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不酷
案例简介：战略 因为我们的目标受众总是对减肥的新闻方式持开放态度，所以这场运动采取了许多形式和形式 -- 利用多种媒体来保持新鲜。我们为每种媒体量身定制了每种不酷的减肥方法 -- 这样我们就可以让消费者措手不及。他们都有一个共同点: 不酷的标签，这将很快导致冷却雕刻的引入。其结果是一个不断发展的运动，在多个平台上工作，包括视频、印刷、数字和社交, 这邀请观众停止使用不太酷的方法来减肥，最终开始做一些很酷的事情。 相关性 CoolSculpting 在他们的目标中有很高的知名度，但是消费者仍然认为这是一个主要的承诺。他们愿意尝试其他任何东西。所以，我们创造了一系列奇怪的、不酷的减脂技术来取笑人们尝试的东西 -- “介绍唯一酷的方法: 酷雕刻”。其结果是一场综合运动，利用不同的媒体以自己的方式介绍每种不酷的方法，让消费者保持新鲜和惊讶。 结果 我们挑战了最大、最保守的制药公司之一，让他们放松并与目标受众一起玩。这个笑话付清了。从 1月26日 -- 活动开始时 -- 到 4月20日: 对 CoolSculpting 网站的访问量飙升至每月超过 500,000，是以前的 4 倍。•该品牌获得了超过 6.73亿的印象和超过 500万美元的媒体收入。•全国抽奖人数达到 90,000 人。不酷运动被证明是一个成功的综合努力，与 CoolSculpting 的目标受众对话。最重要的是，不管失去胖顾客有多严重，他们总是想找点乐子。 执行 我们以一个全国电视节目开始，展示 “烤芯包装”: 玻璃纸包装的极端版本。然后，我们在印刷、户外和网上推广了其他不酷的方法: “个人桑拿” 、 “椅子上的滚动蹲下”, “振动带两个” 和 “摆动它”。4月愚人节，我们把这个笑话看得更远。我们推出了另一种疯狂的减肥方法 -- 驼鹿水疗中心 -- 并通过自己的综合活动将其作为合法的业务进行推广: 国家电视节目、社交媒体简介, 推广帖子和 110万电子邮件折扣券，都开到 MooseSpa.com。在这个网站上，我们从 CoolSculpting 那里得到了一条消息，并迅速将它们重定向到该品牌的网站。最后，我们邀请消费者分享他们的 # notcoolconsions，以便有机会赢得免费的 CoolSculpting 治疗，通过用户生成的内容扩大活动。 活动描述 CoolSculpting 是一种 FDA 批准的医疗设备，可以冻结脂肪细胞并自然消除它们。以前的活动能够在我们的目标受众中创造高度的意识，但没有足够的转换。研究表明，消费者仍然认为冷却雕塑是一个主要的承诺，他们愿意尝试几乎其他任何东西: 疯狂的饮食、极端的锻炼方案和不起作用的时尚。我们想创造一个新的行为。所以，我们转而追求他们的旧的。我们决定取笑人们尝试的所有替代的、无效的东西，把它们带到极端 -- 并把它们贴上不酷的标签。所以我们可以把观众带到唯一很酷的方法: 冷却雕刻。因为我们的目标受众总是对减肥的新闻方式持开放态度，所以这场运动采取了许多形式和形式 -- 利用多种媒体来保持新鲜。 BriefWithProjectedOutcomes 根据美国联邦贸易委员会的说法，广告必须真实，不能具有欺骗性或不公平，而且必须以证据为基础。此外，食品和药物管理局建议，与疾病相关的广告/传播应针对疾病或健康状况，加强教育，清晰准确，并包含负责任的公共卫生信息。 简要解释 观众 年龄在 30-55 岁之间的男性和女性，他们身体活跃，已经过上了健康的生活，但他们努力摆脱顽固的身体脂肪。他们锻炼身体，保持均衡的饮食，对自己的身体虚荣，但想要更好的结果。比他们目前得到的。
不酷
案例简介：Strategy Because our target audience is always open to news ways to lose fat, the campaign took many shapes and forms—taking advantage of multiple media to stay fresh. We tailored each NOT COOL fat loss method to each type of media—so we could keep catching our consumers off guard. And they all had one element in common: the NOT COOL label, which would quickly lead to the introduction of CoolSculpting. The result is an evolving campaign that works on multiple platforms including video, print, digital and social, and that invites viewers to stop using not-so-cool methods of losing stubborn fat and finally start doing something that’s cool. Relevancy CoolSculpting had high awareness among their target, but consumers still saw it as a major commitment. And they were willing to try anything else instead. So, we created a range of bizarre, NOT COOL fat loss techniques to poke fun at the things people try—`to introduce the only method THAT’S COOL: CoolSculpting. The result was an integrated campaign that leveraged different media to introduce each NOT COOL method in its own way, keeping it fresh and surprising for consumers. Outcome We challenged one of the largest and most conservative pharmaceutical companies to let loose and have fun with their target audience. And the joke payed off. From January 26th—when the campaign launched—to April 20th: • Visits to the CoolSculpting website soared to over 500,000 per month, 4 times higher than previous efforts. • The brand got more than 673 million impressions and over US$ 5 Million in earned media. • And sweepstakes entries reached 90,000 nationwide. The NOT COOL campaign proved to be a successful integrated effort to speak to CoolSculpting’s target audience. And, most importantly, that no matter how serious about losing fat customers might be, they’re always up for having a little fun. Execution We kicked off with a national TV spot presenting “Roasted Core Wrap”: an extreme version of the cellophane wrap. Then we promoted other NOT COOL methods on Print, Outdoor and online: “Personal Sauna”, “Over-The-Chair Rolling Squat”, “Vibrating Belt for Two” and “Swing It Away”. For April Fools’ Day, we took the joke further. We launched yet another crazy fat loss method—The Moose Spa—and promoted it as a legitimate business with its own integrated campaign: national TV spot, social media profiles, promoted posts and 1.1 million e-mail discount coupons, all driving to MooseSpa.com. At the website—which had extensive information on the treatment, its origins and more—we surprised visitors with a message from CoolSculpting, and quickly redirected them to the brand’s website. Finally, we invited consumers to share their #NotCoolConfessions for a chance to win a free CoolSculpting treatment, expanding the campaign with user-generated content. CampaignDescription CoolSculpting is a FDA-approved medical device that freezes fat cells and naturally eliminates them. Previous campaigns were able to create high awareness among our target audience, but not enough conversions. Research showed that consumers still saw CoolSculpting as a major commitment, and they were willing to try almost anything else instead: crazy diets, extreme exercise regimens and fads that don’t work. We wanted to create a new behavior. So, we went after their old one instead. We decided to poke fun at all the alternative, ineffective things people try by taking them to the extreme—and labeling them as NOT COOL. So we could then drive the audience to the only method THAT’S COOL: CoolSculpting. Because our target audience is always open to news ways to lose fat, the campaign took many shapes and forms—taking advantage of multiple media to stay fresh. BriefWithProjectedOutcomes According to the US Federal Trade Commission, advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. In addition, the Food and Drug Administration advises that disease-related advertisements/communications be disease or health condition-specific, enhance education, be clear and accurate, and contain a responsible public health message. BriefExplanation Audience Men and women aged 30-55 who are physically active and already adopted a healthy life—but struggle to get rid of stubborn body fat. They exercise, maintain a well-balanced diet and are vain with their bodies, but want better results. than what they are currently getting.
Not Cool
案例简介：战略 因为我们的目标受众总是对减肥的新闻方式持开放态度，所以这场运动采取了许多形式和形式 -- 利用多种媒体来保持新鲜。我们为每种媒体量身定制了每种不酷的减肥方法 -- 这样我们就可以让消费者措手不及。他们都有一个共同点: 不酷的标签，这将很快导致冷却雕刻的引入。其结果是一个不断发展的运动，在多个平台上工作，包括视频、印刷、数字和社交, 这邀请观众停止使用不太酷的方法来减肥，最终开始做一些很酷的事情。 相关性 CoolSculpting 在他们的目标中有很高的知名度，但是消费者仍然认为这是一个主要的承诺。他们愿意尝试其他任何东西。所以，我们创造了一系列奇怪的、不酷的减脂技术来取笑人们尝试的东西 -- “介绍唯一酷的方法: 酷雕刻”。其结果是一场综合运动，利用不同的媒体以自己的方式介绍每种不酷的方法，让消费者保持新鲜和惊讶。 结果 我们挑战了最大、最保守的制药公司之一，让他们放松并与目标受众一起玩。这个笑话付清了。从 1月26日 -- 活动开始时 -- 到 4月20日: 对 CoolSculpting 网站的访问量飙升至每月超过 500,000，是以前的 4 倍。•该品牌获得了超过 6.73亿的印象和超过 500万美元的媒体收入。•全国抽奖人数达到 90,000 人。不酷运动被证明是一个成功的综合努力，与 CoolSculpting 的目标受众对话。最重要的是，不管失去胖顾客有多严重，他们总是想找点乐子。 执行 我们以一个全国电视节目开始，展示 “烤芯包装”: 玻璃纸包装的极端版本。然后，我们在印刷、户外和网上推广了其他不酷的方法: “个人桑拿” 、 “椅子上的滚动蹲下”, “振动带两个” 和 “摆动它”。4月愚人节，我们把这个笑话看得更远。我们推出了另一种疯狂的减肥方法 -- 驼鹿水疗中心 -- 并通过自己的综合活动将其作为合法的业务进行推广: 国家电视节目、社交媒体简介, 推广帖子和 110万电子邮件折扣券，都开到 MooseSpa.com。在这个网站上，我们从 CoolSculpting 那里得到了一条消息，并迅速将它们重定向到该品牌的网站。最后，我们邀请消费者分享他们的 # notcoolconsions，以便有机会赢得免费的 CoolSculpting 治疗，通过用户生成的内容扩大活动。 活动描述 CoolSculpting 是一种 FDA 批准的医疗设备，可以冻结脂肪细胞并自然消除它们。以前的活动能够在我们的目标受众中创造高度的意识，但没有足够的转换。研究表明，消费者仍然认为冷却雕塑是一个主要的承诺，他们愿意尝试几乎其他任何东西: 疯狂的饮食、极端的锻炼方案和不起作用的时尚。我们想创造一个新的行为。所以，我们转而追求他们的旧的。我们决定取笑人们尝试的所有替代的、无效的东西，把它们带到极端 -- 并把它们贴上不酷的标签。所以我们可以把观众带到唯一很酷的方法: 冷却雕刻。因为我们的目标受众总是对减肥的新闻方式持开放态度，所以这场运动采取了许多形式和形式 -- 利用多种媒体来保持新鲜。 BriefWithProjectedOutcomes 根据美国联邦贸易委员会的说法，广告必须真实，不能具有欺骗性或不公平，而且必须以证据为基础。此外，食品和药物管理局建议，与疾病相关的广告/传播应针对疾病或健康状况，加强教育，清晰准确，并包含负责任的公共卫生信息。 简要解释 观众 年龄在 30-55 岁之间的男性和女性，他们身体活跃，已经过上了健康的生活，但他们努力摆脱顽固的身体脂肪。他们锻炼身体，保持均衡的饮食，对自己的身体虚荣，但想要更好的结果。比他们目前得到的。
Not Cool
案例简介：Strategy Because our target audience is always open to news ways to lose fat, the campaign took many shapes and forms—taking advantage of multiple media to stay fresh. We tailored each NOT COOL fat loss method to each type of media—so we could keep catching our consumers off guard. And they all had one element in common: the NOT COOL label, which would quickly lead to the introduction of CoolSculpting. The result is an evolving campaign that works on multiple platforms including video, print, digital and social, and that invites viewers to stop using not-so-cool methods of losing stubborn fat and finally start doing something that’s cool. Relevancy CoolSculpting had high awareness among their target, but consumers still saw it as a major commitment. And they were willing to try anything else instead. So, we created a range of bizarre, NOT COOL fat loss techniques to poke fun at the things people try—`to introduce the only method THAT’S COOL: CoolSculpting. The result was an integrated campaign that leveraged different media to introduce each NOT COOL method in its own way, keeping it fresh and surprising for consumers. Outcome We challenged one of the largest and most conservative pharmaceutical companies to let loose and have fun with their target audience. And the joke payed off. From January 26th—when the campaign launched—to April 20th: • Visits to the CoolSculpting website soared to over 500,000 per month, 4 times higher than previous efforts. • The brand got more than 673 million impressions and over US$ 5 Million in earned media. • And sweepstakes entries reached 90,000 nationwide. The NOT COOL campaign proved to be a successful integrated effort to speak to CoolSculpting’s target audience. And, most importantly, that no matter how serious about losing fat customers might be, they’re always up for having a little fun. Execution We kicked off with a national TV spot presenting “Roasted Core Wrap”: an extreme version of the cellophane wrap. Then we promoted other NOT COOL methods on Print, Outdoor and online: “Personal Sauna”, “Over-The-Chair Rolling Squat”, “Vibrating Belt for Two” and “Swing It Away”. For April Fools’ Day, we took the joke further. We launched yet another crazy fat loss method—The Moose Spa—and promoted it as a legitimate business with its own integrated campaign: national TV spot, social media profiles, promoted posts and 1.1 million e-mail discount coupons, all driving to MooseSpa.com. At the website—which had extensive information on the treatment, its origins and more—we surprised visitors with a message from CoolSculpting, and quickly redirected them to the brand’s website. Finally, we invited consumers to share their #NotCoolConfessions for a chance to win a free CoolSculpting treatment, expanding the campaign with user-generated content. CampaignDescription CoolSculpting is a FDA-approved medical device that freezes fat cells and naturally eliminates them. Previous campaigns were able to create high awareness among our target audience, but not enough conversions. Research showed that consumers still saw CoolSculpting as a major commitment, and they were willing to try almost anything else instead: crazy diets, extreme exercise regimens and fads that don’t work. We wanted to create a new behavior. So, we went after their old one instead. We decided to poke fun at all the alternative, ineffective things people try by taking them to the extreme—and labeling them as NOT COOL. So we could then drive the audience to the only method THAT’S COOL: CoolSculpting. Because our target audience is always open to news ways to lose fat, the campaign took many shapes and forms—taking advantage of multiple media to stay fresh. BriefWithProjectedOutcomes According to the US Federal Trade Commission, advertisements must be truthful, cannot be deceptive or unfair, and must be evidence-based. In addition, the Food and Drug Administration advises that disease-related advertisements/communications be disease or health condition-specific, enhance education, be clear and accurate, and contain a responsible public health message. BriefExplanation Audience Men and women aged 30-55 who are physically active and already adopted a healthy life—but struggle to get rid of stubborn body fat. They exercise, maintain a well-balanced diet and are vain with their bodies, but want better results. than what they are currently getting.
不酷
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Not Cool
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基本信息
- 广告战役： #Allergan-影视-d3c9#
- 广告品牌： Allergan
- 发布日期： 2000
- 行业领域： 生活服务 , 医疗/护理 , 医药
- 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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