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
布拉航空公司
案例简介：执行 我们创建了一个假航空公司，名为布拉航空公司，以体现通用航空公司的一切问题。我们发射了它，从起飞到着陆，在机上进行了 5 小时 45 分钟的越野飞行。它抓住了大多数航空公司飞行如此痛苦的所有原因。这部电影作为有史以来最长的预卷视频出现在 YouTube 上，并让观众退出 BLAH 去维珍美国网站。在整个电影中，我们播种了与 BLAH 在线联系的方法，并让他们变得栩栩如生。所以深入挖掘的观众可以通过各种渠道与 BLAH 互动。 结果 连同它的预告片，我们的网络电影获得了 100万多次观看，没有付费媒体。我们沿着工作室电影进行了回顾，并与沃霍尔、布努埃尔、林奇和达利进行了比较。这场运动在哥伦比亚广播公司、全国广播公司、美国广播公司和福克斯等新闻媒体上引人注目，产生了 1.38亿的媒体印象。这场运动导致维珍美国对话增加了 621%。尽管人们的注意力持续时间很短，但我们电影的平均观看时间超过了五分钟。 战略 维珍来找我们，说他们想瞄准商务旅行者。他们通常只预订几周，我们需要让他们尝试维珍美国。当我们调查人口统计时，我们注意到他们很像我们: 他们有创造力，有企业家精神，不符合现状。但出于某种原因，他们乘坐的是无聊的普通航空公司，并没有反映出他们是谁。所以这在很大程度上是一场转换运动: 我们如何吸引那些看起来像我们的人，那些与我们结盟的人, 我们如何在他们面前放一面镜子，给他们看，“醒来。你上错了航空公司。你需要登上维珍美国航空。"
布拉航空公司
案例简介：Execution We created a fake airline, named BLAH Airlines, to embody everything that’s wrong with generic carriers. We launched it with a 5-hour and 45-minute recreation of a cross-country flight onboard BLAH, from takeoff to landing. It captured all the reasons why flying most airlines is so painful. The film lived on YouTube as the longest pre-roll video ever and let viewers exit BLAH to go to the Virgin America website. Throughout the film, we seeded ways to be in touch with BLAH online and brought them to life. So viewers who dug deeper could interact with BLAH through various channels. Outcome Together with its trailer, our web film garnered over one million views—with no paid media. We were reviewed along studio films and compared to Warhol, Buñuel, Lynch, and Dalí. The campaign was spotlighted across news outlets such as CBS, NBC, ABC, and FOX, generating 138 million earned media impressions. The campaign resulted in a 621% increase in Virgin America conversations. And despite people’s short attention spans, the average viewing time for our film was over five minutes. Strategy Virgin came to us and said they wanted to target business travelers. They typically book just a few weeks out, and we needed to get them to try Virgin America. When we looked into the demographic, we noticed that they’re a lot like us: They’re creative, entrepreneurial, and don’t align with the status quo. But for some reason, they’re flying boring, generic airlines that aren’t reflective of who they are. So this was very much a switcher campaign: How do we entice those people who looklike us, who are aligned with us, and how do we put a mirror in front of their face and show them, “Wake up. You’re on the wrong airline. You need to get on Virgin America.”
Blah Airlines
案例简介：执行 我们创建了一个假航空公司，名为布拉航空公司，以体现通用航空公司的一切问题。我们发射了它，从起飞到着陆，在机上进行了 5 小时 45 分钟的越野飞行。它抓住了大多数航空公司飞行如此痛苦的所有原因。这部电影作为有史以来最长的预卷视频出现在 YouTube 上，并让观众退出 BLAH 去维珍美国网站。在整个电影中，我们播种了与 BLAH 在线联系的方法，并让他们变得栩栩如生。所以深入挖掘的观众可以通过各种渠道与 BLAH 互动。 结果 连同它的预告片，我们的网络电影获得了 100万多次观看，没有付费媒体。我们沿着工作室电影进行了回顾，并与沃霍尔、布努埃尔、林奇和达利进行了比较。这场运动在哥伦比亚广播公司、全国广播公司、美国广播公司和福克斯等新闻媒体上引人注目，产生了 1.38亿的媒体印象。这场运动导致维珍美国对话增加了 621%。尽管人们的注意力持续时间很短，但我们电影的平均观看时间超过了五分钟。 战略 维珍来找我们，说他们想瞄准商务旅行者。他们通常只预订几周，我们需要让他们尝试维珍美国。当我们调查人口统计时，我们注意到他们很像我们: 他们有创造力，有企业家精神，不符合现状。但出于某种原因，他们乘坐的是无聊的普通航空公司，并没有反映出他们是谁。所以这在很大程度上是一场转换运动: 我们如何吸引那些看起来像我们的人，那些与我们结盟的人, 我们如何在他们面前放一面镜子，给他们看，“醒来。你上错了航空公司。你需要登上维珍美国航空。"
Blah Airlines
案例简介：Execution We created a fake airline, named BLAH Airlines, to embody everything that’s wrong with generic carriers. We launched it with a 5-hour and 45-minute recreation of a cross-country flight onboard BLAH, from takeoff to landing. It captured all the reasons why flying most airlines is so painful. The film lived on YouTube as the longest pre-roll video ever and let viewers exit BLAH to go to the Virgin America website. Throughout the film, we seeded ways to be in touch with BLAH online and brought them to life. So viewers who dug deeper could interact with BLAH through various channels. Outcome Together with its trailer, our web film garnered over one million views—with no paid media. We were reviewed along studio films and compared to Warhol, Buñuel, Lynch, and Dalí. The campaign was spotlighted across news outlets such as CBS, NBC, ABC, and FOX, generating 138 million earned media impressions. The campaign resulted in a 621% increase in Virgin America conversations. And despite people’s short attention spans, the average viewing time for our film was over five minutes. Strategy Virgin came to us and said they wanted to target business travelers. They typically book just a few weeks out, and we needed to get them to try Virgin America. When we looked into the demographic, we noticed that they’re a lot like us: They’re creative, entrepreneurial, and don’t align with the status quo. But for some reason, they’re flying boring, generic airlines that aren’t reflective of who they are. So this was very much a switcher campaign: How do we entice those people who looklike us, who are aligned with us, and how do we put a mirror in front of their face and show them, “Wake up. You’re on the wrong airline. You need to get on Virgin America.”
布拉航空公司
暂无简介
Blah Airlines
暂无简介
基本信息
- 广告战役： #维珍-推广与活动-93b2#
- 广告品牌： 维珍
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
