Stratos Jump Successful|短视频,海报/平面|广告营销案例【ADGuider广告指南】

Stratos 跳跃成功

案例简介：摘要: 每年，维也纳博览会都会与 33 个模特展览会竞争，最大的一次是在莱比锡，有大约 100.000 名游客，媒体预算为 86.000 €。与莱比锡的 “歌利亚” 相比，维也纳博览会是 “大卫”，有 25.000 名游客，媒体预算只有 1.200 欧元。维也纳需要以创造性的方式创造嗡嗡声，以提高维也纳表演的相关性和受欢迎程度，并窃取莱比锡的风头。营销目标是将游客数量增加 20%，从 25.000 增加到 30.000。该活动的目标市场是互联网用户和奥地利跳伞运动员费利克斯 · 鲍姆加特纳的粉丝,谁可能不知道或有兴趣参加维也纳模特展。他们可以通过 YouTube 和社交网络联系到。只有很少的预算，及时选择合适的时机将劣势变成了优势。“海盗战略” 在完美的时刻抓住了费利克斯 · 鲍姆加特纳的媒体报道跳跃，在这样做的同时，帮助维也纳交易会实现了最大限度地扩大媒体影响力以造福于这次活动的目标。一部迷你电影用 1:350 的乐高积木重建了跳跃。在真正的跳跃在社交媒体上出现的八小时前，维也纳博览会在网上提供了这次活动的第一张 “照片”。推出 “Stratos Jump-Vienna Fair” 游击队想法的理想媒体渠道是 YouTube，因为社交媒体在最初的 Stratos Jump 倒计时之后。该活动吸引了 50.000 多名游客参观维也纳博览会，几个小时内观看了 9.000.000 次 YouTube，估计有 1000万欧元的全球免费媒体报道。

Stratos 跳跃成功

案例简介：SUMMARY: Every year, the Vienna fair competes with 33 model making fairs, the biggest one being in Leipzig with approximately 100.000 visitors and a media budget of € 86.000. The Vienna fair is “David” compared to Leipzig’s “Goliath” with 25.000 visitors and a media budget of only € 1.200. Vienna needed to create buzz in a creative way to boost the relevance and popularity of the Vienna show and steal Leipzig’s thunder.The marketing objective was to increase the number of visitors by 20%, from 25.000 to 30.000.The target market for this campaign was internet users and fans of Austrian skydiver, Felix Baumgartner, who may not have been aware or interested in attending the Vienna Model Makers Fair. They were reachable via YouTube and social networks.Having only a small budget, selecting the right moment in time turned a disadvantage into an advantage. The “pirate strategy” seized the very media covered jump of Felix Baumgartner at the perfect moment, and in doing so, assisted the Vienna Fair in its goal of maximising media presence to benefit the event. A mini movie reconstructed the jump by using Lego blocks in the scale 1:350. Eight hours before the real jump was featured in social media, Vienna Fair provided the first “pictures” of this event online.The ideal media channel for launching the guerrilla idea “Stratos Jump - Vienna Fair” was YouTube, due to social media following the countdown to the original Stratos Jump. The campaign attracted more than 50.000 visitors to the Vienna Fair, 9.000.000 YouTube views within a few hours and an estimated €10 million of worldwide free media coverage.