The Freshest Orange Juice Brand|短视频|广告营销案例【ADGuider广告指南】

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最新鲜的橙汁品牌

案例简介：观众 Intermarché 正在城市逐步建立 “快递” 商店 (2015年有 50 家商店，2018年有 200 家商店)。但是这些小型和城市商店的目标不知道品牌，我们必须向他们证明 Intermarché Express 有符合他们消费习惯的好、新鲜和高质量的产品。这就是为什么 “最新鲜的橙汁品牌” 活动以这些城市消费者为目标: <35 岁，单身，年轻父母，一个移动消费的目标，总是在旅途中, 一个总是寻找健康新鲜食物的目标。客户简报或目标这项运动是由法国第3 零售商 Intermarché 开发的，目的是征服一个特定的目标 (城市目标，见下文)，该目标需要对 Intermarché 商品的新鲜度的切实证明。这就是为什么我们直接在商店里推出了这项活动，推出了符合他们移动消费习惯的象征性产品 (不含添加剂的鲜榨橙汁) 通过商店动画来推动他们发现我们产品的新鲜度。执行橙汁消费的竞争非常激烈，每个品牌都声称自己的果汁是最好的。但是有一点是肯定的: 没有橙汁比鲜榨的更好更健康。还有什么能证明新鲜橙汁的新鲜度比果汁的精确时刻更好呢？这就是为什么 Intermarché 创造了有史以来最新鲜的橙汁品牌。一个品牌的名字本身就是其新鲜度的证明。果汁品牌，其名称是果汁制造的确切时间。4月，这项运动在 Issy-les-Moulineaux (巴黎) intermarche express 新店实施了三天。该品牌在商店里有自己的过道，瓶子上有特定的包装，销售点广告，传单，海报，本地化的媒体和户外以及数字电影。活动的所有内容都同时启动。结果结果非常出色。“最新鲜的橙汁品牌” 在商店里立即获得成功。如此之多，以至于在竞选的头三天，我们的橙子供应不足。我们的鲜橙汁销售额每店乘以 4600%，全球店内流量总体增长 25%。媒体喜欢这个想法的新鲜度: 在发布的第一天就产生了 5000万个媒体印象，# LeJusLePlusFrais (# TheFreshestJuiceEver) 已经在网上迅速传播。作为 “不光彩的水果和蔬菜”，这一成功导致了我们所有商店的运营部署。概要世界上每天销售 5.5亿升 (一半在欧洲)。消费者特别喜欢新鲜的果汁。问题是，intermarche 的城市目标 (<35 岁，单身，年轻父母) 没有在超市购买新鲜果汁的习惯。这就是为什么 Intermarché 发起了 “最新鲜的橙汁品牌” 的活动，以证明连锁超市可以提供有史以来最新鲜和最好的橙汁。

最新鲜的橙汁品牌

案例简介：Audience Intermarché is progressively setting up “express” stores in urban cities (50 stores in 2015, 200 stores in 2018). But the target of these small and urban stores doesn’t know the brand and we have to prove them that Intermarché Express has good, fresh and qualitative products that fit their consumption habits. That is why “The Freshest orange juice brand” campaign targeted these urban consumers: <35 yo, singles, young parents, a target with a very mobile consumption, always on-the-go, a target that is always looking for healthy and fresh food. Client Brief Or Objective The campaign was developed by Intermarché, the 3rd French retailer, to conquer a specific target (urban target, see below) that needed tangible proof of the freshness of Intermarché’s goods. That is why we launched the campaign directly in store, with a symbolic product that fits their mobile consumption habits (freshly squeezed orange juice without additives) with a store animation to push them to discover the freshness of our products. Execution The competition around orange juice consumption is fierce and every brand is claiming its juice to be the best. But one thing is sure: no orange juice is better and healthier than the freshly squeezed one. And what could prove the freshness of an Intermarché fresh orange juice better than the exact hour and minute the juice was made? That’s why Intermarché created the freshest fresh orange juice brand ever created. A brand whose name is in itself a proof of its freshness. The juice brand whose name is the exact minute the juice was made. In April, the campaign was implemented in Issy-les-Moulineaux (Paris) Intermarché express new store for three days long. The brand has its own aisle in the store, specific packaging on the bottles, point of sale advertising, flyers, posters, localized press and outdoor as well as digital films. All the elements of the campaign were launched at the same time. Outcome The results were outstanding. “The Freshest orange juice brand” was an immediate success in store. So much, that in the first 3 days of the campaign, we went out of supply of oranges. Our fresh orange juice sales multiplied by 4600% per store and global in store traffic increased by 25% overall. The media liked the freshness of the idea: 50 million media impressions were generated in the first day of the launch, and the #LeJusLePlusFrais (#TheFreshestJuiceEver) has spread quickly on the web.As “The inglorious fruits and vegetables”, this success led to the deployment of the operation in all our stores. Synopsis Each day, 550 million litres are sold everyday in the world (Half in Europe). And consumers are particularly fond of fresh juices. The problem is that Intermarché’s urban target (<35 yo, singles, young parents) don’t have the habit to buy their fresh juices in supermarkets. That’s why Intermarché launched the campaign “The freshest orange juice brand”, to prove to this target that a chain of supermarkets could provide the freshest and the best orange juice ever.