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Hotelekom
案例简介：为什么这项工作与品牌体验和激活相关？ 我们激活了我们的目标受众，年轻的节日观众，通过回应他们最重要的需求之一 -- 在一个大型节日期间的住宿。因此，我们推出了一个预订网站，人们可以申请获得 Telekom 总部内新创建的最后一分钟房间的机会-现在重新设计成酒店。 通过为他们提供独一无二的珍贵住宿，我们创造了一个相关且难忘的节日体验，就在品牌的核心资产，即实际的 Telekom 商店内。 背景 罗马尼亚电信通过为千禧一代创造有意义的体验，利用音乐活动与他们联系。但在 2018 年，欧洲最大的音乐节之一是由他们的主要竞争对手 Orange 赞助的。奥兰治和沃达丰是移动市场的自主领导者，而电信是挑战者品牌。 简报是为了劫持节日对话，并将电信与节日联系起来，尽管这次电信不是赞助商，也没有参与实际活动。 我们利用了围绕节日的最大问题的优势: 克鲁日市只有 15.000 张酒店床位，在节日期间接待了 100,000 多名客人。因此，对于年轻的音乐爱好者来说，找到住处是最大的痛苦。随着节日开始的临近，这种情况越来越严重。 描述创意 (20% 的选票) 介绍 Hotelekom。第一家官方商店完全改造成酒店。 描述策略 (20% 的选票) 我们必须解决两个目标: 第一，真正在最后一刻需要住宿的节日观众。 第二，所有对这个节日感兴趣并参与围绕它的对话的年轻人，都必须把它与电信联系起来，而不是官方赞助商奥兰治 通过解决他们最大的问题，我们确保一方面人们实际上会从我们的想法中受益，以品牌拥有的方式，另一方面,我们确保这是一个人们会传播的想法。 描述执行情况 (30% 的选票) 与建筑师和设计师团队一起，我们将 Telekom 旗舰建筑改造成节日游客的住宿，以及定制的额外空间，为这两个地方提供睡眠,也是献给年轻人的难忘经历。 在整个节日期间，Telekom 大楼的店面都被定制的 “Hotelekom” 标志所改变，该标志也作为广告牌,暴露路人对我们想法的急流。 列出结果 (30% 的选票) + 100,000 人访问 Hotelekom 预订服务-匹配节日出勤率。 Telekom 提供了最好的节日体验之一-甚至无法在节日内激活品牌 Telekom 也成为与电影节相关的第二个品牌-超过赞助可口可乐，红牛或三星等电影节的大型国际品牌。 最后但同样重要的是，Telekom 与电影节的品牌联想是其竞争对手 Orange 的 3 倍。 * 根据从 IVOX 研究公司收集的数据
Hotelekom
案例简介：Why is this work relevant for Brand Experience & Activation? We activated our target audience, young festival goers, by responding to one of their most crucial needs - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel. By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store. Background Telekom Romania uses music events to connect to millennials by creating meaningful experiences for them. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor, Orange. Orange and Vodafone are the autoritarian leaders of the mobile market, while Telekom is the challenger brand. The brief was to hijack the festival conversation and associate Telekom with the festival, even though this time Telekom was not a sponsor and had no presence inside the actual event. We used the biggest issue around the festival in our advantage: with only 15.000 hotel beds available, the city of Cluj receives over 100,000 guests during the festival. Therefore, for young music fans, finding accommodation is the biggest pain. And it aggravates as the start of the festival approaches. Describe the creative idea (20% of vote) Introducing Hotelekom. The first official store completely transformed into a hotel. Describe the strategy (20% of vote) We had to address two targets: One, the actual last-minute festival goers who needed a place to stay. Second, all the young people interested about the festival and involved in the conversation around it, that had to associate it with Telekom, not Orange - the official sponsor By solving their biggest issue, we made sure on one hand people will actually benefit from our idea, in a way that is brand owned, and on the other hand, we made sure it’s an idea that people will spread. Describe the execution (30% of vote) Together with a team of architects and designers, we transformed the Telekom flagship building into accommodation for festival goers, together with additional spaces that were also custom-designed to provide both places to sleep, but also a memorable experience dedicated to the youngsters. For the entire duration of the festival, the storefront of the Telekom building was changed with the custom-made “Hotelekom” sign, which also worked as a billboard, exposing the torrents of passers-by to our idea. List the results (30% of vote) +100,000 people accessed the Hotelekom booking service – matching the festival attendance. Telekom provided one of the best festival experiences – without even being able to activate the brand inside the festival Telekom also became the second brand to be associated with the festival – above the huge international brands sponsoring the festival like Coca-Cola, Red Bull or Samsung. And, last but not least, Telekom’s brand association with the festival was 3 times higher than its competitor, Orange. *according to data gathered from the IVOX Research Company
Hotelekom
案例简介：为什么这项工作与品牌体验和激活相关？ 我们激活了我们的目标受众，年轻的节日观众，通过回应他们最重要的需求之一 -- 在一个大型节日期间的住宿。因此，我们推出了一个预订网站，人们可以申请获得 Telekom 总部内新创建的最后一分钟房间的机会-现在重新设计成酒店。 通过为他们提供独一无二的珍贵住宿，我们创造了一个相关且难忘的节日体验，就在品牌的核心资产，即实际的 Telekom 商店内。 背景 罗马尼亚电信通过为千禧一代创造有意义的体验，利用音乐活动与他们联系。但在 2018 年，欧洲最大的音乐节之一是由他们的主要竞争对手 Orange 赞助的。奥兰治和沃达丰是移动市场的自主领导者，而电信是挑战者品牌。 简报是为了劫持节日对话，并将电信与节日联系起来，尽管这次电信不是赞助商，也没有参与实际活动。 我们利用了围绕节日的最大问题的优势: 克鲁日市只有 15.000 张酒店床位，在节日期间接待了 100,000 多名客人。因此，对于年轻的音乐爱好者来说，找到住处是最大的痛苦。随着节日开始的临近，这种情况越来越严重。 描述创意 (20% 的选票) 介绍 Hotelekom。第一家官方商店完全改造成酒店。 描述策略 (20% 的选票) 我们必须解决两个目标: 第一，真正在最后一刻需要住宿的节日观众。 第二，所有对这个节日感兴趣并参与围绕它的对话的年轻人，都必须把它与电信联系起来，而不是官方赞助商奥兰治 通过解决他们最大的问题，我们确保一方面人们实际上会从我们的想法中受益，以品牌拥有的方式，另一方面,我们确保这是一个人们会传播的想法。 描述执行情况 (30% 的选票) 与建筑师和设计师团队一起，我们将 Telekom 旗舰建筑改造成节日游客的住宿，以及定制的额外空间，为这两个地方提供睡眠,也是献给年轻人的难忘经历。 在整个节日期间，Telekom 大楼的店面都被定制的 “Hotelekom” 标志所改变，该标志也作为广告牌,暴露路人对我们想法的急流。 列出结果 (30% 的选票) + 100,000 人访问 Hotelekom 预订服务-匹配节日出勤率。 Telekom 提供了最好的节日体验之一-甚至无法在节日内激活品牌 Telekom 也成为与电影节相关的第二个品牌-超过赞助可口可乐，红牛或三星等电影节的大型国际品牌。 最后但同样重要的是，Telekom 与电影节的品牌联想是其竞争对手 Orange 的 3 倍。 * 根据从 IVOX 研究公司收集的数据
Hotelekom
案例简介：Why is this work relevant for Brand Experience & Activation? We activated our target audience, young festival goers, by responding to one of their most crucial needs - accommodation during a huge festival. So, we launched a booking website where people could apply for a chance to be awarded the newly-created last-minute rooms inside the Telekom headquarters – now redesigned into a hotel. By offering them a one-of-a kind, precious accommodation, we created a relevant and memorable festival-experience, right inside the brand’s core asset, the actual Telekom store. Background Telekom Romania uses music events to connect to millennials by creating meaningful experiences for them. But in 2018, one of the biggest music festivals in Europe was sponsored by their key competitor, Orange. Orange and Vodafone are the autoritarian leaders of the mobile market, while Telekom is the challenger brand. The brief was to hijack the festival conversation and associate Telekom with the festival, even though this time Telekom was not a sponsor and had no presence inside the actual event. We used the biggest issue around the festival in our advantage: with only 15.000 hotel beds available, the city of Cluj receives over 100,000 guests during the festival. Therefore, for young music fans, finding accommodation is the biggest pain. And it aggravates as the start of the festival approaches. Describe the creative idea (20% of vote) Introducing Hotelekom. The first official store completely transformed into a hotel. Describe the strategy (20% of vote) We had to address two targets: One, the actual last-minute festival goers who needed a place to stay. Second, all the young people interested about the festival and involved in the conversation around it, that had to associate it with Telekom, not Orange - the official sponsor By solving their biggest issue, we made sure on one hand people will actually benefit from our idea, in a way that is brand owned, and on the other hand, we made sure it’s an idea that people will spread. Describe the execution (30% of vote) Together with a team of architects and designers, we transformed the Telekom flagship building into accommodation for festival goers, together with additional spaces that were also custom-designed to provide both places to sleep, but also a memorable experience dedicated to the youngsters. For the entire duration of the festival, the storefront of the Telekom building was changed with the custom-made “Hotelekom” sign, which also worked as a billboard, exposing the torrents of passers-by to our idea. List the results (30% of vote) +100,000 people accessed the Hotelekom booking service – matching the festival attendance. Telekom provided one of the best festival experiences – without even being able to activate the brand inside the festival Telekom also became the second brand to be associated with the festival – above the huge international brands sponsoring the festival like Coca-Cola, Red Bull or Samsung. And, last but not least, Telekom’s brand association with the festival was 3 times higher than its competitor, Orange. *according to data gathered from the IVOX Research Company
Hotelekom
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Hotelekom
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基本信息
- 广告战役： #Telekom Romania-网络-db94#
- 广告品牌： Telekom Romania
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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