Tyskie's Elevator|微电影|广告营销案例【ADGuider广告指南】

泰斯基的电梯

案例简介：为什么这项工作与品牌体验和激活相关？我们在一个普通的公寓里乘了一部普通的电梯，把它变成了一个首先为会见人们而设计的地方: 泰斯基酒吧。只花了一天时间就引起了数百名房客的兴趣。他们中的大多数人从未像现在这样体验过这个品牌。这个实验第一次把邻居们聚集在一起，而他们的故事开启了一场关于波兰人开放性的全国性讨论。背景泰斯基是波兰最受欢迎的啤酒品牌，尽管存在差异，但仍有超过 400 年的历史将波兰人聚集在一起。可悲的是，波兰是一个分裂的国家，政治紧张加剧了人与人之间的差距越来越大，越来越深。波兰人比不到十年前更加敌对和不信任对方，曾经非常牢固的睦邻关系正在分崩离析。一半的波兰人甚至不知道他们近邻的名字。为了应对日益增长的分歧，泰斯基在 2008 年推出了一个新的交流平台 “让我们不要这么正式”。目标是创造一种激活方式，真正将波兰人聚集在一起，并将他们的注意力吸引到泰斯基交流的新开端上。描述创意 (20% 的选票) 有一个地方邻居每天都见面，手拉手站着，有时他们会礼貌地说 “早上好”。一部电梯.我们似乎有一个点头的熟人，但是在避免尴尬的小谈话的同时盯着你的电话比伸出手开始谈话更方便。我们决定改变它。我们创造了一个社会实验，在这个实验中，我们把一个普通的电梯变成了一个为会见其他人而设计的地方: 泰斯基酒吧。泰斯基电梯让当地社区大吃一惊，让邻居聚在一起。我们记录了他们真实的反应，制作了一部我们在社交媒体上分享的短片。描述策略 (20% 的选票) 泰斯基是波兰最受欢迎和最民主的啤酒。然而，该品牌的核心目标群体是中等到大城市的平均收入人群。他们大多数住在几个街区的公寓里。波兰的大多数住宅区仍然呼应共产主义时代，因为它们是由租户社区建造和维护的，这些租户将在公寓中度过一生，而不会搬家。波兰人对整个周末一起看电视或坐在街区前的长椅上度过的美好时光非常伤感。今天，房地产越来越有戒备，栅栏越来越高，社交媒体偷走了眼神交流。结果，邻居变成了完全陌生的人，尽管他们住在只有几米远的地方。我们发现这个问题非常有见地，并决定从品牌立场的角度来解决睦邻关系的问题。描述执行情况 (30% 的选票) 我们在一个后苏联时代的住宅区发现了一个完美的 17 层公寓，那里有大量的居民让人们感到被疏远和匿名。我们在实验开始前采访了居民。我们询问了他们的睦邻关系，与现在相比，过去是怎样的。然后，一个假的维修人员关闭了电梯，以便偷偷把它变成一个真正的酒吧，配有隐藏的摄像头，当然还有啤酒。电梯开始移动，记录了一整天惊讶的房客的反应和关系。一天结束时，几十个邻居在街区最后一层的走廊里举办了一个即兴聚会。嗯，这是有史以来第一次.我们制作了一个两分钟半的实验纪录片，并发布到我们的粉丝页面上。列出结果 (30% 的选票) 我们的小规模实验赢得了波兰人的心，在国内外媒体上获得了 60 个出版物，带来了超过 2100 万个媒体印象。它甚至在通常拒绝啤酒广告的生活方式媒体上引发了一场关于睦邻关系的讨论。我们在社交媒体上收到了超过 99.5% 个正面反应，这对于一家主流啤酒厂来说是一个前所未有的结果 (领先的啤酒制造商不断挣扎着对啤酒质量和大规模生产的负面评论)。人们受到我们故事的启发，开始在电梯和社交媒体上用简单的便利贴，比如 “早上好，邻居” 来改造他们的公寓。我们收到了全国各地要求生产更多电梯的请求。这一切都是从一个小电梯酒吧开始的。

泰斯基的电梯

案例简介：Why is this work relevant for Brand Experience & Activation? We took an ordinary elevator in an ordinary block of flats and turned it into a place that was designed for meeting people in the first place: a Tyskie’s bar. It took only one day to spark interest among hundreds of tenants. Most of them experienced the brand like never before. The experiment brought neighbors together for the first time, while their story opened a nationwide discussion about the openness of Poles. Background Tyskie is the most popular beer brand in Poland with over 400 years long heritage of bringing Poles together, despite differences. Sadly, Poland is a divided nation and the gap between people is growing bigger and deeper fueled by political tensions. Poles are much more hostile and distrustful of one another than less a decade ago, and the neighborly relationships - once very strong - are falling apart. Half of all Poles doesn’t even know the first name of their immediate neighbor. In response to growing divisions, Tyskie launched in 2008 a new communication platform “Let’s stop being so formal”. The objective was to create an activation that would really bring Poles together and draw their attention to the new opening in Tyskie's communication. Describe the creative idea (20% of vote) There is a place where neighbors meet every day, stand hand in hand, sometimes they drop a polite “good morning”. An elevator. We seem to have a nodding acquaintance, but it’s still more convenient to stare at your phone while avoiding the awkward small talks than to reach out and start a conversation. We decided to change it. We created a social experiment, where we turned an ordinary elevator into a place designed for meeting other people: a Tyskie’s bar. The Tyskie elevator surprised the local community and brought neighbors together. We recorded their genuine reactions to make a short documentary that we shared on our social media. Describe the strategy (20% of vote) Tyskie is the most popular and democratic lager in Poland. However, the brand’s core target group are people from medium to big cities with an average income. Most of them live in blocks of flats. Most housing estates in Poland still echo the communist times as they were built and maintained by communities of tenants that would spend their whole lives in on apartment without ever moving. Poles are very sentimental about these good old times spent together watching TV or sitting on a bench in front of the block for the entire weekend. Today, housing estates are increasingly more guarded, fences are getting higher, and social media stole the eye contact. As a result, neighbors turned into complete strangers, although they live only meters away. We found the issue very insightful and decided to address the problem of neighborly relationships form the brand stand-point. Describe the execution (30% of vote) We found a perfect 17-story block of flats in a post-soviet housing estate, where a large number of residents made people feel alienated and anonymous. We interviewed the residents before the experiment began. We asked them about their neighborly relations, how it used to be in the past in comparison to the present. Then, a fake repair crew closed the elevator in order to secretly turn it into a real bar equipped with hidden cameras and, of course, beer. The elevator got moving and recorded reactions and relations of the surprised tenants throughout the day. At the end of a day, a several dozen neighbors threw an impromptu party in the corridor of the last floor of the block. Well, that was the first time ever. We made a two-and-a-half-minute long documentary of the experiment, which we posted to our fanpage. List the results (30% of vote) Our small scale experiment won the hearts of Poles, gained 60 publications in domestic and foreign media and brought over 21m media impressions. It triggered a discussion about neighborly relations even in the lifestyle media, which usually reject beer advertising. We received over 99.5% positive reactions on social media, which is an unprecedented result for a mainstream brewery (leading beer manufacturers struggle continuously with negative comments on beer quality and mass production). People got inspired by our story and started to make over their blocks of flats with simple post-it notes like „Good Morning neighbors” in elevators and in social media. And we got requests from every corner of the country to make over more elevators. And it all started with a small elevator bar.