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案例简介：为什么这项工作与品牌体验和激活相关？ 对于Taco Bell来说，几乎没有什么东西像他们标志性的Taco Bell Chime一样与众不同。当大本钟被修理时，我们决定用塔可钟钟声复活这个举世闻名的钟声 -- 同时提醒世人对这个品牌如此具有代表性的古怪幽默。它花了一个声音设计师，一个隐身的定向扬声器系统，将体验式品牌激活的生活。但这是值得的。 背景 情况: 塔可钟已经抵达英国，但尚未在伦敦开设门店。 简介: 以一种与塔可钟 (Taco Bell) 伦敦餐厅开业的大众意识和热议，以一种感觉与塔可钟 (Taco Bell) 相似的方式，也与伦敦人的日常生活息息相关。 挑战: 在食品痴迷的伦敦，大多数人不会注意到另一个美国食物链的到来。在一个餐馆每天营业的城市里，围绕开业进行炒作将是一个挑战。更不用说伦敦人自豪地领域性的事实 -- 它将采取一种迷人而厚颜无耻的方式 -- 来突破那些僵硬的上唇线障碍! 目标: • 创造一个启动时刻，激发阴谋和引发对话 (同时体现塔可钟著名的幽默感) • 确保媒体对新餐厅和品牌的积极关注 • 积极影响首都各地餐厅开业的客流量 描述创造性的想法 (投票20%) 大本钟-可能是伦敦最具标志性的地标-被停机维修。四年里，伦敦将缺少为这座城市提供配乐的经典钟声 (称为威斯敏斯特四分之一)。对于世界上另一个伟大的钟 -- 塔可钟 -- 首次在首都亮相是多么美妙的时刻。 如果我们能让伦敦人相信 -- 仅仅片刻 -- 他们心爱的贝尔突然复活了呢？ 如果我们能够令人信服地模仿大本钟的声音，捕捉公众的困惑，并创造有趣的、可分享的在线内容，以揭示实际上是塔可钟的塔可钟，我们可以让伦敦人在我们的玉米饼餐厅吃饭… 描述策略 (投票20%) 塔可钟的品牌是俏皮、厚颜无耻、好玩。 目标观众 (伦敦人) 很忙，不受日常发生的新餐厅开业…… 但他们有很大的幽默感。我们想要一些史诗般的东西来阻止他们的踪迹，让他们微笑。 塔可钟以他们典型的古怪的方式，创造了一个幽默和引人注意的特技，发挥了伦敦遗产的传统、地位和浮夸。 伦敦人不得不成为这条信息的关键接受者，实时体验特技，导致阴谋和悬念。 通过在线电影和有针对性的媒体外展 (赚取和付费) 放大了这一噱头，因此品牌特技经历了更多的人在贝尔网站本身。 一个完整的社交策略 (包括从Taco bell频道中删除铃铛标志) 意味着，除了生活之外，还可以通过多个接触点体验 “特技”。 描述执行 (投票的30%) 大本钟声的真实性对激活的成功至关重要。 我们招募了一位专业录音师的帮助，以重新制作塔可钟的叮当声，并模仿著名的威斯敏斯特编钟。 然后，我们创建了一个伪装的定向音频网络，以建立来自稀薄空气的声音的错觉。…… 并将这些扬声器隐藏在每个伦敦人忽视的…… 人力车上。 然后我们打起了游击式的铃铛，游击式的，看着惊喜和混乱接踵而至。 在伦敦，特技表演了一整天，钟声响起，每一小时。 暂停发布的特技揭示增加了激活的影响，并通过影响者和媒体的放大给了特技在全球范围内。 列出结果 (投票30%) 业务成果 • 在开业当天，在队列中有一个空白之前，工作人员不停地为玉米饼服务，工作人员在队列中有一个空白 (哈默史密斯分行) • 比英国平均销售额多70% (11月18日至1月19日) • 比英国平均水平多60% 笔交易 (11月18日-1月19日) • 在活动期间，Taco Bell英国网站上的独特用户增加60% • Taco Bell英国网站的网络会话增加71% 响应率 • 与前一周相比，Taco Bell在线搜索增加84%。 • Taco Bell英国Instagram粉丝 (主要社交平台) 增加40.7% 媒体印象 • 160件赢得英国媒体报道 (广播和文章) • 超过12亿赢得媒体印象 • 从62个不同的社会收入覆盖中获得的总覆盖率达到3870万 • 500,000 + 从40个独立的有影响力的社会职位 · 30多名媒体人出席发布会
大钟
案例简介：Why is this work relevant for Brand Experience & Activation? For Taco Bell, few things are as distinctive for the brand as their iconic Taco Bell Chime. When Big Ben was down for repair, we decided to resurrect the world-famous bell using the Taco Bell chime - while reminding the world about the quirky kind of humour that is so representative for the brand. It took a sound designer, a stealth directed speaker system to bring the experiential brand activation to life. But it was worth it. Background Situation: Taco Bell had arrived in the UK but had not yet opened an outlet in London. Brief: Drive the mass awareness and buzz for Taco Bell's first London restaurant openings, in a way that felt relevant to Taco Bell but also to the everyday Londoner. Challenge: In food obsessed London, most people wouldn’t notice the arrival of another American food chain. Creating hype around the opening in a city where restaurants open every day was going to be a challenge. Not to mention the fact the Londoners are proudly territorial – it was going to take a charming and cheeky way-in to break through those stiff upper-lipped barriers! Objectives: • Create a launch moment to inspire intrigue and spark conversation (whilst epitomising Taco Bell's renowned sense of humour) • Secure positive media attention around the new restaurants and brand • Positively impact footfall for restaurants opening across the capital Describe the creative idea (20% of vote) Big Ben – probably London’s most iconic landmark – was down for repairs. For four years, London would be missing the classic hourly chimes (known as The Westminster Quarters) which offer a soundtrack to the city. What a fantastic time for the world’s other great bell – Taco Bell – to make their first appearance in the capital. What if we could make Londoners believe – just for a moment – that their beloved Bell had sprung back to life?... If we could convincingly mimic the sound of Big Ben, capture the public’s bewilderment and create playful, sharable online content to reveal that is was in fact Taco Bell who had offered up their bell, we could have Londoners eating out of our, well, taco restaurants… Describe the strategy (20% of vote) Taco Bell’s brand is playful, cheeky and fun. The target audience (Londoners) are busy and immune to new restaurant openings which happen daily...but they have a great sense of humour. We wanted something epic to stop them in their tracks and get them smiling. In their typical quirky manner, Taco Bell created a humorous and attention-earning stunt which played on the tradition, stature and pomposity of London's heritage. Londoners had to be the key recipients of the message, experiencing the stunt in real time, leading to intrigue and suspense. The stunt was amplified via online film and targeted media outreach (earned and paid), so that the brand stunt was experienced by many more people those at the bell site itself. A full social strategy (including removing the bell logo from Taco Bell channels) meant that the ‘stunt’ was experienced via multiple touchpoints, in addition to live. Describe the execution (30% of vote) Authenticity of the Big Ben bell sound was paramount to the activation’s success. We enlisted the help of a professional sound engineer, to remaster Taco Bell’s jingle and imitate the famous Westminster chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air.…and hid those speakers in something every Londoner ignores…rickshaws. Then we played the bells, guerrilla-style, to passers-by and watched the surprise and confusion ensue. The stunt ran for an entire day in London, with the bells chiming every hour, on the hour. Embargoed releases of the stunt reveal increased the activation’s impact, and amplification via influencers and media gave the stunt global reach. List the results (30% of vote) Business Outcomes • Staff serving tacos non-stop for EIGHT HOURS on opening day, before there was a single gap in the queue (Hammersmith branch) • 70% more sales than UK average (Nov 18-Jan19) • 60% more transactions than UK average (Nov 18-Jan19) • 60% increase in unique users on the Taco Bell UK website over the campaign period • 71% increase in web sessions on the Taco Bell UK website Response Rate • 84% increase in online searches for Taco Bell, as compared with the previous week. • 40.7% increase in Taco Bell UK Instagram followers (main social platform) Media Impressions • 160 pieces earned UK media coverage (broadcast & articles) • Over 1.2 billion earned media impressions • 38.7M total reach from 62 distinct pieces of earned social coverage • 500,000+ reach from 40 separate influencer social posts • 30+ media persons in attendance at launch
Big Bell
案例简介：为什么这项工作与品牌体验和激活相关？ 对于Taco Bell来说，几乎没有什么东西像他们标志性的Taco Bell Chime一样与众不同。当大本钟被修理时，我们决定用塔可钟钟声复活这个举世闻名的钟声 -- 同时提醒世人对这个品牌如此具有代表性的古怪幽默。它花了一个声音设计师，一个隐身的定向扬声器系统，将体验式品牌激活的生活。但这是值得的。 背景 情况: 塔可钟已经抵达英国，但尚未在伦敦开设门店。 简介: 以一种与塔可钟 (Taco Bell) 伦敦餐厅开业的大众意识和热议，以一种感觉与塔可钟 (Taco Bell) 相似的方式，也与伦敦人的日常生活息息相关。 挑战: 在食品痴迷的伦敦，大多数人不会注意到另一个美国食物链的到来。在一个餐馆每天营业的城市里，围绕开业进行炒作将是一个挑战。更不用说伦敦人自豪地领域性的事实 -- 它将采取一种迷人而厚颜无耻的方式 -- 来突破那些僵硬的上唇线障碍! 目标: • 创造一个启动时刻，激发阴谋和引发对话 (同时体现塔可钟著名的幽默感) • 确保媒体对新餐厅和品牌的积极关注 • 积极影响首都各地餐厅开业的客流量 描述创造性的想法 (投票20%) 大本钟-可能是伦敦最具标志性的地标-被停机维修。四年里，伦敦将缺少为这座城市提供配乐的经典钟声 (称为威斯敏斯特四分之一)。对于世界上另一个伟大的钟 -- 塔可钟 -- 首次在首都亮相是多么美妙的时刻。 如果我们能让伦敦人相信 -- 仅仅片刻 -- 他们心爱的贝尔突然复活了呢？ 如果我们能够令人信服地模仿大本钟的声音，捕捉公众的困惑，并创造有趣的、可分享的在线内容，以揭示实际上是塔可钟的塔可钟，我们可以让伦敦人在我们的玉米饼餐厅吃饭… 描述策略 (投票20%) 塔可钟的品牌是俏皮、厚颜无耻、好玩。 目标观众 (伦敦人) 很忙，不受日常发生的新餐厅开业…… 但他们有很大的幽默感。我们想要一些史诗般的东西来阻止他们的踪迹，让他们微笑。 塔可钟以他们典型的古怪的方式，创造了一个幽默和引人注意的特技，发挥了伦敦遗产的传统、地位和浮夸。 伦敦人不得不成为这条信息的关键接受者，实时体验特技，导致阴谋和悬念。 通过在线电影和有针对性的媒体外展 (赚取和付费) 放大了这一噱头，因此品牌特技经历了更多的人在贝尔网站本身。 一个完整的社交策略 (包括从Taco bell频道中删除铃铛标志) 意味着，除了生活之外，还可以通过多个接触点体验 “特技”。 描述执行 (投票的30%) 大本钟声的真实性对激活的成功至关重要。 我们招募了一位专业录音师的帮助，以重新制作塔可钟的叮当声，并模仿著名的威斯敏斯特编钟。 然后，我们创建了一个伪装的定向音频网络，以建立来自稀薄空气的声音的错觉。…… 并将这些扬声器隐藏在每个伦敦人忽视的…… 人力车上。 然后我们打起了游击式的铃铛，游击式的，看着惊喜和混乱接踵而至。 在伦敦，特技表演了一整天，钟声响起，每一小时。 暂停发布的特技揭示增加了激活的影响，并通过影响者和媒体的放大给了特技在全球范围内。 列出结果 (投票30%) 业务成果 • 在开业当天，在队列中有一个空白之前，工作人员不停地为玉米饼服务，工作人员在队列中有一个空白 (哈默史密斯分行) • 比英国平均销售额多70% (11月18日至1月19日) • 比英国平均水平多60% 笔交易 (11月18日-1月19日) • 在活动期间，Taco Bell英国网站上的独特用户增加60% • Taco Bell英国网站的网络会话增加71% 响应率 • 与前一周相比，Taco Bell在线搜索增加84%。 • Taco Bell英国Instagram粉丝 (主要社交平台) 增加40.7% 媒体印象 • 160件赢得英国媒体报道 (广播和文章) • 超过12亿赢得媒体印象 • 从62个不同的社会收入覆盖中获得的总覆盖率达到3870万 • 500,000 + 从40个独立的有影响力的社会职位 · 30多名媒体人出席发布会
Big Bell
案例简介：Why is this work relevant for Brand Experience & Activation? For Taco Bell, few things are as distinctive for the brand as their iconic Taco Bell Chime. When Big Ben was down for repair, we decided to resurrect the world-famous bell using the Taco Bell chime - while reminding the world about the quirky kind of humour that is so representative for the brand. It took a sound designer, a stealth directed speaker system to bring the experiential brand activation to life. But it was worth it. Background Situation: Taco Bell had arrived in the UK but had not yet opened an outlet in London. Brief: Drive the mass awareness and buzz for Taco Bell's first London restaurant openings, in a way that felt relevant to Taco Bell but also to the everyday Londoner. Challenge: In food obsessed London, most people wouldn’t notice the arrival of another American food chain. Creating hype around the opening in a city where restaurants open every day was going to be a challenge. Not to mention the fact the Londoners are proudly territorial – it was going to take a charming and cheeky way-in to break through those stiff upper-lipped barriers! Objectives: • Create a launch moment to inspire intrigue and spark conversation (whilst epitomising Taco Bell's renowned sense of humour) • Secure positive media attention around the new restaurants and brand • Positively impact footfall for restaurants opening across the capital Describe the creative idea (20% of vote) Big Ben – probably London’s most iconic landmark – was down for repairs. For four years, London would be missing the classic hourly chimes (known as The Westminster Quarters) which offer a soundtrack to the city. What a fantastic time for the world’s other great bell – Taco Bell – to make their first appearance in the capital. What if we could make Londoners believe – just for a moment – that their beloved Bell had sprung back to life?... If we could convincingly mimic the sound of Big Ben, capture the public’s bewilderment and create playful, sharable online content to reveal that is was in fact Taco Bell who had offered up their bell, we could have Londoners eating out of our, well, taco restaurants… Describe the strategy (20% of vote) Taco Bell’s brand is playful, cheeky and fun. The target audience (Londoners) are busy and immune to new restaurant openings which happen daily...but they have a great sense of humour. We wanted something epic to stop them in their tracks and get them smiling. In their typical quirky manner, Taco Bell created a humorous and attention-earning stunt which played on the tradition, stature and pomposity of London's heritage. Londoners had to be the key recipients of the message, experiencing the stunt in real time, leading to intrigue and suspense. The stunt was amplified via online film and targeted media outreach (earned and paid), so that the brand stunt was experienced by many more people those at the bell site itself. A full social strategy (including removing the bell logo from Taco Bell channels) meant that the ‘stunt’ was experienced via multiple touchpoints, in addition to live. Describe the execution (30% of vote) Authenticity of the Big Ben bell sound was paramount to the activation’s success. We enlisted the help of a professional sound engineer, to remaster Taco Bell’s jingle and imitate the famous Westminster chimes. Then, we created a camouflaged directed audio network, to build the illusion of the sound coming from thin air.…and hid those speakers in something every Londoner ignores…rickshaws. Then we played the bells, guerrilla-style, to passers-by and watched the surprise and confusion ensue. The stunt ran for an entire day in London, with the bells chiming every hour, on the hour. Embargoed releases of the stunt reveal increased the activation’s impact, and amplification via influencers and media gave the stunt global reach. List the results (30% of vote) Business Outcomes • Staff serving tacos non-stop for EIGHT HOURS on opening day, before there was a single gap in the queue (Hammersmith branch) • 70% more sales than UK average (Nov 18-Jan19) • 60% more transactions than UK average (Nov 18-Jan19) • 60% increase in unique users on the Taco Bell UK website over the campaign period • 71% increase in web sessions on the Taco Bell UK website Response Rate • 84% increase in online searches for Taco Bell, as compared with the previous week. • 40.7% increase in Taco Bell UK Instagram followers (main social platform) Media Impressions • 160 pieces earned UK media coverage (broadcast & articles) • Over 1.2 billion earned media impressions • 38.7M total reach from 62 distinct pieces of earned social coverage • 500,000+ reach from 40 separate influencer social posts • 30+ media persons in attendance at launch
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Big Bell
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