Discover Your Air|海报/平面|广告营销案例【ADGuider广告指南】

发现你的空气

案例简介：为什么这项工作与品牌体验和激活相关？我们把数百万人 (和两个标志性品牌) 带回了过去。过去的旅行，灵感来自未来。发现你的空气网络是一个90的主题有线网络庆祝空气最大日。受耐克产品的启发，该活动将复古设计与未来元素相结合，与全球运动鞋文化传统零售商Foot Locker合作发起。我们的网络不是在电视上运行的。它接管了社交媒体，零售商店，合作伙伴关系和家庭外，并创造了令人难忘的收藏家物品。这是一次真正的身临其境的体验: 五场演出，三个广告，我们自己的电缆盒，遥控器和网络指南。背景耐克是世界上最大、最具标志性的运动服装品牌，Foot Locker是世界上最大的运动鞋零售商之一。Foot Locker一直希望与gen-z sneakerhead保持联系，而不会疏远其千禧一代消费者。我们的目标是利用耐克的Air Max Day来突出Foot Locker的传统作为运动鞋的首选目的地。我们有两个目标。定量: 通过对我们内容的有意义的观看时间来衡量，与我们的受众进行更深入的互动。社交媒体是该活动的重点，社交媒体上的大多数视频的观看时间为3秒或更短。驾驶更长的平均观看时间是证明我们吸引观众的最佳方式，特别是如果我们想将有线网络带入生活。定性: 与运动鞋社区中的品味者联系，了解他们对我们的观众有多大的影响力。描述创意 (投票20%) 经典的有线电视网络，专为互联网而设计。五个原创节目，包括现场购物。三个原创广告，灵感来自经典的Foot Locker广告。二十多名演员、运动员和有影响力的人，社交媒体粉丝总数超过3500万。装满鞋子的电缆盒。别忘了遥控器和电视指南。我们向您展示: 发现您的空气网络。我们拍摄了千禧一代在90年代喜欢的节目，并与Z世代今天关心的有影响力的人一起重新想象了他们。情景喜剧，卡通，健身，新闻…… 甚至在Twitch上进行现场购物体验，并带有真实的1-800号码以购买独家产品。我们还创建了90年代启发的Foot Locker点，以在网络上运行。受电缆盒启发的播种套件，包括最新的Air Max产品，已发送给有影响力的品味者。每个盒子都包括一个播放节目音频的遥控器，以及一个电视指南，其中包含复古风格的耐克广告，这些广告也存在于零售和家庭之外。描述策略 (投票20%) 我们有两个观众，每个都同样重要。 Gen Zs (13-20) 痴迷于运动鞋，总是在寻找最新，最酷的产品，并且经常认为如果在零售商那里出售它并不酷。还有年龄较大的千禧一代 (21-34岁)，他们正在收集背后有故事的稀有产品。我们知道我们需要一场能够吸引他们俩的运动，这将捍卫Foot Locker的遗产。有线网络为我们提供了完美的构造。千禧一代知道经典的节目叙事，每个节目都以Z世代喜欢的现代人才为特色。这也是一个身临其境的想法，可以扩展到店内体验、数字内容和直邮。描述执行情况 (投票30%) 这是在非常紧张的窗口中进行的大规模生产。我们在不到6周的时间内将这个想法从概念到执行，包括拍摄了十几集的五个原创节目，三个广告，一个现场直播，有线电视盒主题的影响者播种工具包，带有功能遥控器和电视指南，以及一个翻新的零售店。我们招募了二十多个有影响力的人来关注内容，所有这些都需要识别，外展，谈判和后勤计划才能完成。该活动还平衡了耐克和Foot Locker的输入和需求，确保两个品牌在整个内容中准确定位。最终输出的视频总数为20个，包括每个节目的剧集和预告片，1小时的直播，150个影响者播种套件，遥控器和电视指南以及经过改装的Foot Locker商店。列出结果 (投票30%) 我们的目标是提高收视率 (以观看时间和完成率来衡量)，并吸引影响我们观众的文化品味制造者。在活动的12天中，浏览了超过200,000小时的 “发现您的航空网络”。社交媒体上的平均完成率不到3%…… 我们的21%。我们总共获得了超过780米的印象和10米的参与。我们还产生了超过3万条评论，其中包括来自Michael B. Jordan，Luka Sabbat，Fat Boy SSE，Sean Wotherspoon，Lloyd Banks，Justina Valentine，Kenneth Faried和B.Simone等经过验证的影响者的300条评论。

发现你的空气

案例简介：Why is this work relevant for Brand Experience & Activation? We took millions of people (and two iconic brands) back in time. A trip to the past, inspired by the future. Discover Your Air Network is a 90’s themed cable network celebrating Air Max Day. Inspired by Nike products combining retro design with futuristic elements, the campaign launched in partnership with Foot Locker, a global retailer with heritage in sneaker culture. Our network didn’t run on TV. It took over social media, retail stores, partnerships and out-of-home, and created unforgettable collectors items. It was a truly immersive experience: five shows, three commercials, our own cable boxes, remotes and network guides. Background Nike is the world’s largest and most iconic sportswear brand, and Foot Locker is one of the world’s largest sneaker retailers. Foot Locker is constantly looking to stay relevant with a Gen-Z sneakerhead without alienating its millennial consumers. Our goal was to leverage Nike’s Air Max Day to spotlight Foot Locker’s heritage as the go-to destination for sneakerheads. We had two objectives. Quantitatively: drive deeper engagement with our audiences, measured by meaningful viewing time on our content. Social media was the focus of the campaign, and most video on social is viewed for 3 seconds or less. Driving longer average view times was the best way to prove we captivated our audience, especially if we wanted to bring a cable network to life. Qualitatively: connect with tastemakers in the sneaker community, knowing how influential they are to our audience. Describe the creative idea (20% of vote) A classic cable TV network, made for the internet. Five original shows, including live shopping. Three original commercials, inspired by classic Foot Locker ads. Two dozen actors, athletes and influencers with over 35M total social media followers. Cable Boxes filled with shoes. And don’t forget the remote and TV guides. We present to you: Discover Your Air Network. We took shows Millennials loved in the 90s and reimagined them with the influencers Gen Z cares about today. Sitcoms, cartoons, fitness, news…even a live shopping experience on Twitch with a real 1-800 number to purchase exclusive product. We also created 90s-inspired Foot Locker spots to run on the network. Cable-box-inspired seeding kits including the latest Air Max product were sent to influential tastemakers. Each box included a remote that played audio from the shows, and a TV guide featuring vintage-style Nike ads that also lived in retail and out-of-home. Describe the strategy (20% of vote) We had two audiences, each equally important. Gen Zs (13-20) obsessed with sneakers, always looking for the newest, coolest product, and often assume that if it’s sold at a retailer it’s not cool. And older Millennials (21-34) who are out to collect rare products that have a story behind them. We knew we needed a campaign that could appeal to both of them, and that would champion Foot Locker’s heritage. A cable network gave us the perfect construct. Millennials know the classic show narratives, and each program featured modern day talent Gen Z loves. It’s also an immersive idea that would extend to in-store experiences, digital content and direct mail. Describe the execution (30% of vote) This was a massive production in a very tight window. We took the idea from concept to execution in less than 6 weeks, including filming over a dozen total episodes of five original programs, three commercials, a live broadcast, cable-box themed influencer seeding kits with functioning remotes and TV guides, and a retrofitted retail store. We cast two dozen influencers to star across the content, all of which required identification, outreach, negotiation and logistical planning to get the to set. The campaign also balanced input and needs from Nike and Foot Locker, ensuring both brands were accurately positioned throughout the content. The final output was 20 total videos, including episodes and trailers for each show, a 1 hour live stream, 150 influencer seeding kits, remotes and TV guides, and a retrofitted Foot Locker store. List the results (30% of vote) Our goals were to drive significant viewership (measured by time watched and completion rate), and to engage the cultural tastemakers who influence our audiences. In the 12 days of the campaign, over 200,000 hours of Discover Your Air Network was viewed. The average view to completion rate on social media is less than 3%...ours was 21%. In total we reached over 780M impressions and 10M engagements. We also generated over 30K comments, including over 300 from verified influencers like Michael B. Jordan, Luka Sabbat, Fat Boy SSE, Sean Wotherspoon, Lloyd Banks, Justina Valentine, Kenneth Faried and B.Simone.