THE NATIONAL SURPRISE PARTY|短视频|广告营销案例【ADGuider广告指南】

全国惊喜派对

案例简介：结果和有效性甚至在该党成立之前，全国惊喜党的结果就很清楚了。1000 张入场券很快就被认领了。乔 · fm 的 Facebook 关注在两周内以 26% 的速度增长。听力率是有史以来最高的。在派对期间飞涨。在全国惊喜派对之前、期间和之后，我们在每个比利时媒体上都有新闻报道。最重要的是: 全新的比利时名人比约恩 · 德 · 武伊斯特和成千上万的其他听众将会有一个故事讲述他们的余生。关于有史以来最大的惊喜派对和乔 · fm。创意执行我们认为布丁的证据在吃中。还有什么更好的方法来证明你是一个致力于听众的电台，而不是真正把他们放在第一位？我们到处都放比约恩的脸。在电视广告、杂志和报纸、广告牌和巨大的生日卡片上，粉丝们可以签名。与此同时，乔 · fm 让听众参与了全国惊喜派对的组织。他喜欢什么食物，他最喜欢的乐队是什么，哪些礼物会让他发疯。我们加入了许多在线和离线对话，以确保每个人都组织这个为一个人举办的派对。见解、战略和想法乔调频是一个受欢迎的比利时广播电台。他们的受欢迎程度来自这样一个事实，即他们把听众放在他们所做一切的中心。所以当乔 · fm 的三岁生日到来的时候，风险很大。我们要做的不仅仅是举办一个大型派对。我们决定把聚会送给同一天过生日的听众。唯一的事情是.我们没有告诉他。我们创建了全国惊喜派对。我们确保生日男孩在他生日前两周离开了这个国家，并开始了一场大型媒体运动，向这个国家讲述他的生日。让尽可能多的人参与党的组织。结果: 一个新的名人诞生了，他甚至不知道，这是世界上最大的惊喜派对上最大的惊喜。

全国惊喜派对

案例简介：Results and Effectiveness The results of the National Surprise Party were clear even before the party had taken place. Each of the 1000 entry tickets was claimed in no time. JOE fm’s Facebook following rose with 26% in 2 weeks. Listening rates were the highest ever. And skyrocketed during the party. We had press coverage in every Belgian media before, during and after the National Surprise Party. And most importantly: Brand new Belgian celebrity Bjorn De Vuyst and thousands of other listeners will have a story to tell for the rest of their lives. About the biggest surprise party ever and JOE fm. Creative Execution We decided the proof of the pudding was in the eating. What better way to prove you’re a radiostation devoted to it’s listeners than to really put them first? We put Bjorn’s face everywhere. In tv commercials, magazines and newspapers, on billboards and on giant birthday cards fans could sign. All the while JOE fm involved the listeners in the organisation of the National Surprise Party. What food would he like, what’s his favourite band, and which presents would make him go crazy. We joined the many online and offline conversations to make sure this party for one man was organised by everyone. Insights, Strategy and the Idea JOE fm is a popular Belgian radio station. Their popularity comes from the fact that they place their listeners at the centre of everything they do. So when JOE fm’s third birthday came up, the stakes were high. We had to do more than just throw a big party. We decided to give the party away to a listener who had his birthday on the same day. The only thing was... we didn’t tell him. We created the National Surprise Party. We made sure the birthday boy was out of the country 2 weeks prior to his birthday and started a big media campaign to tell the country about his birthday. Involving as much people as possible in the organisation of the party. The result: a new celebrity was born without him even knowing it and the biggest surprise ever at the world’s biggest surprise party.