Philips #ShaveToRemember|微电影|广告营销案例【ADGuider广告指南】

飞利浦 # ShaveToRemember

案例简介：为什么这项工作与直接相关？有些人在我们身上留下了印记。一个这样的人是纳尔逊·曼德拉。一个教会我们团结、谦卑和宽恕的人。在他的百年纪念中，我们为他所代表的一切而真正向他致敬是很合适的。因此，飞利浦和纳尔逊·曼德拉基金会联手让人们有机会穿上他标志性的发型。 # shavetoremember诞生了。我们在全国各地建立了流动理发店，并用飞利浦剃须刀武装理发师，免费为曼德拉理发。每个理发的人基本上都成为了这场运动的强大、视觉、动人的延伸。背景 2018标志着南非解放偶像纳尔逊·曼德拉一百周年。因此，飞利浦和纳尔逊·曼德拉基金会希望通过提醒南非人他的价值观来纪念他的遗产。描述创意 (投票30%) # shavetoremember 通过他标志性的发型记住一个图标。描述策略 (投票20%) 我们的角色是建立 # ShaveToRemember运动，并在该品牌的理想目标市场中点燃收购。我们开发了一种独特的直接反应漏斗方法，在社交和电视上接触我们的目标受众，并以激活的形式推动大众意识和行动。描述执行情况 (投票20%) 我们在全国各地建立了流动理发店，并用飞利浦剃须刀武装理发师，免费为曼德拉理发。仅仅穿着像他的发型这样简单的衣服，人们就表现出了追随他的脚步的承诺。每个理发的人基本上都成为了这场运动的强大、视觉、动人的延伸。列出结果 (投票30%) 结果: 活动期间销售额64% 增长，当天社交媒体上的趋势排名第一，85名994 870赢得了媒体观众，投资回报率为17:1。飞利浦剃须刀的收益也捐赠给了纳尔逊·曼德拉基金会。

飞利浦 # ShaveToRemember

案例简介：Why is this work relevant for Direct? Some people leave their mark on us. One such person was Nelson Mandela. A man who taught us about unity, humility and forgiveness. On his centenary it was only fitting that we truly honour him for what he stood for. So Philips and The Nelson Mandela foundation teamed up to give people a chance to wear his iconic haircut. #shavetoremember was born. We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign. Background 2018 marked the centenary of South Africans liberation icon, Nelson Mandela. So Philips and The Nelson Mandela Foundation wanted to and honour his legacy by reminding South Africans of his values. Describe the creative idea (30% of vote) #shavetoremember Remembering an icon through his iconic haircut. Describe the strategy (20% of vote) Our role was to build the #ShaveToRemember movement and ignite acquisition in the aspirational target market for the brand. We developed a unique direct response funnel approach to reach our target audience on social and TV and drove mass awareness and action in the form of activations. Describe the execution (20% of vote) We set up mobile barbershops around the country and armed barbers with Philips shavers to go and give free Mandela haircuts. Just by wearing something as simple as his haircut, people showed their commitment to walk in his footsteps. And every person with the haircut essentially became a powerful, visual, moving extension of the campaign. List the results (30% of vote) Results: 64% increase in sales over the period of the campaign, #1 trend on social media on the day, 85 994 870 earned media audience and a 17:1 ROI. Also proceeds of the Philips shavers were donated to The Nelson Mandela Foundation.