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电车详细信息
案例简介：目标和情况背景 阿贾克斯于 2001年在捷克市场推出。家庭清洁类别竞争激烈，拥有强大且受支持的品牌，而相比之下，Ajax 预算相对较小。 为了消除竞争噪音，我们需要一个与阿贾克斯品牌价值观相一致的突破性媒体理念。 我们的目标是将品牌与其竞争对手区分开来; 在有限的预算下实现高水平的突出，并展示两个核心产品属性: 清洁和闻起来很好。 哲学/解决方案 媒体解决方案 我们建议在布拉格 (捷克共和国清洁产品的主要市场) 定制一辆电车，以配合春季的第一天 (3月21日) 传统上与春季清洁相关的一天。 我们选择的电车路线是从市中心到最大、最受欢迎的公园。整个 3月21日，阿贾克斯的资金意味着每个人都可以免费使用电车路线。 电车的内部是一尘不染的，装饰着鲜花，而电车的外部则是阿贾克斯的颜色。 乘坐电车的每个人都收到了一张春季贺卡，上面写着品牌信息: “清洁也闻起来不错”。 春季特技在捷克共和国产生了大量的公关报道，并在第一个春天的一天载了 1500 名乘客!电车上长达一年的品牌持续了一段时间，在一年的活动中，每周都有近 100万人获得品牌知名度。 媒体团队开发了一个非常有效的解决方案，完美匹配品牌需求和完整的沟通目标。 我们的解决方案 -- 定制电车 -- 展示了 Ajax 品牌的两个核心产品优势。对公共交通的普遍看法是它既脏又臭: Ajax 很好地解决了两个问题。 同样，这确保了高水平的突出和宣传里程，在高度混乱的家庭清洁市场上带来了阿贾克斯品牌的差异化，预算明显低于所有主要竞争对手。
电车详细信息
案例简介：Objectives and situation background Ajax was launched in the Czech market in 2001. The household cleaning category is highly competitive, with strong and heavily supported brands, whilst the Ajax budget is relatively small in comparison. In order to cut through the competitive noise, we needed a breakthrough media idea that was consistent with the Ajax brand values. Our objectives were to differentiate the brand from its competitors; achieve a high level of standout for a limited budget and demonstrate two core product attributes: cleans and smells good. Philosophy/Solution Media Solution We recommended the customisation of a tram in Prague (the main market for cleaning products in the Czech Republic) to coincide with the first day of spring (21st March) â the day traditionally associated with spring cleaning. The tram route we selected runs from the city centre to the biggest and most popular park. Throughout the 21st March, Ajax funding meant that everyone could use the tram route for free. The inside of the tram was made spotlessly clean and decorated with fresh flowers, whilst the outside of the tram was branded with the Ajax colours. Everyone who traveled on the tram also received a spring greeting card, featuring the brand message: âCleanliness that also smells goodâ. The spring stunt generated a tremendous amount of PR coverage in the Czech Republic â and carried 1500 passengers on the first spring day! The year-long branding on the tram sustained brand awareness over time â reaching almost one million people each week during the year long campaign. Media team developed a very effective solution that perfectly matched brand needs and fullfiled communication objectives. Our solution - a customised tram â demonstrated the two core product benefits of the Ajax brand. The general perception of public transportation is that it is both dirty and smelly: two problems that Ajax is well equipped to solve. Equally, this ensured a high level of standout and publicity mileage that brought a differentiation of the Ajax brand on the highly cluttered household cleaning market with significantly lower budget than all main competitors.
Tramway Detail
案例简介：目标和情况背景 阿贾克斯于 2001年在捷克市场推出。家庭清洁类别竞争激烈，拥有强大且受支持的品牌，而相比之下，Ajax 预算相对较小。 为了消除竞争噪音，我们需要一个与阿贾克斯品牌价值观相一致的突破性媒体理念。 我们的目标是将品牌与其竞争对手区分开来; 在有限的预算下实现高水平的突出，并展示两个核心产品属性: 清洁和闻起来很好。 哲学/解决方案 媒体解决方案 我们建议在布拉格 (捷克共和国清洁产品的主要市场) 定制一辆电车，以配合春季的第一天 (3月21日) 传统上与春季清洁相关的一天。 我们选择的电车路线是从市中心到最大、最受欢迎的公园。整个 3月21日，阿贾克斯的资金意味着每个人都可以免费使用电车路线。 电车的内部是一尘不染的，装饰着鲜花，而电车的外部则是阿贾克斯的颜色。 乘坐电车的每个人都收到了一张春季贺卡，上面写着品牌信息: “清洁也闻起来不错”。 春季特技在捷克共和国产生了大量的公关报道，并在第一个春天的一天载了 1500 名乘客!电车上长达一年的品牌持续了一段时间，在一年的活动中，每周都有近 100万人获得品牌知名度。 媒体团队开发了一个非常有效的解决方案，完美匹配品牌需求和完整的沟通目标。 我们的解决方案 -- 定制电车 -- 展示了 Ajax 品牌的两个核心产品优势。对公共交通的普遍看法是它既脏又臭: Ajax 很好地解决了两个问题。 同样，这确保了高水平的突出和宣传里程，在高度混乱的家庭清洁市场上带来了阿贾克斯品牌的差异化，预算明显低于所有主要竞争对手。
Tramway Detail
案例简介：Objectives and situation background Ajax was launched in the Czech market in 2001. The household cleaning category is highly competitive, with strong and heavily supported brands, whilst the Ajax budget is relatively small in comparison. In order to cut through the competitive noise, we needed a breakthrough media idea that was consistent with the Ajax brand values. Our objectives were to differentiate the brand from its competitors; achieve a high level of standout for a limited budget and demonstrate two core product attributes: cleans and smells good. Philosophy/Solution Media Solution We recommended the customisation of a tram in Prague (the main market for cleaning products in the Czech Republic) to coincide with the first day of spring (21st March) â the day traditionally associated with spring cleaning. The tram route we selected runs from the city centre to the biggest and most popular park. Throughout the 21st March, Ajax funding meant that everyone could use the tram route for free. The inside of the tram was made spotlessly clean and decorated with fresh flowers, whilst the outside of the tram was branded with the Ajax colours. Everyone who traveled on the tram also received a spring greeting card, featuring the brand message: âCleanliness that also smells goodâ. The spring stunt generated a tremendous amount of PR coverage in the Czech Republic â and carried 1500 passengers on the first spring day! The year-long branding on the tram sustained brand awareness over time â reaching almost one million people each week during the year long campaign. Media team developed a very effective solution that perfectly matched brand needs and fullfiled communication objectives. Our solution - a customised tram â demonstrated the two core product benefits of the Ajax brand. The general perception of public transportation is that it is both dirty and smelly: two problems that Ajax is well equipped to solve. Equally, this ensured a high level of standout and publicity mileage that brought a differentiation of the Ajax brand on the highly cluttered household cleaning market with significantly lower budget than all main competitors.
电车详细信息
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Tramway Detail
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基本信息
- 广告战役： #Ajax-户外-1fb4#
- 广告品牌： Ajax
- 发布日期： 2003-03-21
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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