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博物馆
案例简介：简介: 我们有一个挑战。在葡萄牙推出 Pampero 朗姆酒，那里的朗姆酒是为老人和无聊的人准备的。我们需要让 Pampero 变酷。为此，我们关注的是那些自称独立的社会群体。为什么是他们？因为他们是意见领袖和潮流引领者。他们说什么是酷什么不是。所以，如果他们说 Pampero 很酷，每个人都会跟着他们。工作完成了。传统广告只是没有接触到这些人，艺术。 实施: 利用支持另类艺术家的帕姆佩罗基金会，我们创建了世界上第一个短暂的博物馆。首先，Bairro Alto 区最好的街头艺术作品被贴上标签。然后我们创建了一个 MUSEUEFEMERO.COM，在那里你可以下载一个音频指南和一个带有碎片位置的地图。所以你可以带着你的 mp3 播放器出去，走在博物馆的街道上。短暂的博物馆在杂志、在线、海报和酒吧里发生的事情上进行了交流，展示了 Bairro Alto 现场的不同艺术家的绘画。 结果: 每年的预算只有 3000 英镑，我们的能见度超过 240 万英镑。根据 Millward Brown 的说法，在几个月内，Pampero 达到了全年的销售预期，我们的试验增加了一倍，人们的意识提高了两倍。潘佩罗在销售和知名度方面与他的竞争对手不相上下。考虑到竞争对手已经在市场上呆了 15 年，这是值得注意的。很快，我们的游客比周围任何博物馆都多。全球数百篇文章都在谈论它。包括几位导游。该品牌正在意大利、西班牙、法国和英国开设新画廊。 为什么促销方法与产品最相关: 短暂的博物馆很快就与目标相关，潘佩罗也是如此。这次促销活动使品牌更接近目标，如今，Pampero 被认为是一个以他们的语言说话的艺术立场的品牌。网站 MUSEUEFEMERO.COM 不断更新，很快成为一个崇拜的地方，艺术家和对街头艺术感兴趣的人分享意见、信息和新鲜的艺术品。
博物馆
案例简介：Brief: We had a challenge. To launch Pampero rum in Portugal, a place where rum is for old and boring people. We needed to make Pampero cool. For this purpose, we focused on the social group who refer to themselves as INDIE. Why them? because they are opinion leaders and trendsetters. They say what is cool and what’s not. So, if they say Pampero is cool, everybody will follow them. The job is done. Traditional advertising just doesn´t get to these people, art does. Implementation: Using Pampero Fundación, a foundation that supports alternative artists, we’ve created the world´s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a MUSEUEFEMERO.COM where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets. The Ephemeral Museum was communicated in magazines, online, posters, and happenings in bars presenting different artist painting live in Bairro Alto. Results: With an annual budget of only €30.000 we generated visibility of more than €240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, We doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly we had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK. Why the method of promotion was most relevant to the product: The Ephemeral Museum quickly became relevant for the target, and so did Pampero. This promotion made the brand closer to the target, nowadays, Pampero is considered as a brand with an artistic stance that talks in their language. The site MUSEUEFEMERO.COM is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.
Museum
案例简介：简介: 我们有一个挑战。在葡萄牙推出 Pampero 朗姆酒，那里的朗姆酒是为老人和无聊的人准备的。我们需要让 Pampero 变酷。为此，我们关注的是那些自称独立的社会群体。为什么是他们？因为他们是意见领袖和潮流引领者。他们说什么是酷什么不是。所以，如果他们说 Pampero 很酷，每个人都会跟着他们。工作完成了。传统广告只是没有接触到这些人，艺术。 实施: 利用支持另类艺术家的帕姆佩罗基金会，我们创建了世界上第一个短暂的博物馆。首先，Bairro Alto 区最好的街头艺术作品被贴上标签。然后我们创建了一个 MUSEUEFEMERO.COM，在那里你可以下载一个音频指南和一个带有碎片位置的地图。所以你可以带着你的 mp3 播放器出去，走在博物馆的街道上。短暂的博物馆在杂志、在线、海报和酒吧里发生的事情上进行了交流，展示了 Bairro Alto 现场的不同艺术家的绘画。 结果: 每年的预算只有 3000 英镑，我们的能见度超过 240 万英镑。根据 Millward Brown 的说法，在几个月内，Pampero 达到了全年的销售预期，我们的试验增加了一倍，人们的意识提高了两倍。潘佩罗在销售和知名度方面与他的竞争对手不相上下。考虑到竞争对手已经在市场上呆了 15 年，这是值得注意的。很快，我们的游客比周围任何博物馆都多。全球数百篇文章都在谈论它。包括几位导游。该品牌正在意大利、西班牙、法国和英国开设新画廊。 为什么促销方法与产品最相关: 短暂的博物馆很快就与目标相关，潘佩罗也是如此。这次促销活动使品牌更接近目标，如今，Pampero 被认为是一个以他们的语言说话的艺术立场的品牌。网站 MUSEUEFEMERO.COM 不断更新，很快成为一个崇拜的地方，艺术家和对街头艺术感兴趣的人分享意见、信息和新鲜的艺术品。
Museum
案例简介：Brief: We had a challenge. To launch Pampero rum in Portugal, a place where rum is for old and boring people. We needed to make Pampero cool. For this purpose, we focused on the social group who refer to themselves as INDIE. Why them? because they are opinion leaders and trendsetters. They say what is cool and what’s not. So, if they say Pampero is cool, everybody will follow them. The job is done. Traditional advertising just doesn´t get to these people, art does. Implementation: Using Pampero Fundación, a foundation that supports alternative artists, we’ve created the world´s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then we created a MUSEUEFEMERO.COM where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets. The Ephemeral Museum was communicated in magazines, online, posters, and happenings in bars presenting different artist painting live in Bairro Alto. Results: With an annual budget of only €30.000 we generated visibility of more than €240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, We doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly we had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK. Why the method of promotion was most relevant to the product: The Ephemeral Museum quickly became relevant for the target, and so did Pampero. This promotion made the brand closer to the target, nowadays, Pampero is considered as a brand with an artistic stance that talks in their language. The site MUSEUEFEMERO.COM is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.
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