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Nbatm
案例简介：相关性 2016 年，NBA 全明星赛将在加拿大多伦多举行。蒙特利尔银行是这项活动的官方赞助商，我们通过将传统的自动取款机改造成 NBATM 来庆祝他们的赞助; 一个 10 英尺高的自动取款机为 NBA 最高的球员准备好了。 结果 NBATM 在全明星周期间劫持了国内和国际头条新闻。它在 CBC Canada 、 Buzzfeed 、 Fast Company 和 Fox Sports 等网站上亮相，并在社交网络频道上即时热播, 在头 24 小时内登上 Reddit 的头版。当这一切都说了又做了，一个单一的安装仅在 7 天内就赢得了 2800万多个印象。从长远来看，这比观看真正的全明星赛的人数多 3 倍。 执行 NBATM 是一个额外的高自动取款机为额外的高 NBA 球员。它身高 10英尺，和规定的篮球网一样高。它位于蒙特利尔银行旗舰位置前的一个交通繁忙的区域，在它对 NBA 友好的高度之外, 它与蒙特利尔银行传统的自动取款机相同。自动取款机上写着 “NBA 全明星即将到来” 的标题，它被放在 BMO 常规大小的自动取款机旁边。 活动描述 在 NBA 历史上，2016 届全明星赛第一次在美国以外的加拿大多伦多举行，多伦多是比赛本身的发源地。这座城市即将看到大量非常非常高的人涌入，BMO 希望让他们的住宿尽可能舒适。所以我们建造了 NBATM，一个 10 英尺高的自动取款机，与一个调节篮球网的高度相同。NBATM 被放置在一个位置便利的分支之外，为所有厌倦弓向银行的玩家准备好了。 概要 蒙特利尔银行 (BMO) 是加拿大 NBA 的官方银行。BMO 已经将自己定位为了解球的银行 -- 所以 nba全明星周末是展示我们篮球知识的绝佳机会。Nba全明星赛是一个为期一周的赛事，每年在不同的 NBA 城市举行。传统上，这项活动吸引了 30,000 多名游客来到这座城市，包括现任和前任 NBA 超级巨星的涌入。 战略 作为一家银行，BMO 可能无法超越赛事的体育营销人员 -- BMO 需要一种方法来突破 25-49 岁的人群。我们的研究重申了可信度将是我们成功的关键。我们知道体育迷会很快被解雇，所以我们需要说他们的语言，并表明我们是一家真正理解球的银行。
Nbatm
案例简介：Relevancy In 2016, the NBA All-Star game was coming to Toronto, Canada. The Bank of Montreal was an official sponsor of the event and we celebrated their sponsorship by transforming a traditional ATM, into an NBATM; a 10-foot-tall ATM ready made for the NBA’s tallest players. Outcome The NBATM was able to hijack national and international headlines during the All-Star week. It was featured on CBC Canada, Buzzfeed, Fast Company and Fox Sports, to name a few, and it was an instant hit on social web channels, making the front page of Reddit within its first 24 hours. When it was all said and done, one single installation earned over 28 million impressions in only 7 days. To put that in perspective, that’s 3X more than the number of people who viewed the actual All-Star Game. Execution The NBATM is an extra tall ATM made for extra tall NBA players. It stands at 10 feet tall, the same height as a regulation basketball net. It was located in a heavily trafficked area in front of the Bank of Montreal’s flagship location, and outside of it’s NBA-friendly height, it is identical to the Bank of Montreal’s traditional ATM. Written on the ATM was the headline “The NBA All-Stars are Coming” and it was placed beside BMO’s regular sized ATMs for scale. Campaign Description For the first time in NBA history, the 2016 All-Star game was being held outside of the US in Toronto, Canada - the birthplace of the game itself. The city was about to see an influx of very, very tall people and BMO wanted to make their stay as comfortable as possible. So we built the NBATM, a 10–foot tall ATM, that was the same height as a regulation basketball net. Placed outside a conveniently located branch, the NBATM was ready-made for all those players who were tired of hunching over to bank. Synopsis The Bank of Montreal (BMO) is the official bank of NBA Canada. BMO has positioned itself as the bank that knows ball – so the NBA All-Star weekend was the perfect opportunity to showcase our basketball knowledge. The NBA All-Star Game is a week long event that takes place at a different NBA city every year. Traditionally the event generates over 30,000 visitor to the city, including an influx of current and former NBA superstars. Strategy As a bank, BMO likely couldn’t out-sport the sports marketers at the event – BMO needed a way to break through to the 25-49 year old demographic. Our research reaffirmed that credibility would be key to our success. Knowing that sports fans can be quick to dismiss, we needed to speak their language and show that we are a bank that truly understands ball.
Nbatm
案例简介：相关性 2016 年，NBA 全明星赛将在加拿大多伦多举行。蒙特利尔银行是这项活动的官方赞助商，我们通过将传统的自动取款机改造成 NBATM 来庆祝他们的赞助; 一个 10 英尺高的自动取款机为 NBA 最高的球员准备好了。 结果 NBATM 在全明星周期间劫持了国内和国际头条新闻。它在 CBC Canada 、 Buzzfeed 、 Fast Company 和 Fox Sports 等网站上亮相，并在社交网络频道上即时热播, 在头 24 小时内登上 Reddit 的头版。当这一切都说了又做了，一个单一的安装仅在 7 天内就赢得了 2800万多个印象。从长远来看，这比观看真正的全明星赛的人数多 3 倍。 执行 NBATM 是一个额外的高自动取款机为额外的高 NBA 球员。它身高 10英尺，和规定的篮球网一样高。它位于蒙特利尔银行旗舰位置前的一个交通繁忙的区域，在它对 NBA 友好的高度之外, 它与蒙特利尔银行传统的自动取款机相同。自动取款机上写着 “NBA 全明星即将到来” 的标题，它被放在 BMO 常规大小的自动取款机旁边。 活动描述 在 NBA 历史上，2016 届全明星赛第一次在美国以外的加拿大多伦多举行，多伦多是比赛本身的发源地。这座城市即将看到大量非常非常高的人涌入，BMO 希望让他们的住宿尽可能舒适。所以我们建造了 NBATM，一个 10 英尺高的自动取款机，与一个调节篮球网的高度相同。NBATM 被放置在一个位置便利的分支之外，为所有厌倦弓向银行的玩家准备好了。 概要 蒙特利尔银行 (BMO) 是加拿大 NBA 的官方银行。BMO 已经将自己定位为了解球的银行 -- 所以 nba全明星周末是展示我们篮球知识的绝佳机会。Nba全明星赛是一个为期一周的赛事，每年在不同的 NBA 城市举行。传统上，这项活动吸引了 30,000 多名游客来到这座城市，包括现任和前任 NBA 超级巨星的涌入。 战略 作为一家银行，BMO 可能无法超越赛事的体育营销人员 -- BMO 需要一种方法来突破 25-49 岁的人群。我们的研究重申了可信度将是我们成功的关键。我们知道体育迷会很快被解雇，所以我们需要说他们的语言，并表明我们是一家真正理解球的银行。
Nbatm
案例简介：Relevancy In 2016, the NBA All-Star game was coming to Toronto, Canada. The Bank of Montreal was an official sponsor of the event and we celebrated their sponsorship by transforming a traditional ATM, into an NBATM; a 10-foot-tall ATM ready made for the NBA’s tallest players. Outcome The NBATM was able to hijack national and international headlines during the All-Star week. It was featured on CBC Canada, Buzzfeed, Fast Company and Fox Sports, to name a few, and it was an instant hit on social web channels, making the front page of Reddit within its first 24 hours. When it was all said and done, one single installation earned over 28 million impressions in only 7 days. To put that in perspective, that’s 3X more than the number of people who viewed the actual All-Star Game. Execution The NBATM is an extra tall ATM made for extra tall NBA players. It stands at 10 feet tall, the same height as a regulation basketball net. It was located in a heavily trafficked area in front of the Bank of Montreal’s flagship location, and outside of it’s NBA-friendly height, it is identical to the Bank of Montreal’s traditional ATM. Written on the ATM was the headline “The NBA All-Stars are Coming” and it was placed beside BMO’s regular sized ATMs for scale. Campaign Description For the first time in NBA history, the 2016 All-Star game was being held outside of the US in Toronto, Canada - the birthplace of the game itself. The city was about to see an influx of very, very tall people and BMO wanted to make their stay as comfortable as possible. So we built the NBATM, a 10–foot tall ATM, that was the same height as a regulation basketball net. Placed outside a conveniently located branch, the NBATM was ready-made for all those players who were tired of hunching over to bank. Synopsis The Bank of Montreal (BMO) is the official bank of NBA Canada. BMO has positioned itself as the bank that knows ball – so the NBA All-Star weekend was the perfect opportunity to showcase our basketball knowledge. The NBA All-Star Game is a week long event that takes place at a different NBA city every year. Traditionally the event generates over 30,000 visitor to the city, including an influx of current and former NBA superstars. Strategy As a bank, BMO likely couldn’t out-sport the sports marketers at the event – BMO needed a way to break through to the 25-49 year old demographic. Our research reaffirmed that credibility would be key to our success. Knowing that sports fans can be quick to dismiss, we needed to speak their language and show that we are a bank that truly understands ball.
Nbatm
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