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
气泵的声音
案例简介：结果和有效性: 与目标相比，销售额增长了 292% 以上 (来源: 丰田)。运动期间和之后的意识增加了 + 441%。(来源 IMOP)。 创意执行: 我们需要在正确的地方和正确的时间与消费者联系，在那里消费者的积极倾向将最大限度地提高信息的接受度: 颂扬拥有混合动力丰田普锐斯的好处 (更少的燃料消耗和污染)。正确的地方: 加油站; 正确的时间: 给汽车加油。我们创造了一个新的媒体，但是与加油站的谈判非常困难，从技术上讲，由于车辆缺乏修改信息长度的灵活性，实施非常复杂。这个想法包括用正常的气体填充方式 (“你选择了无铅燃料，谢谢你的访问”) 通过一个特别的丰田普锐斯的话语 “你选择了无铅燃料; 如果你有一辆丰田普锐斯，你不会听到这么多次这个话语,欲了解更多信息，请向加油站或最近的丰田经销商索要丰田普锐斯信息文件夹 ”。 见解、战略和想法: 新推出的丰田普锐斯混合动力车是在其直接竞争对手本田已经将其混合动力车本田洞察 (Honda Insight) 投放市场后推出的。尽管第一辆普锐斯是西班牙推出的第一辆混合动力汽车，但就意识而言，在竞争对手之后交流 “任何东西” 都很困难; 你必须做的努力要大得多。挑战在于在制定购买法案时，让普锐斯成为消费者入围名单的一部分。传播目标包括实现高水平的意识，以便为普锐斯提供最高的头脑。因此，推开 “新鲜/刚刚获得本田意识” 带我们找到了最有效的解决方案: 我们必须在目标关注的地方 100% (俘虏目标) 为了进入消费者的 “入围名单”。
气泵的声音
案例简介：Results and Effectiveness: Sales increased over 292% versus objective (source: Toyota). Awareness during and after the campaign increased by +441%. (source IMOP). Creative Execution: We needed to contact the consumer at the right place and the right time where its positive predisposition would maximise the message acceptance: extolling benefits of having a Hybrid Toyota Prius (less fuel consumption and pollution). The right place: gas stations; the right time: while filling the cars. We created a new media, but negotiations with gas stations were extremely difficult and technically the implementation was very complex due to the vehicle's lack of flexibility to modify the length of the message. The idea consisted on substituting the normal gas filling locution ("you've selected un-leaded fuel, thank you for your visit") by an ad-hoc Toyota Prius locution “You’ve selected un-leaded fuel; if you had a Toyota Prius you would not hear this locution so many times, for more information please ask for the Toyota Prius information folder at the gas station or at the closest Toyota dealer”. Insights, Strategy and the Idea: The renewed Toyota Prius hybrid car was launched after one of its direct competitors, Honda, had already placed in the market its Hybrid model, the Honda Insight. Although the first Prius was the first hybrid car ever launched in Spain, to communicate “anything” right after the competitors is difficult in terms of awareness; the effort you must do is much bigger. The challenge consisted in making the Prius become part of the consumer’s shortlist when making the buying act. The communication objective consisted on achieving high levels of awareness in order to provide the Prius with the highest Top of Mind. So, pushing apart “fresh/just obtained Honda’s awareness” took us to the most effective solution: we had to be where the target would pay attention 100% (captive target) in order to enter in the consumer’s “shortlist”.
Gas Pump Voices
案例简介：结果和有效性: 与目标相比，销售额增长了 292% 以上 (来源: 丰田)。运动期间和之后的意识增加了 + 441%。(来源 IMOP)。 创意执行: 我们需要在正确的地方和正确的时间与消费者联系，在那里消费者的积极倾向将最大限度地提高信息的接受度: 颂扬拥有混合动力丰田普锐斯的好处 (更少的燃料消耗和污染)。正确的地方: 加油站; 正确的时间: 给汽车加油。我们创造了一个新的媒体，但是与加油站的谈判非常困难，从技术上讲，由于车辆缺乏修改信息长度的灵活性，实施非常复杂。这个想法包括用正常的气体填充方式 (“你选择了无铅燃料，谢谢你的访问”) 通过一个特别的丰田普锐斯的话语 “你选择了无铅燃料; 如果你有一辆丰田普锐斯，你不会听到这么多次这个话语,欲了解更多信息，请向加油站或最近的丰田经销商索要丰田普锐斯信息文件夹 ”。 见解、战略和想法: 新推出的丰田普锐斯混合动力车是在其直接竞争对手本田已经将其混合动力车本田洞察 (Honda Insight) 投放市场后推出的。尽管第一辆普锐斯是西班牙推出的第一辆混合动力汽车，但就意识而言，在竞争对手之后交流 “任何东西” 都很困难; 你必须做的努力要大得多。挑战在于在制定购买法案时，让普锐斯成为消费者入围名单的一部分。传播目标包括实现高水平的意识，以便为普锐斯提供最高的头脑。因此，推开 “新鲜/刚刚获得本田意识” 带我们找到了最有效的解决方案: 我们必须在目标关注的地方 100% (俘虏目标) 为了进入消费者的 “入围名单”。
Gas Pump Voices
案例简介：Results and Effectiveness: Sales increased over 292% versus objective (source: Toyota). Awareness during and after the campaign increased by +441%. (source IMOP). Creative Execution: We needed to contact the consumer at the right place and the right time where its positive predisposition would maximise the message acceptance: extolling benefits of having a Hybrid Toyota Prius (less fuel consumption and pollution). The right place: gas stations; the right time: while filling the cars. We created a new media, but negotiations with gas stations were extremely difficult and technically the implementation was very complex due to the vehicle's lack of flexibility to modify the length of the message. The idea consisted on substituting the normal gas filling locution ("you've selected un-leaded fuel, thank you for your visit") by an ad-hoc Toyota Prius locution “You’ve selected un-leaded fuel; if you had a Toyota Prius you would not hear this locution so many times, for more information please ask for the Toyota Prius information folder at the gas station or at the closest Toyota dealer”. Insights, Strategy and the Idea: The renewed Toyota Prius hybrid car was launched after one of its direct competitors, Honda, had already placed in the market its Hybrid model, the Honda Insight. Although the first Prius was the first hybrid car ever launched in Spain, to communicate “anything” right after the competitors is difficult in terms of awareness; the effort you must do is much bigger. The challenge consisted in making the Prius become part of the consumer’s shortlist when making the buying act. The communication objective consisted on achieving high levels of awareness in order to provide the Prius with the highest Top of Mind. So, pushing apart “fresh/just obtained Honda’s awareness” took us to the most effective solution: we had to be where the target would pay attention 100% (captive target) in order to enter in the consumer’s “shortlist”.
气泵的声音
暂无简介
Gas Pump Voices
暂无简介
基本信息
- 广告战役： #丰田-推广与活动-08d2#
- 广告品牌： 丰田
- 发布日期： 2009-06-22
- 行业领域： 汽车/工具
- 媒体类别： 短视频
- 广告语言： 西班牙语
- 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
