The All-In Promo|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

所有的宣传片

案例简介：概要 2018 是足球世界杯的一年。历史上阿根廷最受关注的赛事，一个充满足球气息的国家。没必要说现在是电子产品零售的旺季。Noblex 是一家阿根廷电视制造商，与三星、索尼和 LG 竞争; 提供质量和价格相似的产品。但说到科技，消费者更喜欢亚洲品牌。为了让事情变得更加复杂，在世界杯南美预选赛结束前的 3 场比赛中，阿根廷国家队零失误，几乎没有晋级的机会。战略这项运动的目标是考虑在世界杯前更新电视的足球迷。那些认为团队会成功的人和那些认为 oposite 也成功的人。当大多数品牌惊慌失措时，(国家和全球、赞助商和非赞助商) Noblex 看到了一个独特的机会来为自己引发对话。像可口可乐和英博这样的官方赞助商陷入了完全的交流沉默，Noblex 是唯一一个支持国家队的支持者，他们大胆地提出了将自己的商业行为与运动结果联系在一起的主张。随着阿根廷被归类为世界杯，赌注的巨大风险成为该品牌的巨大资本。结果通信结果: 有 2 条付费推文:-印象: 406 毫米。-2017年与大多数互动的赞助商 (超过英博和可口可乐等其他赞助商)-总有机联系 57,000,000-赢得媒体: 13,017,126 美元-阿根廷推特上最受关注的品牌，2017。执行 Noblex 在最近三次分类比赛之前，从其推特账户推出了 “所有促销活动”。该品牌的 B2C 渠道正处于早期阶段，因此这是一种测试消费者购买意愿的方式。3000 电视的在线股票立即售罄。国家队可怜的表现引起了公众的强烈抗议，并迫使该品牌延长了最终决定性的推广。额外的一轮 2000年套装在 6 小时内网上售罄。这位 Noblex 首席执行官在推特上成为了全国的笑柄。人们创造了数百个关于他们甚至不认识的人的迷因。所以我们决定通过推特上的个人账户 (@ gerentedenobelex) 让他变得栩栩如生，在最后一场比赛中加入实时互动的对话。最后，阿根廷以 3 比 1 赢得了那场比赛，确保了分类和促销的成功。活动描述足球是纯粹的娱乐，但 “所有在宣传片” 使它更愉快。它向那些购买 Noblex 4k 电视的人提供全额退款，以防阿根廷没有资格参加世界杯。在一个充满足球气息的国家，人们以前所未有的方式赞助，变得疯狂。在线电视股票在几小时内就卖光了 -- 收费为 S11M -- 但对话持续了 4 周，这位 Noblex 首席执行官从国家的笑声变成了一个绝对的上帝。

所有的宣传片

案例简介：Synopsis 2018 is the year of the football World Cup. Historically the most watched event in Argentina, a country that breathes football. No need to say it’s high season for electronics retail. Noblex is an Argentine TV manufacturer competing with Samsung, Sony and LG; offering a product that’s similar in quality and in price. But when it comes to technology consumers prefer asian brands. To make things even more complex, 3 matches before the end of the South American qualifiers to the World Cup, the Argentine National Team was left with zero margin for error and little chances to qualify. Strategy The campaign was targeted to football fans considering to renew their TVs before the World Cup. Those who thought the team was going to make it and those who thought the oposite too. While most brands panicked, (national and global, sponsors and non-sponsors) Noblex saw a unique opportunity to spark conversation for themselves. Official Sponsors like Coca-Cola and Inbev went into complete communication silence being Noblex the only supporter to stand up for the national team with the bold proposition of tying their bussiness to their sport result. With Argentina classified to the world cup, the enormous risk of the bet became an immense capital for the brand. Outcome COMMS RESULTS: With 2 paid tweets: - Impressions: 406MM. - Sponsor with most interactions in 2017 (over other sponsors like Inbev and Coca-Cola) -Total organic reach 57,000,000 -Earned Media: $13,017,126 -Most mentioned brand on twitter in Argentina, 2017. Execution Noblex launched the “all in promo” from its Twitter account, previous to the last three classification matches. The brand’s B2C channel is in it’s early stages so it was a way of testing consumer’s intention to buy. The online stock of 3000 TV sold out immediately. The pathetic performance of the national team caused a public outcry and forced the brand to extend the promotion for the final decisive. An extra round of 2000 sets sold out online in 6 hours. The Noblex CEO became the laugh of the nation on Twitter. People were creating hundreds of Memes about someone they didn’t even know. So we decided to bring him to life through a personal account (@gerentedenoblex) on twitter to join the conversation in real time interacting during the final match. In the end, Argentina won that match 3 to 1, ensuring the classification and the success of the promotion. CampaignDescription Football is pure entertainment but the “All In Promo” made it even more enjoyable. It offered those who bought their Noblex 4K TVs a full refund in case Argentina did not qualify for the World Cup. With an unprecedented approach to sponsorships in a country that breathes football, people went crazy. The online TV stock sold out in hours -billing S11M- but the conversation lasted 4 weeks in which the Noblex CEO went from being the laugh of the nation to an absolute God.