Take an Extra Day Off|海报/平面|广告营销案例【ADGuider广告指南】

多休息一天

案例简介：为什么这项工作与媒体相关？我们使用有史以来最可信的媒体来传达一种信息，这对许多人来说可能听起来令人难以置信。国家控制福建日报，其题词甚至是毛主席写的，所以它是官方的。在中国，公益信息是国家的领域，因此任何声称同样的品牌都将受到迅速审查。我们不仅说服他们去印刷以支持一个良好的事业，他们甚至把它作为头版新闻…… 从字面上看背景赛德林是在中国沿海省份福建土生土长的当地啤酒品牌。面对大型国际品牌竞争进入他们的地盘，该品牌需要更新以阻止5年的持续销售下降。这些竞争对手的品牌享有全国规模和更大的营销投资的好处。我们需要与Fujianers重新建立联系并振兴品牌描述创意/见解 (投票30%) 我们确定每年的春节假期是罢工的最佳时机。我们无法创造奇迹并停止时间，但我们做了下一件最好的事情。在农历新年期间，我们给了他们额外的一天假。但这听起来好得令人难以置信。我们需要说服他们这是合法的。描述策略 (投票20%) 福建是中国一个以社区意识闻名的省份。家庭圈子，朋友圈子，甚至房子都是围成一圈的。因此，对于农历新年来说，每年唯一有机会见到亲人，官方的7天假期不足以见到亲人。因此，福建本地啤酒品牌Sedrin不得不采取行动为福建人民做点好事描述执行 (投票20%) 为了休假一天，他们所要做的就是扫描二维码并填写我们的请假表以赢得一天的薪水。我们把这个消息贴在他们上下班的地铁上，甚至在他们上班的办公室电梯里。我们还在户外媒体上添加了一张撕开的纸条，以便在方便时进行扫描。在社交上，我们将他们定位在微信上，他们可以点击申请。甚至我们的啤酒也可以成为新闻频道。列出结果 (投票30%) 这是Sedrins历史上最成功的竞选活动。5年来首次销售增长。我们的故事在所有主要新闻频道中被收录，并疯狂地在社交中传播，成为福建微博上排名第一的社交嗡嗡声标签。它甚至蔓延到其他省份，他们抱怨没有得到额外的一天假。这成为一场运动，甚至激励政府在一年一度的全国人民代表大会上推动延长农历新年请告诉我们您是如何为播出的单一国家/地区/市场设计/调整您的广告系列的。凭借Sedrin作为在福建出生和培育的啤酒品牌的高度本地定位，我们利用了真正的福建本地见解。作为中国最具社区活力的省份，活动住房社区是围成一圈的，当地人没有足够的时间在春节期间见到所有亲人。我们的沟通策略是以福建为中心的。《福建日报》的头版是最官方的媒体，并得到福建当地电视台和广播电台的支持，以说服他们这是合法的，而这些媒体频道上的公益信息通常仅是国家的范围。我们还针对最繁忙的通勤路线制定了户外策略。

多休息一天

案例简介：Why is this work relevant for Media? We used the most credible media ever to communicate a message which may sound unbelievable to many. The state controlled Fujian Daily, whose inscription was even written by Chairman Mao, so it’s as official as you get. In China, public welfare messages are the domain of the state, so any brands claiming likewise would be swiftly censored. Not only did we convince them to go to print to support a good cause, they even made it front page news…literally Background Sedrin is a local beer brand born and bred in Fujian, a coastal province in China. The brand needed a refresh to arrest 5 years of continuous sales decline in the face of big international brand competition entering their turf. These competitor brands enjoy the benefit of national scale and much larger marketing investments. We needed to reconnect with the Fujianers and rejuvenate the brand Describe the creative idea/insights (30% of vote) We identified the annual Chinese new years holiday as the perfect time to strike. We couldn’t perform a miracle and stop time but we did the next best thing. We gave them an extra day off during Chinese New Year. But this sounded too good to be true. We needed to convince them it was legitimate. Describe the strategy (20% of vote) Fujian is a province in China famous for its sense of community. Family circles, friend circles, even the houses are built in circles. So for Chinese New Year, the only chance Fujianers get to see loved ones each year, the official 7 days holiday is not enough to see their loved ones. So Sedrin, a local Fujian beer brand felt compelled to act to do some good for the people of Fujian Describe the execution (20% of vote) To get a day off all they had to do was scan a QR code & fill out our leave form to win a day’s salary. We plastered this news all around their commute to work in the subway, even at their work in office lifts. We also added a tear off slip on our outdoor media to scan at their convenience. On social, we targeted them on Wechat where they could click to apply. Even our beer can became a news channel. List the results (30% of vote) This was the most successful campaign in Sedrins history. The first time sales grew in 5 years. Our story was picked up across all major news channels and spread like crazy across social becoming the #1 social buzz hashtag on Weibo in Fujian. It even spread to other provinces where they complained about not getting the extra day off. It became a movement even inspiring the government at the annual National People’s Congress to push for an extension to Chinese New Year Please tell us how you designed/adapted your campaign for the single country / region / market where it aired. Riding on the hyper local positioning of Sedrin as a beer brand born and bred in Fujian, we leveraged a truly local Fujian insight. As the most community spirited province in China, where event housing communities are built in circles, the locals don’t have enough time to see all their loved ones during Chinese New Year holiday. Our communications strategy was hyper Fujian centric. The front page of the Fujian daily is the most official media possible, and was supported by local Fujian TV and radio stations to convince them it was legitimate, when normally public welfare messages on these media channels are exclusively the domain of the state. We also targeted the busiest commute routes for our outdoor strategy.