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胡椒黑客
案例简介：活动描述 Dolmio 是意大利食品行业的市场领导者，在澳大利亚的 200万多个家庭中都可以找到。然而，最近，由于墨西哥等更令人兴奋的食品类别，意大利食品类别一直在下降。Dolmio 需要再次变得相关。我们委托进行了一项研究，揭示了技术劫持了家庭晚餐时间。作为一个认为晚餐时间应该让家人聚在一起的品牌，我们决定对此做些什么，并发明了 Dolmio®胡椒黑客。它看起来像一个普通的胡椒饼干，但有一个秘密的，独特的功能。一个转折不仅破坏 pepper，还暂时关闭电视电源，关闭 wi-fi 并禁用移动设备，为家庭提供一些高质量的无技术晚餐时间。我们把胡椒黑客给沮丧的妈妈们，她们帮助我们把相机藏在家里，以便在实验展开时捕捉到它。我们专门与澳大利亚影响最大的新闻节目之一 -- 该项目分享了我们的在线电影，该项目得到了我们的研究支持。随后推出了主流消费者、技术和行业公关活动。这部电影以病毒的形式推动了关于电影问题和观点的进一步对话。 客户简报或目标 作为一个认为晚餐时间应该让家庭聚在一起的品牌，Dolmio 想为今天现代家庭面临的一个主要问题做些什么 -- 技术劫持了家庭晚餐时间。Dolmio 进行的研究证实了我们的洞察力的相关性，并将我们的故事建立在当前的澳大利亚消费者数据上。KPI 的设定是 500,000 次观看这部电影。 有效性 该活动远远超过了该电影在线观看的 KPI 设定的 16,394% (KPI 设定为 500,000 次观看)。在短短 4 周内，我们获得了超过 30亿的媒体印象，超过 8200万的在线电影浏览量和 2720万美元的媒体收入。社交媒体评论显示，我们的观众受到启发，放弃这项技术，在晚餐时间重新联系。成千上万的评论、推特称赞了这场运动和以家庭为中心的信息，这部电影仅在 Facebook 上就获得了超过 125万的股份。 dolmio 正在被谈论，并在世界各地的家庭心中。我们在该项目、今日秀、英国和澳大利亚每日邮报、英国电讯报和其他 70 多份出版物上做了介绍。 执行 我们发起了一个软发布，在硬发布之前，我们使用 Trueview 预卷在 YouTube 上捕捉视图。然后，我们实施了联系媒体的播种计划，预览了我们的在线内容，以确保主流发布的独家报道。然后，我们的硬发布针对所有关键的消费媒体，我们通过贸易、生活方式和技术出版物扩大了这一覆盖面。虽然我们的重点是 YouTube，但世界各地的消费者表现出的自然对话和兴趣导致了我们在 Facebook 上有机地分享内容，并推动了我们的影响力。 相关性 Dolmio 委托研究澳大利亚对技术的依赖，结果令人震惊。技术劫持了家庭用餐时间。澳大利亚家庭平均拥有大约 12 个设备/小工具。69% 的澳大利亚家庭在餐桌上目睹了关于技术的争论，受访者认为电视和智能手机/平板电脑是餐桌上分心的主要来源 (55% 和 42%) 分别分)。超过一半的澳大利亚爸爸 (53%) 报告说，他们的孩子有时决定他们宁愿呆在电脑或电话上，也不愿吃饭。 战略 作为一个主流的意大利面食品牌，Dolmio 在 200万多个澳大利亚家庭中，主要由主要的杂货店买家购买，妈妈。虽然意大利面酱可能在他们的购物清单上,Dolmio 不是最重要的。我们需要一场运动来让 Dolmio 谈论澳大利亚妈妈和他们的家人。通过在我们的社会实验中使用真正的澳大利亚真正的妈妈，通过以我们的故事为目标的大众接触消费者媒体，我们的在线电影成为了澳大利亚和世界各地晚餐对话的话题。
胡椒黑客
案例简介：Campaign Description Dolmio are the market leader in the Italian food sector and can be found in over 2 million household across Australia. Recently however, the Italian Food category has been in decline due to more exciting food categories such as Mexican. Dolmio needed to become relevant again.We commissioned a research study revealing technology had hijacked family dinnertime.As a brand that believes dinnertime should bring families together, we decided to do something about it and invented The Dolmio® Pepper Hacker. It looks like a normal pepper cracker but has a secret, unique feature. One twist not only cracks pepper but also temporarily powers off TVs, shuts down Wi-Fi and disables mobile devices, providing families with some quality tech-free dinner time together. We gave Pepper Hackers to frustrated mums who helped us hide cameras in their homes to capture the experiment as it unfolded. We shared our online film exclusively with one of Australia’s highest reaching news shows – The Project, supported with our research study. A mainstream consumer, technology and industry PR campaign then rolled out. The film went viral driving further conversations about the issue and views of the film. Client Brief Or Objective As a brand that believes dinnertime should bring families together, Dolmio wanted to do something about a major problem facing modern families today – technology has hijacked family dinnertime. Research conducted by Dolmio confirmed the relevance of our insight and grounded our story in current Australian consumer data.KPI’s set were 500,000 views of the film. Effectiveness The campaign well exceeded the KPI’s set for online views of the film by a staggering 16,394% (KPI set at 500,000 views).In just 4 weeks we achieved over 3 billion earned media impressions, over 82 Million views of the online film and $27.2 million in earned media. Social media commentary showed our audience was inspired to ditch the tech and reconnect at dinnertime. Tens of thousands of comments, tweets praised the campaign and family-centric messaging and the film achieved over 1.25 million shares on Facebook alone.Dolmio was being talked about and in the minds of families all over the world. We featured on The Project, The Today Show, The UK and Australian Daily Mail, The UK Telegraph and over 70 other publications. Execution We initiated a soft launch using Trueview pre-rolls to capture views on YouTube before our hard launch. We then implemented our seeding plan contacting the media with a preview of our online content to secure exclusive coverage for mainstream launch. Our hard launch then targeted all key consumer media and we amplified this reach through trade, lifestyle and tech publications. Whilst our focus was YouTube the natural conversation and interest shown by consumers all over the world led to sharing of our content on Facebook organically and drove significant reach. Relevancy Dolmio commissioned research in to Australia’s dependence on technology and the results were alarming. Technology has hijacked the family meal time. The average Australian household owns approximately 12 devices/gadgets. Sixty-nine per cent of Aussie households have witnessed an argument over tech at the table and respondents cited TVs and smartphones/tablets as the top sources of distraction at the dinner table (55 per cent and 42 per cent respectively). Over half of Aussie Dads (53 per cent) reported that their kids have sometimes decided they would rather stay on their computer or phone than have dinner. Strategy As a mainstream Italian pasta brand, Dolmio is in over 2 million Australian homes and largely bought by main grocery buyers, mum.And whilst pasta sauce might be on their shopping list, Dolmio was not top of mind.We needed a campaign to get Dolmio talked about amongst Australian mums and their families.By using real Aussie real mums in our social experiment and by targeting mass reaching consumer media with our story our online film became a topic of dinnertime conversation around Australia and the world.
Pepper Hacker
案例简介：活动描述 Dolmio 是意大利食品行业的市场领导者，在澳大利亚的 200万多个家庭中都可以找到。然而，最近，由于墨西哥等更令人兴奋的食品类别，意大利食品类别一直在下降。Dolmio 需要再次变得相关。我们委托进行了一项研究，揭示了技术劫持了家庭晚餐时间。作为一个认为晚餐时间应该让家人聚在一起的品牌，我们决定对此做些什么，并发明了 Dolmio®胡椒黑客。它看起来像一个普通的胡椒饼干，但有一个秘密的，独特的功能。一个转折不仅破坏 pepper，还暂时关闭电视电源，关闭 wi-fi 并禁用移动设备，为家庭提供一些高质量的无技术晚餐时间。我们把胡椒黑客给沮丧的妈妈们，她们帮助我们把相机藏在家里，以便在实验展开时捕捉到它。我们专门与澳大利亚影响最大的新闻节目之一 -- 该项目分享了我们的在线电影，该项目得到了我们的研究支持。随后推出了主流消费者、技术和行业公关活动。这部电影以病毒的形式推动了关于电影问题和观点的进一步对话。 客户简报或目标 作为一个认为晚餐时间应该让家庭聚在一起的品牌，Dolmio 想为今天现代家庭面临的一个主要问题做些什么 -- 技术劫持了家庭晚餐时间。Dolmio 进行的研究证实了我们的洞察力的相关性，并将我们的故事建立在当前的澳大利亚消费者数据上。KPI 的设定是 500,000 次观看这部电影。 有效性 该活动远远超过了该电影在线观看的 KPI 设定的 16,394% (KPI 设定为 500,000 次观看)。在短短 4 周内，我们获得了超过 30亿的媒体印象，超过 8200万的在线电影浏览量和 2720万美元的媒体收入。社交媒体评论显示，我们的观众受到启发，放弃这项技术，在晚餐时间重新联系。成千上万的评论、推特称赞了这场运动和以家庭为中心的信息，这部电影仅在 Facebook 上就获得了超过 125万的股份。 dolmio 正在被谈论，并在世界各地的家庭心中。我们在该项目、今日秀、英国和澳大利亚每日邮报、英国电讯报和其他 70 多份出版物上做了介绍。 执行 我们发起了一个软发布，在硬发布之前，我们使用 Trueview 预卷在 YouTube 上捕捉视图。然后，我们实施了联系媒体的播种计划，预览了我们的在线内容，以确保主流发布的独家报道。然后，我们的硬发布针对所有关键的消费媒体，我们通过贸易、生活方式和技术出版物扩大了这一覆盖面。虽然我们的重点是 YouTube，但世界各地的消费者表现出的自然对话和兴趣导致了我们在 Facebook 上有机地分享内容，并推动了我们的影响力。 相关性 Dolmio 委托研究澳大利亚对技术的依赖，结果令人震惊。技术劫持了家庭用餐时间。澳大利亚家庭平均拥有大约 12 个设备/小工具。69% 的澳大利亚家庭在餐桌上目睹了关于技术的争论，受访者认为电视和智能手机/平板电脑是餐桌上分心的主要来源 (55% 和 42%) 分别分)。超过一半的澳大利亚爸爸 (53%) 报告说，他们的孩子有时决定他们宁愿呆在电脑或电话上，也不愿吃饭。 战略 作为一个主流的意大利面食品牌，Dolmio 在 200万多个澳大利亚家庭中，主要由主要的杂货店买家购买，妈妈。虽然意大利面酱可能在他们的购物清单上,Dolmio 不是最重要的。我们需要一场运动来让 Dolmio 谈论澳大利亚妈妈和他们的家人。通过在我们的社会实验中使用真正的澳大利亚真正的妈妈，通过以我们的故事为目标的大众接触消费者媒体，我们的在线电影成为了澳大利亚和世界各地晚餐对话的话题。
Pepper Hacker
案例简介：Campaign Description Dolmio are the market leader in the Italian food sector and can be found in over 2 million household across Australia. Recently however, the Italian Food category has been in decline due to more exciting food categories such as Mexican. Dolmio needed to become relevant again.We commissioned a research study revealing technology had hijacked family dinnertime.As a brand that believes dinnertime should bring families together, we decided to do something about it and invented The Dolmio® Pepper Hacker. It looks like a normal pepper cracker but has a secret, unique feature. One twist not only cracks pepper but also temporarily powers off TVs, shuts down Wi-Fi and disables mobile devices, providing families with some quality tech-free dinner time together. We gave Pepper Hackers to frustrated mums who helped us hide cameras in their homes to capture the experiment as it unfolded. We shared our online film exclusively with one of Australia’s highest reaching news shows – The Project, supported with our research study. A mainstream consumer, technology and industry PR campaign then rolled out. The film went viral driving further conversations about the issue and views of the film. Client Brief Or Objective As a brand that believes dinnertime should bring families together, Dolmio wanted to do something about a major problem facing modern families today – technology has hijacked family dinnertime. Research conducted by Dolmio confirmed the relevance of our insight and grounded our story in current Australian consumer data.KPI’s set were 500,000 views of the film. Effectiveness The campaign well exceeded the KPI’s set for online views of the film by a staggering 16,394% (KPI set at 500,000 views).In just 4 weeks we achieved over 3 billion earned media impressions, over 82 Million views of the online film and $27.2 million in earned media. Social media commentary showed our audience was inspired to ditch the tech and reconnect at dinnertime. Tens of thousands of comments, tweets praised the campaign and family-centric messaging and the film achieved over 1.25 million shares on Facebook alone.Dolmio was being talked about and in the minds of families all over the world. We featured on The Project, The Today Show, The UK and Australian Daily Mail, The UK Telegraph and over 70 other publications. Execution We initiated a soft launch using Trueview pre-rolls to capture views on YouTube before our hard launch. We then implemented our seeding plan contacting the media with a preview of our online content to secure exclusive coverage for mainstream launch. Our hard launch then targeted all key consumer media and we amplified this reach through trade, lifestyle and tech publications. Whilst our focus was YouTube the natural conversation and interest shown by consumers all over the world led to sharing of our content on Facebook organically and drove significant reach. Relevancy Dolmio commissioned research in to Australia’s dependence on technology and the results were alarming. Technology has hijacked the family meal time. The average Australian household owns approximately 12 devices/gadgets. Sixty-nine per cent of Aussie households have witnessed an argument over tech at the table and respondents cited TVs and smartphones/tablets as the top sources of distraction at the dinner table (55 per cent and 42 per cent respectively). Over half of Aussie Dads (53 per cent) reported that their kids have sometimes decided they would rather stay on their computer or phone than have dinner. Strategy As a mainstream Italian pasta brand, Dolmio is in over 2 million Australian homes and largely bought by main grocery buyers, mum.And whilst pasta sauce might be on their shopping list, Dolmio was not top of mind.We needed a campaign to get Dolmio talked about amongst Australian mums and their families.By using real Aussie real mums in our social experiment and by targeting mass reaching consumer media with our story our online film became a topic of dinnertime conversation around Australia and the world.
胡椒黑客
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Pepper Hacker
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