(5) Robotskin Trailer|短视频|广告营销案例【ADGuider广告指南】

(5) Robotskin 拖车

案例简介：大约 70 年前，当飞利浦发明旋转式电动剃须刀时，这是一场革命: 一种方便、创新和时尚的美容方式。飞利浦成为电动剃须刀的世界领先者，自 5亿以来已售出 1950 台剃须刀。情况发生了变化: 发达国家的电动剃须刀市场停滞不前，用户基础老化: 电动剃须刀的平均用户年龄为 46 岁。到了 2005，酷感已经失去了市场份额，因为电动剃须被视为过时了。关心外表的年轻人认为美貌是一种货币; 他们愿意投资。正确的语气、内容和媒体选择对创造阴谋至关重要。使用各种媒体的媒体组合尤其突出和丰富。 CoolSkin 将飞利浦技术与妮维雅护肤相结合。但是当你合并这两者时，你会得到什么？妮维雅 = 皮肤护理，飞利浦 = 技术; 两者共同创造了 “皮肤技术” 一词。就像未来的混血儿。就像一个新品种。这个想法可能会引起目标群体的兴趣。答案是一个性感的女机器人: 第一个剃须 sh。这个想法把它包裹起来: 它给一个喜欢科幻、科技和性感暗示的目标群体编了一个有趣的故事。它让酷酷的科技产品设计变得栩栩如生，并赋予了它小玩意的天赋。竞选团队强调 coolskin 对 “感觉不同” 的承诺。 CoolSkin 的 “感觉不同” 活动显然超出了预期。所有 4 个国家的所有 3 个目标都在 18 个月内超过。CoolSkin 被认为是湿剃须的可靠替代品，达到了 50% 的推荐。因此，coolskin 的市场份额下降得到扭转，仅在 18 个月内就翻了一番，比 2008年12月的增长目标高出 90%。

(5) Robotskin 拖车

案例简介：When Philips invented the rotary electric shaver about 70 years ago, it was a revolution: a convenient, innovative and trendy way to look good. Philips became a world leader in electric shavers, having sold 500 million shavers since the 1950s. Things changed: the electric shaver market in the developed world was stagnant and its user base aging: the average electric shaver user was 46 years old. By 2005, CoolSkin was already losing market share as electric shaving was seen as outdated. Young men concerned about their appearance consider good looks as a currency; they are willing to invest in it. The right tone, content and media choice was critical to create an intrigue. The media mix was especially outstanding and substantial using all kinds of media. CoolSkin combined Philips technology with Nivea skincare. But what do you get when you merge the two? Nivea = skin care, Philips = technology; the two together coined the term âskin technologyâ. Like some futuristic hybrid. Likeâ¦ a new breed. This thought could intrigue the target group. The answer was a sexy female robot: the first shaving âFemBotâ. This idea wrapped it up: it made an intriguing story to a target group who loves Sci-Fi, technology and hints of sexiness. It brought Coolskinâs tech-looking product design to life and gave it the flair of a gadget. The campaign line stressed CoolSkinâs promise to âFeel Differentâ. The âFeel Differentâ campaign for CoolSkin clearly exceeded expectations. All 3 of the targets in all 4 countries were exceeded within 18 months. CoolSkin was established as a credible alternative to wet shaving achieving 50% recommendation. As a result CoolSkinâs market share decline was reversed and doubled in only 18 months, exceeding the growth target for Dec 2008 by 90%.