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刺猬 (法语)
案例简介：一只刺猬独自出现在屏幕上。它发现了两个研磨海绵。它继续在纹理的侧面划伤它的腹部，对它的擦洗能力不感兴趣。然后它移动到 Spontex 研磨海绵上，抓伤它的腹部，然后快乐地拥抱它。刺猬在海绵上打滚，浪漫的 20世纪50年代美国音乐在背景中播放。 上下文 上下文 Spontex 是专门用于干燥的海绵市场的领导者，Scotch Brite 在冲刷领域的市场份额分别为 32,9% 和 33,1% (1999年初)。在这个 1998年增长达到 + 54% 的充满活力的市场上，Spontex 于 1999年推出了 Swing，这是一款具有强大刮擦能力的装饰海绵。 目标 通过打破与柔软干燥相关的图像，将品牌 Spontex 作为洗涤的参考点。 就市场份额而言，确定了 Sontex 的领导地位。 哲学/解决方案 战略 一部电视电影依靠的是一种原始的比较机制: 在海绵品牌 X 和秋千前的刺猬，爱上了它在歌手音乐中拥抱的秋千。签名: “Spontex 的新秋千，最美的去淘”。这部电影比被广泛利用的广告采取一种出格的语气的良好展示更进一步。在五个月内，在两个电视浪潮中发射，每个一个月。 结果 每一波卖出的包装数量翻了一番。在一年内，Spontex 已经成为搜索海绵市场的领导者，拥有 31,7% 的市场份额，而 300 万美元的市场份额为 29,9%。经过测试，该活动已经获得了上述标准的影响和协议分数: -确认: 73% vs 53% -总得分: 51% 比 31% -具体分数: 36% vs 10% -协议: 93% 对 71% 竞争差异化: 68% vs 48%
刺猬 (法语)
案例简介：A hedgehog appears alone on screen. It finds two abrasive sponges. It proceeds to scratch its belly across the textured side briefly, unimpressed by its scrubbing abilities. It then moves on to the Spontex abrasive sponge, scratches its belly, then happily embraces it. The hedgehog rolls around with the sponge while romantic 1950's American music plays in the background. Context Context Leader on the market on sponges dedicated to drying, Spontex is neck and neck with Scotch Brite in the field of scouring (respectively 32,9% and 33,1% of the market share at the beginning of 1999). On this dynamic market which growth reached +5,4% in 1998, Spontex launched Swing in 1999, a decorated scouring sponge with a strong scratching power. Goal Establish the brand Spontex as the point of reference in scouring by breaking its image linked to soft drying. Definitively set the leadership of Sontex in terms of market share. Philosophy/Solution Strategy A TV film counts on an original comparative mechanics : a hedgehog in front of a sponge brand X and a Swing, falls in love with the Swing which it embraces on a crooner music. Signature : " New Swing by Spontex, the most beautiful to go scouring". The film goes further than the good demonstration widely exploitedby advertisement to adopt a tone out of line. Launching in two TV waves of one month each, within five months. Results The number of packs Swing sold doubled after each wave. In one year Spontex has become the leader on the market of scouring sponges with 31,7% maket shares against 29,9% for 3M. Post-tested, the campaign has obtained impact and agreement scores above standards: -Acknowledgement : 73% vs 53% -Gross score : 51% vs 31% -Specific score : 36% vs 10% -Agreement : 93% vs 71% -Competition differentiation : 68% vs 48%
The Hedgehog (French)
案例简介：一只刺猬独自出现在屏幕上。它发现了两个研磨海绵。它继续在纹理的侧面划伤它的腹部，对它的擦洗能力不感兴趣。然后它移动到 Spontex 研磨海绵上，抓伤它的腹部，然后快乐地拥抱它。刺猬在海绵上打滚，浪漫的 20世纪50年代美国音乐在背景中播放。 上下文 上下文 Spontex 是专门用于干燥的海绵市场的领导者，Scotch Brite 在冲刷领域的市场份额分别为 32,9% 和 33,1% (1999年初)。在这个 1998年增长达到 + 54% 的充满活力的市场上，Spontex 于 1999年推出了 Swing，这是一款具有强大刮擦能力的装饰海绵。 目标 通过打破与柔软干燥相关的图像，将品牌 Spontex 作为洗涤的参考点。 就市场份额而言，确定了 Sontex 的领导地位。 哲学/解决方案 战略 一部电视电影依靠的是一种原始的比较机制: 在海绵品牌 X 和秋千前的刺猬，爱上了它在歌手音乐中拥抱的秋千。签名: “Spontex 的新秋千，最美的去淘”。这部电影比被广泛利用的广告采取一种出格的语气的良好展示更进一步。在五个月内，在两个电视浪潮中发射，每个一个月。 结果 每一波卖出的包装数量翻了一番。在一年内，Spontex 已经成为搜索海绵市场的领导者，拥有 31,7% 的市场份额，而 300 万美元的市场份额为 29,9%。经过测试，该活动已经获得了上述标准的影响和协议分数: -确认: 73% vs 53% -总得分: 51% 比 31% -具体分数: 36% vs 10% -协议: 93% 对 71% 竞争差异化: 68% vs 48%
The Hedgehog (French)
案例简介：A hedgehog appears alone on screen. It finds two abrasive sponges. It proceeds to scratch its belly across the textured side briefly, unimpressed by its scrubbing abilities. It then moves on to the Spontex abrasive sponge, scratches its belly, then happily embraces it. The hedgehog rolls around with the sponge while romantic 1950's American music plays in the background. Context Context Leader on the market on sponges dedicated to drying, Spontex is neck and neck with Scotch Brite in the field of scouring (respectively 32,9% and 33,1% of the market share at the beginning of 1999). On this dynamic market which growth reached +5,4% in 1998, Spontex launched Swing in 1999, a decorated scouring sponge with a strong scratching power. Goal Establish the brand Spontex as the point of reference in scouring by breaking its image linked to soft drying. Definitively set the leadership of Sontex in terms of market share. Philosophy/Solution Strategy A TV film counts on an original comparative mechanics : a hedgehog in front of a sponge brand X and a Swing, falls in love with the Swing which it embraces on a crooner music. Signature : " New Swing by Spontex, the most beautiful to go scouring". The film goes further than the good demonstration widely exploitedby advertisement to adopt a tone out of line. Launching in two TV waves of one month each, within five months. Results The number of packs Swing sold doubled after each wave. In one year Spontex has become the leader on the market of scouring sponges with 31,7% maket shares against 29,9% for 3M. Post-tested, the campaign has obtained impact and agreement scores above standards: -Acknowledgement : 73% vs 53% -Gross score : 51% vs 31% -Specific score : 36% vs 10% -Agreement : 93% vs 71% -Competition differentiation : 68% vs 48%
刺猬 (法语)
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The Hedgehog (French)
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基本信息
- 广告战役： #Spontex-影视-3772#
- 广告品牌： Spontex
- 发布日期： 1999-01-01
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 法语
- 媒介平台： 网络
- 获得奖项：
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Spontex. You'll never get a better scratch.
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