Electrically Operated Boot|短视频|广告营销案例【ADGuider广告指南】

电动引导

案例简介：描述客户的简报: 在波兰，斯柯达希望被视为一个创新的汽车品牌。电子操作的靴子是新斯柯达 Superb Estate 的创新之一。斯柯达展厅的演示将是传达这一舒适功能的最简单方式。但是邀请数百万客户去陈列室是不可能的…… 我们决定让客户在家里体验使用新斯柯达卓越庄园的电动靴子的舒适。创意执行: 我们的客户可以体验到打开新的斯柯达 Superb 的靴子就像更换电视频道一样方便。该广告明确将斯柯达品牌定位为创新汽车品牌。描述简短/目标的创造性解决方案。我们利用了大多数波兰人在 1 频道和 2 频道观看 TVP1 和 TVP2 的事实。这是波兰的一个特点，可以追溯到共产主义时代，当时只有这两个电视频道。因此，我们在各自的通道上同时筛选了两个点: 一个是开机打开的，另一个是开机关闭的。通过改变频道，观众可以在广告放映时体验到电子操作引导的舒适。就好像他们真的在陈列室。尽可能详细地描述结果。每周约有 35 000 名客户在波兰 92 个展厅体验斯柯达汽车。我们的互动广告让 400万人体验到使用斯柯达卓越创新的便利性，只需第一个显示器。所以如果没有我们的想法，斯柯达需要大约 2 年的时间才能让这么多人体验电动靴子。

电动引导

案例简介：Describe the brief from the client: In Poland Skoda wants to be perceived as an innovative car brand. An electronically operated boot is one of the innovations of new Skoda Superb Estate. Demonstration at Skoda showrooms would be the easiest way to communicate this comfortable feature. But inviting millions of clients to showrooms is simply impossible… We decided to enable clients to experience at their homes the comfort of using electrically operated boot of the new Skoda Superb Estate. Creative Execution: Our clients could experience that opening the new Skoda Superb's boot is as convinient as changing TV channels. This advertising clearly positions Skoda brand as an innovative car brand. Describe the creative solution to the brief/objective. We took advantage of the fact that most Poles watch TVP1 on channel 1 and TVP2 on channel 2. This is a Polish peculiarity dating back to Communist times when only these two TV channels were available. So we screened two spots simultaneously on the respective channels: one with the boot opened, the other with the boot closed. By changing the channels, viewers could experience the comfort of an electronically operated boot while the ad was being screened. Just as if they were actually at the showroom. Describe the results in as much detail as possible. Each week about 35 000 clients experience Skoda cars at 92 showrooms around Poland. Our interactive advertising enabled 4 million people to experience the convenience of using Skoda Superb innovation with just the first display. So without our idea it would take about 2 years for Skoda to let so many people experience electrically operated boot.