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成为教练
案例简介：描述客户的简报 南非最大的啤酒品牌 Carling Black Label 希望利用他们即将参与的足球活动，并以此作为吸引新消费者的一种方式。简报要求一个引人入胜的非常规解决方案，而不是执行一个通用的体育赞助包。我们想奖励南非男性选择卡林黑色标签，并让他们参与品牌。 创意执行 联赛黑色标签杯是世界第一。联赛黑标签给了球迷们一个机会，最终实现他们成为球队教练的梦想，并做出所有重大决定。我们认为这是一种独特的方式来奖励新顾客，因为他们选择了南非唯一认可男性成就的啤酒: Carling Black Label。 描述简短/目标的创造性解决方案。 我们在奥兰多海盗和南非最大的足球俱乐部凯泽酋长之间创建了联赛杯。足球迷可以用他们的手机投票给将在联赛杯黑色标签杯比赛中上场的球员。他们也可以在比赛当天进行现场替换，成为教练。球迷们需要在联赛黑色标签和手机的帽子下使用独特的代码来投票给他们最喜欢的球员。 尽可能详细地描述结果。 我们在 7 周内收到了 10.5 张选票。78% 的粉丝不止一次参与了这场运动。82% 的选票来自卡林黑色标签的新目标观众。超过 80,000 名球迷在约翰内斯堡的世界杯体育场现场观看了联赛杯黑色标签，还有数百万人在电视上观看。卡林黑色标签看到了强劲的增长在下降的啤酒市场。该活动为该品牌创造了 12.2 美元的公关收入。
成为教练
案例简介：Describe the brief from the client Carling Black Label, South Africa's biggest beer brand, wanted to leverage their upcoming involvement in soccer and use it as a way to attract new consumers. The brief asked for an engaging and unconventional solution instead of executing a generic sports sponsorship package. We wanted to reward South African men for choosing Carling Black Label and engage them in the brand. Creative Execution The Carling Black Label Cup was a world first. Carling Black Label gave soccer fans the chance to finally fulfil their dream of being the coach of their team and making all the big decisions. We saw this as a unique way to reward new customers for choosing the only beer in South Africa that recognises the achievements of men: Carling Black Label. Describe the creative solution to the brief/objective. We created the Carling Black Label Cup between Orlando Pirates and Kaizer Chiefs - South Africa's biggest soccer clubs. Soccer fans could use their mobile phones to vote for the players that would take to the field in the Carling Black Label Cup. They could also Be the Coach by making a live substitution on the day of the game. Fans needed the unique code under the cap of a Carling Black Label and a mobile phone to vote for their favourite players. Describe the results in as much detail as possible. We received 10.5m votes in 7 weeks. 78% of the fans engaged with the campaign more than once. 82% of the votes came from a new target audience for Carling Black Label. Over 80,000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on TV. Carling Black Label saw strong growth in a declining beer market. The campaign generated over $12.2m of PR for the brand.
BE THE COACH
案例简介：描述客户的简报 南非最大的啤酒品牌 Carling Black Label 希望利用他们即将参与的足球活动，并以此作为吸引新消费者的一种方式。简报要求一个引人入胜的非常规解决方案，而不是执行一个通用的体育赞助包。我们想奖励南非男性选择卡林黑色标签，并让他们参与品牌。 创意执行 联赛黑色标签杯是世界第一。联赛黑标签给了球迷们一个机会，最终实现他们成为球队教练的梦想，并做出所有重大决定。我们认为这是一种独特的方式来奖励新顾客，因为他们选择了南非唯一认可男性成就的啤酒: Carling Black Label。 描述简短/目标的创造性解决方案。 我们在奥兰多海盗和南非最大的足球俱乐部凯泽酋长之间创建了联赛杯。足球迷可以用他们的手机投票给将在联赛杯黑色标签杯比赛中上场的球员。他们也可以在比赛当天进行现场替换，成为教练。球迷们需要在联赛黑色标签和手机的帽子下使用独特的代码来投票给他们最喜欢的球员。 尽可能详细地描述结果。 我们在 7 周内收到了 10.5 张选票。78% 的粉丝不止一次参与了这场运动。82% 的选票来自卡林黑色标签的新目标观众。超过 80,000 名球迷在约翰内斯堡的世界杯体育场现场观看了联赛杯黑色标签，还有数百万人在电视上观看。卡林黑色标签看到了强劲的增长在下降的啤酒市场。该活动为该品牌创造了 12.2 美元的公关收入。
BE THE COACH
案例简介：Describe the brief from the client Carling Black Label, South Africa's biggest beer brand, wanted to leverage their upcoming involvement in soccer and use it as a way to attract new consumers. The brief asked for an engaging and unconventional solution instead of executing a generic sports sponsorship package. We wanted to reward South African men for choosing Carling Black Label and engage them in the brand. Creative Execution The Carling Black Label Cup was a world first. Carling Black Label gave soccer fans the chance to finally fulfil their dream of being the coach of their team and making all the big decisions. We saw this as a unique way to reward new customers for choosing the only beer in South Africa that recognises the achievements of men: Carling Black Label. Describe the creative solution to the brief/objective. We created the Carling Black Label Cup between Orlando Pirates and Kaizer Chiefs - South Africa's biggest soccer clubs. Soccer fans could use their mobile phones to vote for the players that would take to the field in the Carling Black Label Cup. They could also Be the Coach by making a live substitution on the day of the game. Fans needed the unique code under the cap of a Carling Black Label and a mobile phone to vote for their favourite players. Describe the results in as much detail as possible. We received 10.5m votes in 7 weeks. 78% of the fans engaged with the campaign more than once. 82% of the votes came from a new target audience for Carling Black Label. Over 80,000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on TV. Carling Black Label saw strong growth in a declining beer market. The campaign generated over $12.2m of PR for the brand.
成为教练
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BE THE COACH
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基本信息
- 广告战役： #Carling Beer-DM-6843#
- 广告品牌： Carling Beer
- 发布日期： 2000
- 行业领域： 烟酒/送礼 , 饮食/特产
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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