Think Inside the Box|微电影|广告营销案例【ADGuider广告指南】

在盒子里思考

案例简介：为什么这项工作与媒体相关？我们开发了 “在盒子里思考”，作为一种直接针对洛克希德·马丁空间的合格求职者的方式。我们没有广泛地针对全国各地的工程候选人，而是选择在一些顶尖的工程大学 (如弗吉尼亚理工大学) 中产生更有意义的影响，在那里我们可以找到航空航天工程的后起之秀。在几个小时内，学生们发布并分享了盒子的照片，这促进了更多的学生尝试并向成千上万的高素质候选人介绍了洛克希德·马丁公司。自发布以来，六名学生通过解锁盒子赢得了工作。背景自NASA成立以来，洛克希德·马丁公司几乎参与了所有美国太空任务。然而，大多数人只知道他们是国防承包商。作为对其太空业务进行全面品牌重塑的一部分，洛克希德·马丁公司需要确立自己在航空航天领域的主要影响力，并以此吸引来自全国各地的顶尖工程人才。随着每年都有新公司进入航空航天业 -- 太空X、亚马逊等 -- 招募最优秀人才的竞争只会越来越激烈。今天的太空竞赛就是招募最聪明的人才，我们需要帮助洛克希德·马丁公司在竞争中领先。为此，该品牌必须重新定位为最有天赋的学生和工程师可以为人类在深空中的下一次巨大飞跃做出贡献的地方。描述创意/见解 (30% 的选票) 为了释放宇宙的可能性，洛克希德·马丁太空公司必须招募顶尖的工程人才。但是这种人才受到无数其他公司的追捧，该品牌需要在招聘太空竞赛中获得优势。因此，我们去了顶尖的工程大学，给学生一些比求职更具挑战性的东西: 一个盒子。但不仅仅是任何盒子。一个14英尺高的拼图盒，只有当你能够解决现实世界中最棘手的工程问题之一时，才能解锁。那些足够熟练地打开盒子的人打开了很多机会。进入室内后，他们发现了穿越星空的360度视听之旅，最终找到了为洛克希德·马丁公司工作的工作机会-在那里他们可以继续释放空间的可能性以及职业机会。描述策略 (20% 的选票) 虽然洛克希德·马丁公司 (Lockheed Martin) 作为这类毕业生的主要目的地已经取得了数十年的成功，但他们发现自己被淹没在对话中，被忽视了，转而支持硅谷内更现代、更华而不实的选择。 “在盒子里思考” 旨在立即迫使学生重新想象他们认为知道的洛克希德·马丁公司，并将公司重新纳入他们的考虑范围，成为一个有抱负和创新的首选雇主。为了做到这一点，我们利用了一些真正伟大的工程师根本不能忽视的东西: 一个巨大的挑战。我们在他们的工程校园中间找到了这个挑战。描述执行 (20% 的选票) 该盒子于2018年9月18日至20日在弗吉尼亚理工大学首次亮相。我们通过社交媒体，电子邮件和大学的在线新闻通讯，本地新闻报道以及其他校园内交流渠道 (公告栏，传单，部门宣传，品牌大使) 来嘲笑它的到来。在弗吉尼亚理工大学，盒子位于创造力，艺术和技术学院内，可最大限度地增加人流量，同时专门针对大学的工程人才。除了接触盒子并试图破解它的挑战之外，学生们还有机会当场与洛克希德·马丁公司的招聘人员交谈，或者如果他们解决了最困难的 “高价值” 挑战，就有机会立即在那里工作。随着The Box继续旅行并覆盖全国各地的学生，并在2019年之前出现在加利福尼亚州，德克萨斯州和马里兰州的校园和招募活动中，遵循了同样的蓝图。列出结果 (30% 的选票) 继续在全国各地的主要校园和招募活动中，已经有4000多次尝试解锁盒子。通过解决四个问题之一，有486名学生解锁了盒子，有6名杰出的学生通过回答几乎不可能的问题赢得了工作。这正是盒子设计的目的: 确定绝对最佳和最光明的前景。平均而言，学生花了8个小时来解决最难的方程式，这比类似事件的平均参与时间长30倍。这使洛克希德·马丁公司有机会与每个地点的数千名合格候选人建立联系，而不仅仅是继续赢得工作的六名学生。

在盒子里思考

案例简介：Why is this work relevant for Media? We developed “Think Inside the Box” as a way of directly targeting qualified job candidates for Lockheed Martin Space. Rather than broadly targeting engineering candidates across the country, we instead chose to make a more meaningful impact at a select group of top engineering universities – such as Virginia Tech – where we could find the rising stars of aerospace engineering. Within hours, students were posting and sharing photos of The Box, which promoted even more students to try and introduced Lockheed Martin to thousands of highly-qualified candidates. Since launch, six students have won jobs through unlocking the box. Background Lockheed Martin has been involved in virtually every American space mission since the early days of NASA. Yet, most people only know them as a defense contractor. As part of a full-scale rebranding of their Space business, Lockheed Martin needed to establish itself as a major influence in aerospace and, in doing so, attract the top engineering talent from across the country. With new companies entering the aerospace industry every year - Space X, Amazon, etc. – the competition to recruit the best talent is only getting more intense. The space race of today is all about recruiting the brightest minds, and we needed to help Lockheed Martin get ahead of the competition. To do that, the brand had to be repositioned as a place where the most gifted students and engineers can contribute to humanity’s next giant leaps in deep space. Describe the creative idea/insights (30% of vote) To unlock the possibilities of the universe, Lockheed Martin Space must recruit the top engineering talent. But that kind of talent is sought after by countless other companies, and the brand needed to gain an edge in the recruitment space race. So, we went to the top engineering universities and gave students something a bit more challenging than a job application: a box. But not just any box. A 14-ft tall puzzle box that can only be unlocked if you’re able to solve one of the toughest real-world engineering problems. Those who were skilled enough to unlock the box opened up a universe of opportunities. Once inside, they discovered a 360-degree audiovisual journey through the stars, culminating in a job offer to work for Lockheed Martin - where they can continue to unlock the possibilities of space, as well as opportunities for their careers. Describe the strategy (20% of vote) While Lockheed Martin has enjoyed decades of success as the predominant destination for these types of graduates, they found themselves being drowned out of the conversation and overlooked in favor of more modern, flashy options within Silicon Valley. “Think Inside the Box” was designed to instantly force students to reimagine the Lockheed Martin they thought they knew, and thrust the company back into their consideration set as an aspirational and innovative employer of choice. To do this, we tapped into something that truly great engineers simply can’t ignore: a great challenge. And we landed that challenge in the middle of their engineering campus. Describe the execution (20% of vote) The Box made its campus debut at Virginia Tech on September 18–20, 2018. We teased its arrival through a mix of social media, email and online newsletters through the university, local news coverage, as well as other on-campus communication channels (bulletin boards, flyers, departmental outreach, brand ambassadors). At Virginia Tech, The Box resided within the Institute of Creativity, Arts, and Technology, allowing for maximum foot traffic, while specifically targeting the university’s engineering talent. In addition to engaging with The Box and trying to crack its challenges, students had the opportunity to speak to Lockheed Martin recruiters on the spot or have an immediate opportunity to work there if they solved the most difficult “high-value” challenge. This same blueprint has been followed as The Box continues to travel and reach students throughout the country, appearing at campuses and recruiting events in California, Texas and Maryland through 2019. List the results (30% of vote) Continuing on to key campuses and recruiting events across the country, there have been over 4,000 attempts to unlock the box. 486 students have unlocked the box by solving one of the four problems, and 6 remarkable students have won jobs by answering the nearly-impossible problem. And this is exactly what the box was designed to do: to identify the absolute best and brightest prospects. On average, students spent 8 hours solving the hardest equations, which is 30x longer than the average time of engagement for similar events. This gave Lockheed Martin the opportunity to connect with thousands of qualified candidates at each location, not just the six students who went on to win jobs.