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案例简介：著名面孔帮助约克郡茶发起有史以来最大的营销活动 约克郡茶叶公司已经招募了许多名人出演其最新的电视广告，作为一项新的 700 万英镑宣传活动的一部分，该活动旨在庆祝该品牌成为 “一切正常的地方”。 这三个广告由创意机构幸运将军制作，展示了一些美国最喜欢的明星, 从电视老手迈克尔 · 帕金森到奥运会铁人三项运动员布朗利兄弟和英国获奖的独立摇滚歌手凯撒酋长。 它们出现在各种喜剧场景中，旨在展示约克郡茶对正确做事的坚定激情和不妥协的奉献精神。虽然这是该品牌第一次在广告中使用名人作为主角，但真正的形式是，它再次从整个行业雇佣了自己的员工。 这些广告中的第一个将在 3月4日星期六晚上在独立电视台的声音中公布。 广告将得到公关的支持, 作为约克郡茶叶公司，数字和社交媒体希望保持其挑战者品牌地位，并以目前的势头为基础，成为唯一一个在标准黑色品牌中实现持续增长的英国主要茶叶品牌茶叶市场。它目前拥有 21.7% 的市场份额，接近英国市场的第二名，直到上个月，它才巩固了它作为唯一一个被列入十大 YouGov 品牌指数的快速消费品品牌的地位。在第七个名单上排名第二年。 约克郡茶叶品牌营销主管凯文 · 辛菲尔德说: “两年前, 我们把我们的健康哲学和一些古怪的约克斯基风格带到小屏幕上，这是一场非常成功的啤酒运动。 “现在，我们通过迄今为止最大的营销活动，将我们的激情和承诺提升到一个新的水平。我们想通过关注我们与他们分享的关键价值来挑战消费者对茶类别的普遍看法。 “我们为这些新广告感到非常自豪; 它们有趣、迷人、有趣，最受知名名人欢迎, 他们将推动我们的使命，使我们对正确的信念在文化上出名。” 在哈罗盖特约克郡茶叶公司总部拍摄了两天多，广告是由创意机构 Lucky Generals 制作的，他们于 2016年被该公司任命。 幸运将军的创始合伙人丹尼 · 布鲁克-泰勒说: “这么多有才华的人来自约克郡。他们肯定在水里放了什么东西。"
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案例简介：Famous faces help Yorkshire Tea launch its biggest ever marketing campaign Yorkshire Tea has recruited a host of famous faces to star in its latest TV adverts, as part of a new £7m campaign aimed at celebrating the brand as a place ‘where everything’s done proper’. The trio of adverts, produced with creative agency, Lucky Generals, feature some of the nation’s favourite stars, from TV veteran Michael Parkinson through to Olympic triathletes the Brownlee Brothers and Brit award-winning indie rockers, the Kaiser Chiefs. They appear in a variety of comic scenarios aimed at demonstrating Yorkshire Tea’s unwavering passion and uncompromising dedication to doing things properly. And while it’s the first time the brand has used celebrities in starring roles in its adverts, true to form it has once again cast its own employees from across the business. The first of these adverts will be unveiled on the evening of Saturday 4th March during The Voice on ITV. The ads will be supported by PR, digital and social media as Yorkshire Tea looks to uphold its challenger brand status and build on current momentum as the only major UK tea brand that has delivered consistent year-on-year growth in the standard black tea market. It currently has a market share of 21.7%, approaching number two position in the UK market and only last month cemented its position as the only FMCG brand to be listed in the top ten YouGov Brand Index, ranking at number seven on the list for the second year running. Kevin Sinfield, Yorkshire Tea’s Head of Brand Marketing, said: “Two years ago, we took our philosophy of properness and a fair bit of quirky Yorkshireness to the small screen through what was a hugely successful Brewtopia campaign. “Now we’re taking our passion and commitment to doing things properly to the next level through our biggest marketing campaign to date. We want to challenge the general perceptions of consumers towards the tea category by focussing on the key value we share with them. “We’re extremely proud of the new adverts; they’re fun, engaging and entertaining and with well-known celebrities at the forefront, they will drive our mission to make our belief in properness culturally famous.” Filmed at Yorkshire Tea’s headquarters in Harrogate over two days, the ads were produced by creative agency Lucky Generals, who were appointed by the company in 2016. Danny Brooke-Taylor, founding partner, Lucky Generals, said: “So many talented people hail from Yorkshire. Surely they must be putting something in the water.”
Hold Music
案例简介：著名面孔帮助约克郡茶发起有史以来最大的营销活动 约克郡茶叶公司已经招募了许多名人出演其最新的电视广告，作为一项新的 700 万英镑宣传活动的一部分，该活动旨在庆祝该品牌成为 “一切正常的地方”。 这三个广告由创意机构幸运将军制作，展示了一些美国最喜欢的明星, 从电视老手迈克尔 · 帕金森到奥运会铁人三项运动员布朗利兄弟和英国获奖的独立摇滚歌手凯撒酋长。 它们出现在各种喜剧场景中，旨在展示约克郡茶对正确做事的坚定激情和不妥协的奉献精神。虽然这是该品牌第一次在广告中使用名人作为主角，但真正的形式是，它再次从整个行业雇佣了自己的员工。 这些广告中的第一个将在 3月4日星期六晚上在独立电视台的声音中公布。 广告将得到公关的支持, 作为约克郡茶叶公司，数字和社交媒体希望保持其挑战者品牌地位，并以目前的势头为基础，成为唯一一个在标准黑色品牌中实现持续增长的英国主要茶叶品牌茶叶市场。它目前拥有 21.7% 的市场份额，接近英国市场的第二名，直到上个月，它才巩固了它作为唯一一个被列入十大 YouGov 品牌指数的快速消费品品牌的地位。在第七个名单上排名第二年。 约克郡茶叶品牌营销主管凯文 · 辛菲尔德说: “两年前, 我们把我们的健康哲学和一些古怪的约克斯基风格带到小屏幕上，这是一场非常成功的啤酒运动。 “现在，我们通过迄今为止最大的营销活动，将我们的激情和承诺提升到一个新的水平。我们想通过关注我们与他们分享的关键价值来挑战消费者对茶类别的普遍看法。 “我们为这些新广告感到非常自豪; 它们有趣、迷人、有趣，最受知名名人欢迎, 他们将推动我们的使命，使我们对正确的信念在文化上出名。” 在哈罗盖特约克郡茶叶公司总部拍摄了两天多，广告是由创意机构 Lucky Generals 制作的，他们于 2016年被该公司任命。 幸运将军的创始合伙人丹尼 · 布鲁克-泰勒说: “这么多有才华的人来自约克郡。他们肯定在水里放了什么东西。"
Hold Music
案例简介：Famous faces help Yorkshire Tea launch its biggest ever marketing campaign Yorkshire Tea has recruited a host of famous faces to star in its latest TV adverts, as part of a new £7m campaign aimed at celebrating the brand as a place ‘where everything’s done proper’. The trio of adverts, produced with creative agency, Lucky Generals, feature some of the nation’s favourite stars, from TV veteran Michael Parkinson through to Olympic triathletes the Brownlee Brothers and Brit award-winning indie rockers, the Kaiser Chiefs. They appear in a variety of comic scenarios aimed at demonstrating Yorkshire Tea’s unwavering passion and uncompromising dedication to doing things properly. And while it’s the first time the brand has used celebrities in starring roles in its adverts, true to form it has once again cast its own employees from across the business. The first of these adverts will be unveiled on the evening of Saturday 4th March during The Voice on ITV. The ads will be supported by PR, digital and social media as Yorkshire Tea looks to uphold its challenger brand status and build on current momentum as the only major UK tea brand that has delivered consistent year-on-year growth in the standard black tea market. It currently has a market share of 21.7%, approaching number two position in the UK market and only last month cemented its position as the only FMCG brand to be listed in the top ten YouGov Brand Index, ranking at number seven on the list for the second year running. Kevin Sinfield, Yorkshire Tea’s Head of Brand Marketing, said: “Two years ago, we took our philosophy of properness and a fair bit of quirky Yorkshireness to the small screen through what was a hugely successful Brewtopia campaign. “Now we’re taking our passion and commitment to doing things properly to the next level through our biggest marketing campaign to date. We want to challenge the general perceptions of consumers towards the tea category by focussing on the key value we share with them. “We’re extremely proud of the new adverts; they’re fun, engaging and entertaining and with well-known celebrities at the forefront, they will drive our mission to make our belief in properness culturally famous.” Filmed at Yorkshire Tea’s headquarters in Harrogate over two days, the ads were produced by creative agency Lucky Generals, who were appointed by the company in 2016. Danny Brooke-Taylor, founding partner, Lucky Generals, said: “So many talented people hail from Yorkshire. Surely they must be putting something in the water.”
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基本信息
- 广告战役： #Yorkshire Tea-影视-bf73#
- 广告品牌： Yorkshire Tea
- 发布日期： 2017-03-01
- 行业领域： 电视传媒 , 商务服务 , 影音娱乐
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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