Philips #ShaveToRemember|微电影|广告营销案例【ADGuider广告指南】

飞利浦 # 剃须刀

案例简介：为什么这项工作与品牌体验和激活相关？有些人在我们身上留下了印记。纳尔逊·曼德拉就是这样一个人。一个教会我们团结、谦卑和宽恕的人。在他一百周年之际，我们为他的立场感到荣幸。飞利浦 (Philips) 和纳尔逊·曼德拉 (Nelson Mandela) 基金会 (Nelson Mandela foundation) 联手庆祝他的遗产，并通过佩戴他的标志性发型，让人们有机会踏上他的脚步。 # shavetoremember诞生了。飞利浦理发师在全国各地旅行，建立了移动理发店，人们可以在那里理发。仅仅通过穿像他的发型这样简单的东西，人们就体现了他的立场。背景 2018标志着南非解放偶像纳尔逊·曼德拉 (Nelson Mandela) 一百周年。因此，飞利浦和纳尔逊·曼德拉基金会 (Nelson Mandela Foundation) 希望通过提醒南非人他的价值观来纪念他的遗产。描述创意 (投票20%) # 剃须刀会员通过他标志性的发型记住一个图标。描述策略 (投票20%) 我们的角色是建立 # ShaveToRemember运动，并在该品牌的理想目标市场中进行ignite收购。我们开发了一种独特的直接响应漏斗方法，以激活的形式在社交和电视驱动大众意识和行动方面达到目标受众。描述执行 (投票30%) 该运动的重要部分是通过激活使大众可以使用理发。因此，我们派出了由飞利浦理发师和飞利浦剃须刀组成的移动理发店，前往免费理发。列出结果 (投票30%) 结果: 在活动期间，销售额64% 增长，当天在社交媒体上排名第一的趋势，有85位994 870赢得了媒体受众，ROI达到17:1。飞利浦剃须刀的收益也捐赠给了纳尔逊·曼德拉基金会。

飞利浦 # 剃须刀

案例简介：Why is this work relevant for Brand Experience & Activation? Some people leave their mark on us. One such person was Nelson Mandela. A man who taught us about unity, humility and forgiveness. On his centenary it was only fitting that we honour him for what he stood for. Philips and The Nelson Mandela foundation teamed up to celebrate his legacy and give people a chance to walk in his footsteps, by wearing his iconic haircut. #shavetoremember was born. Philips barbers travelled nationwide setting up mobile barbershops where people could get their haircut. Just by wearing something as simple as his haircut, people embodied what he stood for. Background 2018 marked the centenary of South Africans liberation icon, Nelson Mandela. So Philips and The Nelson Mandela Foundation wanted to and honour his legacy by reminding South Africans of his values. Describe the creative idea (20% of vote) #shavetoremember Remembering an icon through his iconic haircut. Describe the strategy (20% of vote) Our role was to build the #ShaveToRemember movement and ignite acquisition in the aspirational target market for the brand. We developed a unique direct response funnel approach to reach our target audience on social and TV – driving mass awareness and action in the form of activations. Describe the execution (30% of vote) A significant part of the campaign was to make the haircut accessible to the masses through activations. So we sent out our mobile barbershops, manned by an army of Philips barbers with Philips Shavers, to go and offer free haircuts. List the results (30% of vote) Results: 64% increase in sales over the period of the campaign, #1 trend on social media on the day, 85 994 870 earned media audience and a 17:1 ROI. Also proceeds of the Philips shavers were donated to The Nelson Mandela Foundation.