In Search of Incredible (Film)|短视频|广告营销案例【ADGuider广告指南】

寻找不可思议的 (电影)

案例简介：摘要: 华硕是最具创新性的科技品牌之一，但并不为普通消费者所熟知。华硕在英特尔和 Bang & Olufsen 的帮助下，创造了 N5 系列笔记本电脑，彻底改变了笔记本电脑上听音乐的方式。华硕现在已经推出了第一个全球品牌活动，试图尽可能高效地对目标受众产生巨大影响。华硕和英特尔此次活动的目标是使用付费媒体来开展一场影响深远的活动，吸引观众，进而将华硕笔记本销量增加 10%，并将公司推向全球五大品牌。由于缺乏与大玩家竞争的预算，该活动被设置为寻找令人难以置信的内容以吸引观众的主要概念: “寻找令人难以置信的”。该运动利用唐 · 麦卡林的摄影作品将人们推向一个没有品牌的网站。然后，我们推出了一部由杰森 · 姆拉兹执导的电影，挑战观众分享他们自己不可思议的故事，以换取赢得不可思议奖项的机会 -- 这部电影由获奖影片阿西夫 · 卡帕迪亚执导, 在圣丹斯现场放映，并由必应在全球播放。在全球范围内，随着华硕进入上网本和笔记本电脑全球前五大品牌，该活动的销售目标被超过 60%该公司的 Facebook 页面和网站在活动期间收集了 1200万多次活动和销售。现在，37% 的市场对自己购买华硕电脑有更高的兴趣，其余 63% 的消费者中，有一半希望拥有华硕。

寻找不可思议的 (电影)

案例简介：SUMMARY: ASUS is one of the most innovative technology brands, but not widely known by general consumers.ASUS, with the help of Intel and Bang & Olufsen, created the N5 series laptop which revolutionised the way that music can be listened to on a laptop. ASUS has now launched its first ever global brand campaign to try and make a big impact with the target audience as efficiently and effectively as possible. Asus and Intel’s goals for this campaign were to use paid media to deliver a high impact campaign that would engage the audience and in turn increase ASUS notebook sales by 10% and move the company up into the top 5 global brands. Lacking the budget to compete with the big players, the campaign was set up as a voyage to find incredible content to engage the audience Main Concept: “In Search of the Incredible”. The campaign used photography by Don McCullin to drive people to an unbranded website. We then introduced a film by Jason Mraz, challenging viewers to share their own incredible stories in return for the chance to win an incredible prize– a film directed by award-winner Asif Kapadia, screened live at Sundance and streamed globally by Bing. Globally, the sales objective of the campaign was exceeded by 60% as ASUS moved into the top 5 global brands for netbooks & notebooks knocking Toshiba off its #5 spot. The company’s Facebook page and website gathered over 12 million engagements and sales during the campaign period. Now, 37% of the market has a higher interest in purchasing an Asus computer for themselves and of the remaining 63%, half of those consumers would like to own an Asus.