One Source: Campaign|活动|广告营销案例【ADGuider广告指南】

一个来源: 运动

案例简介：结果一个消息来源现在正在非洲大陆的广播和电视频道上播出 -- 为了免费潜水和销售: 该活动产生了 17.5亿的媒体印象 * “一个来源” 专辑在南非 iTunes 上排名第一绝对伏特加的销量同比增长了 84% * * 绝对伏特加的销量市场份额翻了一番 (从 14% 增至 28%)自 2014年以来，Absolut 现在是南非销量最大的优质伏特加 * 来源: BRC 电台观众测量、所有媒体和产品调查、深红六边形、 Vizeum 、新闻频道 * * 来源: absolut Original 的阿兹特克销售数据活动描述我们与非洲嘻哈偶像 Khuli Chana 和一些非洲最大的艺术家合作，创作了一张名为 “一个来源” 的概念专辑。这次泛非音乐合作庆祝非洲是所有创作的一个来源。它有 10 名艺术家，8 首原创歌曲，音乐视频，纪录片系列和现场表演。这场综合运动利用社交投票、在线参与和品牌体验让观众参与到每一步，将 “一个来源” 变成非洲创意革命的战争口号。概要绝对伏特加是 “世界上唯一的伏特加来源”。我们想利用这一独特的产品真相来夺回该品牌在南非领先的优质伏特加地位。战略 Absolut 是瑞典的标志性品牌，但我们需要让它与非洲相关。几个世纪以来，非洲一直被称为黑暗大陆…… 但是有一股新的创造性能量席卷了整个非洲。我们看到了一个让 Absolut 成为这场创造性革命火炬手的机会。我们接受了非洲最古老的真理 (非洲是创造的一个来源)，将它与产品真理联系起来 (绝对是世界上唯一的伏特加来源) 并与嘻哈明星 Khuli Chana 合作，创造了一个来源，一个以非洲最大艺术家为特色的音乐合作。Khuli 将 Absolut 融入了他的歌词中。我们在整个音乐视频和支持抵押品中使用了一个象征性的蓝色火焰作为品牌符号。这一点，加上歌词，如 “耶稣酿酒，所以我把我的水变成伏特加”，和 “如果年轻人是绝对的，我们准备移动”, 保证品牌被烤的内容。相关性 Absolut 的一个来源有效地结合了拥有、赢得和购买媒体 (通过 ATL 、 BTL 和数字渠道)，以推动意识、参与和销售。通过创造受欢迎的原创内容 (包括一张来源专辑和音乐视频)，我们能够为品牌创造重要的赚来的媒体。我们对 MTV 非洲音乐奖的赞助，以及其他 ATL 频道的战略定位，有助于提高我们对原创内容的认识。我们使用社交媒体将这种意识转化为参与…… 并开展广泛的 BTL 活动 (包括 on-con 、 off-con 和限量版包) 将参与转化为销售。执行一个消息来源是非洲最大的艺术家的音乐合作。它包括: 包含 8 首原创曲目 (iTunes 、零售、广播) 的概念专辑音乐视频 (YouTube 、 Facebook 、电视) 纪录片系列 (MTV 、 YouTube 、 Facebook) khuli Chana 在 MTV 提名活动中的现场表演这个原创内容是一个综合活动的一部分，包括:YouTube) 以 Khuli 为特色的广告牌微型网站容纳内容并促进音乐下载 (网络、移动) 持续的社交参与 (Facebook 、 Instagram) 与 Khuli 邀请观众参与的在线视频 (Facebook，Instagram) 影响者营销 (Khuli & collaborators 的 Facebook，Instagram) on-con 和 off-con 激活限量版 “Khuli Chana 签名包” 第二限量版 “一个源包”，免费音乐下载 PR(主要频道的数字、社交、免费电视和广播节目) 综合运动让观众参与其中的每一步，邀请他们参与关键的创造性决策, 提高知名度并推动品牌参与。

一个来源: 运动

案例简介：Outcome One Source is now being broadcast on radio and television channels across the continent – for free – diving talkability and sales:•The campaign generated 1.75 billion Media Impressions*•The “One Source” album reached #1 on iTunes in South Africa•Sales of Absolut Vodka increased by 84% year-on-year**•Absolut’s Market Share doubled (from 14% to 28%) since 2014**•Absolut is now the biggest selling premium vodka in South Africa*** Sources: BRC Radio Audience Measure, All Media & Products Survey, Crimson Hexagon, Vizeum, Newsclip** Source: Aztec Sales Data for Absolut Original CampaignDescription We collaborated with African hip–hop icon Khuli Chana, and some of Africa’s biggest artists to create a concept album called “One Source”. This Pan-African musical collaboration celebrated Africa as the one source of all creation. It featured 10 artists, 8 original tracks, music video, documentary series, and live performances. The integrated campaign used social voting, online engagement, and brand experiences to involve the audience every step of the way, turning “One Source” into a war cry for Africa’s Creative Revolution. Synopsis Absolut Vodka is “The World’s Only One Source Vodka”. We wanted to use this unique product truth to reclaim the brand’s leading premium vodka status in South Africa. Strategy Absolut is an iconic Swedish brand, but we needed to make it relevant in Africa. For centuries Africa has been known as the Dark Continent… but there is a new creative energy sweeping across Africa. We saw an opportunity to make Absolut the torchbearer for this Creative Revolution. We took Africa’s oldest truth (Africa is the ONE SOURCE of creation), connected it to a product truth (Absolut is the world’s only ONE SOURCE vodka) and partnered with hip-hop star Khuli Chana to create One Source, a musical collaboration featuring Africa’s biggest artists. Khuli incorporated Absolut into his lyrics. We used a symbolic blue flame as a brand signifier throughout the music video and supporting collateral. This, together with lyrics like “Jesus made wine so I turn my water into Vodka”, and “If the youth Be Absolut we be ready to move”, ensured that the brand was baked-in to the content. Relevancy Absolut’s One Source effectively combined owned, earned and bought media (across ATL, BTL, and digital channels) to drive awareness, engagement, and sales. By creating sought-after original content (including the One Source album and music videos) we were able to generate significant earned media for the brand. Our sponsorship of the MTV Africa Music Awards, together with strategic placements in other ATL channels, helped to drive awareness of our original content. We used social media to convert that awareness into engagement… and an extensive BTL campaign (including on-con, off-con, and limited edition packs) to convert engagement into sales. Execution One Source was a musical collaboration featuring Africa’s biggest artists. It included:•A concept album containing 8 original tracks (iTunes, Retail, Radio)•Music Video (YouTube, Facebook, TV)•Documentary Series (MTV, YouTube, Facebook)•Live performance of Khuli Chana at the MTV Nominations EventThis original content was part of an integrated campaign that included: •Launch TVC featuring Khuli (TV, Facebook, YouTube)•Billboards featuring Khuli •Microsite housing the content and facilitating music downloads (Web, Mobile)•On-going Social Engagement (Facebook, Instagram)•Online Videos with Khuli inviting audience participation (Facebook, Instagram)•Influencer Marketing (Khuli & collaborators’ Facebook, Instagram) •On-con and off-con activations•Limited edition “Khuli Chana Signature Pack”•Second limited edition “One Source Pack” with free music downloads•PR (digital, social, free TV and radio airplay on major channels)The integrated campaign involved the audience every step of the way, inviting them to participate in key creative decisions, generating awareness and driving brand engagement.