SECRET PLACE|短视频|广告营销案例【ADGuider广告指南】

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秘密地点

案例简介：描述活动/条目这次活动主要针对法国、加拿大和美国市场。它的目标是吸引和吸引一个年轻的目标 -- 25 到 35 岁的人 -- 他们在艺术、聚会和网络上寻求新的复杂的体验。在这些人中，数字更适合与品牌而不是电视建立联系，我们用电视来接触更多的全球观众。此外，法国传统渠道存在许多法律限制。 Perrier 与夜生活文化有着深刻的联系，需要利用这一资产来实现其年轻的目标。不幸的是，夜生活传达了许多对传统媒体的限制，阻止我们表达 Perrier 大胆、挑衅和性感的个性。简而言之，数字是 nourrish 最相关的媒体。Perrier 通过大胆和一致的品牌内容体验与夜生活文化建立了关系。结果 Perrier 不仅仅是一种苏打水，它是一个图标。但是它的消费者越来越老了。在过去的几年里，Perrier 把注意力集中在滋养与年轻目标的关系上。该品牌充分利用了其与众不同的个性和与夜生活的密切联系，夜生活是 Perrier 基因的重要支柱。当事情变热时，Perrier 是终极点心。保持你的身心新鲜，它可以让你面对极端的温度，但也可以避免在炎热的夜晚错过任何东西。你越新鲜，体验越多。由此，我们设计了一个数字体验，让人们能够参加一个他们通常不会参加但一直梦想被邀请参加的聚会。所以我们构思了 “PerrierSecretPlace”，这是第一部互动电影，让你站在一个参加一个非常特别的晚会的客人的立场上。一个所有客人都会过着最疯狂幻想的夜晚。不管你的幻想是什么，Perrier 会让你把它们都活下来，并带你一起度过一段美好的旅程。为此，您在屏幕上看到的所有字符都是可点击的。通过扮演他们的角色，你可以实现他们的幻想。选择 60 种不同的生活，以及同样多的幻想，来度过你想要的夜晚.有近 10 000 种不同的方式来体验这个派对。这是一个 80 分钟的体验，由一个真正的电影制片厂制作，持续 18 个月。为了让用户有机会在现实生活中继续聚会，我们在聚会的某个地方隐藏了一个秘密的 Perrier 瓶子。如果你找到了，你可能有机会赢得独家邀请，去世界上最疯狂的派对之一。这种经历发生在一个微型网站 perriersecretplace.com 上。为了最大限度地实现我们的目标，我们精心策划了以下内容: 1。博客作者被邀请参加我们非凡的拍摄，这是他们一直渴望成为的一员，所以他们会分享他们的经历 2.发布前一周，我们戏弄了我们的社区。 3。我们与博客种子提供商合作，鼓励口碑传播，并广泛传播经验。 4。然后付费媒体 (展示) 被用来接触大量我们的目标受众。 5。通过社交媒体，我们为瓶子探索提供了线索，以活跃我们的社区并招募新粉丝。通过这种有趣和身临其境的体验，我们已经能够创造 93,330 小时的订婚时间。我们与媒体机构 Zenith Optimedia 密切合作，制定了一个媒体计划，该计划将产生大量的媒体收入 (估计约 100万美元)。通过这样做，1.4 million 人民实现了数百万的幻想，其中 47% 属于我们的目标 -- 25/35 岁。他们中的许多人成为了粉丝: 自从这次活动以来，我们的粉丝页面已经增加了 72%。

秘密地点

案例简介：Describe the campaign/entry This campaign is mainly made for French, Canadian and American markets. Its goal is to attract and engage a younger target - 25 to 35 years olds- who are seeking new and sophisticated experiences in art, parties, and on the web. Among this population, Digital is much more relevant to create engagement with a brand rather than TV, that we use to touch a more global audience. Furthermore, there are many legal limitations in traditionnal channels in France. Perrier is deeply linked withnightlife culture, and need to leverage this asset to engage with its younger target. Unfortunatly, nightlife convey many constraints on traditional media that prevent us from expressing the daring, provocative and sexy personality of Perrier. In short, digital was the most relevant medium to nourrish the relationship Perrier is engaging with the nightlife culture through a bold and consistent branded content experience. Results Perrier is much more than a sparkling water, it's an icon. But its consumers are getting older. For the past few years Perrier focused its attention to nourishing its relationship with its younger target. The brand leveraged its off-beat personality and its close link to nightlife, which are very important pillars of Perrier's DNA. Perrier is the ultimate refreshment when things turn hot. Keeping your body and mind fresh, it allows you to face extreme temperatures, but also avoid missing anything in the heat of the night. The fresher you are, the more you experience. From this, we designed a digital experience that enable people to live a party they wouldn't normally live, but have always dreamed about being invited to. So we conceived " PerrierSecretPlace", the first interactive film that puts you in the shoes of a guest who goes to a very special evening party. An evening where all guests will live their craziest fantasies. Whatever your fantasies are, Perrier will allow you to live them all, and will take you along for a great ride. To do so, all characters that you see on screen are clickable. By playing their role, you could live their fantasy. Choose among 60 different lives, and as many fantasies, to live the night you want to live... There are almost 10 000 differents way to experience this party. It is a 80 minutes experience conceived with a real movie studio production, for 18 months. To give users the opportunity to continue the party in real life, we have hidden a secret Perrier bottle somewhere in the party. If you find it, you may have a chance to win an exclusive invitation and go to one of the craziest parties all around the world. This experience happens on a microsite, perriersecretplace.com. To maximize the way we were reaching our target, we orchestrated the following: 1. Bloggers were invited to our extraordinary shoot, the kind they've always longed to be part of, so they would share their experience 2. We teased our community a week before the launch. 3. We worked with Blog seeding providers to encourage word-of-mouth and spread widely the experience. 4. Then paid media (display) was used to reach massively our targeted audience. 5. Through social media, we gave clues for the bottle quest to animate our community and recruit new fans. By making such an playful and immersive experience, we have been able to create 93,330 hours of engagement. We closely worked with the media agency, Zenith Optimedia, to define a media plan that would generate a lot of earned media (estimated at around 1 million dollars). By doing so, 4 millions of fantasies have been lived by 1.4 millions peoples, with 47% belonging to our target - the 25/35 years olds. Many of them became fans : since this campaign, our fanpage has increased its fanbase by 72%.