WHAT'S YOUR DULUX COLOUR OF NEW ZEALAND|短视频|广告营销案例【ADGuider广告指南】

新西兰的多乐士颜色是什么

案例简介：结果和有效性在活动之前，只有 35% 的潜在客户将 DCoNZ 归咎于多乐士。这只是稍微领先于多乐士主要竞争对手 (33%) 的归属，在这次活动促进客户更多地参与 DCoNZ 之后，对多乐士的正确归属从 35% 增加到 56%。对他们主要竞争对手的归属仅下降到 5%。成千上万的访问被记录到 DCoNZ 在线画廊和 YouTube 频道，超过 418,000 人看到了 Facebook 的活动。多乐士客户还要求添加 537 种新颜色。所有这些都来自同比持平的预算。创意执行为了获得用户的参与，我们要求他们通过付费和社交媒体向我们发送他们新西兰特殊地方的照片，并在拍摄地图上标记。只有一个小的激励，客户发送了大量的照片。作为回报，我们给他们的照片涂上了匹配的多乐士颜色，然后制作了 TVC 和在线视频。不仅仅是一两个，还有 50 个不同的 TVC 和数百个在线视频广告。他们的战略是最大限度地增加看到 5 次或更多不同处决的人数。Facebook 上的一个画廊收藏了这些图片，并推动所有权和与朋友分享。搜索推动了网站访问，家庭杂志上的广告成为影响者和活跃装饰者的详细参考点。最后，在油漆通道的最后几米处，销售点材料将活动联系起来。见解、战略和想法在一个与自然密切相关的国家，色彩在新西兰人的心中引起了强烈的反应。所以 10 年前，领先的油漆品牌多乐士利用这一点，创造了一系列 600 种颜色，叫做新西兰多乐士色 (DCoNZ)，灵感来自新西兰的地方，并以新西兰的地方命名。人们可以利用新西兰美妙的自然环境的颜色把房子变成家。但是我们有两个问题; 以前的活动没有展示 DCoNZ 范围，人们也没有强烈地将 DCoNZ 与多乐士联系起来。我们的策略是把 DCoNZ 交给新西兰人。问他们 “你是什么颜色？” 让他们记住特殊的时间和地方，并在 DCoNZ 系列中拥有 “他们的颜色”。因此，在 “一刀切” 的广告中，只有 600 种颜色中的 1 种或 2 种颜色是不够的。

新西兰的多乐士颜色是什么

案例简介：Results and Effectiveness Prior to the campaign, only 35% of potential customers had been ascribing DCoNZ to Dulux. This was only slightly ahead of the ascription to Dulux’s major competitor (33%) After this campaign facilitating customers to be more involved with DCoNZ, the correct ascription to Dulux increased from 35% to 56%. Ascription to their main competitor fell to just 5%. Tens of thousands of visits were recorded to the DCoNZ online gallery and YouTube channel and the Facebook activity was seen by over 418,000 people. Dulux customers also requested 537 new colours be added. All this from a flat year-on-year budget. Creative Execution To gain user engagement, we asked them through paid and social media to send us their photos of their special New Zealand place and mark on a map where it was taken. With only a small incentive, customers sent in a huge amount of photos. In return, we tinted their photos to the matching Dulux colour, then created both TVC’s and online videos of the result. Not just one or two, but 50 DIFFERENT TVC’s and HUNDREDS of online video ads. They were flighted with a strategy of maximising the number of people seeing 5 or more different executions. A gallery in facebook housed the images and drove ownership and sharing with friends. Search drove website visits and advertisements in Home magazines became detailed reference points for influencers and active decorators. Finally, point of sale material connected the campaign at the vital last metres of the paint aisle. Insights, Strategy and the Idea In a country closely connected to nature, colours evoke powerful responses in the hearts of New Zealanders. So 10 years ago, leading paint brand, Dulux capitalised on this by creating a range of 600 colours called Dulux Colours of New Zealand (DCoNZ) inspired by and named after New Zealand places. People could use the colours of New Zealand’s wonderful natural environment to turn a house into a home. But we had two problems; previous campaigns hadn’t demonstrated the extent of the DCoNZ range and people also didn’t strongly associate DCoNZ with Dulux. Our strategy was to hand DCoNZ over to New Zealanders. To ask them “What’s your colour?” To get them to remember special times and places special and to take ownership of ‘their colours’ among the DCoNZ range. Featuring just 1 or 2 colours out of 600 in a ‘One size fits all’ advertisement therefore wouldn’t be sufficient.