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书籍
案例简介：促销活动是为了向青少年介绍我们的助教 -- 新改进的坚果棒配方。 我们使用了 “伏击” 策略。这次伏击的诱饵是一本书《如何享受艰苦和低薪的工作》，在我们助教参观的大学、咖啡馆和食堂里播种。事实上，这对他们来说是一场噩梦 -- “艰苦而低薪” 的工作有这样的视觉效果。他们会做任何事情来避免它。这就是为什么他们拿走了这本书…… 我们在书签上给他们提供了一个简单的令人愉快的解决方案 -- “或者…… 用坚果充电”。那时，我们的促销松鼠出现了，为他们提供了新的改良坚果棒，他们愿意接受。今天在俄罗斯，体力工作并不理想; 办公室职位是梦想。没有一个青少年想在身体上工作 -- 因此一个人必须在大学里，经常通过考试，否则他会失去一切。所以我们在考试期间 (1月底至 2月底) 做了促销活动，并为他们提供了一个简单的选择: 努力学习 “如何享受艰苦而低薪的工作”，或者只是 “疯狂地充电”。坚果的整体品牌活动为 2012年2月到3月带来了 + 5% 的销售额。坚果的核心图像属性 “刺激大脑活动” 增长了 39%。
书籍
案例简介：Promo was done to introduce to teenagers - our TA - new improved recipe of NUTS bar. We used an ‘ambush’ strategy. The bait for this ambush was a book “HOW TO ENJOY HARD AND LOW-PAID JOB”, seeded at Universities, cafes and canteens visited by our TA. Actually it is a nightmare for them – “hard and low-paid” job with such a visual. They would do anything to avoid it. That’s why they took the book… And we offered them a simple pleasurable solution on a bookmark – “OR… charge your mind with NUTS”. At that time our promo-squirrel appeared, offering them new improved NUTS bar, which they willingly accepted. Physical jobs are not aspirational today in Russia; an office position is a dream. No teenager wants to work physically – hence one has to be in the University and regularly pass the exams or one can lose everything. So we made our promo during exam period (end of Jan-Feb) and offered them a simple choice: to learn in a hard way “How to enjoy hard and low-paid job” or just “Charge their mind with NUTS”. Overall brand campaign for NUTS resulted in +5% sales for February-March 2012 vs.2011. Core image attribute for NUTS ‘stimulates brain activity’ grew by 3,9%.
Books
案例简介：促销活动是为了向青少年介绍我们的助教 -- 新改进的坚果棒配方。 我们使用了 “伏击” 策略。这次伏击的诱饵是一本书《如何享受艰苦和低薪的工作》，在我们助教参观的大学、咖啡馆和食堂里播种。事实上，这对他们来说是一场噩梦 -- “艰苦而低薪” 的工作有这样的视觉效果。他们会做任何事情来避免它。这就是为什么他们拿走了这本书…… 我们在书签上给他们提供了一个简单的令人愉快的解决方案 -- “或者…… 用坚果充电”。那时，我们的促销松鼠出现了，为他们提供了新的改良坚果棒，他们愿意接受。今天在俄罗斯，体力工作并不理想; 办公室职位是梦想。没有一个青少年想在身体上工作 -- 因此一个人必须在大学里，经常通过考试，否则他会失去一切。所以我们在考试期间 (1月底至 2月底) 做了促销活动，并为他们提供了一个简单的选择: 努力学习 “如何享受艰苦而低薪的工作”，或者只是 “疯狂地充电”。坚果的整体品牌活动为 2012年2月到3月带来了 + 5% 的销售额。坚果的核心图像属性 “刺激大脑活动” 增长了 39%。
Books
案例简介：Promo was done to introduce to teenagers - our TA - new improved recipe of NUTS bar. We used an ‘ambush’ strategy. The bait for this ambush was a book “HOW TO ENJOY HARD AND LOW-PAID JOB”, seeded at Universities, cafes and canteens visited by our TA. Actually it is a nightmare for them – “hard and low-paid” job with such a visual. They would do anything to avoid it. That’s why they took the book… And we offered them a simple pleasurable solution on a bookmark – “OR… charge your mind with NUTS”. At that time our promo-squirrel appeared, offering them new improved NUTS bar, which they willingly accepted. Physical jobs are not aspirational today in Russia; an office position is a dream. No teenager wants to work physically – hence one has to be in the University and regularly pass the exams or one can lose everything. So we made our promo during exam period (end of Jan-Feb) and offered them a simple choice: to learn in a hard way “How to enjoy hard and low-paid job” or just “Charge their mind with NUTS”. Overall brand campaign for NUTS resulted in +5% sales for February-March 2012 vs.2011. Core image attribute for NUTS ‘stimulates brain activity’ grew by 3,9%.
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HOW TO ENJOY HARD AND LOW-PAID JOB (on Book mark) OR… charge your mind with NUTS
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