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测谎仪
案例简介：描述客户的简报: 大多数比利时人都知道，韩国汽车品牌起亚为其所有车型提供 7 年保修。这是件好事。但是，他们中的许多人认为 7 年保修太好了，不可能是真的，必须有一个陷阱。这是个问题。如果人们不相信你的广告信息，那么常规广告是不够的。需要一种不同的方法。一个传统的广告是由编辑内容支持的，尤其是大量的口碑。 创意执行: 每个人都被提醒，只有起亚提供 7 年保修。尽管这听起来太好了，不可能是真的，但事实上它 100% 是真的，而且没有什么问题。 描述简短/目标的创造性解决方案。 我们使用了一件可以证明保修是真实的并且没有问题的东西: 测谎仪。法律连接，一个官方的测谎仪公司，吸引了起亚汽车公司的首席执行官，直到他们的测谎仪。然后，消费者可以在在线直播会议上问他任何关于 7 年保修的问题。Benoit 的答案和测试结果都直接发送到网站。这个非常特别的特技是通过报纸广告、横幅和新闻稿传达的，告诉每个人一个真正的首席执行官将接受现场测谎仪测试。 尽可能详细地描述结果。 每个人都被提醒，只有起亚提供 7 年保修。尽管这听起来太好了，不可能是真的，但实际上 100% 是真的。这个活动被无数的博客吸引，并在报纸和杂志上出现。结果在街上引起了很多轰动。独立媒体公司 Scripta 称，这场运动的影响®: 品牌认知度: 42% (而不是 32% 行业平均水平) 归属: 73% (而不是 62% 行业平均水平)，导致 31% 的有效性评级 (而不是 20% 行业平均水平) 最后但并非最不重要: 80% 令人印象深刻的可信度。
测谎仪
案例简介：Describe the brief from the client: Most people in Belgium know that Korean car brand KIA gives a 7-year warranty on all its models. That's a good thing. But, a lot of them think 7 years warranty is too good to be true and that there must be a catch. That's a problem. If people don't believe your advertising message then regular advertising is insufficient. A different approach was needed. One where traditional advertising was supported by editorial content and especially a lot of word of mouth. Creative Execution: Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true and that there is no catch. Describe the creative solution to the brief/objective. We used the one thing that could prove the warranty is genuine and that there is no catch: a lie detector. Legal connections, an official lie detector company, hooked the CEO of KIA Motors, up to their lie detector. Consumers could then ask him any questions they had about the 7-year warranty during a live online session. Both Benoit's answers and the test results were streamed directly to the website. This very special stunt was communicated through newspaper ads, banners and a press release telling everyone that an actual CEO would be undergoing a live lie detector test. Describe the results in as much detail as possible. Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true. The event was picked up by countless blogs and got featured in newspapers and magazines. And as a result created a lot of buzz in the streets. The campaign's impact according to independent media company Scripta® : Brand recognition: 42% (instead of 32% sector average) Attribution: 73% (instead of 62% sector average) Resulting in an Effectiveness Rating of 31% (instead of 20% sector average) And last but not least: An impressive credibility of 80%.
Lie Detector
案例简介：描述客户的简报: 大多数比利时人都知道，韩国汽车品牌起亚为其所有车型提供 7 年保修。这是件好事。但是，他们中的许多人认为 7 年保修太好了，不可能是真的，必须有一个陷阱。这是个问题。如果人们不相信你的广告信息，那么常规广告是不够的。需要一种不同的方法。一个传统的广告是由编辑内容支持的，尤其是大量的口碑。 创意执行: 每个人都被提醒，只有起亚提供 7 年保修。尽管这听起来太好了，不可能是真的，但事实上它 100% 是真的，而且没有什么问题。 描述简短/目标的创造性解决方案。 我们使用了一件可以证明保修是真实的并且没有问题的东西: 测谎仪。法律连接，一个官方的测谎仪公司，吸引了起亚汽车公司的首席执行官，直到他们的测谎仪。然后，消费者可以在在线直播会议上问他任何关于 7 年保修的问题。Benoit 的答案和测试结果都直接发送到网站。这个非常特别的特技是通过报纸广告、横幅和新闻稿传达的，告诉每个人一个真正的首席执行官将接受现场测谎仪测试。 尽可能详细地描述结果。 每个人都被提醒，只有起亚提供 7 年保修。尽管这听起来太好了，不可能是真的，但实际上 100% 是真的。这个活动被无数的博客吸引，并在报纸和杂志上出现。结果在街上引起了很多轰动。独立媒体公司 Scripta 称，这场运动的影响®: 品牌认知度: 42% (而不是 32% 行业平均水平) 归属: 73% (而不是 62% 行业平均水平)，导致 31% 的有效性评级 (而不是 20% 行业平均水平) 最后但并非最不重要: 80% 令人印象深刻的可信度。
Lie Detector
案例简介：Describe the brief from the client: Most people in Belgium know that Korean car brand KIA gives a 7-year warranty on all its models. That's a good thing. But, a lot of them think 7 years warranty is too good to be true and that there must be a catch. That's a problem. If people don't believe your advertising message then regular advertising is insufficient. A different approach was needed. One where traditional advertising was supported by editorial content and especially a lot of word of mouth. Creative Execution: Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true and that there is no catch. Describe the creative solution to the brief/objective. We used the one thing that could prove the warranty is genuine and that there is no catch: a lie detector. Legal connections, an official lie detector company, hooked the CEO of KIA Motors, up to their lie detector. Consumers could then ask him any questions they had about the 7-year warranty during a live online session. Both Benoit's answers and the test results were streamed directly to the website. This very special stunt was communicated through newspaper ads, banners and a press release telling everyone that an actual CEO would be undergoing a live lie detector test. Describe the results in as much detail as possible. Everybody got reminded that only KIA gives 7 years warranty. And that, although it sounds too good to be true, it is in fact 100% true. The event was picked up by countless blogs and got featured in newspapers and magazines. And as a result created a lot of buzz in the streets. The campaign's impact according to independent media company Scripta® : Brand recognition: 42% (instead of 32% sector average) Attribution: 73% (instead of 62% sector average) Resulting in an Effectiveness Rating of 31% (instead of 20% sector average) And last but not least: An impressive credibility of 80%.
测谎仪
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Lie Detector
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