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现场潜水
案例简介：活动描述 新西兰是一个只有 400万人口的小国。因为这种传统的广告仍然运作得很好，任何品牌的内容通常都是基于现有的真人秀节目或传统体育赞助的植入式广告。但是因为威廉是默默无闻的，freediving 不是一项观赏性的运动，他没有现有的平台或粉丝，我们可以利用这些赞助。为了真正实现这个想法，我们需要把威廉变成一个民族英雄，我们需要在电视上直播潜水。然而，酒精广告和促销受到新西兰政府通过广告标准局的严格监管，我们必须绕过几条规则。1。上午6点至下午8:30 之间不得在电视上播放酒精广告。2。电视酒精广告不能超过每小时 6 分钟。所以我们制作了一个小时的新闻故事，在早上上午8点播出，而不是广告。以及一系列其他内容合作伙伴关系，让我们能够融入通常受限的领域。 有效性 多年来，施泰因拉格一直依靠全黑人和新西兰队将他们扛在肩上。但是现在他们需要一个新的故事来讲述。我们在威廉 · 特鲁布里奇有一个，打破了 14 倍的世界纪录，世界冠军弗雷德弗。一个了不起的新西兰运动员，他同意和我们一起尝试一项挑战死亡的世界纪录。然而，新西兰几乎没有人知道威廉或竞争性自由行，所以这是一次世界纪录的尝试，除非他们在巴哈马的一个偏远岛屿上，否则没有人会关心或看到。我们的策略是把 freediving 变成一种观赏性的运动，通过电视直播他的潜水，直播到整个国家。首先，我们通过电视、电影和广告牌向新西兰介绍威廉。然后我们用公关和传统广告宣布，我们将把威廉的世界纪录尝试变成一个名为 102 米深度潜水的现场体验。新西兰的每一家主要媒体都采访了威廉，并报道了这一消息。我们让新西兰人参与进来，并通过社交媒体、街头海报和广播以及与 NZHerald，herald 的伙伴关系，了解 freediving 的尝试、危险和困难。公司。新西兰和 BreakfastTV，谁跑了一系列的编辑故事,采访和新闻报道。然后在我们的网站上，威廉的新粉丝可以向他发送支持潜水的信息。这一切都导致了现场体验本身，在早餐电视上作为一个小时的现场新闻节目播出。那些不能在电视上直播的人可以在广播和在线上实时关注它。随着专门制作的推特声纳的使用，我们的更新在整个潜水过程中被发送到新西兰的推特和数字广告牌。 实施 我们得到了新西兰的兴趣和支持。现在我们需要确保他们观看现场体验。我们所有的通讯都指示人们观看现场体验。在我们的网站上，人们可以注册短信和电子邮件提醒。人们也可以通过 shazam 注册提醒，这与我们的电视广告相结合。我们在 facebook 上创建了一个体验倒计时。早餐电视、新西兰先驱报和新西兰先驱报定期提醒他们的观众和读者潜水。跳水那天早上，我们封锁了数字广告牌、广播和横幅广告网络，以吸引观众。 结果 世界上最难以接近和未知的运动成为 2014年最受关注的新西兰体育赛事。-近四分之一的人口收看了比赛。-新西兰电视和在线观众的总和超过了国际足联世界杯决赛。-129 新闻报道和对新西兰各主要媒体的采访。-23,580,635 媒体印象。-在市场下滑的情况下，施泰因拉格的销售额增长了 9%，是预期水平的两倍。-威廉 · 特鲁布里奇已经从默默无闻变成了我们最具标志性的体育英雄之一。 相关性 Steinlager 是新西兰标志性的啤酒品牌。正因为如此，他们一直支持新西兰标志性的体育英雄和赛事。威廉 · 特鲁布里奇是世界冠军新西兰自由女神，在他的祖国几乎默默无闻。当施泰因拉格要求我们为施泰因拉格 · 纯想出一个新的运动时，我们想创造一个想法，让威廉得到他应得的认可。所以我们决定把他的下一次世界纪录尝试变成一个现场全国赛事。102 米深的潜水。问题是它发生在 120米公里外 13000 的水下。我们需要找到一种方法把它带到整个国家，仅仅创造它，把它放到网上，并希望人们能找到它是不够的。我们需要阻止这个国家，我们需要在违背管理广告的惯例和规则的同时做到这一点。
现场潜水
案例简介：Campaign Description New Zealand is a small country with only 4million people. Because of this traditional advertising still works quite well and any branded content is usually just product placement ideas that piggyback on existing reality TV shows or traditional sports sponsorships. But because William was unknown and freediving wasn’t a spectator sport he had no existing platforms or fans we could use to leverage the sponsorship. To truly pull this idea off, we needed to turn William into a national hero, and we needed to broadcast the dive live on TV. However, alcohol advertising and promotion is heavily regulated by the New Zealand government via the Advertising Standards Authority, and there were several rules we had to navigate around. 1.Alcohol Advertisements shall not be shown on Television between 6am and 8:30 pm. 2.Television alcohol advertisements can not exceed six minutes per hour.So instead of an ad, we created an hour-long news story that ran at 8am in the morning. As well as a series of other content partnerships in the lead up to the dive that allowed us to integrate into usually restricted areas. Effectiveness For years Steinlager had been relying on The All Blacks and Team New Zealand to carry them on their shoulders. But now they needed a new story to tell. We had one in William Trubridge, a 14x world record breaking, world champion freediver. An amazing New Zealand sportsman who agreed to attempt a death-defying world record with us.However, hardly anyone in New Zealand knew of William or competitive freediving so it was a world record attempt that no-one would care about or see unless they were on a remote island in The Bahamas. Our strategy was to turn freediving into a spectator sport by televising his dive, live, to the entire country. First we introduced William to New Zealand through TV, cinema and billboards. Then we used PR and traditional advertising to announce that we were turning William’s world record attempt into a live experience called The 102m Deep Dive. Every major media outlet in New Zealand ran interviews with William and stories about the announcement. We kept New Zealanders engaged and informed about the attempt and the dangers and difficulties of freediving through social media, street posters and radio as well as partnerships with the NZHerald, herald.co.nz and BreakfastTV, who ran a series of editorial stories, interviews and news stories.Then on our website William's new fans could send him messages of support for the dive. This all lead to the live experience itself which was broadcast on Breakfast TV as an hour long live news show. Those who couldn't watch it live on TV could follow it in real time on radio and online. And with the use of a specially created tweeting sonar we updates were sent to twitter and digital billboards in New Zealand throughout the dive. Implementation We had New Zealand's interest and support. Now we needed to ensure they watched the live experience. All our comms directed people to watch the live experience. On our website people could sign up for text and email reminders. People could also sign up for the reminders via shazam which integrated with our TV ad. We created a countdown to the experience on facebook.Breakfast TV, the NZ herald and herald.co.nz reminded their viewers and readers regularly about The Dive. And on the morning of the dive we roadblocked the digital billboard, radio and banner ad networks to drive viewers. Outcome The most inaccessible and unknown sport in the world became the most watched New Zealand sporting event of 2014. - Nearly a quarter of the population tuned in to watch the event.- A combined New Zealand TV and online audience that was bigger than the Fifa World Cup final. - 129 news stories and interviews with every major media outlet in New Zealand.- 23,580,635 media impressions. - In a declining market Steinlager’s sales grew by 9%, twice the level expected. - William Trubridge has gone from being unknown to one of our most iconic sporting heroes. Relevancy Steinlager is an iconic New Zealand beer brand. Because of this they have always supported iconic New Zealand sporting heroes and events. William Trubridge is a world champion New Zealand freediver who was virtually unknown in his home country.When Steinlager asked us to come up with a new campaign for Steinlager Pure, we wanted to create an idea that would give William the recognition he deserved. So we decided to turn his next world record attempt into a live national event. The 102m Deep Dive. The problem was it was taking place 120 meters under the water 13000 kilometers away. We needed to find a way to bring to the whole country.It wasn’t enough to create it, put it online and hope that people would find it. We needed to stop the country, and we needed to do this while defying the conventions and rules governing advertising.
Live Dive
案例简介：活动描述 新西兰是一个只有 400万人口的小国。因为这种传统的广告仍然运作得很好，任何品牌的内容通常都是基于现有的真人秀节目或传统体育赞助的植入式广告。但是因为威廉是默默无闻的，freediving 不是一项观赏性的运动，他没有现有的平台或粉丝，我们可以利用这些赞助。为了真正实现这个想法，我们需要把威廉变成一个民族英雄，我们需要在电视上直播潜水。然而，酒精广告和促销受到新西兰政府通过广告标准局的严格监管，我们必须绕过几条规则。1。上午6点至下午8:30 之间不得在电视上播放酒精广告。2。电视酒精广告不能超过每小时 6 分钟。所以我们制作了一个小时的新闻故事，在早上上午8点播出，而不是广告。以及一系列其他内容合作伙伴关系，让我们能够融入通常受限的领域。 有效性 多年来，施泰因拉格一直依靠全黑人和新西兰队将他们扛在肩上。但是现在他们需要一个新的故事来讲述。我们在威廉 · 特鲁布里奇有一个，打破了 14 倍的世界纪录，世界冠军弗雷德弗。一个了不起的新西兰运动员，他同意和我们一起尝试一项挑战死亡的世界纪录。然而，新西兰几乎没有人知道威廉或竞争性自由行，所以这是一次世界纪录的尝试，除非他们在巴哈马的一个偏远岛屿上，否则没有人会关心或看到。我们的策略是把 freediving 变成一种观赏性的运动，通过电视直播他的潜水，直播到整个国家。首先，我们通过电视、电影和广告牌向新西兰介绍威廉。然后我们用公关和传统广告宣布，我们将把威廉的世界纪录尝试变成一个名为 102 米深度潜水的现场体验。新西兰的每一家主要媒体都采访了威廉，并报道了这一消息。我们让新西兰人参与进来，并通过社交媒体、街头海报和广播以及与 NZHerald，herald 的伙伴关系，了解 freediving 的尝试、危险和困难。公司。新西兰和 BreakfastTV，谁跑了一系列的编辑故事,采访和新闻报道。然后在我们的网站上，威廉的新粉丝可以向他发送支持潜水的信息。这一切都导致了现场体验本身，在早餐电视上作为一个小时的现场新闻节目播出。那些不能在电视上直播的人可以在广播和在线上实时关注它。随着专门制作的推特声纳的使用，我们的更新在整个潜水过程中被发送到新西兰的推特和数字广告牌。 实施 我们得到了新西兰的兴趣和支持。现在我们需要确保他们观看现场体验。我们所有的通讯都指示人们观看现场体验。在我们的网站上，人们可以注册短信和电子邮件提醒。人们也可以通过 shazam 注册提醒，这与我们的电视广告相结合。我们在 facebook 上创建了一个体验倒计时。早餐电视、新西兰先驱报和新西兰先驱报定期提醒他们的观众和读者潜水。跳水那天早上，我们封锁了数字广告牌、广播和横幅广告网络，以吸引观众。 结果 世界上最难以接近和未知的运动成为 2014年最受关注的新西兰体育赛事。-近四分之一的人口收看了比赛。-新西兰电视和在线观众的总和超过了国际足联世界杯决赛。-129 新闻报道和对新西兰各主要媒体的采访。-23,580,635 媒体印象。-在市场下滑的情况下，施泰因拉格的销售额增长了 9%，是预期水平的两倍。-威廉 · 特鲁布里奇已经从默默无闻变成了我们最具标志性的体育英雄之一。 相关性 Steinlager 是新西兰标志性的啤酒品牌。正因为如此，他们一直支持新西兰标志性的体育英雄和赛事。威廉 · 特鲁布里奇是世界冠军新西兰自由女神，在他的祖国几乎默默无闻。当施泰因拉格要求我们为施泰因拉格 · 纯想出一个新的运动时，我们想创造一个想法，让威廉得到他应得的认可。所以我们决定把他的下一次世界纪录尝试变成一个现场全国赛事。102 米深的潜水。问题是它发生在 120米公里外 13000 的水下。我们需要找到一种方法把它带到整个国家，仅仅创造它，把它放到网上，并希望人们能找到它是不够的。我们需要阻止这个国家，我们需要在违背管理广告的惯例和规则的同时做到这一点。
Live Dive
案例简介：Campaign Description New Zealand is a small country with only 4million people. Because of this traditional advertising still works quite well and any branded content is usually just product placement ideas that piggyback on existing reality TV shows or traditional sports sponsorships. But because William was unknown and freediving wasn’t a spectator sport he had no existing platforms or fans we could use to leverage the sponsorship. To truly pull this idea off, we needed to turn William into a national hero, and we needed to broadcast the dive live on TV. However, alcohol advertising and promotion is heavily regulated by the New Zealand government via the Advertising Standards Authority, and there were several rules we had to navigate around. 1.Alcohol Advertisements shall not be shown on Television between 6am and 8:30 pm. 2.Television alcohol advertisements can not exceed six minutes per hour.So instead of an ad, we created an hour-long news story that ran at 8am in the morning. As well as a series of other content partnerships in the lead up to the dive that allowed us to integrate into usually restricted areas. Effectiveness For years Steinlager had been relying on The All Blacks and Team New Zealand to carry them on their shoulders. But now they needed a new story to tell. We had one in William Trubridge, a 14x world record breaking, world champion freediver. An amazing New Zealand sportsman who agreed to attempt a death-defying world record with us.However, hardly anyone in New Zealand knew of William or competitive freediving so it was a world record attempt that no-one would care about or see unless they were on a remote island in The Bahamas. Our strategy was to turn freediving into a spectator sport by televising his dive, live, to the entire country. First we introduced William to New Zealand through TV, cinema and billboards. Then we used PR and traditional advertising to announce that we were turning William’s world record attempt into a live experience called The 102m Deep Dive. Every major media outlet in New Zealand ran interviews with William and stories about the announcement. We kept New Zealanders engaged and informed about the attempt and the dangers and difficulties of freediving through social media, street posters and radio as well as partnerships with the NZHerald, herald.co.nz and BreakfastTV, who ran a series of editorial stories, interviews and news stories.Then on our website William's new fans could send him messages of support for the dive. This all lead to the live experience itself which was broadcast on Breakfast TV as an hour long live news show. Those who couldn't watch it live on TV could follow it in real time on radio and online. And with the use of a specially created tweeting sonar we updates were sent to twitter and digital billboards in New Zealand throughout the dive. Implementation We had New Zealand's interest and support. Now we needed to ensure they watched the live experience. All our comms directed people to watch the live experience. On our website people could sign up for text and email reminders. People could also sign up for the reminders via shazam which integrated with our TV ad. We created a countdown to the experience on facebook.Breakfast TV, the NZ herald and herald.co.nz reminded their viewers and readers regularly about The Dive. And on the morning of the dive we roadblocked the digital billboard, radio and banner ad networks to drive viewers. Outcome The most inaccessible and unknown sport in the world became the most watched New Zealand sporting event of 2014. - Nearly a quarter of the population tuned in to watch the event.- A combined New Zealand TV and online audience that was bigger than the Fifa World Cup final. - 129 news stories and interviews with every major media outlet in New Zealand.- 23,580,635 media impressions. - In a declining market Steinlager’s sales grew by 9%, twice the level expected. - William Trubridge has gone from being unknown to one of our most iconic sporting heroes. Relevancy Steinlager is an iconic New Zealand beer brand. Because of this they have always supported iconic New Zealand sporting heroes and events. William Trubridge is a world champion New Zealand freediver who was virtually unknown in his home country.When Steinlager asked us to come up with a new campaign for Steinlager Pure, we wanted to create an idea that would give William the recognition he deserved. So we decided to turn his next world record attempt into a live national event. The 102m Deep Dive. The problem was it was taking place 120 meters under the water 13000 kilometers away. We needed to find a way to bring to the whole country.It wasn’t enough to create it, put it online and hope that people would find it. We needed to stop the country, and we needed to do this while defying the conventions and rules governing advertising.
现场潜水
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Live Dive
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基本信息
- 广告战役： #Steinlager-推广与活动-e372#
- 广告品牌： Steinlager
- 发布日期： 2000
- 行业领域： 休闲食品 , 饮食/特产
- 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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