 (16-24 岁) 参与非凡的活动和行动上。火星要求我们创造一个销售激活，让我们吸引目标受众。不是告诉他们 “感觉良好” 的品牌主张，而是给他们机会以全新的方式体验品牌。 描述你是如何到达最终设计的: 我们删除了火星酒吧的标志，从而创建了一个黑色酒吧。我们开发了一套火星字体的完整字母表的贴纸，包括标点符号。这样，酒吧就变成了一个互动对象，让人们有可能创建自己的信息，并将这些信息传递给朋友、同事或家人。因此，互动是通过品牌的核心创造的: 在通常印刷徽标的包装上。 表明市场的结果有多成功: 黑色酒吧和围绕它的活动刺激了目标受众创建信息并个性化他们的火星酒吧。通过竞选网站订购的 24.000 个额外的贴纸套装。火星在户外和杂货店的销售额分别增长了 12% 和 5%。此外，年轻人的品牌偏好增加了 4%。
Mars Messages
案例简介：Brief Explanation: Engage youngsters with the Mars brand; allow them to participate with the brand. Prove that Mars, as an iconic brand, is able to keep coming up with innovative, fun stuff. Raise brand awareness by doing a remarkable campaign. Describe the brief from the client: Mars is one of the most classic brands in its category: it’s a true iconic brand. To stay top of mind the brand has to keep proving its relevancy and therefore shifted its focus on engaging youngsters (16-24) with remarkable campaigns and actions. Mars asked us to create a sales activation in which we engage the target audience. Not by telling them the ‘feel good energy’ brand proposition, but by giving them the opportunity to experience the brand in a whole new way. Description of how you arrived at the final design: We erased the logo from the Mars bar thereby creating a black bar. We developed a set of stickers with the complete alphabet in Mars typography, including punctuation marks. This way the bar became an interactive object that gave people the possibility to create their own messages and give these to friends, colleagues or family. Interaction was thereby created through the heart of the brand: on the package where normally the logo is printed. Indication of how successful the outcome was in the market: The black bar and the campaign around it stimulated the target audience to create messages and personalise their Mars bars. 24.000 extra sticker-sets where ordered via the campaign-website. Mars saw an increase in sales of 12 % in OOH and 5% in grocery. Additionally brand preference amidst youngsters increased by 4%.
火星信息
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Mars Messages
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