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# ESURANCESAVE30
案例简介：结果和有效性: 利用推特平台，花费了其他超级碗广告商的一小部分，在最初的 60 分钟里，我们看到了 224,000 个回复。在广告播出后的 36 小时里，有 540万个标签的使用导致了 26亿的社交媒体印象。基于对类似预计观众的类似努力，我们预计大约 180万个参赛作品会得到回应。不需要跟踪，我们的推特粉丝在 36 小时内从 9,000 以下跃升到 270,000 以上，增长了近 3000%。我们接受 550 毫米媒体对 “赢得了超级碗”，甚至没有变得不同寻常。 创意执行: 为了证明埃斯诺将他们的储蓄传递给客户，我们想出了一个简单的想法。我们买了超级碗后的第一个广告，这比游戏中的现场成本节省了 150万美元。然后，我们拿走了 150万美元，并承诺给一个幸运的获胜者。要进入，人们只需在推特上使用 # EsuranceSave30。在广告播出之前，我们通过在网络、印刷、社交媒体和电视上取笑这个想法来创造兴奋。 通过使用一托盘钱，我们能够向消费者展示成为一家更聪明公司的一部分的切实好处。通过挑战超级碗广告的效率，我们能够创造相关的规模。我们从概念上和视觉上代表了埃索什多年来一直支持的利益 -- 埃索什是为了省钱而构建的，当他们省钱时，他们会把省下的钱传给他们的客户。 见解、战略和想法: 保险是一个 “不可检查” 的类别，它的无形产品充满了任意储蓄的信息。埃塞是一个相对未知的类别，独立意识比我们最强的直接竞争对手低 350%。最重要的是，我们在市场上的支出大大超过了。我们需要更高的意识来提高竞争力，我们希望向消费者展示更智能思维的影响和效率的力量。 超级碗提供了大量的观众，但它拥挤而昂贵。我们的目标是创建一个节目，吸引我们核心观众的注意力，自我引导 30 多岁，并鼓励他们继续传播这个词。我们想创造一个与埃斯特公司的身份密不可分的话题。不是一个品牌的特技。
# ESURANCESAVE30
案例简介：Results and Effectiveness: Leveraging the Twitter platform and spending a fraction of the other Super Bowl advertisers, in the first 60 minutes we saw 224,000 responses. In the 36 hours after the commercial ran, there were 5.4 Million hashtag uses leading to 2.6 Billion social media impressions. Based on similar efforts against similar projected audiences, we expected a response of approximately 1.8 Million entries. Without requiring follows, our Twitter followers jumped from below 9,000 to over 270,000 in 36 hours, an increase of almost 3000%. We received 550MM Media impressions and “won the Super Bowl” without even being in it. Creative Execution: To prove that Esurance passes their savings on to customers, we came up with a simple idea. We bought the first commercial after the Super Bowl, which saved us $1.5 million versus the cost of an in-game spot. Then, we took the $1.5 million and promised to give it to one lucky winner. To enter, people simply had to use #EsuranceSave30 on Twitter. Before the commercial aired, we created excitement by teasing the idea on web, print, social media and television. By using a pallet of money, we were able to show consumers the tangible benefit of being a part of a smarter company. By challenging the efficiency of Super Bowl ads, we were able to create relevant scale. We conceptually and visually represented the benefit Esurance had been espousing for years – Esurance is built to save money, and when they save, they pass the savings on to their customer. Insights, Strategy and the Idea: Insurance is an “uninspectable” category with an intangible product filled with messages of arbitrary savings. Esurance is a relative unknown in the category with unaided awareness 350% lower than our strongest direct competitor. On top of that, we were being significantly outspent in the marketplace. Esurance needed higher awareness to be competitive and we wanted to show consumers the impact of smarter thinking and the power of efficiency. The Super Bowl provides a huge audience but it is crowded and expensive. Our goal was to create a program that would capture the attention of our core audience, self-directed 30-something’s, and encourage them to continue to spread the word. We wanted to create buzz that was inextricably linked to who Esurance was as a company. Not a branded stunt.
#ESURANCESAVE30
案例简介：结果和有效性: 利用推特平台，花费了其他超级碗广告商的一小部分，在最初的 60 分钟里，我们看到了 224,000 个回复。在广告播出后的 36 小时里，有 540万个标签的使用导致了 26亿的社交媒体印象。基于对类似预计观众的类似努力，我们预计大约 180万个参赛作品会得到回应。不需要跟踪，我们的推特粉丝在 36 小时内从 9,000 以下跃升到 270,000 以上，增长了近 3000%。我们接受 550 毫米媒体对 “赢得了超级碗”，甚至没有变得不同寻常。 创意执行: 为了证明埃斯诺将他们的储蓄传递给客户，我们想出了一个简单的想法。我们买了超级碗后的第一个广告，这比游戏中的现场成本节省了 150万美元。然后，我们拿走了 150万美元，并承诺给一个幸运的获胜者。要进入，人们只需在推特上使用 # EsuranceSave30。在广告播出之前，我们通过在网络、印刷、社交媒体和电视上取笑这个想法来创造兴奋。 通过使用一托盘钱，我们能够向消费者展示成为一家更聪明公司的一部分的切实好处。通过挑战超级碗广告的效率，我们能够创造相关的规模。我们从概念上和视觉上代表了埃索什多年来一直支持的利益 -- 埃索什是为了省钱而构建的，当他们省钱时，他们会把省下的钱传给他们的客户。 见解、战略和想法: 保险是一个 “不可检查” 的类别，它的无形产品充满了任意储蓄的信息。埃塞是一个相对未知的类别，独立意识比我们最强的直接竞争对手低 350%。最重要的是，我们在市场上的支出大大超过了。我们需要更高的意识来提高竞争力，我们希望向消费者展示更智能思维的影响和效率的力量。 超级碗提供了大量的观众，但它拥挤而昂贵。我们的目标是创建一个节目，吸引我们核心观众的注意力，自我引导 30 多岁，并鼓励他们继续传播这个词。我们想创造一个与埃斯特公司的身份密不可分的话题。不是一个品牌的特技。
#ESURANCESAVE30
案例简介：Results and Effectiveness: Leveraging the Twitter platform and spending a fraction of the other Super Bowl advertisers, in the first 60 minutes we saw 224,000 responses. In the 36 hours after the commercial ran, there were 5.4 Million hashtag uses leading to 2.6 Billion social media impressions. Based on similar efforts against similar projected audiences, we expected a response of approximately 1.8 Million entries. Without requiring follows, our Twitter followers jumped from below 9,000 to over 270,000 in 36 hours, an increase of almost 3000%. We received 550MM Media impressions and “won the Super Bowl” without even being in it. Creative Execution: To prove that Esurance passes their savings on to customers, we came up with a simple idea. We bought the first commercial after the Super Bowl, which saved us $1.5 million versus the cost of an in-game spot. Then, we took the $1.5 million and promised to give it to one lucky winner. To enter, people simply had to use #EsuranceSave30 on Twitter. Before the commercial aired, we created excitement by teasing the idea on web, print, social media and television. By using a pallet of money, we were able to show consumers the tangible benefit of being a part of a smarter company. By challenging the efficiency of Super Bowl ads, we were able to create relevant scale. We conceptually and visually represented the benefit Esurance had been espousing for years – Esurance is built to save money, and when they save, they pass the savings on to their customer. Insights, Strategy and the Idea: Insurance is an “uninspectable” category with an intangible product filled with messages of arbitrary savings. Esurance is a relative unknown in the category with unaided awareness 350% lower than our strongest direct competitor. On top of that, we were being significantly outspent in the marketplace. Esurance needed higher awareness to be competitive and we wanted to show consumers the impact of smarter thinking and the power of efficiency. The Super Bowl provides a huge audience but it is crowded and expensive. Our goal was to create a program that would capture the attention of our core audience, self-directed 30-something’s, and encourage them to continue to spread the word. We wanted to create buzz that was inextricably linked to who Esurance was as a company. Not a branded stunt.
# ESURANCESAVE30
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#ESURANCESAVE30
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