The Better Way to Get Around|短视频|广告营销案例【ADGuider广告指南】

更好的出行方式

案例简介：结果它覆盖了全世界 150 多个国家，至今仍在分享。Facebook 有来自多个来源的超过 10000万的浏览量 -- 这个数字仍在增长，并且不可能正确地等同起来。推特在 90 天内交付了 162 个印象推特第一视图在 3 天内交付了 48m 个印象，每安装一个惊人的 3.31 视频视图成本下降了 10%，同时增加了覆盖范围25% QoQ 90k 仅在 Careem 页面上提到表情符号 # Careem YouTube 的浏览量是 4,950,996，但是因为它是从多个来源上传的，所以总的数字要高得多。Instagram 我们不知道总数，因为它是从多个来源共享的。谷歌 “Careem human slingshot”，你会看到 18 页的 aprrox 2870 结果，几乎都是 Careem 的结果。在竞选成功 9 个月后，史努比狗狗在他的 Instagram 页面上分享了我们的视频，该视频仍在世界各地分享。获得额外的 918,887 个视图/4,427 个评论和 82.6 个喜欢 https://www.instagram.com/p/BTPFOvIDj8F/?hl=en 战略 Careem 是数字时代的先驱，他们帮助我们想出了一个计划，试图让社交媒体成为我们的品牌发射台，让我们接触到我们需要的整个地区我们的小预算。接触这 11 个国家数百万人的唯一方法是通过社交媒体。它是连接世界每一秒的一件事。我们的目标受众是如此的多样化，从年龄、种族、宗教和种族到组织, 所以在同一个地方同时与所有这些人交谈的唯一方式当然是社交媒体。通过让我们的视频在所有社交媒体平台上疯传，我们的信息被传递到世界各地，我们让 Careem 品牌出现的目标也得到了实现。相关性这项工作与媒体狮子相关，因为我们必须有不同的想法; 因为正常的媒体渠道无法覆盖 11 个国家。我们设计了一个噱头，充分利用社交媒体平台的力量，为我们的品牌发布获得免费的全球媒体和曝光。通过以一种巧妙的方式向公众操纵我们的活动，我们让它像病毒一样传播，结果; 世界在 150 多个国家推出了我们的品牌，媒体预算只有 2800 美元。活动描述创造性的想法是向 Careem 展示，与所有其他交通方式相比，Careem 是在城市中更好的出行方式。我们通过创建和测试一种叫做 “人类弹弓” 的新运输方法来做到这一点。不幸的是，测试没有按计划进行，这个人突然越过了安全网，所以它确实突出了一个事实，即 Careem 是更好的出行方式。执行我们通过 whatsapp 向 3 名关键影响者泄露了无品牌预告。他们立即将视频上传到他们的社交媒体网站，不知道这是一个广告。几个小时内，该地区的每个主要新闻网站和博客都收到了视频。然后它开始在世界各地的网站上分享，比如 9Gag 、 Unilad 、 Men's Humour 、 Herb，甚至著名的乐队 LMFAO 也分享了它。一个 facebook 用户在他的视频页面上有 1550万的浏览量。然后它真的疯了, 迪拜政府得到了来自世界各地的媒体和人们的联系，以至于网络犯罪部门打电话给我们，让我们披露广告，并告诉世界这是一个噱头。到这个阶段，这个预告已经在全球 150 多个国家被看到，所以我们只是承认了这个视频，并展示了我们的品牌版本。概要 Careem 是一个基于迪拜的汽车预订应用程序，在中东、北非和南亚 (MENASA) 地区的 49 个城市运营。他们需要发起一场描绘他们个性 (冒险家/创新者/数字时代先锋) 的运动来启动他们的品牌，这需要在梅纳萨地区看到。问题是，作为一家年轻的初创公司，他们没有大型 ATL 活动的预算，所以我们决定通过社交媒体做所有事情。要在所有这些国家看到，我们必须巧妙地想出一种方法，让我们的启动活动迅速传播。

更好的出行方式

案例简介：Outcome It reached over 150 countries worldwide and is still being shared today. Facebook has over 100 million views from multiple sources - this number is still growing, and is impossible to equate properly. Twitter 162M Impressions delivered in 90 days Twitter First View delivered 48M impressions in 3 days with an amazing 3.31M Video Views Cost per Install decreased by 10% while increasing reach by 25% QoQ 90k mentions of the Emoji #Careem YouTube views on the Careem page alone are 4,950,996 but because it has been uploaded from multiple sources the total figure is much more. Instagram we don't know the total figure because it was shared from multiple sources. Google 'careem human slingshot' and you'll see aprrox 2870 results across 18 pages, nearly all for Careem.Snoop Dogg shared our video on his Instagram page, 9 months after the campaign hit it is still being shared around the world. Getting an additional 918,887 views / 4,427 comments & 82.6k likeshttps://www.instagram.com/p/BTPFOvIDj8F/?hl=en Strategy Careem being the digital age pioneers that they are helped us come up with a plan to try and make social media our brand launch pad to give us the exposure and reach across the region that we needed for the tiny budget we had. The only way to reach the millions of people in the 11 countries was through social media. It's the one thing that connects the world every second of everyday. Our target audience was so diverse it ranged in ages and ethnicity, religions and race and from people to organisations, so the only way to talk to all of these at the same time in the same place was of course social media. By making our video go viral on all of the social media platforms our message was delivered around the world and our objective of getting the Careem brand out there was certainly met. Relevancy This work is relevant for Media Lion because we had to think differently; as the normal media channels to reach 11 countries were way out of budget. We devised a stunt to fully utilise the power of social media platforms to get free worldwide media and exposure for our brand launch. By manipulating our campaign to the public in a clever way we made it go viral and in result; the world launched our brand in over 150 countries for the tiny media budget of $2800. CampaignDescription The creative idea was to show Careem as the better way to get around the city opposed to all other transport methods. We did this by creating and testing a new transport method called the 'Human Slingshot'. Unfortunately the test didn't go to plan and the man catapulted past the safety net, so it really did highlight the fact that Careem is the better way to get around. Execution We leaked the unbranded teaser to 3 key influencers via whatsapp. They immediately uploaded the video to their social media sites not knowing it was an ad.Within a few hours it was picked up by every major news site and blog across the region. Then it started being shared around the world on sites like 9Gag, Unilad, Men's Humour, Herb and even the famous band LMFAO shared it. One facebook user has 15.5 million views on his page of the video. Then it really went crazy, the Dubai government were getting contacted so much by press and people from around the world that the cyber crimes division called and made us reveal the ad and tell the world it was a stunt. By this stage the teaser had been seen in over 150 countries worldwide so we just owned up to the video and revealed our branded version. Synopsis Careem is a Dubai based car booking app that is operating in 49 cities across Middle East, North Africa and South Asia (MENASA) region. They needed to launch their brand with a campaign that portrayed their personality (risk takers/innovators/digital age pioneers) and it needed to be seen across the MENASA region. The problem was that as a young start up company they didn't have the budget for a big ATL campaign so we decided to do everything through social media. To be seen in all of these countries we had to cleverly think of a way for our launch campaign to go viral.