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大众 QR 负载
案例简介：描述客户的简报 让 Crafter 成为需要货车的中小型企业的相关选择。增加 Crafter 对货物容量优势的感知，因为这是我们在决定他们的下一辆货车时的首要目标。 描述促销如何从概念发展到实施 我们确定中央德阿巴斯托斯是推广工匠的理想地点。它是拉丁美洲最大的水果、蔬菜和原材料贸易空间。换句话说，它是货运货车用户亲和力最高的地方。我们希望在一个拥有成千上万种产品信息和品牌促销的地方，让 Crafter 成为一个相关的、差异化的品牌。我们决定创建一个巨大的结构，用实际的橙子盒子制作 QR 码。我们的目标会扫描代码，看看这些盒子是如何放入工匠体内的视频。 描述客户和消费者的成功促销，包括一些可量化的结果: 多亏了这次促销活动，Crafter 在 Central de Abastos 的普通游客中提高了 224% 的品牌知名度。当 87% 的受访者表示希望将他们目前的货车换成 Crafter 时，意识变成了购买意愿。购买意向转化为实际销售，因为在活动结束后的两个月内，靠近中央阿巴斯托斯的 4 家主要大众经销商的 Crafter 销售额平均增加了 70%。 解释为什么促销方法与产品或服务最相关 这是相关的，因为它让潜在客户体验到更大的 Crafter 能力，体验到一些新的和有区别的东西，打破了我们的目标所习惯的促销模式。展示工匠的货运能力需要很长的解释和视频。通过户外或印刷广告是不可能的。使用电视将是一个非常昂贵和巨大的浪费，考虑到这是一个非常具体的目标观众。使用橙色盒子构建的 QR 码展示产品优势展示了消费者的主要优势和品牌的差异化领域。
大众 QR 负载
案例简介：Describe the brief from the client Get Crafter to become a relevant option for small and medium enterprises that require cargo vans. Increase the perception of cargo capacity superiority for Crafter as it is the No.1 criteria for our target when deciding on their next cargo van. Describe how the promotion developed from concept to implementation We identified the Central de Abastos as an ideal location for promoting Crafter. It is the largest commercial space in Latin America for trading fruits, vegetables and raw products. In other words, it is the place with the highest affinity for cargo van users. We wanted to make Crafter a relevant and differentiated brand in a place with thousands of product messages and brand promotions. We decided to create a huge structure with a QR Code made with actual boxes of oranges. Our target would scan the code to see a video of how those boxes would fit inside a Crafter. Describe the success of the promotion with both client and consumer including some quantifiable results: Thanks to this promotion, Crafter increased brand awareness by 224% among regular visitors of Central de Abastos. Awareness turned into purchase intention as 87% of the interviewed visitors expressed a wish to change their current van vehicle for Crafter. Purchase intention turned into actual sales as the 4 main VW distributors closer to Central de Abastos increased their sales of Crafter by 70% on average during the following 2 months after the activity. Explain why the method of promotion was most relevant to the product or service It was relevant because it allowed prospects to experience the larger capacity of Crafter with something new and differentiated that broke the patterns of promotions our target was used to. Showing the cargo capacity of Crafter is something that requires a very long explanation and a video. It was not possible through out-of-home or print advertising. Using TV would be a very expensive and a huge waste considering this was for a very specific target audience. Showing product benefits using a QR Code built using orange boxes demonstrated the main benefit for consumer and the differentiated territory of the brand.
VW QR LOAD
案例简介：描述客户的简报 让 Crafter 成为需要货车的中小型企业的相关选择。增加 Crafter 对货物容量优势的感知，因为这是我们在决定他们的下一辆货车时的首要目标。 描述促销如何从概念发展到实施 我们确定中央德阿巴斯托斯是推广工匠的理想地点。它是拉丁美洲最大的水果、蔬菜和原材料贸易空间。换句话说，它是货运货车用户亲和力最高的地方。我们希望在一个拥有成千上万种产品信息和品牌促销的地方，让 Crafter 成为一个相关的、差异化的品牌。我们决定创建一个巨大的结构，用实际的橙子盒子制作 QR 码。我们的目标会扫描代码，看看这些盒子是如何放入工匠体内的视频。 描述客户和消费者的成功促销，包括一些可量化的结果: 多亏了这次促销活动，Crafter 在 Central de Abastos 的普通游客中提高了 224% 的品牌知名度。当 87% 的受访者表示希望将他们目前的货车换成 Crafter 时，意识变成了购买意愿。购买意向转化为实际销售，因为在活动结束后的两个月内，靠近中央阿巴斯托斯的 4 家主要大众经销商的 Crafter 销售额平均增加了 70%。 解释为什么促销方法与产品或服务最相关 这是相关的，因为它让潜在客户体验到更大的 Crafter 能力，体验到一些新的和有区别的东西，打破了我们的目标所习惯的促销模式。展示工匠的货运能力需要很长的解释和视频。通过户外或印刷广告是不可能的。使用电视将是一个非常昂贵和巨大的浪费，考虑到这是一个非常具体的目标观众。使用橙色盒子构建的 QR 码展示产品优势展示了消费者的主要优势和品牌的差异化领域。
VW QR LOAD
案例简介：Describe the brief from the client Get Crafter to become a relevant option for small and medium enterprises that require cargo vans. Increase the perception of cargo capacity superiority for Crafter as it is the No.1 criteria for our target when deciding on their next cargo van. Describe how the promotion developed from concept to implementation We identified the Central de Abastos as an ideal location for promoting Crafter. It is the largest commercial space in Latin America for trading fruits, vegetables and raw products. In other words, it is the place with the highest affinity for cargo van users. We wanted to make Crafter a relevant and differentiated brand in a place with thousands of product messages and brand promotions. We decided to create a huge structure with a QR Code made with actual boxes of oranges. Our target would scan the code to see a video of how those boxes would fit inside a Crafter. Describe the success of the promotion with both client and consumer including some quantifiable results: Thanks to this promotion, Crafter increased brand awareness by 224% among regular visitors of Central de Abastos. Awareness turned into purchase intention as 87% of the interviewed visitors expressed a wish to change their current van vehicle for Crafter. Purchase intention turned into actual sales as the 4 main VW distributors closer to Central de Abastos increased their sales of Crafter by 70% on average during the following 2 months after the activity. Explain why the method of promotion was most relevant to the product or service It was relevant because it allowed prospects to experience the larger capacity of Crafter with something new and differentiated that broke the patterns of promotions our target was used to. Showing the cargo capacity of Crafter is something that requires a very long explanation and a video. It was not possible through out-of-home or print advertising. Using TV would be a very expensive and a huge waste considering this was for a very specific target audience. Showing product benefits using a QR Code built using orange boxes demonstrated the main benefit for consumer and the differentiated territory of the brand.
大众 QR 负载
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VW QR LOAD
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