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浓缩物
案例简介：描述/概要 摘要: Lenor 想在窃取类别领导者 Comfort 的市场份额的同时，将集中格式的总渗透率提高 15%。集中有两个主要奖金 环境可持续性和利润。 包装和相关运输成本的降低也使浓缩成为一种更有利可图的形式。 旨在长期舒适稀释织物护发素用户。他们使用稀释是因为他们发现它更容易: 用它作为他们衣服的额外放纵。在这一点上，我们的目标市场是那些试图为环境尽自己一份力的人。 这场运动是由一个 30 秒的电视节目来推动这一即时意识。这得到了诸如公共汽车站等家庭外场所的支持。周日补充的进一步工作，一个微型网站和互联网横幅被用来增加索赔的可信度。 Lenor 发现了一个引人注目的事实，这些事实既突出又具有巨大的相关性: 如果所有英国和爱尔兰的用户都转向集中精力，这将意味着每年我们道路上的卡车将减少 14,000。 当然，事实上，他们正在为环境尽自己的一份力量，这让他们感觉良好，这非常符合雷诺的公平 equity 快乐时刻。 在活动期间，Lenor 捕获了大量舒适用户，扭转了前 12 个月的趋势，在前 12 个月失去了 11 个客户。
浓缩物
案例简介：Description / Synopsis SUMMARY: Lenor wanted to drive the total penetration of the concentrate format up by 15% whilst stealing market share from Comfort, the category leader. Concentrate had two main bonuses environmental sustainability and profit. A reduction in packaging and the associated transport costs also made concentrate a more profitable format. Aimed at long term Comfort dilute fabric conditioner users. They used dilute because they find it easier: using it as an extra bit of indulgence for their clothes. Within this, our target market were those who would try to do their bit for the environment. The campaign was lead by a thirty second TV spot to drive this instant awareness. This was supported by out of home sites such as bus shelters. Further work in Sunday supplements, a microsite and internet banners were used to add credibility to the claims. Lenor found a dramatisation of the facts that had both stand out and huge relevance: If all UK and Ireland dilute users switched to concentrate it would mean 14,000 fewer lorries on our roads every year. And of course the fact that theyre doing their bit for the environment makes them feel good which fits beautifully with Lenors equity moments of pleasure. Over the period of the campaign, Lenor captured a large number of Comfort users, turning around the trend of the previous 12 months, having lost customers for 11 out of the previous 12 months.
Concentrate
案例简介：描述/概要 摘要: Lenor 想在窃取类别领导者 Comfort 的市场份额的同时，将集中格式的总渗透率提高 15%。集中有两个主要奖金 环境可持续性和利润。 包装和相关运输成本的降低也使浓缩成为一种更有利可图的形式。 旨在长期舒适稀释织物护发素用户。他们使用稀释是因为他们发现它更容易: 用它作为他们衣服的额外放纵。在这一点上，我们的目标市场是那些试图为环境尽自己一份力的人。 这场运动是由一个 30 秒的电视节目来推动这一即时意识。这得到了诸如公共汽车站等家庭外场所的支持。周日补充的进一步工作，一个微型网站和互联网横幅被用来增加索赔的可信度。 Lenor 发现了一个引人注目的事实，这些事实既突出又具有巨大的相关性: 如果所有英国和爱尔兰的用户都转向集中精力，这将意味着每年我们道路上的卡车将减少 14,000。 当然，事实上，他们正在为环境尽自己的一份力量，这让他们感觉良好，这非常符合雷诺的公平 equity 快乐时刻。 在活动期间，Lenor 捕获了大量舒适用户，扭转了前 12 个月的趋势，在前 12 个月失去了 11 个客户。
Concentrate
案例简介：Description / Synopsis SUMMARY: Lenor wanted to drive the total penetration of the concentrate format up by 15% whilst stealing market share from Comfort, the category leader. Concentrate had two main bonuses environmental sustainability and profit. A reduction in packaging and the associated transport costs also made concentrate a more profitable format. Aimed at long term Comfort dilute fabric conditioner users. They used dilute because they find it easier: using it as an extra bit of indulgence for their clothes. Within this, our target market were those who would try to do their bit for the environment. The campaign was lead by a thirty second TV spot to drive this instant awareness. This was supported by out of home sites such as bus shelters. Further work in Sunday supplements, a microsite and internet banners were used to add credibility to the claims. Lenor found a dramatisation of the facts that had both stand out and huge relevance: If all UK and Ireland dilute users switched to concentrate it would mean 14,000 fewer lorries on our roads every year. And of course the fact that theyre doing their bit for the environment makes them feel good which fits beautifully with Lenors equity moments of pleasure. Over the period of the campaign, Lenor captured a large number of Comfort users, turning around the trend of the previous 12 months, having lost customers for 11 out of the previous 12 months.
浓缩物
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Concentrate
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基本信息
- 广告战役： #兰诺-平面-c1f2#
- 广告品牌： 兰诺
- 发布日期： 2007-06-17
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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