Pimp The Extreme Ninja Master Runway Chef Ink Tank Factor Has Talent Brasil|短视频|广告营销案例【ADGuider广告指南】

皮条客极限忍者大师跑道厨师水墨坦克因子有才巴西

案例简介：概要 Old Spice 在巴西是一种相对较新的产品，其市场份额目前在巴西不到 5%。为了提高对该品牌的认识，并在品牌新香的推出过程中加强其在目标受众中的定位, P & G 向我们提出挑战，要求我们创造一种执行方式，将老香料的 POV 转化为目标 (巴西男性青年)，并以一种相互关联和创新的方式达到目标。战略为了实现我们的目标，我们认为我们需要创造一些东西，这些东西可以成为巴西男性青年文化的一部分，并突破传统的广告形式。所以，当我们观察巴西的流行文化时，我们发现: 1。巴西人平均每周看 20 小时电视 (在全球排名中排名第六)。2. 《老大哥巴西》是巴西的顶级电视节目，在 18 版之后，它仍在打破观众记录; 这也是 2017年谷歌 (巴西) 搜索的第一名。3。除了巴西汤剧，《声音》和《大师级厨师》等其他真人秀节目是老大哥的主要娱乐竞争对手。换句话说，电视真人秀在巴西是一件大事。所以我们认为是时候创造一个真人秀节目来翻译旧香料代表的一切了。终极真人秀。相关性皮条客极限忍者大师跑道厨师水墨坦克因子有天赋的巴西是真人秀的真人秀。一个真实的电视节目模仿了巴西最受欢迎的电视节目中最好的和最差的，并在巴西主要有线电视网络的黄金时段播出。凭借一种长长度的非广告形式，该节目聚集了相当大的粉丝群，并在目标观众中取得了成功。结果仅在巴西播出，我们的目标基地就有 2000万人 (巴西男性青年)，该节目共有大约 3100万人 (付费电视和数字电视合并)。在季末，我们在付费电视的目标观众中获得了最高的收视率。70% 的互动和评论是积极的 (28% 是中性的)。这些用户中的大多数都支持该节目的参与者之一，谈论产品本身，或者要求老香料的第二季。包括所有的媒体频道、视频预告、插曲、广告和剧集，我们总共获得了 1.1亿次影响。项目期间影响增加 50%。执行我们必须找到一个媒体合作伙伴，让这个想法充分发挥潜力。就在那时，我们与特纳 (巴西领先的 PayTV 广播公司和主要的真人秀发行商) 合作发行该节目。它在 2017 年第四季度的黄金时段播出，包括 TNT 、太空频道和华纳，以及该品牌和广播公司的数字频道。这些剧集在晚上重新播出，并通过推特、脸谱网和 YouTube 向我们的观众推广。我们首先发布了视频预告，让观众为演出做好准备。几周后，第一集推出，宣传片将其推广到目标观众。每周剧集和宣传片播出一个月。赛季结束后，后台视频、最佳时刻回顾和赛季马拉松在该节目的粉丝网上和特纳频道播出。活动描述为了推出全新的老香料香水，我们创造了皮条客极限忍者大师跑道厨师墨罐因子有天赋的巴西: 真人秀节目。一个月, 勇敢的参赛者争夺巴西最伟大的时尚-厨师-歌手-企业家-艺术家-机械师-设计师的头衔，挑战是有史以来每一场真人秀中最好的和最差的。巴西主要有线电视频道 TNT 、 Warner 和 SpaceTV 的黄金时段播出了 P.T.E.N.M.R.C.I.T.F.H.T.B。

皮条客极限忍者大师跑道厨师水墨坦克因子有才巴西

案例简介：Synopsis Old Spice is a relatively new product in Brazil and its market share is currently under 5% in the country. In an effort to raise awareness for the brand and reinforce its positioning amongst the target audience during the launch of its brand new fragrance, P&G challenged us to create an execution that translated Old Spice's POV and reached the target (the Brazilian male youth) in a relatable and innovative way. Strategy To succeed in our goals, we figured we needed to create something that could become part of the Brazilian male youth culture and break through the traditional advertising format. So, when we looked at Brazilian's pop culture, this is what we found: 1. Brazilians watch in average 20 hours of TV every week (6th place in the global ranking). 2. Big Brother Brasil is the top TV show in Brazil and it's still breaking audience records after its 18th edition; it was also the #1 searched item on Google (Brazil) in 2017. 3. Other reality shows such as "The Voice" and "Masterchef" are Big Brother's main entertainment competitors apart from the Brazilian soup operas. In other words, Reality TV shows are a huge thing in Brazil. So we figured it was time we created a reality show that translated everything that Old Spice represents. The ultimate reality show. Relevancy Pimp The Extreme Ninja Master Runway Chef Ink Tank Factor Has Talent Brasil is the reality show of reality shows. A real TV show that parodies the best and the worst of one of the most popular TV genres in Brazil and that was aired on prime time on Brazil's main cable TV networks. With a long-length non-advertising format, the show gathered a considerable fanbase and became a success amongst the target audience. Outcome Broadcast exclusively in Brazil, we reached 20 million people in our target base (Brazilian male youth) and a total of approximately 31 million people (PayTV and digital combined) with the show. On the season finale, we reached the highest rating amongst the target audience on PayTV. 70% of the interactions and comments were positive (28% neutral). Most of these users were rooting for one of the show's participants, talking about the product itself or demanding a second season from Old Spice. Including all of the media channels, video teasers, vignettes, commercials and episodes, we achieved a total of 110 million impacts. Impact increased by 50% during the project. Execution We had to find a media partner that would allow the idea to reach its full potential. That was when we partnered up with Turner (Brazil's lead PayTV broadcaster and a major reality show distributor) to distribute the show. It aired on prime time on 2017's Q4 on TNT, Space Channel and Warner alongside a strong delivery on digital channels belonging to the brand and the broadcasters. The episodes were re-ran in the evenings and were also promoted to our audiences via Twitter, Facebook and YouTube. We first released video teasers to prepare the audience for the show. After a few weeks, the first episode was launched and promo videos promoted it to the target audience. Weekly episodes and promos were aired for a month. After the season finale, backstage videos, a best moments recap and a season marathon were broadcast to the show's fanbase online and on Turner channels. CampaignDescription To launch the brand new Old Spice fragrance, we created Pimp The Extreme Ninja Master Runway Chef Ink Tank Factor Has Talent Brasil: the reality show of reality shows. For one month, brave contestants competed for the title of the greatest fashion-cook-singer-entrepreneur-artist-mechanic-designer in Brazil in challenges that combined the best and the worst of every reality show ever made. P.T.E.N.M.R.C.I.T.F.H.T.B was broadcast on prime time on TNT, Warner and SpaceTV, Brazil's major cable TV channels.