Fake It All|短视频|广告营销案例【ADGuider广告指南】

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假装这一切

案例简介：描述活动/条目: 在开展反假冒运动时，我们希望我们的信息能被感受到: “离你最近的东西可能是假的”。所以我们非常规地使用不同形式的媒体，调整我们的沟通。为了确保不同的媒体渠道，参与了大量的谈判。但是随着意识水平的提高，假冒不再被忽视。描述客户的简报: 我们的目标是开展反假冒宣传运动，向黎巴嫩群众宣传客户的呼叫中心。战略: 以最小的货币成本，我们希望接触到来自每个人口的人。所以我们选择通过不同的营销渠道，使用他们消费的最受欢迎的媒体来非常规地这样做。我们追求他们最喜欢的报纸、电视和广播节目。对于每种类型的媒体，我们都采取了不同的噱头，以同样的防伪信息和行动呼吁来吸引他们的注意力。执行: 我们建立了超市环境店内 “假” 产品，并推出了 TVC 、电台广告和户外广告牌。我们利用国际假货日发起了中东历史上最大的精心策划的特技: 我们在镇上最大的购物中心派出了一群模仿的暴徒来模仿人们。全国发行量最高的报纸同意为一项联合实验伪造其头版标志，在该实验中，人们被要求发现差异并进行报道。最受欢迎的广播和电视节目主持人在黄金时段有一个假主持人来代替他们。在贝鲁特最大的购物中心，数十名穿着品牌 t恤的人被释放，imitate 购物者模仿他们的每一个姿态。在 Facebook 上，我们伪造了 250 名主要影响者的个人资料，他们收到了他们个人冒名顶替者的 facebook 好友请求。情况: 经过 15 年的黎巴嫩内战和 20 年的不稳定，导致边境控制不善，假冒产品在这里如此普遍也就不足为奇了。尽管有严格的法律禁止假冒，但假冒仍然是文化的一部分 -- 随处可见，但几乎没有人注意到。几乎任何品牌的商店都有假冒的产品。事实上，在阿拉伯语中，模仿/伪造/和伪造都意味着同样的事情，我们的想法源于我们的现实: “最接近你的东西可能是假的”。结果: 在一个 450万的国家.在整个媒体中，我们的宣传活动达到了 3,680,000。报纸噱头达到 490,560 读者。电视和广播特技达到 720,000，并在 youtube 和主要博客上创造了大量的对话。27,000 看到的商场特技。Facebook 的特技达到了 250 名主要影响者，随后的报道达到了 40,000 以上。总的来说，我们的运动达到了 92% 的人口，并获得了价值 375,000 美元的免费媒体报道。在一个月的时间里，呼叫中心的呼叫者数量增加了 850%。

假装这一切

案例简介：Describe the campaign/entry: In carrying out an anti-counterfeit campaign, we wanted our message to be felt: "The closest things to you can be fake". So we unconventionally used different forms of media, adapting our communication for each one. A lot of negotiating was involved in order to secure the different media channels. But with the resulting level of awareness, counterfeit can no longer go unnoticed. Describe the brief from the client: Our objective was to create an anti-counterfeit awareness campaign and promote the client’s call center to the Lebanese masses. The Strategy: With minimal monetary costs, we wanted to reach people from every demographic. So we chose to do so unconventionally through diverse marketing channels, using the most popular media they consume. We went after their favorite newspapers, TV and radio shows. For each type of media, we carried out a different stunt to grab their attention with the same message of anti-counterfeit and call to action. Execution: We set up supermarket ambient in-store "fake" products and launched the TVC, radio spots, and outdoor billboards. We used International Counterfeit Day to launch the biggest orchestrated stunt in the history of the Middle East: We sent out an imitation mob in the biggest mall in town to impersonate people. The highest nationally circulated newspaper agreed to fake its front page logo for a joint experiment, in which people were asked to spot the difference and report it. The most popular Radio and TV show hosts had a fake presenter fill in for them on air during prime time. In Beirut’s biggest shopping mall, dozens of people in branded t-shirts were released amongst shoppers to imitate their every gesture. On Facebook, we faked profiles of 250 major influencers who received a facebook friend request from their personal imposter. The Situation: After 15 years of Lebanese civil war and 20 years of instability, resulting in poorly controlled borders, it’s no surprise that counterfeit products are so widespread here. Despite strict laws against it, counterfeit is still part of the culture - everywhere to be seen, yet barely noticed. Almost any brand has a fake equivalent in stores. Using the fact that in Arabic the words Imitation /counterfeit / and fake all mean the same thing, our idea stemmed from our reality: "The closest things to you can be fake". Results: In a country of 4.5 million... Across media, our awareness campaign reached 3,680,000. Newspaper stunt reached 490,560 readers. TV&Radio stunts reached 720,000 and created massive conversation on youtube and major blogs. Mall stunt seen by 27,000. Facebook stunt reached 250 major influencers and subsequent coverage reached more than 40,000. In total, our campaign reached 92% of the population and received free media coverage worth $375,000. In a month’s time, the Call Center witnessed 850% increase in number of callers.