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一个小演示
案例简介：描述客户的简报 在微软 Windows 8 全球发布后，我们被要求在全球广告活动中加入当地特色，并帮助促进店内销售。 目标是在低预算品牌激活中吸引和激励当地消费者，在传递信息的同时牢记产品功能的重要性。 促进发展 我们想出了 “一个小演示”，一个孩子制作的产品演示，以证明产品使用的简单性。12月7日，在里斯本一家 Fnac 商店的 PC 体验会上，一个 10 岁的微软大师参加了询问 Windows 8 功能的人。 没有预计的回复率，只有创造 “口碑” 、 “令人惊叹的时刻” 的雄心，这将持续在商店游客的脑海中。 结果 总投资 50 英镑。 000 (生产和媒体)，年轻大师当天表演的 60 个店内演示导致大约 130万的 YouTube 浏览量 (89% 有机病毒)，25.000 的喜欢和 3.300 的 Youtube, 来自世界各地的 Facebook 和 Twitter 评论，更不用说对品牌的不可估量的善意了。 与产品/服务的相关性 这个小演示以一种非常有效的方式捕捉到了产品的本质，从而简化了设计。它的方法是情绪化的，但在明确表明观点时却是理性的。我们相信，获得的最佳反馈不是关于广告，而是关于产品，这一切都说明了这一点。
一个小演示
案例简介：Describe the brief from the client After the worldwide launch of Microsoft's Windows 8, we were asked to add a local flavor to the global advertising campaign and help promote sales in-store. The ambition was to engage and inspire local consumers in a low-budget brand activation, keeping in mind the importance of the product features while delivering the message. Promotion Development We came up with "a small demonstration", a product demo made by a child to prove the product's simplicity of usage. On December 7th, at the PC Experience, inside a Fnac Store in Lisbon, whoever asked about Windows 8 features was attended by a 10 year old Microsoft guru. There were no projected response rates, only the ambition of creating "word-of-mouth", "a wow moment", something that would last in the store visitors mind. Results With a total investment of €50.000 (production and media), the 60 in-store demos performed that day by the young gurus lead to around 1.3 million YouTube views (89% organic virality), 25.000 likes and 3.300 Youtube, Facebook and Twitter comments from all over the world, not to mention the unmeasurable goodwill towards the brand. Relevancy to Product/Service With disarming simplicity, this small demonstration managed to capture in a very effective way the products's essence. It was emotional in its approach, but rational in unequivocally making a point. We believe the fact that the best feedback obtained was not about the advertising but about the product, says it all.
A SMALL DEMONSTRATION
案例简介：描述客户的简报 在微软 Windows 8 全球发布后，我们被要求在全球广告活动中加入当地特色，并帮助促进店内销售。 目标是在低预算品牌激活中吸引和激励当地消费者，在传递信息的同时牢记产品功能的重要性。 促进发展 我们想出了 “一个小演示”，一个孩子制作的产品演示，以证明产品使用的简单性。12月7日，在里斯本一家 Fnac 商店的 PC 体验会上，一个 10 岁的微软大师参加了询问 Windows 8 功能的人。 没有预计的回复率，只有创造 “口碑” 、 “令人惊叹的时刻” 的雄心，这将持续在商店游客的脑海中。 结果 总投资 50 英镑。 000 (生产和媒体)，年轻大师当天表演的 60 个店内演示导致大约 130万的 YouTube 浏览量 (89% 有机病毒)，25.000 的喜欢和 3.300 的 Youtube, 来自世界各地的 Facebook 和 Twitter 评论，更不用说对品牌的不可估量的善意了。 与产品/服务的相关性 这个小演示以一种非常有效的方式捕捉到了产品的本质，从而简化了设计。它的方法是情绪化的，但在明确表明观点时却是理性的。我们相信，获得的最佳反馈不是关于广告，而是关于产品，这一切都说明了这一点。
A SMALL DEMONSTRATION
案例简介：Describe the brief from the client After the worldwide launch of Microsoft's Windows 8, we were asked to add a local flavor to the global advertising campaign and help promote sales in-store. The ambition was to engage and inspire local consumers in a low-budget brand activation, keeping in mind the importance of the product features while delivering the message. Promotion Development We came up with "a small demonstration", a product demo made by a child to prove the product's simplicity of usage. On December 7th, at the PC Experience, inside a Fnac Store in Lisbon, whoever asked about Windows 8 features was attended by a 10 year old Microsoft guru. There were no projected response rates, only the ambition of creating "word-of-mouth", "a wow moment", something that would last in the store visitors mind. Results With a total investment of €50.000 (production and media), the 60 in-store demos performed that day by the young gurus lead to around 1.3 million YouTube views (89% organic virality), 25.000 likes and 3.300 Youtube, Facebook and Twitter comments from all over the world, not to mention the unmeasurable goodwill towards the brand. Relevancy to Product/Service With disarming simplicity, this small demonstration managed to capture in a very effective way the products's essence. It was emotional in its approach, but rational in unequivocally making a point. We believe the fact that the best feedback obtained was not about the advertising but about the product, says it all.
一个小演示
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A SMALL DEMONSTRATION
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