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削减建设
案例简介:描述客户的简报 在泰国,OLFA 是一个刀具品牌,只在建筑师和艺术学生等特定客户群体中为人所知。2013 年,该品牌希望庆祝其 57 周年,并通过宣传其百加刀型号的卓越性能来招募新客户。因此,该策略是通过组织一次展示 OLFA cutters 产品性能的展览,创建一个连接品牌和目标受众的体验营销活动。 促进发展 为了展示各种型号的 OLFA 切割机的产品性能,我们创建了一个弹出式商店,其概念是 “切割到建造”, 每一个结构到最小的细节都是从切割和雕刻纸制作成所需的形状。这次展览展示了 OLFA 切割机的百多种型号在每一项任务中的有效性和适用性。 结果 一周内,超过 20,000 人参观了这家商店 与普通商店相比,销售额增加了 200% 免费媒体作为一些网站在商店报道 这家商店点燃了人们对剪纸艺术的兴趣 与产品/服务的相关性 这是泰国第一次弹出式商店不仅展示产品,还展示其性能。这成为了客户亲眼目睹 OLFA 刀具有效性的直接体验。弹出式商店的每一个细节,包括产品包装和销售人员的服装都是使用 OLFA 切割机的创意。该产品的性能也激励客户使用 OLFA 切割机创作自己的纸艺。 此外,在该品牌 57 周年庆祝活动的特殊场合, 弹出式商店提高了品牌认知度,成为世界上第一个提供各种高效产品的刀片切割器,非常适合它需要的每一项任务。 在泰国,OLFA 是一个刀具品牌,在建筑师和艺术学生等特定客户群体中众所周知。2013 年,该品牌希望庆祝其 57 周年,并通过推广其 100 多个刀具型号的卓越性能来招募新客户。我们创建了一个弹出式商店,其概念是 “切割到建造”,其中每一个结构到最小的细节都是从切割和雕刻纸制作成所需的形状。这次展览展示了 OLFA 切割机百加型号在每一项任务中的有效性和适用性。
削减建设
案例简介:Describe the brief from the client In Thailand, OLFA is a cutter brand that was known only among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its hundred plus cutter models. The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by organizing an exhibition to demonstrate the product performance of OLFA cutters. Promotion Development In order to demonstrate the product performance of various models of OLFA cutters, we created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task required of it. Results In one week, over 20,000 people visited the store Sales increased by 200% comparing to the normal shop Free earned media as a number of websites reported on the store The store ignited interest in art of paper cutting Relevancy to Product/Service This is the first time in Thailand that the Pop-Up Store does not only display the product, but also demonstrate its performance. This became a direct experience with where the customers witnessed the effectiveness of OLFA cutters firsthand. Every detail of the Pop-Up Store, including product packaging and salespersons outfits were creative using OLFA cutters. The product’s performance also inspired customers to create their own paper arts using OLFA cutters. Also, on the special occasion of the brand’s 57th anniversary celebrations, the Pop-Up Store improved brand recognition as the world’s first snap-off blade cutter that offers a variety of highly effective products perfectly suited to every task required of it. In Thailand, OLFA is a cutter brand that was known among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its 100+ cutter models. We created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task.
CUT TO BUILD
案例简介:描述客户的简报 在泰国,OLFA 是一个刀具品牌,只在建筑师和艺术学生等特定客户群体中为人所知。2013 年,该品牌希望庆祝其 57 周年,并通过宣传其百加刀型号的卓越性能来招募新客户。因此,该策略是通过组织一次展示 OLFA cutters 产品性能的展览,创建一个连接品牌和目标受众的体验营销活动。 促进发展 为了展示各种型号的 OLFA 切割机的产品性能,我们创建了一个弹出式商店,其概念是 “切割到建造”, 每一个结构到最小的细节都是从切割和雕刻纸制作成所需的形状。这次展览展示了 OLFA 切割机的百多种型号在每一项任务中的有效性和适用性。 结果 一周内,超过 20,000 人参观了这家商店 与普通商店相比,销售额增加了 200% 免费媒体作为一些网站在商店报道 这家商店点燃了人们对剪纸艺术的兴趣 与产品/服务的相关性 这是泰国第一次弹出式商店不仅展示产品,还展示其性能。这成为了客户亲眼目睹 OLFA 刀具有效性的直接体验。弹出式商店的每一个细节,包括产品包装和销售人员的服装都是使用 OLFA 切割机的创意。该产品的性能也激励客户使用 OLFA 切割机创作自己的纸艺。 此外,在该品牌 57 周年庆祝活动的特殊场合, 弹出式商店提高了品牌认知度,成为世界上第一个提供各种高效产品的刀片切割器,非常适合它需要的每一项任务。 在泰国,OLFA 是一个刀具品牌,在建筑师和艺术学生等特定客户群体中众所周知。2013 年,该品牌希望庆祝其 57 周年,并通过推广其 100 多个刀具型号的卓越性能来招募新客户。我们创建了一个弹出式商店,其概念是 “切割到建造”,其中每一个结构到最小的细节都是从切割和雕刻纸制作成所需的形状。这次展览展示了 OLFA 切割机百加型号在每一项任务中的有效性和适用性。
CUT TO BUILD
案例简介:Describe the brief from the client In Thailand, OLFA is a cutter brand that was known only among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its hundred plus cutter models. The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by organizing an exhibition to demonstrate the product performance of OLFA cutters. Promotion Development In order to demonstrate the product performance of various models of OLFA cutters, we created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task required of it. Results In one week, over 20,000 people visited the store Sales increased by 200% comparing to the normal shop Free earned media as a number of websites reported on the store The store ignited interest in art of paper cutting Relevancy to Product/Service This is the first time in Thailand that the Pop-Up Store does not only display the product, but also demonstrate its performance. This became a direct experience with where the customers witnessed the effectiveness of OLFA cutters firsthand. Every detail of the Pop-Up Store, including product packaging and salespersons outfits were creative using OLFA cutters. The product’s performance also inspired customers to create their own paper arts using OLFA cutters. Also, on the special occasion of the brand’s 57th anniversary celebrations, the Pop-Up Store improved brand recognition as the world’s first snap-off blade cutter that offers a variety of highly effective products perfectly suited to every task required of it. In Thailand, OLFA is a cutter brand that was known among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its 100+ cutter models. We created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task.
削减建设
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CUT TO BUILD
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基本信息
- 广告战役: #Olfa-推广与活动-e299#
- 广告品牌: OLFA
- 发布日期: 2000
- 行业领域: 电器/办公 , 文具/耗材 , 办公用品
- 媒体类别: 短视频
- 广告语言: 泰语
- 媒介平台: 网络
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获得奖项:
- Design and Art Direction 2014 提名 品牌设计(Brand Experience & Environments)
- Design and Art Direction 2014 年鉴奖 空间设计(Temporary Installations)
- The One Show 2014 优秀奖 体验性广告(Installations)
- Cannes Lions 2013 银奖 设计(Temporary Retail)
- Cannes Lions 2013 银奖 推广(Best Temporary In-Store Displays in a Promotional Campaign)
- Cannes Lions 2013 铜奖 推广(Business Products & Services)
- 伦敦国际广告节 2013 银奖 设计(Art Direction)
- 伦敦国际广告节 2013 铜奖 设计(Environmental Installations/Displays - Temporary)
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