The Tale of Thomas Burberry|海报/平面|广告营销案例【ADGuider广告指南】

托马斯 · 巴宝莉的故事

案例简介：活动描述 “在几分钟内讲述我们 160 年历史上最有趣的时刻，用好莱坞电影预告片的艺术来暗示我们还没有制作的完整电影.然而。" 结果 Reach: 巴宝莉创纪录的电影浏览量: 22 万 (上年 + 128%) 巴宝莉创纪录的覆盖水平: 全球 2,220 张 (上年 + 33%) 成就: 对 Burberry.com 的独特访问者比前一年平均花在礼物页面上的时间增加了 77%，比前一年增加了 160%(-7% 比上年)。销售额: 与上年相比有所提升。(结果保密) 战略在这一时期开始时，在社交和在线视频平台上推动核心和有抱负的奢侈品客户的意识激增, 为了使用编程和社交数据来确保客户从品牌内容到产品信息以及到购买的无缝旅程。执行坚持好莱坞电影预告片的想法，暗示我们自己的故事: 以 “间谍之桥” 闻名的编剧导演以 “塞纳” 和 “艾米” 闻名的导演好莱坞演员提前宣布发行日期 (10月) 在数据库和社交平台上被嘲笑 (10月底) 同时在所有拥有的平台、新闻网站和视频网络上发布的预告片(11月1日) 红地毯推出活动，主要城市有演员 (11月、纽约、伦敦、首尔) 跨节目频道的电影摘录，包括亚马逊消防电视 (11月/12月) 在 Burberry.com (11月/12月) 进一步讲故事与导演、作家和演员的采访发布 (12月) 概要在过去的几年里，巴宝莉以发现自己更现代的传统而闻名: 在最重要的节日期间，品牌试图捕捉观众的想象力。今天的观众更了解它对时尚界的年轻数字方式，同时也庆祝它的 160 岁生日, 一个古老的英国机构怎么能讲述一个现代相关的关于它最初创始人的故事，这种方式可以让观众足够长的时间关注整个历史课,同时给本季的 schmaltz 带来独特的跑道魅力？对我们自己的简短陈述变得清晰: 制作一款真正的娱乐产品，不仅可以与其他季节性营销活动竞争, 但这反而可以自豪地与文化所提供的最好的故事擦肩而过。

托马斯 · 巴宝莉的故事

案例简介：CampaignDescription “Tell the most interesting moments of our 160-year history in only a few minutes, using the art of a Hollywood film trailer to hint at a full film we haven’t made...yet.” Outcome Reach:Burberry record number of film views: 22m (+128% on previous year)Burberry record level of coverage: 2,220 pieces globally (+33% on previous year)Achievements:Unique visitors to Burberry.com increased by 77% vs previous yearAverage time spent on gift pages increased by 160% on previous yearLower reliance on media budget in highest spending period of the year (-7% vs previous year).Sales:Uplift on previous year. (Results confidential) Strategy Drive an awareness spike amongst core and aspiring luxury customers across social and online video platforms at the beginning of the period, in order to use programmatic and social data to ensure a seamless customer journey from the brand content to product messaging, and through to purchase. Execution Keeping to the idea of a Hollywood film trailer to hint at our own story: •Scriptwriter known for “Bridge of Spies”•Director known for “Senna” and “Amy”•Hollywood cast•Release date announced in advance (October)•Teased to database and on social platforms (end of October)•Trailer released across all owned platforms, news sites & video networks simultaneously (1st November)•Red carpet launch events with cast in key cities (November, New York, London, Seoul)•Excerpts from film across programmatic channels, including Amazon Fire TV (November/December)•Further storytelling on Burberry.com (November/December)•Interviews with director, writer and cast released (December) Synopsis Over the last few years, Burberry has become known for finding its own more modern takes on an already established tradition: that of brands trying to capture their audience’s imaginations during the all-important festive period. Rather more known to today’s audiences for its youthful digital approach to the fashion world, whilst also celebrating its 160th birthday year, how could an old British institution tell a modern-day relevant story about its original founder, in a way that could hold viewers attention long enough for an entire history lesson, and simultaneously bring a unique touch of runway glamour to the season’s schmaltz?The brief to ourselves became clear: produce a genuine piece of entertainment that could not just compete with other seasonal marketing campaigns, but that could instead proudly rub shoulders with the best stories that culture had to offer.