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粉碎
案例简介：描述客户的简报: 使 K 的日本，一个小吉他公司作为一个酷摇滚吉他品牌而闻名。他们没有名字的价值，人们对摇滚没有像黄金时代那样的热情，因为其他音乐如嘻哈变得同样受欢迎。K 的日本需要将消费者扩大到那些不是核心摇滚粉丝的人。 创意执行: 我们没有制作普通的广告，而是开发了一种极端的产品来激励人们，并让他们与 K 的日本接触。我们做了一把生来就要被摧毁的吉他，粉碎!SMASH 的结构、功能、回收系统和价格都将被破坏，不用说它可以像普通吉他一样演奏。这是岩石精神的提取，“毁灭创造!”-摧毁刚性系统创造一个新世界。有了这种精神，我们的目标不仅是吸引摇滚爱好者，而且是想突破经济衰退压力的人。然后，我们用病毒电影、传单、海报、启动活动和体验活动做广告。电视、网站、杂志和广播把粉碎作为令人兴奋的新闻，创造了免费的宣传。 描述简短/目标的创造性解决方案。 我们开发了一个极端的吉他有以下 4 个原因: 原因 1 因为我们的推广是一种真正的产品, SMASH 直接将 K 的日本摇滚精神 “毁灭创造” 作为一种直接的演奏和粉碎体验。原因 2 粉碎所体现的摇滚精神 “毁灭创造”，不仅吸引了摇滚粉丝，也吸引了厌倦衰退的人。原因 3 我们让人和媒体不使用媒体费用就来找我们。原因 4 因为 SMASH 是一种表演工具，当人们在媒体和 liveshows 播放 SMASH 时，这些表演自动扩大了 K 的日本广告。 尽可能详细地描述结果。 与 2010年3月相比，K 在日本的 2009年3月销售额增长了 400%。价值 300万美元的免费宣传，没有媒体费用。K 的日本成为日本最大的搜索引擎之一 goo 的第一搜索词。亚马逊新仪器类别销量排名第一。日本最大的社交网站 mixi 的头号话题比奥运会和 ipad 更受关注。在 MONO 的 “我想要的东西排名” 中排名第一，MONO 是发行最多的购物杂志。马蒂 · 弗里德曼，前 MEGADETH 评论说 SMASH 是一个理想的摇滚吉他。SMASH 网站的跳出率达到 1.5%。MTV 在我们的活动上做了一个为期一周的节目。媒体以各种方式使用 SMASH，这扩大了 SMASH 的认知度。例如，用于音乐视频、商业新闻主题、 iphone 应用程序主题以及职业摔跤比赛中的武器。 项目的基本描述: 我们的挑战是让 K 的日本作为一个酷摇滚吉他品牌而闻名。我们没有制作普通的广告，而是开发了一种极端的产品来激发人们的兴趣，并让他们与 K 的日本接触。一把生来就要被摧毁的吉他，粉碎!粉碎意味着在其结构、回收系统和价格上被破坏。它也可以作为普通吉他演奏。这是一种摇滚精神的提取，“毁灭创造!” 摧毁刚性系统创造一个新世界。有了这种精神，我们的目标不仅是吸引摇滚爱好者，而且是想突破经济衰退压力的人。
粉碎
案例简介：Describe the brief from the client: To make K’s JAPAN, a small guitar company famous as a cool rock guitar brand. They had no name value and people were not enthusiastic about rock like they used to be in the golden era because other music like hip-hop became just as popular. K’s JAPAN needed to expand its consumers to those who are not core rock fans. Creative Execution: Instead of creating a normal advertisement, we developed to sell an extreme product to excite people and engage them with K’s JAPAN. We made a guitar born-to-be-destroyed, SMASH!!! SMASH is meant to be destroyed in its structure, function, recycle system and price, needless to say it can be played as a normal guitar. It is an extraction of the rock spirit, “Destroy to Create!”-Destroy rigid systems to create a new world. With this spirit, we aimed to attract not only rock fans but also people wanting to breakthrough the stress of recession. Then, we advertised SMASH with viral movie, flyers, posters, launching event and experience event. TV, websites, magazines and radio picked up SMASH as exciting news, creating free publicity. Describe the creative solution to the brief/objective. We developed an extreme guitar for the following 4 reasons: Reason 1 Because our promotion was in form of a real product, SMASH directly delivered K’s JAPAN’s rock spirit “Destroy to Create” as a direct experience of playing and smashing. Reason 2 The rock spirit “Destroy to Create” embodied by SMASH, attracted not only rock fans but also people fed up with recession. Reason 3 We made people and media come to us without using media fee. Reason 4 Because SMASH was a performing tool, as people played SMASH in the media and liveshows, these performances automatically expanded K’s JAPAN’s advertisement. Describe the results in as much detail as possible. K’s JAPAN’s sales went up 400% in Mar. 2010 compared to Mar. 2009. $3 million worth of free publicity with 0 media fee. K’s JAPAN became no.1 search-word in one of Japan’s biggest search engine, goo. No.1 sales ranking at Amazon’s new instrument category. No.1 topic in Japan’s biggest SNS, mixi, more talked about than Olympics and ipad. No.1 in “Things I Want Ranking” in MONO, the most issued shopping magazine. Marty Friedman, ex MEGADETH commented on SMASH as an ideal rock guitar. Bounce rate of SMASH’s website hit 1.5%. MTV did a 1 week program on our event. Media used SMASH in various ways which expanded SMASH’s recognition. For example, used in a music video, topic on business news, subject for an iphone application and as a weapon in a pro-wrestling match. Basic description of the project: Our challenge was to make K’s JAPAN famous as a cool rock guitar brand. Instead of creating a normal advertisement, we developed an extreme product to excite people and engage them with K’s JAPAN. A guitar born-to-be-destroyed, SMASH! SMASH is meant to be destroyed in its structure, recycle system and price. It can be played as a normal guitar too. It’s an extraction of rock spirit, “Destroy-to-Create!” Destroy rigid systems to create a new world. With this spirit, we aimed to attract not only rock fans but people wanting to breakthrough stress of recession.
Smash
案例简介：描述客户的简报: 使 K 的日本，一个小吉他公司作为一个酷摇滚吉他品牌而闻名。他们没有名字的价值，人们对摇滚没有像黄金时代那样的热情，因为其他音乐如嘻哈变得同样受欢迎。K 的日本需要将消费者扩大到那些不是核心摇滚粉丝的人。 创意执行: 我们没有制作普通的广告，而是开发了一种极端的产品来激励人们，并让他们与 K 的日本接触。我们做了一把生来就要被摧毁的吉他，粉碎!SMASH 的结构、功能、回收系统和价格都将被破坏，不用说它可以像普通吉他一样演奏。这是岩石精神的提取，“毁灭创造!”-摧毁刚性系统创造一个新世界。有了这种精神，我们的目标不仅是吸引摇滚爱好者，而且是想突破经济衰退压力的人。然后，我们用病毒电影、传单、海报、启动活动和体验活动做广告。电视、网站、杂志和广播把粉碎作为令人兴奋的新闻，创造了免费的宣传。 描述简短/目标的创造性解决方案。 我们开发了一个极端的吉他有以下 4 个原因: 原因 1 因为我们的推广是一种真正的产品, SMASH 直接将 K 的日本摇滚精神 “毁灭创造” 作为一种直接的演奏和粉碎体验。原因 2 粉碎所体现的摇滚精神 “毁灭创造”，不仅吸引了摇滚粉丝，也吸引了厌倦衰退的人。原因 3 我们让人和媒体不使用媒体费用就来找我们。原因 4 因为 SMASH 是一种表演工具，当人们在媒体和 liveshows 播放 SMASH 时，这些表演自动扩大了 K 的日本广告。 尽可能详细地描述结果。 与 2010年3月相比，K 在日本的 2009年3月销售额增长了 400%。价值 300万美元的免费宣传，没有媒体费用。K 的日本成为日本最大的搜索引擎之一 goo 的第一搜索词。亚马逊新仪器类别销量排名第一。日本最大的社交网站 mixi 的头号话题比奥运会和 ipad 更受关注。在 MONO 的 “我想要的东西排名” 中排名第一，MONO 是发行最多的购物杂志。马蒂 · 弗里德曼，前 MEGADETH 评论说 SMASH 是一个理想的摇滚吉他。SMASH 网站的跳出率达到 1.5%。MTV 在我们的活动上做了一个为期一周的节目。媒体以各种方式使用 SMASH，这扩大了 SMASH 的认知度。例如，用于音乐视频、商业新闻主题、 iphone 应用程序主题以及职业摔跤比赛中的武器。 项目的基本描述: 我们的挑战是让 K 的日本作为一个酷摇滚吉他品牌而闻名。我们没有制作普通的广告，而是开发了一种极端的产品来激发人们的兴趣，并让他们与 K 的日本接触。一把生来就要被摧毁的吉他，粉碎!粉碎意味着在其结构、回收系统和价格上被破坏。它也可以作为普通吉他演奏。这是一种摇滚精神的提取，“毁灭创造!” 摧毁刚性系统创造一个新世界。有了这种精神，我们的目标不仅是吸引摇滚爱好者，而且是想突破经济衰退压力的人。
Smash
案例简介：Describe the brief from the client: To make K’s JAPAN, a small guitar company famous as a cool rock guitar brand. They had no name value and people were not enthusiastic about rock like they used to be in the golden era because other music like hip-hop became just as popular. K’s JAPAN needed to expand its consumers to those who are not core rock fans. Creative Execution: Instead of creating a normal advertisement, we developed to sell an extreme product to excite people and engage them with K’s JAPAN. We made a guitar born-to-be-destroyed, SMASH!!! SMASH is meant to be destroyed in its structure, function, recycle system and price, needless to say it can be played as a normal guitar. It is an extraction of the rock spirit, “Destroy to Create!”-Destroy rigid systems to create a new world. With this spirit, we aimed to attract not only rock fans but also people wanting to breakthrough the stress of recession. Then, we advertised SMASH with viral movie, flyers, posters, launching event and experience event. TV, websites, magazines and radio picked up SMASH as exciting news, creating free publicity. Describe the creative solution to the brief/objective. We developed an extreme guitar for the following 4 reasons: Reason 1 Because our promotion was in form of a real product, SMASH directly delivered K’s JAPAN’s rock spirit “Destroy to Create” as a direct experience of playing and smashing. Reason 2 The rock spirit “Destroy to Create” embodied by SMASH, attracted not only rock fans but also people fed up with recession. Reason 3 We made people and media come to us without using media fee. Reason 4 Because SMASH was a performing tool, as people played SMASH in the media and liveshows, these performances automatically expanded K’s JAPAN’s advertisement. Describe the results in as much detail as possible. K’s JAPAN’s sales went up 400% in Mar. 2010 compared to Mar. 2009. $3 million worth of free publicity with 0 media fee. K’s JAPAN became no.1 search-word in one of Japan’s biggest search engine, goo. No.1 sales ranking at Amazon’s new instrument category. No.1 topic in Japan’s biggest SNS, mixi, more talked about than Olympics and ipad. No.1 in “Things I Want Ranking” in MONO, the most issued shopping magazine. Marty Friedman, ex MEGADETH commented on SMASH as an ideal rock guitar. Bounce rate of SMASH’s website hit 1.5%. MTV did a 1 week program on our event. Media used SMASH in various ways which expanded SMASH’s recognition. For example, used in a music video, topic on business news, subject for an iphone application and as a weapon in a pro-wrestling match. Basic description of the project: Our challenge was to make K’s JAPAN famous as a cool rock guitar brand. Instead of creating a normal advertisement, we developed an extreme product to excite people and engage them with K’s JAPAN. A guitar born-to-be-destroyed, SMASH! SMASH is meant to be destroyed in its structure, recycle system and price. It can be played as a normal guitar too. It’s an extraction of rock spirit, “Destroy-to-Create!” Destroy rigid systems to create a new world. With this spirit, we aimed to attract not only rock fans but people wanting to breakthrough stress of recession.
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