营销日历 营销导航 热门搜索 使用技巧
广告营销案例
  • 基本信息
  • 创作者
  • 案例详情

        • 您的体验已到期

        免费领取会员>
        High Speeds短视频广告营销案例

        本案例默认翻译为中文，点击可切换回原语言

        已切换成原语言，点击可翻译成中文

        高速度

        案例简介：描述客户的简报: Telmex 宽带以非常好的价格给人们带来了高速。目标是立即采取行动 (联系 Telmex 并获得订阅) 以及情感反应 (这将有利于品牌与观众的关系) 在一个低参与的类别。 创意执行: 从一开始就让人们参与到一个真正的、意想不到的 “以低速为代价的高速” 体验中，这样他们的情感就会与国家的其他地方联系起来，并产生预期的反应品牌。 描述简短/目标的创造性解决方案。 我们登上了一辆覆盖波哥大到卡利路线的公共汽车 (9 小时的行程)，乘坐飞机 (仅 35 分钟) 到达目的地，让乘客大吃一惊。然后，我们通过电视和在线与全国其他地方分享了他们的 “以低速为价格的高速” 体验。在网站上，人们可以跟踪个别乘客的故事，请求互联网接入，并为这项运动提出新的想法。他们做到了，这就是我们最终如何乘坐直升机将一名出租车乘客带到他的目的地。我们对人们反应的期望 (订阅、故事的分享、对品牌的有利意见和口碑) 被超越了。人们不仅继续分享，还为这场运动提出了新的想法，我们最终乘坐直升机带着一名出租车乘客去了他的目的地。-数字世界中的这种模拟方法在类别中是意想不到的，并点燃了观众和品牌之间的对话。-对每个人来说，这很简单也很容易理解。-它以一种引人入胜的方式展示了类别 (速度) 的司机，这有助于区分我们的品牌。 尽可能详细地描述结果。 在它发布的一周内，它是病毒视频图表中分享最多的视频之一。它对该品牌产生了各种各样的正面评论 (推特、博客、 facebook 、活动网站)。月销售额增长从活动前的 3% 上升到活动后的 42%。(订阅一年或一年以上) 宽带增值包销售的其他产品的销售额增长了 25% (加强了与品牌的关系)不到两个月的绝对市场领导者 (结束其竞争对手 8 年的领导地位) 来源: 连通性季度报告-2010-ITC 技术信息和通信

        高速度

        案例简介：Describe the brief from the client: Telmex Broadband is giving people high speeds at very good prices. The goal was to generate an immediate action (contact Telmex and get a subscription) as well as an emotional response (that would favour the brand’s relationship with the audience) in a category of low involvement. Creative Execution: Involve people from the very beginning in a real and unexpected “high speeds for the price of low speeds” experience so that their emotions would connect with the rest of the country and generate the desired response towards the brand. Describe the creative solution to the brief/objective. We boarded one of the buses that cover the Bogotá to Cali route (a 9 hour trip) and surprised the passengers by taking them to their destination by plane (only 35 minutes). Then we shared their “high speeds for the price of low speeds” experience with the rest of the country via TV and online. On the website people could follow the stories of the individual passengers, request internet access and suggest new ideas for the campaign. They did and that’s how we ended up taking a taxi passenger to his destination in a helicopter. Our expectation in terms of people’s response (subscriptions, shares of the story, favourable opinions towards the brand and word of mouth) was surpassed. People not only kept on sharing but suggested new ideas for the campaign and we ended up taking a taxi passenger to his destination in helicopter. - This analogue approach in the digital world is unexpected in the category and ignited the dialogue between audience and brand. - It’s simple and easy to understand for everybody. - It presented the driver of the category (speed) in an engaging way that helped differentiate our brand. Describe the results in as much detail as possible. Within a week of its launch it was one of the most shared videos in viral video chart. It generated all kinds of positive comments about the brand (twitter, blogs, facebook, the campaign’s website). Monthly sales growth went from 3% before the campaign to 42% right afterwards. (Subscriptions of one year or more) Sales of other products sold in value pack with broadband increased 25% (Strengthening the relationship with the brand) Telmex went from being #2 to the absolute market leader in less than two months (Putting an end to the 8 year leadership of its competitor) Source: Quarterly Report of Connectivity –2010 – ITC Ministry of Technology Information and Communications

        High Speeds

        案例简介：描述客户的简报: Telmex 宽带以非常好的价格给人们带来了高速。目标是立即采取行动 (联系 Telmex 并获得订阅) 以及情感反应 (这将有利于品牌与观众的关系) 在一个低参与的类别。 创意执行: 从一开始就让人们参与到一个真正的、意想不到的 “以低速为代价的高速” 体验中，这样他们的情感就会与国家的其他地方联系起来，并产生预期的反应品牌。 描述简短/目标的创造性解决方案。 我们登上了一辆覆盖波哥大到卡利路线的公共汽车 (9 小时的行程)，乘坐飞机 (仅 35 分钟) 到达目的地，让乘客大吃一惊。然后，我们通过电视和在线与全国其他地方分享了他们的 “以低速为价格的高速” 体验。在网站上，人们可以跟踪个别乘客的故事，请求互联网接入，并为这项运动提出新的想法。他们做到了，这就是我们最终如何乘坐直升机将一名出租车乘客带到他的目的地。我们对人们反应的期望 (订阅、故事的分享、对品牌的有利意见和口碑) 被超越了。人们不仅继续分享，还为这场运动提出了新的想法，我们最终乘坐直升机带着一名出租车乘客去了他的目的地。-数字世界中的这种模拟方法在类别中是意想不到的，并点燃了观众和品牌之间的对话。-对每个人来说，这很简单也很容易理解。-它以一种引人入胜的方式展示了类别 (速度) 的司机，这有助于区分我们的品牌。 尽可能详细地描述结果。 在它发布的一周内，它是病毒视频图表中分享最多的视频之一。它对该品牌产生了各种各样的正面评论 (推特、博客、 facebook 、活动网站)。月销售额增长从活动前的 3% 上升到活动后的 42%。(订阅一年或一年以上) 宽带增值包销售的其他产品的销售额增长了 25% (加强了与品牌的关系)不到两个月的绝对市场领导者 (结束其竞争对手 8 年的领导地位) 来源: 连通性季度报告-2010-ITC 技术信息和通信

        High Speeds

        案例简介：Describe the brief from the client: Telmex Broadband is giving people high speeds at very good prices. The goal was to generate an immediate action (contact Telmex and get a subscription) as well as an emotional response (that would favour the brand’s relationship with the audience) in a category of low involvement. Creative Execution: Involve people from the very beginning in a real and unexpected “high speeds for the price of low speeds” experience so that their emotions would connect with the rest of the country and generate the desired response towards the brand. Describe the creative solution to the brief/objective. We boarded one of the buses that cover the Bogotá to Cali route (a 9 hour trip) and surprised the passengers by taking them to their destination by plane (only 35 minutes). Then we shared their “high speeds for the price of low speeds” experience with the rest of the country via TV and online. On the website people could follow the stories of the individual passengers, request internet access and suggest new ideas for the campaign. They did and that’s how we ended up taking a taxi passenger to his destination in a helicopter. Our expectation in terms of people’s response (subscriptions, shares of the story, favourable opinions towards the brand and word of mouth) was surpassed. People not only kept on sharing but suggested new ideas for the campaign and we ended up taking a taxi passenger to his destination in helicopter. - This analogue approach in the digital world is unexpected in the category and ignited the dialogue between audience and brand. - It’s simple and easy to understand for everybody. - It presented the driver of the category (speed) in an engaging way that helped differentiate our brand. Describe the results in as much detail as possible. Within a week of its launch it was one of the most shared videos in viral video chart. It generated all kinds of positive comments about the brand (twitter, blogs, facebook, the campaign’s website). Monthly sales growth went from 3% before the campaign to 42% right afterwards. (Subscriptions of one year or more) Sales of other products sold in value pack with broadband increased 25% (Strengthening the relationship with the brand) Telmex went from being #2 to the absolute market leader in less than two months (Putting an end to the 8 year leadership of its competitor) Source: Quarterly Report of Connectivity –2010 – ITC Ministry of Technology Information and Communications

        高速度

        暂无简介

        High Speeds

        暂无简介

        基本信息

        综合评分
        {{getNumber(caseInfo.whole)}}

        暂无评分

        已有{{caseInfo.tatolPeople}}人评分

        创意
        {{getNumber(caseInfo.originality)}}
        文案
        {{getNumber(caseInfo.copywriting)}}
        视觉
        {{getNumber(caseInfo.visualEffect)}}

        创作者

        广告公司： 智威汤逊 (哥伦比亚 波哥大)

        案例详情

        涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌

        热门节日97个，23个维度智能搜索

        • 项目比稿

          品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标

        • 创意策划

          任意搜索品牌关键词，脑洞创意策划1秒呈现

        • 竞品调研

          一键搜索竞品往年广告，一眼掌握对手市场定位

        • 行业研究

          热词查看洞悉爆点，抢占行业趋势红利

        登录后查看全部案例信息

        如果您是本案的创作者或参与者 可对信息进行完善

        案例评分

        综合
        {{wholeEm}} 请评分
        创意
        {{originalityEm}} 请评分
        文案
        {{copywritingEm}} 请评分
        动视
        {{visualEffectEm}} 请评分

        链接粘贴成功,ctrl+v 进行复制

        完善信息

        最多可填写1000个字符

        请填写正确的邮箱

        完善信息成功

        完善信息失败

        评分成功

        您已经完成过对该案例的评分了

        联系我们 返回广告案例顶部 分享广告案例 意见反馈 广告案例意见反馈 回到顶部 返回广告案例顶部

        链接粘贴成功,ctrl+v 进行复制

        扫码关注公众号完成登录

        登录即视为同意《用户协议》

        二维码失效

        刷新

        注册成功，赠送你10天会员体验权

        注册失败，请检查信息后重新输入